Branding Is an Insurance Layer for a Company

Gardar Stefansson co-founded Good Good, a company from Iceland that makes waves around the globe with its no-sugar-added breakfast and brunch products.

To me, startups like Good Good are extremely exciting since they have to embody all the components of great brand strategy: From starting with a niche product for a niche audience - while allowing the brand name and design to survive any pivots - to shared values, a great name, impactful design, all the way to creating a tribe that the big competitors can’t steal away from you. And doing so from a nordic island.

Gardar and I talk about all of that and it is a wonderful story of accidental - as well as planned - brand success with many insights marketers and founders alike can learn from.