How I Built This with Guy Raz Advice Line with Tom Rinks of Sun Bum
10 snips
May 23, 2024 Tom Rinks, co-founder of Sun Bum, shares his wisdom with early-stage founders navigating brand identity challenges. He engages with Wendy, a former comedian promoting a unique sugar scrub, Allyson, a reality TV producer turned trucker hat designer for women, and Zephyrus, an opera performer with a fresh bedtime storytelling device for kids. The conversation highlights the essential role of branding in making emotional connections, innovative marketing strategies, and the importance of storytelling in product development.
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The Importance of Feelings in Branding
- Consumers buy based on feelings and brands evoke those feelings.
- A brand must resonate with the target audience's desired emotions, whether it's coolness, luxury, or practicality.
Branding a Niche Hand Scrub
- Use attention-grabbing language, like "world famous," to make your product stand out.
- Focus on a niche and consistently convey its value proposition.
Baby Bum Nipple Cream Ad
- Tom Rinks had a provocative ad idea for Baby Bum nipple cream: "Your baby sucks."
- The ad, though never released, aimed to grab attention in a crowded market.