Blog Archives
On the Devour Podcast
A conversation about how I started my career, why I pivoted from running an agency to a consultancy, what brand strategy means to me, how design education changed, and much more.
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EP068 – von Holzhausen: Vicki von Holzhausen, Founder
Vicki von Holzhausen utilizes her background as a designer for Audi and Mercedes to innovate on materials that are truly sustainable through her eponymous vegan leather bags and accessory brand.
Vicki and I discuss the weight of her brand promise, The Conscious Code, how she bootstrapped a luxury brand, how she showcases accountability by using her last name as the brand name and so much more.
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EP067 – Hint: Kara Goldin, Founder & CEO
Kara Goldin is the Founder and CEO of Hint, Inc, the brand synonymous with the leading unsweetened flavored water in the US, loved by millions.
Within minutes of listening to Kara, you will understand why she became as successful as she has and why she is such an influential voice in business.
Kara shared an outpour of crucial lessons for both entrepreneurs and marketers alike, and her first book, Undaunted: Overcoming Doubts and Doubters, was released last October and is now a Wallstreet Journal Bestseller. Needless to say, an episode not to be missed.
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EP066 – Coolhaus: Natasha Case, CEO & Co-Founder
Natasha Case founded Coolhaus with her then-girlfriend – now-wife – in 2009. Inspired by her architectural background and a drive to create the best ice cream sandwich available, the couple bought “a piece of shit postal van masquerading as an ice cream truck’ on Craigslist for $2,500 dollars and towed it to the Coachella Music Festival using AAA.” The rest is history. Today Coolhaus is the top women-led ice cream company in the U.S. and can be found in over 6,000 grocery stores.
Despite its growth, Coolhaus remains true to the authentic origins of the brand: represent positive change, push the envelope for the future, and create high-quality ice cream and plant-based novelties for all to enjoy.
Coolhaus, with its quirky visual and verbal brand language, inspires the next generation of diverse founders, entrepreneurs, and creators to live out their dreams; and on today’s show, you will see just how they do it.
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Words of optimism and brand advice for the next wave of entrepreneurs
I held a commencement speech for the Founder Institute Berlin, sending the newly minted founders off into a world of unknowns and tough competition.
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EP065 – Swag.com: Jeremy Parker, Co-Founder & CEO
Jeremy Parker bought the url swag.com to disrupt the boring and outdated promotional products industry. Swag should stand for something new, and be bought differently, and it should be stuff people actually want to keep.
That vision turned into reality as swag.com had 2000% growth over the last three years, made it onto Number 218 on Inc’s Top 500 Fastest Growing Companies list, and counts TikTok, Netflix, Facebook, Amazon, Mercedes, Starbucks, Google, and Spotify as its customers. Even during this tough past year, where events were canceled and offices shut down, the brand kept growing while most promotional product companies laid low or faltered.
In the end, Jeremy’s brand succeeded because he kept a razor-sharp focus on the ever-evolving customer experience. There are many brand and marketing lessons in this episode, from smart brand positioning within a commodity vertical to leading with empathy, this is an episode not to be missed.
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EP064 – Max Johnson, Co-Founder & CEO, Awe Inspired
Max Johnson built a tremendously impactful business over the course of the last 4 years through simple necklaces that celebrate female goddesses and leaders. The brand, Awe Inspired, was born out of Max’s mother’s desire to empower fellow cancer survivors. From the journey of blindly walking into brand agencies on Madison Avenue to learning how personalization and shared values are key to the future success of their jewelry brand, Awe Inspired is exactly that: Inspiring.
If you were wondering if taking a political stance is the right move for your brand, or how to navigate picking up the phone to call your customers to have them help you in creating the next iteration of your offering, to thinking of your brand as an actor, this episode is full of awe-inspiring – yes, I had to go there – nuggets of brand and marketing wisdom.
And, who knows, you may even be moved to tears when you hear the brand story.
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EP063 – Nick Ajluni & Nick Guillen, Co-Founders, TRUFF
You must have been on a social media diet to not have stumbled upon TRUFF’s masterfully designed array of truffle-infused sauces. But TRUFF is not solely a social media sensation, you can find the brand anywhere from Whole Foods to Neiman Marcus, and from the U.S. to Australia.
The two Co-Founders, Nick Ajluni and Nick Guillen, have a knack for brand building and now that I have tried their products, which of course in true TRUFF fashion they immediately shipped my way after recording the interview, I can attest that this is not just hot marketing; it is one unbelievably addictive, tasty, and unique product.
I am thrilled to have had them on the show to share their branding and marketing secrets with you. We had tons of fun during this interview and it is an episode I would want no one to miss out on.
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Why my brand clarity workshops work so well
Over and over again, 170-or-so times so far, my brand strategy workshop positively impacts the brands I work with. I gave this magic formula some thought…
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EP062 – Edward Hartman, Co-Founder, LegalZoom
Eddie Hartman created LegalZoom 20 years ago with two friends and built it into the best-known legal brand in the United States. LegalZoom has over 4 million customers and more than half of all Americans know the brand.
I have been a customer for a mighty long time and having this chat with Eddie was just incredibly stimulating and rewarding. We talk about how celebrity lawyer Robert Shapiro became the face of the company, we discuss the impact of assurance and how ‘brand’ is the future promise about something you can not guarantee today, how the word ‘zoom’ used to stand for LegalZoom before the pandemic hit, and Eddie shares tons of actionable brand advice for any entrepreneur, CEO and CMO alike.
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The Post Host
Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
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