ABOUT THIS EPISODE
Laura Coblentz spent 25 years building other people's skincare and wellness brands. Now she’s building her own and it’s a whole different experience.
In this episode, Ethan and Laura get into what a $50 billion category taught her about not marketing to insecurity and why the way you say something might matter more than what you're actually saying. There's a chocolate bar, a duck, and a hard truth about apple trees.
Oh, and stick around for the frog with antlers.
Main Topics:
- Why marketing your own brand is nothing like marketing someone else's
- The skincare industry's favorite move, and why Laura refuses to make it
- A double jeopardy problem, explained with a chocolate bar
- The "apple tree" mistake founders make when they think they've maxed out their market
- One simple test for figuring out if your message actually works
- What a duck can teach you about saying the same thing differently
- Why the frog with antlers might be doing more for a brand than its whole positioning statement
Cover Song: "Need You Tonight" — Bonnie Raitt (originally INXS)- https://open.spotify.com/track/5e3srnPnOLG4jprfsDO6mH?si=e6931e32bb634ee4
Links to Additional Resources:
- Caraline Skincare: Caralineskin.com
- Caraline Skin on Instagram, Facebook, and TikTok
- appliedbrandscience.com: for more on double jeopardy and brand science principles
Tune in if you're building your own brand for the first time or wondering whether your "niche" is actually a limitation. Subscribe to Cover Brand for more, and head to appliedbrandscience.com to dig deeper into the science behind the stories.
Produced by BiCurean.com
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