Great ideas and companies come in simple terms. How can you take your essence, your marketing juju, and boil it down to the simple concept of what it is you do best, and communicating that effectively?
Brand distillation is what Tom Scott, co-founder of Nantucket Nectars,talks about in this video clip found right here at OpenForum. (not embeddable)
"Tom Scott, the founder and former CEO of Nantucket Nectars, is famous for the phrase, "We're juice guys." In this video, he explains the key to any top-notch marketing campaign: distillation. In order to build a brand, you first need to boil down your idea and return to basics. And you have to be willing to throw everything away. Here's why."
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