Most ad agencies have clients. That’s not exactly the case with Bullish Inc.
Started in 2015 by Michael Duda and Brent Vartan, the co-founders of Bullish asked a provocative “what if” question that re-envisioned what an agency could be to help maximize a new brand’s success.
Their question: “What if we invested in early stage brands by providing actual money along with world-class strategic and creative services?”
That question and their counterintuitive approach to brand-building has led to some impressive results for brands like Warby Parker, Harry’s, Casper, Peloton, Hu, Care/of, Nom Nom, and many more.
Some of my favorite aha moments talking with Brent include:
- Exploring immutable human desires like family, honor, idealism as key starting points for brand-building.
- The role of vengeance as a rallying cry for brands and consumers
- How chasing after the lowest cost per acquisition is not always the best way to grow a brand
- The evolution of ecommerce to consultative commerce
- Brent’s secrets for getting consumers let down their guard during research
Show Notes:
Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.
Jolly Rancher and the Jolly Rancher
Sunday Lawns - The Old Way Campaign Spot
The Psychology of Columbo
Brent’s favorite recent book - Never Split the Difference by Chris Voss
