Gair Maxwell - Unpacking the Methodology of How Brands Become Legendary




One of the best ways to differentiate ourselves and our business is to tell a unique story that is memorable and makes us stand out. Gair Maxwell is the author of Big Little Legends: How Everyday Leaders Build Irresistible Brands, a book about flipping brand dynamics to attract customers. He shares real-life stories that helped ordinary brands and leaders create extraordinary results.


Gair is a former broadcaster who had an award-winning radio and television career in Canada. He’s also a history buff who loves legends, myths, and stories. He’s now a brand strategist and keynote speaker. Gair has worked with organizations like Apple Specialist Marketing Group, Caterpillar, NAPA, and Virginia Tech. He’s also shared conference stages with business icons like Richard Branson and Gene Simmons. He’s here today to talk about Big Little Legends and how to create a story that can make your brand legendary.


We unpack how brands become legendary. How did the Mona Lisa become so famous? The painting was stolen from the Louvre. All of the press created the fame this painting holds today. We talk about the story you are going to tell and also the story others will tell about you. Your story doesn’t have to be about yourself. You can also use the seven plots of overcoming the monster, rags to riches, the quest, voyage and return, comedy, tragedy, and rebirth as filters to determine if your idea is a story. This episode will have you thinking about what your legendary story can be.


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Everything you need can all be found at jeffreyshaw.com


Gair Maxwell thank you so much for being here!


Remember, you might be in business FOR yourself but you are not in business BY yourself.

Be your best self. Be proud and keep changing the world.



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Host Jeffrey Shaw is a Small Business Consultant, Brand Management Consultant, Business Coach for Entrepreneurs, Keynote Speaker, TEDx Speaker and author of LINGO and The Self Employed Life (May 2021). Supporting self-employed business owners with business and personal development strategies they need to create sustainable success.