Episode Details

Is it really easy to build a cult-like following for your brand? Yes, but the core of that branding lies in the "adjective". Yes, that very same grammar lesson you had at school. When you look at the biggest and most well-defined brands in history, you find they are defined by a single word. Let's take Volvo, for example. The word "safety" came to mind, didn't it? That's the power of the adjective. Let's learn more in this episode of the Three-Month Vacation

Details

To access this audio + transcript: http://www.psychotactics.com/48

Email me at sean@psychotactics.com

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Magic? Yes, magic: http://www.psychotactics.com/magic

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In this episode Sean talks about

Part 1: What is the adjective and how one little adjective can define your business? Part 2: How we get to this adjective and the biggest mistake you can make Part 3: How do we expand it further so that it becomes your whole DNA

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Free Uniqueness Series: How to find your uniqueness Uniqueness Stories: Why Uniqueness Stories Are Better Than Slogans Special Bonus: How To Win The Resistance Game

The Transcript This is the Three Month Vacation. I'm Sean D'Souza.

When I was growing up in India, all plywood was sold the same way. You went to a store and you picked some plywood. Then you took it home. There was no branding; it was all very, very generic.

At some point, a company called Kitply, they decided that they didn't want to be generic anymore. They decided they wanted to charge a premium on this plywood. Now why would you go and pay a premium on plywood when you could just enter the store, get your plywood just like everybody else? Well, Kitply, they wanted to do something different. That is exactly what they did.

The Indian coastline, it's about 7,000 kilometers; that's about 4,500 miles. When you have a coastline that is so extensive, it also means that you have a lot of water around you. Water means humidity, and humidity means disaster for plywood, at least the plywood that you were getting in the store at that point in time. After you spent all this money on a carpenter, which is what most people did, they got a carpenter across and they built cupboards and they put the plywood in the cupboards. Then the rains would come. In India, you don't just get rai