Blog Archives


EP057 – Emmanuelle Magnan, Founder & Creative Director, Pampa

Emmanuelle Magnan is the Founder of the Parisian flower studio Pampa.

 

Those of you listening to the show frequently know that I love to talk with founders of internationally known brands like Rotten Tomatoes and Evernote just as much as with smaller brands that are unknown to many of you, but that I feel are doing something unique in their space or with their brand.

 

Pampa is doing both as they disrupt the traditional flower business with a splash of color. Once you see their brand and their bouquets, you can not unsee them. That’s what happened to me as I scrolled through my Instagram feed and I stumbled upon the brand and sure enough, here we are today chatting with Emanuelle about how to stand out in a crowded space, how to navigate sustainability, and why branding is all about creating self-identification.

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Out-brand If you are not equipped to out-innovate

Touching on many other branding topics in this conversation, inspired by stagnant organizational health companies.

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EP055 – Patrick Lee, Co-Founder & founding CEO, Rotten Tomatoes

Patrick Lee was Co-Founder and founding CEO of Rotten Tomatoes, the movie rating system we all came to know so well and that I always saw as a kind of anti-brand.

 

To kick off 2021, we are talking about how Patrick transitioned from running a design firm, like so many of my listeners, to running Rotten Tomatoes 23 years ago. Needless to say, the brand is still going strong and we discuss how the name and the famous Tomatometer with its counter-intuitive colors came about, how focus is key to brand success, but we also go back to his design agency days where Patrick shares an inspiring story on how the small agency won Disney as a client without having any related work in their portfolio.

 

A well-rounded conversation to ease into 2021, which I hope will get a Certified Fresh status too. Oh, I know, only you Rotten Tomatoes fans will get that one.

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Why a re-design may hurt more than help.

Explained in under 2 minutes.

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EP052 – Cole Orobetz, Co-Founder, CEO, And CFO, Alpha Foods

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.

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EP046 – Steve Schulze, Co-Founder and CEO, Nekter Juice Bar

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!

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How a brand plan takes out the egos in your branding process

I sat down with Cairo-based Mohamed Tohami to give systematic tips on branding your business.

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EP045 – Phil Libin, Co-Founder and CEO, mmhmm and All Turtles; Co-Founder and former CEO, Evernote

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?

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EP043 – Dan Kurzrock, CEO and Co-Founder, ReGrained

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!

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EP042 – Trevor Milton, Founder and CEO, Nikola Motor Company

Trevor Milton is the founder of Nikola Motor Company, the hybrid truck company that has 6 vehicles in the making, most of which have not seen the light of day yet.

 

I talked with Trevor only days after he took his company public, ringing the stock exchange bells via video during the pandemic. Trevor is only 38 years old and has a reported net worth of 7.2 billion dollars.

 

Here he is on Hitting The Mark to talk with us about the Nikola brand, which, despite not having an actual truck on the roads, is now more valuable than Ford.

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