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What makes a brand truly unforgettable? Is it the logo, the tagline, or something deeper beneath the surface? In this fascinating conversation with Michael Dargie—author, podcast host, brand strategist, and self-proclaimed ”octopus whisperer”—we explore the art and science of authentic brand storytelling.

Michael introduces us to the concept of ”Brand Jitsu,” his innovative approach that applies martial arts principles to brand strategy. Like his black belt training in Japanese Jiu-Jitsu, where techniques must be learnable in under three minutes to be useful in combat, Brand Jitsu provides businesses with fast, effective methods to find, shape, and share their unique stories. The secret? Focus on what lies beneath the surface—your values, vision, purpose, and personality—rather than just the visible elements like logos and websites.

Through compelling examples, including a funeral home campaign that celebrated life rather than focusing on death, Michael demonstrates how authenticity creates memorability. Drawing from his extensive background in improvisational comedy at Calgary's Loose Moose Theatre, he shares valuable insights about establishing audience expectations and the power of contrast in brand positioning: ”When people are yelling, sometimes it's better to whisper.” This philosophy has guided his award-winning Rebel Rebel podcast, where he interviews entrepreneurs and creatives who've found success by daring to be different.

Beyond branding, Michael's life philosophy of ”do cool and weird shit with cool and weird people” has led him on remarkable adventures—from scuba diving with giant Pacific octopuses to motorcycle book tours across Canada. His boundless curiosity and willingness to say ”yes” to new experiences inform both his personal journey and professional approach, culminating in advice we could all benefit from: ”Believe in yourself. You're not going to, but you need to.”

Ready to transform your brand from forgettable to unforgettable? Discover Michael's book ”Brand Jitsu: How to Move Your Brand from Meh to Memorable,” available now from Dundurn Press, and connect with his work at michaeldargie.com.

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