Brand Mysticism
Cultivate Creativity and Intoxicate Your Audience
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- 11,99 €
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- 11,99 €
Publisher Description
An irreverent and wide-ranging treatise on building and maintaining a standout brand in business or in life, from the marketing mastermind behind countless iconic booze labels.
Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. Food & Wine has called him “the punk-rock prince of small-batch spirits.”
So how did he do it? Through practicing brand mysticism, a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity—skills that have benefited him in booze, business, and beyond. In this book, he’s sharing this practice with the world. Through lessons (big life things that feel like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), Brand Mysticism guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.
PUBLISHERS WEEKLY
Grasse (The Cocktail Workshop), the marketing mind behind Hendrick's Gin and Sailor Jerry Rum, and journalist Goldfarb (Hacking Whiskey) offer a zippy guide to creating successful brands. At the heart of their approach is "Brand Mysticism," the idea that a product's branding should tell a story "every bit as transportive as movies, music, and art." The book's first part covers the early days of Grasse's ad company, when his main strategy was, in Grasse's words, seeing "how far we could push extremes of good taste" (one campaign used photos of serial killers to sell clothes). In part two, Grasse distills nine lessons from his experience in the booze business, including using "great packaging" as a "magical ingredient" for success (Grasse calls the packaging of Sailor Jerry rum "intentionally... kind of shitty"); and tossing "creative grenades," or publicity stunts that help tell a brand's story (the team's Eau de Musc, a "beaver anus whiskey" made with castoreum from beavers, is a nod to the large beaver population in New Hampshire, the distillery's home). While the expletive-studded language and "fuck off" attitude won't appeal to everyone, entrepreneurs and marketers will find sound advice for standing out among the rollicking tales. This one's full of spirit.
