- Publisher: Desert Island Press
- Available in: Paperback
- ISBN: 978-0-9957841-0-9
- Published: April 3, 2017
What is a Million Dollar Dog Brand?
Million Dollar Dog Brands aren’t necessarily focused on making a million dollars, they are focused on offering sensational products / services and building a sensational reputation. Your oodles of cash (5k, 50k, 250k or that first, second or tenth million – depending on where you’re at) inevitably arrives, almost as a side effect of caring deeply about and creating a culture obsessed with these two priorities.
- Creating sensational products
- Building a sensational brand
Cash is drawn like a magnet to Million Dollar Dog Brands because people are drawn to Million Dollar Dog Brands.
But that’s only the beginning… Let me be clear, the small group of advocates and fans who just ‘get it’ right away will not sustain your business for long – you have to get familiar with and implement the 6 stages of marketing to ensure a steady flow of new customers. These stages start with stage 1: attract – creating a product or service and a brand that people are so excited about they have to share it with everyone they know.
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Million Dollar Dog Brand Advantage
If a brand is worth it’s weight in gold, a Million Dollar Dog Brand is worth its weight in diamonds. The primary advantages of building a Million Dollar Dog Brand show up in a three-part cycle that we call the ‘Million Dollar Dog Brand Advantage’:
Million Dollar Dog Brand Advantage
- Popular: Buzz [free & most effective: w-o-m, press, PR] … which leads to
- Profitable: Demand [charge more, sell more =more revenue, more profit] … which leads to
- Powerful: Influence [social change, industry disruption]… which of course leads back to buzz
When your business is popular, profitable and powerful – your life can take you down paths you never could have dreamed of: exotic trips, five-figure checks for speaking gigs, franchising, licensing, the ability to push forward causes you care about — or the choice to keep your business small, keep your work-week short and keep your overheads to a minimum.
Growth does not have to equal overwhelm.
When you’re not desperate to pay the bills, you can make decisions for the right reasons. You can craft your life in the way you desire. You can create an empire and become an authority or you can simply create a job you love that affords you the lifestyle you want. Owning a Million Dollar Brand means the choice is yours.
This book outlines the exact steps to build a Million Dollar Dog Brand.
Brand building is certainly not a science, it’s more like alchemy: a slightly mysterious process made up of passion, art and connection. Just because there’s a dash of magic involved, does not mean it’s impossible to duplicate.
By analyzing marketing theory and comparing it with the successful techniques of Million Dollar Dog Brands who’ve gone before us, we have created a clear picture of what it takes to become one. We have created a step-by-step path to repeating those wins: A Million Dollar Brand formula. (Which is what you’ll find in the book!)
Our Million Dollar Dog Brands
So let’s talk about these ‘brands who’ve gone before’ shall we? For the MDDB book I was lucky enough to interview and feature the founders of some of the most dynamic, successful, innovative and pioneering brands in the pet industry, including:
- Planet Dog
- Honest Kitchen
- Zee Dog
- Harry Barker
- Pet Hub
- Victoria Stilwell
- Dog is Good
Think you could learn something from one of these rad brands? Yeah. We all can!