Everybody Wants This: How to Build a Brand That Lasts
The World's First Podcast with Erin & Sara FosterShow Notes
At Dear Media By Day in Austin, Sara sat down with Allison Ellsworth, founder of Poppi, and Ty Haney, founder of Outdoor Voices and TYB, to break down what happens between having an idea and building a brand people want.
Allison and Ty explain how to tell if an idea is worth pursuing and why a founder’s obsession matters. Allison shares why she started her next company with an org chart, and how listening to customers turned Poppi's root beer from a bottom seller into a top five flavor. Ty explains how Outdoor Voices grew through in-person community, why experiential marketing has become a way to offset rising customer acquisition costs, and the difference between an audience and a community.
They also cover why you shouldn't be too niche, what competition can do for your category, why celebrity brands often struggle, and how they've balanced building companies with raising kids.
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