Thanks Ken Pilot!
Podcast Host: THE RETAIL PILOT - Leaders & Legends/Tech Talk, CEO, Board Member, Investor, Advisor,
Launching a brand ain’t easy but it’s great to watch it happen. My good friend Shaul Nakash launched a new vodka brand,ALB vodka, and is doing It organically and disruptively. Another good friend, Ryan Babenzien , took the same tact launching Jolie a beautifully designed shower head and water filtration system, a bathroom fixture that they have intelligently positioned as a beauty product. Ryan’s adversitising and product placement are unique, organic, creative, fun and buck the most overused digital marketing norms. The same can be said for ALB who just replaced Tito’s as Jet Blue’s Vodka of choice. Today, ALB ran an ad in The NY Times (image below) that references the leaders thus elevating/legitimizing the ALB brand (I’m a Vodka drinker, I know rare, and think ALB has a better taste than Tito’s and is less expensive). The ALB ad recalls the famous Tommy Hilfiger Hangman ad that appeared in 1986 on a Time Square Billboard (see attached), comparing the new designer to the design darlings of the industry. This was quite the disruptive moment and really put Tommy on the map (digital wasn’t a choice then). Jolie has taken an unique approach to marketing as well (see attached image). Like ALB, staying away from the more traditional digital approach opting for grass roots, outdoor impressions. And they have expanded to connected TV. Their growth has been nothing less than meteoric…almost $30m in revenue within their first 2 years of existence! In Summary, there is always room for disruption and creative ideas. From billboards to trucks great marketing can transcend digital obvious and should always be considered when creating your marketing mix. Bottom’s up Nakesh and Hat’s off Ryan! #marketing #innovator