Category: Brand

Brand Evolution: How to Be the One That Lasts

As times change, iconic brands seem to stand still. Coca-Cola’s signature red background and white cursive has withstood world wars, economic depressions, and innumerable trends in the beverage industry. But look closely and great brands are the ones in near-constant flux. To be iconic you first need to be innovative. Coca-Cola’s trademark red and white ...

How Nutpods Leveraged Influencer Marketing to Generate Press and Sales

Sampling is an age-old strategy to get your products in the hands of influential people. In the digital age, this has become even easier. Bloggers are now building niche audiences around every conceivable topic. If you can get in front of these small, passionate groups, you can connect and establish relationships that drive sales, valuable ...

The Secrets of Annie’s Purpose Driven Success

 By: John Foraker Editor’s note: John Foraker is the President of Annie’s, Inc. John joined Annie’s in 1999. He’s grown the business to more than $250MM in revenues and led its successful sale to General Mills in October 2014 for $820MM. Follow John on Twitter at @AnniesCEO. How did we make this purpose driven business so successful? ...

Craftsman and Wolves: How One Cafe Is Thriving Amid Rabid Competition

“Craftsman and Wolves is, more or less, a patisserie and café,” says William Werner, the chef and one half of the team that owns and runs the fantastically named San Francisco pastry shop. The other half is Sarah Werner, who adds, “But we offer something that’s not really available with other pastry shops.” That something ...

Phin & Phebes: The Story of Two Founders Who Quit their Day Jobs to Change the Ice Cream Industry

There were 20 quarts of ice cream manufactured per person in the U.S. in 2010. The market generated over $10 billion in revenue. That same year Jess Eddy and Crista Freeman decided to quit their jobs in user experience and e-commerce management, respectively, to start an ice cream company, Phin & Phebes. Ice cream is ...

How Icelandic Yogurt Ended up in Almost Every Whole Foods in America

As a child in the small port town of Hafnarfjörður, Iceland, Smári Ásmundsson enjoyed one treat in particular: a slightly sour yogurt called skyr. In the morning, he’d eat it with fresh oats; in the evenings, with fruit or jam. And so did hundreds of thousands of other Icelanders: as far back as the 9th ...

Meet Sustain: A Father-Daughter Team Has Created The First Ethical Condom

By: CircleUp Condoms are an $11 billion global industry according to researcher Key Note. Between 2007 and 2017 sales are projected to double in the U.S., reaching $1.8 billion. Currently three brands (Trojan, Lifestyles, and Durex) control 95% of this market and they do it without putting any emphasis on sustainability, fair trade practices, or processing ...

Design Matters: Why KOR Water Spent Years Perfecting the Humble Water Bottle

Beautiful, enduring design is everywhere. The Coca-Cola bottle, Chuck Taylors, and Le Creuset’s dutch oven all have it. No matter who you are or where you’re from, you’ve probably held at least one of those items in your hands — or one of the many, many knock-offs. Despite constant innovation in packaging, shoes, and cookware, these classic designs have ...

CircleUp Funded: Whole Life Pets’ Pursuit of the Highest Quality, Best Tasting, Safest Pet Treats on Earth.

By: CircleUp John Gigliotti was in the pet food business as a retailer long before the devastating pet food recalls of 2007; but it was those horrifying recalls that motivated him to act. He realized that while options were long in the pet food business, trust was short; pet owners yearned for a transparent and ...

The Goodwell Company: Cleaning up (and open-sourcing) the $5BN oral care industry

By: CircleUp What’s a product that the majority of people use every day, that can be made more sustainable and environmentally friendly? The founders of The Goodwell Company, Patrick Triato and Aaron Feiger, asked themselves this question as they ruminated over their next business venture. The answer they came to: the humble toothbrush. Oral care is ...