DTC POD: How The Best Brands Are Built

#184 - Jake Karls, Midday Squares: How to turn your brand into an influencer with content marketing

Apr 5, 2022

51:29

Mid-Day Squares is the healthy chocolate bar company that’s built a name for itself through its bold content. Today on the pod, Ramon and Blaine are joined by the architect of Mid-Day’s brand voice & content strategy, Jake Karls, better known as the “Rainmaker” at MDS. As a Rainmaker, Jake is out there developing critical relationships with multiple stakeholders (i.e., press, investors, customers, etc.), cultivating the brand’s personality, and getting people excited about MDS.

1:17 - 4:27 Idea for Mid-Day Squares

4:55 - 7:38 Forming Mid-Days Content Strategy

10:07 - 10:55 Creating a Personality

11:48 - 13:32 Highs and Lows of Documenting Everything

14:00 - 17:55 Turning customers into fans

18:24 - 20:37 Celebrity Package Goods

20:58 - 23:42 Jake’s background and being a Rainmaker

25:14 - 30:46 Misunderstood and Hershey’s lawsuit

31:26 - 34:00 Getting everyone on board and therapy

34:45 - 38:00 Financing Content

38:13 - 42:33 Motivating young people

43:12 - 47:42 Evolution of MDS & DTC sales