Yesterday, I used Kim Kardashian as an example to explain how fame generates wealth. Some nitpickers are crying:
“NOOOO, that’s for celebrities.”
“This doesn’t work for ‘physical’ products”
“Also, my business is different.”
“It’s… UNIQUE!”
Oh yeah?
How about Coca-Cola?
Physical products. Unique formula. Very (very) profitable.
Let’s look at the pillars again:
Frequency – you see their ads before every movie
Familiarity – everyone ‘knows’ what a Coke tastes like
Personality – remember the talking polar?
Controversial – Sugary soft drink vs My father in-law’s favorite drink in the world
Authority – again, everyone ‘knows’ Coca-Cola has a secret formula that is never written down, only known by two people in the world, and those two people cannot be in the same room… or take the same plane
I rest my case.
Now, let’s move into the ‘how to’ tomorrow.
To be continued,
– WYH