> BTL:
Simplifying brands until it hurts, then removing just one thing more.
> JOT (Just One Thing):
Most brands are throwing everything at the wall in the hope that something sticks. We show you how to do the opposite by identifying just one thing about your business that people will really care about, and then tell you how to rebuild your brand around it.
Every week we choose one brand that we like and share one direct question, one uncomfortable truth, one review. Just one thing to start a valuable conversation, not a cheap sales pitch.
> JOT ARCHIVE:
> JOT #07 > Just one thing about LIQUID DEATH.
> They get it. What it takes to be a challenger. Yes, the logo, the tallboy can and design, the ads and the socials are all great. The voice nails it. All of it genius. But the one thing that really makes them different, memorable and desired by rockers of all ages is their brand behaviour. Most brands delete their online hate comments, Liquid Death turned theirs into a death metal album. Water brands all look, feel and sound the same, whispering the same old 'pure' and 'natural' lines. Liquid Death walks (swaggers) and talks (shouts) like no other water on the shelf, and challenges every easy-listening, parched, old norm in the category. Rock on!
JOT #06 > Premium event space, near Valldemossa, Mallorca:
"Your website lists ten reasons to choose your space - capacity, catering, parking, packages, view, price etc. Tell us just one thing people still talk about a year after their event?"
JOT #05 > Art gallery, Palma Old Town, Mallorca:
"The work on your walls speaks for itself, so why is your website trying to say so much? Tell us just one thing you'd want an art lover to feel before they read a single word?"
JOT #04 > Artisan vineyard, near Binissalem, Mallorca:
"Your wines already tell their own unique stories, grape by grape, year by year. So why do your labels all look the same? Tell us just one thing about each wine that makes it different?"
JOT #03 > High-end real estate, Son Vida, Mallorca:
"Every one of your listings looks and sounds the same - same superlatives, same photos, same drone videos. Tell us just one thing about each property that will make people stop scrolling?"
JOT #02 > Luxury yacht charter, Puerto Portals, Mallorca:
"Your website, socials and brochures are loaded with generic photos and lists of functional features. Tell us just one thing about each boat that will touch people in an emotional way?”
JOT #01 > 5 star hotel, near Deià, Mallorca:
"They say a picture captures a thousand words, so why is your website so text heavy? Tell us just one thing you'd like to say about your beautiful boutique hotel overlooking the Med?