transcript
show notes
Dan Coe, who writes The Brand Report and spent years at Nike, joins Aaron and Dylan to break down the "primitives" he believes decide whether a young brand survives. Marketing technology keeps changing and the funnel has collapsed into a single swipe, but Dan argues that why people buy hasn't changed, and that the basics are where small brands can beat big ones.
They work through three of them: knowing your customer down to a single person and being for someone rather than everyone; showing that customer the brand is for people like them through episodic content, with examples from Huckberry, Burton, Bandit's Unsponsored Project and a cafe that gives free coffee to anyone who dances; and selling transformation instead of features.
Along the way they get into whether brands should resist growing beyond their core, what brand marketing is really for and how to measure it, what a brand and a community actually are, why Dan chose depth over dopamine for The Brand Report, and the moment Aaron realized his own YouTube titles were selling technique instead of outcome.
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Show Notes:
The Brand Report: https://www.thebrand.report
Dan Coe: https://www.linkedin.com/in/d-coe/
Mattie Sims Pod: https://www.youtube.com/watch?v=tJl441qcZLk
For The Culture (Book): https://bookshop.org/a/128566/9781541700963
The Brand Report - Burton: https://thebrand.report/articles/burton-five-eras
Huckberry on YouTube: https://www.youtube.com/@Huckberryco
Yeti Presents: https://www.yeti.com/films.html
Brooklyn Coffee (IG): https://www.instagram.com/bkcoffeeshop/
Coffee Milano (IG): https://www.instagram.com/coffeemilanocafe/
Terignota on YouTube: https://www.youtube.com/@terignota
Backcountry (Aaron's Link!): https://backcountrycreator.tnu8.net/enE9bO
Bandit Unsponsored: https://banditrunning.com/pages/unsponsored-project
Tempo Journal - Tim West Interview: https://tempojournal.com/article/dripping-sweat
Michael Mazzara: https://www.linkedin.com/in/michael-mazzara-967a1431/
Kith: https://kith.com/
Raide Research: https://raideresearch.com/
BPC - Brand, Product, Content:
Primal Intelligence (Book): https://bookshop.org/a/128566/9780593715307
Rick Rubin x Angus Fletcher podcast: https://www.tetragrammaton.com/podcast/angus-fletcher
Sclar PBJ Hardtail: https://sklarbikes.com/products/pbj
Sondur Travel: https://sondurtravel.com/
Kylian Mbappe x On: https://press.on-running.com/on-enters-football-alongside-kylian-mbappe
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