Overview

"Without Magic, It's Just Marketing Ever wonder why among 35,000 masterworks in the Louvre, just one comparatively unremarkable, 30-by-21-inch painting is perpetually surrounded by tourists, all jostling to take a selfie and share their experience? In Big Little Legends, you'll discover timeless secrets such as the Mona Lisa Effect-an invisible force that flips the dynamics for certain brands, attracting the customer to them. Magically, they become irresistible. But here's the secret: it's not magic. In a wild, rollicking journey through brands in many sectors, brand strategist and history maven Gair Maxwell explores real-life stories of otherwise ordinary, everyday leaders who accomplished extraordinary results-and reveals how they did it. You'll learn how successful brands focus their marketing efforts on creating an organic pull instead of a manufactured push, ditching the frustration of pitching and advertising and ensconcing their brands as a ""Category of One"" for decades to come. You'll learn how to become a word-of-mouth juggernaut and make people become willing accomplices in marketing your brand. From a ""Huggable"" car dealership on Canada's east coast to slap-happy fishmongers in Seattle, an Ontario burger stand to a Vegas pawn shop and more, Big Little Legends is jam-packed with reasons why every brand should discover, tell and believe in their own story."

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9781774581667

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Reviews

"""The best organizations understand that people want more than just products and services. Using fascinating and unusual examples of success, Gair Maxwell shows how to create a brand identity that really matters."" David Meerman Scott, co-author of Fanocracy, a Wall Street Journal bestseller ""It's BRILLIANT! I absolutely loved Big Little Legends! My only regret was deciding to read it while at work because it totally derailed my day. I couldn't put it down!"" Shantel Lipp, president, Saskatchewan Heavy Construction Association ""This book makes you think way outside the tackle box. Get hooked from the first chapter and see why this is no catch-and-release. A real keeper for sure!"" Bob Izumi, creator and host, Bob Izumi's Real Fishing Show ""Big Little Legends is a refreshing and inspiring look at big dreams and how anything is possible with enough courage to chase that dream. I couldn't put this book down as I devoured the stories of growth, hope and resilience."" Rachel Mielke, chief executive officer, Hillberg & Berk ""Big Little Legends is a stunning 12-chapter reveal of the secrets of how ordinary brands became legendary icons. Gair Maxwell's voluminous research illuminates the mysteries and myths behind the true-life stories that you can replicate to capture attention for your business."" Ian Altman, bestselling co-author of Same Side Selling"

The best organizations understand that people want more than just products and services. Using fascinating and unusual examples of success, Gair Maxwell shows how to create a brand identity that really matters. David Meerman Scott, co-author of Fanocracy, a Wall Street Journal bestseller It's BRILLIANT! I absolutely loved Big Little Legends! My only regret was deciding to read it while at work because it totally derailed my day. I couldn't put it down! Shantel Lipp, president, Saskatchewan Heavy Construction Association This book makes you think way outside the tackle box. Get hooked from the first chapter and see why this is no catch-and-release. A real keeper for sure! Bob Izumi, creator and host, Bob Izumi's Real Fishing Show Big Little Legends is a refreshing and inspiring look at big dreams and how anything is possible with enough courage to chase that dream. I couldn't put this book down as I devoured the stories of growth, hope and resilience. Rachel Mielke, chief executive officer, Hillberg & Berk Big Little Legends is a stunning 12-chapter reveal of the secrets of how ordinary brands became legendary icons. Gair Maxwell's voluminous research illuminates the mysteries and myths behind the true-life stories that you can replicate to capture attention for your business. Ian Altman, bestselling co-author of Same Side Selling

Author Information

Gair Maxwell is a storyteller, brand strategist and self-described history junkie who marvels at the sight and sound of a well-struck drive off the tee. A frequent-flying keynote speaker, he has shared speaking stages with icons such as Richard Branson and Gene Simmons, and was named Speaker of the Year by TEC Canada, the country's largest CEO organization. Gair is an accredited Tennessee Squire, preferring Jack Daniel's on the rocks and a cold Moosehead. A life-long fan of Van Halen, he believes both versions of the band-the one with David Lee Roth and the one with Sammy Hagar-should be considered legendary. Gair currently resides in London, Ontario, with his business and life partner, Dana Zilic, and their brood of two cocker spaniels (Theodore & Sophie) and a beagle-mix rescue named Maggie. Big Little Legends is his second book.

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