Dan Antonelli

And he has a great quote that just says something to the effect of, overspending on marketing is the tax you pay for being unremarkable. So building brands that connect to that key demographic that you're most interested in attracting, how does your brand speak to them?

And he has a great quote that just says something to the effect of, overspending on marketing is the tax you pay for being unremarkable. So building brands that connect to that key demographic that you're most interested in attracting, how does your brand speak to them?

And then the voice, the words that you use on your website, the words that you use in your social media posts, how do they also speak in a language that connects to the people that you're trying to sell?

And then the voice, the words that you use on your website, the words that you use in your social media posts, how do they also speak in a language that connects to the people that you're trying to sell?

So one good test that people can use if they're even thinking about wording and the messaging of their story and how that storyline reads is if you went on your own website and you literally changed the name of your company every time it's referenced to your biggest competitor, would the words on your website still make sense or would it be only applicable to you?

So one good test that people can use if they're even thinking about wording and the messaging of their story and how that storyline reads is if you went on your own website and you literally changed the name of your company every time it's referenced to your biggest competitor, would the words on your website still make sense or would it be only applicable to you?

You can't go to Amanda's website for Grasshopper and replace her name with someone else and have it make any sense. right so thinking about what is unique about the story of your company and how that story affects that consumer yeah the origin story like like here's the deal what do people think competitive advantages every one of the listeners wants to listen to this

You can't go to Amanda's website for Grasshopper and replace her name with someone else and have it make any sense. right so thinking about what is unique about the story of your company and how that story affects that consumer yeah the origin story like like here's the deal what do people think competitive advantages every one of the listeners wants to listen to this

They can go to kickcharge.com or just send me an email, danatkickcharge.com, and I'm happy to help them.

They can go to kickcharge.com or just send me an email, danatkickcharge.com, and I'm happy to help them.

Purple Cow is another good book too. Yeah. Purple Cow. Yeah. It's a really good book. A lot of our philosophy is rooted in that notion of disruption and standing out and in a sea of sameness, which is why we hate the white vans and a lot of that generic stuff for sure. And your book by Ryan Holiday on marketing is pretty good too.

Purple Cow is another good book too. Yeah. Purple Cow. Yeah. It's a really good book. A lot of our philosophy is rooted in that notion of disruption and standing out and in a sea of sameness, which is why we hate the white vans and a lot of that generic stuff for sure. And your book by Ryan Holiday on marketing is pretty good too.

At the time, no.

At the time, no.

I would say Aaron Gaynor from Eco.

I would say Aaron Gaynor from Eco.

Eco Plumber, I think, was 41 million the year that we rebranded him. A year later, they were at 60 million, which is pretty cool. Amazing. Yeah.

Eco Plumber, I think, was 41 million the year that we rebranded him. A year later, they were at 60 million, which is pretty cool. Amazing. Yeah.

So the one thing I want to say is we talked a lot about metrics. We talked a lot about KPIs. The one thing we didn't really talk about is the mindset of change that happens after rebranding. And I just want to bring this up because it's funny.

So the one thing I want to say is we talked a lot about metrics. We talked a lot about KPIs. The one thing we didn't really talk about is the mindset of change that happens after rebranding. And I just want to bring this up because it's funny.