Creating the Hammer: Branding With Personality | Summary and Q&A

TL;DR

The Kentucky Hammer, a personal injury attorney, shares the origin of his brand name and how he transitioned from traditional advertising to entertaining commercials.

Key Insights

• 🫚 The Kentucky Hammer's brand name was inspired by Colonel Sanders and the state of Kentucky, emphasizing his regional roots and persona.
• 😨 The attorney aimed to provide shock value and immediacy in his commercials, incorporating lightning bolts and car drops to grab viewers' attention.
• 👻 The transition into entertainment advertising allowed the Kentucky Hammer to stand out and gain recognition, with commercials inspired by popular shows like Game of Thrones and Marvel.
• 🫵 The attorney's approach to self-deprecating humor and relatability through flaws and personal stories helped build trust and connect with viewers.
• 🖐️ Social media, particularly TikTok, played a significant role in expanding the Kentucky Hammer's reach, despite initial hesitation and skepticism.
• 🔉 The attorney recognized the importance of adapting to the changing advertising landscape, shifting from traditional advertising to social media platforms like TikTok and YouTube Shorts.
• 🕴️ The Kentucky Hammer's success on TikTok influenced other attorneys to follow suit, embracing the platform and recognizing its potential for business growth.

Transcript

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Questions & Answers

Q: How did the Kentucky Hammer come up with his brand name?

The attorney was originally called the "Heavy Hitter," but wanting to avoid a potential lawsuit, he decided to choose a new name. He drew inspiration from Colonel Sanders and the state of Kentucky, eventually settling on the name "Kentucky Hammer."

Q: What made the Kentucky Hammer's commercials different from others in the legal industry?

The Kentucky Hammer aimed to entertain and provide shock value in his commercials to grab viewers' attention. Commercials featured lightning bolts, car drops, and humorous scenarios, instead of simply focusing on personal injury cases.

Q: When did the Kentucky Hammer start incorporating entertainment into his advertising?

Initially, he focused on direct marketing and immediate response in his commercials. However, when he began working with a new agency, they introduced the idea of incorporating trending shows like Game of Thrones and Mission Impossible into his commercials, targeting the desire for entertainment in advertisements.

Q: How does the Kentucky Hammer feel about traditional advertising in comparison to social media?

The attorney believes traditional advertising still has a place but recognizes the need to adapt. While not a fan of social media, he acknowledges its value and the changing trends in advertising. He has reduced his TV advertising budget and shifted more towards social media platforms like TikTok.

Summary & Key Takeaways

• The Kentucky Hammer brand name was inspired by Colonel Sanders and the state of Kentucky.

• The attorney's focus on direct marketing and shock value led to memorable commercials with lightning bolts and car drops.

• Transitioning to entertainment advertising, the Kentucky Hammer embraced trending shows like Game of Thrones and Marvel to stand out and gain recognition.