chrisbrogan.com - Latest Comments in What Goes Into a Premium Brand

Re: What Goes Into a Premium Brand

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Re: What Goes Into a Premium Brand

Travis — Wed, 30 Sep 2009 22:29:30 -0000

I'm a big fan of Maker's (as I am with most fine bourbons) and it's cool to see everything that goes into their production scheme here

Re: What Goes Into a Premium Brand

bethravery — Thu, 06 Aug 2009 14:54:06 -0000

Great article. Rebecca made a good point in the comments below. B2B runs differently than B2C, and made some suggestions to help build the brand. Any other thoughts?

Beth

Re: What Goes Into a Premium Brand

ShawnPhillips — Tue, 26 May 2009 14:54:29 -0000

Chris,

You said it, "You can't fake passion." You are dead-on right and yet that fact does not deter people from trying to every single day. Be in the paper-thin infomercial products or the cheesy game show host... or how about so-called, "reality TV."

Ironically, in reality-TV it's the authentic moments of passion, usually set up to heat people up, that people are paying for--watching for.

Passion is authentic, it's real and it's as evident in a person as a product. One is simply the extension of the other. When one focuses on Profit, they often ignore Passion -- so often these are Competing P's....

Going for Profit at the sacrifice of Passion is backwards, it's the wrong direction for while it may seem to work in the short run, it's only Passion that is sustainable and that will create the exponential homerun.

I've been in the health, fitness and nutrition business for 20 years (hard to believe) and have always chosen Passion as the litmus test, the reason for being. In my current carnation of business I create the world's finest, premium Nutrition Shake, Full Strength for men. It's an insane business to be in on paper... nothing about it makes sense. It's more expensive than the low-grade competitors (by category only at the competitors) and it costs many times more to make. The margins are lower than any supplement, it's built in small batch, high control...

And it's been a steady challenge to grow but it does so without any advertising, via true word of mouth. It's a special nutrition shake that people get when they try it... they feel it. They know, instinctively that it's something more, something special...

I wouldn't be in this business if it weren't for my passion and while if I were not, I'd have less stress, more time on my hands and probably more money but there's be a lot less meaning and I would not have impacted as many lives.

Here's to finding passion and following it!

Thanks for the reminder!

Passion is the Path.

Shawn Phillips
Creator, Full Strength Nutrition
Author, Strength for LIFE

Re: What Goes Into a Premium Brand

MargotH — Sun, 24 May 2009 05:22:51 -0000

Chris: How might the way you design a premium brand social media strategy differ from any other brand?

Re: What Goes Into a Premium Brand

David — Sat, 23 May 2009 20:49:20 -0000

Like it - I used to sell equipment to the Scotch Whisky industry and there were a lot of similar stories back then. I'm actually enjoying a nice Glenmorangie at this very moment :-)

I think it makes sense to highlight US companies that take care of and appreciate their people, rather than being greedy and outsourcing their jobs. It is the only way to build a lasting business based on real value - not chasing this months sales numbers.

I'm a huge believer that Human Passion is a crucial factor!

Re: What Goes Into a Premium Brand

Edward Boches — Sat, 23 May 2009 14:17:31 -0000

There are some brands like this. Dancing Deer cookies, Timbuktu courier bags, Ibex outdoor clothing. They're brands that aren't simply products, they are cultures and causes. Developing, nurturing and perpetuating a culture is one of the most important things a brand or company can do. It calls for (initially, anway) a visionary leader, clear and consistent standards, little or no tolerance for cynics, careful hiring and, most important, practicing behavior consistent with your declared beliefs.

Re: What Goes Into a Premium Brand

Josh Chandler — Sat, 23 May 2009 10:08:35 -0000

so, that is the Zappos.com tour and the Maker's Mark tour that I need to do in my lifetime, it's sounds as though the experience was really inspiring, and why is it that companies are aiming for the mass and producing a substaintial size company product range, when the niche and small size industry show everyone how to really broadcast the passion and knowledge of the product, and create a stronger more lasting brand which can be transposed to multiple levels in the industry!

Re: What Goes Into a Premium Brand

RebeccaCaroe — Sat, 23 May 2009 08:05:18 -0000

lovely summary, Chris. And if you are a 'service' brand do you think the same effect can be created by office tours, call center visits and webcams into the reception area or cafeteria?

B2B definitely runs on different rules from B2C.

Re: What Goes Into a Premium Brand

Alfian Maheru — Sat, 23 May 2009 05:42:18 -0000

That was a good strategy to spread their brand by letting people get a glimpse of how the Maker's Mark bourbon is being processed. I bet the viral marketing strategy does increase bourbon sales at some certain percentage.

Re: What Goes Into a Premium Brand

Mike — Fri, 22 May 2009 23:50:41 -0000

Big East Tournament in 2005 and Makers Mark was doing a promo across the street from MSG at the restaurant we were in. We ordered Jack & Cokes but the bartender and Makers Mark guy asked us to try Makers Mark.

Instant customer. Plus they gave me a really cool pen that I still use today...has the big Makers Mark wax treatment look to it.

Re: What Goes Into a Premium Brand

Marti_L — Fri, 22 May 2009 23:33:49 -0000

That was really interesting! I've only had Maker's Mark once, but it was very nice - now I know why!

Sending you an your family good wishes for a wonderful Memorial day weekend!

Re: What Goes Into a Premium Brand

Pre Priyadarshane — Fri, 22 May 2009 22:58:41 -0000

Great photos. I love Makers Mark and never knew all this. Fascinating!

Re: What Goes Into a Premium Brand

Andy Chapman — Fri, 22 May 2009 22:36:32 -0000

You are one lucky bastard. ;) I'm about to tour mine over the rocks shortly!

Re: What Goes Into a Premium Brand

My Deal — Fri, 22 May 2009 21:43:28 -0000

I am not a bourbon connoisseur, but the story behind their brand is pretty amazing. I like the historical aspect that they offer. I never realized they aged bourbon 5 - 7 years, they must either have one HUGE place for storing the liquor, or they don't make it very often.

Anyway, great piece and great pics too. :) cheers.

Re: What Goes Into a Premium Brand

Stuart Foster — Fri, 22 May 2009 17:57:14 -0000

Really cool stuff. I had no idea that they did the wax by hand and the 5-7 year aging thing was fascinating. Thanks for sharing.

Re: What Goes Into a Premium Brand

Brian W — Fri, 22 May 2009 17:37:42 -0000

I've been on a tour there before too, and it's a great time. Great photos.

Brian