PRIME's worldwide sales

PRIME's worldwide sales pluming by 75%. Because it freaking sucked. Prime's Australian distributor collapsed into administration with $7.92 million in debt and only $85,000 in cash left. So the question is, why did this happen to Prime? Well, you are the internet's favorite branding expert and I know you have some four components that are necessary for a brand. Why don't we kind of do an audit on prime and see where their brands stood. So the four quarter also a good brand is a good product, a good story, a good experience and consistency. Right? And I think this is really a a case study example of you got first purchase interest, but you couldn't bring somebody back. Because they were missing that one component of a good product. Because it freaking sucked. It really sucked. Like it was the sweetest, most artificial piece of crap to drink and the arrogance of success on the social and digital world, I think led them to ignore the fact that the product actually has to be good enough to get the second purchase. Well, because that was really the long tail of their followers, right? It wasn't a product for adults, right? Like the flavor was so fake, sweet. There isn't also high buyer ship. There was 100% brand awareness among Jenzie, but only 12% of people bought it more than once. And what I think is more interesting on the prime story is how big of a ricky chain it made within celebrities to jump into making drinks. And how much it speaks to You need to follow signal not noise. And the product has to be great. The celebrity back-back brands that make it like road are great products with a great story, a fantastic experience and they're ultimately consistent. And you can't be sponsoring UFC and FC Arsenal. If the product is being predominantly purchased by 16 to 17 year olds, and then you got Las Vegas, the arrogance translates into not paying attention to kids using it. The Azies came and sued them. So arrogance will crush you in the end if you don't have a good team around you. I just think that there's a lot of noise that distracts founders because it's frustrating when someone is a huge celebrity that gets into your space, but you you need to be focused on the principles that work, right? So it's why understanding that the four core pillars of good product, good story, good experience and consistency. You need to focus on having the best product with the best storytelling and you can win as a small brand. If you're a a celebrity and somebody comes to you with a great idea to launch a product Cal Kemilmore. It's the World Cup. Messi, the most famous soccer player in the world, does a drink it fails because it didn't have the four components of a pillar. Cal Kemilmore make sure that you got the four pillars down before you get into something like that.