Brand Builder

They're the bar brand everyone is talking about.

RXBAR make whole food, minimally processed protein bars that taste great and are made with only a handful of ingredients. Their bars are also famous for emphasizing what's NOT in them - No Dairy. No Soy. No Gluten. No B.S. And they are killing it.

Less than five years after launching the brand from their kitchen, founders Peter Rahal and Jared Smith recently announced a $600 million acquisition by Kellogg.

How'd they do it? We've got co-founder and CEO Peter Rahal to clue us in.

In this episode you'll learn the following three takeaways:

• Prove your concept. The RX story isn't about accepting a huge sum of money, like the headlines might imply. It's about NOT taking money. It's about going out there and selling bars. Peter explains this mindset and how it's shaped his outlook.
• Look inward to find your brand identity. Peter and the RX team intentionally didn't look at the marketplace for inspiration for the brand and product. He explains why they did that and how that became their big advantage.
• Simple sells. This is a brand that made their ingredient list their marketing campaign. We'll hear from Peter about the thought process behind that decision.

Jump to

• Peter tells us how his dyslexia shaped his personality, and how the dyslexic mind can be an advantage in business. 3:50
• Peter describes the early days hatching the RX brand - and making hundreds of RXBARS in his parents' kitchen with co-founder Jared Smith. 6:50
• Peter tells a great story about the moment he and Jared knew they had a hit on their hands. 8:30
• Peter explains why he didn't raise money until he could prove there was a demand for his product. 9:55
• Peter tells us what it's like building a business with his childhood best friend. 12:33
• Peter describes the history of RXBAR's simple packaging, and the thinking behind the simplicity of their brand. 14:28
• Peter tells us why you shouldn't look to the market for inspiration, and why he's ultimately in the people business. 16:30

Links

• RXBar https://www.rxbar.com/
• RX on instagram https://www.instagram.com/rxbar/
• RX on Facebook https://www.facebook.com/RXBAR/
• Peter on LinkedIn https://www.linkedin.com/in/peter-rahal-037bba43/

Have an idea for the show? Drop us a line! [email protected].

Brand Builder is presented by SnackNation.

If you want to understand Deep River Snacks, look no further than their infamous tagline -

"Because we give a chip."

The company makes small-batch, non GMO kettle chips, popcorn, and tortilla chips, but their mission is so much bigger than that. It's about using their amazingly successful, irresistible product as a platform for good.

It's why they feature a different charity on every single variety of Deep River snacks. And not just any cause will do. They feature causes that they have a personal connection to. Whether it's breast cancer, Crohn's disease, or liver disease, these are issues that the people behind Deep River and those closest to them face every single day.

It's also why they've turned down some major distribution opportunities. If it doesn't feel right and isn't consistent with their mission, Jim and the Deep River crew just can't put their name on it (and vice versa).

That being said, the brand is about to embark on something entirely new (and a little scary for Jim) - opening up the conversation to their consumers by letting them decide which charity will appear on Deep River's new Black Truffle flavored kettle chips.

We got the scoop on what "Giving a Chip" is all about from founder and CEO Jim Goldberg in this moving episode of Brand Builder. In its essence, it means caring about the people in your life, and doing something to make an impact.

Jim says it best:

"That's what give a chip means - we do what we do because it's the right thing to do. Period."

In this conversation, you'll learn the following takeaways:

• Be a fierce brand protector. Jim explains why authenticity is everything in CPG, and how to keep your brand identity true to you.
• Never Lose the Bootstrap. Highly leveraged brands that shouldn't fail often do - and it's because they forget what it feels like to be bootstrapped. Jim tells us how he's kept the bootstrap mindset at Deep River, even as they've taken on investors.
• Culture = Brand. Culture is never really internal. Who you hire and how treat your employees has a direct effect on the brand you put out in the world.

Jump to

• The Deep River origin story. 3:08
• Jim shares a moving story about the power of the "Give a Chip" tagline. 5:27
• Jim explains what the tagline means and why it's central to the brand. 8:06
• Jim tells us what he learned from working in Big Food, and how that impacted the culture at Deep River. 9:05
• Jim breaks down the difference between the Deep River brand and their product. 13:30
• Jim tells us why he and the team are allowing the fans to choose the next charity that will appear on the Deep River bag, and he why loves the idea even though it makes him a little nervous. 16:06
• Jim explains why Deep River will never lose the bootstrap mindset. 18:23

Links

• Deep River
• Deep River's Put a Cause on it Campaign
• Deep River's Honchos
• Jim Goldberg on LinkedIn
• @deepriversnacks on Twitter
• @deepriversnacks on Instagram
• Deep River Snacks on Facebook

Have an idea for the show? Drop us a line! [email protected].

Brand Builder is presented by SnackNation.

NOTE: we'll be releasing "snack sized" bonus episodes like this every Thursday during our launch, and new full length episodes every Monday.

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Let's say you're an up-and-coming brand with a slick e-commerce store and a little bit of buzz. Maybe you were just featured in an influential newsletter or appeared in a high profile publication.

In fact, you're kind of a big deal.

Your analytics tell you that tons of people are visiting your Website each day, but the majority just aren't buying anything.

What gives?

Turns out this scenario is all too common, and there's a simple tactic you can use to convert more of your site's traffic into paying customers.

In this "snack sized" bonus episode, SnackNation Marketing Director Emil Shour shares the single best tactic for optimizing your Website traffic. Take his advice, and you'll be seeing fewer bounces and more sweet, sweet $$$$.

Emil also proves to us that he is definitely NOT a marketing robot.

Jump to

• Emil breaks down the best tactic for maximizing your website traffic. 2:40
• Emil tells us the best platform to try it out. 4:40
• Emil shares best practices for the ad copy you'll need for this trick. 5:40
• Finally, Emil tells us the right metrics to track and measure success with this tactic. 6:32

Additional Resources

• DigitalMarketer.com
• Backlinko
• Connect with Emil on LinkedIn. (He's relatively friendly.)

Have an idea for the show? Drop us a line! [email protected].

Brand Builder is presented by SnackNation.

Hippie parents. A solar dehydrator. A burgeoning triathlon career.

These usually aren't the elements that make for CPG success - unless of course, your name is Caue Suplicy.

Caue is the founder and CEO of Barnana, the Santa Monica-based company that has made one of the world's most popular foods even more irresistible. These bags of banana bites have driven eight-figure annual revenues and a dedicated global following. Barnana proved that you can improve on perfection, all while promoting values like sustainability and healthier living.

Caue first began eating bite-sized dehydrated bananas as a child in Brazil, and rediscovered them while training for triathlons in the States. With the success of fellow Brazilian exports acai and coconut water, Caue figured all he had to do was bring the product to the U.S. and he'd have it made.

Boy was he wrong. From an ugly product to an American public that needed educating to shipping delays, Caue learned that the real work was just beginning.

Caue sat with the Brand Builder crew to break down how he built a successful CPG brand around one of the world's most familiar foods.

In this episode, you'll learn:

• Why a great idea is only the beginning. Caue's vision was important, but it was his grit and perseverance in the face of challenges that really made the difference.
• Why you shouldn't always trust the experts. Caue's advisors told him he had to have see-through packaging, but Caue knew that his product was too ugly for the American market. His was the right call.
• Why it's so crucial to be a part of the CPG community. Don't be afraid to be open and giving with other brands in your space. Pay your knowledge forward and be a part of a community. Remember, they can't copy your brand, your energy, or your people.

Jump to

• The Barnana origin story. 3:40
• Caue tells us how he overcame an "ugly" product, and how good branding played a role. 7:30
• Caue describes how he learned about the waste in our food system, and tells us what Barnana is doing to help alleviate the problem. 10:13
• How Caue knew he was on to something with Barnana. 14:40
• The biggest thing that investors provide (besides cash, of course). 16:04
• Why Caue and the team launched "Gorilla Milk" at Expo West, and the fallout that ensued. 18:50

The infamous Gorilla Milk package that started a minor controversy at Expo West:

Links

• Barnana
• The Gorilla Milk campaign
• @eatbarnana on Instagram
• Barnana on Facebook
• Caue on LinkedIn

Have an idea for the show? Drop us a line! [email protected].

Brand Builder is presented by SnackNation.

In 2010, Tom Donigan and his friends Scott Fiesinger and Matt Levey launched a jerky brand on a modest $11,250 seed investment, and didn't take on any additional money for an entire year. Today that brand - Field Trip - can be found in more than 30,000 retail locations, and last year closed a six-figure funding round.

How'd they do it? That's what this episode of Brand Builder is all about.

In our debut episode, Tom tells Brand Builder co-hosts Jordan Cohen and Jeff Murphy how the Brooklyn-based company elevated a gas station staple and created a company that fuels adventures for thousands of people every day. In this episode you'll learn:

• How Field Trip landed their first big distribution partnership with JetBlue airlines. Tom calls it their "first big win." Six years later, the partnership is as strong as ever.
• How (and why) Tom and his cofounders launched their company with just $11k in seed money. Tom also breaks down the plan they came up with to make that initial investment last for the entire first year of the business.
• Why Field Trip recently refreshed their brand aesthetic. Tom tells us how the team knew it was time for a refresh, and how they pulled it off.

Jump to

• The Field Trip origin story. 3:06
• Tom breaks down the difference between brand and product, and why it's so important to develop both. 6:13
• How Field Trip landed their first major distribution partnership, and how partnerships can help amplify your brand message. 8:23
• Tom explains that how you experience Field Trip is just as important as the product itself. 12:45
• How Field Trip was able to go an entire year on just $11k seed investment, and why they eventually decided to raise some big time capital. 14:10
• Tom discusses the thinking behind Field Trip's recent brand refresh. 17:40

Links

• FieldTripJerky.com
• @fieldtripjerky on Instagram
• Field Trip on Faceboook
• Tom on LinkedIn
• Arcteryx
• Topo bags

Have an idea for the show? Drop us a line! [email protected].

Brand Builder is presented by SnackNation.

Brand Builder brings you the people, stories, and lessons learned from the the most innovative brands in the world.

In this introductory episode, co-hosts Jordan Cohen and Jeff Murphy break down what the show is all about, share their favorite brands and top business book recommendations, and amuse themselves with the magic of podcast editing...

Brand Builder is presented by SnackNation.

For episode show notes and additional content, visit www.snacknation.com/brandbuilder

Contact Brand Builder - [email protected].

Similar to How I Built This with Guy Raz, Marketing Secrets with Russell Brunson, and Weird Work by HubSpot.