Anatomy of a Brand Podcast With Chris Cruz

Episode

• Why She Bet Everything on a $5 Cookie | AOAB w/ Whitney Miller Episode 35 16.06.2026 40mnt

  Most founders are told that level of confidence is dangerous.They're trained to soften it and that's exactly when they start to lose.In this episode, we sit down with Whitney Miller — the first-ever winner of FOX's MasterChef — who walked into Gordon Ramsay's competition at 22, self-taught and fresh from Mississippi, and won the whole thing. Now she's doing something even harder: building a premium cookie brand from scratch in the most competitive food market on earth.This isn't a conversation about celebrity cookbooks or food TV.It's about irrational self-belief, fighting for the thing no one saw coming, and building something that makes people feel something real.You'll hear: Why the most dangerous thing for a founder is learning to be less confident How Whitney recipe-tested an entire product line while breastfeeding — without tasting a single cookieWhat happened when she paid thousands for a marketing agency and watched the money disappearWhy she chose cookies over a restaurant — and why that decision was harder than winning MasterChefThe “unhurried conversations” philosophy that makes her stores impossible to replicate at scaleHow she’s targeting a market that still sends tin cookies every December — and winning itIf you’re a founder, brand builder, or operator who’s ever been told to dial it back, this one’s for you.Timestamps00:00:00 Trailer00:00:52 The college athlete who didn’t want to be a dietitian00:01:54 Finding the MasterChef audition with two weeks to spare00:02:41 The New Orleans audition and the moment everything clicked00:04:22 What winning actually costs you (at 22, away from everyone you know)00:05:40 The tennis mindset that hid her stress from every competitor00:06:38 Irrational self-belief — the trait they try to train out of founders00:07:51 Gordon Ramsay said something nobody had ever told her before00:09:01 From college student to speaking in Dubai next to the PepsiCo president00:11:24 Traveling the world as an ambassador for Southern food00:12:32 How she ended up on cookies — and why it was a harder choice than it looks00:13:35 Wrestling with identity: am I just a cookie company now?00:14:57 She couldn’t taste a single recipe (and created a better product because of it)00:15:58 The vegan cookie that wasn’t in the plan — and became a bestseller00:16:30 Launching nationwide in January 202000:18:11 Why every Whitney’s cookie has its own distinct flavor profile00:19:38 How a MasterChef perfectionist trained a team that had never cooked before00:21:10 Why mentorship was always in the product whether she planned it or not00:22:00 The setback: almost couldn’t open the Franklin store00:23:44 What doubters said — and what happened when customers tried the $5 cookie00:25:34 Learning the business side with zero background00:27:18 She hired a marketing agency. They nearly killed the business.00:29:04 The “unhurried conversations” philosophy — and where it came from00:30:55 Why she won’t cut corners even when the business demands it00:32:09 Going seasonal: getting outside her own chocolate obsession00:33:14 The collaboration strategy: turning brand fans into co-creators00:34:11 Parkinson’s, purpose, and a cookie that meant more than revenue00:36:07 How she thinks about Crumbl and the mass-production competition00:37:49 Nashville, Spring Hill, and the small-footprint store model00:38:13 The next frontier: corporate gifting and the opportunity hiding in plain sightGuestWhitney Miller, first-ever MasterChef winner, founder and head chef of Whitney’s Cookies (Franklin, TN), Southern food ambassador, and author of two cookbooks - including Modern Hospitality, praised publicly by Chip and Joanna Gaines.Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.com
• How to Build a Content Team That Actually Works | AOAB Episode 34 w/ Oren John 02.06.2026 43mnt

  Most brands aren't losing to better competitors.They're losing to themselves because nobody will say the content strategy is broken.In this episode, I sit down with Oren John — internet creative director, co-founder of Cut30 (2,500+ creators trained), and founder of HYPER — to break down the exact structure behind a content flywheel that actually drives revenue.Oren had a YouTube video hit 1 million views in two weeks about how to build a marketing team in 2026. We pull it apart — the pod system, the analytics loop that gets executives off your back, and why your top of funnel content doesn't need to mention your product at all.This isn't a conversation about hacks or growth tactics.It's about structure, autonomy, and what it actually takes to build a content team that executives trust enough to leave alone.You'll hear:- Why hiring one person to 'fix' your social is the first mistake every brand makes- The pod system: the most effective content flywheel with the least amount of spend- How 90 days of pillar analytics gives your team full creative autonomy- The second order effect — how executives who 'don't watch YouTube' are finding your content anyway- Why top of funnel content doesn't need to mention your product to generate pipeline- The only two ways to win in a saturated category (and most brands have neither)- How confidence in content comes from volume, not talentIf you're building a brand, running a marketing team, or wondering why your social isn't converting - this one's for you.Timestamps00:00 — The morning Riverside didn't record (and what happened next)01:26 — Why organic is the highest ROI marketing lever (and why brands attack it wrong)02:00 — The pod system: creative strategist + in-house creator + extended universe03:39 — What the 'creator' role actually means (it's not a videographer)05:32 — What you need to give a strategist for them to function06:12 — The CEO's cousin has opinions. Here's how you shut them down with data.07:48 — 90 days of analytics = executives leave you alone. Here's the system.08:03 — ManyChat + a product tease = 1,000 email signups in a day they hadn't seen in years09:18 — What should you actually pay a creative strategist in 2026?13:08 — The 3 qualities that make a great creative strategist (most hires are missing one)15:46 — Where communication skills actually come from (it's not what you think)18:09 — How 1,000 videos changed the way Oren speaks, pitches, and leads19:17 — Chris on Cut30: getting feedback when the content you made just isn't good enough22:45 — 'My customer isn't on social media' — Oren's response to every executive who says this23:59 — The second order effect: 3 workshop bookings from executives via a Slack link25:24 — Outer Signal: the tool that proves your customer is on social (with data)26:21 — What makes a good creative director vs. a bad one28:36 — Brand vs. Product: why this series changed how Oren thinks about consumer behavior33:24 — How David Protein Bars locked up the category (and what it means for everyone else)35:07 — AG1 is a terrible product experience. Here's why it doesn't matter.36:03 — Field Trip, ROI, and why your best content doesn't need to mention your product38:53 — How Oren decides to kill a content pillar (same system he teaches)41:01 — Workshopping bits like a comedian: the process behind viral content ideasGuestOren John is the internet's creative director. Co-founder of Cut30 (2,500+ creators trained across 20+ cohorts), founder of HYPER (content strategy newsletter), and former SVP of Marketing with a career spanning Red Bull, Ciroc, Grey Goose, TrackingPoint, and agency work across Sundance, Miami Art Week, and NYFW. His YouTube video on building a marketing team in 2026 hit 1 million views in two weeks. Follow him @orenmeetsworld.Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.com
• Dave Ramsey’s 5 Stages of Growth (And Why Most Businesses Stall) | AOAB Ep. 33 with John Felkins 19.05.2026 53mnt

  Subscribe and join our community for operators, marketers, and builders shaping the future.Most business owners don't fail because they're bad at their craft.They fail because they built a job and called it a business.In this episode, we sit down with John Felkins, Executive Director of EntreLeadership Elite at Ramsey Solutions and the head coach who's spent 14 years building Dave Ramsey's leadership coaching program from the ground up.We unpack the five stages every founder gets stuck in, why "information-only" coaches are about to get replaced by AI, and the brutal identity shift that happens when your team starts doing the work you builtyour name on.This isn't a conversation about productivity hacks or hiring tactics.It's about identity, vigilance, and the courage to stop being the hero of your own business.You'll hear:• Why the gap between knowing and doing is widening every year• The five stages every founder gets trapped in — and how to break through each one• Why most "coaches" won't survive the next 24 months• The identity crisis that hits when your team gets better than you• How Dave Ramsey built a culture that survives without him• Why balance is an illusion — and what to chase instead• The one question that exposes whether you own a business or own a jobIf you're a founder, operator, or coach navigating growth pressure — this conversation will change how you see your own role.Timestamps00:00:00 — Trailer00:01:30 — Why consistency is the unsexy reason Ramsey scaled for 25 years00:04:40 — The hidden cost of having a "founder draw" in your brand00:07:20 — The leadership trap most CEOs never escape00:11:00 — Why information is now the cheapest thing on the internet00:14:30 — The question that decides whether you own a business or a job00:17:00 — The five stages every founder cycles through00:21:45 — Why building a cross-functional team is harder than building a craft00:25:10 — The Monday meeting that costs Ramsey millions (and why it's worth it)00:28:20 — When the system you built starts running you00:30:00 — "Victory has defeated you" — the threat at the top00:34:50 — Reframing money, profit, and purpose without losing either00:38:30 — The 30,000-application hiring engine and what they're really screening for00:42:00 — The challenge keeping John up at night right now00:46:00 — Why most coaches won't survive the AI era00:48:30 — Emotional acuity: the only skill AI can't replicate00:51:30 — Final reflections: presence, mirrors, and the hardest sell of allGuestJohn Felkins, Executive Director of EntreLeadership Elite at Ramsey Solutions and the architect of Ramsey's coaching program. 14 years inside the company. Coach to thousands of operators navigating the gapbetween knowing and doing.Found out more here: https://ter.li/entreleadershipGet in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: hello@kidagain.com
• What Therapists Know About Founders That Founders Won't Admit | w/ Three Percent Co. Ep. 32 05.05.2026 1j

  Subscribe and join our community for operators, marketers, and builders shaping the future.Most founders don't break because the business broke.They break because nobody told them the 3% they were hiding was already running the company.In this episode, we sit down with Blake and Jamie — two licensed therapists, best friends for nine years, and the co-hosts of The 3% Podcast — a show built out of a 12-step room and a single sentence: "I need to share my 3%."We unpack why the most operationally healthy founders are the ones doing the inner work, why "I'm fine" is a leading indicator of a business unraveling, and why the same pattern that ruins relationships is the one quietly killing your team.This isn't a conversation about therapy.It's about the silent tax founders pay when they refuse to be honest with themselves.You'll hear:• Why a 3% lie binds you to 100% of the shame• The Resentment Metric — how to know your business is breaking before the numbers say so• Why baby steps" are wobbly, courageous jumps - not tentative ones• Why 97% of expert-led brands sound like every other expert-led brand• The unsexy word-of-mouth strategy that built two full therapy practices• Why founders are trying to be influencers - and influencers are trying to be therapists • How to tell the difference between exporting an idea and exporting an experience If you're a founder, operator, creative, or builder, and you've been quietly carrying something you haven't named — this conversation is for you.Timestamps00:00:00 Trailer00:01:00 Why a therapist asked Chris to do somatic work — live, on his own podcast00:05:25 "Mental health is slow. Until it's sudden."00:07:30 Why founders crumble underneath the metrics nobody sees 00:10:30 The Resentment Metric - when your business is broken before the dashboardsays so00:13:30 Owning the chaos: "It's my fault" as a leadership skill00:18:00 The 3% origin story - born in a 12-step room00:21:00 Why being 97% honest is still 3% bound to shame00:22:30 The pivot - why a creative agency for therapists became a movement for men 00:25:00 Baby steps are wobbly courageous jumps — how 3% was built in 2.5 hours aweek00:29:30 The bigger vision — multiplication, not metrics00:34:30 Word of mouth as a 30-month strategy — coffee every week for eight months00:37:30 "You are the gift" — why most expert-led brands market themselves wrong00:42:00 The intensity tax — why being yourself can feel like a hangover00:46:00 Why 97% of expert websites lose their audience in the first sentence00:49:30 Brand therapy - the moment a founder cries in a brand audit00:53:00 Why Blake avoided social media for two years — and what cracked open lastweek00:58:30 "Why are therapists trying to be influencers?"01:02:00 The end of the niche-down era — why multidisciplinary is back01:04:30 Closing reflections — the weird medium of being seenGuestBlake and Jamie, co-hosts of The 3% Podcast and licensed clinical therapists in Tennessee. Both run full private practices, both came up through 12-step recovery, and both have spent the last decade building a framework for how vulnerable men can lead more honest businesses, families, and relationships.Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.com
• What the Man Behind 3 Billion Organic Impressions Actually Thinks About Virality w/ Caleb Ralston Ep. 31 21.04.2026 1j 3mnt

  Subscribe and join our community for operators, marketers, and builders shaping the future. You can post every single day for a year.And still build an audience that will never buy from you. In episode 31 of Anatomy of a Brand, we sit down with Caleb Ralston, the filmmaker behind Gary Vaynerchuk's TikTok explosion from 300K to 3.5 million followers in three months, and the Director of Brand who architected Alex Hormozi's rise from 1.2M to 11.5M and built his media team from the ground up. Caleb has operated inside the rooms where the biggest content bets in the game were made, and now runs his own brand strategy operation. We unpack what actually drives trust at scale, why the wrong audience can kill your business faster than no audience, and what most creators miss about the real cost of chasing reach. This isn't a conversation about posting schedules or platform hacks. It's about patience, craft, and the discipline to say no to the things that look like growth but aren't. If you're a founder, brand strategist, or creator building something that lasts; this conversation is for you. Timestamps• 00:00:00 — The bamboo tree: why the best growth is always invisible first• 00:01:33 — Where Caleb's obsessive self-reflection actually comes from• 00:03:35 — Operate, reflect, iterate: the framework beneath everything he's built• 00:05:10 — Looking back at the 6-hour course: what he'd change• 00:08:29 — Why V11 is ego, not quality• 00:12:02 — Having a real point of view without being contrarian for clicks• 00:13:22 — The trap of optimizing for the widest audience possible• 00:14:02 — He pivoted to entertainment content. Subscribers exploded. Revenue died.• 00:16:09 — Chris shares his three-topic tension — Caleb gives real feedback• 00:17:24 — How to know which niche you can actually compete in right now• 00:19:14 — The reactive leader: what changed when Caleb had no buffer• 00:20:46 — Gary Vaynerchuk's real leadership approach — not what you see online• 00:22:59 — The check-in Gary does with his team every six months that most leaders skip• 00:24:39 — From Pure Wow to Team Gary: the decision that changed everything• 00:28:40 — Why turning down an opportunity was the most valuable move he made• 00:31:21 — Gary says 30 posts a day. Caleb disagreed. Here's why both are right.• 00:33:43 — "A truly powerful piece of content will market itself"• 00:37:08 — Can you afford to play the long game? The honest answer.• 00:39:14 — If you need cash right now, do not make content• 00:41:46 — Phil Jackson didn't optimize for championships. Here's what he actually built for.• 00:43:41 — Why zero case studies made his course go viral• 00:45:07 — The 36-month expectation: set it right or you will quit• 00:47:41 — What it actually means to be a great leader• 00:48:35 — The rage transference painting — and what work does to people• 00:52:34 — Inside Caleb's content system: scripting, shooting, and teaching simultaneously• 00:55:24 — The 6-hour course took 120 combined hours to write. It wasn't a prompt.• 00:57:02 — The three-question test every piece of content has to pass• 00:58:38 — "Talking head is dead" — who actually says that and why• 01:01:50 — The only thing that actually makes talking head work GuestCaleb Ralston is a brand strategist and content producer who served as Gary Vaynerchuk's videographer and TikTok lead growing his audience from 300K to 3.5 million followers in three months and as Director of Brand for Alex Hormozi, scaling his reach from 1.2M to 11.5M and building his media team from scratch into a team of 18. He runs his own brand strategy operation and recently launched Ralston Select, a four-part content curriculum covering pre-production through platform strategy. Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.com
• The Brands Winning Right Now Are Weird, Human, and a Little Embarrassing | w/ Mike Payne Ep. 30 07.04.2026 45mnt

  Subscribe and join our community for operators, marketers, and builders shaping the future.Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.comMost brands don’t fail because they lack content. They fail because they’re creating for algorithms instead of actual human beings.In this episode, we sit down with Mike Payne, co-founder of Arcade, the marketing agency behind Matty Matheson’s food brand, John Krasinski’s Some Good News, SmartLess Mobile, and some of Canada’s most culturally connected brands.We unpack what digital audiences actually want in 2026, why the brands chasing virality are just telling you they’re impatient, and how a futurist practice called signal scanning is helping Arcade spot cultural shifts before they become trends and turn them into content strategies that move the needle.This isn’t a conversation about social media tactics or content calendars.It’s about understanding people, celebrating effort over efficiency, and building brands that audiences actually want to follow back.You’ll hear:-Why brands that only chase virality are just impatient brands- The 5 cultural trends shaping what audiences crave in 2026, from improvisation to analog to camp-How Apple TV’s logo went viral not from the reveal, but from the behind-the-scenes-Why Gen Z women are booking up convents for summer and what it signals about digital fatigue-The Matty Matheson story: how Arcade got rejected twice, then used Cameo to close the deal-How John Krasinski’s Some Good News grew more after the show ended than during it-Why a content piece about features and benefits with a CTA does absolutely nothing-The case for “to be cringe is to be free” — and why camp is the trend brands keep underestimatingIf you’re a founder, marketer, or operator trying to figure out why your content isn’t connecting, this conversation will reframe how you think about every post, every campaign, and every audience you’re trying to reach.Timestamps00:00:00 Trailer00:01:10 Dad life, Mexico trips, and why Calgary is a brand city worth studying00:05:20 From Arcade agency to Scan Club: how a futurist practice became a newsletter00:09:40 Signals, trends, and drivers — how to spot what’s actually moving culture00:13:45 Why brands that chase virality are just impatient brands00:17:10 Substack as the anti-algorithm: Tumblr meets MailChimp meets old Twitter00:20:15 The 2026 trend report: why this year feels like the new 201600:23:00 Effort as content: why Apple TV’s BTS outperformed the actual logo reveal00:25:30 Pizza 73 x Calgary Flames x Sora: when AI is the punchline, not the shortcut00:28:00 Trend 1 — Improvisation: Bob’s Smoke Break, Duolingo’s Bad Bunny crash course, and unscripted moments00:32:00 Trend 2 — Analog: cassette cafes, bed nesting, J. Cole’s trunk sale tour, and convents00:36:00 Trend 4 — Camp: Lego clogs, maximalism, and to be cringe is to be free00:40:00 The Matty Matheson saga: two rejections, a Cameo video, and finally getting the work00:45:00 Content without the celebrity: how to inherit a founder’s tone without relying on them00:48:00 John Krasinski’s Some Good News: how a pandemic side project became a global movement00:52:00 SGN global correspondents: the creator strategy that grew the audience after the show ended00:55:00 Retainers, lo-fi content, and how Arcade prices its workGuestMike Payne, Co-founder of Arcade, a marketing agency based in Calgary, Canada. Arcade’s clients include Matty Matheson’s Matheson Food Company, John Krasinski’s Some Good News, SmartLess Mobile, Monogram Coffee, UCLA Health, Pizza 73, and more.
• The More You Talk About the Pain, the Better Your Product Sells | W/ Donald Miller Ep. 29 24.03.2026 1j 6mnt

  Subscribe and join our community for operators, marketers, and builders shaping the future.Most businesses don’t fail because their product isn’t good enough.They fail because they’re talking about themselves instead of their customer.In this episode, we sit down with Donald Miller, CEO of StoryBrand and Business Made Simple, New York Times bestselling author, and the mind behind a messaging framework that has helped over a million business leaders clarify their message and grow their revenue.We unpack why most brand messaging is invisibly broken, how one rewrite of product descriptions drove a 400% increase in total sales, and why the human brain is hardwired to ignore you — unless you know how to speak in story.This isn’t a conversation about marketing tactics or design trends.It’s about the psychology of attention, the cost of confusion, and why the brands that position their customer as the hero are the ones that win.If you’re a founder, CMO, or operator who suspects your messaging might be costing you customers, this conversation will show you exactly where the leak is.Timestamps:00:00:00 Trailer00:01:10 Meeting Donald Miller — the book that made Chris rethink the story he was living00:05:20 The StoryBrand framework: 2,500 years of storytelling turned into a marketing system00:07:46 Why your customer can only want one thing — and it can’t be vague00:09:01 The dog trainer pitch that doubled a business overnight00:10:49 Zero cognitive load: why “build a wall” beats a book on immigration00:14:00 The most important sound bite in your brand is the problem — not the solution00:17:10 What a first date teaches you about why most brands fail00:21:55 Why Chick-fil-A’s “other-focus” is worth $11 billion00:24:20 The hardest decisions Donald made scaling StoryBrand and Business Made Simple00:27:04 The apology tour: what happens when the CEO stops listening to the customer00:29:54 Why success is correlated with the number of at-bats, not the quality of any single swing00:33:02 Delivering the same keynote 500+ times and never getting bored00:36:53 Why Donald reads his obituary every morning — and what it’s cost him00:41:00 The entrepreneurs who are healing father wounds through success — and creating new ones00:44:00 Eulogy virtues vs. resume virtues: the tension every brand builder carries00:46:19 How StoryBrand is adapting to AI — and why the human advantage isn’t going away00:51:11 The StoryBrand AI pricing move that fractured trust — and rebuilt it00:54:26 Live brand teardown: Donald rewrites the Anatomy of a Brand agency pitch in real time00:57:22 Why 80% of all interesting writing is conflict — and what that means for your brand01:01:04 The playbook close: how to package services so clients stop hesitating Guest Donald Miller, CEO of StoryBrand and Business Made Simple. New York Times bestselling author of Building a StoryBrand, Marketing Made Simple, and How to Grow Your Small Business. His frameworks have been used by over one million business leaders and brands including TOMS Shoes, TREK Bicycles, and Tempur Sealy. Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.com
• A Family's Unexpected Path to Brand Success | AOAB w/ Ben Eggebrecht Episode 28 10.03.2026 44mnt

  Subscribe and join our community for operators, marketers, and builders shaping the future.In this episode of Anatomy of a Brand, we sit down with Ben from Consider the Wildflowers to explore the unlikely journey of building a fine jewelry brand rooted in story, legacy, and human connection. What began as watercolor greeting cards and flea-market jewelry experiments grew into one of Nashville’s most beloved independent jewelry brands, known for crafting heirloom pieces that mark life’s most meaningful moments.Ben shares the origin story behind the company he runs alongside his wife Emily, from Belmont University dreamers pursuing music to founders building a family-run brand through craft fairs, maker markets, and a tiny warehouse studio in Nashville. We talk about the slow and intentional growth of the business, the importance of hospitality in luxury experiences, and why building trust with clients ultimately shaped the company’s reputation.The conversation moves deeper into leadership, marriage, and entrepreneurship as Ben reflects on stepping into the CEO role, letting go of perfectionism, and learning how to scale a brand without losing the heart behind it. From crafting a last-minute necklace for Kelsea Ballerini’s album shoot to helping customers celebrate engagements, births, and family legacies, this episode explores how meaningful brands are built through story, patience, and care.This is a conversation about legacy; why some objects carry stories across generations, and why the brands that endure are the ones that remember the human moment behind every purchase.Timestamps00:00 – A chance meeting in Florida that started the conversation02:00 – What Consider the Wildflowers actually does04:00 – Belmont University, music dreams, and Nashville in the early days07:00 – From greeting cards and flea market jewelry to a real brand10:00 – Craft fairs, maker markets, and the early growth of the company12:00 – The first retail spaces and building a local following14:00 – The moment the brand reached celebrity clients17:00 – The Kelsea Ballerini necklace story19:00 – Running a business with your spouse22:00 – How Ben became CEO of the company24:00 – Growing the brand through COVID and major challenges27:00 – Letting go of perfectionism as a founder30:00 – Where perfection actually matters in building a brand32:00 – Family life while running a growing company34:00 – Jewelry, watches, and the idea of legacy pieces37:00 – Why great brands aren’t built on trends39:00 – The psychology behind luxury purchases41:00 – What Ben is focused on next for the brand42:30 – Final thoughts on storytelling and legacyGuest: Ben — Consider the WildflowersInstagram: https://www.instagram.com/considerthewildflowers/Website: https://considerthewildflowers.com/Get in TouchInstagram: https://www.instagram.com/anatomyofabrand/Website: https://www.anatomyofabrand.co/Email: micaela@harborandunion.com#BrandBuilding #FounderStories #LuxuryBrands #EntrepreneurJourney #CreativeEntrepreneur #ModernBrand #StoryDrivenBrands #BrandLeadership #CreativeBusiness #FamilyBusiness #LegacyBrands #BrandStrategy #CreativePodcast #EntrepreneurPodcast #BuildingInPublic
• How To Get Really Good At Branding: A Branding Masterclass With José Pablo | AOAB Ep. 27 17.02.2026 1j

  What if branding isn’t your logo…but every single touchpoint?In this episode of Anatomy of a Brand, we sit down with José, a Mexico City based brand strategist, founder, and creative director behind multiple global brand platforms and media properties (including We Love Branding and We Love Daily, reaching hundreds of thousands of designers and founders worldwide).José has built brands, curated half-million-follower design ecosystems, and helped companies rethink how they show up in the real world. His take? Branding is not aesthetics. It’s not storytelling fluff. It’s not “pretty.”It’s trust. It’s consistency. This episode gives you a deep-dive into the non-negotiables of what it takes to build a great brand.Timestamps00:00 – What is branding? (José’s definition)01:10 – Why every brand is a hospitality brand02:40 – The plumber example: small details build trust03:33 – Product vs. experience: what really matters04:12 – Mapping the full customer journey05:13 – How to make every touchpoint memorable06:17 – Consistency over creativity07:37 – Brand pillars & constant discovery08:20 – Why José starts with a manifesto10:24 – What every CEO needs to know about branding11:43 – How to prove visuals actually drive results13:05 – Why visuals signal trust (even historically)14:52 – How to know if your brand is working16:20 – First impressions & trust happen fast19:37 – “Storytelling died when it became strategy”21:25 – The truth about content strategy23:23 – Finding tension that resonates in content24:45 – Building media brands (We Love Branding strategy)27:15 – Every brand is a media company30:46 – Why going viral won’t save your business34:00 – Local brand example: serving your real audience35:32 – Positioning: who you want vs. who buys37:52 – Are brand guidelines dead?40:12 – When to break your own brand rules42:03 – Why social shows are a game changer44:30 – The future of websites in 202648:12 – “Pretty doesn’t sell. Trusted does.”51:06 – Customer service as a brand multiplier52:33 – Founders shouldn’t design their own brand55:18 – Canva, templates & becoming noise58:01 – AI won’t replace tasteThis will be one of the richest episodes you've watched on branding all year.JOSÉ RESOURCES • Follow José on Instagram https://www.instagram.com/jdomito_/• Work with José: https://www.atla.design/Get in Touch with UsInstagram: https://www.instagram.com/anatomyofabrand/Website: www.anatomyofabrand.coReady to scale your brand? Let's talk: hello@harborandunion.com
• Why Creators Burn Out Even When They Are Winning (And How To Avoid It) | w/ Giancarlo Ep. 26 05.02.2026 44mnt

  In this episode of Anatomy of a Brand, we sit down with filmmaker and creative leader Giancarlo Stigliano for an honest conversation about burnout, sustainability, and what it really takes to build a meaningful creative career without losing yourself in the process. Drawing from a decade in the film and commercial world, Giancarlo reflects on why so many creators feel exhausted, even when things look successful on the outside.We talk about the hidden pressures of freelancing, the trap of chasing trends and adding too much too fast, and the overlooked leadership skills that actually shape healthy sets, teams, and careers. Giancarlo opens up about unlearning hustle-driven growth, choosing depth over constant expansion, and why long-term creative longevity depends on trust, alignment, and self-awareness—not just talent or metrics.The conversation gets deeply personal as he shares lessons from launching Chiva Collective, navigating disappointment, redefining success, and learning when to pause, pivot, and protect his well-being. This episode is a grounded look at why winning can still feel draining and how creators can build lives and careers that last.Timestamps:00:00 – Intro & episode setup03:20 – The creative gap nobody talks about07:30 – Family, life on set, and early career reflections11:00 – Resisting trends and staying rooted in conviction14:30 – Horizontal growth, overextension, and burnout18:30 – Why brands choose creators they trust22:30 – Building Chiva Collective29:30 – When the launch doesn’t meet expectations33:45 – Pivoting, sustainability, and letting go37:30 – Leadership lessons: pause, presence, humility41:30 – Why creators burn out even when they’re winning46:30 – Final thoughts on authenticity and longevity🎙 Guest: Giancarlo  @carlostigs   @CreativeGapPodcast  YouTube: https://www.youtube.com/@carlostigs Website: https://www.carlostigliano.com/📬 Get in TouchInstagram: https://www.instagram.com/anatomyofabrandWebsite: https://www.anatomyofabrand.co/Email: micaela@harborandunion.com#CreatorBurnout #CreativeLongevity #ModernCreator #CreativeLeadership #SustainableSuccess #OpenResidency #CreativePodcast #MediaCreators #FilmPodcast #CreatorEconomy #BuildWithIntention #CreativeProcess #AuthenticCreatives #LongGameThinking #TrustOverTrends #BehindTheCreative #CreativeLife #FilmmakerLife #ContentWithDepth
• How to Grow Revenue Without Diluting Brand (Inside Red Bull, Fjällräven & Benchmade) | Joe Prebich Episode 25 23.01.2026 51mnt

  Episode 25 of Anatomy of a Brand -subscribe and join our community for operators, marketers, and builders shaping the future.Most brands don’t fail because they lack demand. They fail because growth pressures them into becoming something they’re not. In this episode, we sit down with a brand operator who’s been inside the room when the biggest bets were made -from Red Bull to Fjällräven to Benchmade.We unpack what actually drives revenue without diluting brand, why customers are the most underutilized growth lever, and how long-term storytelling beats short-term performance when the stakes are real.This isn’t a conversation about hacks or tactics.It’s about trust, patience, and the courage to make big bets, even when the payoff is years away. You’ll hear:    •    Why experiential marketing still outperforms performance at scale    •    How customer insight becomes a compass for growth    •    What it takes to scale legacy brands without losing their soul    •    Why most executives misunderstand the ROI of brand    •    How to operate with confidence when the bet hasn’t paid off yet If you’re a founder, CMO, or operator navigating growth pressure -this conversation is for you.Timestamps00:00:00 Trailer 00:01:10 From a teenage magazine to a career in brand storytelling 00:05:20 Why most brands struggle to tell real stories 00:09:40 The tension between brand, revenue, and executive pressure 00:13:45 Why customers are the most overlooked growth strategy 00:17:10 Inside Red Bull’s biggest experiential bet (and the risk behind it) 00:21:55 Holding your nerve when the bet is over budget 00:25:30 What big brand bets actually require from leadership 00:29:40 Scaling Fjällräven in North America without becoming “just another brand” 00:34:20 How to think big with a small budget 00:38:10 Why apologizing for your budget kills creativity 00:41:30 Entering Benchmade: legacy, trust, and long-term thinking 00:46:10 Growing without dilution — how Benchmade defines the line 00:50:40 Why growth at all costs destroys brand equity 00:54:10 Listening to customers as a strategic advantage 00:57:45 The role of culture in sustaining revenue over decades 01:01:30 How operators should plan brand bets year to year 01:05:10 What most brands miss when they chase performance metrics 01:09:30 The future of brand-led growth 01:12:45 Final reflections: trust, patience, and playing the long gameGuestJoe Prebich, Current Vice President of Benchmade knives and brand operator with experience spanning Red Bull, Fjällräven, Benchmade and more.Get in TouchInstagram: www.instagram.com/anatomyofabrandWebsite: www.anatomyofabrand.coEmail: micaela@harborandunion.com
• Two Moms Who Bet on Themselves and Built An Authentic Brand | With Nic + Maude Founders Ep. 24 06.01.2026 44mnt

  What most people don’t see about entrepreneurship is the quiet resilience behind it.In this episode, we sit down with Nic + Maude, the founders behind one of Franklin, Tennessee’s most beloved custom hat brands, to talk about the road no one prepares you for: building a business with your best friend, navigating motherhood, surviving financial uncertainty, and refusing to let creativity die under pressure.Before the storefront…Before the sold-out fittings…Before the momentum…There were years of juggling multiple jobs, raising kids, questioning everything, and choosing belief anyway.This is a conversation about:•Building a business without a blueprint• Why friendship is the foundation, not a liability• Creativity as a survival instinct• Motherhood, sacrifice, and legacy• Betting on yourself when the math doesn’t work yetIf you’re an entrepreneur, creative, or founder who’s ever wondered “Is this worth it?”, this episode is for you.You are not behind.You are not too much.And you’re not wrong for wanting more.Watch the full conversation and remember what you’re building and why it matters. Subscribe to hear more conversations like this  @AnatomyofaBrand  #WomenEntrepreneurs#FemaleFounders#CreativeEntrepreneur#SmallBusinessStory#FounderJourney#BuildWhatMatters#EntrepreneurLife#MomEntrepreneur#BrandBuilding#LegacyOverLikes#AnatomyOfABrand#PurposeDrivenBusiness#CreativeWomen
• From Start-Up to the Fastest Growing Cookie Brand (How They Did It) | With Toto Cookies Ep. 23 16.12.2025 41mnt

  You Don’t Build the Fastest-Growing Cookie Brand by AccidentWhat if the thing you’re building didn’t start as a business idea, but as a fight for your own health?In this episode of The Anatomy of a Brand Show, we sit down with the founders of Toto Cookies, the fastest-growing cookie brand in the natural foods market, to unpack what it actually takes to build a modern CPG brand that scales without selling its soul.From Crohn’s disease and years of failed recipes…to baking 400,000 cookies a month and turning down Walmart; this is a masterclass in product obsession, disciplined growth, and founder alignment.This isn’t a hype story.It’s a long, intentional and authentic one.And that’s exactly why it worked.00:00 – The origin story: why Toto Cookies exists01:04 – Health struggles, food restrictions, and the need for comfort02:09 – One year of failed recipes (and why most founders quit here)03:04 – The first cookie that changed everything04:47 – From 12 cookies at a time to 400,000 per month05:19 – Why they pivoted from cookie dough to packaged cookies06:44 – The danger of romanticizing your first idea07:47 – How Toto grew without traditional marketing09:31 – Why great marketing can hide a bad product11:08 – Product, aesthetics, ads12:14 – The non-glamorous operational systems that make scale possible13:18 – The $800,000 investor that disappeared overnight15:26 – Why optimism and operational realism must coexist17:01 – The hidden dangers of “big-name” retailers18:05 – When a $200K check turns into $26K19:49 – Why fewer retail doors can mean more growth21:58 – Brand vs. numbers: navigating meaning and metrics23:57 – Why founders need a counterbalance, not a clone25:41 – How building Toto changed them as people28:11 – From scarcity mindset to confident leadership30:47 – Advice for founders just getting started34:40 – The real timeline and cost of building a brand37:02 – The long-term vision for Toto Cookies38:12 – Nostalgia, indulgence, and the future of “better-for-you” snacks#AnatomyOfABrand #FounderStory #CPGBrands #StartupPodcast #BrandBuilding #ProductFirst #ConsumerBrands #RetailStrategy #BetterForYou #FoodStartups #Entrepreneurship
• How to Know if You're Content is Really Failing 09.12.2025 32mnt

  You’re posting. You’re grinding. You’re doing everything the workshops told you to do, the hooks, the tactics, the formats and yet a quiet question keeps circling in your mind:“Is any of this even working?”In this episode of Anatomy of a Brand, our team gets painfully honest about the hidden battle every entrepreneur, founder, and creative faces when building a brand today. We’ve spent the last four months creating 200+ pieces of content, averaging two posts a day, and still asked ourselves: Are we failing? Why aren’t the numbers bigger?Is the content actually making a difference?What is the real measure of success?What we discovered is what most founders miss: Your content can be working long before the numbers reflect it.We break down:-The difference between “awareness” and “conversion content”-Why virality is NOT the real metric for entrepreneurs-How our content has quietly driven clients, trust, and revenue-Why your sales cycle matters more than your follower count-The mindset shift every ambitious founder must make to keep goingIIf you’re tired, discouraged, or questioning whether to keep creating, this conversation is a lifeline. Because content isn’t just a tactic. It’s the connective tissue between your vision, your culture, and your customer experience.You’re not just building posts.You’re building a movement.Subscribe if you're one of the ones, like us, who refuse to settle. 00:00 – The exhaustion every creator feels but rarely admits00:14 – “Is my content even working?” The fear behind the numbers00:55 – Four months. 200 posts. Is that a failure?01:15 – Why founders burn out on content (and the myth they believe)02:06 – Defining success when virality isn’t the outcome03:02 – The false expectation: “If I start, it should take off immediately”04:17 – Slow growth vs exponential growth: what we actually saw04:46 – Why quality ≠ guaranteed virality05:25 – Content vs revenue: the truth entrepreneurs overlook06:22 – How our content brings in clients (even when the numbers are small)07:19 – Content as an awareness engine for a new agency08:14 – “How can we push what’s never been done?” Our approach to originality08:55 – When insecurity hits: what to measure instead09:35 – Why most brands pick the wrong metrics10:07 – Why we build original content instead of showcasing a portfolio10:45 – Using content strategically within the sales process11:23 – The essential funnel: Awareness → Intention → Decision → Action12:44 – Redefining “success”: Is virality the wrong goal?13:33 – When you hit the wall: Should you keep going or pivot?14:15 – Business objectives: the missing piece in most content strategies15:06 – Why awareness matters more than immediate sales16:16 – Proof that content can drive revenue without going viral17:24 – Authenticity, consistency, and the long game18:05 – The trap of comparison: why your numbers don’t tell the whole story19:09 – The price point problem: why some content converts and some takes time20:23 – Content supports sales — but doesn’t replace it21:09 – Behind our strategy: action → channel → audience → creative22:47 – When creators flop: how to find the thing you actually love making23:52 – “This is the algorithm.” Why passion outperforms tactics24:49 – Why most people quit right before the breakthrough26:17 – The vulnerability of entrepreneurship — and why it’s worth it27:06 – The marathon analogy: your race isn’t their race28:17 – You can’t be disappointed in results you haven’t trained for29:33 – What kind of story you should be telling in your content30:33 – Content today: the fusion of art and science31:45 – Final thoughts: keep going — your audience is closer than you think#AnatomyOfABrand #BrandStrategy #CreatorEconomy #EntrepreneurLife #ContentStrategy #MarketingTruths #BuildTheBrand #ContentCreators #LongGame #FoundersJourney #RefuseToSettle
• How to Break The Freelance Spiral and Scale a Business | With Paul Weaver Ep. 21 25.11.2025 40mnt

  In this episode of Anatomy of a Brand, we sit down with Paul Weaver — Miami-based creative, founder of The Freelance Photographer®, and the photographer trusted by brands like Garmin, Goop, Ten Thousand, Olipop, Celsius, Outdoor Voices, Alo Yoga (spec), and Torque Fitness, to break down the exact blueprint he used to scale from solo freelancer to strategic visual partner for global brands.If you’re a freelancer, photographer, videographer, or creative entrepreneur, this is THE conversation you’ve been waiting for.We deep dive into Paul’s 6-Pillar Blueprint for building a profitable, sustainable creative business including Positioning, Portfolio, Pitching, Pricing, Production, and Partnering.This episode is packed with practical, actionable steps to help you: • Break the pricing trap and finally charge what you’re worth • Stop taking low-paying gigs “just to stay afloat” • Position yourself for bigger, purpose-driven brand clients • Pitch without sounding desperate — and land dream clients • Turn one-off shoots into monthly retainers + recurring revenue • Build systems that save time, reduce stress, and scale your business • Transition from “order-taker” → strategic creative partner • Make the identity shift from freelancer → business ownerPaul doesn’t hold back. He shares the real frameworks behind his growth, the mindset shifts that changed everything, and the systems that helped him scale his creative career with intention, clarity, and confidence.Whether you're stuck in the freelance rut, underpricing your work, or ready to break into bigger brand deals, this episode gives you the roadmap.What You’ll Learn (Timestamps)0:00 — Cold Open 1:10 — How Paul Weaver Built His Creative Business 5:45 — The 6-Pillar Blueprint Explained 10:30 — Why Most Freelancers Undercharge 12:10 — How to Build Pricing Confidence 18:20 — Breaking the Low-Pay Gig Cycle 23:40 — Positioning Yourself for High-Value Clients 30:50 — Pitching That Actually Works 38:10 — How to Turn Shoots Into Monthly Retainers 45:30 — Systems Every Creative Needs 52:00 — Identity Shift: Freelancer → Business Owner 1:00:10 — The #1 Mistake Creatives Make 1:03:40 — Rapid-Fire Value Drops 1:07:40 — The One Decision That Changed EverythingWho This Episode Is For✔ Freelancers✔ Photographers✔ Videographers✔ Content creators✔ Creative entrepreneurs✔ Anyone wanting to scale their creative businessIf you refuse to settle for low-paying gigs, inconsistent income, and creative burnout — this conversation will change the way you work, price, create, and grow.Connect With Paul WeaverInstagram: @paulwheatthinsThe Freelance Photographer®: thefreelancephotographer.comSubscribe to  @AnatomyofaBrand  if you're hungry for more conversations from founders, entrepreneurs and creatives refusing to settle. #PaulWeaver #TheFreelancePhotographer #CreatorEconomy #FreelancerTips #CreativeBusiness #PhotographyBusiness #VideographyBusiness #FreelanceLife #BrandClients #ScalingYourBusiness #EntrepreneurLife #CreatorTips #BusinessOfCreativity #HowToFreelance #CreativeEntrepreneur
• The Unconventional Lesson Behind This Brand’s Decade of Success | Dave Allee Ep. 20 19.11.2025 43mnt

  Most brands spend their energy trying to keep up with their industry.Almond Surfboards did the opposite, and it’s the reason they’ve survived (and grown) for over a decade.In this episode, Chris Cruz sits down with Almond founder Dave Allee, whose slow-build, customer-first, craft-driven philosophy helped Almond break free from the surf industry’s expectations and become a category of one.This is the story of what happens when a brand refuses to chase hype, scale, or the pressure to be all things to all people and instead chooses clarity, patience, and an unshakeable understanding of who they’re here to serve.If you’re an entrepreneur, creative, or founder stuck in a crowded, noisy market, this episode gives you the blueprint for building something that actually endures.In This Episode:The unconventional principle that’s kept Almond thriving for 10+ yearsWhy building “slow” became their unfair advantageHow Almond serves one customer better than anyone elseWhy resisting the industry’s norms created more opportunity than following themThe Porsche/Rivian/Quiksilver effect: why intentional brands attract premium partnershipsHow to build a brand that outlasts trends, hype, and algorithmsThe lesson every founder overlooks until it’s too lateToday, most brands chase growth at the cost of identity.Almond is proof that clarity beats scale, craft beats speed, and serving one customer deeply beats trying to serve everyone poorly.If you want to build a brand with longevity, not just attention, this conversation is your roadmap.Chapters:00:00 – The unconventional lesson at the center of Almond 03:12 – Why the surf industry model didn’t make sense 07:45 – Serving the “real surfer,” not the industry stereotype 12:30 – The cost of trying to be everything to everyone 18:04 – The Porsche collaboration and what it revealed 22:58 – The patience advantage: long-term over fast wins 28:41 – How clarity shapes product, storytelling, and loyalty 34:20 – What founders get wrong about differentiation 41:17 – Building a brand that lasts a decade (and why it matters)If you're building a brand…This episode is a reminder:You don’t have to play by your industry’s rules to win.You just have to know exactly who you’re here for and serve them relentlessly.#PorscheCollab #Porsche911 #RivianAdventure #QuiksilverSurf#BrandPartnerships #CollaborationCulture #AlmondSurfboards#DaveAllee #SurfBrand #BrandStorytelling #FounderInterview#PurposeDrivenBrand #TimelessDesign #CraftsmanshipCulture#SlowMade #Huckberry
• How He Turned a Tattoo Idea Into a Viral Product | Episode 19 with Corbin Briggs 11.11.2025 55mnt

  What if the idea you can’t shake… is the one you’re meant to build?Corbin Briggs was a self-taught tattoo artist who couldn’t find a tool to practice with, so he invented it.No funding. No experience. Just faith, scrappiness, and a relentless belief that this was his thing to do.He built Inlumino Heart Ink from nothing, turned off all ads when it wasn’t working, and bet everything on organic content, tripling revenue and proving one truth: Anyone can do this, if they have enough courage.You don’t need permission.You don’t need a perfect plan.You just need to start.Full episode now on Anatomy of a Brand Show#BuildTheBrand #AnatomyOfABrand #Illumino #CreatorEconomy #EntrepreneurMindset #FaithInBusiness #DoWhatMakesYourHeartComeAlive #StartSomething #PurposeOverProfit #OrganicGrowth #Co
• The Sales Advice Every Entrepreneur Needs to Hear | Trey Dunavant Ep. 18 04.11.2025 50mnt

  Most people think sales is about convincing but it’s actually about clarity.In this episode of Anatomy of a Brand, we unpack why most sales fail before they even begin and how clarity, curiosity, and service can completely change how you sell.If you’ve ever felt like sales was pushy, forced, or fake, this conversation will flip your mindset.Trey breaks down how the best salespeople don’t sell, they help people make decisions. Watch to learn: Why clarity leads to conversionHow to ask the right questions that unlock trustWhat separates serving from sellingHow to coach a team that sells without egoWhy “confused buyers don’t buy and confused salespeople don’t sell”This is the sales advice every entrepreneur, creative, and founder needs to hear.Subscribe and follow us  @AnatomyofaBrand  Full episode out now, tune in, take notes, and start leading with clarity.#SalesMindset #ClarityLeadsToConversion #EntrepreneurTips #AnatomyOfABrand #SalesAdvice #Leadership #BrandStrategy #TreyDunavant #PodcastForFounders #CreativeEntrepreneurs
• Inside Pink's Window Services Playbook Worth Millions | With Carter Smith Ep. 17 21.10.2025 31mnt

  It’s circa 2020. The world was hoarding toilet paper as an odd global coping mechanism. These two? Bought squeegees.Learn how two unemployed friends ask the simple question, “what happened to the service industry?” and then revolutionize what blue collar means, into an iconic national lifestyle brand. In this episode, we sit with Carter Smith, Co-Founder of Pink’s Window Services, to unpack how he and his co-founder Brandon, took an unglamorous job and turned it into something aspirational, authentic, and culture-shifting.  Beginning with just a bucket of water and a Tahoe, to now a rapidly-growing franchise with 100+ locations worth millions. Their secret? Killing ego, building loyalty and bringing back the lost art of what it means to truly take pride in what you do. The heart of the conversation: how to scale without losing your soul. Carter reveals how PINKS has engineered belonging into every layer of the company. He shares why he believes the service industry should actually serve, how generosity fuels loyalty, and why the most efficient path isn’t always the right one when you’re building something that lasts.Learn more about why storytelling matters, where purpose meets profit, and how authenticity always wins: ”Inside Pink’s Window Services Playbook Worth Millions” out now on Youtube, Spotify, and Apple Podcasts. This is one ya don’t want to miss. #PinksWindowCleaning  #BrandStrategy #FranchiseGrowth #HowtoScale #Businessdevelopment #Leadership #BrandCulture #StartupStories #Entrepreneurship #BrandPodcast #Marketing #Storytelling #podcast
• How To Turn a Hobby Into a Beloved Brand | Todd Balsley Ep. 16 14.10.2025 44mnt

  What happens when a leather craftsman decides to go all-in on building a brand for photographers?Meet Todd from Clever Supply, a maker who turned his garage hobby into a decade-long creative business loved by world-class photographers like Peter McKinnon and Joe Greer.In this episode of Anatomy of a Brand, we dig into:-How to grow a product-based brand from zero to scale-The power of listening to your audience (even when it hurts)-How collaborations and YouTube creators can catapult your brand visibility-The importance of branding evolution vs. reinvention-And why every creative founder hits the “awkward teenager” phase in businessIf you’re a creator, brand builder, or product maker, this one’s packed with practical lessons about turning passion into a purposeful brand that lasts.00:00 — Todd’s 10-Year Journey from Garage Crafter to Brand Builder01:00 — The Soul Behind Clever Supply: Tools for the Creative Photographer02:30 — How a Kickstarter Pivot Redefined His Brand’s Future04:10 — Why Listening to Customer Feedback Changed Everything06:00 — The Power of Made-to-Order: Building a Scalable Small Brand09:00 — How a YouTube Feature Exploded Clever Supply’s Growth12:30 — The Art of Collaboration: Working with Peter McKinnon & Joe Greer16:45 — The Beauty of Heritage Design in a Modern Creator Economy18:30 — Learning to Rebrand: Evolving Without Losing Your Soul20:15 — Lessons on Failure, Adaptability, and Staying a Lifelong Student22:00 — Todd’s Message to Creators: Why Your Work Matters More Than You ThinkFollow Clever Supply:Instagram → @cleversupplycoWebsite → cleversupply.coMore from Anatomy of a Brand:Instagram → @anatomyofabrandYouTube → @AnatomyofaBrand