the dialled days in china continue
its 2 days in one: first half with suppliers, second half online with the UK team
Ralph Lauren is so much more legendary than people realise, the true blueprint for every fashion brand
Ralph Lauren has 600 retail store. More than HALF of them are discount / clearance stores.
They have mastered aspirational marketing.
They sell people in big cities a taste of the Hamptons: country estates, polo, sailing and old-money luxury. They use their high-end luxury retail stores in prime locations to achieve luxury pricing power.
They sell people in smaller cities a little taste of Manhattan: ambition, sophistication and big-city status. They use their discount stores to leverage the luxury price anchor and sell volumes at a “discount” but still at very high margin.
The genius - these two shoppers never meet. The guy who paid $180 for his Polo shirt in NYC isn’t rubbing shoulders with the guy who paid $78 at the clearance store in Little Rock.
This story shows the power of price anchors and customer segmentation.
I get quite a lot of inbound for opportunities to invest or start things
Some of it is quite tempting but then I realise
The highest ROI on my time is just making my brand better
Fredeca retweeted
''How did this guy just dominate the business niche overnight?''
Guys....there's probably under 10 people in the world who can write this title.
He spent a decade building a proof point.
Not all engagement is created equally
One of our organic social posts got 500k views, loads of engagement saying “super creative marketing” etc
Another one got 300 likes but 20+ comments like “where is this on site?”
We put both on ads and the lower engagement one absolutely ripped
It’s also a lesson that comment sections are absolute gold, and the sentiment of a comment section is a great judgement on whether that creative would scale on ads or not
how is this an ad for mushroom coffee 😂 I don't think founders realise that running ads like this might bring the CPA down, but it is why they have 0 retention and the brand is worth 0
Heres how to automate viral song ads like this for your brand
What makes a transformation more desirable to your customer?
its how the people around them react
the way theyre treated
so i built this framework that takes:
>your product
>your customer
>the problem affecting their relationships and people around them
>how they actually want to be treated and how they want those people to see them
and it creates concepts around that:
> Creates a viral hook using a physical action to show a relatable experience personalized to your customer and pushed to an extreme relationship failure connected to their problem
> taps into the pain, insecurity and desire to make someone who dismissed them regret it
>uses your product as the tool to become the person that proves everyone wrong
>builds a "look at me now" payoff around them getting their life back
>shows how theyre perceived differently as their confidence, appearance,finances, status... improves
the framework then turns that story into:
> full concept + lyrical script
>musical style + direction
> unique characters + environments
>visual beats and shot sequences that optimize the emotional punches of each line
>and generates the scenes
these song ads work when u remember the psychology behind what makes a good song and how those emotional triggers could get someone to act on buying your product
people are motivated by spite, the desire to prove someone wrong and make them regret underestimating you
the "look at me now" payoff makes the reaction they've been daydreaming about visible so they recognize exactly what they want
your product needs to become the "weapon" they need to take revenge
and this is just one of the angles that my framework can come up with
let me know if you wanna try it
