Anatomy of a Brand Podcast With Chris Cruz
This podcast explores the mindset, strategy, and creative decisions behind brands that make history. It features candid conversations with founders, CMOs, and executives, and includes deep dives into brand launches, rebrands, and reinventions. The show is produced by Kidagain and aims to make founders and leaders smarter about building winning brands.
Episodes
Taste Is Your Only Unfair Advantage (And AI Can't Touch It) | AOAB Episode 36 with Matt Lehman
Most designers aren't losing to AI. They're losing to their own fear of what AI means. In this episode, we sit back down with Matt Lehman, founder of Matt Lehman Studio and the designer behind the Harlem Globetrotters' 100th anniversary rebrand, to go deeper on what it actually takes to build a visual identity that lasts. We get into the creative process nobody shows you: pencil to paper, free ass
Why She Bet Everything on a $5 Cookie | AOAB w/ Whitney Miller Episode 35
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 harde
How to Build a Content Team That Actually Works | AOAB Episode 34 w/ Oren John
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
Dave Ramsey’s 5 Stages of Growth (And Why Most Businesses Stall) | AOAB Ep. 33 with John Felkins
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 Rams
What Therapists Know About Founders That Founders Won't Admit | w/ Three Percent Co. Ep. 32
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
What the Man Behind 3 Billion Organic Impressions Actually Thinks About Virality w/ Caleb Ralston Ep. 31
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 wh
The Brands Winning Right Now Are Weird, Human, and a Little Embarrassing | w/ Mike Payne Ep. 30
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 o
The More You Talk About the Pain, the Better Your Product Sells | W/ Donald Miller Ep. 29
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 frame
A Family's Unexpected Path to Brand Success | AOAB w/ Ben Eggebrecht Episode 28
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 mo
How To Get Really Good At Branding: A Branding Masterclass With José Pablo | AOAB Ep. 27
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 ha
Why Creators Burn Out Even When They Are Winning (And How To Avoid It) | w/ Giancarlo Ep. 26
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 l
How to Grow Revenue Without Diluting Brand (Inside Red Bull, Fjällräven & Benchmade) | Joe Prebich Episode 25
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 Benchma
Two Moms Who Bet on Themselves and Built An Authentic Brand | With Nic + Maude Founders Ep. 24
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
From Start-Up to the Fastest Growing Cookie Brand (How They Did It) | With Toto Cookies Ep. 23
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
How to Know if You're Content is Really Failing
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 fo
How to Break The Freelance Spiral and Scale a Business | With Paul Weaver Ep. 21
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’r
The Unconventional Lesson Behind This Brand’s Decade of Success | Dave Allee Ep. 20
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
How He Turned a Tattoo Idea Into a Viral Product | Episode 19 with Corbin Briggs
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 conte
The Sales Advice Every Entrepreneur Needs to Hear | Trey Dunavant Ep. 18
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, the
Inside Pink's Window Services Playbook Worth Millions | With Carter Smith Ep. 17
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
How To Turn a Hobby Into a Beloved Brand | Todd Balsley Ep. 16
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
Lincoln Design Co: What Every Brand Is Getting Wrong About Risk | Dan Janssen Episode 15
In this episode of Anatomy of a Brand, Chris Cruz sits down with Dan Janssen, founder of Lincoln Design Co., the creative powerhouse behind some of the most disruptive and visually electric brands in the world from Liquid Death and Harley-Davidson to Fortnite, Nike, and Monster Energy.Dan reveals what it really takes to build a timeless, culture-shifting brand. From leaving DC Shoes to founding Li
The Surprising Reason You're Burned Out (And What to Do About It) | Patrick Lencioni Ep.14
What really makes or breaks a brand? It’s not just design, sales, or marketing — it’s leadership. In this powerful conversation with Patrick Lencioni, we dive into the missing link between creativity and organizational health, the 6 types of Working Genius, and why authentic leadership is the foundation of every lasting brand.If you’re building a brand, leading a team, or simply trying to discover
Rooted: What Streetwear Gets Right About Belonging | Jaime Bacalan Ep. 13
Ever wondered what it takes to grow a streetwear brand in a city like Nashville?Dive into the story of Rooted, a Nashville-based streetwear and lifestyle brand that’s redefining community-driven retail. From overcoming rejection in the sneaker industry to creating immersive retail experiences, Rooted’s founder shares the philosophy behind the brand, their obsession with connection, and the innovat
Ugmonk: The Real Reason Simpler Products Sell Better | Jeff Sheldon Ep. 12
Jeff Sheldon, founder of Ugmonk, shares how obsession with craft, design, and intentionality shaped his brand from a side hustle in 2008 into a globally respected company. From early Threadless t-shirts to Kickstarter campaigns that raised over $400k, Jeff walks through the principles that built his brand—simplicity, storytelling, and a relentless focus on the human experience.In this episode, we
Bradley Mountain: Is This The Most Authentic Brand in America? | Tyler Axtell Ep. 11
What does it look like to build a brand where adventure is the ethos, not the product?In this episode, we sit down with Tyler Axtell, founder of Bradley Mountain, to unpack how a garage project turned into a lifestyle brand rooted in curiosity, craftsmanship, and community. We go back to the beginning of the brand and explore the hard lessons of building by hand (“the hard way, on purpose”), the t
Why the Most Successful Brands Feel Like People | Anatomy of a Brand Ep. 10
What does it take to scale companies without losing sight of people? In this episode, we sit down with Jordan Berry, President of Harbor & Union and a serial entrepreneur who’s redefining what it means to build brands with heart.From his obsessive new hobby of photography (six cameras in two weeks!) to why he personally unclogs toilets at work, Jordan shows us that leadership isn’t about ego,
“Make It Cheaper” Is Completely Wrong, Why Every Physical Product Needs This Mentality | Josh Ellis Ep. 9
What if you could grow your brand without throwing money at ads?In this episode, we break down how they turned a single Target placement into momentum, why logos don’t make brands—stories do—and what it really takes to scale without selling out.0:00 – What’s in the fridge: discovering WithCo0:33 – First impressions of the brand & early connections0:52 – From Nashville roots to starting a cockt
How Magnolia's Former CMO Turned Fans Into Loyal Customers | Stone Crandall
In this episode of Anatomy of a Brand, we sit down with Stone Crandall, a marketer with an unconventional path that led him to leading marketing for one of America’s most recognized lifestyle brands, Magnolia (yes, that Chip & Joanna Gaines).Stone shares:- How his love for classic cars shapes his marketing philosophy- The unexpected coffee shop conversation that changed his career- Why most br
Ranger Station: Why Fragrance Brands Understand Customer Experience| Steve Soderholm Ep. 7
In this episode, we sit down with Steve Soderholm, founder of Ranger Station — the Nashville-born fragrance and lifestyle brand redefining how scent, storytelling, and hospitality collide.From touring drummer to self-taught perfumer, Steve shares how his passion for hospitality, fragrance, and craftsmanship led to the creation of one of the most distinct fragrance brands in the country. We talk ab
How a Nike Collab Rewrote this Brand | Severino Alvarez Ep. 6
What happens when a designer refuses to choose between style and substance? Well...In this episode of Anatomy of a Brand, we sit down with Severino Alvarez—the mind behind some of the most quietly iconic design in the South.From building brands that feel like secret societies, to defining style rules that make a hat timeless, Severino opens up about the slow craft of building something people want
Why Most Digital Products Fail and What To Do Instead | Chad Cannon
Chad Cannon has been behind the scenes of some of the most successful personal brand empires of the last decade, working directly with Michael Hyatt, Donald Miller, and other best-selling authors and thought leaders to grow eight-figure businesses from the ground up. In this episode, Chad sits down with Chris to talk about everything from book launches and planner pivots to sales strategy, team cu
He Designed for Nike & ESPN, Here’s What He Learned About Branding | Matt Lehman Ep. 4
From Nike and NASA to Ladybird Taco and Five Daughters Bakery, Matt Lehman has built brand identities that aren’t just pretty—they’re powerful. In this episode, we explore how visuals go beyond aesthetics and actually shape culture, behavior, and belief. Whether you’re branding a neighborhood bakery or a billion-dollar brand, Matt unpacks what great design really requires.Full of real-world exampl
This Is Where Brands Start to Break | Brandon Triola Ep. 3
In this episode of Anatomy of a Brand, we sit down with Brandon Triola, chief creative officer, co-founder of Forrest, and author of Save the Creatives. We dive deep into why human insight is the backbone of great branding, how B2B companies can build emotional resonance, and what creatives need to know about niching, AI, and increasing their value in the marketplace.Brandon shares stories about g
VSCO: The Brand That Helped Creators Go Pro (And How) | Greg Lutze Ep. 2
Fifteen years ago, digital photography was taking over. Film was dying.One small team asked a better question:How do we preserve the soul of analog in a digital world?That question sparked what would become VSCO, co-founded by Greg Lutze, a creative who didn’t just want to keep up. He wanted to honor the craft.VSCO didn’t just make bad photos look good.They made digital feel human.In this conversa
Flipping Traditional Branding on it's Head | Dave Dyer
Even global brands like Starbucks and Amazon lose their way.When strategist Dave Dyer stepped in to help, he didn’t give them a new logo — he gave them a manifesto. A North Star that reshaped how they thought about brand, culture, and leadership.In this episode, Dave joins Chris to unpack why the best brands don’t just sell products — they build belief systems. He shares how Nike, Starbucks, and e
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