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What makes a brand memorable isn’t volume, it’s precision. We sit down with James Erskine, CEO of Rocket, to explore how one product can hold multiple stories—and why telling the right one to the right person is the difference between being noticed and being ignored. From children’s publishing to home services, we break down how kids crave characters while parents want proof, and how similar demographics can still hide wildly different buyer motivations.

We dig into practical methods for finding those motivations: live research panels, smarter questions, and constant recalibration as habits change with screens and social media. James shares a candid take on brand positioning—why authority and a clear point of difference beat generic claims every time—and how chemistry and service quality quietly decide deals. We talk about the real role of AI, too: great for spotting patterns in data, useless without human judgment. Expect a future where “human-made” becomes a trust badge, not a nostalgic throwback.

Then, we shift to perception and belonging. Cultural relevance can reframe how a market sees you, while founder-led stories make expertise feel personal. Loyalty grows when customers feel like members, not transactions—priority lines, early access, or small VIP moments can transform retention without heavy discounts. Finally, we map out advocacy marketing that actually works: ask for honest feedback a week later, turn customer wins into social proof, and make it easy for people to share the story of working with you.

If you’re ready to sharpen what you’re known for and build a community that sells your value for you, hit play. Subscribe, leave a quick review, and share this with a friend who needs to hear it.

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