Cole Orobetz founded Alpha Foods five years ago and is currently the CEO and CFO of the healthy frozen meal brand that can be found in over 9,000 stores across North America and Asia, where their plant-based Alpha Chicken Nuggets are available at KFC (which is quite an endorsement!).
Cole and I talk about how a blizzard and a vegan bagel dog got him into the business, why he had to re-name his brand for the Chinese market, how ‘familiarity’ is key to convincing meat-eaters to try plant-based varieties of their favorite foods, and how it took them hundreds of logos and four agencies to arrive at their very first logo – all because the brand strategy phase was missing upfront.
Muhammad Saigol and Erik Rauterkus of July launched an appliance in 12 months from idea to market through razor-sharp focus.
We dive into how the brand made ‘summer’ their DNA, how transparency with the customer is key, and why The Wall Street Journal called July ‘summer’s unlikeliest status symbol.’
We further look into the brand architecture of a startup that has big plans to become the next generation General Electric. Much to learn from these Co-Founders on how to craft a brand.
Anna Sheffield launched Bing Bang in 2001, and her eponymous fine jewelry brand followed in 2009. Since then, some fine folks you may have heard of like Jennifer Lawrence, Meryl Streep, Kerry Washington, Helen Mirren, and Charlize Theron came to appreciate her work.
Today we go deep into how Anna created a cult-like following with a brand that was almost created by accident and how creating the actual brand platform just 4 years ago was instrumental to her growth. But, I also take this opportunity to dive into all the questions so many of us have about the industry as a whole: How much in the diamond industry is an upsell? Are lab-grown diamonds really the future? And, I am going a bit witchy, to what extend do reclaimed stones carry the soul of the deceased? Yes, I went there.
Anna was a fascinating guest. If you are an artist who wants to turn their craft into a successful brand, if you are a fan of Anna’s work, or even if you are just interested in taking a peek behind the nebulous diamonds industry, this episode is for you.
Shannon McLay built a gym to work out your finances: Monthly memberships, trainers, the whole nine yards. You are matched with a BFF – your best Financial Friend – the call to action on the site says ‘Let’s crush some goals’ and trainers welcome you by saying ‘You are about to get financially naked with me.’
It’s the Financial Gym, and it all started with the name. Shannon built this brand on experience and a lot of fantastic brand gut instincts. This conversation was a complete blast and her brand may just be the type of brand that the world needs right now.
Steve Schulze built Nekter Juice Bar into a franchise of over 160 locations nationwide with sales north of $100M a year. As regular listeners of this show will know, I am always thrilled to feature franchise success stories, because when it comes to franchises, branding is the holy grail while adding a layer of complexity to the creation and duplication of the brand.
Steve and I dive into the power of listening to your customer, how he pulled off being a store inside of Whole Foods, how to create brand loyalty, and how to work with creative agencies and consultants like myself along the way to create brand focus and clarity. Much to squeeze out of this episode!
I sat down with Cairo-based Mohamed Tohami to give systematic tips on branding your business.
One of the immense pleasures I get out of hosting this show is to be in the company of amazing entrepreneurs, one smarter than the other. Phil Libin is definitely on the top of that list. Phil, of course, is the Co-founder and former CEO of Evernote who just launched another one of his many companies and brands he helped shape over the past decades. And this one is very, very intriguing. Also, because it is called mmhmm.
This episode is so entertaining, so whip-smart and so important especially if you are involved in naming or branding, or in a startup, or in creating successful teams. And even if you are not, you will greatly enjoy this, because Phil is an amazing storyteller. Maybe you’d just like to know how Evernote got its iconic green elephant for a logo? Or hear why someone who hated marketing became a big believer in the power of great branding?
Esti Chazanow is the Co-Founder and Brand Manager of LIV watches, a brand that does not have customers but fans, a brand that is the David going against the Goliath, a brand that is digital-born yet celebrates the retro-physical, a brand that is inexpensive compared to its competitors yet is never seen as cheap.
So many topics that are crucial to understand on a deeper level for any brand marketer or entrepreneur and Esti is an amazing person to hear it from.
The article outlines 5 key points:
Read the full story here.
Dan Kurzrock was brewing beer as a hobby in college when he realized that only 10% of the ingredients used to make beer actually end up in any pint of beer. All-in-all, we waste 40% of all edible food.
Today Dan runs ReGrained, a mission-driven ingredient platform that leverages technology and culinary science to transform beer waste into food. Dan is a thought-leader in food waste business models, “edible upcycling” and the circular economy for food, and he made it onto the Forbes 30 under 30 list in 2018.
The consumer brand is selling supergrain puffs like hotcakes despite a pandemic-related pivot into eCommerce.
All the facets of Dan’s brand is what made this a longer and deeper conversation than you are used to from Hitting The Mark, but it is for all the right reasons. ‘Eat up’ is the motto, listen up is where to start!