The only brand strategy lesson you'll ever need is this

The only brand strategy lesson you'll ever need is this HOW IT WORKS AND GET OUT OF IT. WE'RE GOING TO DO EXACTLY THAT IN THIS VIDEO. OUR CLIENT, PUREONE GOLF. THEY SELL THIS GOLF TEACHING AID. MARKETPLACE, PROBABLY 1500 COMPETITORS. THEY'RE GROWING 300% THIS YEAR OVER LAST YEAR. HERE'S EXACTLY HOW WE DID IT. TO REMEMBER, WHY ARE WE DOING BRAND STRATEGY? BRAND STRATEGY'S A CLEAR DIFFERENTIATION BETWEEN US AND THE COMPETITOR. A WAY THAT'S FOR PEOPLE TO UNDERSTAND THE VALUE AND IT NEEDS TO BE MEMORABLE SO THAT THEY DON'T FORGET BETWEEN THE TIME SAW THE MESSAGE AND THE TIME IT COMES TO ACTUALLY GO BUY THE PRODUCT. SO LET'S START OFF BRAND STRATEGY. YOU BEGIN BY ASKING QUESTION FIRST, WHY WOULD ANYBODY WANT TO BUY A GOLF AND I CAN ALREADY HEAR YOU OUT THIS IS A NO BRAINER. BECAUSE THEY WANT TO PLAY BETTER GOLF. OKAY, THIS IS LESSON NUMBER ONE. THAT'S NOVICE LEVEL THINKING. THAT'S EXACTLY WHY THE CATEGORY IT DOES WITH SO MUCH REPETITION. PEOPLE DON'T BOTHER OR KNOW TO GO FURTHER THAN THAT FIRST LEVEL ANSWER. ALL THE STUFF THAT YOU ADMIRE, LIQUID DEATH, NIKE, DISNEY, APPLE, DOLLAR SHAVE CLUB BLAH, BLAH, BLAH THE STUFF THAT MAKES THOSE STORIES COME PAST THE FIRST AND SECOND AND EVEN THIRD LEVELS, BRAND STRATEGY, REAL STORY. SO LET'S KEEP GOING. WHY WOULD SOMEBODY BETTER GOLF? OKAY, NOW WE'RE ASKING AN IMPORTANT THE ANSWER IS ONE NUMBER ONE, THEY WANT TO AVOID EMBARRASSMENT, THEY WANT TO IMPRESS PEOPLE. STORYTELLING DIRT BEHIND EACH OF THOSE DOORS. NUMBER TWO. SO LET'S ASK A LITTLE FURTHER. WHY WOULD SOMEBODY WANT TO IMPRESS SOMEBODY? WHAT DO YOU MEAN? ARE YOU BEING ABLE THAN THE WORST GUY IN YOUR FOURSOME? NO. ABOUT BEING ABLE TO PLAY BETTER THAN THE PERSON WHO IS YOUR FOURSOME? NO. YOU REALLY WISH? WHAT IS IT THAT YOU REALLY WISH? HEART OF HEARTS, TAKE THE TIME TO GET A GOLF TEACHING AID, WHAT YOU REALLY WISH IS, I WANT TO GO DOMINATE WHAT YOU REALLY THINK I WANT TO PLAY LIKE A GREEK GOD. WHEN I STEP OFF THE CART AND I SWING MY CLUB, EVERYBODY ON THE COURSE TO KNOW THAT I'M THE SHIT. THAT'S WHAT YOU AND THAT'S EXACTLY WHAT THEY'RE AFTER. NOW FOR THOSE OF YOU BRAND BOSSES WHO HAVE BEEN PAYING IF THIS, THEN WHAT? IF YOU PLAY SO WELL THAT PEOPLE ARE ENVIOUS OR JEALOUS THEN WHAT WOULD HAPPEN? WHAT WOULD HAPPEN IS THEY WOULD HATE YOU. DING, DING, DING. NOW WE'VE GOT A STORY THAT WE CAN ACTUALLY BUILD ON. AND THAT'S EXACTLY HOW THE HATERS CLUB CAME TO BE. THE ENTIRE POINT OF "WE'RE NOT TEACHING YOU TO PLAY BETTER GOLF, WE'RE TEACHING YOU HOW TO MAINTAIN RELATIONSHIPS WHEN YOU KICK THE EVERYBODY ON THE GOLF COURSE BECAUSE YOU BECOME SO GOOD OF A PLAYER. THAT'S A STORY WORTH TELLING. THAT'S A PROMISE THAT'S WORTH TELLING. BECAUSE IF YOU USE THEIR PRODUCT, THAT GOOD. GET THAT GOOD, YOU'RE GOING BECAUSE YOU'RE YOUR BOSS YOU KICK THEIR BUTT, THEY'RE GOING TO BE UPSET ABOUT IT, OR YOUR BEST FRIEND, OR YOUR FATHER-IN-LAW, OR WHOEVER. WHEN THAT HAPPENS, YOU'VE GOT TO KNOW HOW TO HANDLE IT. SO THE BRAND IS ALL ABOUT EDUCATING PEOPLE HOW TO MANAGE THOSE SITUATIONS. WHAT TO DO WHEN YOU SEE YOUR FRIEND GET ANGRY ENOUGH THAT BREAK THEIR CLUB WING IT OUT INTO THE PARK. WHAT TO SAY TO SOMEBODY TO MAINTAIN THE STATUS LEVEL OF, "YOU'RE MY BOSS, BUT I JUST BEAT THE HELL OUT OF YOU ON THE GOLF COURSE." WHAT TO SAY TO YOUR MOTHER OR FATHER-IN-LAW GOLF THEIR WHOLE LIFE THEM ANYWAY. AND THAT'S WHAT LEADS TO HEADLINES LIKE, AND THEIR DIGNITY, OR, "PLAY SO WELL YOU MAKE THEM TAKE UP TENNIS." OR EVEN THE LITTLE HATERS CLUB MINTS WE DESIGNED TO TAKE THE BAD TASTE OUT OF THEIR MOUTH WHEN YOU THEM ALL OVER THE COURSE. HAS A BRAND STRATEGY INSIDE THAT TO THIS LEVEL. IF YOU WANT TO SEE LIKE FOR YOUR DM ME THE WORD "GOLF" BELOW.