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Brand mysticism : cultivate creativity & intoxicate your audience / Steven Grasse and Aaron Goldfarb ; illustrated by Ron Short.

by Grasse, Steven, author.

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Philadelphia : Running Press, 2022.

Branding (Marketing)

Alcoholic beverages -- Marketing.

9780762475827 (hardcover) :

076247582X (hardcover) :

xix, 187 pages : color illustrations ; 23 cm

An irreverent and wide-ranging treatise on concocting a brand, distilling a message, and serving up ideas in business or in life, from the marketing mastermind behind countless iconic booze brands. Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick's Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. So how did he do it? Through practicing brand mysticism, a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity-skills that have benefited him in booze, business, and beyond. In this book, he's sharing this practice with the world. Through lessons (big life things that feel like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), Brand Mysticism guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.

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