Interview with Brendan Kane

In his episode of Invest in You, Fredrik talks to business and brand advisor Brendan Kane, author of ‘Hook Point : How To Stand Out In A 3 Second World’ and CEO and founder of Hook Point agency.  Brendan talks about how he started in his specialty of digital branding and publicity for the entertainment industry after initially attending film school and moving onwards to movie advertising. He details how he has helped many corporations and individuals find their “Hook Point.”   KEY TAKEAWAYS Initially planning to be a film producer Brendan found that film school offered no guidance or insight into the business side of film making so he decided to educate himself.  Brendan found his ‘Hook Point’ was his ability to assist film makers with post production online publicity of a movie. In 2007 he pioneered he idea of using YouTube influencers to publicise movies. Brendans company Hook Point helps people communicate at scale to customers and attempts to move marketing principles on with a digital forum to get their message out there with a more modern strategy. Platform algorithms have one job and that is to retain viewers so the longer they spend viewing the video the more likely that video will be seen by more viewers. Brendan spends a lot of his time meeting people and learning what they do to enhance his skills and recommends actual face to face communication as a learning tool. BEST MOMENTS   ‘As I said “I wanted to be a film producer” I could see everybody’s eyes glaze over, you’re Just one of a million. So I had to reassess and find what is my way to stand out, what is my “Hook Point.”’ ‘At my core I’m an entrepreneur. I want to build things and I found I was asking for permission to do things more than actually getting to execute.’ ‘As marketer’s or just people who want to disseminate a message at scale we are competing against hundreds of millions of messages and we need to have more nuance, more sophistication, more psychology in the way that we are constructing our content.’ ‘Most business owners have spent years mastering their craft. However, the more you become an expert in something the less you can distill it down into its simplest form.’   ABOUT THE GUEST Brendan Kane is an outside of the box thinker, speaker and author who empowers brands to scale by helping them stand out and beat competition in crowded and oversaturated markets. He is the author of the international best-selling book ​One Million Followers​ and the newly released ​Hook Point: How To Stand Out In A 3 Second World​, as well as the founder and CEO of the Hook Point agency. Brendan has worked with hundreds of individuals and brands providing business and digital strategy for more than 15 years, including MTV, Taylor Swift, Rhianna and many others. GUEST RESOURCES  Link to Brendan's new book Hook Point: How to Stand Out in a 3-Second World:​ ​https://book.hookpoint.com/   ABOUT THE HOSTS   Serial entrepreneurs Fredrik, Charlie and Ivan Sandvall love sharing ideas and interviewing world-class entrepreneurs and influences. Invest In You is about investments, entrepreneurs, personal development and doing fun things. They hope to ensure you to take action, helping others and yourself, plus enjoying the journey we call life.   CONTACT METHOD Fredrik Sandvall www.fredriksandvall.com www.linkedin.com/in/sandvall/ https://www.facebook.com/FredrikinLondon/   Charlie’s Youtube Channel:   https://youtube.com/c/Sandvall   Youtube link to the mentioned videos Ivans "No spotter required"  https://www.youtube.com/watch?v=nzF6ImMmTYc Charlies "How to find diamonds using clay and maths"  https://www.youtube.com/watch?v=Ufkx7j67Unk