Paul Larache

If you come out and you play something that doesn't follow a familiar pattern, it will sound so foreign.

That it would take a long time for that to build up.

It's the same thing in the movie industry where, you know, so many movies are built on an arc.

You know, it's called The Hero's Journey, Joseph Campbell, where, you know, it's the Star Wars and so on, where you have a, you know, the hero doesn't want to be a hero and runs into all these trials and tribulations.

Yep.

Exactly.

They have the wizard.

They have their enemies.

And somehow, miraculously, at the end, they become bigger and stronger.

These are things that are built into our DNA and feel very comfortable.

So, yeah.

the challenge when you're introducing a product or service is to wrap it up in something that is familiar.

Another good example I give in the book is how you can, if you change your marketing too much of your branding, I tell people don't change your logo unless you really, unless something really, really bad happened to your, your, your product, or don't,

That's interesting.

Stick with what you got because you've built brand.

Again, with the old brain, you're building inventory in the part of that brain that's going to store your long term memory, and that's in the old brain.

So it recognizes your brand.

It recognizes whatever values you stand for, what your product is all about.

And often marketers, after a few years, they go, you know what?

I think it's time to switch everything up and come up with a new brand.