Jeffrey Perlman, who built Zumba and Mindvalley, teaches how to create brands that transform people into new versions of themselves. The course covers defining your brand's gift, identifying its hero, and the personal growth a founder needs to lead it.
Chapters
What is Zumba? We were selling six or seven videos a week and we were the joke of the fitness industry. But at some point, we stumbled onto something. I do Zumba. Do you do Zumba? Yeah. I did a Zumba class over vacation. It's a hot brand, you know, it's hotter than mtv. And that moment catapulted us from the joke of the fitness industry to the largest branded fitness program in the world. With 15 million people taking Zumba classes in 186 countries, we became Inc. Magazine's company of the year. What had happened is that we got our brand right. The brand struck a chord. It spread like wildfire. And I've seen that happen over and over and over again. Mindvalley went from a small Internet marketing company to the fastest growing personal development platform in the world. Poised to redefine the entire education system. I've had the pleasure of co creating some of the world's most transformative brands. A lot of people talk about the aspirational brand. There's no such thing. Because nobody aspires to be logos and fonts and color palettes. They aspire to be other people. The brands that I love to build are the brands that create new human beings, the creators. They're the brands that inspire new people to exist. They're the brands that change the course of history. So whether you're building a personal brand or a consumer brand, this course is going to teach you how to build an inevitable brand whose time has come. First, we're going to go through what a brand is and what a brand isn't. And I'm going to help you discover your brand's gift, what your brand is here to give to the world. And then we're going to move on to your brand hero is the identity that your customers will aspire to be. Next, we will discuss brand architecture. This will help you understand which type of brand you're building. And once you've got your brand architecture, we can start working on your brand essence. And then we're going to use your essence to build your brand universe. In our final lesson, we're going to talk about the most important part in building an inevitable brand. And that is you. Who are you? Who do you need to become to build an inevitable brand? Where religion used to teach people who they should be, a transformational brand, the type of brands that I love to build, they teach us who we could be. And that's how they change the course of history. I'm so excited to be sharing this quest with you. And I will see you in the first lesson, Sam.
