Business

The Story of a Brand Show

Welcome to The Story Of A Brand Show. Hear the unique entrepreneurial journeys of 1000+ Consumer Brand founders. We tap into the doubts, failures, wins and inspirations that come with building Consumer Brand startups in extremely competitive times. Whether you own a brand or work for one, you will learn from our guests as they share the building blocks of their brand’s evolution. Who knows, you may even discover a few new products that become faves.

Latest Episodes:

ByHeart - Rebuilding Infant Formula from the Ground Up Jun 18, 2025

Show notes

Every once in a while, you come across a story so driven by purpose and heart that you can feel it in every word, and that's exactly how I felt talking to the co-founders of ByHeart.

In this episode, Ron Belldegrun and Mia Funt, Co-founders of ByHeart, guide us through their remarkable journey to reinvent infant formula from the ground up, driven by science, transparency, and a deep conviction that parents deserve better options.

From building their manufacturing facility to conducting one of the most extensive clinical trials in over 25 years, their story isn't just about disrupting a category; it's about raising the standard for an entire industry. If you're a founder, parent, or just someone passionate about what modern CPG brands can stand for, this conversation is packed with inspiration and actionable wisdom.

Here are a few highlights from our conversation:

* Why building their manufacturing was a necessity, not a strategy

* The science and transparency behind their patented, breast milk-inspired formula

* How community, parent feedback, and clinical trials fueled meaningful innovation

* What it takes to challenge 100 years of industry status quo

* Why ByHeart believes the future of infant nutrition is about access, evidence, and trust

Join me, Ramon Vela, in listening to the episode to learn how this team built one of the most important—and personal—brands in modern consumer health.

For more on ByHeart, visit: https://byheart.com/

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Today's Sponsors:

Augmentum Media - Influencer Marketing for Consumer Brands: https://www.augmentum-media.com/story

What secret do fast-growing Health and Wellness brands like Xtendlife, Nourished, and Hunter & Gather share? They all outsource their influencer marketing to the experts at Augmentum. Augmentum is offering "The Story of a Brand Show" listeners a 30-minute consulting session AND a personalized influencer strategy plan built by their experts for you to implement either with them or in-house. Visit the link above to learn more.

1 Commerce: https://1-commerce.com/story-of-a-brand

Scaling a DTC brand gets harder the bigger you grow, especially when you're stuck selling on just one channel. While you're focused on day-to-day ops, your competitors are unlocking marketplaces like Amazon, Walmart, and even retail shelf space—and capturing customers you're missing. That's where 1-Commerce comes in.

They help high-growth brands expand beyond their sites, handle end-to-end fulfillment, and scale through a revenue-share model that means they only win when you do.

As a Story of a Brand listener, you'll get one month of free storage and a strategy session with their CEO, Eric Kasper.

https://1-commerce.com/story-of-a-brand

EssenZen - Rewriting the Rules of Clean Beauty Jun 16, 2025

Show notes

I always love speaking with founders who are guided by purpose, and Reham Essa's story is a perfect example.

After years as a pharmacist, Founder and CEO Reham set out to create a skincare brand that prioritizes health, simplicity, and integrity over hype. EssenZen is about more than beauty; it's about reclaiming what skincare should be: minimal, functional, and rooted in science.

In this episode, Reham shares how her background in pharmacy led to a deeper understanding of skin and a passion for product formulation.

We dive into what it means to create a brand from scratch, challenge industry norms, and speak directly to the conscious consumer. If you're building something purpose-driven or just tired of 12-step skincare routines, you'll want to hear this.

Here are a few key moments from our conversation:

* Why Reham left pharmacy to pursue her purpose through skincare

* How EssenZen redefines beauty with minimalist, science-backed products

* The challenges and wins of building a bootstrapped brand from the ground up

* Why fewer ingredients and clear messaging resonate in a noisy market

* The importance of staying true to your values—even when growth is slow

Join me, Ramon Vela, as we listen to the episode and discover how Reham is rewriting the skincare story—one intentional product at a time.

For more on EssenZen, visit: https://essenzenbotanicals.com/

For more on Radixir, visit: https://radixir.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

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Today's Sponsors:

Saral - The Influencer OS: https://www.getsaral.com/demo

SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above.

Bugaboo - The Future Belongs to Adaptable Brands Jun 12, 2025

Show notes

Something is compelling about a leader who brings both sharp commercial instincts and deep empathy to the table, and that's precisely what I found in my conversation with Jeanelle Teves.

As Chief Commercial Officer at Bugaboo, she's not just driving growth; she's redefining what it means to build a global lifestyle brand rooted in purpose, innovation, and real human connection.

In this episode, we talk about what it takes to evolve a premium product line while staying close to the needs of modern families.

Jeanelle shares her insights on balancing DTC with retail, leading with authenticity, building globally relevant strategies, and why empathy belongs at the core of every great product and team culture.

Here are a few highlights from our conversation:

* Why performance marketing is powerful—but brand is what builds long-term loyalty

* How Bugaboo leads with sustainable product design that's meant to be repaired and reused

* The importance of retail and DTC as complementary, not competitive, channels

* How global expansion succeeds when local nuance meets consistent brand identity

* What it means to lead with authenticity and create space for others to thrive

Join me, Ramon Vela, in listening to the episode to hear how Bugaboo is helping shape the future of premium CPG through innovation, purpose, and people-first leadership.

For more on Bugaboo, visit: https://www.bugaboo.com/us-en

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

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Your support helps us bring you more content like this!

Today's Sponsors:

Color More Lines: https://www.colormorelines.com/get-started

Color More Lines is a team of ex-Amazonians and e-commerce operators who help brands grow faster on Amazon and Walmart. With a performance-based pricing model and flexible contracts, they've generated triple-digit year-over-year growth for established sellers doing over $5 million per year. Use code "STORY OF A BRAND" and receive a complimentary market opportunity assessment of your e-commerce brand and marketplace positioning.

1 Commerce: https://1-commerce.com/story-of-a-brand

They help high-growth brands expand beyond their sites, handle end-to-end fulfillment, and scale through a revenue-share model that means they only win when you do.

OFFER: As a Story of a Brand listener, you'll get one month of free storage and a strategy session with their CEO, Eric Kasper.

Back to Nature - Balancing Mission and Margin in CPG Jun 11, 2025

Show notes

As people who are passionate about purpose-driven CPG brands, we couldn't wait to sit down with Jennifer Jorgensen, CEO of Back to Nature.

She's not just leading the charge at Back to Nature she's revitalizing a legacy brand for today's conscious consumer. With a powerful blend of empathy, strategy, and bold decision-making, Jennifer demonstrates what it means to lead with both heart and business acumen.

In this episode, Rose Hamilton, Founder of Compass Rose Ventures, unpacks the transformation of Back to Nature as it reclaims its roots in plant-based simplicity and moves toward a cleaner, more intentional product line.

From managing reformulation without alienating loyal customers to redefining what "better-for-you" actually means, Jennifer shares the challenges and breakthroughs of modernizing a beloved brand while staying true to its mission.

Here are a few highlights from our conversation:

* How Jennifer approached reformulating legacy products while maintaining consumer trust

* The strategy behind bringing purpose and profitability together in a crowded CPG landscape

* Lessons on leadership, team culture, and empowering people through change

* Why Back to Nature is leaning into its plant-based identity—and what that means for product innovation

* The importance of transparency, storytelling, and staying grounded in values during brand evolution

Join us in listening to the episode to learn how one leader is thoughtfully scaling a heritage brand with modern relevance and building a stronger future for the next generation of better-for-you foods.

For more on Back to Nature, visit: https://www.backtonaturefoods.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

Plus, don't forget to follow us on Apple and Spotify.

Your support helps us bring you more content like this!

Today's Sponsors:

REViVE Amazon Marketing Partners: https://revivemp.com/

REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands they believe in. Curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.

TRUBAR - How Bold Packaging and Clean Ingredients Win Jun 10, 2025

Show notes

I had an absolute blast chatting with Erica Groussman, the bold and fearless founder of TRUBAR. Erica's energy is infectious, and her story is a masterclass in trusting your gut, listening to your body, and never settling for the status quo.

What started as a personal journey to clean up her own nutrition turned into a full-on movement—and a fast-growing brand that's flipping the protein bar category on its head.

TRUBAR isn't just another snack—it's a delicious, clean-label product with a powerful "no BS" message at the center. In our conversation, Erica opens up about the highs and lows of building a better-for-you brand, how she broke into mass retail on her own terms, and what it really takes to stand out on shelf and online in a crowded CPG space.

Here are a few highlights from our conversation:

* Why Erica believes "permissionless entry" is the key to innovation

* How she went from her kitchen to national retail distribution

* The truth about navigating manufacturing, scaling, and keeping your standards

* Why brand voice and bold packaging are non-negotiables in today's market

* The importance of staying raw, real, and mission-driven—no matter the pressure

Join me, Ramon Vela, in listening to the episode and hear how Erica turned a personal health need into a fearless brand that's changing the snack game—one unapologetically clean bite at a time.

For more on TRUBAR, visit: https://www.trubar.com/

If you enjoyed this episode, please leave The Story of a Brand a rating and review.

Plus, don't forget to follow us on Apple and Spotify.

Your support helps us bring you more content like this!

Today's Sponsors:

Augmentum Media - Influencer Marketing for Consumer Brands: https://www.augmentum-media.com/story

BattlBox - Surviving and Thriving in the Subscription Game Jun 09, 2025

Show notes

When I sat down with John Roman, it was clear this wasn't just a story about subscription boxes—it was a story about grit, evolution, and building a brand that speaks directly to a passionate community.

As the Co-founder & CEO of BattlBox, John has transformed a niche outdoor and survival subscription into a DTC powerhouse, boasting millions of YouTube views and a hit Netflix show to boot.

But behind the curated gear and rugged packaging is a founder who deeply understands performance marketing, customer acquisition, and what it takes to scale through constant change. In this episode, John opens up about lessons learned, bets that paid off, and how BattlBox continues to thrive by listening to its community and leaning into its identity.

Here are a few key moments from our conversation:

* The "aha moment" that turned a hobby into a full-fledged business

* How a loyal Facebook group became a strategic growth lever

* Why BattlBox scaled back from 30+ employees to a lean, high-performing team

* The story behind the Netflix show and its unexpected impact

* How John approaches data, storytelling, and building real brand loyalty

Join me, Ramon Vela, in listening to the episode to hear how one brand embraced its niche, built a community of superfans, and turned survival gear into a DTC success story.

For more on BattlBox, visit: https://www.battlbox.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

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Your support helps us bring you more content like this!

Today's Sponsors:

Workspace6 - Private Community for 7, 8, 9-figure Brands: https://www.workspace6.io/

Workspace6 is a private community where over 950 seven, eight, and nine-figure brand operators trade insights, solve problems, and shortcut growth. It's the anti-fluff operator's room, and for your first 30 days, it's just $1. Get real answers and skip the trial and error.

Saral - The Influencer OS: https://www.getsaral.com/demo

FIOR Scotch - Breaking the Scotch Rulebook Jun 06, 2025

Show notes

When I sat down with Eric Dominijanni, the founder of FIOR Scotch, I knew this was going to be more than a conversation about spirits; it was going to be about reinvention.

Eric's background in beverage alcohol and his vision to bring a new type of scotch to a new kind of drinker made this a compelling deep dive into brand building, innovation, and identity.

FIOR isn't trying to be your grandfather's scotch. It's a bold, flavorful, and inclusive brand crafted for those who might have never considered sipping scotch before. Eric shares how he's breaking category conventions, embracing American culture while honoring Scotch tradition, and creating a brand that welcomes the "new wave" consumer.

Whether you're a spirits enthusiast, a founder, or someone fascinated by modern brand storytelling, you'll find something inspiring in Eric's journey.

Here are a few highlights from our conversation:

* Why Eric calls FIOR a "cultural remix" of old-world Scotch and modern American vibes

* The branding decisions that make FIOR feel more like streetwear than traditional spirits

* How flavor, accessibility, and breaking rules are central to winning over a younger, more diverse audience

* What Eric learned launching a premium alcohol brand without relying on the "usual suspects" of Scotch marketing

* His candid reflections on risk, resilience, and trusting your gut as a first-time founder

Join me, Ramon Vela, in listening to the episode and hear how Eric is shaking up one of the most traditional categories in spirits—and why the future of Scotch might just look a little different than the past.

For more on FIOR Scotch, visit: https://www.fiorscotch.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

Plus, don't forget to follow us on Apple and Spotify.

Your support helps us bring you more content like this!

Today's Sponsors:

Saral - The Influencer OS: https://www.getsaral.com/demo

Weezie - The Secret to Making Consumers Fall in Love With Towels Jun 05, 2025

Show notes

What does it take to elevate a simple, everyday product into a beloved premium brand?

In this episode, I sat down with Lindsey Johnson, Co-Founder & CEO of Weezie Towels, to talk about how she's redefining the towel category with quality, intentionality, and customer delight at the core.

Lindsey shares how Weezie was built from scratch with a focus on product excellence, brand storytelling, and community feedback. From launching with just a few SKUs to expanding into custom monograms and thoughtful gifting experiences, Weezie's journey is packed with lessons on scaling direct-to-consumer (DTC) operations, maintaining high standards in manufacturing, and adapting to shifting consumer expectations, while staying grounded in its purpose.

Here are a few highlights from our conversation:

* How Lindsey turned a gap in the towel market into a premium, design-led opportunity

* The importance of obsessing over every customer touchpoint—from box to bathroom

* Why feedback loops helped shape their core product line and brand evolution

* Building a retail-ready experience while staying loyal to DTC roots

* What it really means to lead with trust, transparency, and intuition

Join me, Ramon Vela, in listening to the full episode to hear what it takes to build a movement around conscious consumption, one bottle at a time.

For more on Weezie Towels, visit: https://weezietowels.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

Plus, don't forget to follow us on Apple and Spotify.

Your support helps us bring you more content like this!

Today's Sponsors:

REViVE Amazon Marketing Partners: https://revivemp.com/

Tights Tights Tights - How to Reinvent a Legacy Retail Brand Jun 04, 2025

Show notes

In this episode, I had the pleasure of sitting down with Allana Hurst, the energetic and passionate owner of Tights, Tights, Tights, a brand that's as fun to say as it is to shop.

From the moment we started talking, it was clear that Allana brings heart, hustle, and a sense of humor to everything she does.

We explored what it takes to scale a family business with integrity, how she's reinventing a legacy retail experience for modern consumers, and what it means to stay true to your values in a fast-changing world. This conversation is filled with lessons on entrepreneurship, resilience, and how a niche business can cultivate genuine loyalty.

Here are a few highlights from the episode:

* The origin story of a brand that puts fit, function, and fun first.

* How Tights, Tights, Tights balances brick-and-mortar with ecommerce growth.

* Lessons from leading with empathy, humor, and grit in a competitive market.

* Why customer experience isn't just a department, it's the heart of the brand.

* What it really means to build a brand around confidence, comfort, and community.

Join me, Ramon Vela, as we listen to the episode and discover how Allana is proving that legacy retail can evolve and thrive with purpose and personality.

For more on Tights Tights Tights, visit: https://www.tightstightstights.co.uk/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.

Plus, don't forget to follow us on Apple and Spotify.

Your support helps us bring you more content like this!

Today's Sponsors:

Color More Lines: https://www.colormorelines.com/get-started

Use code "STORY OF A BRAND" and receive a complimentary market opportunity assessment of your e-commerce brand and marketplace positioning.

Greco Gum - The Science Behind Your Chew Jun 04, 2025

Show notes

If you've ever wondered what it takes to turn a simple idea, like chewing gum, into a performance-driven, clean-label product with serious staying power, this episode is for you.

Today, I'm talking with Logan Wright, Co-founder of Greco Gum, a brand redefining what gum can be. Logan shares the real story behind launching a functional gum designed to energize, support focus, and fit seamlessly into active lifestyles.

From early product formulations in a blender to landing on shelves in Erewhon, this is a founder journey that proves how much grit, clarity, and consumer empathy it takes to disrupt even the most overlooked CPG categories.

Here are a few highlights from our conversation:

* Why Logan saw an opening in the market for better-for-you, functional gum

* How they formulated a clean, no-compromise gum with real performance benefits

* Lessons from testing in real life—gyms, marathons, and startup grind

* What it takes to win early DTC sales and build trust with retail buyers

* Balancing brand identity, efficacy, and storytelling from the ground up

Join me, Ramon Vela, in listening to the episode and get inspired by how Greco Gum is bringing a fresh perspective to wellness, one chew at a time.

For more on Greco Gum, visit: https://grecogum.com/

If you enjoyed this episode, please leave The Story of a Brand a rating and review.

Plus, don't forget to follow us on Apple and Spotify.

Your support helps us bring you more content like this!

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