The only thing better than succeeding yourself is watching someone you know and respect succeed. And Jorge Cruise is doing just that. Growing up, he was an overweight kid but today Jorge has become a fitness and diet guru. First with Jorge’s 8 Minutes in the Morning book and now with his 3-Hour Diet book, Jorge is on the verge of a mega branding success.
Al and I got to know Jorge because of his interest in our books. He has taken many of our principles and used them in building his own brand. Here are a few strategies that Jorge used. (You might consider using some of them yourself in building your own brand.)
1. If your name is not right for your brand, change it.
Having a simple, easy-to-spell and memorable brand name is the first key to branding success. Jorge’s original last name of Mauier was not simple, easy or memorable. So he changed it to Cruise. His Mom was most likely a little upset, but in the long run I think it has given his brand a tremendous boost. (Some actor dude named Thomas Mapother IV did the same thing a few years ago. And today most people recognize him as Tom Cruise.)
2. Focus your brand on one idea.
The key to Jorge’s fitness program and his book was his focus on 8 minutes. It empowered people to believe that they could accomplish fitness without spending hours everyday at the gym. Most books and experts say the same thing: eat less and exercise more and you’ll lose weight and look great. But the difference between a best-seller and the scrap heap is the ability to focus on one key element of a fitness program and build your brand around that. The key to success is differentiating yourself from the pack by focusing on one key.
3. Publicity builds brands.
Advertising doesn’t build brands, PR does. Jorge is a tireless self-promoter. Which is another necessary key to success. Featured on Oprah, CNN, Good Morning America, USA Today, and The New York Times among other places creates credibility and fuels word of mouth about your brand.
Last Sunday, The New York Times did a cover story on Jorge and his diet book best-seller in the Sunday Styles section. This is a indication of Jorge being on the verge of mega success.
4. Be patient. Building a brand takes time.
Brands that become too hot too fast usually die quickly. They are fads and not powerful long lasting brands. Think malt-alternative beverages like Zima and Smirnoff Ice, most definately fads and not brands. It takes time to build a brand with word of mouth and PR. But this slow build-up is the key to success because brands that are built with a strong foundation of credibility can usually stand the test of time. Jorge has been working very hard for many years building his brand.
5. When the time is right, use massive advertising.
Now is the time to promote the heck out of Jorge. And that is just what his publisher plans to do with his new book The 3-Hour Diet. Because he has the brand, the credibility and the word of mouth already going, now is the time to light the fire. With huge in-store displays at Barnes & Noble, a massive PR tour and advertising, Jorge’s book entered The New York Times best-seller list at No. 3 among How-to books.
6. Don’t overlook the power of timing.
No brand, book or idea can really succeed without the help of good timing and a little luck. Good timing means that the public is ready for your idea, the press is willing to cover your idea and no one else is promoting a similar idea. All of these things are working in Jorge’s favor. People are tired of the South Beach diet, it is yesterday’s news. The press is looking for the next big diet craze. And no other competitors have come on the scene is a while.
Jorge’s website:
http://www.jorgecruise.com/home/index.php
Buy The 3-Hour Diet at Amazon:
Sunday’s New York Times profile on Jorge:
http://www.nytimes.com/2005/04/17/fashion/sundaystyles/17diet.html?
Jorge claims "if he had kept going at that rate, he would have become obese", that is really not a real claim. He was a chubby kid, but most kids go through an akward phase. He has ONE picture of himself on a couch as an adult to show that he was "overweight" and therefore 'feels the pain' along with the rest of us and our weight issues.
I think his titles are misleading and in the long run do more harm than good to the obese person.
If you are 100 pounds overweight, sorry, but 8 minutes of exercise in the morning is not going to do a damn thing for you. If you really look at Jorge's "diet", it is nothing more than a sound (and good) nutritional eating plan, but that isn't sexy and isn't one that is likely to be a blockbuster best seller, so you are right Laura, he had to market it and build a brand and how better than to tell people that they could lose weight just by exercising for 8 minutes in the morning! Who wouldn't buy that?! I know that I would have when I was 290 pounds and grabbed at any promise of easy weight loss.
It is only when reading the fine print of Jorge's plan, like with any fad diet or pill, that you find "for optimal results follow a healthy diet and exercise!" If one ONLY did the 8 minutes as promised in the title they would not realize significant weight loss.
As for the 3-hour diet?! The title reeks of fad and quick fix promises. I promise you that some poor unsuspecting folks bought this book hoping to be thin in 3 hours. Why not be upfront and say "The eat every 3 hour diet" AND don't give the additional fake promise of "it's not WHAT you eat, but WHEN you eat it".
Jorge, it is what you eat! The biggest problem for the American overweight population is WHAT they eat and to tell them if they just alter the time of day that they eat it, and then they will lose weight--"2 pounds EVERY week" is nothing more than another fad that will only lead to disappointment rather than weight loss.
The truth isn't sexy and it doesn't sell as well as fads, but it works.
Carpe Diet!
Julia
Posted by: Julia Havey | August 21, 2005 at 12:30 PM
The great thing about life and brands is that they are always evolving. Which allows for the introduction of new brands all the time. If life were set, it would not be as exciting or offer you the endless possibilities, the same is true of brands.
Yes, after Jorge becomes the next big thing, people will perhaps move on to the next hot diet. But Atkins made his brand last 30 + years. You need to build a strong brand (not just a fad) and continually reinvent yourself. I think Jorge has the ability to do just that.
Posted by: Laura | May 05, 2005 at 10:36 AM
But! If like you say the media is tired of South Beach, doesn't Jorge have the same future limitation?
Posted by: Art Vandelay | April 26, 2005 at 04:26 PM
I bet that changing your name is one of the most difficult choices a person can make, yet I can understand why Jorge made the call.
Remember Reuben Blades? Exactly.
Back in the '80's, Blades was expected to be "the next big thing," perhaps the first Hispanic American to make superstar status. He had it all: singing talent, acting talent, good looks and a charming personality.
But Anglos couldn't get his name straight. Did Blades rhyme with "shades," or should you pronounce it like "blah days"? Or someting else?
In direct response, we know that confusion costs us lost customers. I suspect that it cost Blades his career.
Posted by: Jonathan Kranz | April 24, 2005 at 09:41 AM