The Brand Strategy Podcast with Fexingo: Identity, Positioning, and Long-Term Brand Building

The Brand Strategy Podcast with Fexingo: Identity, Positioning, and Long-Term Brand Building

By FexingoBusiness
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The Brand Strategy Podcast with Fexingo: Identity, Positioning, and Long-Term Brand Building episodes

  • Why Dollar Shave Club Lost Its Edge

    Dollar Shave Club was one of the most disruptive direct-to-consumer brands of the 2010s. At its peak, it had 4 million subscribers and was valued at $1 billion. But by 2021, Unilever was writing down $500 million of its $1 billion acquisition price. This episode of The Brand Strategy Podcast breaks down exactly where the brand strategy went wrong. Lucas and Luna trace the arc from the viral 2012 launch video — which cost just $4,500 to produce — through the aggressive growth tactics that built a massive user base, to the post-acquisition era when the brand's positioning became muddled. The central insight? Dollar Shave Club built its entire identity on being the anti-Gillette. That worked brilliantly for disruption, but once the enemy was gone, the brand had nothing to stand for. They also examine why subscription fatigue hit the brand hard, and what the story tells us about the limits of personality-driven branding without a durable product moat. If you're building a challenger brand, this episode is a masterclass in what not to do after you win.

    #DollarShaveClub #BrandStrategy #DTC #Marketing #Unilever #Gillette #SubscriptionModel #ViralMarketing #BrandPositioning #ChallengerBrand #Acquisition #BrandDecline #BusinessPodcast #MarketingPodcast #FexingoBusiness #Business #Marketing #BrandStrategyPodcast

    Keep every episode free: buymeacoffee.com/fexingo

    10 min
  • How Liquid Death Built a Billion Dollar Water Brand

    Lucas and Luna kick off The Brand Strategy Podcast by dissecting Liquid Death, the canned water company that reached a billion-dollar valuation by rejecting every convention of the beverage aisle. They trace founder Mike Cessario's insight that people buy brands, not commodities, and explore how the company's punk-metal aesthetic and 'murder your thirst' tagline created a 10-year compound annual growth rate of over 200 percent. The conversation covers why Liquid Death's initial retail placement in convenience stores alongside energy drinks and beer was a deliberate positioning move, how its influencer-first marketing spend of roughly 40 percent of revenue contrasts with traditional CPG, and the way its sustainability messaging avoids the usual greenwashing clichés. Lucas and Luna also debate whether the brand's success is replicable for other commodities, using examples from toothpaste and olive oil. This episode sets the show's premise: each week, they will unpack one brand's strategic decisions, numbers, and cultural bets without jargon or hype.

    #LiquidDeath #MikeCessario #BrandStrategy #Marketing #CPG #BeverageIndustry #Positioning #BrandBuilding #Sustainability #DirectToConsumer #InfluencerMarketing #RetailStrategy #CommodityBranding #StartupGrowth #CAGRCulture #FexingoBusiness #BusinessPodcast #TheBrandStrategyPodcast

    Keep every episode free: buymeacoffee.com/fexingo

    8 min

About The Brand Strategy Podcast with Fexingo: Identity, Positioning, and Long-Term Brand Building

From the publisher's feed

Lucas and Luna dissect the mechanics of brand longevity in this show, where every episode examines one real company's identity and positioning choices through the lens of publicly available financial and consumer data. They avoid marketing fluff, instead tracing how brands like Patagonia, Apple, or LEGO build equity over decades—looking at their visual systems, messaging frameworks, and market reactions to pivots. Lucas often draws from his background in journalism to fact-check claims, while Luna, sketching in her notebook, pushes back with counterexamples from retail or DTC failures. Together, they explore tensions like consistency vs. cultural adaptation, or differentiation vs. category norms. Each episode ends with a specific, actionable question for the listener: What would your brand look like if you stripped away all verbal claims and let only color, shape, and product speak?