Premium Consumer Goods & Luxury Retail: Happy makes money (episode #131)

Perception changes everything. Think about many of the chores your customers endure in their lives. Or you do personally. The perception of a chore is not positive, right? Take shaving – dragging a sharp metal object across your face every morning to meet societal norms…sometimes even drawing blood. Ouch. Literally. So how do you turn something like that into a luxury experience? According to my latest guest, that is ‘the power of storytelling in branding.’ To hear the story behind that lesson, along with more lesson-filled stories, I talked to Eric Malka, CEO and Founder, Strategic Brand Investments [https://www.strategicbrandinvestments.com/], and author of On The Razor’s Edge: The story of The Art of Shaving [https://www.strategicbrandinvestments.com/projects-1]. Malka was the co-founder and CEO of The Art of Shaving and sold it to Procter & Gamble. He currently advises and coaches seven entrepreneurs and founders through Strategic Brand Investments. He has invested in more than half of their companies. Hear the full episode using this embedded player or by clicking through to your preferred audio streaming service using the links below it. PLAYER GOES HERE Listen on Apple Podcasts | Listen on Spotify | Listen on Amazon Music Key lessons (backed by critical case studies) from what he made:The power of storytelling in branding Truth in marketing matters now more than everWord-of-mouth helps you find your best customersActionable takeaways from the people he made it withGreatness in the detailSometimes firing someone is doing them a favorEvery brand should have a battle cry Discussed in this episode AI Guild [https://join.meclabsai.com/] Authentic Brand Storytelling: Embed creative within your business model (podcast episode #105) [https://marketingsherpa.com/article/interview/authentic] “Authenticity” vs. “Professionalism”: Should you be your authentic self in your brand’s content and marketing? Or must you adhere to certain strictures considered “professional” in your industry? [https://marketingsherpa.com/article/case-study/authenticity] Get more episodes Subscribe to the MarketingSherpa email newsletter [https://www.marketingsherpa.com/newsletters] to get more insights from your fellow marketers. Sign up for free if you’d like to get more episodes like this one. For more insights, check out... This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course. Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application