E35 Pop Up Report: Mastering the Brand Narrative with Marketing Leader Mikey Scott
The Pop Up Report
by Ethan Song
3d ago
In this episode of The Pop Up Report, guest Mikey Scott, a seasoned marketing leader for iconic brands like Herschel Supply and Kipling at VF Corp, discusses the importance of shaping your customer journey and creating an authentic brand narrative. Mikey reflects on his career trajectory from his roots in action sports to navigating the fashion and lifestyle sectors. The conversation highlights strategies for successful marketing, including the balance between production and distribution, the role of influencers and community engagement, and the significance of storytelling ..read more
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E34 Pop Up Report: How to Build a Great Shopify Storefront with Phil Tabah from Field Office
The Pop Up Report
by Ethan Song and Philip Tabah
2w ago
Ethan Song is joined by e-commerce agency founder Phil Tabah of Field Office to discuss all things Shopify. Hear from Phil’s experience building and scaling more than 40 Shopify stores for world class brands like Atari and Togethxr. Learn more about the Shopify ecosystem, the role of creative partners and different metrics to consider when setting up your store. This episode also delves into content marketing. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  Links DiscussedField Office Shopify Pangaia Outdoor Voices Patagoni ..read more
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E33 Pop Up Report: How to Compete in a Crowded Market with Endy Mattress and Kilne Founder Mike Gettis
The Pop Up Report
by Ethan Song and Mike Gettis
3w ago
Ethan Song is joined by serial entrepreneur Mike Gettis of Kilne and Endy Mattress to discuss the importance of profitability in a crowded market. Mike shares insights from his journey building and selling Endy Mattress amidst the backdrop of competition from larger players with venture backing. Learn how to stand out from the pack through an unrelenting focus on profitability and product market fit. This episode also delves into digital marketing and mergers and acquisitions. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  ..read more
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E32 Pop Up Report: How to Name and Protect your Brand
The Pop Up Report
by Ethan Song, Caitlin Barrett, and Julie MacDonell
1M ago
Ethan Song is joined by Caitlin Barrett (Wild Geese Studios) and Julie MacDonell (Haloo) to discuss the importance of brand names and the role of trademark protection. Caitlin and Julie share insights gleaned from decades in brand naming and trademark law respectively. Learn how to identify the perfect name and the risks and rewards of proper trademark protection. This episode also delves into machine learning and generative AI as creative tools. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  Links Discussed:Haloo Wild Gee ..read more
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E31 - Pop Up Report: Manica Blain on Successful Fundraising
The Pop Up Report
by Manica Blain
1M ago
Ethan Song and Manica Blain of Top Knot Ventures discuss the fundraising process and the investor founder relationship. Manica shares lessons learned advising entrepreneurs over the past two decades in investment banking, private equity and venture capital. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  Show Notes: 07:23 Top reasons to raise money 11:05 Sources of capital 13:25 The fundraising process 17:02 Valuing your business 22:55 Founder traits investors look for 27:02 Investor traits founders should look for 35:56 De ..read more
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E30 - Pop Up Report: Community as a Competitive Advantage with TIG Brands
The Pop Up Report
by Elliot Begoun and Ethan Song
1M ago
Ethan Song and Elliot Begoun of TIG Brands discuss the role of community in brand building. Elliot shares his experience establishing a community of entrepreneurs through the TIG Brands ecosystem. Learn how community can be leveraged as a competitive advantage – from tighter feedback loops with customers to lower acquisition costs through word of mouth marketing. This episode also delves into retail marketing and fundraising. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  Links Discussed TIG Brands Stanford D-School W ..read more
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E29 - How Nuts for Cheese went from Farmers Markets to Market Leader
The Pop Up Report
by Ethan Song and Margaret Coons
1M ago
Ethan Song and Margaret Coons of Nuts for Cheese discuss building a brand as a first time founder. Margaret shares her experience bootstrapping Nuts for Cheese from a local farmers market vendor to a disruptive CPG brand available in thousands of stores across North America. This episode also delves into manufacturing and wholesale distribution. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  Links Discussed Veg Fest Burt’s Bees Farm Boy Spins Data - - - - - - - - - - - -  Show Notes: 07:42 Getting started with distrib ..read more
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E28 Pop Up Active: How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
The Pop Up Report
by Ethan Song and Dario Phillips
2M ago
Ethan Song and Dario Phillips of Slowtide discuss building a brand through collaborations. Dario shares how his experience in action sports marketing helped propel his niche towel brand into a category leader. Gain insights from Dario as he shares the opportunities and challenges of marketing a niche business. This episode also delves into wholesale distribution and retail marketing. Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. - - - - - - - - - - - -  Links Discussed Quicksilver Huf Stance Herschel Takashi Murakami Stussy Collab New Balance Col ..read more
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E27 Pop Up Beauty: How Product Seeding Helped Scent Lab Garner Millions in Earned Media
The Pop Up Report
by Ethan Song
2M ago
Ethan Song and Scent Lab founder Ariana Silvestro discuss the importance of product seeding in brand marketing. Ariana shares her journey from retail beauty to health tech startups that eventually led her to found a personalized wellness brand. Discover how Ariana leverages seeding to drive organic growth and personalization to drive retention. This episode also delves into healthcare and retail marketing. - - - - - - - - - - - -  Links Discussed: CityMD Scent Labs Best of Beauty 2023: Fragrance - - - - - - - - - - - -  Show Notes: 04:21 Full Commitment to Scent Lab 08:42 Commitment ..read more
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E26 Pop Up CPG: RIND Snacks Journey to 12,000 Doors in Less than 5 Years
The Pop Up Report
by Ethan Song and Matt Weiss
2M ago
Ethan Song and RIND Snacks Founder Matt Weiss discuss the importance of passion and authenticity in brand marketing. Matt shares the driving forces behind the inception of RIND like combating food waste, promoting healthy snacking, and his own family legacy. Discover how Matt harnesses these values to craft a brand narrative that has RIND scale from a regional to national brand available in over 12,000 doors across the United States. This episode also delves into social media marketing and work life balance. - - - - - - - - - - - -  Links Discussed: RIND Snacks Naturally New York ..read more
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