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The What It Takes Podcast Ep 17 ft. Morris Isaacson: One Skill That Will Make You Irreplaceable
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Behind every iconic brand is a strategy people don’t see. Morris shares how smart positioning transformed a vintage brand into a cultural trend. This is how you make people fall in love with a product again.
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Transcript
Auto-generated transcript. Not time-synced to the video.
It's an interesting thing that happened
with uh with Polaroid where the the
brand at the time was just a name. We
had an insight at the time that there
this is a strong enough [music] brand
that you can do more with it than just
sell product. You can actually build it
into a brand. We built out grassroots
[music] campaigns with influencers to
say, "Hey, what nostalgia is in?" We
said Polaroid is not the nostalgic
product that you're going to sell to the
45year-old or the 50-year-old who
remembers [music] it from way back when.
It's new and innovative and you can sell
it to the 12-year-old [music] um because
it's something they've never even seen
before. And that really took hold and
caught on like wildfire everywhere.