Uncooked

Over the past few months we’ve had riveting conversations with brands who have mastered the art of brand loyalty. We’ve discovered the value of customer experience, created insta-worthy FOMO and explored the nuances of neuromarketing. All while striving to answer the ultimate question: how do we get customers to fall in love with our brand or service? In this week’s episode we’re recapping the sage lessons we’ve learned in our customer-centric journey so far.

Some highlights of what we cover:

• How to use brand purpose as a guide to make key business decisions with Leeway Home
• Why understanding the science of attraction can help you attract customers and create brand loyalty with Prince Ghuman, co-author of Blindsight
• What it looks like to create a company based on representation and change with BE.U.TYMRK.D co-founders Shellise Josephs and Kadene Brown
• The importance of focusing on customer experience with Wood Fire Food Co.
• How to build a business based on how you want your customers to feel with Gideon’s Bakehouse

Listen to the full episodes of Season 2 so far:

• Leeway Home (P.1): Unboxing Consumer Needs Through Customization: https://podcasts.apple.com/us/podcast/leeway-home-p-1-unboxing-consumer-needs-through-customization/id1535090919?i=1000544916467
• Leeway Home (P.2): Unboxing Consumer Needs Through Customization: https://podcasts.apple.com/us/podcast/leeway-home-p-2-unboxing-consumer-needs-through-customization/id1535090919?i=1000548216046
• Blindsight (P.1): The Science Behind Why Consumers Really Buy: https://podcasts.apple.com/us/podcast/blindsight-p-1-the-science-behind-why-consumers-really-buy/id1535090919?i=1000549642433

• Blindsight (P.2): The Science Behind Why Consumers Really Buy: https://podcasts.apple.com/us/podcast/blindsight-p-2-the-science-behind-why-consumers-really-buy/id1535090919?i=1000550452519
• U.TYMRK.D (P.1): Setting A New Standard for Beauty: https://podcasts.apple.com/us/podcast/be-u-tymrk-d-p-1-setting-a-new-standard-for-beauty/id1535090919?i=1000551942320
• U.TYMRK.D (P.2): Setting A New Standard for Beauty: https://podcasts.apple.com/us/podcast/be-u-tymrk-d-p-2-setting-a-new-standard-for-beauty/id1535090919?i=1000552559979
• Wood Fire Food (P.1): A Three Ingredient Story of Brand Loyalty: https://podcasts.apple.com/us/podcast/wood-fire-food-p-1-a-three-ingredient-story-of-brand-loyalty/id1535090919?i=1000555582037
• Wood Fire Food (P.2): A Three Ingredient Story of Brand Loyalty: https://podcasts.apple.com/us/podcast/wood-fire-food-p-2-a-three-ingredient-story-of-brand-loyalty/id1535090919?i=1000556270828
• Gideon’s Bakehouse: A Palatable Love Letter To A Community: https://podcasts.apple.com/us/podcast/gideons-bakehouse-a-palatable-love-letter-to-a-community/id1535090919?i=1000560254724

Links to our Guests:

• Leeway Home: https://leewayhome.co/
• BEUTYMRKD: https://beutymrkd.com/
• Prince Ghuman: https://www.popneuro.com/
• Wood Fire Food: https://www.woodfirefoodco.com/
• Gideon’s Bakehouse: https://www.gideonsbakehouse.com

If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

See omnystudio.com/listener for privacy information.

This week baker, creative and self-appointed “Sublime Prince of the Esoteric Order of Cookie” Steve Lewis, shares his entrepreneurial journey to creating a local gem called Gideon’s Bakehouse. We dive into his obsessive 15-year process of creating the perfect chocolate chip cookie and how he attributes the addition of an immersive Disney Springs location to the groundswell of loyal customers of The East End Market in Orlando. We’ll break down insights into the role of social media and the platform he’s built for creativity and experiential branding so unique - it stands out even among the magic of Disney. This is a story about a kid baker from 1898 called Gideon and a palatable love letter to a Central Florida community.

Some highlights of what we cover:

• How an immersive experience started with understanding how Steve wanted people to feel in his space
• How the Gideon’s Bakehouse brand reveals their raw truth in obsessing over the visual details
• Why a bakery is just the beginning of the Gideon story

About Steve Lewis:

Steve is the owner and creator of Gideon’s Bakehouse. His story began in sadness at a young age when he realized his community was lacking a great chocolate chip cookie. As a result, he is the one that took 15 years to create the Gideon’s Cookie because A) it is a uniquely difficult recipe or B) he is a terrible baker. The truth likely lies between the two. He will tell you the secret ingredient in a Gideon’s Cookie is his tears. Outside of the kitchen, Steve is a vocal music major that enjoys photography, collecting books, and watching cartoons. He loves all animals and has two weird cats, Vincent the Poet, and Savant the White.

Check out Gideon’s here:

https://gideonsbakehouse.com/

If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

See omnystudio.com/listener for privacy information.

Have you ever looked around and realized that you never wanted a moment to end? This week Chef Daniel Sabia returns to discuss how he cultivates those moments by understanding what his ideal client wants out of a food experience. He shares how he overcame the fears and uncertainties that come with entrepreneurship by focusing on his vision of a stronger community connected by food. Tune in to discover why transparency is key and how you can create a cohesive, on-brand message for all prospects by focusing on your ideal client first.

Some highlights of what we cover:

• How to categorize and identify ideal client behavior
• How Daniel’s “in the moment” style raises the stakes of a dining experience
• Why it’s critical to look at your business and ask how can it be a bigger platform to support other creators
• The importance of collaborating with “competitors” to build a tight-knit community of sustainable businesses who support each other

If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host of Uncooked specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or email her at: [email protected].

About Chef Daniel Sabia:

After two decades of experience in fine-dining professional kitchens and luxury events, Chef Daniel Sabia established Wood Fire Food in 2018 with a desire to cultivate deeper connections between food producers and eaters by blending his passion for design, open fire cooking, community, and localized food, to transform the dining experience.

If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

Check out Wood Fire Food here:

• Website: https://www.woodfirefoodco.com/
• Email: [email protected]
• Pinterest: https://www.pinterest.com/woodfirefood/_created/
• Instagram: https://www.facebook.com/WoodFireFood.co
• Daniel Instagram:https://www.instagram.com/danieltasabia/
• Facebook: https://www.instagram.com/wood_fire_food/?hl=en
• TikTok: https://vm.tiktok.com/ZMRoDvuJL/
• Youtube: https://www.youtube.com/channel/UCWg2POr8sjoJSp134Z4GmRQ
• Linked-In: https://www.linkedin.com/company/wood-fire-food/?viewAsMember=true
• The Knot: https://www.theknot.com/marketplace/wood-fire-food-tarrytown-ny-2042322
• Wedding Wire: https://www.weddingwire.com/biz/wood-fire-food/3abc427b49862bec.html

Linktree: https://linktr.ee/wood_fire_food

See omnystudio.com/listener for privacy information.

Why would you hire just any food catering company, when you can hire a team dedicated to building memories around three simple ingredients: wood, fire and food? This week I’m sitting down with Chef Daniel Sabia, founder of the full-service, farm-to-table experiential caterer called Wood Fire Food Company. He shares how he built a successful business through word-of-mouth, Instagram, and letting his food tell the story. Tune in to discover how highly curated customer experiences and a solid Instagram grid, created anticipation and excitement that fueled their fast-paced growth.

Some highlights of what we cover:

• Why it’s important to listen to where your business journey is taking you
• The benefits of using brand purpose to filter out business you DON’T want
• How your history can impact your brand values
• How you can start a business by knowing what you hate and doing the opposite

About Chef Daniel Sabia:

After two decades of experience in fine-dining professional kitchens and luxury events, Chef Daniel Sabia established Wood Fire Food in 2018 with a desire to cultivate deeper connections between food producers and eaters by blending his passion for design, open fire cooking, community, and localized food, to transform the dining experience.

If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

Check out Wood Fire Food here:

• Website: https://www.woodfirefoodco.com/
• Email: [email protected]
• Pinterest: https://www.pinterest.com/woodfirefood/_created/
• Instagram: https://www.facebook.com/WoodFireFood.co
• Daniel Instagram:https://www.instagram.com/danieltasabia/
• Facebook: https://www.instagram.com/wood_fire_food/?hl=en
• TikTok: https://vm.tiktok.com/ZMRoDvuJL/
• Youtube: https://www.youtube.com/channel/UCWg2POr8sjoJSp134Z4GmRQ
• Linked-In: https://www.linkedin.com/company/wood-fire-food/?viewAsMember=true
• The Knot: https://www.theknot.com/marketplace/wood-fire-food-tarrytown-ny-2042322
• Wedding Wire: https://www.weddingwire.com/biz/wood-fire-food/3abc427b49862bec.html
• Linktree: https://linktr.ee/wood_fire_food

See omnystudio.com/listener for privacy information.

Shellise Josephs and Kadene Brown return to discuss how they created a product based on purpose and value for Black women. During our discussion, Shellise and Kadene share the importance of marketplace disruption, their desire to collaborate and other black beauty brands, and how to develop and navigate relationships with customers and collaborators alike.  

Some highlights of what we cover:

• Why it’s important to surround your business with supportive advisors
• How representation in an under-served market creates brand loyalty
• Why “community over competition” isn’t just a buzzword
• How to develop a sound launch strategy with customer representation in mind

Check them out: https://beutymrkd.com/

About Shellise and Kadene:

Shellise Josephs is the Co-Founder of BE.U.TYRK.D and an Executive Director at Morgan Stanley. Shellise has a B.S. in Finance from the University at Buffalo and an M.S. in Finance from John Hopkins University. She has over 10 years of experience in Financial Services and Consumer Regulations.

You can connect with Shellise via Linkedin:

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

Kadene Brown is the Co-Founder of BE.U.TYMRK.D and a Senior Manager at Morgan Stanley. Kadene has a B.S. in Finance and Marketing from Suffolk University and an MBA from Fordham University. She has over 10 years of experience in Financial Services and Big 4 Consulting.

You can connect with Kadene via Linkedin:

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

If you’re a brand who needs a strategic unlock, contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

See omnystudio.com/listener for privacy information.

Imagine always visiting a beauty counter, only to leave empty handed because there aren’t any products for your skin tone. Today I’m speaking with co-founders Shellise Josephs and Kadene Brown of the company they call BE.U.TYMRK.D. It’s an online marketplace that curates beauty products for black women, so they can be exposed to black beauty brands often missing in retail. We discuss how their accidental meeting in a ladies room led them to partnering up to better address representation for women of color in the beauty industry.

Some highlights of what we cover:

• How their curated subscription boxes are a creative solve to a long-standing problem
• Why it’s critical for customers to see themselves in a brand’s promise
• How equal product representation starts with inclusive hiring at the brand, retail and ad agency levels

Check them out: https://beutymrkd.com/

About Shellise and Kadene:

Shellise Josephs is the Co-Founder of BE.U.TYRK.D and an Executive Director at Morgan Stanley. Shellise has a B.S. in Finance from the University at Buffalo and an M.S. in Finance from John Hopkins University. She has over 10 years of experience in Financial Services and Consumer Regulations.

You can connect with Shellise via Linkedin:

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

Kadene Brown is the Co-Founder of BE.U.TYMRK.D and a Senior Manager at Morgan Stanley. Kadene has a B.S. in Finance and Marketing from Suffolk University and an MBA from Fordham University. She has over 10 years of experience in Financial Services and Big 4 Consulting.

You can connect with Kadene via Linkedin:

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

If you’re a brand who needs a strategic unlock, contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

See omnystudio.com/listener for privacy information.

That urge to give your car a name or buy a dented product because it “looks sad” is the reason why companies invest so much time and energy into the personality of their brand. Today author Prince Ghuman returns to discuss how a compelling brand purpose is making room for smaller brands in the marketing landscape, what a celebrity endorsement can really do in terms of marketing appeal, and how companies are redefining what a brand experience means.

Today we’re discussing how companies use neuromarketing principles to make key decisions about strategy, brand purpose, and how they operate as business.

Here’s what we cover:

• How companies are overcoming mistrust in advertising through experiences
• Why the personification of a brand plays into our basic human instincts
• Ineffective strategies companies are using to create trust that actually do the opposite

About Prince:

Prince Ghuman is the co-founder of Pop Neuro and co-author of the book Blindsight: The Mostly Hidden Ways Marketing Reshapes Our Brains.

His marketing experience has spanned consumer packaged goods, fin-tech, e-commerce, cryptocurrency, and education industries with companies ranging from two-person Silicon Valley startups to publicly traded corporations. The common thread in all of the above is his drive to apply neuroscience to marketing and business strategy. 

You can learn more about Prince:

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

The Book: getbook.at/BLINDSIGHT (case sensitive)

The Bootcamp: www.popneuro.com/neuromarketing-bootcamp

The Blog: www.popneuro.com/neuromarketing-blog

If you’re a brand who needs a strategic unlock, contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].

See omnystudio.com/listener for privacy information.

Neuromarketing is helping brands understand the nuances of what consumers want by reading between the lines of what they say vs. how they act. My guest Prince Ghuman has literally written the book on how to navigate the brain patterns of consumers, and he’s here to tell you all about it. He is the co-author of the fascinating book titled Blindsight: The Mostly Hidden Ways Marketing Reshapes Our Brains.

Today we explore the role that brain science can play in crafting and executing marketing strategy, as well as the key things we’re missing when it comes to understanding our ideal consumer.

Here’s what we cover:

• How neuroimaging can help test campaigns with greater accuracy
• The first step to incorporating neuroscience into your marketing plan
• How neuromarketing addresses Maslow’s Hierarchy of Needs
• The dissonance between what consumers say and what they mean when it comes to feedback

About Prince:

Prince Ghuman is the co-founder of Pop Neuro and co-author of the book Blindsight: The Mostly Hidden Ways Marketing Reshapes Our Brains.

His marketing experience has spanned consumer packaged goods, fin-tech, e-commerce, cryptocurrency, and education industries with companies ranging from two-person Silicon Valley startups to publicly traded corporations. The common thread in all of the above is his drive to apply neuroscience to marketing and business strategy. 

You can learn more about Prince here:

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

The Book: getbook.at/BLINDSIGHT (case sensitive)

The Bootcamp: www.popneuro.com/neuromarketing-bootcamp

The Blog: www.popneuro.com/neuromarketing-blog  

What burning questions do you have about branding and the marketing industry? Leave a review with your question and I’ll pose it to our community. If you’d like to learn more about how I help brands needing a strategic unlock go to www.brandcrudo.com.

See omnystudio.com/listener for privacy information.

The Co-Founders of Leeway Home, Lyle Maltz and Sam Dumas return to discuss the process of developing a brand message and the role it plays in bringing a team together. Listen in as Jacqueline, Lyle, and Sam dive into the nuts and bolts of brand development, translating your idea from cool idea to actual product, and the most efficient way to communicate your ideas with your team.

About Lyle:

A veteran business professional, Lyle Maltz graduated from Yale University, continuing his education at Columbia University, where he received his MBA. After years heading Vera Wang’s global licensing business, he left to gain a greater understanding of consumer insights and market research, and how they could best be used to drive growth strategy. He served as a Director at Kantar, then a part of the WPP family, working with luxury, lifestyle and retail brands to develop their marketing strategies. His clients included Tiffany, Ralph Lauren, Chanel, Estee Lauder, L’oreal and Michael Kors.

Learning from his past professional experience, Lyle saw an opportunity to reinvigorate the dusty tabletop space, a category in which the customer experience hadn’t changed in decades. By developing a deeper understanding of today’s consumer and their modern mindset, Lyle is excited to build Leeway into a brand that seeks to understand the consumer and what they want.

About Sam:

An influencer in his own right, Sam Dumas began his career at Vanity Fair Magazine, climbing the ranks in a few short years to become the experiential lead for the magazine’s top events & initiatives.

In January of 2018, Sam was tapped by Bumble CEO & Founder Whitney Wolfe Herd to become Co-Founder and Head of Brand of Chappy, Bumble’s Gay Dating app. Sam built Chappy into a strong stand-alone brand that helped re-define digital dating amongst gay men. In late 2019, as part of Blackstone Group purchase of Magic Lab, the umbrella company that owned both Bumble and Chappy, Chappy’s user base merged with Bumble’s under a single, more inclusive app. Sam stayed on as LGBTQ advisor to Bumble to ensure a thoughtful and strategic transition, while setting his sights on his next startup.

As an avid consumer of the homewares category, and armed with the passion ignited by his previous roles with brand building, he set his sights on building the next experience-led, consumer driven lifestyle brand that addresses the needs of the home customer.

About Leeway Home:

Leeway Home is a direct-to-consumer homewares brand rewriting the rules of home, starting with all-in-one kits to set your table. We combine ceramics, glassware and flatware into simple boxes, thoughtfully designed for you and how you live. Whether you’re in a big city or a small town, single or married, an at-home cook or professional takeout orderer, everyone has a seat at the table with Leeway Home. You do you—we’ll do the rest.

You can learn more about Leeway Home here: https://leewayhome.co/

What burning questions do you have about branding and the marketing industry? Leave a review with your question and I’ll pose it to our community. If you’d like to learn more about how I help brands needing a strategic unlock go to www.brandcrudo.com.

See omnystudio.com/listener for privacy information.

On today’s episode of Uncooked Co-Founders of Leeway Home, Lyle Maltz and Sam Dumas, share how they customized their business model to meet the rising needs of non-traditional buying habits of today’s generation of consumers. Listen in as Jacqueline, Lyle, and Sam explore consumer needs vs. societal expectations, creating a business built on personal beliefs, and the importance of understanding your Brand Purpose in order to create a product your consumer loves.

About Lyle:

A veteran business professional, Lyle Maltz graduated from Yale University, continuing his education at Columbia University, where he received his MBA. After years heading Vera Wang’s global licensing business, he left to gain a greater understanding of consumer insights and market research, and how they could best be used to drive growth strategy. He served as a Director at Kantar, then a part of the WPP family, working with luxury, lifestyle and retail brands to develop their marketing strategies. His clients included Tiffany, Ralph Lauren, Chanel, Estee Lauder, L’oreal and Michael Kors.

Learning from his past professional experience, Lyle saw an opportunity to reinvigorate the dusty tabletop space, a category in which the customer experience hadn’t changed in decades. By developing a deeper understanding of today’s consumer and their modern mindset, Lyle is excited to build Leeway into a brand that seeks to understand the consumer and what they want.

About Sam:

An influencer in his own right, Sam Dumas began his career at Vanity Fair Magazine, climbing the ranks in a few short years to become the experiential lead for the magazine’s top events & initiatives.

In January of 2018, Sam was tapped by Bumble CEO & Founder Whitney Wolfe Herd to become Co-Founder and Head of Brand of Chappy, Bumble’s Gay Dating app. Sam built Chappy into a strong stand-alone brand that helped re-define digital dating amongst gay men. In late 2019, as part of Blackstone Group purchase of Magic Lab, the umbrella company that owned both Bumble and Chappy, Chappy’s user base merged with Bumble’s under a single, more inclusive app. Sam stayed on as LGBTQ advisor to Bumble to ensure a thoughtful and strategic transition, while setting his sights on his next startup.

As an avid consumer of the homewares category, and armed with the passion ignited by his previous roles with brand building, he set his sights on building the next experience-led, consumer driven lifestyle brand that addresses the needs of the home customer.

About Leeway Home:

Leeway Home is a direct-to-consumer homewares brand rewriting the rules of home, starting with all-in-one kits to set your table. We combine ceramics, glassware and flatware into simple boxes, thoughtfully designed for you and how you live. Whether you’re in a big city or a small town, single or married, an at-home cook or professional takeout orderer, everyone has a seat at the table with Leeway Home. You do you—we’ll do the rest.

You can learn more about Leeway Home here: https://leewayhome.co/

What burning questions do you have about branding and the marketing industry? Leave a review with your question and I’ll pose it to our community. If you’d like to learn more about how I help brands needing a strategic unlock go to www.brandcrudo.com.

See omnystudio.com/listener for privacy information.