Have a Story Worth Telling: From Building Onnit to Still Austin Whiskey with Mike Spadier

Entrepreneurial | EP 630 Mike Spadier  
Join us for an insightful discussion with a seasoned marketer who shares his journey from working with the renowned brand Onnit to his current role at Still Austin Whiskey. Delve into the early days of Onnit, where strategic planning and innovative marketing propelled the brand to success.

Discover the importance of doing remarkable things, driven by a culture of excellence and authenticity, as we explore the influence of Joe Rogan’s podcast and the necessity of financial stability in sustaining unconventional marketing strategies. Gain valuable insights into building a positive company culture and crafting authentic brand narratives that resonate with consumers.

From challenges of brand recognition to the myth of overnight success, this episode explores the evolving landscape of marketing and branding in the context of cultural shifts, trends, and emerging technologies. Join us as we navigate the future of branding and the enduring importance of authenticity in a rapidly changing digital age.

Podcast Show Notes:

• Introduction:
  • Guest from Texas, previously worked at Onnit, now with Still Austin Whiskey.
  • Initial involvement with Onnit through founder Aubrey Marcus.
• Early Days at Onnit:
  • Onnit initially focused on sports performance and recovery supplements.
  • Guest’s role in planning website, branding, and marketing.
  • Negotiating terms to return as CMO after moving away temporarily.
• Doing Epic Sh*t:
  • Emphasis on doing remarkable things both personally and professionally.
  • Influence of Joe Rogan’s podcast on Onnit’s growth.
  • Importance of financial stability to sustain innovative marketing strategies.
• Replicating Success:
  • Discussion on the repeatability of Onnit’s success model.
  • Importance of financial backing or solid business strategies for unconventional marketing.
• Building Culture:
  • Positive and healthy culture at Onnit, driven by a focus on health and fitness.
  • Impact of positive customer feedback on company morale.
  • Contrasting cultures between Onnit and the whiskey industry.
• Storytelling and Branding:
  • Importance of authentic brand narratives and campaigns.
  • Example of Still Austin Whiskey’s branding approach.
  • Balancing storytelling with product visibility, rejecting the notion of simply replicating Red Bull’s marketing approach.
• Challenges of Brand Recognition:
  • Discussion about the challenge of ensuring brand recognition for a small business.
  • Analogy of wearing a bird around town versus using billboards.
• Myth of Overnight Success:
  • Analysis of the misconception of overnight success in business.
  • Examples like Tito’s Vodka to illustrate the years of hard work behind rapid success.
• Cultural Shifts and Trends:
  • Exploration of how cultural shifts and consumer trends impact the success of brands.
  • Reference to the evolution of craft beer and the emergence of niche products.
• Authenticity in Marketing:
  • Emphasis on the importance of authenticity in marketing.
  • Contrast between polished brand campaigns and authentic content creation on platforms like TikTok and YouTube.
• Future of Branding:
  • Speculation on the future of branding.
  • Consideration of the influence of emerging technologies like AI on content creation.
  • Enduring significance of authenticity and uniqueness in brand identity.

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