We Built This Brand

We’re joined by Victory Harbin, the creative force behind The Social Brand in this episode of WBTB. Victory takes us through her journey from art student to marketing expert, sharing the story of her business's natural growth and her passion for purposeful branding and building genuine human connections. Victory opens up about the lessons she learned from trying to scale her business too quickly during the pandemic and underscores the importance of our well-being in achieving true success. We also explore the impact of using artificial intelligence in marketing, as Victory offers her perspective on leveraging technology while maintaining the human element in business strategies.

About Victory Harbin
Victory Harbin owns The Social Brand, a marketing agency in East Tennessee with offices in Knoxville and Johnson City. She loves marketing so much that she's earned over 35 certifications in the field in the last five years. Her agency has helped hundreds of businesses grow, bringing in millions of dollars through effective marketing strategies. Victory speaks on various marketing topics and has worked as a consultant for the Small Business Development Center during the COVID pandemic to help small businesses. She started and sold her first startup by age 26 and now leads a team of 10 marketing experts, serving clients across the country. Victory believes that marketing is all about connecting people and helping small business owners meet their future customers. For her, it's the people that matter most in marketing.

Show Highlights: 

(00:00) Introduction

(01:23) Victory's Entrepreneurship Journey

(03:09) The Origin of The Social Brand

(05:26) Philosophy on Human Connection in Branding

(07:13) Turning Brands into Verbs 

(10:15) The Social Brands Strategy-first marketing approach 

(19:53) Lessons learned from Scaling The Social Brand During The Pandemic

(22:07) The value of Choosing Sustainable Growth and Simplicity In Business

(31:01) Impact of AI on Modern Marketing

(32:55) Victory's Current Favorite Brands and Why 

(34:44) How to connect with Victory 

Links Referenced: 

The Social Brand Website: https://thesocialbrandtn.com/

Victory’s LinkedIn: https://www.linkedin.com/in/victory-harbin/ 

Andrew Ellis, the founder of U Brew Coffee Company, sits down with Chris to discuss his entrepreneurial leap into the coffee business. From the origins of U Brew to Andrew's vision for a coffee community, this episode illuminates the struggles and triumphs of starting a coffee business. Chris and Andrew then embark on an immersive coffee cupping session, giving listeners a taste of U Brew's commitment to their craft and community.

About Andrew Ellis: 

Andrew Ellis is a passionate advocate for specialty coffee and the founder of U Brew Coffee Company. After cutting alcohol from his routine, Andrew discovered a vast opportunity to introduce the craft of specialty coffee to those unfamiliar with it. His mission is to travel the nation, building a community centered around small and micro-roasters, and to bring a diverse array of roasts under one roof. Andrew aims to ignite a passion for coffee in others, one mug at a time, inviting everyone to "Take Control of Your Cup" and experience coffee like never before

Show Highlights: 

(00:00) Introduction 

(02:12) Inspiration Behind U Brew

(05:04) The Story Behind U Brew's Name and Branding

(9:50) Validating the U Brew Business Model

(12:21) Introduction to Coffee Cupping

(18:48)  Expanding U Brew's Product Line

(22:20) Coffee connoisseurs & Andres vision for U Brew

(28:40) The Coffee Cupping Session

(38:44) Andrew's Current Favorite Brand and Why 

(42:36) Closing Remarks

Links: 

U Brew Co Website:https://www.ubrewcoffeeco.com/home

U Brew TikTok:  https://www.tiktok.com/@thatubrewdude

U Brew Facebook: https://www.facebook.com/ubrewcoffeeco 

U Brew Co Instagram: https://www.instagram.com/ubrewcoffee/ 

Dive into the fascinating world of digital innovation with Mat Micheli, co-founder and co-CEO of Viral Nation. This episode takes you on a journey from Viral Nation's roots in 2014 to its emergence as a global leader in digital and social innovation. Mat recounts his entrepreneurial ventures with Joe Gagliese, detailing their shift from a liquidation business to the forefront of social media and influencer marketing.

Explore the complexities of influencer marketing, the role of AI in shaping Viral Nation's services, and the secret behind crafting viral content. This episode is a treasure trove of insights for entrepreneurs and marketers, highlighting the ever-evolving landscape of digital marketing and social media trends.

About Mat Micheli: 

Mat Micheli, a dynamic entrepreneur and Co-CEO of Viral Nation, has transformed the company from an influencer marketing agency into a global digital and social innovation group since its inception in 2014. Under his leadership, Viral Nation has flourished, working with thousands of influencers and major brands like Anheuser-Busch and The Coca-Cola Company. His expertise in athlete influencer marketing and social technologies has earned him features in Business Insider, Forbes, and Vox, as well as the prestigious EY Young Entrepreneur Of The Year award in 2019.

Show Highlights: 

(00:00) Introduction to Mat Micheli and the formation of Viral Nation.

(02:20) The story of Mat's early entrepreneurial efforts and how a chance encounter with Joe Gagliese at university sparked the creation of Viral Nation.

(08:20) The expansion of Viral Nation

(16:00) Viral Nation's approach to selecting influencers, with a special emphasis on the power of niche markets.

(22:45) Viral Nation's support for creators, incorporation monetization strategies and content distribution.

(36:32): The Role of AI in the Creator Ecosystem

(40:28) Mat's admiration for innovative brands like Fanatics and ESPN, and their successful integration into the cultural mainstream.

(43:53) Closing remarks and contact information 

Links Referenced: 

‣ Viral Nation: https://viralnation.com/
‣ Mat Micheli - LinkedIn Profile: https://www.linkedin.com/in/mathewmicheli/
‣ Sportico: https://www.sportico.com/
‣ Fanatics: https://www.fanatics.com/
‣ ESPN on TikTok: https://www.tiktok.com/@espn
‣ Charles Leclerc’s Meta Campaign: https://www.instagram.com/charles_leclerc/reel/C06_4DYRKeE/?hl=en

Embark on a journey of digital transformation with Alex Melen, one of the masterminds behind Smart Sites. In this episode, Alex sheds light on the art of building a powerful personal brand, the intricacies of nurturing a thriving business in the tech-centric marketplace, and his innovative strategies that are shaping the future of digital marketing. 

Listen in as he offers a blend of insightful experiences and groundbreaking ideas, making this episode a treasure trove for entrepreneurs and marketers eager to understand the future of digital marketing.

About Alex Melen

Meet Alex Melen, the dynamic Co-CEO and CFO of SmartSites, an influential player in the digital media realm with a career spanning over a decade. Alex is the visionary founder of T35 Hosting, a pioneering free web hosting service from the late 1990s. His expertise expanded while leading digital analytics for Walmart at Starcom MediaVest Group.

Alex's entrepreneurial flair has earned him widespread recognition. He's been featured in prestigious publications like BusinessWeek and Forbes. Celebrated as one of America's top young entrepreneurs, Young Biz Magazine listed him as #19 in the U.S. His academic journey at Babson College, renowned for entrepreneurship, concluded with honors and the esteemed Babson Student Business Initiative Award.

Alex's story is one of innovation, foresight, and remarkable achievements, making him an exciting guest on "We Built This Brand," where he shares his insights into the evolution and success of digital enterprises.

Highlighted Timestamps from the Podcast

(00:00) Intro: Chris Hill introduces the episode of "We Built This Brand" featuring Alex Melen, founder of Smart Sites.

(01:10) The Birth of Smart Sites: Alex Melen describes the premier of Smart Sites and its early days, highlighting bringing digital solutions to small, medium sized business who don't have access. 

(07:45) The Personal Branding Journey: Alex delves into the importance of personal branding and how it has played a pivotal role in his career and Smart Sites' success.

(9:20) Navigating Entrepreneurial Challenges: A light-hearted moment where Alex humorously recounts the unexpected challenges he faced in his entrepreneurial journey.

(13:50) Leveraging Tech Innovations: Insightful discussion on how Alex and Smart Sites have utilized technological advancements to stay ahead in the digital marketing industry.

(18:35) Building a Digital Empire: Alex discusses the strategies and decisions that were instrumental in scaling Smart Sites into a digital marketing powerhouse. Navigating the challenges and finding what’s right for your business. 

(22:10) Future of Digital Marketing: Alex provides his thoughts on the future trends in digital marketing and how businesses need to adapt.

(34:00) Writing a book to streamline your thoughts: Alex discusses the impact and learning experiences from publishing his book.

(47:45) Closing Remarks: Chris and Alex wrap up the episode with final thoughts and where listeners can find more information about Smart Sites and Alex Melen.

🔗 Connect with Alex Melen:

• Alex Melen’s LinkedIn
• Smart Sites Website
• Alex Melen’s Book: Automotive Research Marketing

In this episode of We Built This Brand, Chris introduces Ozzy Garner, the founder of Advirtis. Ozzy shares his startup journey, from launching his business during the pandemic to celebrating crucial milestones like finding the talent. He emphasizes the importance of learning time management skills, finding work-life balance as an entrepreneur, and his plans for the future of Advirtis. This engaging conversation offers insights into building a brand as a bootstrapped business, the value of specializing as a white-label marketing agency, and optimistic perspectives on the role of AI in the marketing industry.

Show Notes
(00:00) Intro

(01:21) Chris introduces Ozzy, and Ozzy explains how he started Advirtis during the pandemic

(04:22) How Ozzy has found work-life balance as the founder and CEO of a start-up

(08:44) The choices Ozzy made in the early days of Advirtis to launch his business completely bootstrapped

(14:41) Why Ozzy celebrated finding the right talent for his business

(16:45) Chris and Ozzy discuss the importance of celebrating wins as a business and Ozzy shares a recent, interesting win at Advirtis

(17:58) The reasons Ozzy started Advirtis and how he looks to serve his clients 

(21:22) Where the name Advirtis came from and Ozzy’s thought process behind the origins of the brand

(22:33) Why Ozzy chose to specialize as a white-label marketing agency

(27:04) Ozzy’s thoughts on AI and up-and-coming technologies in the marketing industry

(29:37) Ozzy’s plans for the future of Advirtis 

(30:41) The brand that Ozzy is loving right now

Links:

• Advirtis: https://www.advirtis.com/
• Zack Roskop Episode: https://www.webuiltthisbrand.com/crafting-a-community-based-brand-with-zack-roskop/
• Buy Back Your Time: https://www.amazon.com/Buy-Back-Your-Time-Unstuck-ebook/dp/B09Y55GLXJ
• Coconoats Energy Bites: https://www.eatcoconoats.com/
• Personal LinkedIn: https://www.linkedin.com/in/ozzy-garner-4a185a163/
• Advirtis LinkedIn: https://www.linkedin.com/company/advirtis/

• (00:00) - Intro

Kelly Fletcher is the owner of Fletcher Marketing PR, an agency that has worked with brands of all sizes, from local businesses to Fortune 500 companies. On this episode of We Built This Brand, Kelly shares why she feels business is personal, and the mindset that she’s built to overcome the setbacks and challenges of building an agency from scratch. Chris and Kelly explore how the skills for building a brand and building a business differ, and Kelly shares why it was important to her to focus on selling the value of her team’s expertise rather than their time, as well as the importance of always looking forward towards new technologies and opportunities to maintain a constant edge above the competition. 

Highlights:

(00:00) Intro

(01:35) Chris introduces Kelly, and she explains how she got her start in PR and Marketing

(05:14) How Kelly relates her performing arts background to her success as an entrepreneur 

(06:20) Kelly and Chris discuss maintaining a healthy mindset as an entrepreneur

(18:10) Kelly’s early career 

(23:49) Kelly describes how her PR skills and business skills differed

(28:30) The steps that Kelly took to set herself up for success when starting her own agency 

(34:17) How Kelly keeps her agency forward-looking and moving in the right direction

(37:17) Why Kelly shifted from selling time to intellectual capital

(41:30) Kelly on the skepticism needed when evaluating agencies

(47:22) What the future of Fletcher Communications looks like

(54:10) Why Kelly can’t stand influencer marketing

(56:32) Kelly’s favorite brands right now

(59:17) Where you can find out more about Kelly, her podcast Ms. InterPReted, and Fletcher Marketing PR

Links Referenced:

• Website: https://www.fletchermarketingpr.com/
• LinkedIn: https://www.linkedin.com/in/kelly-fletcher-fprca-bb2b966/
• Email: [email protected]

Brandon Bruce is the CEO and Co-Founder of Uncat, but he’s also a co-founder of multiple brands and businesses. On this episode of We Built This Brand, Brandon shares what drew him to serial entrepreneurship, and how he’s successfully scaled his approach to branding across multiple endeavors. Chris and Brandon explore the inherent risk of starting a business, and how permission-based marketing and relationship building are key when building up brand awareness. 

Highlights:

(00:00) Intro

(01:10) Chris introduces Brandon, who is the CEO and Co-Founder of Uncat and a prolific Knoxville entrepreneur, and Brandon shares the story of how he and Chris met

(05:15) Brandon shares how he got started on his journey of founding multiple successful businesses and brands

(07:34) Why being an end user before developing a product for that end user is advantageous

(10:43) Brandon shares how he approached branding when he was first starting out with Cirrus Insight

(16:11) Chris and Brandon explore the importance of having a unique name and how to handle it when you encounter other brands with a similar name

(17:47) How Brandon made the choice to sell his first business, and the thought process behind that decision

(21:00) What Brandon did after successfully selling his first start-up

(24:19) How the projects Brandon took on during his break wound up developing into various brands and organizations

(32:10) Brandon shares what he’s working on at Uncat

(40:08) Chris and Brandon explore the power of permission-based marketing and relationship-building in marketing a brand

(45:38) The challenge of identifying which marketing strategies are most effective for promoting your brand

(52:45) The brands that Brandon is loving right now

Links Referenced:

• Uncat: https://www.uncat.com/
• Startup Knox: https://startupknox.com/
• KTech: https://www.knoxtech.org/
• Knoxville Entrepreneur Center: https://knoxec.com/
• Email: [email protected]

Asterios Kokkinos, a freelance creative director and copywriter who works in the advertising industry, joins me on this episode of We Built This Brand to discuss one of the most challenging and critical elements of building a brand - getting people to pay attention to you. Asterios shares how he was able to break into advertising through his stand-up comedy career, and how humor not only helps develop effective content but also drives relationships and projects forward. We discuss the risks brands take when advertising in a highly-politicized culture, and the different strategies brands will take to either mitigate or embrace risk depending on their positioning. Asterios also gives an insightful look into his creative process, including the approach he takes for effective B2B sales copy that makes it the easiest form of content for him to create.

Highlights:

(00:00) Intro

(01:29) Chris introduces Asterios, who is a freelance copywriter and creative director in advertising

(02:53) How Asterios wound up going from stand-up comedy to advertising 

(06:42) Asterios explains how creating a viral video comes with inherent risk

(11:06) How positioning can reduce or even eliminate the risk of traditional advertising

(13:23) Chris and Asterios discuss the recent Bud Light controversy and the phenomenon of seeing market leaders struggle in our fast-moving culture

(20:30) Asterios describes how so-called “edgy” brands are using the illusion of edge, but not actually risking controversy

(23:20) Chris and Asterios discuss the political minefields that exist in advertising today and how risk is often avoided by the fact that most advertising ideas don’t come to fruition

(27:01) Asterios’ creative process for coming up with advertising pitches

(31:05) How Asterios approaches sales content writing and why he feels it’s the easiest content to write

(37:08) Asterios’ favorite brand right now and why he feels their advertising strategy strikes a good balance

About Asterios

Asterios Kokkinos is an advertising creative with nearly fifteen years of experience writing for the biggest companies on the planet. He enjoys Babylon 5, yelling at the TV with his elderly father, and naps.

Links Referenced:

• LinkedIn: https://www.linkedin.com/in/asterioskokkinos/
• The Loudest Podcast: https://www.asteriospodcasts.com/
• Loudest Podcast: https://www.youtube.com/@theloudestpodcast

Transcript

Chris: What’s up, We Built This Brand listeners? This is your host, Chris Hill. And today we’re talking to Asterios Kokkinos. He is a freelance writer who has done a lot of writing in advertising and marketing over the years and worked with some huge brands. He’s worked on viral marketing campaigns—and yes, I do mean actual viral content—and has a very interesting career balance between having a background in comedy and a writing background that has helped him to create some very interesting, influential campaigns.

So unfortunately, we couldn’t talk a lot of detail about the brands he worked with specifically, but, you know, can look him up on LinkedIn, you’ll get a feel for what he does. We’ll include a link here if he’ll let us. This was a great interview with Asterios. It’s very wide-ranging, so be prepared. We go all over the place, we talk about what makes content viral, how he got his start in advertising, if he was a stand-up comic in LA, how did he end up in New York, and everything that happened in between.

It’s quite the journey that he’s had with his career and we talk a little bit about that. We also talk about what it takes to be edgy in this day and age and why it’s better to play things safe or, frankly, why it’s not better to play things safe and when to take risks and when not to within advertising. So overall, I really enjoyed this conversation and I think you will, too, so let’s get into it.

Chris: Welcome to We Built This Brand. I’m excited to be joined today by Asterios Kokkinos.

Asterios: Hello.

Chris: Asterios, thank you for joining me.

Asterios: Thanks for having me.

Chris: Yeah, man. Asterios is a freelance copywriter and creative director, and honestly, he’s an all-around cool guy. I’ve gotten to know him through one of my employees, John Zwick, and we actually share him as an editor. And he’s been great for both of us. And he was like, “You two need to talk. I just think you’d have a fun time talking.”

And Asterios knows a ton about branding. He’s worked for some big brands, and we’ll just—yeah, I’ll just let you take it away from here and share a little bit about yourself. So Asterios, welcome.

Asterios: Thank you for having me. Yeah, look, if you want to know about me. I’m a copywriter, I’m a creative director, I’m like an ad guy, advertising guy. And I’ve worked with some of the biggest brands on planet Earth. And I cannot tell you their names, but you’ve heard of them. You might be drinking them right now. These products may be in your house, improving your kids’ health and safety. Look out for these great brands.

And, yeah, I write TV commercials and I do big campaigns and I pitch big crazy PR stunts and stuff that goes viral, and I have a lot of fun doing it.

Chris: That’s right. That’s right. So, we’re going to dive into a lot of that tonight and talk about the creative side of branding, the creative side of marketing, creating these campaigns, and doing all of that. So, let’s start way back. What did you really want to be when you grew up when you were first—yeah, when you were a kid?

Asterios: Well, when I was young, I thought it’d be pretty cool to be a baseball player. Didn’t work out because baseball players are notoriously uncool. They’re just—I don’t know, there’s not a lot of baseball player swag, you know? Basketball players, football play—look, with basketball and football players, they’re like the elites. They’re immediately celebrities.

And then with hockey players, it’s like, oh, it’s like the working man’s profession. Oh, they make good husbands. Baseball players, oh, you’re stuck somewhere in the middle. So, it didn’t work out with baseball. So instead, I started doing comedy, stand-up comedy, things like that.

And I was like the only Asian American stand-up comedian in Los Angeles who had the build to play Genghis Khan in a series of viral videos for Hungry Man Dinners, where Genghis Khan [laugh] time-travels in a magical freezer to the far future and discovers Hungry Man Dinners and thinks they’re awesome.

Chris: Wow. You know, I can actually see it though, now that you say that.

Asterios: Google ‘Genghis Khan Asterios Kokkinos.’ I think you’ll [laugh] you’ll see a lot of pictures of me in a $10,000 costume and—well, got, that costume cost way more than I did. And so, yeah. And so, there were like no other Asian American comedians who are, like, beefy in town. They’re all too tiny. So, I just got the part.

Like, I didn’t audition. Like, they gave me the role. And I was like, “Then I will do it.” And then they were like, “Well, you’re a comedian. Why don’t you ...

When the KnoxDevs community heard there was not a plan for a tech conference this year, they decided to launch their own: Devmoot. This is more than just a spur-of-the-moment decision though. Devmoot is the culmination of years of community building by KnoxDevs.

In this episode, Chris interviews two of the leading Devmoot (and KnoxDevs) founders, Adrian Carr and Cody Lambert, about starting the KnoxDevs community and the Devmoot conference. Adrian and Cody of KnoxDevs explain how they managed to build such an engaged community in a niche area, and how they’ve kept it going throughout the years.

In addition, Chris also sits down with Devmoot’s keynote speaker, Jeff Prosise, who is the Chief AI Officer for Atmosera. Jeff offers insights into how he built his personal brand, and what he’d do differently if he was building his personal brand from scratch today. Together, these interviews offer fascinating insights to the tech brand builders of today and present a compelling picture of how to host a conference event that speaks to the local community, tech leaders, and entrepreneurs.

Get your tickets to Devmoot on Friday, September 15th, today: https://devmoot.com/tickets/

Highlights
(00:00) Intro

(01:17) Chris introduces Adrian Carr & Cody Lambert, Founders of KnoxDevs

(02:56) Adrian and Cody explain what KnoxDevs is, and how they started a grassroots tech community

(07:03) How KnoxDevs kept the community growing through the pandemic, which affected the ability to attend local meetups. 

(10:32) How KnoxDevs came up with the idea to host the Devmoot conference, and their tenets for the event

(14:41) Why it’s important to understand your individual impact on your community when building a brand

(17:29) What people can expect from the Devmoot conference and where to register

(21:36) Chris introduces Jeff Prosise, Chief Artificial Intelligence Officer at Atmosera, for part 2 of this episode

(22:09) How Jeff got his start as an engineer and wound up with a career as a writer, consultant, and entrepreneur

(27:04) The different topics Jeff has written books on, and how he went about becoming a technical writer

(34:48) The advice Jeff would give to a developer who is looking to build up their personal brand

(39:20) What Jeff’s role as Chief AI Officer at Atmosera entails

(43:04) Jeff’s observations on the main misconceptions people have about AI

(51:52) The view that Jeff takes on how AI will impact careers

(1:09:51) How Jeff incorporates his early career as a mechanical aerospace engineer into a unique hobby

(1:13:50) What brand Jeff is loving right now

Links Referenced

• KnoxDevs: https://knoxdevs.com/
• Devmoot website: https://devmoot.com
• Programming Microsoft .NET: https://www.amazon.com/Programming-Microsoft-NET-Developer-Reference/dp/0735613761/
• Applied Machine Learning and AI for Engineers: https://www.amazon.com/Applied-Machine-Learning-Engineers-Algorithmically/dp/1492098051
• Applied Machine Learning and AI for Engineers: https://www.amazon.com/Applied-Machine-Learning-Engineers-Algorithmically/dp/1492098051

Zack Roskop is the owner of Knox Brew Tours and Knox Brew Hub, and while people might know him as a local craft beer expert, what many don’t realize is he’s also a natural-born marketer. On this episode of We Built This Brand, Chris and Zack discuss how Zack went from being a full-time musician with a crazy idea, to building out multiple successful businesses in his Knox Brew brand. Zack explains why his goal is to be a best friend to the local brewers in the Knoxville area, and how he has built a passionate community around his brands. Chris and Zack also explore the risks that Zack has taken to build his brands, and Zack shares why he feels that good brands and good beers can be polarizing.

Highlights

(00:00) Intro

(01:10) Zack and Chris sit down at Knox Brew Hub to share a local beer and Zack shares a Knox Brew Hub secret

(03:01) Zack explains the goals of Knox Brew Hub 

(04:10) How Zack started his iconic “Knox Brew” brands 

(08:35) Why Zack decided to start a bar in 12 days, in the middle of the COVID-19 pandemic

(12:57) Zack describes how his parents’ career helped prepare him for the opportunities that Knox Brew Hub presented

(15:12) The two problems that Zack is looking to solve for in the downtown Knoxville area

(18:10) Where Zack’s passion for craft beer started

(20:32) Chris and Zack reminisce on the origins of Knox Brew Tours 

(24:20) Why Zack doesn’t call Knox Brew Hub a pub, and how he’s built a community around his brands

(27:55) How Zack builds awareness for his events and draws people to Knox Brew Hub

(33:07) What brand Zack is intrigued by right now, and why he feels powerful brands tend to be a bit polarizing

(37:50) Why Zack feels the most important part of a brewery has changed over the past few years

About Zack

Zack started Knox Brew Tours in the fall of 2014 to combine his love of people, the city of Knoxville and local beer! In 2020, the tour company expanded to a local craft beer bar in the heart of downtown Knoxville. Knox Brew Hub is not only the Hub for the tour company but also a visitors center for local beer!

Links Referenced

• Knox Brew Stories: https://www.knoxbrewstories.com/
• Our Humble Beer Podcast Episode with Knox Brew Tours: https://www.humblebeerpodcast.com/tn-beer-run-part-1/
• Knox Brew Hub: https://knoxbrewhub.com
• Knox Brew Tours: https://knoxbrewtours.com

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