Blog Archives


Brand strategy is about listening

Our job as brand strategists is first and foremost listening.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


EP076 – Satisfy Running: Brice Partouche, Founder, CEO & Creative Director

Brice Partouche founded Satisfy, a performance fashion brand for runners to unlock the high.

 

He wouldn’t say it, but I can: Satisfy is quickly developing into a cult brand and we spent ample time talking about Zeitgeist, culture, and community.

 

Brice and I discuss how NFTs can be used to create access to a brand, the link between running and creativity, and how every product line starts with a story at Satisfy.

 

A fascinating conversation.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


Every mentor should turn into a mentee

The people I mentored over the years turned into the ones providing my new startup with the most value as they in turn began mentoring me.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


EP075 – Thrillist: Adam Rich, Co-Founder

Adam Rich co-founded Thrillist by sending out an e-mail newsletter to 600 people about things to do in NYC. Well, as they say, the rest is history.

 

I talk with Adam about how a newsletter turned into a trusted brand and a global multi-platform media monster hitting the eyeballs of more than 300 million people a month, how understanding and sticking to your brand’s DNA is key to brand growth, how emotion and data demand to co-exist, and why thinking about your brand’s legacy must inform your brand’s every action.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


Disrupting Brand Agencies

I talk about why and how I disrupted my own agency in order to find greater purpose and fulfillment and the three traits it takes to be a disrupter.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


Why it’s good to be nervous

I am still nervous ahead of almost every brand strategy workshop. And that plays a crucial role in its success.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


How much do I prep before my brand strategy sessions?

Not much. Laziness? No, strategy.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


EP074 – Houseplant: Evan Goldberg & Michael Mohr, Co-Founders

Together with Seth Rogen, Evan Goldberg and Michael Mohr founded Houseplant, a lifestyle brand rooted in cannabis that creates and curates thoughtful, design-led original products.

 

By unifying the words “house” and “plant,” the brand has created an entirely new cannabis experience through curated, one-of-a-kind expert insights from Rogen and Goldberg that marry perfectly with well-designed, premium Housegoods.

 

In this episode with Evan and Michael, we dive into the similarities of crafting a movie versus a brand, why pricing is key to positioning, how to create a welcoming brand in a misunderstood and jaded business segment, and how you can perfectly plan something yet it can still misfire. And that is in a way the challenge, but also the beauty of entrepreneurship and brand building, and I can guarantee you that you will not only gain a lot of insights into brand strategy but you will also greatly enjoy the company of these fine gentlemen on today’s show.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


Why Facebook Groups are best for Customer Insight

I said it before, and I’ll say it again: Facebook Groups are amazing for customer insights (and not only for the lazy ones like myself).

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS


EP073 – Intelligentsia: Doug Zell, Founder

Doug Zell is the Founder of Intelligentsia Coffee, a brand that established itself as a leader in what came to be known as third-wave coffee.

 

Intelligentsia embodies a quest for superior quality and sophisticated design, but it is furthermore about the overall impeccable brand experience that those of us who have visited one of the 15 US locations have come to expect.

 

Doug is a masterful brand builder and his insights from not only successfully building, but carefully expanding the Intelligentsia brand over the past 26 years is, just like the brand itself, rather illuminating.

CATEGORIES:

ADD A COMMENT  |  READ COMMENTS