Short Stories that Explain why the Best Brand Names Made Marketers Billions

Intro: 0:01

You're in the marketing world and you're looking for inspiration, or you're a business leader who wants to understand what good marketing looks like. You're busy. You don't have time to sit around listening to a rambling 3 hour podcast. We get it. This is the Remarkable Marketing Podcast, where we celebrate the marketing rock stars that deliver truly remarkable marketing, when you'll hear short interviews with marketing execs who share stories about the best marketing they've ever done, how it delivered a huge impact and how they overcame all the challenges to make it happen. If you aspire to be remarkable, you'll walk away with ideas on how to do truly epic marketing. Getting right to the content of what you need for busy professionals, this is the Remarkable Marketing Podcast. Now your host, eric Eden.

Eric Eden: 0:57

All right, all right, all right. Welcome to the Remarkable Marketing Podcast. Our guest today is James I Bond. He is the author of the amazing book Brain Glue and we're going to be talking a little bit about that today. Welcome to the show, james.

James I. Bond: 1:12

Oh, thanks for having me, eric Nice, to be here. I love your podcast.

Eric Eden: 1:16

Thank you. And so I know from the name, james Bond. We know you're a spy, but what is the eye stand for, ian?

James I. Bond: 1:24

Actually, I was born after the books and before the movies, so I think my parents had a sense of humor. What can I say?

Eric Eden: 1:32

Well, fun fact, my middle name is James, so you're in good company here. So I wanted to have you on the show, because your book is all about how people can have massive success if they have the right name for their company and their products. Or if they don't have the right name, they can go out of business, be bankrupt. It's almost that extreme and you have some stories about this. But it's almost like the wide world of sports the thrill of victory and the agony of defeat. And coming up with a name is a very emotional topic in my experience, both for company names and product names. My first job out of college was working for the originalcom domain registry and so I had sort of had a front seat when there was less than 100,000.com names out there of watching people come up with names and how they struggled around it and there was a lot of emotion and there was disputes and fights. No, that's my name, and it really brought home for me at the very beginning of my career that brands and names are very emotional for people. And with your book what you really bring out is that having the right name makes all the difference in the world about success or failure. So I wanted to sort of jump in that and maybe we can start by can you share with us a couple stories of people who have had massive success just because of their name? Because initially I was like is that really the case?

James I. Bond: 3:16

Yeah, it is Absolutely. And I never realized how much the name of a book or a product can have such a radical impact on making things go from like a small number to suddenly become blockbuster and a person becomes wealthy, actually a billionaire too. I'll give you some examples. So there's a mom and son living in Utah and they watch Shark Tank. A lot of people watch Shark Tank and love Shark Tank and that whole idea of being able to invent something, make a whole bunch of money and get on Shark Tank. And then they invest and you suddenly become a multi-millionaire. And so they were thinking like what would be a really good product. And the mom was constipated. She would have a real constipation problem. And so her doctor said what you really need to do is when you're on the toilet, you need to raise your feet six to eight inches off the ground and it really changes the shape of your body and makes it much easier to go to the bathroom. So they did that and then they recognized wow, this really works and a lot of people can really benefit from this and this might be a good product, that we can be successful and get on Shark Tank. But what are we going to name the product. Well, it's a toilet stool. Do we want to call it the toilet stool? I don't think so. It's not really a good name. Toilet stool I think people hear that and they kind of roll their eyes. So they're thinking what's another word for toilet Potty? Oh, potty, and I'm kind of squatting Squatty potty. Let's call it the squatty potty. Squatty potty took off like gangbusters. They reached this is a mom and her son with no business experience, and they reached $100 million of sales. $100 million of sales because of the name. I mean, once they had money coming in, they couldn't believe how much money was coming in. They could spend more money on advertising and everything else, but in the beginning they were just selling it online and it's sales exploded when they got on Shark Tank. By the way, that's what happened too, is the investor stood in line wanting to invest in them. So there's just lots of really good examples Famous Amos cookies. Okay, I mean Famous Amos. He didn't have a lot of money while he Amos, but he started Famous Amos and it resonated. Now they're good cookies, but just because they're good cookies doesn't mean people are going to buy it. I love to say brain glue is like a naked man running through your backyard.

James I. Bond: 5:38

You're looking like whoa. Look at that guy.

Speaker 3: 5:39

What should I say? It gets your attention. Well, that's what you want, is you want to stand out from the crowd? So how about Rocky Road ice cream? So Rocky Road Ice Cream was invented by the drier's ice cream back in the Great Depression, and so it uses three brain glue tools. The first one is it uses a metaphor, because I'll tell you something about Rocky Road. You open up Rocky Road and guess what they have inside it? Rocks. No, there's no rocks in Rocky Road. It's bumpy like a Rocky Road. It's chocolate ice cream with nuts and marshmallows. It was invented back in the days when they had chocolate, strawberry and vanilla ice cream. Those are the only ice creams, and they decided to mix up nuts and marshmallows with it also and they thought, wow, it would be really great. But Les Comp was a really cool name. They actually stole the name for someone else, but that's a whole other story and they came up with Rocky Road. So Rocky Road is bumpy when you open it up, it's bumpy like a Rocky Road. That's the first brain glue tool it uses. The second one is it uses a litteration, a repetition of sound Rrrrr, it's like a rock and roll, and I suddenly realized how many blockbuster, how many people who are famous and how many products that are famous use a litteration, the repetition of sound Coca-Cola, best Buy, paypal, tiktok. You think if TikTok was called the Chinese social media platform, it would be as successful as TikTok. One of my daughters my youngest daughter, my oldest ones are in the 30s. From my youngest daughter I said, yeah, tiktok is a Chinese government platform. She said no, it's not Chinese at all. I said you don't understand. It's Chinese TikTok. I said no, she did research and went like oh yeah, you're right, marillam and Roe Chevy Chase, when you have a repeating sound at work. So Rocky Road Ice Cream has Rocky. So it has a metaphor Rocky Road, it's not really Rocky. It uses the litteration, the repetition of sound Rrrrr, rocky Road. The third thing it uses, which is a brain glue tool, is humor. Now, rocky Road was invented during the Great Depression and the nickname for the Great Depression was Rocky Road, and so their concept was we're all on a Rocky Road anyway. We might as well have Rocky Road Ice Cream. Kind of makes people laugh. Laughers are buyers. I have two friends who are in the top 100 attorneys in the country. One of them is in the top 10. I am not allowed to say his name because he doesn't want people to know the trick that he uses, but he realized this if I can make the judge and or the jury laugh, they like me more and they actually root for me in trial. So there are a lot of people who have trials that they believe are unwinnable and they give it over to him. He doesn't win everyone, but he wins a lot of these that are unwinnable by other attorneys, and then a large part is because he makes people laugh. If you can make people laugh, they tend to be much more connected to you. So that's it. So Carrie Smith started a manufacturing company, a small manufacturing company. He made pretty good money, and so he had a friend who had a company that sells really huge fans for farms in a barn. You wouldn't put air conditioning in a barn with cows and horses, you put a big fan inside there, and so he bought the company and it's a fan company making really big fans, and he was like you know, as time went on, he was marketing it as I think it was John's fans or something like that and he thought you know, people don't understand how big fans these fans are. These are big ass fans. And so he decided to run an ad big ass fans. And sales exploded and he went wait, wait, maybe I should change the name of the company to big ass fans. Okay, he has a great logo. He has a donkey's butt facing you and then his face is often a distance turned looking at you. But a donkey's butt. You know it's an ass's ass Anyway. But sales exploded and, in fact, one of the things that happened with big ass fans he made so much money from it. He started adding other products and then he realized that these other products are diverting him from focusing just on fans, so he decided to drop all the other products and he just focused on the big ass fans. Big ass fans became so massively successful that after 15 years, you know, people sell their businesses at in time or whatever else, or pass it on to family. After 15 years, if you sell your business, it'll be nice. If you make a few million dollars, whatever you know, have a friend that made 30 million that's not bad Carrie Smith. After 15 years he sold big-ass fans. Guess how much. He got $500 million. There you go. They use fans in warehouses. I mean it's just because his fans are really huge, but it became successful because he used the name Big-Ass Fans. So you're starting a hamburger place okay, and you're going to compete with McDonald's, burger King, wendy's okay. I mean, they spend tens of millions of dollars and more on advertising and you're a family. You don't have enough money to have an Indian restaurant, but maybe a takeout restaurant would be really cool. You know, a small thing and people will drive through. You know you don't have money to spend on advertising or a lot of money on advertising, but you can get a location on a really good, you know, on a good street that has lots of traffic, but you need a big sign, right? So what's a good name that they can come up with? How about In-N-Out burgers? That uses something called pyasmus yeah exactly In and Western United States. You know In-N-Out also means sex right and grabs your tents here driving down the street Remember, driving down the street and we're looking at In-N-Out burgers what that means. In-n-out, you're going to go drive through, but the name resonated so much that sales exploded like gangbusters in a family business, family owned. They compete with McDonald's and Burger King and Wendy's and all that stuff and do fantastic. They still have. We see here. You know, in our neighborhood we have two different ones and both of them almost always have lines of cars going through them. I mean people love going through In-N-Out burgers. I mean you have to have a good product, but just because you have a good product doesn't mean you're going to get lots of people coming to you know, buying your product or coming to your business, whatever it is. So how would you like to invent a product, have your biggest competitor or somebody who dislikes steal it from you and they make a fortune while you starve to death. Would that be fun? Come on, everybody, that would be fun, wouldn't it? No, it's okay. So here's a story. It's funny because the guy that invented it died this week and they say they pretend he invented this, but he didn't, because the name wasn't the same. So post-serials compete with Kellogg's, and they had a post-serials, you know, and trying to compete with Kellogg's, they said, well, we need to come up with a product that would just be a blockbuster of a product. And so they came up with this idea of this cake. You know a sort of rectangular little cake that has jelly inside it. It has strawberries, blueberries, raspberry jelly inside it. You put it inside your toaster and when it comes out of the toaster it's nice and warm. You have this warm cake you're eating. And he was thinking. The owner of the company who came up with it is why don't we call it country squares? What a great product, country squares. He was so excited about this product that they invented that three months before they launched it, he promoted it to the media. It's a mistake when your competitors get to see their promotions. He promoted it to the media, country squares. You put it in your toaster, it comes up and you get this warm cake. It's fantastic. And the head of Kellogg said oh, my goodness, we guys. He got his people in the company to figure out how to make and invent this product. You know a little cake that goes inside the toaster. But he said we also need a powerful name. What's the name going to be? And he was thinking well, it pops out of the toaster, so why don't we call it pop something? Okay, that uses a sense, elevation in brain glue. Okay, you've got to elevate the sense, and pop is part of it. It pops out of the toaster, so let's have pop. And then back then, andy Warhol was really famous a pop artist, so pop art is anchored inside our brain. We've heard pop art, so we go pop art. Okay, I get it. And so he said why don't we call it pop tarts? He launched it one week before country squares got launched. Of course, he's a competitor right. One week before country squares got launched, he launched pop tarts. Pop tarts exploded in sales, so much so that they ran out of product. He never even realized how many, how many people are going to buy pop tarts. He ran ads in magazines and newspapers saying apology. I am so sorry that we we ran out of product, but just hang on, we'll have it. You know it'll be coming up soon. Nobody, almost nobody, bought country squares. They waited for pop tarts to become available. When pop tarts became available, it became the largest selling product that coat Kellogg's had and within six months posts stopped selling country squares because no one was buying it. Can you imagine someone steals your idea and they can make a fortune and get rich and you have to like dump it and figure out something else, but that's what was, what was the key about the name pop tarts?

James I. Bond: 14:57

What was the brain glue aspect of that name that drove it for versus country squares?

Speaker 3: 15:03

So there are two tools that pop tarts use okay, pop, which is sense elevation. We, I'm old enough to remember plop, plop, fizz, fizz. Oh, what a relief. It is Alka-Seltzer. Okay, alka-seltzer actually developed a slogan because they want they realize that to make people feel better, if you have an upset stomach, you actually have to have two Alka-Seltzers, not one. One is not enough, and so they came up with the slogan plop, plop, fizz, fizz. Oh, what a relief it is. And it's creating sense elevation. It's like, oh, wow, this is a sense I never expected there's. The song smells like teen spirit. Ew, what does teen spirit smell like? Like Kurt Cobain. It's a brilliant song, one of my favorites, of most people's favorites of all time, fabulous song, but the name smells like teen spirit, like whoa, what does teen spirit smell like? But it gets your attention and wakes you up. Okay, I mean, there's just so many. So he's using pop because it pops out of the toaster. That's the first tool he used. Okay, pops out of the toaster. So when you get it, you know it's going to pop out of the toaster. You already understand how it works. The second thing you used is something called anchoring, where he took something that already is in our brain. I love this. Let me give you an example of somebody who used anchoring. Okay, I'll give you a few examples. So you're creating a dandruff shampoo. It's really a fabulous dandruff shampoo. What's a good name. So let me think about it. It helps. You know, head and shoulders, right? Well, hang on a second. Back then I think still today. But back then little kids were taught the phrase I can't do it, even I'm old head and shoulders, knees and toes, eyes, ears, mouth and nose. They knew that. That was embedded in everybody's brain. So let's use that, call it head and shoulders. People go head and shoulders, oh yeah, well, you know, we don't even realize it, but it's embedded inside the brain. Here's a really good example of somebody else that used head anchoring. Okay, you're taking something that already exists. Well, give me two examples. But President Ronald Reagan wanted to develop a missile defense system. That would you know, that was like in space that would shoot down missiles in case anybody fired missiles at America. But it was right after the Vietnam War and people were not anything that had to do with war, they were not interested in it. So he was going to say well, we want to launch a missile defense system and people they would have had protesters and everything else. Guess what was really really popular and it just launched back then the movie Star Wars, star Wars. So he came up with this idea of anchoring why don't I take Star Wars and attach it to the missile defense system and we call it? So we're launching the Star Wars missile defense system. People were like, wow, that's cool. Yeah, you got Star Wars in space. And suddenly almost nobody protested it, even though it was right after the Vietnam War, because they thought this is cool. He anchored it. So I saw I record shows on the history channel sometimes and he had a show on Bobby Flay. So who the heck's Bobby Flay? Well, he's a chef. I didn't know this. My wife knew this. Okay, in the show Bobby Flay, in the biography of Bobby Flay, it's telling you what the name of his TV show was okay, talking about anchoring. So he's grilling. He's teaching people how to grill. So what sounds like grill? Girl, boy meets girl. Let's make the show Boy Meets Grill. He made this name of the show Boy Meets Grill and suddenly it took off like gangbusters. Okay, and in the show they're talking about another chef, Jamie Oliver. He's the naked chef. The naked chef. I knew this guy. He was an advertising coach. He coaches advertising people with advertising agencies and his name is David Baer B-A-E-R. And I said, david, I got the perfect name for your business Baer naked advertising. He has a partner. His partner loves that and he's like, oh, I don't know if I wanna do that. Come on, baer naked advertising, people will remember your name. It really works. I mean, it's just when you start to understand this. It's amazing. So here's one. Bob Parsons started a business, an online service that helps people get the URLs for their websites okay, and it's a set up a website or a webpage okay, and he called it Jo-Max Technologies. I think he lived in Phoenix, arizona. That's a street name near him, jo-max Avenue or something like that. So he came up with the name Jo-Max Technologies. People started signing up for his service. They loved the service, but almost nobody was buying it. Nobody was signing up and he went like, huh, maybe the problem is Jo-Max Technologies is people don't know. The name is not really making people wanna buy it. So he said, let's come up with a name. Now he knows a literation, a repetition of sound, like Coca-Cola, best Buy, paypal, tiktok and all that stuff. And so he was thinking, let's come up with a fun name that's like a literation and everything else that helps people understand enough or love this enough that they wanna buy our service. And so his guys were thinking about it and they said, well, how about Big Daddy, big Daddy? Okay, but that was taken, of course. So he said let's call it Go Daddy. Go Daddy exploded. It's a multi-billion dollar company. And I went from zero to a multi-billion dollar company. You think it was called Jo-Max Technologies. Do it be successful as Go Daddy?

James I. Bond: 20:24

Absolutely not. Yes, I mean so people started.

Speaker 3: 20:28

I met John Gray and John Gray was telling me about his book. He wrote a book called Men, women and Relationships. People love the book. They said this is the most powerful relationship book I've ever read. It's incredible. But he couldn't get people to buy it. Men, women and relationships. It's a great book. I'm telling you what it is. It's about a man-woman relationship, but almost nobody was buying it. And then he got this crazy idea what if I call it? Men are from Mars, women are from Venus? Because men are really kind of from a different planet Sometimes a women think that and sales exploded. He used a metaphor and he changed the text just a little bit so that he would refer to Men are from Mars, women from Venus throughout the book. But technically it's the same book, okay. Men, women and Relationships. He went from 20,000 books sold to 50 million books sold, all because he changed the title. It's like I remember being a bookstore and this is like a brain glue. It was like a naked guy running through your backyard. You go like whoa, what's that? What? Okay, and it's like I remember being in a bookstore. I'm going okay, book, book, book. Men are from Mars, women from Venus. Okay, book is Men are from Mars, women from Venus.

Eric Eden: 21:41

What the?

Speaker 3: 21:41

hell is that? And picked it up, started looking at it. By the way, you want to get somebody to buy your product. If it's physical, get them to pick it up first. There's a good chance they'll buy it. I started looking through it. Oh, this is really cool. I ended up buying the book, all because he changed the name. It's amazing when you understand how people change the name of a product or service. It just it takes off like gangbusters. It's not just the name, also the description of the product too. A lot of people don't want to change the name, but the name or the description could catapult your product or service like gangbusters. I love saying this because there's trigger words and I've got a lot of trigger words, so I'll give you some of them. Ass like big ass fans. Okay, if you call it big fans, do you think it would be as successful as big ass fans? Breathless Smirnoff leaves you breathless, okay. Now what they're really saying is you can get drunk, but nobody's going to smell that. You got booze on your thing, but they came up with the phrase breathless and you know how. About vomit? I'd give this for a finance company. I was teaching them they would do an analysis of somebody's insurance policy, let's say okay, and they would recognize all kinds of problems on the insurance policy. So I was training them and they had trouble doing it because they laughed. They said that's really good, but sometimes you get an idea. But we say that's a little too much to try on people. So I had to go with them on several presentations and we said you know, I did an analysis of your insurance policy. I don't want you to vomit, but have you seen this thing, the word vomit? is like what, what, what it's? Let me give you a good example of how trigger words get your brain. So I'm working on my computer. I got a TV and XMI computer. I had it on and they had a commercial for a blue emu, which is anti arthritis cream. It's really good, it's really amazing stuff. Yeah, johnny Bancher, a famous baseball player. He's in the Hall of Fame. Who's talking about it? He's talking about blue emu. Oh, I'm doing work, I'm not. I don't care about blue emu, you know. And he says blue emu, it works fast and you won't stink. What did he just say? It works fast and you won't stink what? And from that point forward he had my attention. I'm listening to that commercial closely. It works fast and you won't. And as he talks through it, I mean it's just really powerful. How about for dummies? Would you call your client or prospect dummies? You guys are dummies. I got a book for you. I'm calling it for dummies. You'd never think of that, and yet it became a blockbuster series. He sold it for over 50 million dollars. I love this one. How'd you like to hear about a kid who, dropped out of high school, had almost no money, borrowed some money from his dad and became a Billionaire with the help of one word. Okay, what could the word be? Let me think about it. Okay, so what do Richard Branson, madonna and Olive oil have in common? Virgin and the virgin olive oil okay. Like a virgin touch for the very first time. That became the blockbuster song for Madonna she had other songs, but that would became the blockbuster song. And Richard Branson he borrowed money from his dad and he started a magazine for musicians and he became, you know, pretty successful. So he decided to start a record company and he thought I need a really cool name that people are gonna remember and I go, they're gonna notice it. Why don't I call it virgin records? He ended up getting the Rolling Stones as a client, that all these other guys as clients. He realized virgin that word is really powerful so he created all these other word virgin business, virgin construction company, virgin hotels. I was talking to somebody who was telling me that you have virgin hotels are all over Texas. Oh, wow, you know, it's his hotels. He's got virgin airlines, virgin galactic, because he recognized that word wakes people up so they go. It's like you know, bring, it works fast, he won't stink. You know what you know. Virgin, what? How about if you're creating a play that's gonna go on or off Broadway and it's about women's rights and women's struggles, should I call it women's rights or women's struggles? Why don't I call it the vagina model logs? Vagina model logs became such a blockbuster for Eve Ensler that she's they. Even Even the HBO is doing a special on the vagina model logs. Does that get your attention? I'm from Canada, from Montreal, originally had an advertising agency in Montreal and when I was a kid, a young kid we all lost. Kids laughed when we heard of a city in Saskatchewan called Regina Saskatchewan. Now, why did we laugh? Because Regina sounds just like vagina. Okay, so let's say you're running advertising for Regina Saskatchewan. Okay, what would your advertising be? These guys ran an ad for three years. It became a blockbuster. They tripled tourism. They couldn't believe how powerful was and then eventually they said we're so sorry, we didn't mean to offend people, so we're gonna change her. They have t-shirts, they had bumper stickers, car bumper stickers with this. So what would you come up with if you were doing the promotion for Regina Saskatchewan? Okay, guess what they did? Regina, it rhymes with fun. Okay, well, what a song it took off like, so much so that Madonna and Mick Jagger of the Rolling Stones would actually tell that In to their audiences of thousands of people that showed up to hear them play rock and roll music. Regina, and run music. I mean really.

James I. Bond: 27:33

Let me ask you. So there's a lot of science here. Words matter, right. So there's a lot of science, and these great examples that you've given About how people came up with these names and that's really what you cover in your book is is the science of the emotional reaction by the right side of the brain to these words. So I think everyone, because there is a lot to it. You make it sound so simple and telling these success stories, but there's probably a lot of a lot of science to it and people should read your whole book. But To what? Their appetite? What would you say when you're talking about the science of doing this and brain glue?

Speaker 3: 28:19

Absolutely. There are 14 tools that I discovered. Okay, and this is one of the things I'm throwing a lot at you because there's so many that you know, but the book takes them one at a time and they're short, you know, that's what people love about this is it's good but it's short, so it takes one tool. I'm going to give you a couple of tools Okay, I mean, I gave you a bunch, but I'll give you some and I'll show you how this works. But when you understand how the tool works, you understand how it sticks to the brain like glue. Certain things stick to the brain like glue. So let me give you an example. I figured this out because I I ran an ad in Montreal. I worked my way up, I started in Montreal. I live in Southern California and I've lived here for 37 years but in Montreal I started an advertising agency and I won major clients like Kraft Foods, timex, watches, avon, cosmetics, stuff like that, seagrams or World Headquarters there. And then I had an opportunity to win the anti-drug campaign with powerful logical reasons why you should not do drugs. I say logical because this is emotional selling, not logical. When I saw the ad that won, it used a metaphor, okay, and I didn't know it was a metaphor. Back then I didn't know what it was. All I knew was it was infinitely more powerful than my ad. But it was a guy holding an egg saying this is your brain, then cracking a shell and dropping the egg into a sizzling frying pan and saying this is your brain. On drugs, any questions? Okay, now, back then I didn't understand it, but between that and John Gray telling me about his book Metapharmar's Learner from Venus, I started to realize that's a metaphor. These people are using a metaphor, okay, so let me give you an example of a metaphor in action. Okay, for all of you out there, for you, eric, and for all your fans, complete the phrase my product or service is just like dot, dot, dot and be as crazy as possible. Okay, what's it like? Like my book Wrangle. It's like a naked guy running through your backyard. Okay, what? Get your attention? Okay, so here's Paul Tran. Paul Tran invented an electric razor for man's private areas. Don't want to get too much into this, but okay. And so he wanted to come up with a name that would really grab people's attention, who would explain what the product is, but it would not offend people. He didn't want to be offensive because it's not shaving man's private areas. Okay, so as a metaphor, his electric razor, what's it like? It's just like a lawnmower. Why don't I call the product the lawnmower? In fact, the lawnmower became a blockbuster, selling hundreds of millions of dollars. I remember being in a store I think it was Bed, bath and Beyond and it had said the lawnmower, in big letters, had an arrow and a, pointed to the shaver and it's like the razor is like what? That's a lawnmower. And I started reading the text and I was like oh, it's for man's private areas. I've never bought it. I want to let you guys know. If I ever bought it, I would not share it with my friends, okay, but I would share the name. I could imagine calling my friend and saying hey, joe, guess what I just bought? What did you buy? I bought the lawnmower. Why do you have to mow your lawn? No, it's for shaving man's private areas. I can see him laughing and going you're kidding. Hey, mary called his girlfriend and was like guess what? James just bought the lawnmower. The lawnmower, yeah. He says shave his private areas. But it sticks to the brain and when you start laughers are buyers. You don't have to just make people laugh. But calling the product a lawnmower, I mean, who would? And this one of the things I discovered with Brain Glue some of these tools require guts. Okay, if you're in business and you have no money or a small amount of money, you want to come up with a name that's going to be so resonant with people that, even though you don't have a lot of money, you can still make a fortune. And I'll go back to Richard Branson. The guy became a billionaire with the word virgin. I mean, obviously he's good in business, but a lot of people are good. And he was a kid who had no business experience, but he figured stuff out. I could start a business and everything else, but he recognized I need a name that's going to really resonate with people because I don't have a lot of money for marketing and just it became. When you understand the power of these tools, it's mind blowing. I mean it's mind blowing because it works so well. I mean I remember I started using it on my own clients. I work with the Small Business Administration, I do coaching for sometimes groups between 20 and 3, 4, 500 people. Okay, and when I share this with them and they actually started applying this, and not everybody applies this, because not everybody has the courage. But those who apply this, come back and tell me man, I've crossed $5 million of sales. Man, I can't believe how much money I'm making. Man, I didn't spend, I spent almost no money and yet I'm making a fortune. And let me give you this quick example. So how many people spend money to market on social media? Okay, and how many fans do you have? Here's a woman who spent zero, and she has more than 5 million fans spending zero. What did she do? Well, she's a stay-at-home mom and she's thinking okay, I want to create a Facebook page, okay. So, let's see, I'm a mom. So what do I say? Mommy, mommy needs time to herself, mommy needs a rest. If you're a mommy, you know all this. By the way, I know what mommy needs Mommy needs vodka. She created the name of her page Mommy Needs Vodka. Okay. Now I remember this. How did she get so many fans? I remember one of my friends must be one of her fans or something and I saw a post on our page, on my Facebook page. It was, you know, pretty funny post. It was pretty good. I went oh, it's pretty good, it's by mommy needs vodka. Mommy needs vodka. There's like a naked guy running through my webpage. Okay, mommy needs vodka. What the heck's that Clicked on. That took me to her page. I liked the content on her page and I became a fan, just like more than 5 million people. Now, how many people out there have fantastic Facebook pages? And do you have 5 million fans by spending zero? She does. It's just when we understand the power of this, we learn how to take a simple product and turn it into a blockbuster of success. I mean squany potty. It's a stool that you use in the toilet and yet it became. Over $100 million of sales were generated. I mean they became blockbusters of success because I mean, it's just whoever thinks it's something that, and yet when you do it makes your product take off like gangbusters. And I've got it even works with industrial products. I mean it's amazing I talk about squany potty how about port-a-potty, you know I mean it works all across the board.

James I. Bond: 34:54

So I think people should go out, get your book, learn all 14 of these tactics. You've given a lot of good evidence here of having the right company and product name can make all the difference in the world. I think a lot of companies, particularly in the B2B area, they don't really put a lot of thought into it. They're almost like the name doesn't matter. But I think all these stories that you've shared proves that the name really does matter and it's worth getting into the science of that and putting some thought into it. Given everything else that people are investing in the company and their products and marketing it, it makes sense to spend the time on understanding what works, and not only what works but why it works, and so that's what's really interesting about the science that you shared. So we're just about out of time, but if you want to share, it's on Amazon Brain Glue, but your website is also.

Speaker 3: 35:53

Well, the easiest way to do it it's yesbraingluecom. So if you go to yesbraingluecom, it has information. Or if you just want to check out the book, it's go to braingluebookcom. It'll take you to Amazon and you can actually check out the book. And Amazon's cool because we've got an audio book so you can listen to some of the stories there. But it's got. You can look at the table of contents and see what the different 14 brain triggers are. It's really amazing. And Amazon lets you look at part of it. So if you do braingluebookcom, then it'll take you right to Amazon and you can at least look at what's in the book, hopefully you'll buy it.

James I. Bond: 36:27

I think you're going to like it. I think a naked man running through your backyard hey. It's worth it. This is one of my favorite new marketing books. I think people should buy this. It's important when you understand how many millions and literally billions some of the people have made by choosing the right name. So share this episode with your friends. People need to know about this. Also, rate, review and subscribe. Thanks for joining us today, james.

Speaker 3: 36:55

Oh, thank you, Eric, for having me Really enjoyed it.

Eric Eden: 37:01

You've been listening to the Remarkable Marketing Podcast. Our passion is to bring you the marketing rock stars who share stories about the best marketing they've done, how it delivered and how they handled all the challenges that go along with it. And we do it all in 10 minutes. We only ask two things. First, visit the RemarkableMarketingio website for more great insights. Second, this podcast has been brought to you by the Next Generation Social Networking App, workverse. You can download and use the Workverse app for free to build your professional brand, become a paid expert advisor and discover the best business events to attend. Download the Workverse app today. See you next time on the Remarkable Marketing Podcast.