Pete Fox: Tools to Build a Successful Brand

Pete Fox: Tools to Build a Successful Brand
○ In this episode, I had a chance to sit down with industry pioneer Pete Fox, the president and ceo of Fox Racing the worlds largest motocross apparel brand. He drops some knowledge and insight about turning a crazy idea into a success, finding what's truly unique about your brand, and becoming a creator!

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○ Thought Experiments is an online tutorial series for anyone wanting to turn their passion into a career. My goal is to cultivate the creator that is already within you, by sharing experiences and ideas from myself and other professionals in all creative backgrounds. These new perspectives will allow you to build strength, expand your knowledge, and gain clarity on your life's path, by reinforcing concepts you may already be aware of but don't keenly understand and creating connections with new concepts that progress you on your path to become a creator.

○ Connect with me at → linkedin.com/in/julianmelanson ←

○ Leave any questions below about all things creative that you want to be answered in the next episode of this series!

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Closed Caption:

alright guys thought experiments episode
for sitting some trip
this is another special episode with
Pete box the owner and CEO of fox racing
the world's largest apparel distributor
from motocross sports to multi-million
dollar company so the info that he's
sharing in this episode is really
priceless he talks about how to come up
with your brand putting together the
mission statement the logos and designs
how to do all those things properly
sequential een also he gets into
leveraging today's basically free
advertising that we have social video
whether that be
facebook twitter instagram if it was 20
or 30 years ago the only way to get a
word out to let's say 10 20,000 people
was to spend ten or twenty thousand
dollars and that was through TV ads
which isn't that effective
yeah
so a little bit of backstory and what
I'm actually doing . experiments before
i get into this episode is that what
I've realized the way that we exchanged
and access information is completely
different than it was 10 years ago
it's completely completely different in
restructuring of the schooling system
was created so those things haven't
really changed with technology is so
different with information today rather
than sitting in a classroom for an hour
and getting maybe five to ten minutes of
good solid information you can use the
internet to google anything that you
possibly want and get exactly what
you're looking for in seconds to what
I'm doing with thought experiments is
creating an area where it's easily
accessible to gain information on
becoming commerce yourself and this is
going to be in meditation and we're
going to get into that with later
episodes becoming more confident and
that comes with calm when you're
confident you have emotional
intelligence meditation and finding out
more about yourself you're more
confident in your weight what we're
doing in that leads to creativity being
a creative state is linked to being in
comm forward brainwave states
alpha theta and delta states and this is
something that all I'm touching on now
but i'm going to go into great detail
later in these episodes and be calm this
confidence and creativity is something
that I want to share with you guys and
it's all linked together and it's all
about going inwards and finding that
inner trueness and yourself
we've been sold an idea that you need to
buy this car
drink this alcohol wear these clothes
and then you'll be happy and that's
really really just a complete lie and
what what America is done is its what
American mainstream media has done is
not they're not humans anymore where
consumers so we're always getting sold
to constantly through television on the
internet even Instagram and now we're
always getting sold to and what they're
selling is that happiness is an external
thing it's something that you have to
get from somewhere else but really once
you buy a car where a certain piece of
clothing there might be some temporary
satisfaction but all that's doing is
that if you're trying to fill a hole in
your garden your front yard and you're
feeling the dirt with dirt from another
hole
ok you fill this hole but now there's
another hole and you're like okay I'm
going to take this dirt fill that hole
and there's another whole nother whole
nother whole so it's just an endless
cycle of trying to fulfill what's inside
through external resources and it's a
lot to take in
so without further ado on the left box
take it over
doing a lot of awful knowledge on how to
build a brand turn your passion and
becoming created I never did anything
with the idea of like this is going to
make certain amount of money we're
selling a certain amount of unity was
never like that planned out my goals I
want to make the coolest recommend just
keep it is really simple don't like try
to do it too many different ways because
especially when you're starting out here
you switch it up too much and people
like you know pretty soon you look at a
hundred different versions.the located
people are as close to it as you are and
so they're not going to like be able to
remember as well but you know come up
with like this is the way we're going to
do our logo and let's like stay with
that for a while until like it's really
starting to stick give your basic
fundamental thing here's our mission
statement for the bringers our logo and
then I would make your head a t-shirt
and a being you can make those really
cheap
everybody loves them and want to sell
the 14 by him and I would start with
that right here
depends what you're going to be if
you're going to be a brand
then you've got to be able to sell the
hat or t-shirt if you can't tell those
than you don't have a brand yet it but
if you're going to be known for
something you're gonna be known for a
jacket or a belt if you're going to be
like you know when Nixon or something
like that then you have to like focus on
a certain product when somebody looks at
Fox logo you know hopefully we've done a
good job and we've created like this
vision in their heads that trust was
head of like what that needs that's what
you're trying to do right you're trying
to create something like letting my keys
super-successful like your plan Mikey
shirt i kinda want to be more active and
athletic like coming to push myself
everything modern like new media would
be think I'm TV i be thinkin you to be
thinking instagram facebook like I be
thinking all of that stuff
the beauty of that compared to you know
maybe when i was getting started is that
you go directly to the people now right
you've got a venue and free facebook and
instagram and twitter it's basically
free right 20 years ago you would have
to paid money to get in front of those
eyeballs and from those people think
about you had to run ads start around
the TV come like how could you reach how
could you reach a hundred thousand
people 20 years ago
you had to spend a ton of money