The Rise and Fall of Liver King: A Look into Inauthentic Brands

Branded

Welcome back to Branded: your comprehensive guide to creative branding. In this episode, we dive into the fascinating rise and fall of a social media sensation known as the Liver King. While Sara learns about Liver King for the first time, Larry breaks down Liver King's journey from obscurity to a massive online following, built on a rather dubious premise. We'll explore the marketing scheme that catapulted him to fame, and how his brand was meticulously crafted—and ultimately tarnished. We'll dissect the unique branding techniques that Liver King employed, mostly involving raw meat diets and "ancestral tenants." We'll also discuss the aftermath of the revelation that his chiseled physique was maintained through substantial steroid use, not just raw liver and a primal lifestyle. Throughout this discussion, we'll leverage the SUCCES model from the book "Made to Stick" to better understand why his brand was so compelling despite its foundation on lies. So, grab a cup of coffee, settle in, and let's unfold the story of Liver King, his primal brand, and what we can learn from it in the world of branding. Key Takeaways: 1. True Impact of Simple Messaging: We discuss how Liver King kept his brand message extremely simple by focusing solely on the primal lifestyle. The simplicity of his message, coupled with his distinct imagery, played a big role in his initial success. 2. Unexpected Elements Grab Attention: Liver King’s outrageous public persona and diet of raw liver and bull testicles offered a shock factor that made him intriguing and shareable. We discuss how being unexpected helped him quickly gain an audience. 3. Emotional Appeal in Branding: Larry and Sara discuss how Liver King preyed on societal beauty standards and self-consciousness, making people believe that adopting his lifestyle could transform their bodies and lives. Emotional connections, even if based on falsehoods, can be potent in branding. 4. Building Credibility Through Consistency: Despite his actions being fraudulent, Liver King's relentless consistency in promoting his lifestyle and physique played a major role in building a credible (albeit deceptive) facade. We explore the idea of credibility and its critical role in successful branding. 5. The Resilience of a Strong Brand: Even after being exposed, Liver King retained a significant portion of his followers, demonstrating the strength and stickiness of his brand. We discuss how robust branding can sometimes withstand even significant personal and public setbacks. Stay tuned to learn not just the fascinating story of Liver King, but also invaluable lessons on what to do—and what not to do—in your own branding journey. [embed]https://youtu.be/cIYUsrk077Y?si=Ig0B0zxgJ5zEdjtE[/embed]