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Issue 67 - 01 | How To Fascinate: Why Your Brand Should Do A Shot Of Jägermeister
By Sally Hogshead Published Feb. 11, 2010 2:18 a.m.

"If you’re under age 45 or so, there’s a good chance that you’ve tried Jägermeister. However the odds are low—quite low—that you actually enjoy the taste. And that’s okay. Few people do. Very, very few. I’ll wager that most of the people who make Jägermeister don’t like the taste of Jägermeister. Yet the brand continues to grow at an astonishing rate. If so many people actively dislike the taste, how does the company manage to sell 83 million bottles a year?

With sales increasing up to 40% per year since 1985, Jägermeister is the most popular drink nobody likes.

Many companies successfully advertise products and services that consumers don’t necessarily need (bottled water, luxury cars) or even enjoy (backache pills, oil changes, burial plots). But here’s a brand that manages to sell an extraordinary volume—at a premium price point, no less—of a product that people don’t even want, and more to the point, actively dislike."

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About Sally Hogshead | Growing up with the last name Hogshead would give anyone an unconventional point of view. Today, after surviving years of harassment on the playground, Sally is a speaker, author, and brand innovation consultant, helping companies develop messages that persuade and captivate. Clients past and present include Nike, MINI Cooper, Aflac, Cole Haan, Target, Coca-Cola and Godiva. Her new book is Fascinate: Your 7 Triggers to Persuasion and Captivation. Find out more about creating fascinating messages at SallyHogshead.com.

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