Podcast

#498: Why Your Brand Story Needs a Radical Focus and How to Find It

Imagine building a coconut water brand, nearly going broke, recovering to build a multi-million dollar business, selling it to Coca-Cola, and then buying it back, all because your refreshing brand story was crafted to survive adversity.

That’s what today’s guest did and he’ll show you how he did it.

Mark Rampolla, founder of Zico Coconut Water and author of High Hangin Fruit: Build Something Great by Going Where No One Else Will, shows you why your brand story must have a radical focus and how you can create it.

He says his book is for people who believe that it’s their duty to reach higher than just the bottom line to build businesses driven by passion, purpose, and integrity.

It’s for the new generation of entrepreneurs who want to disrupt the old model and do good by doing business.

Mark shares his journey of creating the Zico Coconut Water brand, emphasizing the importance of storytelling, identifying market needs, and the challenges faced in the beverage industry.

He discusses the foundational role of his experiences, the strategic focus on a singular product, and the lessons learned through adversity in building a successful brand.

Plus, he emphasizes the importance of knowing oneself as an entrepreneur, the strategic decisions made during the brand’s growth, and the lessons learned throughout the process.

Mark also founded GroundForce Capital which backs high-potential B2B and B2C companies seeking to improve the health and longevity of people and planet.

Some of the brands they provide investment management to include Liquid Death, KinderFarms, and Vive Organic.

What’s In It For You:

Why identifying a “Need State” is crucial for branding.
How sustainability can drive economic opportunities.
Why focusing on a specific market can help you build a strong brand foundation.
Having a clear vision can motivate entrepreneurs through tough times.
How to leverage structured fear as a powerful motivator for entrepreneurs.
Why celebrating personal achievements is important in the entrepreneurial journey.