On this episode today, what I want to talk to you guys about is brand.

And I don't want to talk about the fluffy high in the sky philosophical brand stuff that I have

consumed myself.

But I'm trying to break this down as tactically as I can to explain to you guys, everything

I've learned in the last three years of what makes a great brand, how to build a great brand,

how to ruin a brand, and how you can do it yourself. Why is it that some companies can charge two times, five times, or 10 times as much as

their competition? Think about Fendi, think about Chanel, think about Apple. They can charge two to five

to ten times for the same product as their competitor. And why is it that those companies also can get their

customers to buy anything they release immediately? Think about Kylie Jenner, think about skims

from Kim Kardashian. Why is it that people buy immediately every drop they have? That is branding.

In this video, on a breakdown of the principles that make a powerful brand. When I was trying to

learn about brand five, six, seven years ago, it felt very amor powerful brand. When I was trying to learn about brand five,

six, seven years ago, it felt very amorphous. Like there was no tactical, this is how you do it.

And so this is my attempt at giving you the tactical how to build a brand.

Brand is the association between two or more things. In order for a brand to be successful,

the audience that the product is being presented to

must know one of them.

An example of that would be I wear a Chanel outfit.

Ironically, I'm wearing Chanel right now.

See, I meet somebody off the street.

They know Chanel, they don't know me.

They associate Chanel with expensive luxury. Now they meet me, I'm know Chanel, they don't know me. They associate Chanel with expensive luxury. Now

...