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I show you how to create a character brand from zero with little to no funding and go toe to toe with every brand pictured here. I do it all the time. Step one: avoid awareness, attention and engagement. 🔗☣️

I’ve been beating the top YouTuber in the world consistently for months. I’m on OG Korean cold meds… the kind in that long tear away paper… so here we go: The “attention economy” is probably the worst way to put it. The subconscious increasingly differentiates between something being broadcast towards us (from ads to doom scrolling), and the moment we make a discovery. In the 50s, TV commercials worked fantastically well because they were new. By the 80s they had to be funny. Now you don’t remember the last television commercial you saw. We have been interacting with ads all day, but the subconscious has learned how to adapt and glazes over them so we can function. This present an opportunity. Our Licensing show booth proudly features “grown without social media.” and while it is clear that my uncle Bob’s hardware store is having far better results running local ads on Facebook than he was before, the industry attendees know exactly what I mean. It’s one thing to already be a Hello Kitty and use social media to inform your devoted tribe members that the Sanrio soufflé food truck is going to be in Chicago on Thursday… entirely different if you are a lifestyle character brand starting from square one… from zero…. in a world filled with the noise of doom scrolls, one must be a breath of fresh air… help your potential tribe members come in out of the rain. This is no theory: it’s how we’ve consistently successfully gone from zero to millions with our own work for decades and I’m putting how we did so on paper for you.