Ep 34 - Scaling through Storytelling Ilan Nass, Eva Goicochea, and Verena Von Pfetten

Ruckus and Taktical have brought together a panel of brand experts to discuss the art and impact of storytelling in growth. We’ll learn why messaging and storytelling are crucial components to building your brand’s momentum and pinpoint some of the key ways to leverage a resonant brand presence for scalable growth.

Here’s What We Discussed: 

• [02:40] How do you track the effectiveness of brand building? Understanding your brand’s impact through breadth and depth 
• [08:58] Verena talks about how effective branding for Gossamer means bridging the consumer gap and making cannabis a conversation people are comfortable having  
• [13:30] Verena and Eva share how a brand’s voice evolves as it grows 
• [19:04] The most important elements of storytelling when debuting a brand new product
• [24:33] Ivan shares success stories and failures of companies priming audiences for product reception 
• [31:02] How brands go wrong with using statistics and data to drive their decision making 
• [38:50] The biggest misconceptions people have about storytelling and scaling
• [41:17] Which channels see the most growth while being low cost: How to leverage press and storytelling    
• [47:02] How to consistently provide value even when you aren’t launching new products

About Our Speakers

Ilan Nass, Chief Strategist, Taktical, Iland is an experienced performance marketer with 9 years of experience helping B2B and B2C companies grow. He was Director of Marketing at Fueled, in the first 12 months he drove sales from $2mm annually to $8mm, 80% of which was organic.

He was also the Lead Marketing consultant at Artsy, and helped them triple traffic in 3 months, grow from 50,000 visitors/mo to over 1,000,000, and built out the marketing department. The company’s valuation grew to nine figures as a result.

He has spent the last 8 years running Taktical Digital, whose clients include WeWork, Ellen Degeneres, BarkBox, Bustle, Casper, MoviePass, Rachel Zoe, Univision, Chase Manhattan, and others.

Eva Goicochea, Founder & CEO, maude, Eva spent her early career as a legislative aide in healthcare and then went on to spend 10+ years in eCommerce and brand strategy working with companies including ADIDAS Y-3, Squarespace, Steven Alan, and Josie Maran Cosmetics, and was part of the early team at Everlane building social media, culture, and talent. In 2015, she co-founded her first company, Tinker Watches, and in 2018 launched maude, a modern sexual wellness company built to challenge a legacy industry and serve the customer through quality, simplicity, and inclusivity.

Verena Von Pfetten, CoFounder, Gossamer, Verena is the co-founder of Gossamer, a cannabis lifestyle brand and biannual print publication covering travel, design, and culture through a green lens.

A digital native with over a decade’s worth of experience in brand consulting, editorial direction, and content strategy, Verena has worked with clients such as Instagram, Glossier, Spring, ASOS, Ann Taylor LOFT Lou & Grey, 7 For All Mankind, Man Repeller, and The Coveteur. She contributes regularly to fashion, food, and travel publications, such as The New York Times, Vogue, Condé Nast Traveler, InStyle, New York Magazine, and Modern Farmer.

About Our Host
Anish Shah is the CEO & Founder of executive search agency Bring Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.

 

Quotes

“We try and stay really true to our brand, our brand voice, the world we are trying to build, the stories we care about, and the values that are important to us which are art and culture, activism and education.” – Verena Von Pfetten 

 

“When you consider your brand, there's your breadth; How wide your brand goes, how many people know of your brand. But then there's also depth; How loyal people are to your brand, how much they love and advocate for your brand.” – Ilan Nass

 

“Probably the number one thing I love to see is when someone says, ‘I love Gossamer and I don't even smoke weed.’ That to me means we are really bridging that gap and we are building a brand that is accessible and inclusive.” – Verena Von Pfetten 

 

“What’s really important is recognizing first that you have to have something to tell a story from. And it cannot be your value proposition as it relates to your price point because that really limits you.” – Eva Goicochea

 

“There is no such thing as too much [education]. You need to make sure you are giving people the resources to understand every piece of how they might be interacting with your brand or more specifically your product.” – Verena Von Pfetten 

 

“If your product is not going to fit into the brand circle then either the product needs to change or the brand needs to adjust. And then you'll find that products will just debut themselves at a certain point.” – Ilan Nass

 

ABOUT RUCKUS

We are growth leaders who recruit your game changers. Visit https://bringruckus.com and connect on LinkedIn. Subscribe and listen to more episodes on Apple Podcasts, Spotify Google Podcasts, Audible, or wherever you get your podcasts!  

• Likes
• Download34
• Share