Lessons from a Maverick Brand Builder | Brett Berish

In this episode of "Right About Now," Ryan Alford interviews Brett Berish, President and CEO of Sovereign Brands. They discuss the liquor b…

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June 25, 2024

Lessons from a Maverick Brand Builder | Brett Berish

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In this episode of "Right About Now," Ryan Alford interviews Brett Berish, President and CEO of Sovereign Brands. They discuss the liquor business, emphasizing the importance of taste, consumer experience, and branding. Brett likens business to improv comedy, stressing constant adaptation. He highlights the significance of packaging, celebrity endorsements, and mass appeal. The conversation also covers personal branding, storytelling, and the value of authentic partnerships with artists and influencers. Brett shares insights on building a loyal consumer base, the role of exclusivity, and Sovereign Brands' future, including collaborations with African artists to promote cultural connections through music.

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Show Notes

TAKEAWAYS

Business of liquor and branding
Importance of taste and consumer experience in building successful brands
Role of personal branding and evolution of business strategies
Building businesses and constant tweaking for success
Interplay between celebrity endorsements and product quality
Importance of packaging and design in creating brand experience
Approach to target audiences and mass appeal
Personal branding and storytelling
Challenges of measuring return on investment in advertising and marketing

TIMESTAMPS

Building Businesses and Improv (00:00:00) Discussion on building businesses and the iterative nature of business strategies, likened to improv comedy.

Introduction to the Podcast (00:00:17) Introduction to the podcast "Right About Now" by host Ryan Alford, highlighting its popularity and duration.

Introduction of Brett Berish (00:01:03) Ryan Alford introduces Brett Berish, President and CEO of Sovereign Brands, and discusses the radical approach in branding.

Personal Branding and Business Strategies (00:02:09) Discussion on personal branding, embracing mistakes, and the importance of being different in business strategies.

Entry into Spirits Industry (00:03:07) Brett Berish shares his entry into the spirits industry, influenced by his father's career and his passion for the business.

Evolution of Liquor Business (00:05:00) Discussion on the historical and regulatory aspects of the liquor business, including the three-tier system and changes in alcohol serving laws.

Challenges in Liquor Distribution (00:07:12) Explanation of the challenges in liquor distribution, emphasizing the role of distributors and the limitations on direct sales.

Importance of Taste in Branding (00:11:28) Emphasis on the significance of taste in dictating the success of liquor brands and the common thread in Sovereign Brands' approach.

Celebrity Endorsements and Product Quality (00:13:24) Discussion on the interplay between celebrity endorsements and product quality, highlighting the importance of taste over endorsements.

Brand Experience and Details (00:16:14) Importance of brand experience, packaging, and design details in creating a unique consumer experience.

Target Audience and Brand Appeal (00:18:24) Emphasis on selling to a broad audience and the significance of mass appeal in building a brand.

Trying New Approaches (00:19:10) Encouragement to try new strategies and products, drawing parallels to the unpredictability of hit songs in the music industry.

Personal Branding and Storytelling (00:20:40) Discussion on the realization of the importance of personal branding and storytelling in representing the company's brand.

The motivational side of success (00:21:16) Brett Berish shares his personal struggles and the importance of sharing stories of failure and success.

Discovering and supporting emerging talents (00:22:21) Brett discusses the excitement of engaging with up-and-coming artists and the potential to help them grow.

Transparency and honesty in conversations with emerging talents (00:23:02) The importance of authenticity and transparency in conversations with young talents on the verge of success.

The challenge of quantifying marketing success (00:24:56) Brett discusses the difficulty of measuring the return on investment in advertising and the value of building an audience.

Scarcity and exclusivity in brand building (00:27:35) The discussion around creating rarity and exclusivity in brand building and the challenges it presents.

Building long-term partnerships (00:29:36) Brett emphasizes the importance of developing long-term relationships and authenticity in partnerships.

Cultural significance of spirits and brands (00:31:34) The discussion on the cultural and emotional significance of different spirit brands and the subcultures they represent.

Proudest moments and personal milestones (00:33:08) Brett reflects on personal milestones and proud moments in his journey as a business owner.

Expanding into new territories and cultural initiatives (00:37:02) The discussion about expanding into new markets, particularly Africa, and the cultural initiatives being pursued.

Tying music projects with brand identity (00:38:54) The integration of music projects with specific brand identities and the intention to promote African artists.

Embracing new opportunities and personal philosophy (00:40:23) Brett shares his personal philosophy and approach to embracing new opportunities.

Wrapping up the conversation (00:41:22) Closing remarks and details on where to find more information about the brands and the conversation.

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