Entrepreneurs on Fire
Why Your Branding Needs to Take a Digital First Approach with Allison Ellsworth: An EOFire Classic from 2021
Oct 13, 2024
In this engaging discussion, Allison Ellsworth, Co-founder and Chief Brand Officer of Poppi, shares insights from her rapid growth journey in the prebiotic soda market. She emphasizes the necessity of a digital-first branding approach and highlights the balance of family life with business success. The importance of influencer marketing is explored, revealing strategies for authentic engagement. Allison also delves into adapting to market demands, focusing on market share over immediate profits, and the transformative power of genuine connections in the digital landscape.
25:40
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Quick takeaways
- Adopting a digital-first approach is crucial for brands to thrive in today's competitive market, as demonstrated by Poppi's success during the pandemic.
- Leveraging influencer marketing, particularly through authentic connections, enhances brand trust and engagement, as seen in Poppi's growth strategy.
Deep dives
The Importance of Digital-First Branding
Brands today must adopt a digital-first approach to remain competitive in a rapidly evolving market. Poppy, a prebiotic soda brand, exemplifies this strategy by launching during the pandemic when other retail avenues were unavailable. This decision to focus on digital channels from the outset allowed Poppy to thrive when consumers pivoted to online shopping. The result has been a significant boost in brand visibility and sales, showcasing the effectiveness of a digital-first mindset.
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