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Personal Brand & Positioning

How did Bruce Buffer come up with the catchphrase "It's time"?

Answered independently in 4 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.

The Voice of the Octagon UFC’s Bruce Buffer
Big Badasses in Business
SPECIAL EPISODE RERELEASE: Bruce Buffer - International Sports and Entertainment Host, UFC Octagon Announcer
Bruce Buffer - International Sports/Entertainment Host, UFC Octagon Announcer, Motivational Speaker
The short answer

What the archive says

01Bruce Buffer deliberately avoided a catchphrase for about seven years, gave himself three years to build his own identity or quit, and only added 'It's Time' at the main event because that's the moment the fighters had trained six to eight weeks for. source →

02Buffer deliberately refused a "let's get ready to rumble"-style catchphrase for seven years so he could build his own identity, and only landed on "It's time" after moving it from the top of the show to the main event. source →

03Avoid saturation with a catchphrase. Bruce deliberately limits how often he uses "It's Time" so it doesn't die out like "Where's the beef?" or Warhol's 15 minutes. source →

In their words

What 2 people actually said

We're actually revisiting a few episodes from the past because what happens is we like to bump up some of our past episodes to the top of the feed that we feel like are really valuable. This episode with Bruce Buffer was killer. Bruce was so insightful on his history with the UFC, his growth, the path to get to success and he talked really succinctly and interestingly about marketing, especially his it's time brand and some of those things have actually come to fruition.
Ryan Alford · SPECIAL EPISODE RERELEASE: Bruce Buffer - Internatio (0:00)
What I would say is follow me on Instagram at Bruce Buffer UFC, I make all my announcements there. Sweet. But you've got time for a quick one word, rad or fad.
Bruce Buffer · The Voice of the Octagon UFC’s Bruce Buffer (23:10)
Welcome to the latest edition of the red cast. It's radical today, folks. I'm joined by the voice of the octagon, Bruce Buffer.
Ryan Alford · Bruce Buffer - International Sports/Entertainment Ho (0:46)
When I started in the UFC announcing and I've been managing my brother Michael Buffer, you know, the legendary greatest announcer of all time. Let's get ready to rumble. We met late in life when we did I own two companies.
Bruce Buffer · Big Badasses in Business (11:44)
The episodes

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