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Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience

Brand Mysticism: Cultivate Creativity and Intoxicate Your Audience

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From the Publisher

LESSON 1: AUTHENTICITY IS EVERYTHING

Kick your creativity into gear with the onion method, creative grenades, and the four magic ingredients you need to start any brand.

LESSON 2: TASTE IS NOT SUBJECTIVE

Change your thinking with case studies from Hendrick’s Gin, Sailor Jerry Rum, Narragansett, Art in the Age, and more.

LESSON 3: GENERATE BUZZ AND BLOW PEOPLE’S MINDS

Find inspiration in unexpected places, from tattooed sailors to root beer, to create something new and achieve the remarkable.

AUTHOR Q&A WITH STEVEN GRASSE

Q: Why have I never heard of you?

A: You may not know me, but you surely know (and have probably tasted) the alcohol brands I’ve created. Everything from Hendrick’s Gin and Sailor Jerry Rum to some of my recent viral sensations like Crab Trapper, a crab-infused whiskey that became the most buzzed-about booze release of this summer.

Q: Why did you write this book?

A: Because I look at myself and think: here I am, against all odds, creating amazing things, and getting paid. If a bonehead like me can do this, you can too! I wanted to share the irreverent teachings from my crazy career. Literally everything you will read in this book is counterintuitive to what they teach you in business school.

Q: So who is this book for?

A: Anyone on planet Earth looking to live an interesting life, hone their creativity, and inspire change in their field. I hope that the lessons I’ve learned from this strange and specific journey are applicable to anyone aiming to transmit a stronger message.
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