Why Brands Work Brian Becker

Join us as we explore the extraordinary transformation of Stanley, a centenarian brand that revolutionized itself from a producer of rugged thermoses and lunchboxes into a social media sensation. Listen in as we discuss Stanley's strategic pivot, which catapulted them from a reliable yet unremarkable presence in the marketplace to a direct-to-consumer phenomenon with a tenfold revenue increase within a mere five years. We shed light on how this legacy brand managed to maintain its commitment to durability while adapting to the digital age, securing its position as a modern market leader.


We also dig into the phenomenon of the Quencher trend and its unlikely origins with a team of affiliate marketers and a social post from a former reality TV star. Discover how Stanley, initially hesitant, rode the wave of influencer marketing and harnessed the power of organic influencers to create viral sensations. Our conversation touches on the pivotal hiring decisions that mirrored the successful brand overhaul of Crocs, focusing on the recruitment of CMO Terrence Riley and how his strategies reshaped Stanley's public image. We unpack the role of scarcity in marketing, the frenzy of limited-edition products, and the leveraging of retail space that propelled Stanley into a household name.


Wrapping up, we analyze the future of Stanley, acknowledging both its robust growth and the challenges it faces balancing collectibility with sustainability. Listen in as we present our top three reasons behind Stanley's enduring success, from their keen product-market fit to the visionary leadership team and their seamless integration of legacy systems into modern practices. Hear firsthand accounts of Stanley's remarkable journey and how it exemplifies the transformative power of vision and adaptability in a rapidly evolving marketplace.

What has given rise to the most irreverent and anti-marketing company that exists today? How have they become masters of entertainment to sell...canned water? Join Brian and Will as they explore the the team, product, and marketing tactics behind why Li

Join us as we unravel the phenomenon of SKIMS, the shapewear empire co-founded by Kim Kardashian that has soared to a $4 billion valuation. Beyond the glitz of celebrity endorsement, we explore the brand's strategic market choices, innovative product development, and key partnerships that have cemented its status in the fashion industry. From the NBA to the Olympics, SKIMS has transcended typical influencer brands, earning design innovation accolades and revolutionizing the shapewear game.