Smith shared with me that he has relatives just like Dibbles, which makes it easy for him to get into character. because he believes it resonates as that person everyone knows in their community. Granger Smith gave his alter ego the name Earl Dibbles Jr. Where did the alternate you come from? How is he or she shaped by the past like you're shaped by yours? 5. While he has an everyday good ol' country boy image, it's so over the top that people laugh and view it as a parody of your stereotypical beer-drinking, tobacco-chewing, truck-driving country boy. Figure out the personality of your alter ego.ĭoes he or she show up as a super-sized, more confident version of yourself? Earl is larger than life and unapologetic, which is precisely why people embrace him. How are you easing new products or services into the market instead of forcing something you want that customers might not? Listen carefully to your fans, they will tell you everything you need to know in order to grow.Ģ. This is precisely how Smith's alter ego grew to include his own songs, videos and merchandise.

When McDonald's launched the McRib, it would introduce the sandwich for a short period of time and take it away to gauge the customer response before expanding its presence. Smith likened Earl to the McDonald's McRib sandwich. 'Granger is the epitome of creating national demand to prove you can connect with an audience,' says Jon Loba, executive vice president of BBR Music Group. But the beauty of that is both contribute to the same brand platform.

The proof is in the numbers: Smith's social-media following has been eclipsed by his alter ego's. It's authentic and relatable because everyone can envision an Earl Dibbles in their lives. An alter ego can give you creative license as well when your real personality might not be able to get away with saying and doing certain things. is an unfiltered outlet for Granger to say whatever he wants. With the right alter ego you can connect your brand to a broader audience as well.Įarl Dibbles Jr. The tangible benefits for Smith have been elevated audience engagement, brand expansion, new revenue streams and increased media attention.

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