Brand Architects

Bora Celik
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Bora Celik talks to leaders who build remarkable brands. Presented by collabs.io - building the opportunity economy for creators and brands.

  1. MAY 23

    OG Brand Builder's Evolution: How 25-Year Legend Tyson White Built 4 Purpose-Driven Brands His Way

    In this episode, Bora sits down with Tyson White, founder of Salvation Brands, as he reveals his remarkable transformation from legendary runs at Quicksilver, Burton, and Nixon to multi-brand entrepreneur managing four revolutionary companies: SPC/LST, Brown Buffalo, Ruby Mint, and °bootcap. After 25 years building iconic brands during the golden era of action sports, Tyson shares how designing a watch for Navy SEALs became the catalyst that completely changed his approach to brand building. For brand builders, this episode is packed with game-changing insights: Discover the "Purpose-Built" Revolution – Learn how Tyson abandoned traditional seasonal trends and industry cycles to focus exclusively on solving real consumer problems, from cold toes on ski slopes to premium beach towels designed specifically for women in a male-dominated market Master the Anti-Playbook Strategy – Understand why Tyson intentionally ignores competitor pricing, buyer expectations, and industry conventions, instead building products from pure vision upward with a simple 4X cost-to-retail formula that prioritizes quality over margin optimization Navigate Multi-Brand Portfolio Management – Get insider strategies for simultaneously scaling four distinct brands at different lifecycle stages, including cash flow management challenges, strategic timing decisions, and how to avoid the trap of spreading resources too thin Leverage Premium Direct-to-Consumer Success – See how SPC/LST built such a devoted following that premium retailers started approaching them unsolicited, despite products priced well above traditional action sports categories Understand Vertical Integration Without Compromise – Learn how Tyson's brands maintain complete control over quality and brand integrity by refusing to cut corners for traditional retail price points, instead finding retailers who appreciate their elevated approach Embrace AI While Preserving Authenticity – Explore Tyson's balanced perspective on integrating AI tools across marketing and business operations while maintaining the human craft and aesthetic vision that sets his brands apart Whether you're looking to break free from industry conventions, build a portfolio of complementary brands, or transition from corporate success to entrepreneurial freedom, Tyson's candid discussion of both triumphs and ongoing challenges provides a masterclass in building brands with uncompromising vision and authentic purpose.

    34 min

  2. APR 4

    Craigslist Ad to Coastal Empire: How Ben Conniff Built Luke's Lobster into a Global Seafood Brand

    In this episode, Bora dives deep with Ben Conniff, co-founder of Luke's Lobster, as he reveals the extraordinary journey from answering a simple Craigslist ad to building a global seafood empire. Ben shares how he transitioned from food writer to restaurant entrepreneur, partnering with third-generation lobsterman Luke Holden to revolutionize how premium Maine lobster reaches consumers around the world. For brand builders, this episode is packed with actionable insights: Discover how authentic storytelling became the foundation of their brand success – leveraging Luke's deep family connections to Maine's lobster industry to create an irresistible narrative that media outlets couldn't ignoreLearn how Ben and Luke built their first 250-square-foot East Village location in just six weeks, opening three locations in their first year through a combination of strategic location selection and rapid executionUnderstand the power of vertical integration in building a sustainable competitive advantage – from owning processing facilities to establishing direct relationships with fishermen through initiatives like the Tenants Harbor Fisherman's Co-opExplore their multi-channel growth strategy, expanding from restaurants to grocery products (including frozen lobster mac and cheese, ravioli, and bisque) and international licensing in TokyoGain insights into their product development philosophy – why they're committed to a simple, high-quality flagship product that lets the star ingredient shine, while strategically introducing limited collaborations like their Mala Mayo rollSee how their B Corp certification and commitment to sustainability has become a core part of their brand identity, appealing to consumers who want transparency about where their food comes from Whether you're building a food brand, considering vertical integration, or looking to expand from a single brick-and-mortar location to a multi-channel business, Ben's candid discussion of both challenges and triumphs provides a masterclass in authentic brand building with purpose at its core.

    40 min

  3. MAR 21

    How Siblings Kristina and Matt Orlić Built Qure Skincare

    In this episode, host Bora Celik sits down with siblings Kristina and Matthew Orlić, founders of Qure Skincare, to reveal their extraordinary journey from a personal skin struggle to building a $50 million skincare technology brand in just three years. After Matthew invested in a $5,000 industrial-sized LED light panel that transformed his skin, the siblings experienced their entrepreneurial "light bulb moment" - creating affordable, clinical-grade skincare technology for home use. Discover how Kristina's lifelong battle with skin problems and Matthew's experience losing $5 million overnight when a major retailer went bankrupt shaped their resilient business approach. Product Development Reality Check: The siblings invested nearly half a million dollars and spent two years developing their LED mask with customizable treatment zones - hear about the unexpected challenges and trade-offs they faced bringing their vision to life Strategic Marketing Decisions: Learn why they targeted the U.S. market rather than their home country of Australia, and how YouTube's educational format became their most powerful marketing channel FDA Clearance Process: Understand what it takes to get medical devices properly certified, especially with innovative features Founder Dynamics: Kristina and Matthew share their complementary "offense and defense" working relationship and how their different perspectives create both tension and strength Competitive Protection: Discover how copycats with illegal marketing claims have become their biggest current challenge, with their brand protection agency taking down 150 fake sites in just one month Future of Skincare Tech: The founders share their vision for the industry's future and why they believe personalized technology-driven solutions are replacing traditional skincare products AI's Impact on E-commerce: Matthew explains why brands must adapt to AI-first environments and predicts AI shopping agents will fundamentally change how consumers discover products Framework for Success: Matthew reveals his strategic framework for building successful e-commerce brands, including specific criteria like AOV over $100, daily usage, and solving vanity-driven problems Whether you're developing a physical product, building a DTC brand, or navigating the complex world of e-commerce, this episode delivers practical wisdom from founders who transformed a personal problem into a multimillion-dollar global business. Listen for invaluable insights on product development, international expansion, founder dynamics, and protecting your brand in today's competitive landscape.

    34 min

  4. MAR 20

    From Nike to Bugaboo: How Jeanelle Teves Helps Parents Navigate Life's Biggest Transition

    In this episode, Bora sits down with Jeanelle Teves, Chief Commercial Officer at Bugaboo, who shares her remarkable journey from spending nearly a decade at Nike to leading one of the world's most prestigious parenting brands. Jeanelle reveals the untold story behind Bugaboo's meteoric rise from its Dutch design origins to becoming a global phenomenon—including that iconic "Sex and the City" moment that wasn't even planned! Discover how this premium stroller brand tests their products to withstand 3,000 miles of continuous use (the equivalent of pushing from New York to Los Angeles) and why parents still proudly identify as "Bugaboo moms" even when their children are teenagers. For brand builders, this episode offers invaluable insights on: Transitioning between different consumer markets while maintaining brand integrityCreating products with such exceptional quality that they develop thriving secondary marketsDeveloping strategic collaborations with unexpected partners (like their breakthrough with luxury lifestyle brand Kith)Building a community-led brand strategy that generates passionate brand ambassadors years after purchaseAdapting product design based on cultural differences across global marketsSetting ambitious sustainability goals as the first in their industry with net zero targets by 2035 Whether you're building a premium product brand, looking to foster deeper consumer connections, or interested in creating products with genuine longevity, Jeanelle's strategies for balancing innovation with legendary quality will transform how you approach your brand development. Listen now to learn how Bugaboo continues to thrive in the crowded parenting product space by staying laser-focused on their unique strengths while putting new parents at the center of everything they do.

    30 min

  5. MAR 14

    Mothers First: How Sarah O'Leary and Willow Changed Breast Pumping Forever

    In this conversation, Bora chats with Sarah O'Leary, CEO of Willow. We dive deep into how a revolutionary product transformed an entire industry by putting mothers' needs first. Sarah shares the fascinating journey of how Willow created the world's first all-in-one in-bra wearable breast pump, shifting from clunky wall-tethered devices to a sleek, mobile solution that's changed how women experience postpartum life. For brand builders, this episode offers invaluable insights into: How starting with user needs rather than technology led to groundbreaking innovation in a stagnant categoryThe power of authentic community building with the "Willow Moms" community who became passionate brand advocatesNavigating the pricing challenge: How women willingly went from $0 insurance-covered pumps to paying $499 out-of-pocket for superior technologyThe evolution of digital marketing strategy as platforms shift (from Facebook to TikTok) and the return to traditional brand advertisingFinding the right balance between AI efficiency and human connection in customer serviceBuilding strategic partnerships to expand your brand's ecosystem without diluting focusThe importance of advocacy work alongside product development to drive meaningful industry change Sarah also discusses how Willow's customer-centric philosophy has shaped their product development, their approach to working with influencers like Ashley Tisdale, and why they've chosen to focus deeply on the postpartum journey rather than expanding beyond it. For entrepreneurs and marketers looking to disrupt categories through meaningful innovation, this conversation provides a masterclass in building a brand with purpose.

    36 min

  6. MAR 13

    From Fashion Editor to Clean Beauty Pioneer: Larissa Thomson's ONDA Beauty Journey

    In this conversation, Bora sits down with Larissa Thomson, founder of ONDA Beauty, to uncover her remarkable transition from a 27-year career in fashion magazines to creating one of the most respected clean beauty retail spaces in the industry. Larissa shares the "lightning bolt moment" that sparked her vision for ONDA Beauty—a middle-of-the-night epiphany that provided complete clarity on what the brand would look, feel, sound, and smell like. She reveals how this intuitive vision gave her unwavering confidence to pursue brick-and-mortar retail in 2015, despite warnings that "retail was dead." For brand builders, this episode delivers invaluable insights on: Trusting your intuition when developing a business concept, even when conventional wisdom suggests otherwiseThe power of creating sensory retail experiences that engage customers on multiple levelsStrategic approaches to product curation and maintaining brand integrityHow pop-ups and community-building created a customer base before the first store openedBalancing personal taste with market needs when selecting productsMaking location decisions based on community rather than traditional metricsExpanding thoughtfully while preserving brand valuesThe challenges of reaching younger audiences authentically without compromising brand principlesLarissa also discusses her partnership with actress Naomi Watts, her rigorous product testing process, and her vision for ONDA's future, including potential hotel collaborations and developing the brand's own product line. This episode offers a masterclass in building a distinctive retail brand that stays true to its founder's vision while evolving to meet customer needs and market opportunities. Whether you're just starting your brand journey or looking to scale while maintaining authenticity, Larissa's experience provides both inspiration and practical guidance.

    33 min

  7. MAR 10

    From Tech to Skin: How a Critical Engineering Meeting Sparked a Skincare Brand

    In this conversation, Bora chats with Amy Chiu, founder/CEO of Dear Brightly. We explore the fascinating journey of how an embarrassing moment in an engineering meeting launched a skincare brand. Amy shares her transition from roles at Airbnb, Google, and Optimizely to creating a pioneering telehealth skincare company focused on prescription-grade retinoids. For brand builders, this episode delivers crucial insights on: Finding Your Origin Story: Discover how Amy's personal skin struggles and frustrating dermatologist experiences revealed a market gap that became her business opportunityProduct Development Strategy: Learn how Dear Brightly continuously refines products based on direct customer feedback, creating unique formulations that blend medical efficacy with beauty-industry user experienceSubscription Model Success: Understand how pivoting to a subscription model dramatically improved business metrics and customer retentionBrand Positioning in a Crowded Market: Hear Amy's passionate stance against "anti-aging" messaging and how Dear Brightly's trademarked "Aging is Living" philosophy differentiates the brandNavigating Regulatory Challenges: Get insights on managing the complex intersection of telehealth regulations and beauty industry standardsY Combinator Experience: Learn what it takes to get accepted (they had only 7 paying customers!), survive the program, and successfully raise funding Amy also candidly discusses current business challenges, including efficient customer acquisition in today's market and technical debt management while balancing rapid growth. Whether you're building a beauty brand, a telehealth company, or any direct-to-consumer business, this episode provides a masterclass in authentic brand building focused on solving real customer problems.

    36 min

  8. FEB 14

    From PhD Lab to Longevity Pioneer: How Carolina Oliveira Built OneSkin Through Scientific Discovery

    In this episode, Bora chats with Carolina Oliveira, who takes us through her remarkable journey from being a stem cell biology PhD to becoming the founder of OneSkin, a revolutionary skincare brand that's changing the anti-aging industry. This episode is a must-listen for brand builders and entrepreneurs who want to understand how to: - Transform groundbreaking scientific research into a successful consumer brand - Navigate the transition from technical expert to business leader - Create a unique market position in an oversaturated industry - Build authority and credibility through strategic partnerships with industry leaders - Effectively communicate complex scientific concepts to consumers - Develop authentic marketing messages that resonate with health-conscious consumers Carolina shares the fascinating story of how her team spent four years testing molecules until they discovered OS1, a peptide that could actually reverse skin aging at the cellular level. She reveals how they made the bold decision to launch their own brand instead of licensing their technology to established beauty companies, despite having no marketing experience. You'll learn about their innovative approach to product validation, how they built credibility by connecting with influential figures like Peter Diamandis and David Sinclair, and their unique positioning strategy around "skin longevity" that helped them stand out in the crowded skincare market. This episode offers invaluable insights for anyone looking to build a science-based brand, transition from technical expertise to entrepreneurship, or create a unique market position based on innovation and authenticity. Carolina's journey demonstrates how deep technical expertise combined with clear vision and strategic thinking can create a breakthrough brand in any industry.

    36 min
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About

Bora Celik talks to leaders who build remarkable brands. Presented by collabs.io - building the opportunity economy for creators and brands.

Information

  • Creator
    Bora Celik
  • Years Active
    2024 - 2025
  • Episodes
    54
  • Rating
    Clean
  • Copyright
    © Bora Celik
  • Show Website
    Brand Architects