Why Brands Work

Episode 11: e.l.f. Cosmetics

Video Chapters: 00:00 - Intro 01:20 - FlowCandy 01:50 - Key Stats 07:46 - Positioning 21:15 - Product Line 25:30 - Brand Portfolio 30:20 - Team 47:45 - Branding 59:15 - Tech Stack 01:11:50 - Traffic 01:16:30 - Traffic Paid 01:19:40 - Traffic Organic 01:23:55 - Social 01:31:40 - On Site 01:47:25 - Email Campaigns 02:03:00 - Email Flows 02:17:43 - Amazon 02:25:01 - Retail

Episode 9: Celsius

Join us on an exciting journey as we explore the phenomenal rise of Celsius Energy Drink in this episode of "Why Brands Work." Brian and Will kick things off by sharing their first encounter with the brand at a mastermind event, reminiscing about how they became instant fans. We trace Celsius's fascinating 20-year history, highlighting its impressive growth from $75 million to $1.32 billion in sales over the past five years. The discussion covers the company's origin story, initial investments, and the innovative MetaPlus formula that remains central to its success today. Listen in as we break down the unique positioning of Celsius compared to traditional energy drink giants like Monster and Red Bull. The conversation touches on how Celsius appeals to a health-conscious, gender-neutral audience by offering a low-calorie, better-ingredient alternative. We explore strategic market positioning and the importance of understanding the consumer base, noting how the brand has successfully placed its products in gyms and specific grocery store sections to resonate with fitness and wellness trends. Discover the competitive landscape and the pivotal role of partnerships and strategic marketing in Celsius's rise. We discuss the impact of Pepsi's investment and distribution efforts, the importance of Amazon reviews for organic visibility, and the brand's sponsorship of sporting events to solidify its presence. Through engaging stories and insights, we highlight how strong product positioning, superior taste, and habitual consumption have built a loyal customer base for Celsius. Don't miss our thoughts on financial strategies, the significance of effective re-branding, and how you can stay connected with us on LinkedIn for future updates.

Episode 8: Athletic Brewing

Join us as we explore the exciting world of non-alcoholic craft beer with a spotlight on Athletic Brewing. We kick off the episode by discussing the intentional branding behind Athletic Brewing and its parallels to health-focused products like Athletic Greens. Learn how this innovative company offers flavorful, non-alcoholic beers that cater to health-conscious individuals who still want to enjoy a great-tasting beer without the negative impacts of alcohol on performance and health. We also introduce Bill Shufelt, the visionary co-founder who left a high-stress hedge fund career to revolutionize the non-alcoholic beer market. Listen in as we highlight the growing demand for non-alcoholic beverages among professionals juggling demanding schedules. This chapter covers how Athletic Brewing identified a market gap, providing enjoyable alternatives for those looking to avoid alcohol while maintaining social norms. We also touch on the rising popularity of NA cocktails and adaptogen drinks, especially among Gen Z, and how even regular alcohol consumers are embracing these healthier options. Our conversation includes personal anecdotes to illustrate the benefits of having non-alcoholic choices in social settings. In our discussion, we also delve into the innovative brewing process behind Athletic Brewing and the operational excellence driven by Bill's finance background. Discover how the co-founder dynamics and cultural relevance propelled the brand's success through organic marketing tactics, including grassroots efforts at marathons and strategic retail partnerships. Finally, we examine the influencer playbook's role in driving explosive growth and how brands like Athletic Brewing reshape categories by aligning with cultural shifts. Tune in to understand the strategic moves that transformed Athletic Brewing into a market leader in the non-alcoholic beer industry. (00:05) Non-Alcoholic Craft Beer Market Insights (06:22) The Rise of Non-Alcoholic Beverages (16:51) Brewing Non-Alcoholic Beer Innovation (26:12) Organic Marketing Tactics for Athletic Brewing (40:59) Strategies for Explosive Growth

Episode 7: AG1

Join us in this episode of "Why Brands Work" as we explore the phenomenal rise of Athletic Greens, now known as AG1. We kick things off by discussing AG1's impressive rebranding and its status as a billion-dollar leader in the green powders and wellness industry. With a unique single-product and single-channel strategy, AG1 has set itself apart. Listen in as we break down the product's formulation, boasting 75 ingredients including probiotics and daily multivitamins, and share our personal experiences with its taste and health benefits. We'll also touch on how AG1 has become a staple in many daily routines, significantly impacting digestion and overall wellness. We then shift our focus to building healthy habits with AG1 and other premium products. We'll highlight how AG1 positions itself as a premium, habit-forming product through exceptional packaging and rigorous testing, despite its higher price point. Discover the strategy behind embedding such products into daily routines to ensure continued usage and subscription retention. The conversation emphasizes that the key to success in the health and wellness market is becoming an integral part of the consumer's everyday life, much like unboxing a high-end product. Finally, we take a closer look at AG1's pioneering influencer marketing strategy, beginning with early collaborations with notable figures like Tim Ferris and Andrew Huberman. This targeted approach has significantly contributed to their market dominance. We'll discuss the effectiveness of customized landing pages and the importance of genuine endorsements from influencers. Additionally, we explore AG1's impressive advertising spend and strategic marketing efforts that have helped build a household name, driving top-of-funnel awareness and maintaining customer retention. Tune in to hear about the remarkable journeys of founders and key team members, such as Chris Ashenden and Kat Cole, and how their stories have shaped AG1's success.

Episode 6: Black Rifle Coffee

Join us as we explore the fascinating world of Black Rifle Coffee Company, a brand that has made a significant mark in the coffee industry with its unique niche and robust marketing strategies. We kick things off by discussing the impressive scale of Black Rifle, from being a publicly traded company to boasting over 200,000 coffee subscription members. Their multi-channel approach, including coffee shops, gas station presence, and an online subscription model, demonstrates their versatile market penetration. We also touch on the brand’s strong alignment with veterans, first responders, and police, which has been a driving force behind their remarkable growth. Listen in as we compare various coffee experiences, from home brewing methods like the AeroPress to enjoying specialty coffee in cities like Berlin and New York. We examine how brands like Black Rifle Coffee target specific demographics by blending quality with unique marketing appeals, and reflect on the balance of quality and affordability that appeals to a broad audience. Stories from the coffee world, including the tale of a $30,000 espresso machine on a military base, add a layer of intrigue and highlight the passion of coffee enthusiasts. We also dive into the impact of content creation on branding, showcasing how companies like Liquid Death and Black Rifle Coffee have leveraged entertaining and engaging content to build strong connections with their audience. The transition from military to filmmaking for some of Black Rifle’s founders, and their success with ventures like Article 15 and Lead Slinger's Whiskey, underline the importance of creativity and entrepreneurial spirit. Wrapping up, we highlight Black Rifle's unique marketing strategies and their commitment to supporting veterans, emphasizing how a clear target audience and mission can drive brand success.