In this episode, Alex and Tatum discuss how:
• brands can break into saturated categories
• fitness starts top down with athletes as the main focus
• brand archetypes are key to attracting the right audience
• to world build within a category
Perfect episode for the brand builders.
• brands can break into saturated categories
• fitness starts top down with athletes as the main focus
• brand archetypes are key to attracting the right audience
• to world build within a category
Perfect episode for the brand builders.
Chapters:
0:00 Intro
0:33 How Do You Break Into Elite Fitness?
5:27 Partnering With Legacy Brands to Build Credibility
6:52 How TYR Blitzed the CrossFit Games
13:35 Land & Expand: Dominate One Category Then Grow
15:17 Launch With a Hero Product, Not a Full Line
18:44 Why Brand Voice Has to Be Dialed From Day One
20:25 Building Tone of Voice Through Dichotomous Traits
23:04 The D&D Moral Alignment Chart for Brands
26:49 Breaking Into a New Category Through Dedicated Accounts