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

R. Elie Kaunfer on Parashat Pinhas: Fixed and Spontaneous Words of Prayer