The Sticky Branding Podcast unpacks how to grow a Sticky Brand. Discover best practices, ideas and stories of how small- and mid-sized companies are challenging the giants of their industries to grow remarkable brands.
This podcast is unique. There are lots of podcasts from authors, speakers and consultants, but the Sticky Branding Podcast shares real, boots-on-the-ground stories from business owners and CEOs of successful mid-sized companies. You may not have heard of all the brands, but there is so much you can learn from them to apply to your business!
Branding isn’t about logos, taglines, or websites. Branding is about the bond you form with your customers — a bond where they choose you first. When you customers know your brand, like it, and trust it, they will choose it first.
Any business of any size can grow a Sticky Brand! Tune in to learn how.
Building a Community-Led Brand — Interview with Allan Perrottet, Co-Founder of T-Bô Menswear
The repeat purchase rates of most direct-to-consumer brands is abysmal. According to Allan Perrottet, “The average repeat order rate for DTC brands is 11% over an entire lifetime. At T-Bô we have a 30% repeat order rate within 90 days!”
The secret to T-Bô’s success is co-creation. T-Bô is the first community-led menswear brand. It has a community of over 400,000 men creating the most comfortable and functional clothing they want to wear and buy.
Allan Perrottet comes on the Sticky Branding podcast to share T-Bô’s story. He gives loads of marketing and advertising tips to grow your brand.
Allan Perrottet is the co-founder and CTO of T-Bô Menswear. Allan is a Swiss native that grew up in Gumefens, in the French-speaking part. A mutual friend connected Allan with Roy Bernheim in 2017, and the two set out on a journey to transform the fashion industry. Allan brings together his expertise in technology, digital marketing, and fashion to grow T-Bô into an iconic brand.
In This Episode: Allan Perrottet says, direct-to-consumer brands are very reliant on paid media. It’s too expensive and unsustainable. T-Bô chose to grow its business with community. The power of co-creation for product development, sales, and customer engagement. How to give your customers and prospects the ability to provide feedback on your products. How to use community to grow your brand and create loyal customers that come back again and again. The importance of taking time to understand your customer, and how to use data to scale your business.
Move Faster than Your Competitors — Interview with Chris White, CEO of Fruitland Manufacturing
The companies that act fast and adapt faster have the advantage. Chris White, CEO of Fruitland Manufacturing, comes on the Sticky Branding Podcast. He shares how his company captured market share by moving faster than the competition. When the rest of the industry retreated and cut costs at the start of the pandemic, Chris increased Fruitland’s sales and marketing budget. This was a bold move, because Chris had only purchased the company just 10 weeks earlier. Tune into this story of grit, innovation, leadership, and transitioning from a crisis to a comeback.
Chris White is the CEO of Fruitland Manufacturing. Chris joined the company in 2014 as President and acquired the company in 2019. Under his leadership, Fruitland has grown into the global leader of mobile vacuum pumps with the brand, “One Tough Pump.”
In This Episode
10 weeks before the pandemic struck, Chris White and his partner acquired Fruitland Manufacturing. In a matter of days, everything changed. How Chris and his team moved fast and responded to customer demands, and captured market share. While competitors cut their sales and marketing budgets, Fruitland expanded theirs. They repositioned their brand as "One Tough Pump." Strong leaders focus on their people. Chris spoke the truth about what they knew and didn't know, and communicated constantly with his employees.
The Ice Cream Brand You’ve Tried but Didn’t Know — Interview with Ian Scates, President of Central Smith
If you’ve had ice cream in any Canadian restaurant, chances are it was made by Central Smith. Central Smith is one of Canada’s largest ice cream manufacturers. Ian Scates, President of Central Smith, comes on the Sticky Branding Podcast to share his company’s story. He talks about the challenges Central Smith faced with the pandemic and the closure of restaurants across the country, and how they’ve positioned their business as the #1 co-packer of frozen desserts.
Founded in 1896, Central Smith has a remarkable story you won’t want to miss.
Ian is the President of Central Smith, one of Canada’s largest ice cream manufacturers. Ian is involved in just about every aspect of Central Smith. It's probably easier to list what he doesn't do! Ian's favorite part about his role is the variety.
In This Episode:
Central Smith's origin story. The company was founded in 1896 as a farmer's co-op, and has grown into one of Canada's largest ice cream manufacturers. Growing a family business through the generation. A great brand has to have a great product. Central Smith puts quality and flavor at the core of their brand promise. How entrepreneurs look for opportunities. You never know where they will come from, but you always have to be on the lookout for the next growth opportunity. How Central Smith navigated the pandemic, and how prior investments in people and markets paid off. Ian Scates says, in a crisis you can't micromanage your way out of it.
Strategy Without Action Is Just Dreaming — with Jeremy Miller and Sarah Young
Marketers can have big ideas and visions for their businesses, but unless they implement those ideas are just dreams. Jeremy Miller and Sarah Young do a deep dive on strategy execution in the Sticky Branding Podcast. Jeremy says, “Strategy without action is just dreaming.” The companies that have the most iconic brands are the best at strategy execution. But this is a process. Jeremy and Sarah discuss the obstacles that get in the way of implementing strategies, and how to overcome them. In this episode discover a proven process for converting ideas into actions. Jeremy Miller is a Strategy Coach, bestselling author, and the founder of Sticky Branding. He works with organizations from around the world to create branding and growth strategies that slingshot their businesses forward. Sarah Young is a Strategy Coach and author. She guides Sticky Branding’s clients to create marketing strategies that move the sales needle.
In This Episode:
Homeostasis is the obstacle that derails companies from implementing their strategies and ideas. Organizations by their very design are resistant to change. The pandemic wasn't a change agent, it was an accelerant. Companies achieved so much during the crisis. Days felt like weeks, weeks felt like years. Sticky Branding's approach to strategy execution, and how to put ideas into action. Applying Lean principles to strategy execution: Big Goals, Big Rocks, Scorecard, Cadence of Meetings.
Redefining Accessibility in Software — Interview with Abid Virani, COO at Fable
The digital world is not easy to use for about a billion people! Every day we use tools and technology that seem absolutely intuitive and easy to use — unless you have a disability.
Abid Virani, COO of Fable, comes onto the Sticky Branding Podcast to discuss how Fable is working to change that.
Fable is an online platform where digital teams can engage people with disabilities in research and on-demand user testing. This is an exciting, growing, and much-needed service. One in five people are identified as having one or more disabilities, and brands have to respond.
In this inspiring interview, Abid discusses how Siri, Alexa and so many of the tools we use today started with design challenges for people with disabilities.
Abid Virani is the COO of Fable, a software that facilitates engaging people living with disabilities in research, design, and QA. Abid oversees sales and business development. Abid has over ten years of experience in the start-up ecosystem, specifically in business development.
In This Episode One in five people are identified as having one or more disabilities, and brands have to respond. Common technologies we use daily, like voice assistants like Siri and Alexa, were originally created for people with disabilities. How Fable is creating a culture and community, and how they live their values every day. A founder's vision of branding, “Don’t build the brand around the founders.” The story of Fable and how they can’t stop seeing accessibility issues everywhere they go.
Coming Back After Losing 90% of Revenue — Interview with Louis Trahan, Founder of Learngistics
Learngistics lost 90% of its revenue due to the pandemic. Louis Trahan, founder of Learngistics said, “We had a choice: fight or close. We chose to fight.”
Louis joins us on the Sticky Branding Podcast to share how his company came from a crisis to come back. He describes the journey of losing 90% of his revenue, and how they’re now pioneering a new category of services: Virtual Classroom Producers. Louis talks about how they discovered the service; how they are marketing and branding a new category; and why they’re more excited for the future than ever.
This is an inspiring story of grit, entrepreneurship, and teamwork.
Louis Trahan is the founder and CEO of Learngistics. Regardless of how corporate learning happens, there is a lot of logistics required to produce the learning event. Learngistics manages the logistics of learning. Louis is the creative powerhouse behind this dynamic and resilient company.
In This Episode
Covid created a sudden and jaw dropping crisis. Learngistics lost 90% of its revenue in a week! How Learngistics used a series of pivots to develop new revenue streams and cash flow. Louis Trahan says, “As an entrepreneur there are gonna be some pretty crappy times. And there are gonna be some ecstatic times. But most importantly, you need to trust yourself.” Why Learngistics rebranded from Last Minute Training, and how they went on a naming quest. How Learngistics is pioneering a new category of services, Virtual Classroom Producers.