Premium Consumer Goods & Luxury Retail: Happy makes money (episode #131)

Perception changes everything.

Think about many of the chores your customers endure in their lives. Or you do personally. The perception of a chore is not positive, right?

Take shaving – dragging a sharp metal object across your face every morning to meet societal norms…sometimes even drawing blood. Ouch. Literally.

So how do you turn something like that into a luxury experience? According to my latest guest, that is ‘the power of storytelling in branding.’

To hear the story behind that lesson, along with more lesson-filled stories, I talked to Eric Malka, CEO and Founder, Strategic Brand Investments [https://www.strategicbrandinvestments.com/], and author of On The Razor’s Edge: The story of The Art of Shaving [https://www.strategicbrandinvestments.com/projects-1].

Malka was the co-founder and CEO of The Art of Shaving and sold it to Procter & Gamble. He currently advises and coaches seven entrepreneurs and founders through Strategic Brand Investments. He has invested in more than half of their companies.

Hear the full episode using this embedded player or by clicking through to your preferred audio streaming service using the links below it.

PLAYER GOES HERE

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Key lessons (backed by critical case studies) from what he made:

• The power of storytelling in branding 
• Truth in marketing matters now more than ever
• Word-of-mouth helps you find your best customers
• Actionable takeaways from the people he made it with
• Greatness in the detail
• Sometimes firing someone is doing them a favor
• Every brand should have a battle cry

Discussed in this episode

AI Guild [https://join.meclabsai.com/]

Authentic Brand Storytelling: Embed creative within your business model (podcast episode #105) [https://marketingsherpa.com/article/interview/authentic]

“Authenticity” vs. “Professionalism”: Should you be your authentic self in your brand’s content and marketing? Or must you adhere to certain strictures considered “professional” in your industry? [https://marketingsherpa.com/article/case-study/authenticity]

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