Framework für Markenassoziationen

0:00Last question. Uh, brand is huge for you and, uh, to be honest, I was a little surprised to see you on Logan Paul's podcast. No, no shade one way or the other, but, you know, >> just surprised me. >> Yeah. >> Um, >> how do you decide on who to associate your personal brand with? >> No, it's a good question. So, I I really do really sparingly few podcasts in general. Um, I did replets because I wanted to because Amjad reached out and I was like, he's got a great company.

0:29I've used the product and I thought it'd be a good AI conversation. Um, I've obviously done a bunch with Williamson. Um, I think that in some ways because I've done a bunch with Williamson, people assume that I'm like always hardcore philosopher all the time, but that's because like the podcast is about modern wisdom. And so that just disproportionately represents the amount of podcast that I've done rather than like how I live. Um, and so I think the Logan Paul episode for me had a couple things. So, one is there's a bunch of people who've never heard of me who will enter through the the Logan Paul world.

1:01Um, number two is that I think in that setting, um, people can see like a different side of me, which is not the hardcore philosopher, except it ended up becoming that way near the end. Um, [snorts] [laughter] yeah, the meaning of your life is why don't you don't kill yourself. So, uh, um, but for sure there are like, all right, I'll actually give the real answer and we'll go five minutes over and I guess you guys are guys cool with that. All right, so

1:30>> I'm cool with it. [laughter] >> He's like, this is great. So, so what is brand, right? Brand is the association we make between two things through an outcome, right? That's what brand is. So thing you don't know, thing you do know, you put thing you don't know next to thing you do know. If you have positive associations, these positive associations transfer until eventually you don't need to have this thing anymore. Positive associations maintain. That's what branding is fundamentally. It's teaching at scale.

1:55So like if I brand the the so this is a tree, right? And if I say tree to a kid over and over again, they will associate the sound with that thing. And so then eventually they will say, "Oh, that is a tree." And so branding will have occurred, right? It's teaching. And so what happens is you have your existing brand, right? And then you have the new association that you want and we have some people that may get left behind and say, "I don't like this new association." And then you will have some people that you will gain as a result of the new association. This would be an even trade. The ideal branding move would be like this.

2:37We lose this, we gain this. And so whenever you change a brand from anything, you will always lose some and net others because any change will get some people to say no and other people to say yes. And the goal of good branding is that we net more than we lose. And so for me, if we think about the elements of brand, we have reach, so how many people you know see it. We have influence, which is uh the percentage likely they comply with their request.

3:03Will they do what we ask them to do? And there was direction which is like you can have influence and then it's against you right like Trump has super high influence and polar [laughter] just both sides right like people are like but he changes people's behavior so if they see it they're either I hate him or I love him but either way their behavior changes which means he has influence right and if a lot of people have that then it's even bigger brand your parents have super high influence very small reach so all of our parents here or most of your parents if you didn't have parents sorry um but let me tell how parents work. Uh so for most people, parents have super strong brand for you for very tiny reach. Um and so in terms of picking the associations that I want to have, I'm looking at like, okay, am I going to lose audience as a result of meeting Logan Paul?

3:51Probably not. Will I gain people who weren't introduced to my stuff? Probably. Will I gain more than I lose? Probably. Um, I think that if I were to go on like even like the late, you know, the late Charlie Kirk, he was on um a show with like porn stars, right? I think he he did some round table with that. Now, some people I'm sure in his Christian base were turned off by him doing that. Now, he would of course say Jesus was with the prostitutes, etc. And so, to a degree, like I will talk about business with anybody who wants to talk about business with me. Um, I think if I do things or say things that are against the values that I supposedly have, then that would lose me more than anything else does. Beyond that, I see it as mostly exposure. Um, I think that positioning can matter um of who like if you were if I if I went on a podcast and someone was like, "Oh, you're just like this other guy." And it's just like say it's a scumbag. That's a very bad move for me to get introduced to his audience. And so by and large I tend to not speak on anyone else's stages, which some of you guys have noticed. I don't headline really anyone's stuff. And that's mostly because I don't want to associate with the other speakers.

5:00And it's partially because like unfortunately the way that like the speaking world works is that like it's very one incestuous and two like we have a significantly larger business than just about everyone that's on that circuit. and I don't want the association because I just know that I will get that that pairing will occur whether I want it to or not. And so I would just prefer like the strongest branding move I can do is continue to do things as myself and achieve things that I say that I will do.

5:30>> Ironically, that's why I was your biggest hater. [laughter] >> But that was on Logan Paul's thing. >> No, no, >> no. Way back when when I first got introduced. >> What was it? What was the thing that you didn't like? uh you were on stage and there was just again incestuous. You're kind of like sharing reputations with other people and >> I there were clearly >> fakers. We'll just put it up there. Um or not as not as legit as you think they are. >> And rightfully so. >> Yeah,

5:55>> people are right to be skeptical. >> It's easy to say you make a lot of money. It's easy to say you make a lot of revenue. It's easy to take a lifetime Stripe account and say, "Look, I did I have a hund00 million business. It took me 12 years to do $100 million in sales. I ran 20% margins and so you made $20 million over 12 years and then half went to taxes. So there's 10. And then I lived on the 10. So I actually have $4 million in my bank account. Okay, great.

6:22But just don't claim to be a centaillionaire. And that's the issue. And so like fundamentally I think like the direct response alternative education world, there's nothing wrong with coaching. There's nothing wrong with helping people. There's nothing wrong with making courses. The problem is that people lie. >> Yes. They lie about their credibility and they also lie about their results and they also lie through a mission by making claims and expectations that are unrealistic. Like I don't think there's no one is upset at Harvard when they because they don't promise anything. And so the idea is kind of the opposite of marketing if you want to maintain reputation which is promise nothing, deliver a ton. It's just hard to sell that way, right? And that's why branding is important.