How Mr.Beast's hair can save your business billions of dollars.
It's all about your distinctive assets. Distinctive assets that help you consistently stand out. These can be language based like this very Mr.Beast headline or visual based just like his hair.
So what happened with Mr.Beast's hair? Well, he lost a bet and shaved it off. And his views tanked.
Relatively speaking, tanking for Mr.Beast means going from 1 gazillion views to 1 trillion views. Got to love Mr.Beast.
His views 'tanked' because a lot of people couldn't recognise him on his YouTube thumbnails. He'd lost one of his most distinctive visual assets - his hair.
So what did he do? Simple, he photoshopped it back on and hey presto, normal service resumed. 1 gazillion views.
So how does that help your business? Well, the first question is to ask how good is your hair? Or in other words what are your non-negotiable distinctive assets?
Weet-Bix have their ‘Aussie kids are Weet-Bix kids’. The All Blacks have the Haka. Cadbury have a particular shade of purple.
So what are yours? What do you have that is distinctly your brand and no other brand?
Don't have any other than a logo? That's probably why you don't get 1 gazillion views.
It’s also why every time you advertise, whatever the channel, you’re more likely advertising for your category rather than your brand. You’re paying for your competition to get more customers.
Ouch that hurts. So the answer? Do it right and you’ll save $$$ on your marketing plus you’ll probably save yourself pulling your own hair out along the way too.