The truth no one talks about: incredible challenger brands aren't failing because they lack strategy—they're being crushed by a system that was never built for them.

In this raw, unfiltered episode, I'm pulling back the curtain on why mission-driven brands like Ami Cole are shutting down despite doing everything "right."

We're diving deep into the expectation mismatch that's killing these brands, what the data actually shows, and what needs to change if we want innovation to survive.

This isn't just about business metrics—it's about legacy, identity, and protecting the brands that represent the communities that need them most.

What You'll Learn:

• Why the "harvest model" is destroying cultivation-stage brands

• The real reason brand awareness isn't enough (and whose job it actually is)

• How to measure challenger brand success beyond traditional velocity metrics

• The portfolio strategy shift that could save emerging brands

• Why 18-24 months of focused support beats endless pivoting

• What retailers and investors need to do differently to share the risk

• How consumer data could revolutionize discovery for underrepresented brands

• The infrastructure changes needed to make inclusion more than just shelf space

This episode is for founders feeling like they're falling short, decision-makers with power to change systems, and anyone who believes challenger brands deserve a real fighting chance.

✨ CONNECT:

📧Substack: Brand Growth Journal

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Walking into Sephora for my sister's 21st birthday skincare haul completely changed how I view beauty retail. What I discovered wasn't just overwhelming—it was eye-opening. The narrow aisles, tiny shelf space, and massive brand signage told a story that every challenger brand needs to understand.

Sephora has quietly transformed from a discovery destination into what I call a "fulfillment center"—a place where customers come to collect brands they already love, not discover new ones. And if you're building a challenger brand, this changes everything about your strategy.

What You'll Learn:

• Why LVMH brands occupy 50% of Sephora's shelf space (and what this means for you)

• The four pillars of becoming a "wanted brand" that customers actively seek out

• How to turn your website into your greatest competitive weapon

• Why fan cultivation beats big budgets every single time

• The real reason discovery is dead in beauty retail

• How to build negotiating power with retailers through genuine demand

Bottom Line:

Stop trying to outspend the giants. Your superpower isn't breadth—it's depth. While big brands win through visual dominance, you win through genuine connection and surgical precision.

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✨ CONNECT:

📧Substack: Brand Growth Journal

📷 Instagram: Follow Me On Instagram

🎥 Youtube: Subscribe To My Youtube Channel

💼 Chat: Connect Here

Retail won't save you and free samples won't land the deal.

In this episode, I'm joined by retail strategist and former grocery buyer Allison Ball to bust some of the biggest myths about getting your product on shelves. From the real cost of sampling to the metrics that actually matter to retail buyers, this conversation is a must-listen for any founder dreaming of Whole Foods or Target.

If you've ever wondered how to pitch without losing profit or how to compete when big brands dominate the shelf space, this one's for you.

What You'll Learn:

• Why free samples often backfire (and what to do instead)

• The buyer psychology founders overlook and how to build for it

• What a pitch deck really needs (hint: it's not fancy design)

• The KPIs buyers care about and how to align your business around them

• The difference between in-store and online storytelling—and how to win at both

• How to build brand pull-through before ever landing retail

About Allison Alli Ball is the founder & CEO of Food Biz Wiz and the creator of Retail Ready®, an online program that has provided strategic support, curated curriculum, and values-aligned community for over 3,000 producers of packaged products in the food industry.

As a former grocery buyer-turned-wholesale consultant, Alli has helped thousands of emerging brands understand what it takes to get on the shelf and have high sales once you're there. Find her on her website here or on Food Biz Wiz®, her award-winning podcast about wholesale strategy, which contains a library of 250 episodes.

Connect with Allison

[email protected]

Website: www.foodbizwiz.com

Instagram: @foodbizwiz

LinkedIn: https://www.linkedin.com/in/aball/

Facebook: https://www.facebook.com/foodbizwiz

Food Biz Wiz Podcast: www.alliball.com/foodbizwiz

✨JOIN THE CONVERSATION: Get Weekly Strategic Insights on building Obsession-Brands: Subscribe to brand growth journal.

✨ CONNECT:

📧Substack: Brand Growth Journal

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💼 Consulting: Connect Here

You are not your business, but you do owe it your leadership.

In this episode, I'm joined by powerhouse founder, coach, and podcast host Eleanor Beaton to unpack what it really takes to build an enduring brand. From mastering premium positioning to separating your personal identity from your product, Eleanor drops truth bombs every product-based founder needs to hear.

What You'll Learn:

• Why being obsessed with your customer is your most underutilized advantage

• The mindset shift every founder must make to scale sustainably

• Why women entrepreneurs over-rely on marketing and how to fix it with sales

• The real difference between producers and replicators (and why it matters for growth)

• What Fenty and Good American get right about brand positioning

If you've ever felt like you're too close to your business to sell it, or you're relying on marketing when it's a sales problem, this conversation is your wake-up call.

About Eleanor Eleanor Beaton is the founder of Safi Media, a coaching and education company dedicated to doubling the number of women founders who sustainably scale to $1M+ by 2030, and the host of the Woman Owned podcast, now ranked in the top 0.5% of all podcasts globally, providing insights and strategies to empower women entrepreneurs.

Since 2016, Eleanor has provided training to over 25,000 women entrepreneurs worldwide. A former chair of the Visiting Women's Executive Exchange Program at the Yale School of Management, Eleanor has won national awards for her achievements in entrepreneurship, leadership development and business journalism. She lives in Nova Scotia with her husband and two sons.

Connect with Eleanor

https://www.safimedia.co

https://instagram.com/eleanorbeaton

https://www.linkedin.com/in/eleanorbeaton/

https://safimedia.co/podcast/

✨ GROW YOUR BRAND:

Ready to build an obsession brand and scale it with scientific precision? Connect With Me

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ CONNECT:

🖥 Website: Startward Consulting

📷 Instagram: Follow Me On Instagram

📷 Youtube: Subscribe To My Youtube Channel

Growing up, I learned to only speak when I had something important to say. I was raised in a culture where being quiet wasn't a flaw, it was a way of life. Today, that quiet confidence shapes everything I know about building magnetic brands.

In this episode, I'm sharing a personal story about identity, visibility, and the power of knowing exactly who you're speaking to. Using Mac and Maybelline as a case study, I'm breaking down why two products in the same category can perform entirely differently and what that means for your brand.

Whether you're feeling invisible in a saturated market or wondering how to truly stand out, this episode will shift your perspective on what makes a brand powerful.

• Why the loudest brand isn't always the most successful

• The real difference between standing out and being seen by the right person

• A simple case study that explains brand positioning in real life

• How data, not vibes, is your most powerful brand-building tool

• Why identity and customer insight should drive your entire strategy

Thanks for tuning in, don't forget to subscribe for the latest episodes.

✨ GET THE REAL INSIGHTS

The content I don't post on social lives in the Brand Growth Journal. Want to build a brand people obsess over—for the long haul? [Join me here →]

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ CONNECT:

🖥 Website: Startward Consulting

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Big brands don't land in Vogue by accident and guess what? Neither will yours.

In this episode, I'm sitting down with PR powerhouse Gloria Chou, a former U.S. diplomat turned media strategist who's helped over 10,000 small businesses get featured without hiring expensive agencies. She's breaking down her signature CPR pitching method and giving you the exact framework to pitch your product to top-tier media outlets, no fancy connections or massive ad budget required.

If you've ever wondered how to get real media coverage that builds brand trust, boosts your SEO, and puts your product in front of thousands, this one's for you.

• Why traditional PR is broken and how to do it differently

• Gloria's CPR pitch method to grab a journalist's attention (even if you're brand new)

• How to find and contact the right media editors for your product

• The difference between a good story and a relevant pitch

• Free tools to build your own media list

• How to repurpose PR features to build brand authority and increase traffic

Thanks for tuning in. Don't forget to subscribe for the latest episodes.

About Gloria Gloria Chou is an award-winning PR strategist and host of the top-rated Small Business PR Podcast. Known for her untraditional yet proven approach to PR which makes visibility and access to media accessible for anyone, Gloria helps BIPOC and female founders get featured organically in top-tier media without needing PR connections or a large following.

Her strategies have earned small businesses in nearly every industry niche over a billion organic views and features in outlets like the New York Times, Oprah's Favorite Things, Vogue, and Forbes, without any pay-to-play. A former U.S. Diplomat turned small business advocate, Gloria has been on 100 podcasts and was named "Pitch Writing Expert of the Year" in 2021 as part of the Influential Businesswomen Awards, and a Forbes Next 1000 honoree.

Connect with Gloria https://gloriachoupr.comhttps://www.instagram.com/gloriachoupr/ https://www.linkedin.com/in/gloriaychou/ https://www.facebook.com/gloriaychou/

✨ GROW YOUR BRAND:

Ready to build an obsession brand and scale it with scientific precision? Connect With Me

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ CONNECT:

🖥 Website: Startward Consulting

📷 Instagram: Follow Me On Instagram

📷 Youtube: Subscribe To My Youtube Channel

Motherhood is a journey full of transitions and unexpected lessons. In this episode, I'm sharing my personal journey through postpartum and the lessons it taught me about being present, building with intention, and embracing the seasons of life.

From nursing struggles to finding balance as a new mom and entrepreneur, this episode dives into how the postpartum experience mirrored the growth process in business. I'm breaking down why you can't skip steps in either life or business and how slowing down and embracing your current season is key to growth.

If you're in a season of transition, whether in life or business, this episode will give you the insight you need to embrace where you are and move forward with intention.

What You'll Learn:

• The importance of being present in your current season of life and business

• How postpartum challenges taught me about intentional living and growth

• Why you can't skip steps in business and how to honor your season

• The power of slowing down and leading with intention, not hustle

• How to balance building your brand and embracing life's transitions

Thanks for tuning in, don't forget to subscribe for the latest episodes.

✨ GROW YOUR BRAND:

Ready to build an obsession brand and scale it with scientific precision? Connect With Me

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ CONNECT:

🖥 Website: Startward Consulting

📷 Instagram: Follow Me On Instagram

📷 Youtube: Subscribe To My Youtube Channel

AI isn't just a buzzword, it's evolving fast, and it's changing how we do business. But when it comes to branding, the question isn't if we should use AI, it's how.

In this solo episode, I'm breaking down how AI fits into the branding space and where it falls flat. We're talking content, creativity, brand voice, and how to stay human in a tech-driven world.

Spoiler: AI can be powerful, but your brand still needs you. So if you've ever wondered how to leverage AI tools without losing what makes your brand unique, this one's for you. Let's get into it.

What You'll Learn:

• How AI is changing the branding landscape—and what's still non-negotiable
• The biggest branding mistake people make with AI tools
• Where AI can amplify your brand and where it just can't compete
• My take on voice cloning, templated messaging, and authenticity in the age of tech
• Why your story, voice, and lived experience will always matter more than the algorithm

Thanks for tuning in, don't forget to subscribe for the latest episodes.

✨ GROW YOUR BRAND:

Ready to build an obsession brand and scale it with scientific precision? Connect With Me

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ WORK WITH MAUREEN: Ready to revolutionize your brand by mapping and mastering the brand growth levers your brand needs to get increased visibility, sales certainty and cash confidence? Schedule a strategy call. https://startwardconsulting.as.me/growth-strategy-call

✨ CONNECT:

🖥 Website: Startward Consulting

📷 Instagram: Follow Me On Instagram

📷 Youtube: Subscribe To My Youtube Channel

Let's talk about the elephant in the room—I've been quiet.

And there's a reason.

This episode is personal. I'm pulling back the curtain and sharing where I've been, why I hit pause, and what's shifting as I step back into my company with more clarity than ever. Because the truth is, building a brand doesn't always look like forward momentum—and sometimes the most powerful thing you can do is slow down.

If you've ever felt like you're building something that no longer feels aligned… or if you've felt the pressure to keep showing up even when it's not working for you anymore, this one's for you.

We're talking about burnout, boundaries and getting honest with yourself when something's gotta give.

What You'll Learn:

• Why I chose to take a break from content and visibility

• The warning signs I couldn't ignore (and neither should you)

• What I realized about my audience, my business model, and my capacity

• Why clarity isn't always found in the grind

• How I'm rebuilding the brand with more intention and less noise

Thanks for tuning in, don't forget to subscribe for the latest episodes.

LINKS MENTIONED:

FREEDOM CURRICULUM: ​​https://freedom.churchofthehighlands.com/curriculum

✨ GROW YOUR BRAND:

Ready to build an obsession brand and scale it with scientific precision? Connect With Me

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ WORK WITH MAUREEN: Ready to revolutionize your brand by mapping and mastering the brand growth levers your brand needs to get increased visibility, sales certainty and cash confidence? Schedule a strategy call. https://startwardconsulting.as.me/growth-strategy-call

✨ CONNECT:

🖥 Website: Startward Consulting

📷 Instagram: Follow Me On Instagram

📷 Youtube: Subscribe To My Youtube Channel

Building a brand isn't just about what you sell, it's about how you show up, what you stand for, and how you connect with your audience. And today, we're taking that concept to a whole new level with an episode that flips the script on traditional branding.

I'm answering 18 questions about building your brand, growing your business, and making an impact. From strategy and messaging to personal growth and mindset, we're covering it all.

If you've ever wanted a candid, unfiltered look at the realities of brand-building, this episode is for you.

What You'll Learn:

• The biggest mistakes entrepreneurs make when building a brand (and how to avoid them).

• How to create messaging that actually connects with your audience.

• My go-to strategies for standing out in a crowded market.

• How to stay authentic in your journey.

• Why brand-building is just as much about mindset as it is about strategy.

Thanks for tuning in, don't forget to subscribe for the latest episodes.

✨ GROW YOUR BRAND:

Ready to build an obsession brand and scale it with scientific precision? Connect With Me

✨ FREE TRAINING:

Want to identify the One Growth Strategy You Need to Focus on First to Increase Sales Now? Watch the most recent training: Uncap Your Growth & Bring in More Product Sales without Changing Your Branding or Packaging

✨ CONNECT:

🖥 Website: Startward Consulting

📷 Instagram: Follow Me On Instagram

📷 Youtube: Subscribe To My Youtube Channel