The Marketing Millennials
219 - The Power of Great Brand-Building, with Chubbies Co-Founder, Preston Rutherford
Dec 12, 2023
Preston Rutherford, Co-Founder of Chubbies, talks about the power of great brand-building and how metrics and feedback loops can measure its success. He shares insights on how Chubbies consistently creates shareable content, challenges the status quo, and emphasizes the importance of authentic and valuable content for building trust with the audience.
41:47
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Quick takeaways
- Brand building is the #1 factor in distinguishing your brand from competitors and should be measured for long-term revenue and profitability.
- Differentiating from competitors requires challenging the status quo, changing people's perception of the brand, and maintaining consistent messaging aligned with core values.
Deep dives
Changing the Approach to Brand Building
One of the key insights from the podcast episode is the need to shift the approach to brand building. It was highlighted that only 5% of the audience is actively in the market for a product, while 95% are not. This realization led to a shift in focus from incessant product promotions to a more balanced approach that includes brand building. The importance of building a resilient baseline of revenue through organic channels was emphasized, along with the need to turn off ads and still have a sustainable business. The key takeaway was the need to measure and quantify the impact of brand building activities on long-term revenue and profitability.
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