Sticky Branding

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.

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.

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.

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.

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.

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.

Simple Clarity is the ability to describe your brand and what makes it unique in 10 words or less. That’s easier said than done!

It’s amazing how few companies can clearly explain their services. They pontificate and use puffy language, benefit statements, and other phrases to create a value proposition.

Nothing will accelerate your marketing more than clear brand messaging, what Jeremy Miller calls Simple Clarity. In this episode of the Sticky Branding Podcast, Jeremy Miller shares how to achieve Simple Clarity.

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.

In This Episode

• Don’t we-we all over your customers. Does your marketing speak in “you” and “I,” or is it taking a “we”? If it’s taking a we, it’s time for an upgrade.
• The value of clear brand messaging.
• How to describe your brand in 10 words or less.
• How customers use your brand messaging to categorize your brand. This makes your business more findable, referable, memorable, and desirable.
• How to paint a picture in your customers’ minds with concrete words.
• A simple tool for testing your brand messaging. 

Show Links

Website: https://stickybranding.comYouTube: https://www.youtube.com/stickybranding LinkedIn: https://www.linkedin.com/company/stickybranding Instagram: https://www.instagram.com/stickybranding/ Twitter: https://twitter.com/stickybranding Facebook: https://www.facebook.com/StickyBranding

 

Quantum eMotion is a publicly-traded company that is transforming the IT security sector with quantum computing. They create algorithms that are virtually unhackable. Francis shares key lessons on leadership, and how to guide a company in a pre-sales state.

Francis speaks to the changing security landscape, and how Quantum eMotion’s addresses the growing demand for affordable hardware security.

This is a fascinating interview you won’t want to miss.

Francis Bellido is the CEO of Quantum eMotion. Dr. Bellido spent his career overseeing and leading the development of several organizations in the healthcare industry. He is leading Quantum eMotion to be a leader in quantum IT security.

In This Episode

• Francis Bellido discusses the rapidly shifting world of cyber security, and the role of quantum computing.
• Over 95% of devices are under-protected.
• The risk to corporate IT and privacy is immense.
• Dr. Bellido shares his philosophy of leading through change.
• Where to prioritize capital when developing and bringing pre-revenue products to market.
• Francis says it all boils down to people. Invest in the best and brightest.

“Branding from the inside out” is one of our #1 beliefs at Sticky Branding. In this episode of the Sticky Branding Podcast, Jeremy Miller and Sarah Young discuss why empowering your team is so important.

Every great brand is built by people: smart, ambitious, creative people. And it’s a leader’s job to engage their team and draw out each person’s full potential to grow a Sticky Brand.

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

• Strategy without execution is just dreaming.
• How to shift your mindset to leading through empowerment.
• The importance of strategy and planning. Sarah and Jeremy go head-to-head on the challenge of not having a vision. If a leader can’t see what’s coming next, it’s hard to empower their employees.
• Why you need to connect with employees as individuals.
• How to build relationships with your team, and how that investment fosters empowerment.

In two years Apple has disrupted marketing departments and brands around the world. First with iOS 14 blocking ad tracking, and now iOS 15 is blocking email and website tracking. Jeremy Miller interviews Bobby Dietz, Co-Founder and Partner of ATTN Agency to discuss how to prepare your business for another disruption to digital marketing.

Bobby Dietz is a co-founder and partner of ATTN Agency — a performance marketing agency. Bobby is an entrepreneur and digital marketer with deep expertise in scaling consumer goods and e-commerce businesses. Clients love ATTN’s ability to make the most out of advertising dollars by converting more high-quality visitors into customers. This is done through direct response marketing.

In This Episode

• How iOS 14 impacted digital marketing and advertising.
• How to prepare for the iOS 15 privacy changes, and the impact they will have on your marketing’s data.
• Why Bobby prioritizes his team and makes sure they are not overworked and under appreciated (which is a common issue for employees in the advertising industry).
• Why you need to get ahead of the iOS 15 privacy changes now! Timing is everything.

Bobby’s Tips

• Send all Shopify data to Google Analytics
• Verify the match rate on all platforms to what is reported in Shopify
• Formulate and Follow a UTM Process for better tracking and transparency
• Send surveys and track the information in Google Analytics