The GaryVee Audio Experience How Leaders Can Create Happiness in a Company with Brandin Cohen
Oct 12, 2019
Brandin Cohen, the Founder and CEO of Liquid IV, shares his journey from a passion for hydration to leading a thriving national brand. He discusses the importance of improvisation in media and business, emphasizing authentic storytelling in marketing. Brandin reflects on the balance of seizing growth opportunities while staying true to core values. He highlights how helping others can drive happiness in leadership and advocates for building strong relationships as a foundation for success.
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Liquid IV Origin
- Brandin Cohen's Liquid IV started as a healthier alternative to Pedialyte.
- He initially sold it at one Whole Foods, sampling every weekend, and quickly became a top seller.
Leverage Strengths
- Focus on your strengths when starting a business.
- Brandin leveraged his people skills to secure retail partnerships, proving his concept before focusing on DTC.
Retail Credibility
- Brandin's retail-first approach provided credibility, attracting investors and differentiating Liquid IV from DTC competitors.
- This strategy helped build a strong foundation before expanding to online channels.
