“Gair is an inspiring figure. He makes you want to get up and achieve something. As good a speaker as I've ever heard.”

-Gene Simmons, Kiss

“Gair Maxwell is a brand historian like no other. He digs deep, goes under the hood, finds out what makes brands tick and shares insights any business can use to create their own legendary brand.”

-Clay Hebert

“Our business is exploding in the poorest province with Canada's worst economy. You did something right!” 

-Jim Gilbert

“Gair Maxwell’s Branding Highway Bootcamp is engaging, enlightening and, most importantly, effective! His impact on the city of Moose Jaw’s rebranding project can’t be overstated – in fact, it was “notoriously” significant!”

-Craig Hemmingway

"Thanks so much for you help through this process. Our session with you yesterday was another good one! We had a team event at lunch today, and I shared the Character Diamond and our “personality traits” with the team. I LOVE “Cowboy Grit” as our fourth / wild card characteristic."

-Lucas Griffin
“Just wanted to thank you for an amazing day. Everyone has great things to say and you've inspired them with ideas.” 

-Pascal St-Jean

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Ever wonder why among 35,000 masterworks in the Louvre, just one comparatively unremarkable, 30-by-21-inch painting is perpetually surrounded by tourists, all jostling to take a selfie and share their experience? In Big Little Legends, you’ll discover timeless secrets such as the Mona Lisa Effect—an invisible force that flips the dynamics for certain brands, attracting the customer to them. Magically, they become irresistible.

But here’s the secret: it’s not magic. In a wild, rollicking journey through brands in many sectors, brand strategist and history maven Gair Maxwell explores real-life stories of otherwise ordinary, everyday leaders who accomplished extraordinary results—and reveals how they did it. You’ll learn how successful brands focus their marketing efforts on creating an organic pull instead of a manufactured push, ditching the frustration of pitching and advertising and ensconcing their brands as a “Category of One” for decades to come.

You’ll learn how to become a word-of-mouth juggernaut and make people become willing accomplices in marketing your brand. From a “Huggable” car dealership on Canada's east coast to slap-happy fishmongers in Seattle, an Ontario burger stand to a Vegas pawn shop and more, Big Little Legendsis jam-packed with reasons why every brand should discover, tell and believe in their own story.