Kum & Go | When Wealth Repelling Jackassery Based Branding Is Abundantly Clear to Everyone But You

Audio Transcription

Grabbed the duck tape and mentally prepare yourself for yet another mind expanding knowledge bomb from America’s number one business coach, Clay Clark,

thrive nation. I have a a, a really, really kind of a funny, ironic story I want to share with you in this knowledge bomb today. We’re talking about Kum and go when wealth repelling jackass rebased branding is abundantly clear to everyone, but you are conferences. Chupp, we have a conference every two months and every two months we have hundreds of people that make their way to the conference.

Stay, go to the river, walk there. Then from Florida, Canada, California, we’ve had people from Guam to from Mexico to attend the workshop

and without fail, one of the questions I get asked by somebody virtually every time they’ll pull me aside and they’ll say, hey dude, what’s up with that gas station called Kum and go, and the first time someone asked me, I guess I see it so much, I’ve become numb to it, and they go, no, seriously, like what the crap is going on with with the name. Come and go are our, we’re the owners sick freak’s right? Who made that call? What was, what was that? How did that naming decision go down? I mean, did someone lose a bet or what? And so I, I’ve often thought about that I’ve thought about is there like a board room and there are a bunch of guys are meeting and they’re saying, okay, we’re competing against quick trip and we were competing in some of the finest to brands and the convenience store industry.

We’ve got to seven slash 11. We got to circle k where they used to be a gideon go and we’re getting gold. Quick trip. We’d something more clever. Something that’s going to be nice. What do you think? We need a puzzle cow. I say come and go. Well boss, I think uh, an idea that we could, we could do, would be a. Why don’t we go with a fast stop? That’s a good one. That’s totally okay. What about you barnes? Hi, why don’t we, I got this idea, why don’t we call it jail approved? I was just kidding. Seriously. Don’t want to do that. Why? Why would you not want to name it? Come and go. I don’t know, but I’m just saying it be creaking. Wicked crazy, man. Oh my gosh. He’s going to name the company. Come and go. People leave the meeting.

Everyone’s laughing. Shevon each other into bushes. Just going to happen. We can off of flesh colored uniforms. Everybody. Great idea. He’s the guy goes home and tells his wife a Hoodie, a good name. The company come and go. She looks at him like go to the store because it doesn’t make any sense. She says, I’ll be at quick trip. Have you ever. Honestly, if you ever had that thought, yes, I’ll like is the very first time I ever saw the words on the building and the people ask us at every conference and so what I want, what I want the teaching moment to be is this, is that when you have bad branding working against you, I believe it is. It’s hard to overcome that. I mean, when wealth repelling Jack ass theory based branding is abundantly clear to everybody, but you, it hurts your company and you might say, well, what’s Jack Jack?

Let me. Let me read the textbook definition of the word that I Merriam Webster. Here we go. Jack Reese, one o one, a deep, dark universal cosmic habit for us. Wealth, repulsion that keeps you from achieving weld. No matter how hard you were, Jack. Esri is so. It’s so tough to overcome jackass three, because most people won’t tell you that the jack ass or he is keeping them from doing business with you. So I’m going to link. People don’t want to hurt your feelings. So Chuck, can you read the notable quotable from Mr Elan Musk. Elon Musk says, brand is just a perception and perception will match reality over time. Sometimes it will be ahead. Other times it will be behind, but brand is simply a collective impression. Some have about a product. So think about your branding today. Think about your logo. Think about your website, think about your business cards.

Think about your one sheet. Think about your auto wrap. Think about every aspect of the marketing materials that your ideal and likely buyers are seeing. Is it helping you to convince people that you’re credible and that they should do business with you? Or is it causing people to not want to do business with you because they’re afraid of you because it, it’s, it seems not credible, right? Doesn’t inspire confidence. I’m an example for you. Back in the day of something that I did that was stupid on a consistent basis was whenever a bride and groom would call nine, one eight, four, eight, one 2010, where the fun begins, nine one, eight, four, eight, one slash 2010. When they called Dj connection, the phone ring, Dj connection. This is clay. And somebody would say, hi. I was curious about how much you guys charge. I would go through my sales script and then I would build rapport.

I find their needs and deliver benefits. I’d set an appointment and say, well, do you guys want to meet? We can meet up for lunch to go over the packages or we can meet up maybe this evening. Uh, what works better for you? Afternoons or evenings. And the bride would say, okay, well let’s meet, you know, like at 6:00 PM. I said, okay, great. Why don’t we meet at Mcdonald’s over there at 70? First between Lewis and riverside, keeping it classy and then I would get their Mcdonald’s bought up, up, up, up. I got my tie on. Oh yeah. I got my briefcase and no one showed up virtually every single time. I’m not kidding for probably months, maybe two, three months. So I went and met with one of my mentors, a Clifton Taulbert who was the first African American west of the Mississippi to help start a bank.

He helped launch the stairmaster. Very successful. He’s a bestselling author. And Clifton said to me this unbelievable wise African American man. He’s Kinda like my Yoda. He looks at me and says, so, uh, you know, do you have a script? Yeah. Okay. Did people answer the phone when you call them? Yeah. Do you set appointments? Yeah, they’re just not showing up. Okay. Well, where do you meet them? Where do you. Where do you, where do you meet him for lunch? Do you been for dinner? Do you mean for lunch? You mean, do you meet them at your office? You meet them at your office or something like Panera bread, where do you meet people? And I said, well, I made him at Mcdonald’s and I remember just the look on his face of like horror. You meet people who are trying to plan their wedding for a contemplating spending a thousand dollars on wedding entertainment.

You meet dement Mcdonald’s. Do they suggest this or are you suggesting this? I. No, I suggested. He’s like, do you hate money? What’s your deal? I’m really pleased with the notable quotable from Michael Levine, Michael Levine, Michael be, by the way, the PR consultant of choice for Nike Pizza Hut, Michael Jackson, Prince President Bush President Clinton, and in the man who will soon be attending our December workshop, he will be speaking at our December workshop, the master of branding, the best selling author, Michael Levine, Chubb. Please read the notable quotable from the uh, uh, Michael Levine hotline. All right. And this is one of my favorite quotes that we ever reference. And he says, if you give someone a present and you give it to them in a tiffany box, it’s likely that they’ll believe that the gift has a higher perceived value than if you gave it to them in no box or a box of less prestige.

That’s not because the receiver of the gift is a fool a fool, but instead, because we live in a knowledge bomb culture in which we gift wrap everything, our politicians, our corporate heads, our movie and TV stars, and even our toilet paper. I want the listeners. I want. I want all the listeners out there to think about this for a second. Imagine you’re going to go meet with a Dj about booking your wedding. You’re going to be an entertainer about hiring him to provide music, sound and lights for your wedding reception. Your wedding’s going to be at a Nice Hall, a Nice Banquet Center, a country club, maybe Cedar Ridge, maybe the Bank of America Tower. Maybe it’s going to be the Anatole Hotel in Dallas. Perhaps it will be on the beach and San Diego over at the hotel del. Maybe it’s going to be. Maybe that’s what’s going to happen and you’re going to meet with a DJ, the entertainer of choice, and I want you to just picture this because this was how I decorated my office. You looked to your left

star wars, the original star wars poster, Luke Skywalker, he’s pointing his blast. Retinue darth Vader, Han Solo, the whole, and then they got like gi joe figurines, old ones not taken out of the container. The ones are still in the, like I said earlier, classes or collector. That’s right. You don’t want to take them out in the 40 year old virgin it. Deep deep value

values a Gi Joe Lady Jane

Got Cobra Commander Desk.

Jane. You got the whole. You got a snake eyes all unwrapped the office overhead. The music that’s playing his music that you guys would like. It’s like the game. It’s like fifty cent. It’s like rap. It’s like hip hop music. I just getting hot in here. Now if you went and met with a DJ in his office about booking your winnings, I remember I used to meet at Mcdonald’s, so I upgraded and now I moved to a Home Office where I decorated it with the Star Wars meets Gi Joe at atwoods decor. Could you imagine why a lot of people didn’t buy from us? I can’t actually have a notable quotable from the boom book from one senior Clay Clark. Okay, sure. And what he says is people do judge pieces of jewelry by the packaging books, by their covers and businesses based upon their branding. So as unfortunate as it may be, you do get judged as a business immediately, and so you’ve got to have that branding in place. So as an action item, just go to the thrive time show.com website. Go to thrive time show.com. Go to the website, click on the podcast button and do a search for. Come and go pellet you go search for coming. Go find today’s knowledge bomb or our podcast where it will be archived and you can find the checklist of all of the things you need to improve. As it relates to the branding for your business,