In this episode of Voices of Venture Muse Club, we’re joined by Michelle Koh – co-founder of SAYA and one of the sharpest voices in brand growth strategy across Asia. Michelle and I go deep into the new rules of building cult consumer brands - from ditching global aspirations to designing belonging at scale.
Whether you're a brand founder, operator, or an investor trying to understand how modern consumers choose what to love (and buy), this episode is packed with real talk and fresh perspective.
What We Talk About:
- Why “going global” might be the wrong goal in today’s consumer landscape
- The difference between audience, community, and belonging (and why it matters)
- What Sunny’s Face, Fenty, and Dirty Manners are doing right
- How brands confuse engagement with virality—and why that’s a trap
- The real ROI of PR boxes vs loyalty programs
- A breakdown of how Michelle would launch a brand with just $10,000 (percentages, priorities, and pitfalls included)
- Why many brands overuse influencers and underinvest in their own voice
- The one thing your brand needs more than paid ads: a world your customers want to live in
- Plus: our hot take lightning round, where Michelle dishes on the most overrated and underrated strategies in consumer marketing today
🎧 Why You Should Listen:
This episode is a masterclass in modern brand strategy. It challenges the old playbook of building consumer brands and gives you a new lens rooted in authenticity, cultural fluency, community-building, and media thinking.
It’s also a callout to investors: don’t write off ubiquitous, loved brands as “low-margin and boring.” The best consumer investments are hiding in plain sight—if you know how to read the signals.
Whether you're launching your first brand, scaling a portfolio of products, or trying to spot the next breakout investment, you'll leave this episode with actionable frameworks, sharp insights, and a healthy dose of hot takes.
💡 Free Download: Build a World, Not Just a Product – Brand World-building Mini Guide This creative tool helps you map out the universe your brand lives in—from tone and values to rituals and community touchpoints. It’s more than a vibe—it’s your brand’s entire reality, brought to life. Includes a 1-page canvas you can print and fill out with your team.
[→ Download it here]
💡 Free Download: The Anti-Playbook – 7 Outdated Brand Tactics to Ditch in 2025 A sharp, no-fluff guide to the tired brand tactics we’re leaving behind—plus what to do instead. If you’re still running the “hype drop” or “aspirational but empty” playbook, this one’s for you.
[→ Download it here]
🔗 Links & Resources Mentioned:
- Michelle Koh on LinkedIn: Link here
- SAYA (Michelle’s agency): Link here
- Venture Muse Club website: Link here
- VMC Instagram:Link here
🗣️ Let’s Keep the Conversation Going:
What part of this conversation hit hardest for you? Are you rethinking your go-to-market strategy? Want help applying this to your brand or portfolio?
DM me on @imanyaevans or reach out via Linkedin —I’d love to hear your take.
