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The Essential Stages of Growing a Successful Brand
Ecommerce Braintrust
English - October 23, 2018 07:12 - 32 minutes - 14.7 MB - ★★★★★ - 24 ratingsManagement Business Marketing bobsled amazonnews amazonpodcast bobsledmarketing braintrust ecommerce ecommercebraintrust kirimasters podcastbobsledmarketing Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
DESCRIPTION
Today we are going through all the essential stages of creating a successful brand in a really interesting discussion with Kiri Masters and Brian Smith, the founder of UGG. Although Brian sold UGG a little while ago, he has some really amazing stories to share about growing the company into an internationally recognized brand, what he went through along the way and how he dealt with retailers or copycats.
Brian is also the author of the book “The Birth of a Brand” and he was kind enough to share with us several insights that he included in his book. Tune in and learn more about Brian’s experience with growing UGG.
Though Brian spent several years studying accounting, he wasn’t very passionate about this field and decided to explore his entrepreneurial side by going to California to find something innovative and bring it back to Australia.
After following his dream of surfing in Malibu for a couple of months, one day, while sitting on the beach, Brian realized that the water started getting cold and chilly winds began to blow. Pulling on the sheepskin boots he'd brought with him from Australia, Brian had a breakthrough. He realized there were no UGG boots in America!
Though everyone knows the popular UGG brand now, it took quite a long time for Brian to tap into the consumer mind and understand how to sell the products he produced. In this interview Brian explains what he did to grow his company into the iconic brand that it has become today. We hope you enjoy his insightful journey.
KEY TAKEAWAYS
MENTIONED IN THIS EPISODE
“The Birth of a Brand” by Brian Smith. The Sash Bag, another UGG style product.
Leveraging Storytelling & User Generated Content with Lexi Cross.