017 Building contrarian brands

Subscribe to The Stanza, a newsletter at the intersection of investing, hospitality & fashion.

This episode is sponsored by Peoplevine - the best hospitality CRM software. Check out why Peoplevine is used and loved by the best private members clubs and book your free demo here.

"Everything he touches turns to gold" - this is what a brutally honest friend said to me about today's guest, Raphael Farasat. Raphael is the founder of award-winning Truffl Agency and co-founder of Last Crumb Cookies, the viral luxury cookie brand. He's worked with the likes of Tesla, LinkedIn, and Heineken, and as the creative director behind really cool upcoming consumer brands such as Better Bagel, Barcode Drinks, Boba Ice Cream, Jean Dousset, and more. We chatted about the power of metaphor when it comes to building a world for a brand, his creative process, and taking a contrarian approach when it comes to marketing and storytelling. Every founder building a consumer facing business - whether that's a cpg brand, hospitality group, or marketplace - can benefit from this interview.

Episode highlights

• Raphael's creative process
• A networking strategy that brings aligned opportunities
• Applying the scarcity model from streetwear to cookies
• How to create a contrarian brand that people love
• Metaphors and consumer psychology
• How to create a membership program that fosters customer loyalty

Connect with Raphael on IG: @raph_

More on Truffl Agency: https://truffl.com/

Try Last Crumb cookies: https://lastcrumb.com/