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Hijacking Global Consciousness
How to build a wildly successful & profitable brand
Alex Brown - eCommerce Rockstars
CoFounder - Dollar Beard Club
IG - @eh.brown
$10M in our first year
300M video views
2+ million packages shipped
eCommerce Brand-Building Success
NO email marketing
NO Affiliates
Worst Website Ever
I’ve been featured in
Kevin Harrington Dan Bilzerian
Taylor Swift Jack Black
Enough about me
Let’s dive into the MASSIVE opportunities that
are available to you.
The 3 Big Shifts You MUST Harness
Economic Restructuring
Evolving Social Consciousness
Biosphere Consciousness
How to Make this Applicable to You
As I explain the background on each of these
shifts, think of how they apply to any and every
aspect of your business
Don’t take notes – write down ideas
Economic Restructuring
Capitalism is really really f*cking good
….Almost TOO good
Near Zero Marginal Cost
The Third/Fourth Industrial Revolution
Marginal Efficiency & Peak Productivity
Near Zero Marginal Cost
Jeremy Rifkin
Artificial Intelligence
This is uncharted territory
The Labor Market
Sample of jobs that are about to disappear
- Fast-food Service
- Clerical Work
- Retail Sales
- Driving a Truck
- Professional Services
Automation & AI is about to eliminate most of these
The Middle Class is Constricted
- The drive for higher profits
and greater efficiency has
eroded the middle-class
- You need people to sell to,
don’t you?
Distributed Economic Forces
Rise of Entrepreneurship
De-centralized Energy & Production
The Internet of Things
Collaborative Commons
Biosphere ConsciousnessBiosphere Consciousness
Climate Change
- Yes…that.
Biosphere Destruction
- For those of you who deny
climate change… You cannot
deny pollution & biosphere
desecration
- We are in the 6th great
extinction event of planet earth
- Anthropocene
Social/Political Consciousness
Political Extremes & Populism
- Trump Vs Hillary
- Right Vs. Left
- Government Vs. Free Market
- Abundance vs. Scarcity
The 3 Big Shifts
Economic Restructuring
Evolving Social Consciousness
Biosphere Consciousness
Finding Opportunities to TRULY Solve Problems
NOT
Syphoning Incremental Value
Winning in Entrepreneurship is…
Social Consciousness
The Networked Generation – citizens of the world
Despite what the news says, people care about people – an
about companies that care about people
Millennials decreasingly identify with religion & politics
Biosphere Consciousness
Where does this product come from?
Gen Z climate-warriors
Zero waste + footprint reduction
Localized Production
Economic Restructuring
Access vs. Ownership
Global vs. National
The end of work as we know it
Job creators will be kept sacred
Your Journey
Evolved Enterprise – Yanik Silver – These companies
outperform the S&P500 by 1400%
There is nowhere you can be that isn’t where you’re meant to be
It doesn’t matter what stage or industry you are in, these
branding tactics will work for you.
A Brand is….
A Story beyond your product
The Branding Process
Why does your brand exist?
Why are you building this brand and not something else?
Why do you care? Why should someone else care?
What makes you say “we got to change that” when you
hear about it??
Start with WHY????
You have to connect with a greater “Why” than making money
If that is where you are starting from, that’s cool, but you need to evolve
Great brands have great purpose, and all founders have passion
More Than Making Money
Beard Club Tattoos
You will learn more than you could imagine
TALK TO YOUR CUSTOMERS
Start with a Vivid Vision
Your brand’s compass
You can move mountains
It tells the world what you are up to
Bring on or avoid the right people - align your team
And MUCH more
People want to feel like they are a part of
something bigger than themselves – SHIFTING
CONSCIOUSNESS
“Come with us and don’t be normal”
People want to feel like they aren’t just another
number
They want to be a part of wicked tribes
Be Bold & Stand Out from the Norm
Who is this for? (avatar)
What do they care about?
How do you want them to see themselves?
What are they like? What do they want to be like?
WHO?
We started making videos for
ourselves
We connected with the important few
The “kings of viral” content marketing
fell flat on their faces when they tried
to manufacture it
Minimum Viable Audience - Seth Godin
They are the hero, you are their guide
Help them discover what they have
been all along - guide them on their own
journey
Be the Guide, not the Hero
What are the underlying currents and
connections within your customer communities
What would make someone tag their friend
that this applies to???
Hijack it! - ride the wave, or modify an existing
one until you can stand up on the board
Find the “Motorcycle Wave” – Existing Intimacy
Immediate familiarity with the concept
Humor to overwrite and hijack that
memory
Call to action
Familiarity and Parody
What can you provide for them to accomplish their
goals?
What kind of content do they consume?
What do you want them to say about your experience?
WHAT?
Fulfill Your Promise – Make Good Shit
Not usually what you think you’re selling!
People don’t want a drill bit, they want a
hole…actually, it’s the shelf - or using the
shelf OR... the recognition of hanging the
shelf
Does this look like Harley Davidson’s
typical customer?
Whatare you Really Selling?
Experience bridges Acquisition, Retention and Branding
Prioritize building a customer community / media
channel component
Focus on Residual Influence - the ability to retain the
attention trust and loyalty of your customer community
over a longer horizon
In the next few years, you will not be able to compete
without an amazing experience
Craft an Incredible Customer Experience
This is a Feedback Loop
Thank you for listening!
@eh.brown
eCommerceRockstars.co
Alex@ecommercerockstars.co

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Hijacking Global Consciousness To Build World Changing And Hugely Profitable 8+ Figure Brands

  • 1. Hijacking Global Consciousness How to build a wildly successful & profitable brand Alex Brown - eCommerce Rockstars CoFounder - Dollar Beard Club IG - @eh.brown
  • 2. $10M in our first year 300M video views 2+ million packages shipped eCommerce Brand-Building Success NO email marketing NO Affiliates Worst Website Ever
  • 6. Enough about me Let’s dive into the MASSIVE opportunities that are available to you.
  • 7. The 3 Big Shifts You MUST Harness Economic Restructuring Evolving Social Consciousness Biosphere Consciousness
  • 8. How to Make this Applicable to You As I explain the background on each of these shifts, think of how they apply to any and every aspect of your business Don’t take notes – write down ideas
  • 9. Economic Restructuring Capitalism is really really f*cking good ….Almost TOO good
  • 10. Near Zero Marginal Cost The Third/Fourth Industrial Revolution Marginal Efficiency & Peak Productivity Near Zero Marginal Cost Jeremy Rifkin
  • 11. Artificial Intelligence This is uncharted territory
  • 12. The Labor Market Sample of jobs that are about to disappear - Fast-food Service - Clerical Work - Retail Sales - Driving a Truck - Professional Services Automation & AI is about to eliminate most of these
  • 13. The Middle Class is Constricted - The drive for higher profits and greater efficiency has eroded the middle-class - You need people to sell to, don’t you?
  • 14. Distributed Economic Forces Rise of Entrepreneurship De-centralized Energy & Production The Internet of Things Collaborative Commons
  • 17. Biosphere Destruction - For those of you who deny climate change… You cannot deny pollution & biosphere desecration - We are in the 6th great extinction event of planet earth - Anthropocene
  • 19. Political Extremes & Populism - Trump Vs Hillary - Right Vs. Left - Government Vs. Free Market - Abundance vs. Scarcity
  • 20. The 3 Big Shifts Economic Restructuring Evolving Social Consciousness Biosphere Consciousness
  • 21. Finding Opportunities to TRULY Solve Problems NOT Syphoning Incremental Value Winning in Entrepreneurship is…
  • 22. Social Consciousness The Networked Generation – citizens of the world Despite what the news says, people care about people – an about companies that care about people Millennials decreasingly identify with religion & politics
  • 23. Biosphere Consciousness Where does this product come from? Gen Z climate-warriors Zero waste + footprint reduction Localized Production
  • 24. Economic Restructuring Access vs. Ownership Global vs. National The end of work as we know it Job creators will be kept sacred
  • 25. Your Journey Evolved Enterprise – Yanik Silver – These companies outperform the S&P500 by 1400% There is nowhere you can be that isn’t where you’re meant to be It doesn’t matter what stage or industry you are in, these branding tactics will work for you.
  • 26. A Brand is…. A Story beyond your product
  • 28. Why does your brand exist? Why are you building this brand and not something else? Why do you care? Why should someone else care? What makes you say “we got to change that” when you hear about it?? Start with WHY????
  • 29. You have to connect with a greater “Why” than making money If that is where you are starting from, that’s cool, but you need to evolve Great brands have great purpose, and all founders have passion More Than Making Money
  • 31. You will learn more than you could imagine TALK TO YOUR CUSTOMERS
  • 32. Start with a Vivid Vision Your brand’s compass You can move mountains It tells the world what you are up to Bring on or avoid the right people - align your team And MUCH more
  • 33. People want to feel like they are a part of something bigger than themselves – SHIFTING CONSCIOUSNESS “Come with us and don’t be normal” People want to feel like they aren’t just another number They want to be a part of wicked tribes Be Bold & Stand Out from the Norm
  • 34. Who is this for? (avatar) What do they care about? How do you want them to see themselves? What are they like? What do they want to be like? WHO?
  • 35. We started making videos for ourselves We connected with the important few The “kings of viral” content marketing fell flat on their faces when they tried to manufacture it Minimum Viable Audience - Seth Godin
  • 36. They are the hero, you are their guide Help them discover what they have been all along - guide them on their own journey Be the Guide, not the Hero
  • 37. What are the underlying currents and connections within your customer communities What would make someone tag their friend that this applies to??? Hijack it! - ride the wave, or modify an existing one until you can stand up on the board Find the “Motorcycle Wave” – Existing Intimacy
  • 38. Immediate familiarity with the concept Humor to overwrite and hijack that memory Call to action Familiarity and Parody
  • 39. What can you provide for them to accomplish their goals? What kind of content do they consume? What do you want them to say about your experience? WHAT?
  • 40. Fulfill Your Promise – Make Good Shit
  • 41. Not usually what you think you’re selling! People don’t want a drill bit, they want a hole…actually, it’s the shelf - or using the shelf OR... the recognition of hanging the shelf Does this look like Harley Davidson’s typical customer? Whatare you Really Selling?
  • 42. Experience bridges Acquisition, Retention and Branding Prioritize building a customer community / media channel component Focus on Residual Influence - the ability to retain the attention trust and loyalty of your customer community over a longer horizon In the next few years, you will not be able to compete without an amazing experience Craft an Incredible Customer Experience
  • 43. This is a Feedback Loop
  • 44. Thank you for listening! @eh.brown eCommerceRockstars.co Alex@ecommercerockstars.co