The Turning Pro Podcast #089: How He Used Organic Content to Build a Brand from Scratch
Jul 17, 2025
London Glorfield, co-founder and CEO of the retro-inspired tech brand Kickback, shares his fascinating journey from a teenage music star to a visionary entrepreneur. He dives into the challenges of building a brand in a digital age, stressing the importance of meaningful connections over phone addiction. London recounts the tariff struggles that nearly derailed the company and discusses creativity's true demands. He emphasizes crafting a brand that resonates with Gen Z while navigating family dynamics in business, all in pursuit of a life less tethered to screens.
AI Snips
Chapters
Transcript
Episode notes
Clear Enemy Boosts Brand Growth
- It's easier to build a brand with a clear enemy opposing the mainstream trend.
- Phone addiction and big tech serve as powerful enemies for a brand promoting unplugging.
Tariff Hike Nearly Broke Business
- A sudden 145% tariff hike drastically increased Kickback's import costs overnight.
- This shock led to rethinking pricing, retail plans, and business resilience amid economic uncertainty.
From Teenage Music Star to Founder
- London built a fanbase touring Asia, signed to RCA Records at 17, and played venues like Terminal 5 sold out.
- His music connected globally through the internet, even in countries he'd never visited.