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October 8, 2025

How 12 words built a 60-meelion-dullar brand

One of the super secret projects I have been working on in my lair these days is a YouTube channel I plan to launch in a couple of weeks.

It isn’t “IKON’s YouTube Channel”, but it is a project of IKON Media.

Anywhoo, as part of the videos for this channel, I’ve been studying the olive oil brand, Graza.

And if you’ve never heard of them, they were pretty popular on social media for quite a while, and I believe they are still popular. What impressed me the most about the brand is how fast they were (and are still) growing.

On launch day, they made a hundred grand. By the end of year one, they made 4-million-freaking-dollars. Today? They are probably somewhere around the 100M dullar mark, and it all happened in 4 years.

Here’s why I tell you this.

In the early days of Graza, while the co-founders were still wondering how to position the brand, they met up with a high-profile chef and told him their idea of creating a boujee olive oil brand that appeals to the elites in the olive oil world.

The chef then said these 12 words that changed the brand forever:

“We definitely don’t need another one of those people [brands] in the world”

Yup, that single sentence changed how the brand was positioned, how the brand was received by the audience and how much success they had.

Today, you could summarize their positioning as “Olive oil for the common man”, and that casual approach to olive oil has contributed to their massive growth and rabid fanbase. In fact, some of their fans are so obsessed that they’ve literally gotten tattoos of the brand’s logo.

My point?

One word. One sentence. One conversation.

That’s what it often takes to spark a flame, that you can begin to fan. And if you fan it properly, it can help you build a stronger business, get more customers and of course, make more munny.

For more articles like this on marketing, sales and copywriting, check out my website: https://ikonmedia.net/

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