Unlocking the Power of Inbound '23: A Journey of Learning, Connection, and Team Building

Approx 5 min. read

EverWonder Team

October 19, 2023

In the fast-paced world of digital marketing and business innovation, staying ahead of the curve is a must, not just an option. And there's one event that truly embodies the spirit of modern marketing like no other—Inbound 2023. Whether you're a die-hard Inbound fan or completely new to this exciting world, brace yourself for some serious inspiration.

So, let's dive into what makes Inbound so special, why you absolutely can't miss it, and how it's a game-changer for our team's growth and bonding.

What is Inbound?

Inbound, if you haven't heard of it yet, is way more than your average conference—it's like a big brainstorming session, a hub of fresh ideas, and a goldmine of networking opportunities all rolled into one. Picture this: Inbound isn't just an event; it's an annual conference that flips our notions of marketing, innovation, and business strategy on their heads. And who's the mastermind behind it all? None other than HubSpot, the trailblazing titans of the technology & marketing industry. Inbound's got this magnetic pull that brings in pros, entrepreneurs, and big thinkers from every nook and cranny of the business world.

And this year, it was no different. Inbound 2023 was a gathering of the minds! Industry giants, innovators, and dreamers all came together to soak up HubSpot's wisdom and bask in the brilliance of its superstar lineup.

Our Diverse Delegation

We had three of our team members representing us at this year's event: Brian, the big cheese and the mastermind behind EverWonder; Mariana, our design virtuoso; and Sabina, our marketing and operations maestro. Now, since we come from diverse backgrounds, each of us naturally gravitated toward different sessions. Here are our combined top 5 favorites: the one and only Reese Witherspoon, baseball legend Derek Jeter, the brilliant neuroscientist Andrew Huberman, and the incredible diversity advocate Vrnda "V" Boykin. These sessions were absolute gems, and left us feeling energized and inspired.

Diverse Perspectives, Common Favorites

1. Derek Jeter: Leadership Lessons from the Baseball Diamond

Derek Jeter attending inbound

Derek Jeter, the baseball legend, really brought a grounded perspective on leadership to the conference, and his insights had a profound impact on our team. He went beyond the realm of sports and connected with us on a personal level.

Jeter candidly shared his journey of learning patience later in life and the importance of self-awareness when we find ourselves lacking in patience —something we can all relate to. He emphasized the idea that it's not just about reacting, but responding thoughtfully, especially when faced with challenging situations.

One key message he drove home was the authenticity of passion. Jeter stressed the significance of discipline and hard work, which align perfectly with our team's core values and aspirations for excellence.

Another eye-opening point Jeter discussed was the power of reflection. He encouraged us to revisit past interactions and consider how we could have handled them differently. He emphasized the humility required for this self-reflection and how it plays a pivotal role in personal growth—a lesson that deeply resonated with our team.

And last but not least, Jeter left us with a thought-provoking question: "Are you celebrating your wins?" He stressed the importance, particularly in the agency world, of not dwelling solely on setbacks but also acknowledging the creative successes and deals closed. It's a reminder to keep our focus on the positive and strive for continual improvement.

2. Vrnda "V" Boykin: Championing Diversity and Inclusion

v boykin and her hubspot community at inbound

Vrnda "V" Boykin really dropped some knowledge bombs when it comes to gender equality in the workplace. She flipped the script and made a powerful case for going beyond mere equality and aiming for something more robust: equity for women. Here's the deal—equality is like a one-size-fits-all approach, but equity? Well, that's about acknowledging and tackling the unique hurdles that women often face on their professional journeys.

Instead of sitting around and waiting for permission to level the playing field, equity steps up and says, "Hey, women deserve the support and resources they need to thrive in their careers!" It's all about creating an environment where women have the tools and opportunities to achieve their career goals and aspirations. And here's the kicker—when women succeed, it's not just a win for them; it's a win for all of us, elevating the workplace and society.

3. Andrew Huberman: Unraveling the Mysteries of the Mind

andrew huberman at hubspot's inbound conference

Andrew Huberman's session at the HubSpot Inbound conference was a fan favorite. He took us on a mind-blowing journey into the science of motivation and how our mindset can be the driving force behind our success.

Huberman made it crystal clear that understanding how our brains operate can play a huge role in both our personal and professional lives. But here's the best part—he didn't just drop fancy theories; he dished out practical tips that you can put into action right away.

Hydration is key: Make sure to drink 16-32 ounces of water in the morning, and ensure you stay hydrated throughout the day.
Sunlight: Prioritize getting some sunlight (outside, ideally) first thing in the morning. This will increase catecholamines (like dopamine, epinephrine, and norepinephrine) as well as cortisol which helps provide a boost of much needed energy.
Movement: A mix of cardiovascular and resistance training is optimal. Exercise increases blood flow to the brain and off-sets cognitive decline.
Caffeine: If possible, delay your morning caffeine intake by 90-120 minutes after waking. This will prevent the dreaded afternoon crash.
Cold Shower: Starting your day with an ice-cold shower will massively increase your level of focus and energy.

Whether you're chasing your personal dreams or gunning for professional glory, Huberman's advice serves as a roadmap to harness the incredible power of your own mind. After his session, folks walked out of there buzzing with inspiration and armed with actionable tools to supercharge their journey to success.

Even John Mulaney got in on the action with a skit about Huberman's interview—that's when you know it's worth the hype!

4. Reese Witherspoon: A Glimpse into the World of Storytelling

Reese Witherspoon at Inbound 2023

Reese Witherspoon's chat at the HubSpot Inbound Conference was like a front-row seat to attend a masterclass in being real and bouncing back from life's curveballs. She brought grace and straight-up honesty to the table, making it clear that walking the talk and living in sync with your values is where it's at.

One of her nuggets of wisdom? It's okay to put your hands up and say, "I don't have a clue about this." In fact, she made it sound like a superpower because it's the first step to soaking up knowledge and growing like a champ.

But hold on, there's more. Reese spilled the beans about her wild ride in the business world—from launching her own clothing line to setting up a studio that's all about putting women in the driver's seat. Her tales hit home with the crowd, showing us that if you've got grit and can roll with the punches, you can turn your dreams into reality.

Reese's interview was like a double shot of espresso for your motivation. It reminded us that success often plays hide-and-seek with uncertainty, and the key is to stay true to yourself and bounce back when life throws a curveball your way.

Key Takeaways and Themes

Now, let's get down to the nitty-gritty of what really stuck with us from Inbound '23. These are the big takeaways that had everyone buzzing over coffee breaks and happy hours.

First off, mindset was the name of the game. Speakers hammered home the idea that how we think can make or break our success. It's all about that positive, can-do attitude!

Storytelling took center stage too. We learned that crafting a compelling narrative can turn your message into pure gold. So, if you've got a story to tell, shout it from the rooftops!

Leadership and teamwork? They're like peanut butter and jelly. You can't have one without the other. The conference drove home the importance of strong leadership and collaborating like a well-oiled machine.

And let's not forget the diversity and inclusion message. It's not just a buzzword; it's a must-do. Inclusion is the name of the game, and it's about time we all played.

As for the networking, it was epic! Attendees mingled with their tribe, formed new partnerships, and chatted up the latest marketing and business trends. Workshops, panels, events, and interactive sessions? They were like sprinkles on the cupcake, adding that extra layer of awesome to the whole experience.

Conclusion

Inbound '23, hosted by HubSpot, was quite the experience for all of us who showed up. The speakers, like Andrew Huberman, Reese Witherspoon, Derek Jeter, and Vrnda Boykin, really hit the mark. Their talks left us feeling pretty darn inspired and ready to tackle the world.

The conference drove home the fact that in today's business jungle, you've got to keep learning and keeping those connections alive. It's a wild ride out there, and you've got to stay in the loop.

Now, as we look back on all the cool stuff we learned, we're itching to put these lessons into action on our own journeys. And you better believe we're already excited about what the next conferences have up their sleeves. Check out photos from our experience below!

Apr 07 2022

Business

Play to Win with Account Based Marketing: Insert Name Here

Anticipating a client's needs can be a tall order, by starting with Account Based Marketing, we can access that inherent human need to feel special.

by Gabriella Cane

3 min. read

collective or common consciousness walking around a white geometrical brain

Jul 20 2023

Business

Collective Consciousness

Brands harness collective consciousness, uniting through shared beliefs and emotions for lasting customer loyalty. BMW and Nike lead the way.

by Gabriella Cane

5 min. read

In 2022, a new product took the energy drink market by storm: Prime energy drink. Prime, introduced by Youtubers Logan Paul and KSI, sold over $377 million in 2023. Demand was so high initially that opportunists were re-selling the product for up to $100 per bottle.

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

The rapid rise and fall of Prime is part of a new kind of business model, one based more on internet personalities than on the products being sold. There is a lot to learn from Prime’s quick rise to fame and short-lived success.

Let's dive in!

The Brains Behind Prime Energy Drink

KSI and Logan Paul are influential figures in the online world, known for their massive followings and entrepreneurial ventures. Logan Paul is an American influencer, wrestler, and entrepreneur. He first rose to fame on Vine in 2013 and now runs a YouTube channel with over 23 million subscribers.

KSI—which stands for Knowledge, Strength, and Integrity—is an English influencer, boxer, and entrepreneur. His primary social media platform is also YouTube, where he has over 24 million subscribers on his channel.

Both personalities are similar in terms of their platforms, audience, and content. Both practice martial arts, and are serial entrepreneurs.

Logan Paul and KSI have a history of collaborating in the past, including their widely publicized 2018 boxing match, which ended in a draw. For them, it was probably a no-brainer to collaborate on launching an energy drink brand.

Bubbles and Perceived Scarcity in Supply

Capitalism runs on scarcity. In the long term, prices are determined by supply and demand. In the short term, prices are determined by perceived supply and demand. Prime used a technique called scarcity marketing to create high perceived demand.

When people believe that a product is scarce, but highly sought after, they are often willing to pay more for it, often in the hopes of selling it for more later. This leads to the vicious cycle we call a bubble.

$\"prime$

Whether a bubble is made out of tulips, beanie babies, subprime housing, or legally non-binding electronic receipts, some people can make a killing in a very short amount of time. But eventually, all bubbles burst, and the value of the product returns to where it naturally belongs.

Much of the initial success of Prime was due to the hype bubble it created. There was so much perceived demand that people were selling cases on eBay for outrageous markups. Prime employed scarcity marketing tactics, deliberately limiting product availability to fuel a sense of exclusivity and desirability.

Normally, a product launch doesn’t create an overnight hype bubble, because most products start small. However, the creators of Prime were able to create high perceived demand due to their wide reach on social media.

The Role of Social Media

For high-ranking influencers, social media presents a gold mine of opportunities in digital marketing. They can put a product in front of millions of people at the click of a button, at no additional cost to themselves. That gives them a go-to-market strategy like no other.

Prime's success is a prime example of effective influencer marketing. By leveraging high-profile personalities like Logan Paul and KSI, Prime created a marketing spectacle that resonated with sports enthusiasts globally, transforming a pre-existing boxing rivalry into a captivating narrative for promoting their hydration drinks.

This makes it easier than ever to create rapid and short-lived bubbles of interest around a particular product. Instead of spending years developing awareness around a product, influencers have spent years developing awareness around a personality. They then transfer that “awareness capital” from themselves onto a product, leading to high overnight demand without an existing customer base.

This upends some traditional norms about marketing. The product itself becomes secondary, and need not have lasting value in and of itself. Instead, influencer entrepreneurs often benefit from the explosive effects of short-lived and rapidly hyped products, one after another, disseminated widely across social media platforms.

Success or Failure?

Prime is still available in stores today, but it is frequently marked down, and nobody expects to get more than its market value, as adjusted by actual supply and demand. Compared to other global sports drinks, Prime's market presence and longevity are still in question.

It’s hard to say that Prime was an outright failure. Sales of the product were massive and rapid, earning over $250 million in retail revenue over its first year.

$\"assortment$

On the other hand, it’s hard to consider Prime a business success story like its competitors, such as Monster and Red Bull. Those brands have earned long-term brand loyalty and cultural awareness through decades of careful marketing and advertising. Sales of Prime slumped dramatically after the first year, and show no sign of picking up.

One could compare the sales of Prime to the drink itself: containing about four times as much caffeine as Coca-Cola, drinking a bottle would induce a massive energy rush, followed by just as massive a crash. Indeed, it is hard to see a product with such volatile effects as having anything but short-term success. Long-term consumers would have to be comfortable with its highs and lows.

In hindsight, Logan Paul and KSI probably got the results they wanted. Their history of rapid entrepreneurial schemes indicates a new and increasingly popular type of marketing strategy: fast growth and high revenue, fed by instantaneous influencer communication, with little planning for long-term customer loyalty.

Some back-of-the-envelope calculations reveal how this approach works:

\n
Together, Paul and KSI have about 47 million subscribers. Many of those subscribers overlap, so let’s say they have a combined 30 million people at their fingertips.
\n
\n
A single bottle of Prime costs about $2. Given their retail revenue numbers, this means that about 125 million bottles were sold.
\n
\n
That comes out to about 4 bottles per subscriber. Not every subscriber will have purchased a bottle, but many non-subscribers will have purchased a bottle.
\n

Four bottles per subscriber over the course of a year is not a whole lot, especially when you consider the fact that some drinkers were probably “whales” who bought entire boxes at once, while most bought only one or two bottles for the entire year. Compare this with a loyal drinker of Monster or Red Bull, who might drink 4 bottles per week. Also, given that much of the early sales were driven by a hype bubble, the actual number of bottles consumed might be even less.

Keep in mind that these numbers focus only on revenue. We don’t have any info about the cost of production. Paul and KSI probably made millions off the product, but not nearly the whole $250 million.

The best way to interpret this story is this: Prime was not the real product. Logan Paul and KSI’s real business model has always been and always will be their internet personalities. Prime was intended to build off of and enhance their images. In this sense, it is somewhat misleading to compare it to traditional energy drinks, which are standalone products in their own right.

What This Means For Ordinary Businesses: Marketing Strategy

If you happen to be an influencer with millions of subscribers, you might just be able to launch a new product without carefully considering its underlying value, doing responsible market research, or performing years of diligent marketing. Identifying a key target audience is crucial for effectively reaching and engaging with potential customers.

If you are like most people, however, you do not have the ability to talk to 30 million people at the click of a button. You are more likely to succeed via the traditional route: developing a valuable product, making sure it has a market, and honing in on a well-thought-out go-to-market strategy. Influencers creating their own brands have shown how authenticity and relatability can forge genuine connections with consumers.

Are you looking to launch a product or grow your business with a tried and trusted go to market strategy?

We’d love to talk.

","rss_summary":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

","rss_body":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

The Brains Behind Prime Energy Drink

Both personalities are similar in terms of their platforms, audience, and content. Both practice martial arts, and are serial entrepreneurs.

Bubbles and Perceived Scarcity in Supply

$\"prime$

The Role of Social Media

Success or Failure?

It’s hard to say that Prime was an outright failure. Sales of the product were massive and rapid, earning over $250 million in retail revenue over its first year.

$\"assortment$

Some back-of-the-envelope calculations reveal how this approach works:

\n
Together, Paul and KSI have about 47 million subscribers. Many of those subscribers overlap, so let’s say they have a combined 30 million people at their fingertips.
\n
\n
A single bottle of Prime costs about $2. Given their retail revenue numbers, this means that about 125 million bottles were sold.
\n
\n
That comes out to about 4 bottles per subscriber. Not every subscriber will have purchased a bottle, but many non-subscribers will have purchased a bottle.
\n

What This Means For Ordinary Businesses: Marketing Strategy

Are you looking to launch a product or grow your business with a tried and trusted go to market strategy?

We’d love to talk.

","tag_ids":[47910451610],"topic_ids":[47910451610],"post_summary":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

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Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

The Brains Behind Prime Energy Drink

Both personalities are similar in terms of their platforms, audience, and content. Both practice martial arts, and are serial entrepreneurs.

Bubbles and Perceived Scarcity in Supply

$\"prime$

The Role of Social Media

Success or Failure?

It’s hard to say that Prime was an outright failure. Sales of the product were massive and rapid, earning over $250 million in retail revenue over its first year.

$\"assortment$

Some back-of-the-envelope calculations reveal how this approach works:

\n
Together, Paul and KSI have about 47 million subscribers. Many of those subscribers overlap, so let’s say they have a combined 30 million people at their fingertips.
\n
\n
A single bottle of Prime costs about $2. Given their retail revenue numbers, this means that about 125 million bottles were sold.
\n
\n
That comes out to about 4 bottles per subscriber. Not every subscriber will have purchased a bottle, but many non-subscribers will have purchased a bottle.
\n

What This Means For Ordinary Businesses: Marketing Strategy

Are you looking to launch a product or grow your business with a tried and trusted go to market strategy?

We’d love to talk.

","postBodyRss":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

The Brains Behind Prime Energy Drink

Both personalities are similar in terms of their platforms, audience, and content. Both practice martial arts, and are serial entrepreneurs.

Bubbles and Perceived Scarcity in Supply

$\"prime$

The Role of Social Media

Success or Failure?

It’s hard to say that Prime was an outright failure. Sales of the product were massive and rapid, earning over $250 million in retail revenue over its first year.

$\"assortment$

Some back-of-the-envelope calculations reveal how this approach works:

\n
Together, Paul and KSI have about 47 million subscribers. Many of those subscribers overlap, so let’s say they have a combined 30 million people at their fingertips.
\n
\n
A single bottle of Prime costs about $2. Given their retail revenue numbers, this means that about 125 million bottles were sold.
\n
\n
That comes out to about 4 bottles per subscriber. Not every subscriber will have purchased a bottle, but many non-subscribers will have purchased a bottle.
\n

What This Means For Ordinary Businesses: Marketing Strategy

Are you looking to launch a product or grow your business with a tried and trusted go to market strategy?

We’d love to talk.

","postEmailContent":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

","postFeaturedImageIfEnabled":"https://19620338.fs1.hubspotusercontent-na1.net/hubfs/19620338/EVER-G2M%20Case%20Study-Prime%20Energy%20Drink-v1_cover%20%281%29%20%281%29.jpg","postListContent":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

","postListSummaryFeaturedImage":"https://19620338.fs1.hubspotusercontent-na1.net/hubfs/19620338/EVER-G2M%20Case%20Study-Prime%20Energy%20Drink-v1_cover%20%281%29%20%281%29.jpg","postRssContent":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

","postRssSummaryFeaturedImage":"https://19620338.fs1.hubspotusercontent-na1.net/hubfs/19620338/EVER-G2M%20Case%20Study-Prime%20Energy%20Drink-v1_cover%20%281%29%20%281%29.jpg","postSummary":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

","postSummaryRss":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

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Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

The Brains Behind Prime Energy Drink

Both personalities are similar in terms of their platforms, audience, and content. Both practice martial arts, and are serial entrepreneurs.

Bubbles and Perceived Scarcity in Supply

$\"prime$

The Role of Social Media

Success or Failure?

It’s hard to say that Prime was an outright failure. Sales of the product were massive and rapid, earning over $250 million in retail revenue over its first year.

$\"assortment$

Some back-of-the-envelope calculations reveal how this approach works:

\n
Together, Paul and KSI have about 47 million subscribers. Many of those subscribers overlap, so let’s say they have a combined 30 million people at their fingertips.
\n
\n
A single bottle of Prime costs about $2. Given their retail revenue numbers, this means that about 125 million bottles were sold.
\n
\n
That comes out to about 4 bottles per subscriber. Not every subscriber will have purchased a bottle, but many non-subscribers will have purchased a bottle.
\n

What This Means For Ordinary Businesses: Marketing Strategy

Are you looking to launch a product or grow your business with a tried and trusted go to market strategy?

We’d love to talk.

","rssSummary":"

Yet that initial success was short-lived. The product had no existing loyal customer base, and Prime is now frequently found in bargain bins and at reduced prices.

Let's dive in!

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You just finished dinner. After saying goodbye to friends, you walk outside to a white Camry where a stranger calls your name and happens to have your home address pre-programmed in their GPS. Do you get in?

Not only do we get in, but ride-share companies have become part of our everyday life. Companies like Uber and Lyft penetrated the transportation industry and remain active on-demand competitors because they continue to access brand strategy in ways that directly addressed areas of tension consumers faced when hailing a taxi.

These app-originating companies capitalized on the \"on demand\" culture to make a ride just a tap or two away. Real-time GPS tracking with ETA, fare transparency, and cashless payments are just some of the hallmark features that really began to win customers over. What is that old saying? A ride in the smartphone is worth two down the street?

\n\n

On the surface these companies may seem like two sides of the same coin, however, both have different cultures, services, coverage areas and rewards programs.

Perhaps most distinctly they have different brand strategies. This tale isn't old as time, rather it is a deep dive into the real world applications of a strong brand strategy and its magical powers to transform brands and transcend an industry standard.

Branding strategy is the long game where the finish line is the development of a brand that is easily identifiable, approachable, and fosters brand loyalty. A successful strategy is built upon the foundation of effectively communicating your concrete mission and the tangible and realistic promises you make to your customers.

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Merriam Webster defines the word uber as being \"a superlative example of its kind or class.\" Indeed this was the guiding light for leading rideshare mogul, Uber. Debuting in 2009, Uber's genesis began marketing luxury vehicles to their initial target customer base—business professionals. The sleek black and white logo paying homage to a classic black limo, took aim at making luxury transportation more widely accessible. Uber's biggest challenge? Its initial brand strategy to market exclusivity. Their model didn't scale. Tailing only a few years later, enters Lyft in 2012.

Lyft’s initial brand strategy focused on short-distance rides. Society was already introduced to the concept but they needed a way to stand out in the traffic. They chose pink fuzzy mustaches to enforce a strong brand recall and marketed a friendly, whimsical take on the business. Co-founders interviewed drivers themselves at the startup. Drivers were trained with the vision of the company in mind: a ride-share experience akin to hopping in a carpool line or grabbing a ride from a friend. They actively narrowed the gap between driver and passenger. The Lyft \"fist bump”, riding in the front seat, a conversational driver—these were the market differentiators that Lyft built its brand upon and customers followed.

Uber also grew as large cash infusions helped them aggressively expand to new markets faster than any of their competitors. These brands simultaneously became standard and set the standards. Both companies gained this traction from offering newer vehicles, apple pay, animated locations of your driver just to name a few. Their strategy was so powerful that it showed consumers what they were missing from the taxi industry and didn't even know it.

Brand Equity

While the brand strategy that made Uber and Lyft major modes of transportation proved wildly successful, they needed to evolve as the companies evolved. In London for example, Uber's largest international revenue stream, the government banned the company several times due to lack of passenger safety guidelines claiming Uber as \"not fit and proper.\" Failing to report claims of sexual harassment and lax background checks on drivers were at the forefront of London officials’ concerns. Brand recognition and popularity just were not enough to excuse Uber from meeting standards of safety in London. The check brand equity light was on.

Often misconceived, a branding strategy is not the sum of your logo, color palette, or website; though these creative elements are integral to a successful branding strategy. A branding strategy revolves around all the intangible elements that over time drive brand awareness, brand equity, and brand sentiment.

$\"visual$

Brand equity is a living breathing thing that like water ebbs and flows, slipping through the cracks if it is not replenished with consistency and dependability. Positive brand experiences appreciate in value. Brand awareness becomes preference.

This is also where color comes in. Color you say? Yes, pink specifically. The choice for Lyft’s pink was not random. It is a color that is playful, fun, a strong contrast to black and taxi cab yellow for that matter. But pink is also- safe. Pink is feminine, think baby girls and Breast cancer awareness. With the press surrounding the potential safety hazards and headlines about complaints made against their competitor, the color of their logo was powerful. Approachable. Both companies have chosen to pay homage to their hallmark color scheme. Lyft Pink is now the name of their membership service offering discounted rides. Uber Black is the option to choose a luxury car. Did that one even need an explanation? Probably not, because that is how strategic and powerful color can be.

Brand Value

During 2017 Uber conducted its second brand strategy overhaul in an effort to appeal to a customer base outside of the Silicon Valley percenters. \"The word UBER was a visual manspread, evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite,” stated Mark Wilson in an article for Fast Company. The induction of a new CEO to combat the \"toxic culture,\" new safety policies and a less aggressive, rounded font aptly named UberMove spearheaded this overhaul. Uber's new brand strategy: \"instantly recognizable, works around the world, and is efficient to execute.” Uber had already penetrated international markets, but their new brand strategy sought to tell a \"global mobility story\" that continues to keep them at the front of the pack. Uber's new logo was a visual representation of the company's efforts to overhaul not just their visuals but leave salacious press and a tired image in the dust.

Uber beefed up security protocols, and after the brand overhaul, London chose to overturn the ban on the app. Over 3 million Londoners were using Uber, with over 40,000 drivers. London was an example of how mega brands aren't always too big to fail. An investment in brand strategy helped propel them into the stratosphere where they might just now be.

Building your brand requires a careful balance between trust and image. You need to craft an image that is memorable, but what’s equally important is the emotional attachment customers bring to this image. When that connection between image and emotion is met, you develop trust with your customer. This is where the magic happens.

Recognition, Reputation & Connection

Being recognizable is more than simply customers knowing your brand, they need to have an emotional connection to it. A powerful brand message amalgamates those two emotions—quality coupled with a meaningful connection. How to leave your customers with an emotionally recognizable impact is the work of your brand.

Lyft did just that. They no longer needed pink fuzzy mustaches for brand recall. Instead they rolled out the use of the Lyft Amp—a light up device set in the dashboard to help with sustainability. “How you ride with Lyft is up to you” was the title of an email sent out to customers with simple pictorials as an effort to transition away from inaugural Lyft culture (i.e. the fist bump).The initial practices that carved out Lyft's place in the market were now limiting them away from the point A to B'ers.

As Lyft grew, their brand strategy shifted from establishing a customer base to expanding it. Uber expanded to food delivery with UberEats. The app that delivered people worked for food, too.

$\"brand$

Once you have solidified your position as a contender, you must compete. Their approach to price surging, for example, was a powerful market differentiator. The software that powers these apps is impressive. As an example, Lyft Engineering, the team behind the app calls this Dynamic Pricing and trust us when we say it involves a lot of math. In a nutshell, however, Lyft uses this to offer the \"wait and ride\" option to allow users the ability to wait out surge pricing. This is just another tactic to empower the consumer. Maybe you do want a luxury vehicle, Uber will show you several fares to the same destination based on car size and type. This also builds the recognition and trust that is so key to garnering future business. Perhaps most importantly it is where your marketing efforts really begin to pay off.

Staying Nimble with a Dynamic Brand Strategy

Brand Strategy and good branding should never be underestimated as they play a vital role in the success and growth of your business. Having a dynamic brand strategy is crucial for tapping into new customers. After confidence in ride-sharing was concrete, these companies were able to expand their market share to other services such as the now intergalactic UberEats which has spawned its own separate market joined with the likes of Doordash and Grubhub. A sweet spot in brand strategy sees the lifetime value of a customer as a true pillar of long-term success. Enter the likes of Uber Health.

Uber's new message \"Care begins with getting there\" flashes on the landing page of Uber health. \"Uber Health is a HIPAA-compliant technology solution for healthcare organizations that leverages the ride hailing power of the Uber platform. The web-based dashboard allows hospitals and other healthcare professionals to request, manage, and pay for rides for others, at scale.\" —Uber

In 2019 they rolled out a partnership with Boston Medical Center, and many other health systems are getting on board. Lyft followed suit with their \"quickest route to safety.\" In Lyft’s 2019 Economic impact report, 29% of riders reported using services for healthcare related transportation. Of these riders, ¾ said this made their health and well-care access “less of a hassle.”

Take Us Home

Today, you pull out your smartphone, swipe until you find the preferred icon, type in your destination, choose your vehicle preference, and wait for the screen to flash how many minutes until your car arrives. This platform didn't happen overnight. In fact. Years went into building and stabilizing a strong brand strategy that went into making getting in a car with a stranger feel safe. Feel more than safe—become part of your commute or your big night out. It is brand strategy that turned market disruptors like Uber and Lyft into the transportation staples they are today.

As far as global brand strategies go both Uber and Lyft are home runs. While Uber has focused on their expansion and continues to invest in new markets, Lyft has become an exciting competitor in the domestic sandbox. Both thrive in a market of their own creation. Effective brand strategies focus on areas of tension. Offering customers solutions to their everyday problems is one of the best ways to foster customer loyalty and continue to garner business. For example, Lyft’s partnerships with Walgreens and Uber Health were each an answer to the question: how do we appeal to loyal customers in new ways, while appealing to new customers in old ways?

Communication between your organization and your loyal customers is important to maintaining their trust. Communication means more than talking; it is about the connection that brings your product or service to the attention of both your customer and your employees. Communication in and of itself was a point of friction in the taxi cab industry that ride-share companies capitalized on. Access to a reliable ride is literally now in your pocket. App-based services are wildly successful mainly because they empower users. We like things at our fingertips.

Though developing a brand identity is incredibly important, creating a plan to market and grow that brand is equally so. You need to convey who you are and what you stand for if you want to succeed in your field. When you execute a quality branding strategy, you start by showing customers what makes your business unique. Then, you need to continue to do it in new and exciting ways. When you deliver on your promises and achieve your goals, customers are more likely to turn intent into action. Why? Trust. Your business feels like a safe place to spend well-earned dollars. This means that they are more likely to not only browse your services and engage with your brand elements but hire you to provide them. These are your intangibles. This is a strong brand strategy. It gave Uber back their new car smell. It gives us a Lyft. What could it do for you?

EverWonder’s Brand Development Services can be helpful in getting started and building a brand strategy, regardless of where you are at in your business. Ever wonder about your brand strategy? Reach out.

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\n\n

On the surface these companies may seem like two sides of the same coin, however, both have different cultures, services, coverage areas and rewards programs.

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

$\"visual$

Brand Value

Recognition, Reputation & Connection

As Lyft grew, their brand strategy shifted from establishing a customer base to expanding it. Uber expanded to food delivery with UberEats. The app that delivered people worked for food, too.

$\"brand$

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

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\n\n

On the surface these companies may seem like two sides of the same coin, however, both have different cultures, services, coverage areas and rewards programs.

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

$\"visual$

Brand Value

Recognition, Reputation & Connection

As Lyft grew, their brand strategy shifted from establishing a customer base to expanding it. Uber expanded to food delivery with UberEats. The app that delivered people worked for food, too.

$\"brand$

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

","postBodyRss":"

\n\n

On the surface these companies may seem like two sides of the same coin, however, both have different cultures, services, coverage areas and rewards programs.

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

$\"visual$

Brand Value

Recognition, Reputation & Connection

As Lyft grew, their brand strategy shifted from establishing a customer base to expanding it. Uber expanded to food delivery with UberEats. The app that delivered people worked for food, too.

$\"brand$

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

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\n\n

On the surface these companies may seem like two sides of the same coin, however, both have different cultures, services, coverage areas and rewards programs.

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

$\"visual$

Brand Value

Recognition, Reputation & Connection

As Lyft grew, their brand strategy shifted from establishing a customer base to expanding it. Uber expanded to food delivery with UberEats. The app that delivered people worked for food, too.

$\"brand$

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

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The Greeks and Romans knew a thing or two about pillars. One could make the case that their architectural contributions were the foundation of society as we know it. They represent structure, fortitude, built with the innate ability to support and withstand the test of time. Conducting business catalyzed by the power of primal branding is just that, a foundational support to carry your business across the evolving terrain of building brands that stand the test of time. At EverWonder we not only strive to support brand development and marketing, but to be on the ground floor with you establishing the foundation.

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Primal branding is the raw material we use to access the very core of your band, extract the DNA, and produce an end-product that stands the Darwinian test of time. Brands work because there is an alignment between core message and the soul of the consumer. We access and address the needs of consumer biology to deliver products that make you fittest for survival.

“‘Primal Branding '’ is the root code for building seriously authentic Brands. It is nontraditional and uncovers the building blocks that attract people and gather them together. As human beings, we are hard-wired to cluster in groups and build communities with common language, purpose, affinities and desires. For thousands of years, these human clusters have risen seemingly spontaneously and without reason. But we have discovered the pattern behind community building that has existed for tens of thousands of years. It is systematic, definitive, predictive, and triggers the essence of what it means to be human. It is Primal.” – Patrick Hanlon, Primalbranding: Create Zealots for your Brand, Your Company, and Your Future.

Primal Branding works because it is not just a good recipe. Anyone can bake a cake with step-by-step instructions, and surely it smells and tastes the same every time. Primal branding is opening the pantry, pulling out the ingredients, and surpassing the expectations of a cake box. It is connected, dynamic, cohesive, collaborative, sustainable, and unique.

This take on marketing and branding works because it is rooted in strategy. These roots or pillars are the bedrock to formulating a successful and meaningful brand identity. Let’s introduce you to the ingredients, we don’t mind spilling the beans since we are the secret sauce.

The 7 Pillars

$\"EWCO_PrimalBranding_3\"$

1. Story

Your creation story is your “why.” It is the question and the answer. It is the beating heart of your brand and ultimately the backbone of the gravitational field it generates. The Social Network (2010) has grossed over 96 million. All great brands have a genesis story, and it turns out this particular one was worth about a billion dollars.

Consider you are a broke college student backpacking one summer and you lose your prescription glasses. Facing down the hefty expense of replacements, a whole semester goes by before you are wearing proper glasses again. Exasperated by the inflated and stressful eyewear market- Warby Parker was born. Woven from the ideas behind its evolution to execution, the brand boasts “Buying eyewear should leave you happy and good-looking, with money in your pocket.”

Warby Parker’s origin story leaves us compelled, engaged, and ready to buy into the whole blue light-blocking trend. We too were once broke college kids, playing beer pong and hoping we didn’t stumble home and crack our glasses.

Your story is what defines you, your creation story is why it defines you. This makes brands more than relatable; it makes them family. Tuck us in, read us your bedtime story…don’t forget your readers.

2. Creed

Once you’ve shared your story, we need to hear your battle cry. This second pillar is your creed, your motto, your core values and beliefs.

Ben & Jerry’s provides a delicious example of a clear and concise creed: “We believe that ice cream can change the world.” Immediately and simplistically we know who and what they are about. They focus on making delicious ice cream while initiating innovative ways to improve the quality of life for those on local, national, and even global levels. It is this kind of innovation that brings people together.

Developing a strong and unifying message gives a brand integrity and builds brand loyalty through human connection. This is effective, because given the option among many ice creams – if we are going to splurge, we might as well also help the planet. Just ask Cherry Garcia.

3. Icon

In nature, something as primal as the color red signals danger. This is why stop signs work- this is why one could argue stop signs are the proverbial Godfather of icons. These are images that once seen are hardwired to become synonymous with their meaning.

We traditionally think of icons as visual: the Nike swoosh, Mickey Mouse ears, Apple’s Apple.

When you leverage primal branding you embrace all the senses. This enables Icons to offer a meaningful and visceral presence, instantly recognizable. It is the t-shirt that says you went to the show. It is the magnet you bring home from your trip. It is why we say Starbucks instead of coffee. Icons allow us to recognize and connect with a brand without a spoken or written word. They are that powerful.

4. Ritual

Rituals, the fourth pillar, offer an insertion point for relating to consumers in the most intimate of ways. Accessing a ritual or building a new one gives companies and brand-builders perspective into unconventional ways to access culture, ceremony, and routine on an intimate level.

Take posting an Instagram photo: you upload the asset, choose a filter, maybe add a tag or two, and post. This is a ritual. In fact, social media is a platform prime for ritual. There is an innate rush from engaging with a business that you see others support, and that rush is especially powerful if you connect with those who are engaging with it. It is the dopamine rush of completing a task. If someone you admire publicly “likes” a brand, then engaging with that brand makes you feel connected with that person, too. The ritual becomes two-fold: for you, the client, creating meaningful content for your community as well as for the consumers who engage with it.

Your brand should have its own rituals that drive customers to engage, buy, or otherwise convert, as well as exterior rituals that carry out your creed or mission statement. Then, allow your customers to evolve their own rituals unique and inclusive to your brand. Wash, rinse, repeat.

5. Lexicon

Languages, lexicon, jargon, dialect. Communication whether written, spoken or heard, and sometimes even felt is pure humanity. This pillar of social code is concrete. If learning new languages opens doors, imagine what building a new one does.

Think about how Apple virtually owns a vocabulary of its own: headphones are AirPods, “Macs” for laptops. That may be a cell phone you are holding but you still call it your I-Phone don’t you? Apple even created aspects of tech that only work for their community, like AirDrop. When you speak Apple, you connect with a devoted community that is all about the language, or lexicon, of this powerful brand.

Your language should speak to who you are as a company. In fact, many of the terms in your marketing language may hold special meaning for your brand, whilst some may not even make complete sense to those outside your brand’s community. Speaking the “common tongue” makes users part of a sacred nation.

Should I call us an Uber?

Feel free to “like,” “comment,” “follow.”

6. Non believer

Knowing who and what you are is just as important as knowing who and what you are not. Who will not “follow?” Who you do not serve is just as important: What is your antithesis? Who is your arch nemesis? Are you team A or team B? Maybe you don’t know exactly what you want, but odds are you know exactly what you don’t want. This is valuable data, knowing these answers solidifies identity, better allocates resources, and is often an overlooked strategy.

Many brands have developed and thrived on polarity – iPhone vs. Androids, Ford vs. GM, and, of course, Coke vs. Pepsi.

Pepsi leverages the “us vs. them” strategy in their marketing from celebrity endorsements to competitions. Coke, takes a less polarizing (more polar bear) approach. From its iconic “I’d Like to Buy the World a Coke” to its Unity apparel and “Have a Coke and a Smile'' slogan, Coke sees its non-believers differently. Instead of only galvanizing its loyal consumers, it aims to win over its non-believers- by handing them a Coke—with their name on it.

7. Leadership

This is the who: the leaders and trailblazers who hold the vision of your business are the powerful component and final pillar of your brand. The leader’s story speaks to us.

Oprah’s slow rise to fame and the empire she built upon a daytime talk show has many buying up her list of “favorite things” every Christmas. Elon Musk dumps a bunch of Bitcoin and suddenly we are reading cryptocurrency blogs. Maybe we listen to a podcast interview with Dave Asprey on the way to work, and the next morning we are making Bulletproof Coffee.

Consider not just the personality of these leaders but what they represent. They are icons for your brand as much as your logo. Each of these leaders brings with them a wealth of associations, positive and negative. We still follow them into battle, but they too are fallible. . Take Jeff Bezos, for example. He is certainly an iconic leader, but Amazon has had recent issues with unfair pay or extreme workdays. His moral code and approach to business might not align with yours, but no one can attest to him being an innovator.. Leaders are yet another vehicle to potentially build trust or erode it. It takes 12 positive interactions to recover from one bad brand experience for your consumers — think about that.

Invest in Your Brand, Boost Your Marketing Strategy

Zooming in and out on each of these pillars showcases the value of a comprehensive marketing strategy. Social Media is just one medium, it is a tool and a tactic but not the end all be all. Cavemen needed tools too, but at this point quite frankly “going viral” probably also needs some re-branding.

The pillars give us the background and details necessary to connect the dots and transform a company into a community. Not an easy feat by any means. Sculpting a mission, vision, values, voice, and tone takes time. Next are the visual elements—logo, typography, images, video, and even your color palette—to incorporate and build upon the pillars you’ve constructed. Your brand then comes to life. Primal branding offers the platitude to convey the thoughts, feelings, and desires you have for your business inspiring your followers to experience them as well.

EverWonder is not just a tool, we are the tool box. We are your carpenter, welder, we are your sous-chef, your front and back of house. We are your Umami. We weaponize the power of Primal Branding to deliver your vision and brand equipped for today’s dynamic consumer landscape.

Consider Simon Sinek’s “Start with Why” methodology where he coined the Golden Circle. Trust the WHY about what your company believes in first, before counting followers and profit. Think about what builds your community rather than what sells your product, and you will naturally do both. EverWonder’s perspective is not to just build better brands, it is to build brands- better. We start with the birth of your idea and we build with you side by side. You become part of our pack, or rather we become part of yours. “Rome wasn’t built in a day.” So, let’s build it together: pillar by pillar.

","rss_summary":"

\n","rss_body":"

\n\n

The 7 Pillars

$\"EWCO_PrimalBranding_3\"$

1. Story

2. Creed

Once you’ve shared your story, we need to hear your battle cry. This second pillar is your creed, your motto, your core values and beliefs.

3. Icon

We traditionally think of icons as visual: the Nike swoosh, Mickey Mouse ears, Apple’s Apple.

4. Ritual

5. Lexicon

Should I call us an Uber?

Feel free to “like,” “comment,” “follow.”

6. Non believer

Many brands have developed and thrived on polarity – iPhone vs. Androids, Ford vs. GM, and, of course, Coke vs. Pepsi.

7. Leadership

This is the who: the leaders and trailblazers who hold the vision of your business are the powerful component and final pillar of your brand. The leader’s story speaks to us.

Invest in Your Brand, Boost Your Marketing Strategy

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\n\n

The 7 Pillars

$\"EWCO_PrimalBranding_3\"$

1. Story

2. Creed

Once you’ve shared your story, we need to hear your battle cry. This second pillar is your creed, your motto, your core values and beliefs.

3. Icon

We traditionally think of icons as visual: the Nike swoosh, Mickey Mouse ears, Apple’s Apple.

4. Ritual

5. Lexicon

Should I call us an Uber?

Feel free to “like,” “comment,” “follow.”

6. Non believer

Many brands have developed and thrived on polarity – iPhone vs. Androids, Ford vs. GM, and, of course, Coke vs. Pepsi.

7. Leadership

This is the who: the leaders and trailblazers who hold the vision of your business are the powerful component and final pillar of your brand. The leader’s story speaks to us.

Invest in Your Brand, Boost Your Marketing Strategy

","postBodyRss":"

\n\n

The 7 Pillars

$\"EWCO_PrimalBranding_3\"$

1. Story

2. Creed

Once you’ve shared your story, we need to hear your battle cry. This second pillar is your creed, your motto, your core values and beliefs.

3. Icon

We traditionally think of icons as visual: the Nike swoosh, Mickey Mouse ears, Apple’s Apple.

4. Ritual

5. Lexicon

Should I call us an Uber?

Feel free to “like,” “comment,” “follow.”

6. Non believer

Many brands have developed and thrived on polarity – iPhone vs. Androids, Ford vs. GM, and, of course, Coke vs. Pepsi.

7. Leadership

This is the who: the leaders and trailblazers who hold the vision of your business are the powerful component and final pillar of your brand. The leader’s story speaks to us.

Invest in Your Brand, Boost Your Marketing Strategy

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\n\n

The 7 Pillars

$\"EWCO_PrimalBranding_3\"$

1. Story

2. Creed

Once you’ve shared your story, we need to hear your battle cry. This second pillar is your creed, your motto, your core values and beliefs.

3. Icon

We traditionally think of icons as visual: the Nike swoosh, Mickey Mouse ears, Apple’s Apple.

4. Ritual

5. Lexicon

Should I call us an Uber?

Feel free to “like,” “comment,” “follow.”

6. Non believer

Many brands have developed and thrived on polarity – iPhone vs. Androids, Ford vs. GM, and, of course, Coke vs. Pepsi.

7. Leadership

This is the who: the leaders and trailblazers who hold the vision of your business are the powerful component and final pillar of your brand. The leader’s story speaks to us.

Invest in Your Brand, Boost Your Marketing Strategy

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In a recent article, Connecting with Future Buyers, we talked about how B2B brands can stay competitive in today’s marketplace. One of the key takeaways from that article was that brands should use Category Entry Points to stay top-of-mind with their buyers.

Staying top-of-mind just means being the first brand that people think of when they need to buy the kind of product you offer. It’s important because people will usually buy the brand they know most.

Category Entry Points (CEPs) are triggers for memories. They are anything that might cause a buyer to think of your brand, and thereby keep you top-of-mind. They are effectively learned behaviors, like learning a new word. Each CEP opens a direct connection between a brand and a potential buyer.

\n\n

Let’s take a closer look at how marketing teams can use CEPs to stay top-of-mind.

The Five Types of Category Entry Points

A Category Entry Point is like a door into your brain. It is a point where something enters your mind and makes you remember a specific category.

In theory, this could include anything that affects your sense of sight, sound, taste, touch, or smell. But when it comes to brand marketing for B2B, you usually rely on the first two senses. This means that, for our purposes, there are only a few main types of Category Entry Points.

$\"category$

Why you are buying.

This narrows down the buyer’s top-of-mind considerations to the purpose at hand.

When you are buying.

This especially means what time of the year, because of seasonality, but can also mean what time of day or even what day of the week.

Where you are buying.

The physical environment you are in can offer up cues, like signs or announcements.

$\"cateogry$

With whom you are buying.

The needs and wants of other people will affect your buying decisions, especially if you are a partner in a business.

With what you are buying.

Purchases often go hand in hand, and a business will be concerned with how one product will work with another.

CEP Example: McDonald’s

Fast food companies are arguably the greatest masters of CEP today. Although not B2B, it helps to consider McDonald’s marketing strategy for staying top of mind with buyers and enhancing customer loyalty.

McDonald’s constantly reminds you why you should buy their food–because it tastes good! Of course, their slogan is “I’m lovin’ it”, and their advertisements bombard you with pictures of delicious, greasy fries.

McDonald’s changes its tactics based on when you are hungry. They show breakfast ads in the morning, seasonal specialties throughout the year, and ads for all buying situations.

McDonald’s pays attention to where you are buying. Consider the difference between advertising to drivers with a billboard, and advertising to people online with banner ads.

McDonald’s reminds you who you are buying with by advertising kids meals and family value meals. They understand what matters in consumers' lives.

McDonald’s reminds you what else you are buying by selling products in combo deals and meal packages.

In the B2B space, building brand awareness through CEPs follows the same principles, even if the exact steps are not quite as obvious. Each brand will have to figure out the best CEPs to work with, based on the nature of their product.

Why Do Category Entry Points Work?

Category Entry Points work because they teach your brain to recognize a brand. People don’t know about companies the moment they are born. Instead, remembering a brand is a specific learned activity. It takes between 7-12 brand impressions to develop brand recall.

$\"6$

Education research has determined that it takes 6 to 7 repetitions, on average, to learn a new word. Marketing and branding are similar. You need to expose people to the same CEP 6 to 7 times in order for it to become a learned behavior.

Once a CEP has become “learned”, it becomes automatic. When you see the word “apple”, you automatically read it and think about the fruit. Similarly, when you see the Apple logo, you automatically “read” it and think about the tech company.

$\"Each$

Prioritizing category entry points can improve mental availability. CEPs keep you top-of-mind in buyers’ eyes and reduce the likelihood that they switch to a different company. Research from Ehrenberg-Bass found that each additional CEP linking to a brand reduced the probability of defection by 5%.

Top-of-mind Awareness

Being at the top of a buyer’s mind means they will be more likely to buy from you than anyone else. Nobody wants to examine 50 different alternatives. At best, they might look at the top 2 or 3.

Most marketing strategies are really geared towards this end in one way or another. SEO, for example, has the explicit goal of making your website hold the top slot in Google’s search rankings. But implicitly, this gives it the goal of having the top slot in your buyer’s heads, because the first brand they will think of will often be the first one they see on Google.

Top-of-mind awareness is also important because many buyers are not in the market right now, but they will be in a few years. This happens, for example, if a company needs to buy new computers every 4 years, or replace automobiles every 10 years. In these cases, you need to remain top of mind with buyers, even when they aren’t likely to buy for a few years.

Conclusion: Teaching as a Way of Building CEPs

In our last post, Connecting With Future Buyers: Why Marketers Demand A Higher Standard Of B2B Content, we talked about how better content can help you stand apart from your competitors. Better content says something different. It provides novel information and effectively teaches people something new.

People like to learn new things. The good news is, digesting CEPs really is learning new things. When you condition future buyers to respond to your CEPs, you are literally teaching them to respond to things in a new way.

This is one reason why content marketing can be so powerful when done right. If your content teaches people something new about the world, people will come to associate that new idea with your brand. Informative, educational content can double as a CEP that helps your brand stay top-of-mind. And it complements traditional brand positioning work.

","rss_summary":"

\n","rss_body":"

\n\n

Let’s take a closer look at how marketing teams can use CEPs to stay top-of-mind.

The Five Types of Category Entry Points

A Category Entry Point is like a door into your brain. It is a point where something enters your mind and makes you remember a specific category.

$\"category$

Why you are buying.

This narrows down the buyer’s top-of-mind considerations to the purpose at hand.

When you are buying.

This especially means what time of the year, because of seasonality, but can also mean what time of day or even what day of the week.

Where you are buying.

The physical environment you are in can offer up cues, like signs or announcements.

$\"cateogry$

With whom you are buying.

The needs and wants of other people will affect your buying decisions, especially if you are a partner in a business.

With what you are buying.

Purchases often go hand in hand, and a business will be concerned with how one product will work with another.

CEP Example: McDonald’s

McDonald’s changes its tactics based on when you are hungry. They show breakfast ads in the morning, seasonal specialties throughout the year, and ads for all buying situations.

McDonald’s pays attention to where you are buying. Consider the difference between advertising to drivers with a billboard, and advertising to people online with banner ads.

McDonald’s reminds you who you are buying with by advertising kids meals and family value meals. They understand what matters in consumers' lives.

McDonald’s reminds you what else you are buying by selling products in combo deals and meal packages.

Why Do Category Entry Points Work?

$\"6$

$\"Each$

Top-of-mind Awareness

Being at the top of a buyer’s mind means they will be more likely to buy from you than anyone else. Nobody wants to examine 50 different alternatives. At best, they might look at the top 2 or 3.

Conclusion: Teaching as a Way of Building CEPs

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\n\n

Let’s take a closer look at how marketing teams can use CEPs to stay top-of-mind.

The Five Types of Category Entry Points

A Category Entry Point is like a door into your brain. It is a point where something enters your mind and makes you remember a specific category.

$\"category$

Why you are buying.

This narrows down the buyer’s top-of-mind considerations to the purpose at hand.

When you are buying.

This especially means what time of the year, because of seasonality, but can also mean what time of day or even what day of the week.

Where you are buying.

The physical environment you are in can offer up cues, like signs or announcements.

$\"cateogry$

With whom you are buying.

The needs and wants of other people will affect your buying decisions, especially if you are a partner in a business.

With what you are buying.

Purchases often go hand in hand, and a business will be concerned with how one product will work with another.

CEP Example: McDonald’s

McDonald’s changes its tactics based on when you are hungry. They show breakfast ads in the morning, seasonal specialties throughout the year, and ads for all buying situations.

McDonald’s pays attention to where you are buying. Consider the difference between advertising to drivers with a billboard, and advertising to people online with banner ads.

McDonald’s reminds you who you are buying with by advertising kids meals and family value meals. They understand what matters in consumers' lives.

McDonald’s reminds you what else you are buying by selling products in combo deals and meal packages.

Why Do Category Entry Points Work?

$\"6$

$\"Each$

Top-of-mind Awareness

Being at the top of a buyer’s mind means they will be more likely to buy from you than anyone else. Nobody wants to examine 50 different alternatives. At best, they might look at the top 2 or 3.

Conclusion: Teaching as a Way of Building CEPs

","postBodyRss":"

\n\n

Let’s take a closer look at how marketing teams can use CEPs to stay top-of-mind.

The Five Types of Category Entry Points

A Category Entry Point is like a door into your brain. It is a point where something enters your mind and makes you remember a specific category.

$\"category$

Why you are buying.

This narrows down the buyer’s top-of-mind considerations to the purpose at hand.

When you are buying.

This especially means what time of the year, because of seasonality, but can also mean what time of day or even what day of the week.

Where you are buying.

The physical environment you are in can offer up cues, like signs or announcements.

$\"cateogry$

With whom you are buying.

The needs and wants of other people will affect your buying decisions, especially if you are a partner in a business.

With what you are buying.

Purchases often go hand in hand, and a business will be concerned with how one product will work with another.

CEP Example: McDonald’s

McDonald’s changes its tactics based on when you are hungry. They show breakfast ads in the morning, seasonal specialties throughout the year, and ads for all buying situations.

McDonald’s pays attention to where you are buying. Consider the difference between advertising to drivers with a billboard, and advertising to people online with banner ads.

McDonald’s reminds you who you are buying with by advertising kids meals and family value meals. They understand what matters in consumers' lives.

McDonald’s reminds you what else you are buying by selling products in combo deals and meal packages.

Why Do Category Entry Points Work?

$\"6$

$\"Each$

Top-of-mind Awareness

Being at the top of a buyer’s mind means they will be more likely to buy from you than anyone else. Nobody wants to examine 50 different alternatives. At best, they might look at the top 2 or 3.

Conclusion: Teaching as a Way of Building CEPs

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\n\n

Let’s take a closer look at how marketing teams can use CEPs to stay top-of-mind.

The Five Types of Category Entry Points

A Category Entry Point is like a door into your brain. It is a point where something enters your mind and makes you remember a specific category.

$\"category$

Why you are buying.

This narrows down the buyer’s top-of-mind considerations to the purpose at hand.

When you are buying.

This especially means what time of the year, because of seasonality, but can also mean what time of day or even what day of the week.

Where you are buying.

The physical environment you are in can offer up cues, like signs or announcements.

$\"cateogry$

With whom you are buying.

The needs and wants of other people will affect your buying decisions, especially if you are a partner in a business.

With what you are buying.

Purchases often go hand in hand, and a business will be concerned with how one product will work with another.

CEP Example: McDonald’s

McDonald’s changes its tactics based on when you are hungry. They show breakfast ads in the morning, seasonal specialties throughout the year, and ads for all buying situations.

McDonald’s pays attention to where you are buying. Consider the difference between advertising to drivers with a billboard, and advertising to people online with banner ads.

McDonald’s reminds you who you are buying with by advertising kids meals and family value meals. They understand what matters in consumers' lives.

McDonald’s reminds you what else you are buying by selling products in combo deals and meal packages.

Why Do Category Entry Points Work?

$\"6$

$\"Each$

Top-of-mind Awareness

Being at the top of a buyer’s mind means they will be more likely to buy from you than anyone else. Nobody wants to examine 50 different alternatives. At best, they might look at the top 2 or 3.

Conclusion: Teaching as a Way of Building CEPs

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“I’m willing to bet my career on one guy!”

Convincing the team to invest in one player was challenging. Instead of spreading their budget across 3 or 4 players, Sonny Vaccaro persuaded them to focus on just one. Then he took it a step further. Nike didn't just invest in one player; they went ALL IN by creating a \"sub\" brand around that athlete. Some basketball fans might even say that Air Jordan is the main brand, not Nike. But that's a debate for another time. Despite the risks, they believed the potential rewards could be huge, and as we now know—they were right! Nike pioneered influencer marketing.

In our previous MUSE, we delved into the essence of branding, using the iconic sportswear giant Nike and the story of Air Jordan. We explored how a brand transcends its tangible products, becoming an inspiration and motivation for its global community. For instance, the \"Just Do It\" campaign, now the iconic slogan, was never just about selling shoes; it was a call for individuals to surpass their boundaries and achieve the “unachievable”.

But what happens next? Once a brand has established its narrative and ethos, how does it continue to evolve while staying true to its core? In this sequel, we'll dig further into the intricate world of brand evolution. We'll uncover the strategies that ensure a brand doesn't just resonate at a particular moment in time but continues to be relevant, impactful, and cherished by its audience long into the future. The next chapter of a brand's journey: sustaining its legacy while charting new territories.

Becoming a Cultural Icon That Spans Generations

“Rather than have the athlete wear our shoes, we create the shoe around the athlete.”

And they did. They created one of the greatest basketball shoes ever made. They created a shoe that wasn’t just a product, it was the physical manifestation of an individual. Nike designed Air Jordan so their consumers could embody Michael Jordan.

$\"michael$

In 1986 alone, Nike sold over $100M Air Jordan's.

Nike were trailblazers in building a brand that truly connects with people on many levels. They're not just about selling sneakers and sportswear; they've mastered the art of forging deep emotional bonds with their customers and their community. Nike's famous slogan \"Just Do It\" isn't just about sports; it's about empowerment, determination, and individuality, making it more than just a sports brand. Ask any basketball fan, Air Jordan aren't just shoes; they’re a cultural phenomenon blending sports, fashion, culture, history, and hip-hop. Nike teaches us the incredible impact of being more than just a product and evolving into a symbol of your community and what you both stand for.

Air Movie: An Outcome of Outcomes

Air depicts the history-changing partnership between Michael Jordan and Nike, including the origin story of Air Jordan. The movie’s star-studded cast, including Ben Affleck (Director), Matt Damon, and Viola Davis, launched the movie into the spotlight, making a cool $90 million in box office sales worldwide since it launched in April 2023.

Air is a fascinating tale of ambition, risk-taking, and the power of storytelling. Matt Damon plays Nike sports marketing executive Sonny Vaccaro, who was obsessed with signing Jordan. Vaccaro saw Jordan's undeniable talent and potential to be a global icon, and he was determined to make him the face of Nike. But it wasn't easy. As you can imagine, MJ had no shortage of ridiculous offers. Luckily, Michael’s mother Deloris was one of the original momagers and was involved in every aspect of her son’s career off-court. Deloris was hesitant to let Michael sign with any brand. She was worried they would exploit her son, and she didn't want him to become a sellout. So sweet little Mrs. Jordan negotiated one of the most lucrative partnerships in sporting history, and in turn, changed an age-old industry “norm”. They’re a family of history makers over there in the Jordan house.

Michael Jordan signed with Nike in 1984, and the rest is history. Air Jordan sneakers became a global phenomenon, and Jordan became one of the most famous athletes in the world. The movie Air is a celebration of Nike's foresight and the lasting power of building a brand. It's also a story about the importance of believing in someone's potential, even when everyone else thinks you’re crazy. Air is a must-see for any fan of business, sports, or storytelling. It's an inspiring story that will teach you valuable lessons about branding, marketing, and creating a movement.

$\"importance$

Air has a lot of key takeaways for business and sales, but here are the top 4 us marketeers love:

The importance of having a vision: Vaccaro had a clear vision for Nike and Jordan, and he never gave up on it.
The importance of taking risks: Nike was willing to take a risk on a young player like Jordan, and it paid off handsomely.
The importance of storytelling: Sonny was able to convince Jordan to sign with Nike by telling him a story about his future. If you haven't seen it… watch it here.
The importance of building a brand: Nike has spent decades building a strong brand identity, and in turn created a loyal customer community that spans across the entire world.

Strategic Implications of the Silver Screen

Movies like Air and Barbie are global gifts handed to brands that amplify their status as cultural icons. The memes, gifs, reviews, viral posts, and trends all play an important part in each company's sales enablement, demand generation, and inbound marketing strategies. From the perfect product placement showcasing Air Jordan to the origin story fueling nostalgia in past consumers while capturing the attention of a new younger audience, Air is marketing excellence.

Authenticity is paramount for every brand. The Air movie wasn't just about product placement; it was about the story and ensuring that Nike's image aligned seamlessly with it. This alignment allowed Nike to authentically become a part of the movie, as opposed to feeling like an ad, resonating with viewers on a deeper level. Authenticity in brand narrative ensures that consumers don't feel like they're being sold to but rather invited to join a larger, meaningful story, creating a stronger and lasting brand-consumer connection.

How Your Brand Can Adopt an “Outcomes of Outcomes” Mindset

Become obsessed with your community (in a non-creepy way) and then show up for them with no strings attached. No sales pitch. Just there for them.

Here are 15 questions to help you dig deeper into your community and what drives them:

What writers, authors, or experts do you follow?
What social media accounts do you like?
How do you consume content online?
What brands do you love and why?
What do they do in their free time?
What are your guilty pleasures?
What stresses you out on a regular basis?
What do you worry about? What keeps you up at night?
What big goals have you set yourself for the next 12 months?
What is the one thing you wish you could change about our industry?
If you could change one thing about the world, what would it be and why?
What is the biggest risk you've ever taken, and what did you learn from it?
If money wasn’t an object, what passion project would you pursue full-time?
What do you wish companies/brands in this industry understood about you?
What’s the “I can’t believe this exists” dream solution that you’d pay anything for?

Once you've answered these questions and identified your community's key values and motivations, then keep that at the forefront of every decision you make in your business. This is your north star. This is how you adopt an outcome of outcomes mindset driven by values.

$\"pair$

In the case of Nike, their community, and their customers, wanted to be Michael Jordan. They didn’t want to be triathlon runners. They wanted to be the MVP, to feel like they could fly through the air and dunk like Jordan. They wanted to be superstars, rebels, unstoppable. So Nike gave them a shoe that personified exactly that.

2023 Worldwide footwear sales:

$29B - Nike
$13.1B - Adidas
$2.1B - Converse

Air Isn't About Michael Jordan At All

Air closes without a single scene showing Michael Jordan's face. Initially, it's an odd feeling having just given 112 minutes of your life to a biographical film and never seeing the main character's face. This is a movie about Michael Jordan, right?

Wrong. Air isn't about Michael Jordan at all, it's about the people who made Michael Jordan possible. It's about his inner circle. The people who believed in him and stood by him every step of the way. It's a movie about the importance of aligning values and knowing the impact of your decisions. Air is about having people in your corner you trust. People who only want the best for you and your team.

$\"5$

That's exactly what we do at EverWonder: partner with great brands and treat them like our own.

The outcomes of partnering with great brands:

↳ our team is motivated and invested

↳ this increases their creativity and innovation

↳ increases connection, happiness, and team culture

↳ fuels our team to strive for better results for our company

↳ creates better results for our clients and strengthens our partnership

Creating a Full Circle: Leveraging Outcomes of Outcomes

1985: Nike releases the first Air Jordan

1986: Nike sells over $100M Air Jordan's in the first year

2020: Nike releases a 10-part docu-series with Netflix

2022: Nike dominates the sneaker industry selling +$29B

2023: Air movie is released grossing $90M worldwide

2023: Michael Jordan received $400M per year from Air Jordan sales

$\"3$

Nike excels in creating interconnected posts and campaigns that reinforce their overarching message. Even without saying it, campaigns like Nike - You Can’t Stop Us and Nike - Find Your Greatness, echo “Just Do It”. Everything they put out there, be it commercials, social media content, events, or partnerships, all ties back to that core message of motivation, excellence, and pushing the boundaries. It ripples through each piece of content making the impact of each even more powerful.

$\"michael$

When it comes to branding, Nike just do it. They understand that their actions and messages have a life of their own. It's not just about one campaign or one product; it's a continuous story that keeps inspiring and pushing us to be our best. Their strategy not only makes their brand shout louder but also keeps us pumped up and ready to conquer whatever life throws our way.

Stay tuned for part 3 of this series, Air Untold Story: Committed To The ‘Off-Screen’ Stars: Here we cover the untold story of Artist Equity: How Affleck & Damon revolutionized the industry with 'Air'. Dive in to see how they prioritized people over projects!

","rss_summary":"

“I’m willing to bet my career on one guy!”

","rss_body":"

“I’m willing to bet my career on one guy!”

Becoming a Cultural Icon That Spans Generations

“Rather than have the athlete wear our shoes, we create the shoe around the athlete.”

$\"michael$

In 1986 alone, Nike sold over $100M Air Jordan's.

Air Movie: An Outcome of Outcomes

$\"importance$

Air has a lot of key takeaways for business and sales, but here are the top 4 us marketeers love:

The importance of having a vision: Vaccaro had a clear vision for Nike and Jordan, and he never gave up on it.
The importance of taking risks: Nike was willing to take a risk on a young player like Jordan, and it paid off handsomely.
The importance of storytelling: Sonny was able to convince Jordan to sign with Nike by telling him a story about his future. If you haven't seen it… watch it here.
The importance of building a brand: Nike has spent decades building a strong brand identity, and in turn created a loyal customer community that spans across the entire world.

Strategic Implications of the Silver Screen

How Your Brand Can Adopt an “Outcomes of Outcomes” Mindset

Become obsessed with your community (in a non-creepy way) and then show up for them with no strings attached. No sales pitch. Just there for them.

Here are 15 questions to help you dig deeper into your community and what drives them:

What writers, authors, or experts do you follow?
What social media accounts do you like?
How do you consume content online?
What brands do you love and why?
What do they do in their free time?
What are your guilty pleasures?
What stresses you out on a regular basis?
What do you worry about? What keeps you up at night?
What big goals have you set yourself for the next 12 months?
What is the one thing you wish you could change about our industry?
If you could change one thing about the world, what would it be and why?
What is the biggest risk you've ever taken, and what did you learn from it?
If money wasn’t an object, what passion project would you pursue full-time?
What do you wish companies/brands in this industry understood about you?
What’s the “I can’t believe this exists” dream solution that you’d pay anything for?

$\"pair$

2023 Worldwide footwear sales:

$29B - Nike
$13.1B - Adidas
$2.1B - Converse

Air Isn't About Michael Jordan At All

$\"5$

That's exactly what we do at EverWonder: partner with great brands and treat them like our own.

The outcomes of partnering with great brands:

↳ our team is motivated and invested

↳ this increases their creativity and innovation

↳ increases connection, happiness, and team culture

↳ fuels our team to strive for better results for our company

↳ creates better results for our clients and strengthens our partnership

Creating a Full Circle: Leveraging Outcomes of Outcomes

1985: Nike releases the first Air Jordan

1986: Nike sells over $100M Air Jordan's in the first year

2020: Nike releases a 10-part docu-series with Netflix

2022: Nike dominates the sneaker industry selling +$29B

2023: Air movie is released grossing $90M worldwide

2023: Michael Jordan received $400M per year from Air Jordan sales

$\"3$

$\"michael$

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“I’m willing to bet my career on one guy!”

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“I’m willing to bet my career on one guy!”

Becoming a Cultural Icon That Spans Generations

“Rather than have the athlete wear our shoes, we create the shoe around the athlete.”

$\"michael$

In 1986 alone, Nike sold over $100M Air Jordan's.

Air Movie: An Outcome of Outcomes

$\"importance$

Air has a lot of key takeaways for business and sales, but here are the top 4 us marketeers love:

The importance of having a vision: Vaccaro had a clear vision for Nike and Jordan, and he never gave up on it.
The importance of taking risks: Nike was willing to take a risk on a young player like Jordan, and it paid off handsomely.
The importance of storytelling: Sonny was able to convince Jordan to sign with Nike by telling him a story about his future. If you haven't seen it… watch it here.
The importance of building a brand: Nike has spent decades building a strong brand identity, and in turn created a loyal customer community that spans across the entire world.

Strategic Implications of the Silver Screen

How Your Brand Can Adopt an “Outcomes of Outcomes” Mindset

Become obsessed with your community (in a non-creepy way) and then show up for them with no strings attached. No sales pitch. Just there for them.

Here are 15 questions to help you dig deeper into your community and what drives them:

What writers, authors, or experts do you follow?
What social media accounts do you like?
How do you consume content online?
What brands do you love and why?
What do they do in their free time?
What are your guilty pleasures?
What stresses you out on a regular basis?
What do you worry about? What keeps you up at night?
What big goals have you set yourself for the next 12 months?
What is the one thing you wish you could change about our industry?
If you could change one thing about the world, what would it be and why?
What is the biggest risk you've ever taken, and what did you learn from it?
If money wasn’t an object, what passion project would you pursue full-time?
What do you wish companies/brands in this industry understood about you?
What’s the “I can’t believe this exists” dream solution that you’d pay anything for?

$\"pair$

2023 Worldwide footwear sales:

$29B - Nike
$13.1B - Adidas
$2.1B - Converse

Air Isn't About Michael Jordan At All

$\"5$

That's exactly what we do at EverWonder: partner with great brands and treat them like our own.

The outcomes of partnering with great brands:

↳ our team is motivated and invested

↳ this increases their creativity and innovation

↳ increases connection, happiness, and team culture

↳ fuels our team to strive for better results for our company

↳ creates better results for our clients and strengthens our partnership

Creating a Full Circle: Leveraging Outcomes of Outcomes

1985: Nike releases the first Air Jordan

1986: Nike sells over $100M Air Jordan's in the first year

2020: Nike releases a 10-part docu-series with Netflix

2022: Nike dominates the sneaker industry selling +$29B

2023: Air movie is released grossing $90M worldwide

2023: Michael Jordan received $400M per year from Air Jordan sales

$\"3$

$\"michael$

","postBodyRss":"

“I’m willing to bet my career on one guy!”

Becoming a Cultural Icon That Spans Generations

“Rather than have the athlete wear our shoes, we create the shoe around the athlete.”

$\"michael$

In 1986 alone, Nike sold over $100M Air Jordan's.

Air Movie: An Outcome of Outcomes

$\"importance$

Air has a lot of key takeaways for business and sales, but here are the top 4 us marketeers love:

The importance of having a vision: Vaccaro had a clear vision for Nike and Jordan, and he never gave up on it.
The importance of taking risks: Nike was willing to take a risk on a young player like Jordan, and it paid off handsomely.
The importance of storytelling: Sonny was able to convince Jordan to sign with Nike by telling him a story about his future. If you haven't seen it… watch it here.
The importance of building a brand: Nike has spent decades building a strong brand identity, and in turn created a loyal customer community that spans across the entire world.

Strategic Implications of the Silver Screen

How Your Brand Can Adopt an “Outcomes of Outcomes” Mindset

Become obsessed with your community (in a non-creepy way) and then show up for them with no strings attached. No sales pitch. Just there for them.

Here are 15 questions to help you dig deeper into your community and what drives them:

What writers, authors, or experts do you follow?
What social media accounts do you like?
How do you consume content online?
What brands do you love and why?
What do they do in their free time?
What are your guilty pleasures?
What stresses you out on a regular basis?
What do you worry about? What keeps you up at night?
What big goals have you set yourself for the next 12 months?
What is the one thing you wish you could change about our industry?
If you could change one thing about the world, what would it be and why?
What is the biggest risk you've ever taken, and what did you learn from it?
If money wasn’t an object, what passion project would you pursue full-time?
What do you wish companies/brands in this industry understood about you?
What’s the “I can’t believe this exists” dream solution that you’d pay anything for?

$\"pair$

2023 Worldwide footwear sales:

$29B - Nike
$13.1B - Adidas
$2.1B - Converse

Air Isn't About Michael Jordan At All

$\"5$

That's exactly what we do at EverWonder: partner with great brands and treat them like our own.

The outcomes of partnering with great brands:

↳ our team is motivated and invested

↳ this increases their creativity and innovation

↳ increases connection, happiness, and team culture

↳ fuels our team to strive for better results for our company

↳ creates better results for our clients and strengthens our partnership

Creating a Full Circle: Leveraging Outcomes of Outcomes

1985: Nike releases the first Air Jordan

1986: Nike sells over $100M Air Jordan's in the first year

2020: Nike releases a 10-part docu-series with Netflix

2022: Nike dominates the sneaker industry selling +$29B

2023: Air movie is released grossing $90M worldwide

2023: Michael Jordan received $400M per year from Air Jordan sales

$\"3$

$\"michael$

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“I’m willing to bet my career on one guy!”

Becoming a Cultural Icon That Spans Generations

“Rather than have the athlete wear our shoes, we create the shoe around the athlete.”

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In 1986 alone, Nike sold over $100M Air Jordan's.

Air Movie: An Outcome of Outcomes

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Air has a lot of key takeaways for business and sales, but here are the top 4 us marketeers love:

The importance of having a vision: Vaccaro had a clear vision for Nike and Jordan, and he never gave up on it.
The importance of taking risks: Nike was willing to take a risk on a young player like Jordan, and it paid off handsomely.
The importance of storytelling: Sonny was able to convince Jordan to sign with Nike by telling him a story about his future. If you haven't seen it… watch it here.
The importance of building a brand: Nike has spent decades building a strong brand identity, and in turn created a loyal customer community that spans across the entire world.

Strategic Implications of the Silver Screen

How Your Brand Can Adopt an “Outcomes of Outcomes” Mindset

Become obsessed with your community (in a non-creepy way) and then show up for them with no strings attached. No sales pitch. Just there for them.

Here are 15 questions to help you dig deeper into your community and what drives them:

What writers, authors, or experts do you follow?
What social media accounts do you like?
How do you consume content online?
What brands do you love and why?
What do they do in their free time?
What are your guilty pleasures?
What stresses you out on a regular basis?
What do you worry about? What keeps you up at night?
What big goals have you set yourself for the next 12 months?
What is the one thing you wish you could change about our industry?
If you could change one thing about the world, what would it be and why?
What is the biggest risk you've ever taken, and what did you learn from it?
If money wasn’t an object, what passion project would you pursue full-time?
What do you wish companies/brands in this industry understood about you?
What’s the “I can’t believe this exists” dream solution that you’d pay anything for?

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2023 Worldwide footwear sales:

$29B - Nike
$13.1B - Adidas
$2.1B - Converse

Air Isn't About Michael Jordan At All

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That's exactly what we do at EverWonder: partner with great brands and treat them like our own.

The outcomes of partnering with great brands:

↳ our team is motivated and invested

↳ this increases their creativity and innovation

↳ increases connection, happiness, and team culture

↳ fuels our team to strive for better results for our company

↳ creates better results for our clients and strengthens our partnership

Creating a Full Circle: Leveraging Outcomes of Outcomes

1985: Nike releases the first Air Jordan

1986: Nike sells over $100M Air Jordan's in the first year

2020: Nike releases a 10-part docu-series with Netflix

2022: Nike dominates the sneaker industry selling +$29B

2023: Air movie is released grossing $90M worldwide

2023: Michael Jordan received $400M per year from Air Jordan sales

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Our Diverse Delegation

Diverse Perspectives, Common Favorites

1. Derek Jeter: Leadership Lessons from the Baseball Diamond

2. Vrnda "V" Boykin: Championing Diversity and Inclusion

3. Andrew Huberman: Unraveling the Mysteries of the Mind

4. Reese Witherspoon: A Glimpse into the World of Storytelling

Key Takeaways and Themes

Conclusion

Food for thought.

Play to Win with Account Based Marketing: Insert Name Here

Collective Consciousness

The Brains Behind Prime Energy Drink

Bubbles and Perceived Scarcity in Supply

The Role of Social Media

Success or Failure?

What This Means For Ordinary Businesses: Marketing Strategy

The Brains Behind Prime Energy Drink

Bubbles and Perceived Scarcity in Supply

The Role of Social Media

Success or Failure?

What This Means For Ordinary Businesses: Marketing Strategy

The Brains Behind Prime Energy Drink

Bubbles and Perceived Scarcity in Supply

The Role of Social Media

Success or Failure?

What This Means For Ordinary Businesses: Marketing Strategy

The Brains Behind Prime Energy Drink

Bubbles and Perceived Scarcity in Supply

The Role of Social Media

Success or Failure?

What This Means For Ordinary Businesses: Marketing Strategy

The Brains Behind Prime Energy Drink

Bubbles and Perceived Scarcity in Supply

The Role of Social Media

Success or Failure?

What This Means For Ordinary Businesses: Marketing Strategy

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

Brand Value

Recognition, Reputation & Connection

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

Brand Value

Recognition, Reputation & Connection

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

Brand Value

Recognition, Reputation & Connection

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

Brand Value

Recognition, Reputation & Connection

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

The Importance of a Strong Brand Strategy—What Kicks Your Brand in Drive

Brand Equity

Brand Value

Recognition, Reputation & Connection

Staying Nimble with a Dynamic Brand Strategy

Take Us Home

The 7 Pillars

1. Story

2. Creed

3. Icon

4. Ritual

5. Lexicon

6. Non believer

7. Leadership

Invest in Your Brand, Boost Your Marketing Strategy

The 7 Pillars

1. Story

2. Creed

3. Icon

4. Ritual