PGA Star Rickie Fowler’s impact on plant-based wellness CPG — Erick Dickens // Kadenwood

There's no question that celebrity-backed brands have the edge over competitors. However, getting a celebrity to back your brand as a small business is no easy feat. Why do stars endorse brands, and what impact can you expect from that partnership? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses how PGA star Rickie Fowler impacted their brand.
About the speaker

Erick Dickens

Kadenwood

 - Kadenwood

Erick Dickens is Co-founder and CEO at Kadenwood

Show Notes

  • 06:12
    The big budget and clout of big brands vs. the innovation potential of small brands
    It is easy to get complacent in a big brand because of the big budgets, and the growth goals are not super aggressive, but they dont provide enough opportunities for excitement.
  • 09:09
    How to make significant innovative marketing bets
    You make bets that work by making bets that don't work and learning from them.
  • 10:13
    Why do marketers struggle to make the bets they believe in?
    They end up managing their careers rather than the business, not recognizing that the career will follow if they just manage the business.
  • 12:10
    What next for Kadenwood marketing wise?
    Level Select OTC is coming to retail stores near you.
  • 14:04
    Is retail making a comeback?
    Retail is a differentiator and an endorsement for CPG brands.

Quotes

  • "Why do celebrities back brands? They're investing in primarily two things. One the product. So, is there a quality product people can get excited about and stand behind? And the other is the team of people running the company." - Erick Dickens

  • "When I was at larger companies, one of the things that allowed me to succeed and stand apart from my peers was managing the brand within the larger company as if it was a startup." - Erick Dickens

  • "How I've gotten to making bets that work is by making bets that don't work and learning from them." - Erick Dickens

  • "What limits marketers the most is they end up managing their careers rather than managing the business, not recognizing that if they just manage the business, the career will follow." - Erick Dickens

  • "Retail, to me, is like what TV advertising was 15 years ago when everybody said it was dead and you had to move to digital and social. Of course, that turned out to be a big lie because the people who were propagating it were the people benefiting from selling digital media." - Erick Dickens

About the speaker

Erick Dickens

Kadenwood

 - Kadenwood

Erick Dickens is Co-founder and CEO at Kadenwood

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