Thread
The Rock built a $4B tequila business.
You think it’s all his personal brand.
It’s actually a masterclass in storytelling.
What he did & how to do it:
You think it’s all his personal brand.
It’s actually a masterclass in storytelling.
What he did & how to do it:
Some quick stats on the Rock if you're unfamiliar:
• His acting made $1.3 BILLION in revenue in 1 year
• Wrote a New York Times best-selling memoir
• Won a college football national championship
• Youngest world champion wrestler
Now he's trying a new venture: Tequila.
• His acting made $1.3 BILLION in revenue in 1 year
• Wrote a New York Times best-selling memoir
• Won a college football national championship
• Youngest world champion wrestler
Now he's trying a new venture: Tequila.
The Rock built his brand around being for the people
He wants to bring people together around his favorite drink, tequila
The business is a big bet for the Rock
It's not easy, and he could fail, but he's up for the challenge
He wants to bring people together around his favorite drink, tequila
The business is a big bet for the Rock
It's not easy, and he could fail, but he's up for the challenge
He needs to beat out 1,500+ tequila brands
His advantage: a powerful personal brand
But that only takes him so far
15 celebrities have tried to use their brand name to make tequila
But only George Clooney had success when he sold Casamigos for $1.3B in 2017
His advantage: a powerful personal brand
But that only takes him so far
15 celebrities have tried to use their brand name to make tequila
But only George Clooney had success when he sold Casamigos for $1.3B in 2017
So what makes Teremana different from the 15 other celebrity tequilas?
The Rock's emphasis on storytelling.
The Rock's emphasis on storytelling.
People are emotionally persuaded to buy, then convince themselves logically
Stories package emotions so customers can easily understand
So the Rock beats other brands by making Teremana "the People's tequila"
Stories package emotions so customers can easily understand
So the Rock beats other brands by making Teremana "the People's tequila"
"The People's tequila" is in each part of Teremana:
• Aspiration: Tequila that brings people together
• Execution: High-quality at a low price
• Marketing: The Rock has a weekly drink with you on Instagram Live
This makes the tequila wanted by the people, and accessible
• Aspiration: Tequila that brings people together
• Execution: High-quality at a low price
• Marketing: The Rock has a weekly drink with you on Instagram Live
This makes the tequila wanted by the people, and accessible
Teremana broke sales records with their storytelling
They sold 300,000 cases in one year and are on track to sell over 1 million
For context:
When George Clooney sold Casamigos in 2017, they sold 170,000 cases
They sold 300,000 cases in one year and are on track to sell over 1 million
For context:
When George Clooney sold Casamigos in 2017, they sold 170,000 cases
How to build a brand around your customer story like the Rock
1) Know your customer
2) Write your brand's story
3) Tell the story in your marketing
Let's break each one down:
1) Know your customer
2) Write your brand's story
3) Tell the story in your marketing
Let's break each one down:
1) Write down who your target customer is
For Teremana:
• Demographics: $50k - 100k income
• Pain points: Good Tequila is too expensive to share with everyone
•Goals: Great taste and affordable, to have a good time
For Teremana:
• Demographics: $50k - 100k income
• Pain points: Good Tequila is too expensive to share with everyone
•Goals: Great taste and affordable, to have a good time
2) Write your brand's story
This story is about the customer.
Make them the hero, their problem is the "villain" and you are the guide who will give them a plan to overcome their pain.
Here are the 7 steps you need to build your story:
This story is about the customer.
Make them the hero, their problem is the "villain" and you are the guide who will give them a plan to overcome their pain.
Here are the 7 steps you need to build your story:
3) Tell this story in your marketing
Tactical marketing examples:
• Position yourself as their guide
• Personify and emphasize problems
• Illustrate how incredible life will be with your plan
• Illustrate how horrible their pain will be without your plan
Tactical marketing examples:
• Position yourself as their guide
• Personify and emphasize problems
• Illustrate how incredible life will be with your plan
• Illustrate how horrible their pain will be without your plan
Teremana's ads focus on two messages:
1) High-quality product
2) Shared with all kinds of people around the world
Here's an example:
www.youtube.com/watch?v=CwZxOeQEGxA
1) High-quality product
2) Shared with all kinds of people around the world
Here's an example:
www.youtube.com/watch?v=CwZxOeQEGxA
Recap:
Build your brand (like the Rock):
• Focus on a target customer
• Write your brand's story
• Tell the story in your marketing
Build your brand (like the Rock):
• Focus on a target customer
• Write your brand's story
• Tell the story in your marketing
That's a wrap!
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1. Give me a follow for more to grow your business → @BrianFOConnor
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1. Give me a follow for more to grow your business → @BrianFOConnor
2. Retweet the top tweet to bookmark it and share with others
Here's the link to jump back to the top:
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