19 New Brand Building Laws - How Citizens of Soil Are Taking on The Olive Oil Mafia & Changing The World of Olive Oil

“we changed three words at 10x’d our D2C revenue over night”

Citizens of Soil is a BANGING brand

eye-splinteringly, soul-nourishing gorgeous packaging

transforming commodity into community

wonderful founders Sarah & Michael

y’all gunna love this one!!

btw jump to 30 mins, if you wanna plunge straight into the brand building gold

ON THE MENU:

1. The Origins of Terroir: Things from a Different place have a Different taste
2. Anti-Fragility in Nature: Stressed Trees release polyphenols to protect themselves, so should humans
3. How to go MASS MARKET yet use high quality, small producers
4. Seth Godin’s “On Strategy”: Using Time, Game, Empathy, Systems to create change
5. Format Innovation> Product Innovation. Format is PISS EASY innovation that literally no one think about
6. Steal Clothes from Other Categories Rule: use semiotics of wine to make it easier for consumer to pay £££ for Olive Oil
7. No Bread & No Salad rule: Samplings are the theatre of consumer goods. Your first interaction is everything. Make it Different. Make it Memorable.
8. How to 10x monthly D2C Revenue by changing three words “Join the Olive Oil Club” > “Subscribe to Olive Oil”
9. Why Premium brands must sack off “ABC”Always Be Closing. Replace with Always Build Community. You wont win on price. You’re in the relationship business
10. The Art of Successful D2C Adverts using AIDA - attention, interest, desire, action
11. Stephen King “Kill Your Babies” - Never forget Distractions masquerade as Opportunities
12. Meek. vs Strong Opinion Decision Making frame work: make hard decisions, under pressure, at SPEED
13. Jeff Bezos: One Way vs. Two Way Door Decision Making Rule
14. Raising Money when there’s no proven “Total Addressable Market” SELL THE FUTURE CATEGORY
15. Why mpact must be so entrenched in your brand it can’t be taken out, Impact helps you grow fast
16. How many flat whites were sold 20 years ago? Rule: Brands create new categories from scratch.

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