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An irreverent and wide-ranging treatise on building and maintaining a standout brand in business or in life, from the marketing mastermind behind countless iconic booze labels.
Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. Food & Wine has called him “the punk-rock prince of small-batch spirits.”
So how did he do it? Through practicing brand mysticism, a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity—skills that have benefited him in booze, business, and beyond. In this book, he’s sharing this practice with the world. Through lessons (big life things that feel like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), Brand Mysticism guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.
From the Publisher
LESSON 1: AUTHENTICITY IS EVERYTHING
Kick your creativity into gear with the onion method, creative grenades, and the four magic ingredients you need to start any brand.
LESSON 2: TASTE IS NOT SUBJECTIVE
Change your thinking with case studies from Hendrick’s Gin, Sailor Jerry Rum, Narragansett, Art in the Age, and more.
LESSON 3: GENERATE BUZZ AND BLOW PEOPLE’S MINDS
Find inspiration in unexpected places, from tattooed sailors to root beer, to create something new and achieve the remarkable.
AUTHOR Q&A WITH STEVEN GRASSE
Q: Why have I never heard of you?
A: You may not know me, but you surely know (and have probably tasted) the alcohol brands I’ve created. Everything from Hendrick’s Gin and Sailor Jerry Rum to some of my recent viral sensations like Crab Trapper, a crab-infused whiskey that became the most buzzed-about booze release of this summer.
Q: Why did you write this book?
A: Because I look at myself and think: here I am, against all odds, creating amazing things, and getting paid. If a bonehead like me can do this, you can too! I wanted to share the irreverent teachings from my crazy career. Literally everything you will read in this book is counterintuitive to what they teach you in business school.
Q: So who is this book for?
A: Anyone on planet Earth looking to live an interesting life, hone their creativity, and inspire change in their field. I hope that the lessons I’ve learned from this strange and specific journey are applicable to anyone aiming to transmit a stronger message.
Publisher : Running Press Adult (November 8, 2022)
Language : English
Hardcover : 208 pages
ISBN-10 : 076247582X
ISBN-13 : 978-0762475827
Item Weight : 1.35 pounds
Dimensions : 6.85 x 0.9 x 8.8 inches
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