Famous

You're not failing to sell because you lack skill. You're failing to sell because you're not famous.

About the book

Your food is good. Your service is good. So why aren't customers lining up? Maybe it isn't your skill. Maybe it's that nobody thinks of you first.

When people think of pork belly, hotels, or shoes, one name comes to mind before any other. Big companies pay agencies fortunes to become that name. Small business owners have to do it themselves, with no branding team and no budget.

Famous defines branding in two words: getting famous. Then it shows you, one short lesson at a time, how to burn your brand into your customers' brains. Every lesson is built from real cases: a galbi restaurant whose short ribs hang in the air, a makguksu shop that tells you to twirl your noodles, a supermarket where everything is black and white, and global brands from Hermès to Subway.

The examples come from South Korea, and the principles work anywhere customers have a choice. KICK boxes throughout add a bonus tip you can use the same day.

Who it's for

Owners of restaurants, cafés, salons, studios, and shops who have no branding team and no budget, and who want to be the one customers call up first.

Key takeaways

1. Customers remember what is bigger, taller, or thinner. Color naming, brand numbers, and the font-color-skin trio make a brand stick.
2. The slot-machine technique helps you be first, and a one-word keyword makes you one and only.
3. A concept is what customers buy, and packaging is the flower of the concept.
4. Customers want painkillers, not vitamins. Sell relief, and use the instincts behind showing off, lining up, and sharing stories.
5. Positioning for small businesses covers marking territory, top-price positioning, and framing. The formula B = U+N+S explains the new experiences customers never forget.

Frequently asked questions