The James Brand (P.2): What We Carry Every Day Tells a Story

This week we explore the intricacies of launching a small business, the power of quality ingredients, and the importance of having a clear purpose with Vikki Krinsky, Chef and Founder of VK Energy Bar. A young actress turned private chef for Hollywood celebrities, Vikki was driven by keeping her client’s energy high and nutrition balanced on grueling days on set. The idea for VK Energy Bars was born when Vikki was tasked to rescue Seth MacFarlane from his caffeine obsession during the filming of his TV show.   Today as a chef and entrepreneur, Vikki is focused on changing the way we think about energy and nutrition. Harnessing the power of energy dynamo Vitamin B12, VK Energy Bars are delicious and thoughtfully made for busy people and long days. Vikki shares invaluable insights from her entrepreneurial journey, from overcoming manufacturing hurdles to staying focused on her mission to elevate everyone’s day with good energy. Her story is a testament to the power of perseverance and intention.   Key highlights of what we cover: How bootstrapping, passion and self-discovery shaped Vikki's business journey How taking bets on yourself is the best gamble of all Why focus + perseverance is the secret formula every business owner needs   About our Guest: Vikki Krinsky's journey from the competitive soccer fields to the vibrant world of Hollywood reflects a story of resilience and determination. Originating from South Africa and later settling in Canada, she transitioned from the unpredictability of acting to mastering the culinary arts, earning respect among Hollywood's elite. Throughout her career, she has served renowned celebrities, athletes, and executives, accumulating a wealth of experience and expertise. Motivated by a desire to extend her impact beyond Hollywood, Vikki ventured into entrepreneurship, founding a pioneering Vitamin B12 energy bar company. As a determined solo female founder, she is dedicated to promoting wellness, body positivity, and nutritional balance, sparking conversations that inspire positive change.   You can connect with Vikki on your favorite social platforms @ChefVikkiK or @VKenergybar    Try out VK Energy Bar at www.vkenergybar.com   If you’re a brand looking for market differentiation but don’t know where to begin, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.

In this episode, we’re introduced to the next generation of virtual shopping with Samantha Lerner, the VP of Marketing at Obsess. Obsess builds stunning virtual storefronts that are revolutionizing online shopping experiences for brands such as Coach, Ferragamo, Dyson and Ralph Lauren for example. Samantha shares a mini masterclass on how audience shopping behavior differs in virtual reality and how brands are using Obsess to create deeper relationships with customers.   Key highlights of what we cover: The Power of Creating Emotion with Virtual Reality How to Compete in the Landscape of Virtual Storefronts What the Future of Retail Looks Like with Obsess   About our Guest: Samantha Lerner Kobrin is an audience-obsessed brand storyteller, with a passion for innovation in content and commerce. She has worked across brand, digital and product teams as a marketing leader at celebrated fashion, food and travel brands of varying sizes—from Barneys New York and Elite World Group, to Baked by Melissa and Skyscanner. Samantha is currently the VP of Marketing at Obsess, an experiential e-commerce platform that enables brands and retailers to create immersive, branded, discovery-driven 3D virtual stores on their websites. Obsess has launched over 300 virtual experiences for brands such as Ralph Lauren, Charlotte Tilbury, J.Crew, Corona and more—driving consumer engagement, brand loyalty and conversion.   Connect with Samantha on LinkedIn: https://www.linkedin.com/in/samantha-lerner-kobrin-50866164/   Connect with Obsess on LinkedIn: https://www.linkedin.com/company/10689169/   Visit the Obsess Website: https://obsessar.com/   If you’re a brand looking for market differentiation but don’t know where to begin, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.

This week I’m discussing the power of community with the CMO of Podium Nutrition, Dylan Jones. Podium began by formulating pre and post workout powders born within the CrossFit community. My conversation with Dylan is mini masterclass for how to use audience understanding to make product decisions, develop a marketing strategy and forge like-minded partnerships. Dylan shares insights into how Podium measures customer retention, leveraging the all-important email subscriber list, and how his entrepreneurial ventures fit into his professional purpose. Some highlights of what we cover: How Podium was built from within the CrossFit community Why supplement brands are so hard to trust How Podium places lots of bets and feeds the marketing winner The importance of treating consumers like VIPs when launching a new brand How having a long-term vision relies in being hyper-intentional in business   About Dylan Jones: Dylan Jones is the CMO of PODIUM Nutrition, an omni-channel modern sports nutrition brand, as well as the Founder of Buddies Snacks Company, set to launch very soon with Buddies Gum.   Connect with Dylan on LinkedIn: https://www.linkedin.com/in/jylandones/ Find out more about Podium: https://www.321podium.com/   If you’re a brand looking for market differentiation but don’t know where to begin, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.

Today’s unfiltered truth comes from my guest, Ian Stewart, the CMO of Wedge Brands. Wedge Brands is a Private Equity firm run by surfers, who manages a portfolio of outdoor brands that includes Xcel Wetsuits. Wedge Brands has a unique model, focusing on providing back-office support to share across the brand portfolio, so owners can focus on growth, not logistics. This episode is a masterclass in brand building through e-commerce, from Ian who has done it his entire career. He’s stood behind the most iconic brands of our culture such as Nike, Coca-Cola, Converse, TOMS Shoes and MTV. Don’t miss this conversation where we discuss how to fix your abandon cart rates and convert more customers in the sales funnel. We also digress and touch upon what makes surfing a “Zen” activity. Some highlights of what we cover: How Wedge Brands helps build businesses for the long-term How Ian applies his iconic expertise to the brand portfolio The importance of being a patient and consistent marketer Successful blocking and tackling tactics of an e-commerce business   About Ian Stewart: Ian Stewart is the CMO of Wedge Brands, a private equity firm managing a portfolio of surf and snow brands that includes Xcel Wetsuits. Prior to Wedge, Ian was the CMO of TOMS Shoes, VP Marketing UGG, and VP Marketing Converse. Ian has also worked in marketing roles at MTV and Coca-Cola.   Connect with Ian on Linkedin: https://www.linkedin.com/in/iansb77/ Check out Xcel Wetsuits here: https://xcelwetsuits.com/  Check out here: https://wedgebrands.com/   If you’re a brand looking for market differentiation but don’t know where to begin, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.

We’re ringing in episode 50 with leadership and marketing insights from Global President of Kenneth Cole, Jed Berger. Listen in as Jed breaks down the multi-decade evolution of Kenneth Cole and how he’s using his entrepreneurial mindset to help the legacy brand continue to evolve with the changing demands of the young professional. Jed also shares how he’s focused on supporting the culture of Kenneth Cole by leading in alignment with brand purpose.  Some highlights of what we cover: How Jed is laying the groundwork as a new leader by focusing on purpose first Why Kenneth Cole is focused on social advocacy as part of his brand mission How Kenneth Cole’s bootstrapping beginnings impact the brand purpose today The importance of incorporating brand values into the product details   About Jed Berger: Jed currently serves as the Global President of Kenneth Cole. Formerly, he was the Global Chief Marketing Officer for the Foot Locker family of brands, where he also led business areas such as licensing, digital and product development. Career highlights include creating Foot Locker’s award-winning “Approved” campaign and the “Week of Greatness,” launching their loyalty program and their incubator Greenhouse, and many of the company’s investments.   Learn more about Kenneth Cole and Jed here:   Kenneth Cole: Twitter: https://twitter.com/kennethcole IG: https://www.instagram.com/kennethcole/ LinkedIn: https://www.linkedin.com/company/kenneth-cole-productions/   Jed Berger: Twitter: https://twitter.com/jedberger?lang=en IG: https://www.instagram.com/jed.berger/?hl=en LinkedIn: https://www.linkedin.com/in/jed-berger-273b734/   If you’re a brand looking for market differentiation but don’t know where to begin, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.

High quality products demand a perfect environment to thrive. Chief Marketing Officer of Grove Bags, Lance Lambert says that perfection can be obtained with a little bit of science, a keen eye for details, and a lot of handshakes. This week Lance and I are discussing how Grove Bags is showcasing the passion of the cannabis community with the perfect storage system that outperforms stereotypical jars and baggies on every level. Lance shares how his grassroots marketing efforts are focused on navigating the Wild West of the booming cannabis industry through education, establishing trust with growers, and breaking stereotypes along the way. Some highlights of what we cover: How stereotypical sandwich bags impact the highest quality cannabis Why you’ll never see a Grove Bags ad on Facebook The details of Lance’s bottom-up and top-down marketing strategy How Grove Bags is disrupting the perception of cannabis users and demanding industry innovation   Lance C. Lambert spent years cultivating brands and telling stories in the digital media and marketing space prior to shifting his expertise to the legal cannabis industry in 2013. He has had a strong focus on marketing and business development ever since, taking several brands global. In 2022, he was named Chief Marketing Officer at Grove Bags, where he was tasked with growing the company’s footprint at home and abroad. As a cancer survivor having grown up in Northern California, he embraces and actively advocates the benefits of cannabis.   Connect with Lance: LinkedIn: https://www.linkedin.com/in/lanceclambert/ Grove Bags LinkedIn: https://www.linkedin.com/company/grove-bags/ Grove Bags IG page: https://www.instagram.com/grovebag Grove Bags YouTube page: https://www.youtube.com/channel/UCA6-oCo8HcL_0xQqver4-FA   If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].  See omnystudio.com/listener for privacy information.

How can a crazy amount of horseradish be the key to creating an unforgettable brand experience? According to St. Elmo Steak House, they’re just giving people what they want. This week my guest is St. Elmo’s VP of Marketing and self-proclaimed “Shrimp Cocktail Hype Man,” Bryn Jones. St. Elmo’s Steak House is legendary in Indianapolis, attracting the NFL elite and celebrity drop ins. We dig into how he and his team are responsible for respecting the legacy of a century old iconic restaurant, while keeping it relevant for today’s customers. Some highlights of what we cover: How St. Elmo’s moved beyond the physical walls of the restaurant and into retail Why you’ll never see a St. Elmo Steak House in Las Vegas Bryn’s simple formula for engaging content How to be a brand that adds value, without being a value brand   About Bryn Jones: He’s the VP of Marketing & Retail for Huse Culinary where he leads marketing for four restaurant brands as well as sales and marketing for St. Elmo Steak House retail food items and ready to pour cocktails. He is also a partner of HCBJ Spirits which owns and operates the bottling operation for St. Elmo Cocktails and other emerging spirit brands.   Learn more about St. Elmo’s and purchase a signature cocktail here: https://www.stelmos.com/   If you’re a brand looking for market differentiation but don’t know where to begin, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.

In part 2, Ryan returns to discuss how The James Brand balances the needs of the knife community, with new audiences, as they reimagine the traditional pocketknife. Today we cover how sweating the details is key to creating a beloved brand. We discuss Ryan’s vision for his products to help people be a little more in the moment. And how the true role of a business is to generate value and distribute it back out to the world.  Some highlights of what we cover: How to navigate a marketing strategy for “dangerous goods” Inviting your audience to be “part of the club” Why product longevity is important to customer loyalty The future of The James Brand and what you carry in your pockets   Ryan Coulter is the Founder and Chief Creative Officer of The James Brand.  He’s spent his career revolving between corporate design and innovation (Burton Snowboards, Nike), consulting and entrepreneurial endeavors. He lives in Portland, Oregon with his partner and their two children.    Connect with Ryan: https://www.facebook.com/coultaire https://www.linkedin.com/in/ryan-coulter-ab95531/   Learn more about The James Brand: www.thejamesbrand.com https://www.instagram.com/thejamesbrand/   If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].  See omnystudio.com/listener for privacy information.

Look in your pocket or bag right now. Go, on…we’ll wait. Ryan Coulter from The James Brand believes what we carry every day says something about who we are. Do you need to be professional helicopter pilot or a mountaineer for permission to carry a pocketknife? We say, ‘heck no’! The James Brand is challenging traditional ideas of who is part of the modern knife community and why you might want to be a part of it too.   We discuss how The James Brand is making carrying a pocketknife cool for the everyday person outside of the hunting and fishing audience. We dig into audience targeting, product innovation, and how to be a challenger brand in “Knife Town”, Oregon.   Some highlights of what we cover: How to find your brand’s white space The importance of simplicity in product innovation Why The James Brand chose to set up shop in a highly competitive community How challenger brand’s have unique permissions legacy brands do not   Ryan Coulter is the Founder and Chief Creative Officer of The James Brand.  He’s spent his career revolving between corporate design and innovation (Burton Snowboards, Nike), consulting and entrepreneurial endeavors. He lives in Portland, Oregon with his partner and their two children.    Connect with Ryan: https://www.facebook.com/coultaire https://www.linkedin.com/in/ryan-coulter-ab95531/   Learn more about The James Brand: www.thejamesbrand.com https://www.instagram.com/thejamesbrand/   If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].  See omnystudio.com/listener for privacy information.

On our last episode Michael Ventura shared how his methodology of marketing helped organizations navigate change, improve customer experience, and generate revenue. But as Uncle Ben famously said, “with great power, comes great responsibility.” Listen in as Michael returns to discuss the social responsibility of marketing with empathy and how you can maintain your moral code while gaining powerful insights and being a value to your brand.   Some highlights of what we cover: The three types of empathy and how to use them The difference between manipulation and understanding How to reform your questions for deeper insights The true value of a good consultant   About Michael Ventura: For over two decades, Michael Ventura has worked as a leader, facilitator, and educator. Concepts and tools from his first book, Applied Empathy (Simon & Schuster, 2018) have been embraced by influential, respected organizations from the ACLU, Google, Goldman Sachs, Microsoft, and Nike to The United Nations and the Obama Administration. His work focuses on helping leaders and their teams to practice empathy as a means to deepen connection and catalyze change.Michael's methods have been heralded as a touchstone in a new era of leadership development. Whether working individually, with teams, or societally, he is a committed steward to the positive, transformative power of empathy.   You can connect with Michael in the following ways: Website: www.MichaelVentura.co Archive: www.ConsolidatedEggs.com Instagram: www.instagram.com/themichaelventura LinkedIn: linkedin.com/in/mvmvmv/ If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected] omnystudio.com/listener for privacy information.