ReportWire

Tag: Branding

  • Why Steve Aoki is Backing Brain-Boosting Gum Brand | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    For the world’s busiest DJ, staying energized is essential. That’s why Grammy-nominated artist Steve Aoki partnered with Neuro, a functional gum and mints company founded in 2015 that helps boost energy, focus, calm and even sleep.

    For Aoki, Neuro has been a game-changer, offering a more natural alternative to endless shots of espresso.

    “It’s about being mindful of staying healthy while still maximizing my output, especially when I’m in my creative zone,” Aoki tells Entrepreneur. “You want to bring high energy so you can create high impact in whatever you do. If you’re moving through the day like a zombie, just giving the bare minimum, it’s embarrassing when you look back on it.”

    He continues, “Nobody wants to give a weak interview, a half-hearted answer or put out a song they didn’t fully commit to. You have to give 1000%. That’s why I believe the highest quality of life is tied to your energy level.”

    Related: How This Grammy-Nominated DJ and Entrepreneur Draws Inspiration from Every Day Life

    Potential in a plastic bag

    Aoki first met the Neuro founders nearly a decade before he started working with them.

    “I still remember when they came into the office and presented this caffeine gum to me”, he recalls. “They brought it in a plain plastic bag — no branding, no packaging. Just, ‘here’s this stuff that works.’

    He laughs. “You look at it and think, what is this, some kind of drug?“

    Luckily for Neuro, Aoki loved it.

    “It’s more exciting for me to see indie startups with brilliant ideas than something incubated by a big company with a huge team behind it,” he shares. ” I’d rather see two guys in their college dorm saying, ‘Hey, this is a great idea that could really help people or become something a lot of people will actually use.’”

    Still, the shrewd DJ wasn’t ready to commit right away. He and his team took their time with due diligence while keeping a friendly relationship with the founders.

    “It’s important for me to see that this works before I get involved,” Aoki explains.

    For Neuro, working means giving consumers the caffeine boost they need without triggering their anxiety — or their bladders.

    “I’m a big coffee drinker, and I love energy drinks,” Aoki admits. “But you can’t be pounding beverages all the time.”

    Neuro products, on the other hand, are designed for consistent use throughout the day and are formulated to mitigate side effects while providing a crucial boost.

    “Over the years, it’s become one of my staples,” Aoki professes. “I always have it in my pocket or backpack. If I’m doing a long set, it’s right there with my earplugs. After a couple of hours, if I start to feel tired, I just pop a piece, and I get that little boost I need.”

    Related: Elon Musk Lost His World’s Richest Title, But Only for a Few Hours. Here’s Who Took His Spot.

    Every drop needs a story

    Steve Aoki has never been the type to just slap his name on something and walk away. He throws himself into every project, obsessing over the details until it feels true to him. He had a hand in everything with Neuro. He helped pick out flavors, shape the vibe of the brand and even found a way to work in one of his personal passions, HiROQUEST, the trading card project he’s been building.

    Instead of a standard product launch, Aoki wanted it to feel like an experience. That’s why certain Neuro releases come with collectible cards, turning an everyday item into something fans can get excited about.

    “I’m a card guy,” Aoki says. “I love ripping open packs, chasing the rare hit. I wanted to bring that same feeling to something you’d never expect — like a tin of Neuro mints.”

    By adding in HiROQUEST, Aoki boosts awareness for his own brand and adds an experiential layer to the Neuro collaboration. This has long been central to his success.

    “I’m always thinking about how we can create a better, more unique experience,” Aoki says. “Something that gets people excited for the next drop or the next collaboration, and helps build the story within the world we’re creating. That’s why I love caking people. Whether you’re the one getting cake in your face or watching it happen, you’ll never forget that moment.”

    For the world’s busiest DJ, staying energized is essential. That’s why Grammy-nominated artist Steve Aoki partnered with Neuro, a functional gum and mints company founded in 2015 that helps boost energy, focus, calm and even sleep.

    For Aoki, Neuro has been a game-changer, offering a more natural alternative to endless shots of espresso.

    “It’s about being mindful of staying healthy while still maximizing my output, especially when I’m in my creative zone,” Aoki tells Entrepreneur. “You want to bring high energy so you can create high impact in whatever you do. If you’re moving through the day like a zombie, just giving the bare minimum, it’s embarrassing when you look back on it.”

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Leo Zevin

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  • Why College No Longer Has a Monopoly on Success | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    For decades, college had no real competition. It wasn’t just an educational path; it was the most powerful brand in American life. Parents, schools and employers marketed it as the only safe route to the American Dream. Glossy brochures, billion-dollar ad campaigns, alumni prestige and rankings in U.S. News & World Report kept reinforcing the message: College equals success.

    But today, that monopoly is cracking. Aviation schools, trade programs and trucking startups are mounting their own branding campaigns — promising high pay, entrepreneurial freedom and faster, cheaper paths to prosperity. The reality is already here: Pilots, aircraft mechanics, electricians, independent truckers and others can earn as much or more than many college graduates. What lags is perception. And that’s why the branding war between college and the trades is just beginning.

    Related: Do You Really Need a College Degree These Days?

    The college brand: Once untouchable

    Universities built their dominance the same way top consumer brands do: with relentless marketing. From campus tours that feel like product demos to billboards touting alumni salaries, college was positioned as both a rite of passage and a must-have credential.

    For years, the competition barely showed up. Skilled trades and technical careers weren’t marketed at all — they were stigmatized. A student who skipped college was seen as someone who had “settled.” Even as tuition soared and student debt ballooned, the idea that “college equals success” remained sticky because it was backed by decades of consistent PR.

    But perception is shifting. A recent Workforce Monitor poll found that 33% of U.S. adults recommend trade school for high school grads, compared to just 28% who recommend a four-year degree. Parents and Gen Z may still default to college, but more are starting to see skilled paths as respectable, even aspirational.

    This shift isn’t just economic. It’s the result of smart PR and branding by industries that know they need to win the perception battle if they want to fill critical jobs.

    Aviation: Pilots and mechanics in the spotlight

    Nowhere is the branding battle more visible than in aviation. Airlines face a pilot shortage so severe that Boeing projects the need for 804,000 new pilots by 2037. To meet that demand, they’ve leaned heavily into PR and marketing.

    Take Thrust Flight’s “Zero Time to Airline” program. The name itself is a masterstroke of branding. It tells a clear story: You can go from zero flight hours to the cockpit of a regional airline in just two years. It’s essentially packaged like a startup accelerator for aviation careers — fast, focused and aspirational.

    Airlines themselves are part of the rebrand. In 2022, Delta made national headlines by dropping its four-year degree requirement for new pilots. That move wasn’t simply a policy change — it was a deliberate PR campaign designed to tear down the perception barrier that only college grads could fly for major carriers.

    The economics reinforce the messaging. The average U.S. airline pilot earns around $220,000 a year, and with recent wage hikes, new pilots can now recoup training costs in four years or less. For a teenager weighing options, the soundbite is irresistible: “$200,000 without college.”

    But it’s not just pilots. The aviation industry is also reframing careers for aircraft mechanics and technicians. With a median salary of around $75,000 and specialized certifications available in two years or less, mechanics are now marketed as tech professionals critical to safety and commerce. Rather than “wrench turners,” they’re positioned as guardians of billion-dollar fleets, a message designed to elevate status and respect.

    The combined narrative is powerful: Whether you’re flying planes or maintaining them, aviation offers high salaries, critical skills and prestige — without requiring a bachelor’s degree.

    Related: Trade School vs. College: Which Is Right for You? (Infographic)

    Trucking: From job to business ownership

    Trucking has undergone an equally dramatic makeover. For years, it was branded as hard work with modest pay and little respect. But startups like Billor and CloudTrucks are reframing it as entrepreneurship on wheels.

    Billor’s pitch is simple: lease-to-own programs that put drivers in trucks with no credit check, giving them full ownership in four years. That changes the narrative from “job” to “asset ownership” — a driver isn’t just hauling freight, they’re building wealth.

    CloudTrucks takes a tech-first approach. Branding itself as a “virtual carrier,” it equips independent drivers with the same back-office tools, compliance systems and load-booking capabilities that large fleets use. The economics are compelling: Independent drivers keep 82% of revenue, often out-earning company drivers while enjoying the freedom to choose their own routes and schedules.

    The contrast in branding is stark: A company driver is positioned as a steady employee, while an independent operator is sold the dream of being a small business owner. That story is working. The U.S. now has more than 900,000 owner-operators, more than double just a few years ago.

    The trades: From backup plan to entrepreneurial path

    Construction trades are in the midst of their own rebrand. Once considered fallback careers, they’re now marketed as modern, entrepreneurial and future-proof.

    Electricians illustrate the shift. The median wage is $62,000, with six-figure potential for those who advance. The field is expected to grow 11% over the next decade, creating about 80,000 openings each year. Unlike college, apprenticeships let people earn while they learn, avoiding student debt.

    Companies like Mobilization Funding add fuel to the story by helping subcontractors secure financing upfront, allowing them to scale and compete on larger projects. The implicit message: You’re not just a worker; you’re a business owner capable of growth.

    Meanwhile, social media influencers in the trades are helping to reframe these careers as skilled, respected and even aspirational. The stigma is fading — and branding has everything to do with it.

    Data as PR’s secret weapon

    Behind every one of these rebranding efforts lies data packaged as stories.

    • “Pilots make $220,000 without college.”

    • “Aircraft mechanics earn $75,000 with two-year certifications.”

    • “Independent truckers can own rigs in four years and out-earn company drivers.”

    • “Electricians are adding 80,000 jobs annually.”

    These aren’t just statistics; they’re headlines, crafted to challenge assumptions and shift public perception. For decades, universities mastered this playbook by touting alumni earnings. Now, trades and technical careers are using the same strategy — and it’s working.

    The perception gap

    Despite the progress, perception still lags reality. Gen Z students remain more likely to pursue college, and parents still see degrees as symbols of status. The economics of alternatives are clear, but the branding battle is far from over.

    Colleges had a century-long head start in marketing themselves as the default choice. Aviation, trucking and the trades are only now mounting a counteroffensive. But thanks to startups, social media and data-driven PR campaigns, they’re closing the gap faster than ever.

    Related: These Are the 10 Best-Paying ‘New Collar’ Jobs, Prioritizing Skills Over Degrees

    Why the branding war matters

    The American Dream has always been about opportunity. But opportunity doesn’t sell itself — it has to be framed, packaged and communicated. That’s what’s happening now in fields like aviation, trucking and the skilled trades.

    The branding war between college and alternative paths is still in its early rounds. Universities will keep promoting degrees as the safest option. But industries hungry for talent are telling a new story: one of accessibility, ownership and financial freedom without the burden of student debt.

    For entrepreneurs and marketers, the lesson is clear: Economics may create the opportunity, but branding determines how it’s perceived. If piloting can be positioned as a direct, high-ROI career path, if truckers can be reframed as business owners, and if tradespeople can be reframed as entrepreneurs, then any industry can reshape its image. The future of work will be defined not just by what jobs pay, but by which stories win.

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    Scott Baradell

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  • What Neanderthals Can Teach Us About Brand Transformation | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The primitive stereotype: A brand in ruins

    The Neanderthals’ early reputation was, in modern marketing terms, a branding nightmare. Ever since the first fossils were unearthed in the 19th century, their heavy brow ridges and unusual skeletons led scientists to portray them as inferior to modern humans. This “caveman” stereotype stuck. For over a century, calling someone a Neanderthal meant implying they were backward, unsophisticated and even stupid.

    In essence, Neanderthals were a maligned brand — synonymous with failure and obsolescence. Just as a company rocked by scandal or a public figure tarnished by bad press becomes a punchline, Neanderthals became the mascot of being primitive. The narrative was simple and damning: They lost out to superior modern humans because they just weren’t good enough.

    Entrepreneurs know this pattern well. Markets and media can be unforgiving; a single damaging narrative can reduce a once-promising brand to a cautionary tale. Whether it’s a tech firm written off as a “dinosaur” or a founder dismissed as out of touch, the world loves a tidy tale of the mighty who fell behind. The Neanderthal brand was defined by others and defined harshly. Brands and individuals today face the same risk if they remain passive during image crises. Reputation, like fossils, can harden into “rock” if left untouched.

    Uncovering a new narrative: Rehabilitating the caveman image

    Fortunately for Neanderthals, their story didn’t end with the stereotype. Over the past few decades, science has done what any good PR team would: conducted a rigorous brand audit and found the facts to counter the fiction.

    Research reveals that Neanderthals were far more capable and human-like than anyone imagined. They were skilled hunters and tool-makers who thrived across Europe and Asia for hundreds of thousands of years. Archaeological evidence shows Neanderthals coordinated complex group hunts — behavior requiring planning, communication and smarts. They gathered a diverse diet, used fire creatively and built surprisingly sophisticated tools.

    Perhaps most stunning, Neanderthals demonstrated signs of culture and abstract thinking. Discoveries of pigment, personal ornaments and cave engravings suggest they engaged in symbolic rituals and even made art. They buried their dead with care, hinting at reverence for their departed. They even crafted tools using glue made from tree bark — a process requiring technical knowledge and foresight.

    And in the ultimate irony, we now know they are literally part of us: Modern humans carry Neanderthal DNA in our genomes from ancient interbreeding. The very people who once used “Neanderthal” as an insult likely have a bit of Neanderthal lineage themselves.

    For Neanderthals, this re-evaluation was a posthumous rebranding. Misconceptions were corrected with evidence, and the public’s view shifted from “dumb caveman” to “misunderstood relative.” This turnaround didn’t happen overnight; it took decades of excavations, genetic analysis and rethinking old assumptions. But it happened. The Neanderthal brand went from rock bottom to remarkable. If the image of an entire extinct species can be rehabilitated, so can yours.

    Related: 7 Ways to Recover After a Reputation Crisis

    Branding lessons from a prehistoric PR makeover

    The saga of Neanderthal reputation offers rich lessons in how to recover from a damaged brand image or public misperception:

    • Own your story before others do: Neanderthals couldn’t speak for themselves, and others defined them as inferior. In business, if you don’t actively shape your brand’s story, competitors or critics will do it for you — and not in your favor.

    • Confront misperceptions with facts: The Neanderthal comeback hinged on hard evidence overturning myths. Likewise, a beleaguered brand must bring proof to the table. Counter outdated perceptions by showcasing real improvements, new achievements and factual corrections.

    • Embrace (don’t erase) your heritage: Instead of denying their past, scientists reinterpreted Neanderthal history in a proud new light. Similarly, a brand with a legacy — even a troubled one — shouldn’t just bury it. Acknowledge your history and highlight the positives within it.

    • Humanize and connect: Part of rehabilitating Neanderthals was realizing how closely connected they are to us. Successful rebranding finds ways to relate to the audience on a human level. Show customers, investors or the public that you share their values and concerns.

    Legacy management: Evolving the narrative over time

    One striking aspect of the Neanderthal story is how long the misperception lasted. Long after Neanderthals disappeared, the myth of the knuckle-dragging caveman lingered in the public mind. It’s a cautionary tale for legacy management: Perceptions can lag behind reality by decades. Entrepreneurs must recognize that shaping a legacy is an ongoing process, not a one-time campaign.

    Managing legacy also means planning for how your brand will be remembered. Neanderthals left behind bones and artifacts, but no control over the story future generations told about them. You, on the other hand, have the tools to influence your legacy now. Document your values and contributions, live them authentically, and people will eventually see the truth — just as researchers eventually saw the truth about Neanderthals’ capabilities. Every press release, customer interaction and even apology is an artifact shaping how you’ll be remembered. Make those artifacts count.

    Finally, consider the Neanderthal’s ultimate fate: They didn’t so much vanish as merge into the wider human story. In business, this speaks to the idea of integration and adaptability. Sometimes the path to saving a reputation is to become part of something larger — to ally with partners, join a bigger brand, or pivot in purpose. By blending strengths with newcomers, an old brand can find new life within a fresh narrative.

    Related: 5 High-Profile Reputation Nightmares Your Brand Can Learn from

    The evolution of respect

    The renaissance of Neanderthals’ public image — from pitiable cavemen to complex humans — is more than a curious science story. It’s a powerful metaphor for brand transformation. Reputations, like species, evolve. They can also go extinct if they fail to adapt. But the Neanderthal example shows that even a reputation dragged through the mud for ages can climb back out with persistence and truth.

    Entrepreneurs should find hope in this: No matter how dire your PR fallout or how entrenched the public’s misperception, there is a path to renewal through authenticity, strategy and patience. If Neanderthals can win respect 40,000 years after extinction, your brand can survive a rough quarter. Reputation isn’t fossilized — it evolves if you guide it.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Scott Baradell

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  • 8 Ways to Build a Business That Can Run Without You | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Entrepreneurship is a hard road. There’s no rule book, and as a business owner, it can feel like you’re always on call.

    Each summer, before my children start school again, I put that life on pause. We load up our RV and head out for a multi-week trip. I don’t invite distraction during this time: in fact, my team knows that I’m off limits. This time is for me, my family and our relationships.

    Building a culture that can persist when I’m not in the office is crucial — not only to the success of my business but for my personal life. Creating culture takes intention, but the payoff is worth it. I won’t spend my waning days on vacation worrying about what I’m stepping back into.

    I know. That’s because I work to decentralize myself from my business.

    Not just short-term gains

    Decentralizing yourself from your business isn’t just about the short-term gain of getting to go away on vacation or finding time to incorporate personal passions into your life outside of your business.

    It’s about building a significant company.

    Significant companies are ready to transition at any point. To have value in the eyes of a buyer, my business can’t just be about me.

    That’s not to say that my mark isn’t on the business. Far from it. I put the work in on the front end with my executive team to craft eight “trust accelerators” that allow for clarity, alignment and informed decision-making.

    Related: Lack of Trust—What Does It Do to Your Company? Here’s What Leaders Need to Know

    Beyond core values

    Almost every company has core values. We have them, too. But, right about the time that the COVID-19 pandemic hit, we all noticed that they weren’t working. While core values are general north stars for any organization, sometimes they can feel like they’re a galaxy away from the day-to-day issues that every person in a business must take accountability for.

    What makes us unique is our trust accelerators, which are married to our core values. More than just guiding principles that we put on a wall, trust accelerators are active rules that we follow interaction to interaction.

    In fact, we don’t put these on a wall somewhere in our waiting room: each trust accelerator is printed on a card that each member of our team carries with them.

    Your culture is yours alone. These are the trust accelerators that we live by:

    1. No meetings after the meeting

    How we live it: If everyone is in a room to make a decision or discuss an initiative, they’re there by design. It’s inauthentic to invite input and then have two executives go into a room to debrief and make the real decision.

    If a member of our team has something to contribute, we want them to do it in the room where the actual decisions are being made.

    How it builds value: If people work at a place where they have obvious input into real decisions, they take more accountability for their contributions.

    2. Put yourself in other people’s position

    How we live it: We’re not just interested in the “how” of people’s actions; we’re interested in the “why.” After all, they may have good reasons that unlock clues about how we should operate. By seeking understanding, we build connection.

    How it builds value: Empathy is a critical skill — not just for connecting with colleagues but for connecting with customers.

    Related: 5 Foolproof Strategies to Help You Let Go and Trust Your Team

    3. Listen while avoiding judgment

    How we live it: My business, Exit Planning Institute, focuses on educating, credentialing and empowering Certified Exit Planning Advisors as they guide business owners through value creation and successful exits. While advisors have witnessed the factors that contribute to an owner’s success, every owner’s journey is unique — and there are many ways to build a significant company. Only through listening can we understand each other’s motivations and values, and embrace perspectives that might be counter to our own.

    How it builds value: If a conversation is necessary, it deserves to be full-throated. That’s only possible with a listener who is willing to be curious, not judgmental.

    4. 100% preparedness and participation

    How we live it: Collaboration is crucial to an empowered workforce that can function without its leader. Our culture runs on every person showing up prepared and participating.

    How it builds value: Every member of our team knows that they were selected for a reason. They can’t reach their full potential unless they are ready to contribute — and actually do.

    5. Deliver the mail to the right address

    How we live it: If we have an issue — or reason to praise someone — we don’t go to a trusted colleague or a supervisor. We go right to the correct address: the person we want to discuss with. It allows for more authentic communication — see “Listen While Avoiding Judgement” — and limits gossip, an incredible culture-killer.

    How it builds value: Every member of our team knows they’re accountable to every other member—and our doors are open to have a conversation with each other.

    6. Honesty without repercussion

    How we live it: We’re not at work to be well-liked or adulated (although that happens sometimes, too!). We’re at work to advance our business. By cultivating an atmosphere of respectful honesty, we get to offer our insights and listen to how others might do things differently.

    How it builds value: When every person on the team feels like they can contribute, we see how they might grow into their careers at the company — in the short- and long-term.

    7. Respectful

    How we live it: We’re bound not to see eye to eye. However, these trust accelerators do a lot of work to help us understand that we’re all working towards the same goals. When we put respect first in every interaction we have with each other, it reinforces that our differences aren’t personal — and can sometimes be assets to our business goals.

    How it builds value: We can’t tackle the hard stuff until we see each other as humans. If everyone knows that their perspective is respected, we tap into each other’s skills.

    8. Confidentiality

    How we live it: We have to move past surface-level conversations if we’re going to be a significant company. We’re not shooting for good. We’re going for best-in-class. That requires trust—and in this case, trust that if something is shared confidentially, it stays confidential.

    How it builds value: When we have deep trust, we believe that our colleagues—the ones we depend on to bring our goals to life—will do everything they can do to help us all achieve something great.

    Related: 7 Proven Tips for Building Trust and Strengthening Workplace Relationships

    Empowering your leaders

    It isn’t easy to be an owner and not be in total control. However, there’s a multiplier effect that comes with empowering your employees and building trust across the organization. To build a culture where every person feels a sense of ownership, there must be two-way trust: employees feel trusted, and leaders actually trust the people they work with. Additionally, as I empower our leaders to build a culture where they are trusted to make informed, quick decisions, I’m also sure to:

    1. Train the executive team on my long-term vision.
    2. Be transparent about our profits/losses, our operations and even my salary. It takes a great deal of time to educate the leadership team, but it enables them to know the short-term impact of every decision.
    3. Over-communicate. I’m shocked by how many owners don’t communicate with their leadership team. They can’t make decisions that I’d ultimately agree with if they don’t know what I’m thinking.

    Related: How to Close the Trust Gap Between You and Your Team—5 Strategies for Leaders

    Building a culture of trust is something I think about every day, and not just because I know that culture will ultimately pay off with a more successful exit.

    Culture also comes easily to me — it’s what I like to spend time on.

    If you don’t, you can still build culture. Finding a Certified Exit Planning Advisor who specializes in company culture can help you start building human capital at your company.

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    Scott Snider

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  • Taylor Swift and Amazon’s ‘Antifragile’ Secret to Business Success | Entrepreneur

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    If you’ve had internet access since 2005, you’re familiar with Taylor Swift.

    Image Credit: Gilbert Flores | Getty Images

    The superstar musician is the most-streamed artist in the world. She is the first to win album of the year at the Grammy Awards four times. Her Eras Tour generated more than $2 billion in ticket sales. And she has a net worth of $1.6 billion.

    She also has something valuable in common with Amazon, the Jeff Bezos-founded ecommerce giant that boasts a $2.5 trillion market capitalization.

    Related: Don’t ‘Shake Off’ These 5 Business, Brand and Legal Lessons From Taylor Swift

    Aside from Swift and Amazon’s status as two of the most successful brands in the world, the pair shares a rare trait that’s helped them get there, according to former strategist at Harvard Business School Sinéad O’Sullivan.

    In her new book, Good Ideas and Power Moves: Ten Lessons for Success From Taylor Swift, O’Sullivan claims that Taylor Swift and Amazon have both reached the pinnacles of their respective industries by being “antifragile.”

    “In an increasingly complex and seemingly random world, some systems perform better in chaos than others.”

    The concept of “antifragility” relates to a field of physics called chaos theory. Lebanese American scholar of math and financial markets Nassim Taleb coined the term after noticing a peculiar event unfolding in systems and organizations across a wide range of fields, from biology to urban development, healthcare and more.

    “What he saw was that in an increasingly complex and seemingly random world, some systems perform better in chaos than others,” O’Sullivan writes.

    Essentially, antifragility flouts the human desire for stability and instinct to fear what’s different or unstable.

    “The idea of antifragility goes far beyond saying that uncertainty doesn’t have to be bad,” O’Sullivan explains. “It actually says that uncertainty is good. Antifragility isn’t just about surviving chaos; it’s about flourishing in it. It’s about flipping the script and turning adversity into opportunity, uncertainty into innovation and chaos into creativity.”

    Related: Embracing Antifragility — How to Leverage Uncertainty, Volatility and Stress for Unprecedented Growth and Innovation

    The immune system and winemaking serve as real-life examples of antifragility at work, O’Sullivan notes. A strong immune system has been exposed to pathogens and can better ward off future threats. Great wine often comes from vines under stress because they grow smaller grapes with more concentrated flavor.

    “Amazon’s business actually gets stronger because the volatility wipes out its competitors.”

    The pandemic helped reveal which companies were antifragile, too — those that didn’t have to wait for share prices to recover because they’d never really fallen in the first place, according to O’Sullivan. As many major retailers struggled to stock their shelves, Amazon maintained total control over its supply chain and saw its online business soar.

    “At Amazon, there is no single point of failure that would prevent toilet paper from being passed from millions of available sellers to millions of eagerly awaiting buyers,” O’Sullivan says. “Amazon’s business actually gets stronger because the volatility wipes out its competitors.”

    Likewise, Swift has demonstrated remarkable antifragility while building her business over the years. O’Sullivan cites four career moments when Swift took a “destructive” path that weakened the competition and strengthened her brand:

    1. In 2014, Swift withdrew her music from Spotify, the fastest-growing music streaming platform at that time, because she believed its compensation model for artists devalued their work.

    Why wasn’t the move “fatal,” as many industry experts assumed it would be? The “friendship first” and “music later” relationship she has with her fans plays an important role, according to O’Sullivan.

    “Taylor Swift can be compared to a Rolex watch, not a Swatch,” O’Sullivan writes. “The harder it is for people to access her music, the more they crave her and are willing to follow her. By withdrawing her music, Taylor Swift became what is known as a ‘Veblen’ or a ‘luxury’ good.”

    When Swift left Spotify, her music was in the playlists of more than 19 million users; the week she returned in 2017, she hit nearly 48 million streams.

    Related: 3 Lessons for Entrepreneurs From Spotify, Which Won Over Taylor Swift and Just Made its Billion-Dollar IPO

    2. Swift isn’t afraid to “beef” with other musicians and celebrities — like Kanye West after he told her on stage at the 2009 MTV Music Video Awards that “Beyonce had the best video of all time.”

    “The more Kanye West beat down Taylor Swift, the stronger her fan base rallied around her, leading to extravagantly higher levels of emotional connection between Taylor and her fans within the Swiftverse,” O’Sullivan says.

    O’Sullivan adds that “at least from the outside, Taylor never starts the fights,” which also tends to fit within three main growth-fueling “vibes”: “powerful men taking advantage of less powerful women,” “women who are bitchy and unkind” and “being on the right side of history.”

    Related: 7 Business Feuds With More Beef Than Kanye vs. Taylor

    3. During the pandemic, Swift released not one but two surprise albums despite marketing limitations amid lockdowns and industry precedents.

    “When everybody else was fumbling to get a handle on their life, how was Taylor Swift able to Amazon herself?” O’Sullivan writes. “Well, most of it comes down to the fact that, like Amazon, she has spent her entire career creating, buying and owning her own ‘value chain,’ or the different parts of the music industry that she needs to engage with to release music.”

    The Swiftverse is “one hell of a strategic asset,” O’Sullivan notes — and kept her able to deliver core products into the market.

    Related: ‘Historically Unprecedented Demand’: Taylor Swift Fans Caused Ticketmaster’s Site To Crash Over 5000 Times

    4. Finally, Swift rerecorded her albums after Big Machine Label Group was sold to Scooter Braun‘s Ithaca Holdings.

    Some industry leaders considered the lengthy and expensive move one that “would suck the oxygen out of her career” — but because Swift is antifragile, the opposite proved true, O’Sullivan says.

    “As Taylor and Amazon both show us, [during a crisis] is exactly when their stock is going to rise,” O’Sullivan writes. “Investors who pay hundreds of millions of dollars to try to own what they think is Taylor Swift’s ‘core product’ (music) simply don’t understand her empire as well as she understands it.”

    Related: Taylor Swift Just Made a Surprise Announcement, Revealing the Marketing Genius Behind Her $1.5 Billion Fortune

    Going forward, business and strategy leaders who successfully lead through chaos will all be building antifragile organizations — Swift just happens to be ahead of the game, O’Sullivan says.

    What’s more, as beneficial as antifragility is, O’Sullivan acknowledges that adopting it isn’t easy. It requires embracing uncertainty and volatility, building resilience and accepting “weird and bad things.”

    O’Sullivan’s Good Ideas and Power Moves offers other takeaways from Swift’s career that entrepreneurs and business leaders might find applicable to their own, including how to be a unicorn, have a strategy and stick to it, build a world instead of products, negotiate with authenticity and more.

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    Amanda Breen

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  • ‘We Live the Brand’: Why Mark Wahlberg and Harry Arnett Built a Company That Embodies Relentless Ambition | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Municipal CEO Harry Arnett met his future co-founder in a setting familiar to many business leaders: the golf course. They bonded quickly over shared experiences — raising kids, navigating careers — and from that connection, a friendship grew. At first glance, it sounds like a typical entrepreneurial origin story.

    But in Arnett’s case, the partner by his side wasn’t another executive. It was Oscar-nominated actor and Boston icon Mark Wahlberg.

    Related: John and Hank Green Built a Company That Gives Away 100% of Its Profits — Here’s How

    Purpose over products

    “When Mark and I first discussed starting a brand, it wasn’t about the products,” Arnett tells Entrepreneur. “It was about how we could equip modern consumers with what they need to achieve their goals.”

    They, along with film and television producer Stephen Levinson, identified a major white space at the intersection of fitness and fashion. Arnett formerly served as executive vice president at Callaway Golf, where he noticed a shift in how consumers engaged with brands.

    “They were starting to seek direct relationships with brands they liked, primarily through digital media,” he explains. As EVP, he focused on revitalizing Callaway by reconnecting with consumers in a fresh, dynamic way — a strategy he calls the centerpiece of his community-building efforts.

    After years of back-and-forth, the duo finally launched Municipal in 2019.

    “The idea for Municipal was something I’ve wanted to do for a long time,” Wahlberg tells Entrepreneur. “It wasn’t about just attaching my name to someone else’s idea, which is often what celebrity-led brands are. Municipal is different — this is a real partnership from the ground up.”

    The launch meant Arnett had to leave Callaway. “For me, that was an aha moment,” he says. “A chance to step away from a comfortable, familiar career and start over in pursuit of the best version of myself.”

    That mentality became the ethos of Municipal, a company founded on helping modern consumers pursue excellence in all aspects of life.

    “Municipal is about creating the best products in the world for workouts, athletic pursuits and everything in between, from the office to an active weekend,” Arnett explains. “It might sound like we’re trying to be everything to everyone, but when people see our product, they get it immediately — no one makes gear like we do.”

    Related: Restaurants Are Throwing Away Billions of Gallons of Water — This Startup Said Enough

    Building tomorrow’s leaders

    Contrary to standard practices, where brands are encouraged to hone in on a focus area, Arnett positions Municipal as more than just another activewear company, calling that label too “one-dimensional.”

    He envisions the brand inspiring a drive to succeed in any arena — athletics, academics or beyond. A key part of this approach is Municipal’s Next Gen Brand Immersion, a free, week-long program that gives young people an inside look at every aspect of building a modern, purpose-driven brand — from product design and marketing to finance and operations.

    “Too often, young people are fed the myth of overnight success and shortcuts,” Arnett says. “From our experience, those are fantasies. We saw an opportunity to use our platform to celebrate ambition, hard work, and self-belief in a way that feels ‘cool’ for kids.”

    The idea for the program didn’t originate with Arnett or Wahlberg, but with Arnett’s youngest daughter, Kerris, who has shown a keen interest in Municipal.

    “We’ve been talking about the brand since day one, and she got really passionate about it,” Arnett shares. “She said it would be amazing if more kids her age could experience these kinds of things firsthand, instead of just reading about them. I told her, ‘Karis, that’s a big idea.’”

    Building on his daughter’s suggestion, Arnett sought to replicate what brands like Nike have done with sports camps — creating a talent pipeline for Municipal while connecting the company with the next generation of potential entrepreneurs and gaining insights into the preferences of the highly coveted Gen Z audience.

    The effort culminated in a week-long, hands-on program giving ambitious 18- to 24-year-olds a real look at what it takes to build a modern, purpose-driven brand. Participants work directly with Municipal’s team across product design, marketing and operations, gaining experience in creating, launching and promoting a real collection.

    The students even designed a capsule — featuring a hoodie, pants, shorts, t-shirt and hat — that Municipal will release and help market.

    “It’s a way to engage with this group beyond just selling the best gear in the world,” Arnett explains. “These 25 students are leaders in their schools and have become rabid Municipal fans. They’ll tell their friends, and even when they go off to college, they’ll maintain a connection with us. The possibilities for extending that relationship feel practically endless.”

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    Leo Zevin

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  • As AI Blurs Truth, Domains Could Become the New Badge of Credibility | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    We’re witnessing a pivotal moment in digital marketing as artificial intelligence (AI) reshapes how we search, communicate and create.

    For brands, this shift brings new efficiencies and creative possibilities. However, as AI-generated content becomes increasingly widespread, it’s also blurring the lines between what’s true and what’s not, making the concept of truth online more fragile than ever.

    This presents a growing challenge for brands and creators alike: How do you earn and maintain trust in a world where what is considered “real” or “accurate” is constantly in question?

    The answer is rooted in authenticity. Because no matter how fast technology evolves, trust remains a brand’s most valuable currency.

    Related: AI Could Cause 99% of All Workers to Be Unemployed in the Next Five Years, Says Computer Science Professor

    Breaking down the authenticity crisis

    In many ways, AI is compressing the cornerstones that have long defined online content — social media, the creator economy and branding — into more automated, synthetic versions of themselves.

    Chatbots, AI-powered avatars, and digital clones are already flooding consumers’ feeds and search results, with the potential to outperform their human counterparts in engagement and reach. At first glance, that might seem like a marketing win. But these scalable personas often lack one key ingredient: authenticity.

    What we’re seeing is the beginning of an authenticity crisis. As AI-generated content multiplies, consumers are increasingly skeptical, wondering if an influencer is real or if they can trust what they are watching or reading. This skepticism often extends to whether the brand behind the content is trustworthy.

    Compounding the issue is the rise of AI hallucinations. As AI platforms race to generate answers, they often prioritize output speed over accuracy. When content is constantly scraped, reworded and re-summarized, brands and creators risk both losing control of their narrative and trust with their audiences.

    In this environment, brands need to take clear, proactive steps to establish credibility and stand out as a reliable entity.

    An authentic digital identity matters more than ever

    This begins with investing in an authentic, verifiable digital presence that a brand fully owns and isn’t at the mercy of ever-changing algorithms or AI-generated replicas. For marketers, this means understanding and articulating their organization’s values, purpose and unique positioning. It also means investing in a descriptive domain name.

    A personalized domain name is one of the most powerful tools available to build direct audience connections, develop reputation and credibility and future-proof a brand. Trusted domains can quickly become the clearest sign of authenticity to audiences, helping to reinforce identity and indicating to both humans and machines that content is trustworthy.

    In fact, on decentralized platforms like Bluesky, users are leveraging their domain names as a form of identity verification, rooting their reputation on a URL they control. It’s where audiences can go to verify the source and collect unfiltered information directly from a brand.

    Domains are also where search tools look when trying to determine what’s trustworthy and merits inclusion in search results. So owning a credible domain goes beyond just ranking well in search. Brands need to give AI systems and users a clear, trustworthy source in a web increasingly filled with reworded, remixed or even false content.

    As such, in order to show up favorably in AI-driven search, brands also need to invest in structured, high-quality content, accurate metadata and a consistent presence across platforms. Together, these elements work to reinforce credibility, whether an audience is reaching them via a search bar, a chatbot, or a social post.

    Using AI responsibly and transparently

    None of this is to say that brands should avoid AI. Many are successfully using AI tools to streamline operations, optimize campaigns and repurpose content more efficiently. When used thoughtfully for routine, data-intensive tasks, AI can be an incredible asset, freeing up human teams to focus on strategy, creativity and audience connection.

    But as with any powerful tool, it comes with responsibility. Brands must be clear and transparent about how and where they’re using AI, particularly when it comes to customer-facing content. Over-reliance on automation can quickly erode the very trust they’ve worked so hard to build.

    Companies that find that balance will be the most successful. They’re letting AI assist with certain tasks, while keeping the heart and voice of the brand firmly in human hands. They’re using automation to enhance genuine storytelling and customer engagement, while remaining authentic to themselves along the way.

    That authenticity depends on humans staying involved. Strategic oversight, decision making and emotional nuance still require human input and accountability, especially when trust is on the line. AI can support the work, but it shouldn’t be the final decision-maker.

    Related: How to Align Human Values With Artificial Intelligence

    Building a future rooted in trust

    Looking ahead, one thing is certain: AI will continue to shape how we interact with the internet. Content will become more synthesized, and digital doppelgängers will become more convincing.

    To prepare, brands need to strengthen their digital foundations now. That requires establishing a clear, verifiable online identity. It also requires choosing a domain name that demonstrates authenticity, and building a website that reflects your brand’s values, voice and point of view.

    In this environment, the brands that succeed long-term won’t be the loudest or the most tech-savvy; they’ll be the most authentic and trustworthy. Because in a world where artificial voices are growing louder, the brands that stay real will be the ones people believe in.

    We’re witnessing a pivotal moment in digital marketing as artificial intelligence (AI) reshapes how we search, communicate and create.

    For brands, this shift brings new efficiencies and creative possibilities. However, as AI-generated content becomes increasingly widespread, it’s also blurring the lines between what’s true and what’s not, making the concept of truth online more fragile than ever.

    This presents a growing challenge for brands and creators alike: How do you earn and maintain trust in a world where what is considered “real” or “accurate” is constantly in question?

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Rachel Sterling

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  • Home From College: Jobs for Young Adults Without Work Experience | Entrepreneur

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    Julia Haber, the 29-year-old co-founder of career platform Home From College, was a student at Syracuse University when she started her first business: an experiential marketing agency that brought retail pop-ups to college campuses and worked with brands like Shopify to teach students about entrepreneurship.

    Image Credit: Courtesy of Home From College. Julia Haber.

    The experience gave Haber valuable insight into what the career landscape looks like for Gen Z — and just how much it had changed over the past six-plus years.

    “ This next generation is constantly looking for ways to figure out who they are by doing things,” Haber tells Entrepreneur, “and because it’s such a socially native generation, we see all these people online making money in different ways. This next gen really wants to work with brands they love as well and admire, and it’s a blend of this consumer meets career.”

    Related: Gen Z Is Redefining the Workplace — and Companies Must Adapt or Face Losing Talent

    Recognizing that many students graduate without knowing what they want to do with their lives — and often with significant debt — Haber wanted to help them build “multi-hyphenate” careers early on.

    So Haber launched the Los Angeles-based startup Home From College in 2021 alongside co-founder Kaj Zandvliet, a former banker at PineBridge Investments and financial analyst at Sony Music Entertainment.

    “We position ourselves as the translator between companies and college students.”

    Home From College provides students with an opportunity to earn their first dollars and work with the brands they love in a “flexible, student-first” environment.

    To that end, Home From College only hosts paid job opportunities, 90% of which are remote. Companies can create an account on the platform and list their “gigs,” which could be anything from a one-day project to a lengthier brand ambassador program. Students and recent graduates create their own accounts on the platform and apply for the gigs that interest them — no prior work experience required.

    Home From College is free for students to use. The platform offers four subscription tiers for companies, starting at $49 per month, plus a 20% fee on student compensation. All payments take place on the platform via Stripe.

    Related: Why Gen Z Is Ditching the Corner Office Dream — and How Businesses Can Adapt

    Students typically earn about $30 an hour, and the average ambassador program pays students roughly $1,000 a month. It’s also common for students to work two gigs at once. Some of the top earners have seen “tens of thousands of dollars in a short period of time,” Haber notes — with one dedicated student’s gigs even amounting to a $50,000 paycheck.

    “We position ourselves as the translator between companies and college students, and that really resonated,” Haber says.

    Home From College raised $1.5 million of pre-seed funding in 2022, then $5.4 million in a seed round led by GV, formerly Google Ventures, last year.

    The company is using those funds to continue building a “sustainable, fast-moving” business. Home From College has invested in high-level talent and AI to connect students and brands effectively.

    Related: Top Career Motivations of Gen Z and Reasons They Choose an Employer

    “We’ve been implementing a ton of new roles that have more of an AI bent to them.”

    Additionally, although Home From College initially focused on low- to no-skilled jobs, there’s an interesting opportunity to lean on the hard skills that Gen Z college students and recent graduates often already have — like those related to AI, Haber says.

    “We’ve been implementing a ton of new roles that have more of an AI bent to them,” Haber explains, “and helping companies catch up to the students who are already native [in AI]. So that’s been a new frontier of actually having the students be more of the experts in a topic that companies are less proficient in and helping bridge that gap.”

    Companies on the platform are also interested in students with a talent for customer success and sales at scale, Haber says.

    For example, some consumer brands look to students for help with distribution in challenging markets, like the outskirts of a college campus or the middle of the country. It’s typical for these companies to recruit students to source new locations, such as a nearby deli, to sell products.

    Related: Gen Z Talent Will Walk Away — Unless You Try These 6 Strategies

    “ So it’s creating almost a business development sales team, boots on the ground at scale, where they can hire hundreds of people for that type of role,” Haber says, “where it’s skill and labor, and then simultaneously social media and content.”

    Brands often rely on students to run their TikTok shops too, as it can be a massive undertaking for those that want to launch and scale a meaningful affiliate program, Haber notes.  

    “[Students] come in and run those programs on behalf of companies,” Haber says, “and it’s great because it helps generate revenue for their business, but simultaneously teaches [the students] marketable skills.”

    “You’re not just where you went to school. You’re a bigger version of that.”

    Above all, Haber encourages young adults launching their careers to “use your whole self as the opportunity to market who you are” and land the role you want.

    Home From College facilitates that by allowing students to share more information about themselves than a typical resume or job application might glean — for instance, having curly hair could make them “really attractive” to a shampoo brand that specializes in curls and needs a social media manager to connect with its target customer base.

    Related: Gen Z Is Losing Faith in the College Degree — Here’s 3 Reasons Why It’s Still Important for Them

    “You’re not just your major,” Haber says. “You’re not just what your GPA is. You’re not just where you went to school. You’re a bigger version of that.”

    This article is part of our ongoing series highlighting the stories, challenges and triumphs of being a Young Entrepreneur®.

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    Amanda Breen

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  • How Her Side Hustle Became a ‘Monster’ $250M Revenue Business | Entrepreneur

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    This Side Hustle Spotlight Q&A features Demi Marchese, 32, founder and CEO of 12th Tribe, a Los Angeles, California-based fashion brand. Here’s how she used $800 to grow a side hustle into a full-blown business that’s seen over $250 million in lifetime revenue and $35 million annually. Responses have been edited for length and clarity.

    Image Credit: Courtesy of 12th Tribe. Demi Marchese.

    Want to read more stories like this? Subscribe to Money Makers, our free newsletter packed with creative side hustle ideas and successful strategies. Sign up here.

    What was your day job or primary occupation when you started your side hustle?
    After college, I worked in sales for my mom during the day and packed orders at night. I didn’t have a fashion degree. I just had a deep desire to build something that felt like me — bold, global, connected. The brand’s identity is grounded in that relentless hustle and the belief that women can create their own rules and lifestyles.

    Related: This Mom’s Creative Side Hustle Started As a Hobby With Less Than $100 — Then Grew Into a Business Averaging $570,000 a Month: ‘It’s Crazy’

    When did you start your side hustle, and where did you find the inspiration for it?
    I started 12th Tribe in 2015 out of a love for styling, storytelling and standing out. While studying abroad in college, I traveled to 11 countries — each one shaping how I saw the world and fashion. I became fascinated with the idea of expressing where you’ve been and who you are through what you wear.

    At the time, I was curating one-of-a-kind vintage pieces to avoid looking like everyone else. One pair of vintage Levi’s shorts became my travel staple and the first product I officially named and marketed as “the short you pack when you don’t know where you’re going next.” That idea resonated quickly.

    After moving to LA, I began dressing girls for Coachella with globally inspired pieces I sourced myself. The festival was a cultural moment, and I leaned in — styling every detail from jewelry to boots. Word spread, and soon I wasn’t just styling girls for festivals, I was building an online destination where they could shop the entire look.

    Image Credit: Courtesy of 12th Tribe

    What were some of the first steps you took to get your side hustle off the ground? How much money/investment did it take to launch?
    I launched 12th Tribe with $800, no outside funding and a vision I couldn’t shake. I was a solo founder, fresh out of college, doing everything alongside my family and close friends, packing orders, styling shoots and answering every DM. It started as a side hustle, but our first viral moment hit fast. Festival season landed me in sorority group chats and across Instagram, and I was hand-delivering Thrasher vintage shorts to girls across LA. That short became our first cult product and the foundation of something much bigger.

    Related: He Spent $36 to Start a Side Hustle. Now the Business Earns 6 Figures a Year — With Just 1-2 Hours of Work a Day: ‘Freedom.’

    If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you’d done it differently?
    I would have spent a few years working on management skills. Learning how to manage people while also managing the high level of stress of building a company from zero would have changed my life. I also would have trusted the process more. When I was younger — and remember, I was in my 20s launching this business that turned monster real quick — I second-guessed myself a lot. I questioned what I knew. I let people sway me, and I wish I had trusted my gut a bit more at times.

    When it comes to this specific business, what is something you’ve found particularly challenging and/or surprising that people who get into this type of work should be prepared for, but likely aren’t?
    People see the photoshoots, product drops and glossy growth moments, but not the sacrifices behind the scenes. In my 20s, I missed more relationship moments than I can count. Not because I didn’t care, but because I was drained, too stressed, too responsible or simply empty from pouring into the business every day.

    Many assume there’s a team handling everything. But as a founder, especially starting from nothing, you’re in the thick of it. You’re not just driving vision and strategy; you’re carrying the weight of deadlines, departments and the livelihoods tied to your decisions. It’s a responsibility most people don’t understand.

    And as a woman, there’s the constant expectation to be “just enough” of everything. Too direct and you’re cold. Too kind and you’re weak. You’re expected to lead with grace under pressure, but the pressure never really lets up. In reality, it’s less about balance and more about stamina, self-belief and learning to keep going even when no one sees the weight you’re carrying.

    Related: These 31-Year-Old Best Friends Started a Side Hustle to Solve a Workout Struggle — And It’s On Track to Hit $10 Million Annual Revenue This Year

    Image Credit: Courtesy of 12th Tribe

    Can you recall a specific instance when something went very wrong? How did you fix it?
    During peak season, our warehouse partner at the time mishandled inventory for a major launch. Thousands of units were delayed, and customer orders were sitting in limbo. For a brand built on community and trust, that moment felt like it could unravel years of hard work overnight.

    The first step was immediate transparency. I personally stepped in to communicate with our customers, letting them know we were aware of the issue, working around the clock, and that their trust was our top priority. Behind the scenes, I mobilized every department: Our operations team worked directly with the warehouse, our marketing team shifted messaging in real time, and we even restructured fulfillment processes to get orders out manually.

    It was a defining moment for me as a leader because it forced me to not only solve the crisis tactically, but also zoom out and reimagine how we protect the business long-term. That experience ultimately led us to transition to a new global logistics partner and completely overhaul our fulfillment strategy.

    Looking back, what could have been one of our biggest setbacks became a catalyst for scaling with more resilience. It reminded me that as a founder, my role isn’t to avoid problems — it’s to navigate them with clarity, communicate with integrity and make the hard decisions that position the business for the future.

    Related: I Interviewed 5 Entrepreneurs Generating Up to $20 Million in Revenue a Year — And They All Have the Same Regret About Starting Their Business

    How long did it take you to see consistent monthly revenue? How much did the initial side hustle earn?
    In the beginning, it was just me — a one-woman show — with a few friends and family who’d step in to support. That was my first “tribe.” Because I kept the business lean and scrappy, I pushed myself hard and was fortunate to see consistent monthly revenue within just a few months.

    I set intense sales targets for myself and made a promise that if I was going to fall short, I would find a way to make it happen. That meant boots on the ground — whether it was setting up a pop-up, inviting girls into my apartment to shop or selling at any opportunity I could find. I refused to let a month go by without hitting the number.

    At first, I was only making a few hundred, which grew into a couple thousand. I was living at home, so my overhead was low, and I picked up extra income working for my mom’s sales company. But the real engine was pure hustle — I didn’t just wait for online sales to roll in, I created them.

    Eventually, when revenue stabilized, the first hire I made was a finance manager — because I absolutely hated reconciling the books. But those scrappy, do-whatever-it-takes beginnings laid the foundation for everything that came after.

    What does growth and revenue look like now?
    With over $250 million in lifetime revenue and $35 million annually, 12th Tribe has grown into one of the leading DTC fashion brands — all without outside investment. Worn by millions of women worldwide and supported by a loyal 600,000-strong digital community, we’ve become the go-to destination for outfits that make life’s most unforgettable moments. What started with festivals has expanded into a full lifestyle brand, dressing women from college through motherhood and beyond. We’ve achieved double-digit year-over-year growth, launched global shipping that doubled international orders and opened flagship stores in SoHo and on Abbot Kinney in Venice, all while staying 100% female founder–funded.

    Image Credit: Courtesy of 12th Tribe

    What does a typical day or week of work look like for you?
    As a founder and creative director, my time is structured very intentionally across the week to keep the business moving forward on both a visionary and operational level. I begin each week aligning with leadership; this sets the tone by clarifying top priorities, addressing roadblocks and ensuring every department has what it needs to execute.

    From there, I front-load my week with marketing and product, since they’re the heartbeat of the brand and require the most creative and strategic energy. Toward the end of the week, I shift into finance and operations, making sure we’re on track with budgets, forecasting and organizational flow.

    A typical day can swing between big-picture strategy and very hands-on work. I’m often on set for photoshoots, immersed in the creative process, because I believe in being boots on the ground when it comes to storytelling and product presentation. It’s a balance of vision-setting, team alignment and rolling up my sleeves where it matters most, keeping me deeply connected to both the brand and the people who bring it to life.

    I’m currently building out one of the biggest departments that is the center of the brand, so I work pretty heavy hours Monday through Friday. I have given myself the weekends to reset, but by Sunday night, I am prepping for the week ahead. It is really important that I get a full read on my schedule and prioritize what is most important.

    Related: This Couple’s ‘Scrappy’ Side Hustle Sold Out in 1 Weekend — It Hit $1 Million in 3 Years and Now Makes Millions Annually: ‘Lean But Powerful’

    What is your best piece of specific, actionable business advice?
    I want women — especially young founders — to know that you don’t need a million followers, VC funding or a perfect plan to start. You need conviction, community and the courage to show up again and again. That’s what built 12th Tribe. And that’s what will keep us moving, one powerful moment at a time.

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    Amanda Breen

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  • I Run A Global Advertising Agency. Here’s How We Create Great Ideas — By Rewarding Lots of Bad Ideas | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Where do good ideas come from?

    After serving as CEO of the advertising agency BBDO Worldwide for 20 years, working closely with some of the largest brands in the world, I’ve come to an answer: Good ideas come from a willingness to have bad ideas — many, many bad ideas.

    If you want the creative process to work, you must accept that it is messy. Instead of inching your way, step by step, from data to solution in a logical progression, it’s best to generate a chaotic array of possibilities and test them out on the problem until something clicks. Jump to conclusions without worrying about how you cross the intervening gap.

    I know that sounds abstract. So here’s a specific example: Snickers.

    The origins of an incredible campaign

    My agency came up with the theme “You’re not you when you’re hungry” for a Snickers campaign, which went on to become one of the most successful campaigns in advertising history. It launched with a Super Bowl ad in 2010, featuring the legendary Betty White being “tackled” in a football game, and has been expanded and localized to 83 countries around the world.

    To this day, clients ask how we got the idea. They want to know what market research led us to the insight, then the foundational idea, and finally the Betty White script and campaign that drove millions to eat more candy bars. People always assume it was an act of brand-purpose oriented, data-driven, logical deduction: When you’re hungry, of course you act irrationally.

    But we did not arrive at that insight fully formed. Here’s the real story.

    When Snickers was first manufactured in Chicago in 1930, it was meant to be a filling snack bar when you were hungry. Little about it has changed since. But a few years into the turn of the twenty-first century, that enduring truth had started to become humdrum, and Snickers had fallen to No. 7 in the chocolate category.

    The challenge became: How do you make something new and fresh out of the same old thing? A line like “Hungry? Eat a Snickers” just isn’t going to cut it.

    So here’s what we did. David Lubars, who was BBDO’s Chief Creative Officer at the time, gave the assignment to five teams of people, who got busy writing all kinds of (bad) Super Bowl scripts. Then David reviewed them all—and buried deep inside one of their scripts, barely calling attention to itself at all, was the line “You’re not you when you’re hungry.”

    David recognized how powerful that idea could be. It was, he said, “so flexible and stretchy that it could go anywhere in the world it needed to go.” And that’s what happened. But to find an idea this powerful, he first needed to generate that huge volume of bad ideas—making it possible for David to identify a kernel of greatness, see its implications, share his insight with his colleagues, and get the support it needed.

    How to reproduce this process

    This may sound simple, but it is not, and it rarely happens organically. Instead, it requires something that I call The Creative Shift —a deliberate and strategic choice to design the conditions that will unleash creativity when an organization needs it the most.

    Here’s how to be deliberate and strategic about producing bad ideas, so you can find the first one.

    First, remember this: Most people don’t understand the creative process. Instead, they often tend to say things like: A good idea can come from anyone. Or they might say, there are no bad ideas. But those concepts squelch creativity, rather than unleash it—because they put pressure on everyone to perform. After all, who cares if there are “no bad ideas” if everyone can conceivably come up with a great one.

    That’s why, to be truly creative in a group, you must flip these ideas around. You must tell your team:

    1. Bad ideas can come from everyone.

    2. I want as many bad ideas as possible in a short period of time.

    Why? Let’s start with human nature. People are afraid of making a mistake, so when they’re challenged to come up with lots of ideas, they often shut down. They feel like they’re on a high wire, with no room to deviate. They start to wonder: What if I’m wrong? What if I look foolish in front of my boss and colleagues? Will I be blamed if the idea doesn’t work?

    But when you specifically invite people to come up with bad ideas, and to do it in a short period of time, people start thinking in a more open-minded and imaginative ways—because they’re no longer constrained by the need to be right, or good, or brilliant.

    It’s the fastest path to success

    Maybe this process sounds inefficient. Why generate and consider lots of bad ideas, when you can instead focus your efforts on the right one?

    Here’s why: Most of the time, we have found, nine out of ten ideas are simply not good.

    So instead of trying to generate good ideas (which is inefficient and unrealistic), your initial goal is to simply generate a lot of ideas. Idea volume is a good thing, because the best ideas often begin as unrealized parts of otherwise bad ideas.

    Remember the Snickers example: The winning idea was buried in an otherwise humdrum script. David was the one who stumbled upon it, and then caught it.

    As a leader, it’s important to completely change the way your people look at the idea-generation process and create a space where they’re encouraged to have lots of bad ideas. If you must reward people for anything at this stage, reward them for having the most bad ideas.

    From there, you’ll unleash creativity. And you’ll find the idea that matters.

    Adapted from The Creative Shift: How to Power Up Your Organization by Making Space for New Ideas Copyright © 2025 by Andrew Robertson. Available from Basic Venture, an imprint of Hachette Book Group, Inc.

    Where do good ideas come from?

    After serving as CEO of the advertising agency BBDO Worldwide for 20 years, working closely with some of the largest brands in the world, I’ve come to an answer: Good ideas come from a willingness to have bad ideas — many, many bad ideas.

    If you want the creative process to work, you must accept that it is messy. Instead of inching your way, step by step, from data to solution in a logical progression, it’s best to generate a chaotic array of possibilities and test them out on the problem until something clicks. Jump to conclusions without worrying about how you cross the intervening gap.

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    Andrew Robertson

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  • How One Man Conquered the World’s Toughest Peaks — and Built a Brand Every Founder Should Study | Entrepreneur

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    After conquering the world’s 14 toughest peaks in record time, Nepali-born Nims Purja rose as a bold voice for the often-overlooked Sherpa guides. In the process, he became the first true celebrity mountaineer of the social media era — and one of the most debated figures in the global climbing scene.

    His path wasn’t paved with venture funding or viral hacks — it was carved out with ice axes, discipline and a refusal to accept the limits others set. Purja is not just a climber; he’s an entrepreneur of his own brand, built atop grit, story and bold vision. His journey offers timeless insights for anyone aiming to build a global presence and leave a legacy.

    Dare to dream bigger

    By climbing all 14 of the world’s 8,000-meter peaks in just six months and six days — a feat that previously took others nearly a decade — he didn’t compete within the old standards; he created a new one entirely. For entrepreneurs, the lesson is clear: Don’t aim to improve marginally on what’s been done — dare to redefine the game itself.

    Apply the 10x framework: Instead of asking “How can we improve by 10%?” challenge yourself to ask “How can we deliver 10x the value?” A local restaurant shouldn’t just aim to be “better.” They should ask: “How can we create an experience so unique that customers travel 30 minutes just to eat here?” Take 30 minutes this week to list your current business goals, then rewrite each one using 10x thinking.

    When you operate with bold vision, relentless execution and unapologetic ambition, you don’t just enter the market — you reshape it. Purja’s example teaches founders that category leadership doesn’t come from incrementalism; it comes from delivering results so extraordinary that they spark a global conversation.

    Related: Dream Big: 3 Ways to Fight Off Doubt and Build the Business You’ve Always Wanted

    Own your narrative

    Purja’s rise to global prominence wasn’t just about his physical feats — it was also about how masterfully he told his story. Through his book Beyond Possible, the Netflix documentary 14 Peaks and a consistent, personal presence on Instagram, Purja controlled the narrative of his journey, spotlighting not just his own achievements but also celebrating his team, clients and fellow Nepali climbers.

    Master the three-channel system: Choose one primary social platform where you’ll post daily, add one long-form medium (blog, newsletter or LinkedIn articles) for weekly deep-dives, and secure one multimedia opportunity monthly (podcast, video or speaking engagement). Use the 70-30 rule: 70% behind-the-scenes process content, 30% final results.

    Importantly, when faced with allegations of misconduct in 2024, Purja used his platforms to respond directly, transparently and on his own terms.

    Prepare your crisis playbook now: When facing criticism, respond within 24 hours using this framework: Listen to the concerns (take 24 hours to process), acknowledge any valid points, respond with facts and your next steps, then follow through publicly. The lesson for entrepreneurs is powerful: In today’s digital age, owning your narrative means owning your audience, your brand and your resilience.

    Transfer skills across domains

    One of the most underrated superpowers in entrepreneurship is the ability to transfer skills across domains. Purja’s background in the British Gurkhas and the U.K.’s elite Special Boat Service wasn’t just a footnote in his story; it was the foundation. The discipline, decision-making under pressure, team cohesion and mental fortitude he developed in the military directly fueled his success in extreme mountaineering.

    Complete a skills audit: Take two hours this month to map your previous experiences. Create three columns: your past career or major experience, the specific skills you developed and how each could differentiate your current business. Focus on skills your competitors likely don’t have — these become your unfair advantage. A former teacher launching a business might leverage lesson planning abilities for customer onboarding, while an ex-military professional could apply tactical decision-making frameworks to client strategy sessions.

    Entrepreneurs often overlook the value of their past experiences — whether it’s a former career in a different industry, a side hobby or even personal challenges — but it’s often these very experiences that spark breakthrough ideas or create a unique edge. That unusual blend of backgrounds becomes your unfair advantage. Innovation doesn’t always require inventing something new; sometimes, it’s about repurposing what you already know in a way the world hasn’t seen before. The key is to recognize the transferable gold in your own journey and have the courage to apply it boldly in new arenas.

    Related: How My Old Job Secretly Prepared Me to Build a Thriving Business

    Monetize with meaning

    Books, talks, gear, coaching — these aren’t just revenue streams; they’re powerful brand extensions that reinforce your story and values. Purja turned his mountaineering journey into a multifaceted brand by writing a bestselling book (Beyond Possible), starring in a Netflix documentary, launching branded gear and offering high-end expeditions and coaching experiences. Each extension aligns with his core narrative of resilience, pushing limits and elevating others — strengthening his personal brand and expanding his reach.

    Build the four-stream model: Structure your revenue as 60% core service, 20% educational content (courses, books, workshops), 15% physical products or branded items and 5% high-value consulting or group programs. Start by perfecting your core offering and documenting your process. Then, in month two, create your first educational product — an eBook, video series or workshop. Month three, launch one branded physical item. By month six, add a premium consulting or mastermind component.

    Small businesses can apply this same approach, even on a modest scale. A local fitness studio could publish an eBook on home workouts, host online wellness webinars, sell branded apparel and offer one-on-one coaching for clients looking to build sustainable fitness habits. A bakery might launch a recipe blog, host virtual baking classes, sell branded tools like aprons or spatulas and speak at local events about entrepreneurship or sustainability.

    The key is to create extensions that tell your story in different formats — whether it’s education, merchandise or experiences — so your audience engages with your brand on multiple levels. When done thoughtfully, these extensions don’t just generate income — they deepen loyalty and turn your business into a lifestyle.

    Root in purpose

    Purja’s rise wasn’t just about personal glory — it was about collective recognition. From the start, he made it clear that his mission wasn’t only to break records but to uplift the often-uncredited heroes of Himalayan climbing: the Sherpas and Nepali guides who have long risked their lives on the world’s highest peaks like Everest without global recognition. By intentionally sharing the spotlight, forming all-Nepali climbing teams and using his media platforms to name and celebrate others, Purja shifted the narrative from individual achievement to collective pride.

    Apply the 20% rule: Dedicate one-fifth of your content and platform to highlighting others in your ecosystem. Create a monthly rotation: Week 1, feature a team member; Week 2, spotlight a supplier or partner; Week 3, showcase a customer success story; Week 4, amplify someone in your industry who deserves recognition. Track engagement rates on these posts versus self-promotional content — you’ll often find that generous content performs better.

    For entrepreneurs, this is a powerful lesson: Your platform is not just a megaphone for your success — it’s a tool for impact. Whether it’s amplifying the voices of overlooked teammates, underrepresented communities in your industry or emerging talent in your field, using your influence to lift others builds long-term credibility, loyalty and brand depth. In a world that values authenticity and purpose, advocacy isn’t just the right thing to do — it’s also a strategic move that differentiates you as a leader with vision and heart.

    Related: How Defining Your Purpose Can Help Attract the Right Clients, Build Culture and Drive Success

    Becoming a global superstar isn’t just about talent — it’s about vision

    Purja’s rise reminds us that superstardom doesn’t come from chasing fame — it comes from chasing the extraordinary and bringing others with you. Whether you’re building a startup, a personal brand or a social movement, the path to global recognition is paved with authenticity, audacity and advocacy.

    Your 90-day implementation plan: Start with one framework this month — perhaps the skills audit or three-channel narrative system. Master it over 30 days, measuring your progress weekly. Month two, add the four-stream revenue approach or 20% advocacy strategy. By month three, integrate 10x thinking into your biggest business challenge. Each framework builds upon the others, creating a comprehensive approach to authentic growth.

    The question isn’t whether you can reach the summit — it’s whether you’re ready to believe the summit isn’t high enough.

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    Liliana Pertenava

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  • This Company Gives Away 100% of Its Profits — And Its Thriving | Entrepreneur

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    Even the staunchest capitalists acknowledge the tension between profit and social good. In a consumer-driven society, money often overshadows morals.

    Many founders claim their companies exist to make a difference, but in a system that prioritizes profits, good intentions are easily squeezed out. The Green brothers stand out as rare exceptions.

    Award-winning authors and YouTube trailblazers Hank and John Green have a storied history of supporting global health causes. At first, they did so by raising awareness with their platform. Now, the always innovative brothers are trying a more active form of philanthropy.

    Their latest venture, Good Store, is taking social justice to a new level, selling sustainable, quality products and donating 100% — yes, 100% — of profits to charity.

    Related: This Keepsake Reminds Me of My First Dream — And Why I’m Grateful It Never Came True

    Image Credit: Good Store

    The Fault in Our Systems

    While the Green brothers are best known for their bestselling novels and educational YouTube videos that have guided countless high school students, philanthropy is quite literally in their DNA. They grew up in a family deeply rooted in nonprofit work: their father worked at The Nature Conservancy, while their mother was a community activist.

    “Our parents are never proud of us when we accomplish anything other than giving money away,” John jokes.

    Early in his career, John worked at a tertiary care children’s hospital as a student chaplain — an experience that proved to be immeasurably formative.

    “Every kid who came into that place received excellent care,” he recalls. “It wasn’t perfect, and the outcomes weren’t always what people wanted, but everyone had a chance.”

    In 2011, brothers John and Hank Green launched the educational YouTube channel Crash Course. During that period, they became increasingly interested in global health equity, often brainstorming ways to support what John describes as “long-term interventions.”

    “I think I was probably a little more passive in my early activism,” John recalls. “But around the time of the success of The Fault in Our Stars, I realized I now had time — not just money, but also other resources — that I could use.”

    One of those resources was the small online merch store the brothers had started in 2008. They decided to direct its revenue toward improving healthcare in Sierra Leone, one of the world’s most impoverished nations.

    “It’s easy to feel paralyzed when trying to address the world’s problems — they’re endless, and horrors abound in every direction,” John says. “For us, the goal was to make a long-term investment in one community, so we could see the kind of positive change that unfolds over time.”

    Their first step was to consult trusted peers, asking who was doing the most effective work in these communities. Again and again, one name came up: Partners In Health, an organization they had already supported through their annual charity event, Project for Awesome.

    The brothers called them up, asking if they were interested in a more formal partnership, and the rest is history.

    “When we started providing support to the maternal healthcare system in Sierra Leone, about one in 17 women were dying during pregnancy or childbirth,” John says. “Today, it’s closer to one in 53. Our contribution is only a tiny part of that progress — most of the credit goes to the Sierra Leonean government and the Sierra Leonean people — but being able to play even a small role is a reminder that life doesn’t merely suck.”

    Related: Do You Give Discounts To Your Nonprofit Clients? I Don’t

    From Paper Towns to real impact

    In addition to material health in Sierra Leone, Good Store also supports causes like TB treatment in Lesotho, and coral reef restoration — all powered by the sales of everyday products like socks, underwear and soap.

    “We’re trying to create more ethical ways to consume the things you have to consume,” John says. “People need these essentials, so we want to offer them at a fair price, but with a different business model.”

    Shockingly, this model doesn’t exactly have investors tripping over themselves to join on. After all, the economic ROI of a company that donates all of its profits after breaking even isn’t exactly enticing to traditional capitalists.

    That means the brothers rely on their own money and investments from a few close friends to fund the business.

    “The deal is that we break even, and the rest of the money goes to charity,” John explains. “In the narrow sense, is that a good investment? No. But like, I’ve had investments that didn’t break even.”

    While he admits to hearing out “socially conscious” venture capitalists over the years, John believes the company doesn’t require outside money to be successful.

    “We’ve been growing steadily for the last 15 years, and I’m comfortable with that pace,” he says. “Having capital to accelerate growth would be exciting, but it would also come with strings I’m not comfortable with.”

    Conclusion

    Success for Good Store means more than just a positive profit margin. It means funding treatment for the 1.5 million people who die of tuberculosis each year, and helping lower maternal mortality rates in Sierra Leone.

    The world may not be a wish-granting factory, but for countless people around the globe, Good Store comes remarkably close.

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    Leo Zevin

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  • Gen Z’s Limiting Screen Time — Here’s How to Reach Them Now | Entrepreneur

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    I’m sure you’ve heard these comments before: “The youth today are addicted to their phones.” Although there are plenty of stereotypes about the youngest generations, some of these common assumptions are not always true.

    Recent studies have confirmed that Generation Z, aka Gen Z, aka Zoomers, the oldest of whom are 28 this year, are turning the corner on their “always on” reputation.

    New research shows that 81% of Gen Z adults (and 78% of millennials!) often wish they could disconnect from digital devices more easily, and 74% of them feel real-life experiences are more important than digital ones. Another study showed that nearly half (46%) limit their screen time in some way, with 17% saying they limit their screen time on all or most days.

    Even more telling: Searches for “digital detox ideas” and “digital detox vision boards” are also up by 72% and 273% respectively.

    In a quest for balance, people are looking to get offline. This is why it’s increasingly important to get creative with your marketing tactics, something I’ve leveraged successfully to build a $100 million business from nothing, without any capital injections or funding.

    Gen Z may not be the largest population in the U.S., but they have real buying power. Studies show that these young trend-setters impact family spending habits as much as 77%.

    So here are two ways to connect with Gen Z on their terms and generate more revenue for your business.

    Related: 5 Simple, Science-Backed Ways Entrepreneurs Can Connect With Gen Z

    Use the offline tactic that led 91% of Gen Z to make a purchase last year

    Gen Z was the first generation to grow up fully online. As a result, offline marketing is novel again. Whether this is radio, print magazines or even in-person marketing, 74% of Gen Z consider real-life experiences as more important than digital ones.

    Research shows that direct mail, in particular, works well with Gen Z. In fact, it’s reported that 72% of the Gen Z population said they would be disappointed to no longer receive mail, and that they look forward to receiving it every day.

    Not only does this generation appreciate mail, they respond to it — 91% of Gen Z say they’ve made a purchase as a result of mail they received.

    This is something I’ve seen firsthand in my own business. We analyzed 115,393 leads generated in 2024 — the sum of all our direct mail and digital leads, no cherry picking whatsoever — and discovered that we made $253.54 per direct mail lead and only $41.60 per digital lead. That’s over a 500% difference!

    Even though direct mail has been around for decades, that doesn’t mean it’s without newfound bells and whistles that will help you appeal even more to today’s generation. Digital printers have made highly personalized mail pieces possible. Today, it’s easy to include eye-catching personalizations on individual mailers, like a recipient’s first name, a stock image of someone in the same demographic group or even product images related to past purchase behaviors and more.

    Another modern-day trick is direct mail automation, which allows your business to tap into unique events along the customer journey with trigger-based mailings. The carves out a highly personalized experience for prospects and customers alike. For example, imagine visiting an ecommerce website and shopping around without making a purchase. If you received a postcard a couple of days later featuring the product you were looking for with a 15% discount code, would you be tempted to go back and buy? I know I would!

    Direct mail automation like this is still a relatively new technology, which means you have time to jump on it and run a few tests for your business to see if it works — likely before your competitors do the same.

    Related: How to Boost Your Business With Direct Mail Automation and Retargeting — a Detailed Beginner’s Guide

    Attention is worth its weight in gold, so diversify your marketing to boost attention on your campaign by 39%

    Gen Z loves video — whether they are actively trying to reduce screen time or not. From TikTok to YouTube, they love short- and long-form video content. Research confirms that more than half (60%) of all TikTok users are Gen Z, and 51% visit YouTube daily. So, including video content in your marketing strategy is important.

    In my business, we’ve capitalized on this by including more video in online marketing. We took some of our video case studies and shortened them for social media ad content. As a result, our average number of social media leads per week doubled from 174 in 2022 to 356 in 2023! That’s a 105% increase, and it’s held steady since then.

    Yes, Gen Z is limiting screen time, but that doesn’t mean they’re eliminating it. I advise you to make the most of the hours they spend scrolling — or even sitting on the couch watching Netflix.

    The best part about leveraging video ads on popular platforms as well as on TV is that you can target the same groups of people on your mailing lists. It’s a great way to stay in front of your most qualified leads and keep your business top of mind.

    I recommend obtaining a list of your ideal prospects and targeting them with direct mail and video ads on Facebook, Instagram and even ad-supported connected TV (CTV). When they wake up and check their phones, they come across your video ad on Instagram, then in the afternoon they receive a postcard from you, and in the evening they see a CTV commercial about your business in between shows on Amazon Prime.

    This creates an effect where prospects feel like they are seeing your business everywhere. I even created a service to do exactly this, called Everywhere Small Business, in case you want to try this approach without managing all of the ads on separate platforms yourself.

    Related: I’ve Helped 124,393 Entrepreneurs With Their Advertising — Here Are My Top 3 Secrets Proven to Generate Results

    Studies show that this type of multi-channel, integrated approach garners 39% more attention than single-media campaigns. That’s the kind of lift in response that could be the key to shortening your sales cycle and boosting revenue — and it’s even more effective when it runs on autopilot while you focus on more important things.

    In my 27-plus years of experience in marketing, I’ve learned that these tactics will help turn heads both online and offline. Whether it’s for the youngest or the oldest generations, these strategies will deliver real results.

    I’m sure you’ve heard these comments before: “The youth today are addicted to their phones.” Although there are plenty of stereotypes about the youngest generations, some of these common assumptions are not always true.

    Recent studies have confirmed that Generation Z, aka Gen Z, aka Zoomers, the oldest of whom are 28 this year, are turning the corner on their “always on” reputation.

    New research shows that 81% of Gen Z adults (and 78% of millennials!) often wish they could disconnect from digital devices more easily, and 74% of them feel real-life experiences are more important than digital ones. Another study showed that nearly half (46%) limit their screen time in some way, with 17% saying they limit their screen time on all or most days.

    The rest of this article is locked.

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    Joy Gendusa

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  • Your Ads Won’t Matter if Customers Hate the Experience | Entrepreneur

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    When business leaders consider brand building, they often think of traditional promotion, like print and digital advertising, or maybe a well-placed radio commercial to attract their target audience. They spend massive amounts of ad dollars to build brand awareness. But for most private businesses, brand building isn’t about throwing more money at advertising. It’s about creating an organization that engages, delivers on promise, and perhaps most of all, provides exceptional customer experience.

    According to a recent PwC Future of Customer Experience Survey, 65% of customers say a positive experience with a brand is more influential to them than great advertising. This is not to say there isn’t a place for advertising. But an engaging customer experience can be profoundly more impactful.

    Brands that crushed it with little advertising

    There are notably some massively successful brands that simply don’t advertise. In the B2B sector, have you ever seen an ad for McKinsey Consulting? Or consider Trader Joe’s, a grocery store chain with more than 600 locations and an incredibly loyal customer base. They don’t spend a dime on traditional advertising. Or think back to TGI Fridays in its heyday. Customers flocked to the casual dining hotspots, attracted by charming décor, a crowd-pleasing menu and its signature flair bartending that almost defined the era. While revenue was in the billions, TGI Friday’s focused on experience, not ad dollars, to create loyalty and buzz around the brand.

    Zappos is another excellent example of a brand that was built mostly on customer experience rather than big ad budgets. While the online shoe seller does advertise, the company is most recognized for delivering high-impact customer service.

    Former Zappos CEO, the late Tony Hsieh, was a trailblazer in the customer loyalty space and famously said, “Customer service shouldn’t just be a department, it should be the entire company.” Under Hsieh, Zappos implemented legendary practices like its 365-day return policy, unscripted customer service reps with no call time limits and surprise free overnight shipping upgrades. Imagine expecting the delivery of your new boots in a week, only for them to be waiting on your doorstep the very next day.

    Hsieh also wisely once said, “People may not remember exactly what you did or what you said, but they will always remember how you made them feel.”

    Are you more likely to trust an ad in a magazine or the company that just delivered your package a week early?

    Related: How to Earn Customer Trust and Boost Sales Without Big Ad Budgets

    Misalignment can kill a brand

    What happens when a brand underwhelms, angers or alienates the very customers it intended to serve? Misalignment between brand messaging and customer experience turns once-loyal customers into disillusioned doubters who eventually turn to the competition to better suit their needs.

    Branding misalignment can take many forms. A hotel that advertises luxury accommodations has stained carpets and low water pressure in the shower. A software company that promises seamless integration has customers waiting hours for help desk support.

    A restaurant that advertises itself as a culinary delight serves up wilted salads by moody waiters. A supplier delivers low-grade stainless-steel parts that were promised to be titanium.

    When your marketing and advertising make promises that your operations are unable to satisfy, the business loses credibility, customers and ultimately money.

    The power of word-of-mouth marketing

    Most of us don’t make buying decisions in a vacuum. We search the internet, scour reviews and compare competing goods, services and suppliers. But the most significant green flags for purchasers are recommendations from people we know and respect. According to a 2012 Nielsen Global Trust in Advertising Report, 92% of consumers find more value in recommendations from people they know than any form of advertising. When a brand delivers an experience worth talking about, happy customers become their word-of-mouth marketing and are more persuasive than a two-dimensional ad could ever be.

    When was the last time you recommended a business or brand to a friend or colleague? While your endorsement may have been partly due to price, chances are there was something more to the experience that made the brand worth sharing. Your advocacy wasn’t due to a shiny ad, but rather how your customer experience made you feel respected, cared for and valued.

    Now those are impressions worth sharing.

    Related: Harness the Power of the 5 Senses to Make Your Brand Better

    Happy customers are your most powerful marketers

    By giving your customer a positively memorable experience, you transform that person into a brand ambassador willing to shout their support from the rooftops, and without ever dipping into your advertising budget. Word-of-mouth marketing scales organically when you consistently exceed customer expectations. So, give them something to talk about and see how that brand ambassadorship multiplies by dozens, hundreds or even thousands of raving fans eager to champion your business.

    Keep in mind that negative experiences are just as likely, if not more so, to spread like wildfire and scorch the brand you worked so hard to build. You have surely witnessed devastating brand damage from a single viral video posted to social media by an unhappy patron. Even more reason to ensure your customer experience goes above and beyond. Always.

    When business leaders consider brand building, they often think of traditional promotion, like print and digital advertising, or maybe a well-placed radio commercial to attract their target audience. They spend massive amounts of ad dollars to build brand awareness. But for most private businesses, brand building isn’t about throwing more money at advertising. It’s about creating an organization that engages, delivers on promise, and perhaps most of all, provides exceptional customer experience.

    According to a recent PwC Future of Customer Experience Survey, 65% of customers say a positive experience with a brand is more influential to them than great advertising. This is not to say there isn’t a place for advertising. But an engaging customer experience can be profoundly more impactful.

    Brands that crushed it with little advertising

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    Jason Zickerman

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  • Co-founders of Stakt on Starting a Side Hustle Earning $10M in 2025 | Entrepreneur

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    This Side Hustle Spotlight Q&A features New York City-based friends and co-founders Millie Blumka, 31, and Taylor Borenstein, 31. The pair started a side hustle in 2021 called Stakt, an adaptable workout accessories brand.

    Blumka was a director of brand partnerships at Showfields and Borenstein was a product implementation manager at Bloomberg when they invested about $50,000 of their personal savings into the business. The co-founders have since grown it from a two-person operation to a lucrative business on track for $10 million in revenue in 2025 as it scales across Amazon, DTC and B2B.

    Read exactly how they did it, here.

    Image Credit: Courtesy of Stakt. Taylor Borenstein, left, and Millie Blumka, right.

    Responses have been edited for length and clarity.

    When did you start your side hustle, and where did you find the inspiration for it?
    Blumka and Borenstein: We had the idea for Stakt back in 2020 when home workouts became the norm and our old yoga mats just weren’t cutting it. We needed more support and versatility for the variety of workouts we were doing like sculpt and pilates, and we couldn’t find a mat that could keep up. We found inspiration through our own personal need and noticing many trainers we looked up to were rolling their mat in half to get extra support…we knew there had to be a better way.

    Related: This Couple’s ‘Scrappy’ Side Hustle Sold Out in 1 Weekend — It Hit $1 Million in 3 Years and Now Makes Millions Annually: ‘Lean But Powerful’

    What were some of the first steps you took to get your side hustle off the ground? How much money/investment did it take to launch?
    Blumka and Borenstein:     Neither of us had started a business before, let alone created a product, so the first step was a lot of networking. We spoke with friends of friends to try to understand how you even go about creating a product. We also did a lot of surveying to understand if this was an “us” problem or if other people were struggling with this, too. We each invested $25,000 of our own savings to get the business off the ground and have invested profits ever since.

    Image Credit: Courtesy of Stakt

    If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you’d done it differently?
    Blumka:     If I could go back, I’d probably establish our lanes much earlier. In the beginning, we both tried to touch everything and be hands on for every aspect of the business. Once we defined who owned what, things became so much smoother. Having those roles in place earlier would have saved us a lot of time.

    Borenstein: I probably would have hired customer service support sooner, as we spent a lot of our time on customer experience when we could have spent it building the business.

    Related: These Friends Started a Side Hustle in Their Kitchens. Sales Spiked to $130,000 in 3 Days — Then 7 Figures: ‘Revenue Has Grown Consistently.’

    When it comes to this specific business, what is something you’ve found particularly challenging and/or surprising that people who get into this type of work should be prepared for, but likely aren’t?
    Borenstein:     Before starting a consumer brand, I had always thought, How hard could it be if you have a good product? It turns out the product is just the first step: Growing a business takes a ton of discipline, hard work, networking and efforts across all verticals to really make it successful.

    Image Credit: Courtesy of Stakt

    Can you recall a specific instance when something went very wrong — how did you fix it?
    Blumka:     We once had an entire container of inventory arrive damaged, and we didn’t feel comfortable selling it. Instead, we donated the mats to local organizations and used them for community events. It left us out of stock for a while, so we leaned on pre-orders and reframed the challenge as a marketing opportunity.

    How long did it take you to see consistent monthly revenue? How much did the side hustle earn?
    Blumka:     We didn’t pay ourselves until we decided it was time to make Stakt our full-time jobs instead of just a side hustle.

    Borenstein: It took about a year before things leveled out and we saw consistent monthly revenue. For the first year, there were good months, great months and bad months — eventually it became more consistent and easier to predict.

    Related: At 24, She Immigrated to the U.S. and Worked at Walmart. Then She Turned Savings Into a ‘Magic’ Side Hustle Surpassing $1 Million This Year.

    What does growth and revenue look like now?
    Blumka and Borenstein:     We are on track to do $10 million in revenue this year — doubling what we did in 2024.

    Image Credit: Courtesy of Stakt

    What do you enjoy most about running your business?
    Blumka:     The combination of creativity and community. I love taking an idea and turning it into something people genuinely connect with. That said, the real reward is seeing our products out in the wild, with people actually using and loving them. Building community around movement and wellness has been the most fulfilling part. Plus, doing it alongside my best friend is the biggest bonus.

    Borenstein: At some point, this truly stopped feeling like work. Stakt is an extension of me and my family, and every day I get to work with my best friend and my husband (whom we hired last year). I love that I can make my own schedule, my hard work is rewarded with the growth of my own business, I meet awesome people, and I get the opportunity to design new products and see them come to life.

    “Chaos is part of the journey.”

    Based on your journey so far, what’s your best advice for aspiring founders?
    Blumka:     There will never be a perfect time, perfect product or perfect plan, but you have to start somewhere. There will always be a reason to wait, but the real progress starts once you launch. This is when you can adapt, learn and grow.

    Borenstein: Everyone will have advice, but trust your gut — there’s no single playbook. And remember, no one has it all figured out; the chaos is part of the journey.

    Want to read more stories like this? Subscribe to Money Makers, our free newsletter packed with creative side hustle ideas and successful strategies. Sign up here.

    This Side Hustle Spotlight Q&A features New York City-based friends and co-founders Millie Blumka, 31, and Taylor Borenstein, 31. The pair started a side hustle in 2021 called Stakt, an adaptable workout accessories brand.

    Blumka was a director of brand partnerships at Showfields and Borenstein was a product implementation manager at Bloomberg when they invested about $50,000 of their personal savings into the business. The co-founders have since grown it from a two-person operation to a lucrative business on track for $10 million in revenue in 2025 as it scales across Amazon, DTC and B2B.

    Read exactly how they did it, here.

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    Amanda Breen

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  • How AI’s Defining Your Brand Story — and How to Take Control | Entrepreneur

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    If you ask a large language model (LLM) like ChatGPT or Google Gemini to solve your customers’ pain points, it will give you an answer based on the easiest-to-verify information. That often includes published articles, consistent founder commentaries, structured product pages and other third-party references. If those answers do not include your brand, these learning models default to featuring your competitors.

    That’s the practical risk facing every founder today. As more work is automated and teams are expected to deliver more with less, clarity and credibility become the real leverage. Thought leadership is how you make yourself findable and trustworthy in this machine-mediated era.

    Related: How to Get Your Business Recommended by AI Tools Like ChatGPT — and Win More Clients

    Founder-led storytelling remains the strongest defense for brand voice and trust

    Your brand voice is essentially your company’s personality. If you don’t define it, it will show up differently across every channel. The best way to set it is through your origin story. As the founder, only you can explain in clear and plain language why the company exists, what it stands for and who it’s built to serve.

    Once that story is established, make it the reference for everyone, both internally and externally. Put it in your website’s About page, your brand guide, and your sales and support playbooks. Marketing, sales and customer support can then use the same voice and terms. This will create a brand that is more consistent and can easily gain the trust of people wherever they encounter it.

    Build an algorithm-aware media strategy to boost rankings in Google and AI-driven searches

    Thought leadership only works when it can be verified, which means you have to make it easy for search engines and LLMs to back up your claims.

    Start with the questions your buyers actually ask. Most revolve around defining the real problem, comparing options and reducing risk. Answer those questions where authority already exists in your niche. This could be through credible industry outlets, top-tier publications and expert communities. Use bylines and interviews that offer unique insights (not recycled talking points). On your website, turn the same answers into clear explainers with precise terms, clear CTAs and referenceable data.

    To make your content easy for machines to verify and include you in search results, add a special code to your website that explicitly tells search engines who the founder is, what your company is, what your products are and which articles you wrote. This helps connect all the pieces for LLMs to prove that a real expert with a credible backstory runs your company.

    Additionally, you can maintain a current press page with original headlines and dates. Treat trusted review sites, relevant directories and active communities as part of your digital footprint. The goal is a clean trail of evidence that points back to you, so when an LLM composes an answer, your materials are the easiest to cite.

    One thing you must remember is always to keep your language aligned with how buyers search. Use their words. Write headlines that mirror actual searches. If the industry’s terminologies change, start incorporating those new terms into your messaging. However, frame these new terms within your unique brand philosophy to avoid sounding generic (like everyone else). This helps you rank in Google and increases the odds that an LLM selects your content.

    Related: How to Make Sure ChatGPT Recommends Your Products — Not Your Competitor’s

    Lead with authenticity and adopt an adaptive approach to stay ahead of AI changes

    As AI systems and their search results continue to evolve, the best way to stay ahead is to ground your brand in authenticity. This means making clear and testable claims and consistently relating your services and products to consumers. Such transparency builds credibility with the public while giving LLMs a history of precise, trustworthy updates to learn from.

    A practical way to get this done is with a monthly review cycle. Each month, see how AI models are describing your brand and your market. If you spot a gap between their summary and your actual status, you can close the gap with a new case write-up or a refreshed product page.

    You’ll also want to monitor changes in search engines like Google. To stay visible, watch how the results page changes and format your content to match what works best, like creating Q&A sections. An internal style guide with official (approved) verbiage and up-to-date stats can also be helpful, as it allows your team to create new content quickly that’s consistent in all channels.

    Related: How to Train AI to Actually Understand Your Business

    Redefining the founder’s role in the AI era

    These three strategies are not a series of short-term hacks to outsmart AI. These are the foundational works of building a sustainable digital reputation.

    In an era where generic information is endlessly commoditized by AI, your unique judgment, firsthand experience and specific point of view as a founder are the only true differentiators. I have personally designed (and proven) these strategies to make that authentic human expertise so clear and well-documented that both machines and people can recognize and rely on them.

    Remember that you are not only trying to avoid being misrepresented by AI; you are actively building a moat of credibility that competitors who rely on vague claims and recycled content cannot cross. This redefines a core part of your job as the founder: to be the only source and chief editor of your brand’s voice.

    If you ask a large language model (LLM) like ChatGPT or Google Gemini to solve your customers’ pain points, it will give you an answer based on the easiest-to-verify information. That often includes published articles, consistent founder commentaries, structured product pages and other third-party references. If those answers do not include your brand, these learning models default to featuring your competitors.

    That’s the practical risk facing every founder today. As more work is automated and teams are expected to deliver more with less, clarity and credibility become the real leverage. Thought leadership is how you make yourself findable and trustworthy in this machine-mediated era.

    Related: How to Get Your Business Recommended by AI Tools Like ChatGPT — and Win More Clients

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    Danielle Sabrina

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  • DJ Khaled is Changing Men’s Grooming With This Partnership | Entrepreneur

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    Social media puts every aspect of our appearance under a microscope, and insecurities are more visible than ever. You’re not just worried about coworkers noticing a bald spot or a grey patch — everyone can see everything about you online.

    But as any savvy entrepreneur knows, small problems can spark big opportunities. Rewind It 10, a beard dye brand, is capitalizing on that very tension. By partnering with music and entertainment mogul DJ Khaled, the brand is turning a confidence crisis into a growth strategy — boosting self-assurance for customers while driving its bottom line.

    All he does is win

    The best celebrity partnerships happen organically, and this one is no exception. Khaled was already a Rewind It 10 customer before he became a spokesman, using the product regularly.

    “I use this product every day — especially when I get a haircut,” he says. “Back when we were making it, they let me test it out, and they even gave me one to use before my official box was ready.”

    He likens the dye to a favorite cereal or sneaker — something you reach for without thinking twice.

    But for Khaled, the product itself is only part of the draw. What really attracted him to Rewind It 10 was the team behind it. The brand was launched in October 2023 by beauty mogul Carolyn Aronson, entrepreneur Jeff Aronson and Khaled’s fellow music mogul Fat Joe.

    “Fat Joe is my brother,” Khaled says. “He’s supported me since day one, so when he brought me the chance to help sell a product I already love, it was a no-brainer.”

    Khaled also has deep respect for the Aronsons and the empire they’ve built in hair care, calling Carolyn “the queen.” Carolyn, a Puerto Rican-born entrepreneur, turned her experience as a hairstylist and salon owner into a global brand.

    She founded It’s a 10 Haircare in 2005, best known for its Miracle Leave-In product, and has grown it into a $500 million-a-year powerhouse.

    Her husband, Jeff, serves as CEO and president, bringing leadership experience from roles including Titan Fighting Championships and Arco Property Management. He joined It’s a 10 in 2017, helping scale the brand alongside Carolyn’s vision.

    “What they’ve built is a winning team,” the All I Do is Win rapper says. “And I believe winners should work with winners, and create more winners.”

    So far, Khaled’s beard dye has lived up to the standard he set with that 2010 hit, becoming the best-seller in Rewind’s celebrity ambassador line, which also includes Travis Kelce.

    ‘Major Key’ alert

    Khaled has built an identity on catchphrases, one of the many reasons the Rewind team wanted to work with him. From “We the Best” to “Another One”, the man figured out long ago how to apply classic marketing techniques of short, memorable slogans to the social media age. For his “Real Black” beard dye, Khaled landed on “Why fight time when you can rewind time.”

    “When I come up with something like that, it’s not a slogan — it’s from my heart and soul,” Khaled says. “Rewind just enhances the glow God gave us. Like a fresh haircut — do the full works, let the barber do his thing. Music, fashion, lifestyle — it’s all art, and barbers are artists too.”

    But key to Khaled’s success isn’t just his knack for catchy slogans — it’s his immeasurable, infectious self-confidence. And that’s precisely what Rewind is trying to sell.

    “Confidence is beautiful,” Khaled says. “It’s a divine power that tells you, ‘Yo, you can do this,’ and reminds you who you are. Once you build that confidence, it’s only going to help you in everything you want to accomplish.”

    For Khaled — and countless others — looking good is a crucial part of that confidence. But it’s not just about turning heads. It’s about maintaining a level of excellence and, as he puts it, “upkeeping the blessings God gave us.”

    “We’re talking about beards and looks, but I see it deeper than that,” he says. “God made us beautiful either way — haircut or no haircut — but it’s like having a beautiful house and not trimming the grass, watering the plants, or taking care of the mango tree. You’ve got to upkeep it. Same with the beard and the hair — that’s the best way to break it down.”

    Social media puts every aspect of our appearance under a microscope, and insecurities are more visible than ever. You’re not just worried about coworkers noticing a bald spot or a grey patch — everyone can see everything about you online.

    But as any savvy entrepreneur knows, small problems can spark big opportunities. Rewind It 10, a beard dye brand, is capitalizing on that very tension. By partnering with music and entertainment mogul DJ Khaled, the brand is turning a confidence crisis into a growth strategy — boosting self-assurance for customers while driving its bottom line.

    All he does is win

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    Leo Zevin

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  • Your Step-by-Step Guide to a Successful Rebrand | Entrepreneur

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    Rebranding is a complex process aimed at changing your brand’s identity in the minds of consumers, employees and other stakeholders. On the surface, it is easy to think of rebranding as simply developing a new logo or slogan for your organization.

    However, true rebranding exercises go deeper and have the power to change the trajectory of your entire business. Brands of all sizes choose to refresh their identity to grow with existing audiences, reach new customers or acknowledge mergers and acquisitions. No matter the reason for your rebrand, follow the steps in this guide to complete the process successfully.

    Related: When to Consider a Rebrand (and How to Do It Right)

    Understanding the need for rebranding

    There are both obvious and more subtle signs to tell brand teams that their brand is becoming dated. Changes in your product or service offerings, shifts in the entire industry and competitive pressures are among the more obvious signs that it’s time to rebrand. Declining sales or market share are two more reasons to consider updating your brand.

    In addition, rebranding can help your company expand into new markets and reach new target audiences. On the other hand, your need to rebrand may be driven by less obvious causes like an outdated brand image or negative customer perception. The latter two can be harder to identify.

    Assessing brand health

    Assessing brand health is often the first step in deciding whether or not you need to rebrand. Start by analyzing overall market trends and considering how competitors have positioned themselves. How does your company compare?

    To better understand customer sentiment about your brand, conduct surveys and focus groups, and use social media listening to gauge your standing among existing audiences.

    Best practices for rebranding

    Once your team has committed to rebranding, follow these best practices to ensure the process works smoothly and successfully.

    Step 1: Define your objectives

    Like other aspects of strategic marketing, effective rebranding begins with defining your objectives and ensuring they are aligned with your overall business strategy. Without clarifying what you want to achieve, it becomes impossible to reach your target.

    Step 2: Research and analysis

    Conduct research to gain a clear picture of industry trends, customer preferences and competitor strategies in your field. A SWOT analysis, detailing your strengths, weaknesses, opportunities and threats, is another useful tool to inform the next steps of your rebranding process.

    Step 3: Involve stakeholders

    Engage with employees from the beginning. Their insights can be invaluable, and fostering a sense of ownership right from the beginning will help the entire team embrace the new brand identity. If your business has been established for some time, ask loyal customers for feedback to understand their views of your brand and potential expectations from the changes.

    Related: The Strategic Guide to Successful Rebranding

    Develop a comprehensive brand strategy

    A comprehensive brand strategy is the cornerstone of an impactful rebranding exercise. Start by crafting a positioning statement that clarifies how you want to be perceived in the market. This statement will become your North Star during the rest of the process.

    With the positioning statement in place, your team can work on a marketing and communication plan. This plan outlines how you will communicate the rebrand to internal and external audiences to ensure everyone is not only kept up to date but remains engaged with the plan.

    Craft a unique brand story

    Your brand story needs to lie at the heart of all marketing messaging. Check your existing narrative to see whether it connects emotionally to your audiences and communicates both your brand values and your mission.

    Make sure your brand voice and personality are consistent across all channels and resonate with your audiences.

    Visual identity redesign

    Most rebranding processes include redesigning your visual identity. When it comes to updating your logo and other design elements, you’re looking to bring the brand’s heritage into the present to create a modern, cohesive look that reflects the brand’s essence.

    Implementation and rollout

    With all the rebranding building blocks in place, it is time to plan your launch strategy. For most brands, a phased rollout works best — this allows audiences to prepare themselves and builds excitement before the actual launch date. Both teaser campaigns and well-publicized launch events can work very effectively.

    Internally, it is important to provide employees with resources and the appropriate training to help them implement the new brand effectively and avoid the continued use of the old brand identity.

    Monitoring and evaluation

    Once your new brand identity is in circulation, it is time to monitor the effectiveness of the rebranding. Consider tracking key performance indicators (KPIs), like brand awareness and customer engagement, and compare the results to the previous identity.

    Create a feedback loop for customers and employees to simplify continuous feedback gathering. You should also be prepared to make small adjustments if necessary.

    Related: I Recently Rebranded My Entire Company — Here are 12 Strategies I Learned to Take My Brand to the Next Level

    Challenges

    Rebranding can represent a big change, especially for brands that have not changed their identity in a long time. Considering potential challenges and planning for them will help your team navigate them smoothly.

    Internal and external resistance

    Both customers and employees may be resistant to changing a much-loved brand identity. Addressing their fears and clearly communicating the reasons for the rebrand can be very effective at minimizing resistance to change.

    Financial constraints

    Rebranding can be costly. Set your budget from the beginning and ensure every step of your rebranding process is covered, including research, design, implementation and communication.

    Maintaining brand equity

    One of the most critical aspects of rebranding is maintaining existing brand equity while updating your identity. Try to honor the brand’s legacy and history while striving for a fresh look.

    Legal considerations

    Work with your legal team to ensure compliance with existing trademarks and avoid infringement issues.

    Rebranding can give your company and your brand a new lease of life. This process has the potential to attract new audiences or reignite existing customers’ enthusiasm. Following this step-by-step guide will make for a smooth and impactful rebranding process.

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    Jessica Wong

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  • How to Create a Brand Philosophy Your Whole Team Believes In | Entrepreneur

    How to Create a Brand Philosophy Your Whole Team Believes In | Entrepreneur

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    The day after we finished training our staff for the new Ford’s Garage in Gainesville, Florida, a family appeared at the door. They thought we were open because they saw the team in the dining room. We could have told them to come back when the restaurant opened to the public, but instead, we invited them in, and they had a fantastic dining experience. That was in 2022, and they still come in as frequent guests.

    That’s just a great story of hospitality. It’s one of the “seven commitments” from our brand philosophy that our Gainesville team beautifully brought to life. By living our vision, they created guests for life, which shows the importance of getting your team on board with your brand philosophy.

    A company’s brand philosophy is often called the North Star, after an old-age technique used by early navigators traveling at sea. Like the ancient mariners who first steered their ships by it, you can help your team find their way with a well-thought-out vision that’s communicated to everyone and reinforced every day. It has to be something real, not just a poster on the wall in the break room, and it has to come to life through sharing stories like the Gainesville example.

    Related: If You Want Customers to Be Passionate About Your Brand, Follow These 10 Commandments

    By the numbers

    Our brand’s concept has always been about hospitality and fun. The restaurant was created to evoke a classic American service station, from the Ford Motor Company-inspired logo to the décor and menu; what’s NOT fun about that?

    Our goal was to personalize it for our unique vision, so we updated our brand philosophy to what we call “1-4-7”: one vision to “drive a unique dining experience,” four principles (people, products, performance and package, meaning the vibe and spirit), and seven commitments (integrity, quality, hospitality, excellence, teamwork, community and fun).

    It took a team of 16 from all company levels to develop our new philosophy. After senior leadership gave them the broad strokes of our overall vision, we hired an outside moderator to lead the effort. Every company I’ve worked at has turned to an outside expert for projects like this. You have to because your people will be so close to the brand that they may struggle to see what you’re trying to accomplish.

    The moderator led us through exercises to identify the principles and commitments, starting with a list of 57 and finally narrowing it down to seven. We talked about our identity as a hospitality business as opposed to a service business — and we probably spent three hours just on that.

    Now, in every decision we make, whether regarding building design or marketing imagery, we pull out the guide and ask if the new project measures up. Everything we do is put through the brand philosophy funnel.

    Related: This Is Why It’s So Important to Articulate Your Brand Values

    Taking it to the team

    Coming up with a brand philosophy doesn’t end when you’ve hammered it out and put it in writing. You have to coach your team so they put the ideas to work every day. It’s a constant process. You have to talk about it all the time, work it into team-building exercises, and measure new initiatives against it to make sure you stay aligned.

    No matter what industry you work in, a great way to start each morning is to gather your team together as a group. I’ve seen these occurring while walking into different retailers when the store opens for the day. At our company, we have a daily meeting called the “alley rally,” where we talk about what’s important that day: food specials, tasting menu items, and whatever’s new and notable. We like to tell stories about how someone on the team made one of our principles come to life the day before in their interaction with a guest.

    You should incorporate your brand philosophy into the hiring process, too. Within 30 seconds of talking to a candidate, you should know whether they “get you” and can bring your company vision to life. You look for eye contact and a friendly demeanor in a hospitality business. Do they smile? Do they talk about their family and friends? (We want people willing to share a little of themselves.) If they’re the guest, how do they want the staff to care for them, and can they provide the same caring approach?

    A brand philosophy must be something the whole team can support. It isn’t directed at guests, but if your team is living it, your guests will feel it in the way they’re treated when they walk through your door. You’ll feel it when they come back to get that positive experience again and again.

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    Dave Ragosa

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  • Your Current Marketing Plan May Not Work Overseas — Copy Strategies From Spotify and Snickers to Succeed Anywhere | Entrepreneur

    Your Current Marketing Plan May Not Work Overseas — Copy Strategies From Spotify and Snickers to Succeed Anywhere | Entrepreneur

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    Expanding into new international markets presents an exciting yet formidable challenge. With over two decades in the PR industry, I’ve navigated the complexities of diverse cultural landscapes and I’ve seen firsthand how a PR strategy that thrives in the U.K. might not resonate, for example, in the U.S., Asia or Brazil. The key to a successful international PR campaign lies in understanding and adapting to the unique characteristics of each market.

    So, how do you ensure your PR strategies are optimized for foreign markets? This article will explore how to elevate your PR game to meet the demands of international audiences. Drawing on inspiring examples from leading brands and our own successful expansions into various markets, we’ll provide insights to help you scale your business effectively.

    Related: 10 Expert Insights for the Optimal (and Most Effective) PR Budget in 2024

    Understanding the new market

    Before venturing into a new market, comprehensive research is critical. This involves delving into the region’s culture, consumer behavior, current market trends and competitive landscape. For instance, conducting targeted surveys can shed light on customer sentiments toward your competitors and identify key issues your target audience faces. This insight allows you to tailor your PR campaigns to address those specific needs.

    Understanding the local culture is equally important. A prime example is Uber’s adaptation to the Indian market by offering cash payments and auto-rickshaw options. This localized approach garnered significant media attention and resonated with the Indian audience, highlighting the importance of cultural adaptation in PR strategies.

    Localized content and messaging

    A one-size-fits-all approach to PR and communications is rarely effective when entering new markets. The success of your PR efforts hinges on your ability to adapt content and messaging to the local context. Here’s how you can ensure your PR campaigns resonate with the new audience:

    1. Tailor your content: Use insights from your market research to customize your messaging. This involves adapting your brand’s tone, style and content to align with the cultural and linguistic preferences of the local audience. For example, in Germany, where directness is valued, a straightforward approach might be more effective; whereas, in Japan, a more subtle and respectful tone might be preferred.
    2. Engage local PR experts: Collaborating with local PR firms can be helpful. They have a deep understanding of the cultural nuances and can help craft messages that are both culturally sensitive and engaging. They also offer insights into local media landscapes and consumer behavior, which can guide your PR strategy.
    3. Incorporate cultural significance: Recognize and respect local holidays, milestones and cultural events. Tailoring your PR campaigns to reflect these significant moments can enhance audience engagement. For instance, incorporating local stories and testimonials in your campaigns demonstrates your brand’s commitment to understanding and valuing local traditions.
    4. Be sensitive to local norms: Ensure that your campaigns do not inadvertently offend or alienate the local audience. Familiarize yourself with cultural sensitivities and avoid using stereotypes or imagery that may be deemed inappropriate.

    A nice example of localized content across regions is the Snickers campaign “You’re not you when you’re hungry,” which ran for over six years across 58 markets. While the message remained the same globally, its presentation was tweaked for different markets. For instance, U.S. audiences were treated to the famous Betty White Superbowl ad in 2010, while in the U.K., the campaign was launched using Twitter (now X). National newspapers picked up the story and a campaign of just 25 tweets reached more than 26 million people.

    Related: Beyond Borders: Five Tips For Expanding Your Business

    Building relationships with local media

    Cultivating positive relationships with local journalists and media professionals is crucial for gaining favorable coverage. If you’re not familiar with the local media in a new area, a quick online search can help identify key newspapers, TV stations, radio channels and news sites.

    Spotify’s launch in India in 2019 serves as an excellent example. By engaging local media with relevant campaigns and participating in social media trends, Spotify gained substantial media coverage and built a strong presence, reaching over 100 million listens from more than 55 million active Indian users by December 2023.

    Face-to-face interactions, such as conferences and product launches, can significantly enhance media relationships as well. Research shows that 61% of people consider such direct engagement the most effective marketing channel.

    My team has experienced how valuable these interactions can be by attending major conferences like Latitude59 in Estonia and Money20/20 in Amsterdam and Thailand. These events provide invaluable opportunities to meet media representatives through side events, partnerships with organizers and pre-booked meetings. By building relationships in these settings, we’ve been able to collaborate on article pieces and extend invitations to our own media events, further solidifying our presence in these markets.

    Related: Why Local Media is the Secret to Getting Free PR

    Utilizing sponsored content

    Sponsoring content is another effective strategy for penetrating new markets. By sponsoring sports teams, events, TV shows or online content, you can increase brand visibility and control the narrative presented to your audience. Sponsored content allows you to maintain creative control while ensuring rapid visibility across key media outlets.

    For example, our own experience with a sponsored article in IBTimes significantly boosted our visibility as we expanded into the Asian market. The article highlighted our strategic move to incorporate a wholly-owned subsidiary in Hong Kong, effectively targeting a specific audience interested in market expansions and financial operations. This demonstrates how a timely paid piece can be more efficient than waiting to cultivate a new media relationship, especially when immediate visibility is crucial.

    By combining paid and organic PR, you can maximize the impact of your brand in new markets and deliver its message more effectively.

    Related: Does PR Actually Help Increase Sales? Yes — Just Do It Right and Be Patient

    Leveraging influencers and local advocates

    Influencers play a crucial role in amplifying your brand’s reach in new markets. Their established trust with their followers can significantly enhance your product’s credibility. To leverage this, identify influencers who align with your brand values and offer them exclusive access to your products. This strategy helps build trust and effectively engages new customers.

    While global celebrities can boost brand visibility, partnering with local influencers and advocates who genuinely connect with the target audience can be more impactful. For instance, Nike’s “Nothing Beats a Londoner” campaign successfully used local athletes to connect with young Londoners, resulting in a significant increase in searches for Nike products.

    Another great example is the fintech company Wise, originally founded in Estonia, which specializes in international money transfers. To promote their international Visa debit card in Brazil, Wise recently launched a national campaign featuring local influencers and brand ambassadors. The positive media coverage and high engagement levels indicate that this localized approach is already proving successful.

    Related: How Can Startups Leverage Influencers?

    Developing a local network

    Just as leveraging local influencers and advocates is key to establishing your brand, developing a robust local network is equally important. A strong network can open doors to future partnerships, provide valuable insights and offer resources that are crucial for navigating the cultural and regulatory landscapes of a new market.

    When we expanded to Estonia, we experienced firsthand the power of a local network. Through Estonia’s e-Residency program, we were able to quickly and efficiently set up our company and operate globally from a digital hub. But the benefits didn’t stop there. The program introduced us to key stakeholders, bridged connections with local media and even provided a platform for us to share our news. This network facilitated our entry into the market and laid the foundation for sustainable growth.

    By actively cultivating relationships with local business leaders and government agencies, your brand can gain the support and credibility needed to thrive in new markets. Engaging with local chambers of commerce, industry groups and other community organizations can also help you stay informed about market trends and opportunities, making your PR strategy even more effective.

    Monitoring and measuring success

    Last but not least, ongoing monitoring and evaluation are essential to gauge the effectiveness of your PR strategies. Establish KPIs to track progress against your objectives and measure ROI. Utilize tools like Google Analytics, social media monitoring and sentiment analysis to track engagement, brand awareness and media coverage.

    As discussed, entering new markets successfully demands a well-researched and strategically tailored PR approach that adapts to local consumer needs and cultural nuances. By applying the insights shared in this article, you’ll be well-equipped to effectively navigate international landscapes, build brand awareness, trust and credibility in new regions and drive sustainable growth for your brand.

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    Alexander Storozhuk

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