Blog Archives


EP092 – Noshi (For Kids): Tomo Delaney-Lethbridge, Founder & CEO

Tomo Delaney, despite coming from a family of advertising, decided very early on that he wanted to work for Vogue, which he subsequently did and he spent his entire career in the fashion world in London and NYC. Up until the point where he decided to become a stay-at-home dad. Now he is selling organic food paint for kids.

 

This is a story that is being written as we speak about a brand that will have its big breakthrough – very likely, fingers crossed – in the next few months and talking to Tomo about how he strategically connected the dots and piggy-backed (pun intended as Noshi has a Peppa Pig collaboration) on brands mums already trusted in order to introduce his own. A fascinating interview, one not to miss!

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EP091 – Better & Better: Vladimir Vukicevic, Co-Founder & CEO

Vladimir Vukicevic founded Meural and Rockethub, both companies that have been successfully acquired. Now with his third startup, he joined 2,000+ toothpaste brands in the marketplace.

 

To an outsider, it may seem like an overly competitive area to jump into and perhaps a bit random given his software and hardware background, but there is a deeply personal story behind Better & Better and to him, all his previous work has led up to this brand.

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EP090 – Parachute: Ariel Kaye, Founder & CEO

Ariel Kaye founded Parachute in 2014 to disrupt the bedding space by creating a brand people actually remembered and loved. And that is exactly what Parachute has very quickly turned into: a beloved home lifestyle brand with 20+ retail locations.

 

In this episode, we talk about how Ariel’s brand and advertising background was fundamental to her ability to quickly connect with customers, the power of storytelling, and the lasting emotion that a brand experience can have on an audience.

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EP089 – Dutch (and formerly Hims): Joe Spector, Founder & CEO

Joe Spector wholeheartedly believes in the immense power of branding, if done right and from the get-go. And he would know as he co-founded Hims, the D2C prescription and over-the-counter drugs brand that started off by selling erectile dysfunction and hair loss treatments and has since exploded into a 1.6 Billion Dollar public company together with the Hers brand.

 

Moving into pet telemedicine with his new brand Dutch actually does not seem too far-fetched. We talk about his new company, and all things branding, and Joe shares his story of being a refugee immigrant to ringing the New York Stock Exchange bell. An episode not to be missed!

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EP088 – Three Wishes: Margaret & Ian Wishingrad, Co-Founders

Margaret and Ian Wishingrad come from the advertising industry and took a plunge into the food business. Three Wishes is their brand of better-for-you cereal that wants to be liked and purchased by literally everyone from young to old.

 

How they set the brand up to be on its way of accomplishing that, what works and what hasn’t, and why the proof is in the cereal is what we talk about in this insightful conversation with a keen focus on brand building and product marketing.

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EP087 – East Fork: Alex Matisse, Founder

Alex Matisse, who made it a strategic point not to name his brand after his famous last name (yes, he is the great-grandson of one of the most influential artists to ever live, Henri Matisse), co-founded East Fork, a pottery brand I cherish and study from the outside for a lot of reasons, all of which you will learn more about during this very sincere and insightful conversation.

 

Alex and I talk about the soul of a brand and how to keep it intact, his dislike of the word authenticity, the constant – which he sees as positive – struggle that drives his artisanal ‘made in the US’ business, and how he and his two Co-Founders created a brand that those who know came to love and even obsess over.

 

Yet another conversation that reminds me of why I love bringing this show to you – and why I love spreading these insights on the often intrinsic art of crafting brands people truly love.

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EP085 – Eat Just: Josh Tetrick, Co-Founder & CEO

Josh Tetrick is the Co-Founder and CEO of the Eat Just company, a 1.2 billion dollar food startup founded 10 years ago, which is, according to Forbes, “providing justice for animals while addressing food scarcity and the climate crisis.”

 

If you enjoy a tough branding challenge, if you appreciate an improbable success story, if you care about the environment and animals, if you eat eggs or enjoy the taste of real meat, then listen to this episode.

 

As of today, JUST Egg has sold the equivalent of 300 million chicken eggs and raised more than $800 million in funding from investors like Bill Gates, Marc Benioff, and Paul Allen. It took his team 4 or 5 years to have a plant-based product that scrambled like an egg. At that point, they spent 3-4 million dollars and the taste wasn’t even there yet. It just behaved like an egg.

 

Josh also runs GOOD Meat, which is not plant-based, instead, it is actual meat produced from a cell in a vessel. Needless to say, a lot to discuss about branding, story-telling, and naming, and Josh dives deep into all of it, while also discussing the intricacies of giving people something they did not know they needed in the first place. An all-around edutaining conversation.

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EP084 – BackMarket: Vianney Vaute, Co-Founder & CCO

Vianney Vaute is the Co-Founder and CCO of Paris-based BackMarket, a marketplace that fights against planned obsolescence.

 

6 months ago the startup was evaluated at 5.7 billion and driven by their brand DNA of ‘sabotage’ the company keeps old tech devices around for longer hence positively impacting the environment. And yet they found a way to attract the large tech giants like Samsung to not fear but actually join their brand.

 

From how to keep your brand DNA flag raised high during expansion to how to maintain your brand’s tonality as you grow into new markets to how important a founder’s instinct is to build a global brand, this conversation with Veenay is absolute brand gold and I am thrilled to be able to share it with you.

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EP083 – Schiit Audio: Jason Stoddard, Founder

Jason Stoddard founded an improbable made-in-the-US product company in the HI-FI space that is putting out high-quality, inexpensive units while innovating on many fronts. Fueled by the name Schiit his company has become a beloved brand.

 

Schiit is only 12 years old yet 7 years ago Jason already published a book detailing the eventful journey of the garage startup. Many of you know that I am now also running a Made-in-the-US product startup that plays in the audio world called Toneoptic, so after reading Jason’s book about his brand’s incredible voyage I knew I had to have him on the show.

 

This is a must-listen for any company that seeks to go against the grain, anyone who believes in producing products in their home country, or those who need to be reminded that one can create a seven-figure startup out of their garage with 10k of self-funding, and of course for anyone who loves Hi-Fi. If this is not you, still listen, because this is a great one!

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EP081 – LOOP Mission: Julie Poitras-Saulnier & David Côté, Co-Founders

David Coté and Julie Poitras-Saulnier run LOOP Mission which collaborates with major food industry actors to save perfectly good, but rejected products discarded before reaching grocery stores and transform them into products such as juices, smoothies, sodas, beer, gin, soaps, and dog treats.

 

I have to be frank and I can cut this intro very short: I have a complete brand crush and to me, LOOP is inspirational on so many fronts that it would be silly to mention them and instead I will assume you will trust my opinion and dive right into this episode where Julie and David share the way they continue to build their ever-expanding brand upon purpose – with a twist of wit.

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