Brand Alchemist Podcast

The Brand Alchemist Podcast
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Brand Alchemist Podcast dives deep into what makes the world's most sought-after brands tick, trip, and triumph. Join Taja Dockendorf, Founder and Creative Director of the CPG branding, marketing, and launch agency, Pulp+Wire, as she interviews the top brand owners forging the path forward and making magic along the way.

  1. 2D AGO

    Building a Mission-Driven Supplement Brand: Regenerative Farming Meets Clinical Research

    Brian Upton is Co-founder and Chief Revenue Officer of Elevate Organic, a wellness brand focused on regenerative agriculture and science-backed organic supplements. He helps lead the company's commercial strategy and brings products with clinically studied ingredients like organic Shatavari and regenerative Ashwagandha to market. With over a century of combined natural products industry experience behind the company's founders, Brian has been instrumental in applying industry insight to building a sustainable brand that combines clinical research with regenerative sourcing. Hank Ramsey is Co-founder and General Manager of Elevate Organic. He oversees operations and strategic execution and champions combining evidence-based nutrition with regenerative agriculture to create supplements that support both human vitality and planetary health. Prior to Elevate Organic, Hank built extensive experience in the natural products and wellness industry through senior sales and leadership roles at brands including Ancient Nutrition, Garden of Life, Gaia Herbs, and Arizona Nutritional Supplements, where he led retail strategy and key account growth across major channels. In this episode… Most supplement brands compete on trends, claims, and crowded shelves. But what does it take to build a mission-driven CPG brand that stands out in a mature category while staying rooted in science and integrity? And how do experienced operators turn conviction into a differentiated, scalable business? The answers lie in pairing deep industry experience with disciplined brand execution. Drawing from decades of scaling major natural products brands, Brian Upton, a revenue leader shaped by digestive health transformation, and Hank Ramsey, a veteran sales and operations executive, share how a proven playbook can be applied to launch a purpose-driven supplement company. They explore how to identify white space in a crowded category without becoming overly dependent on data dashboards. Brian explains why experience and long-term category insight often outperform short-term trend chasing, while Hank emphasizes that clinically studied ingredients are critical for premium positioning and lasting consumer trust. Together, they frame regenerative sourcing not as a marketing tactic, but as a defensible, long-term brand moat. Their advice includes putting people first, protecting product efficacy at all costs, and building a culture resilient enough to withstand startup volatility. In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Brian Upton and Hank Ramsey, Co-founders of Elevate Organic, to discuss building a regenerative supplement brand in a competitive CPG market. They explore brand differentiation through clinical science, scaling with a proven playbook, and raising category standards with innovative protein, probiotic, and detox formulations. Brian and Hank also share startup lessons and their long-term vision for industry leadership.

    55 min

  2. FEB 26

    Building a Brand from Scratch: Lessons in Growth and Innovation

    Adam Deremo is the Co-founder and CEO of AWAKE Chocolate, a brand pioneering the fusion of delicious chocolate and functional benefits. With a strong background in CPG, Adam has played a pivotal role in growing the brand, and AWAKE Chocolate is now one of the leading functional chocolate brands in North America, with products now carried in thousands of retail locations. Before launching AWAKE Chocolate, Adam spent over a decade working with industry giants Kraft Heinz and PepsiCo, where he honed his expertise in business strategy, product development, and financial management. In this episode… Building a successful brand in a crowded market is challenging, especially when trying to bring something truly innovative to the table. But what makes some entrepreneurs stand out from the rest? What allows them to overcome obstacles and disrupt industries that have been around for decades? With an extensive background in consumer packaged goods, Adam Deremo notes that the key to success lies in identifying gaps and creating solutions that address unmet consumer needs. He emphasizes the importance of moving quickly, especially when scaling a new business, and how taking calculated risks without over-analyzing decisions can lead to faster growth. Additionally, Adam highlights the significance of staying focused on quality and consumer feedback as the brand grows, rather than getting distracted by shiny new opportunities. In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Adam Deremo, Co-founder and CEO of AWAKE Chocolate, to discuss how he launched a brand that blends innovation with taste. Adam talks about scaling a business in a competitive market, insights on functional foods, and lessons learned from navigating the challenges of the pandemic. He also shares advice on product trial strategies and hiring the right team.

    41 min

  3. FEB 12

    Design Meets Neuroscience: Building the Future of Cognitive Care With NOON

    Jane Wong is the Co-founder, CEO, and Creative Director of NOON, a cognitive wellness brand where neuroscience meets nature. She leads NOON's brand strategy, product vision, and innovative design — blending Eastern plant wisdom with modern neuroscience to create functional, science-inspired tools for focus, calm, and sleep. Jane's expertise spans creative direction, design, immersive environments, and wellness innovation with a focus on holistic, health-driven experiences. Dr. Julie Hwang is the Co-founder and COO of NOON and a licensed Naturopathic Doctor. With over 15 years in functional medicine, herbalism, clinical nutrition, and mind-body health, she guides NOON's clinical strategy and product efficacy. Dr. Hwang also directs Aurum Medicine & Wellness Clinic, helping individuals and organizations optimize resilience, performance, and well-being. In this episode… Modern wellness is shifting beyond physical health into the way we support focus, mood, and resilience in everyday life. More founders are exploring how science and nature can work together to create tools that are both effective and enjoyable. What does it take to build a cognitive wellness product that people actually want to use consistently? Jane Wong and Dr. Julie Hwang answer this by drawing on their expertise in design innovation and integrative clinical medicine to explain how cognitive care must be both science-backed and emotionally engaging. They share insights on why functional mushrooms and adaptogens can support stress regulation over time, and how delivery systems like dual-layer gummies can improve both absorption and the user experience. Jane and Dr. Hwang's approach highlights the importance of blending efficacy, accessibility, and habit-building rituals into wellness routines. In this episode of the Brand Alchemist Podcast, host Taja Dockendorf sits down with Jane Wong and Dr. Julie Hwang, Co-founders of NOON, to discuss cognitive wellness innovation. Jane and Dr. Hwang discuss their burnout-inspired brand origins, functional mushroom formulation, dual-layer gummy efficacy, and NOON's growth strategy. They also touch on NOON's marketing challenges and what's next for the brand.

    50 min

  4. FEB 2

    From Regenerative Farm to National Brand: How Singing Pastures Is Redefining Clean Protein

    Holly Arbuckle is the Co-founder and CEO of Singing Pastures, a regenerative farming-based food company known for pasture-raised pork products. She leads the brand's strategy and growth with a focus on sustainability, storytelling, and healthier protein options. Holly launched Singing Pastures with her husband to promote regenerative agriculture and fill a gap in truly pasture-raised snacks. Under her leadership, the company has grown its retail and online presence while staying true to its mission. In this episode… Building a food brand often requires navigating the tension between values, viability, and long-term impact. When health, agriculture, and business strategy intersect, the decisions become less about speed and more about intention. What does it look like to grow a brand without compromising the systems that support it? As a regenerative farming expert and seasoned CPG founder with a background in health and agriculture, Holly Arbuckle grounds business growth in biological and ecological principles. Branding, in her view, becomes a strategic extension of product integrity — translating how the product is made into something consumers can immediately recognize and trust. Holly explains how soil health emerges as the foundation of food quality, influencing everything from nutrition to long-term sustainability. Slower, traditional crafting methods consistently outperform shortcuts by creating real differentiation in crowded categories. For founders, focus, patience, and trusted advisors prove far more valuable than constant diversification.  In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Holly Arbuckle, Co-founder and CEO of Singing Pastures, to discuss building a regenerative, purpose-driven protein brand. They cover regenerative farming principles, rebranding for modern consumers, and innovating protein snacks with clean ingredients. Holly also touches on bootstrapping growth, grant funding, and future expansion plans.

    53 min

  5. JAN 22

    Embracing Change: A Personal Journey in Leadership and Life

    Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… What happens when the dynamics of your personal and professional life are completely disrupted and you're forced to choose between comfort and growth? Many leaders face this dilemma, especially during times of change that challenge their business and family lives. How can you stay true to your values while navigating uncertainty and redefining success? After deciding to move her family and business, branding expert and creative director Taja Dockendorf was forced to reexamine her leadership, identity, and resilience. She embraced the disruption by stepping back from external influences, strengthening internal team dynamics, and redefining her company's workspace. Taja recommends relinquishing outdated expectations, walking away from environments that no longer serve you, and investing in what truly matters — your people and purpose. In this exclusive episode of the Brand Alchemist Podcast, Taja Dockendorf opens up about embracing and leading through change. She shares prioritization tips, how to align your values across your personal and professional life, and how to build a purpose-driven team.

    13 min

  6. 12/19/2024

    Beyond Personal Taste: Creating a Consumer-Centric Brand

    Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences.  Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… Many founders and brand owners maintain that their brand is "their baby" and should be an extension of their personalities. However, this mentality doesn't always resonate with target audiences. How can you separate yourself from your brand to create a company that serves your target audience? While your personality may fuel your brand's vision, it doesn't always define it. Award-winning brand builder Taja Dockendorf emphasizes conducting in-depth research into your target audience's habits, preferences, purchasing decisions, and lifestyles to structure your brand. Once you've conducted sufficient research, you can begin creating products and designing packaging and logos. During this phase, it's crucial to acquire and embrace customer feedback to refine your efforts and create a brand that best resonates with consumers. In this exclusive episode of the Brand Alchemist Podcast, Taja Dockendorf talks about creating a consumer-centric brand that doesn't just reflect your personality. She shares consumer testing strategies for the launch phase, delves into the research phases of brand-building, and explains why your brand isn't really your baby.

    8 min

  7. 12/05/2024

    Best of Brand Alchemist

    Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences.  Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… With so much innovation and noise in the CPG market, brands must adapt and differentiate themselves from the competition, all while remaining consistent with their values and keeping the consumer at the forefront. What can you learn from five CPG brand founders who have balanced these responsibilities amid a rapidly evolving market? When scaling your brand, you must ensure your products remain true to your company's core. Junea Rocha recommends making small changes to your manufacturing over time, while Hector Saldivar warns against growing too quickly and instead suggests building relationships with key retailers and investing in channels that complement your products. Advertising in stores is no longer enough to capture consumers' attention, so Alison Cayne has merged digital shopping with in-store experiences by offering consumers online recipes for her products. Whether operating in the restaurant or DTC space, consumer engagement and connection are crucial. Jake Karls has developed a brand persona that exudes positivity, and Nabeer Alamgir has dedicated his brand to fostering connections with restaurateurs.  In the Brand Alchemist Podcast's exclusive compilation episode, Taja Dockendorf reviews her top five episodes. With insights from Junea Rocha, Hector Saldivar, Alison Cayne, Jake Karls, and Nabeer Alamgir, Taja reflects on generating brand engagement and connection, how to scale sustainably, and how to position your products in front of consumers.

    11 min

  8. 07/25/2024

    The Alchemy of GEM

    Sara Cullen is the Founder and CEO of GEM, a multivitamin made from real food. After years of struggling with fatigue, inflammation, and digestive issues, she discovered she was nutrient deficient and created a transparent and sustainable solution made with nourishing whole foods. Sara is driven by a passion for sustainable farming and global agriculture.  In this episode… The standard American diet falls short of the recommended daily nutrient intake, leading many people to be nutrient-deficient despite eating what they may consider a healthy diet. Modern supplements and vitamins don't offer much of a solution, since most of them are little more than sugar-coated gummy bears. Find out how a CPG entrepreneur is revolutionizing traditional notions of multivitamins with a novel idea. Sara Cullen suffered from various nutrient deficiencies for years until consuming plant-based supplements like spirulina, algae, and other seaweeds transformed her health for the better. With a strong belief that food is medicine, Sara began developing multivitamins made with nutrient-rich superfoods like ginger, orange, turmeric, and seeds. By balancing taste with health and wellness benefits, she has created an innovative product that subverts the vitamin and supplement category. Sara maintains that focusing exclusively on DTC rather than retail has allowed her to better incorporate consumer feedback into her products for continuous iterations and refinement. In the latest episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Sara Cullen, the Founder and CEO of GEM, about how she transformed her personal health struggle into a real food nutrition company. Sara shares why GEM doesn't believe in mega-dosing, the company's strategic growth choices, and how she developed the brand's flavor profiles.

    33 min
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About

Brand Alchemist Podcast dives deep into what makes the world's most sought-after brands tick, trip, and triumph. Join Taja Dockendorf, Founder and Creative Director of the CPG branding, marketing, and launch agency, Pulp+Wire, as she interviews the top brand owners forging the path forward and making magic along the way.

Information

  • Creator
    The Brand Alchemist Podcast
  • Years Active
    2022 - 2026
  • Episodes
    71
  • Rating
    Clean
  • Copyright
    © The Brand Alchemist Podcast
  • Show Website
    Brand Alchemist Podcast