The Pop Up Report by Ethan Song
The Pop Up Report
E30 - Pop Up CPG: Community as a Competitive Advantage with TIG Brands
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E30 - Pop Up CPG: Community as a Competitive Advantage with TIG Brands

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Ethan Song and Elliot Begoun of TIG Brands discuss the role of community in brand building. Elliot shares his experience establishing a community of entrepreneurs through the TIG Brands ecosystem. Learn how community can be leveraged as a competitive advantage – from tighter feedback loops with customers to lower acquisition costs through word of mouth marketing. This episode also delves into retail marketing and fundraising.

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Links Discussed

TIG Brands

Stanford D-School

Women on Boards Project

Jedi Collaborative

Jono Bacon

Hirschberg Institute

Regenerative Business

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Show Notes:

01:45 The problem with CPG incubators

5:17 The importance of advisors and diversity

7:41 Why the tech VC model doesn’t work for CPG

10:33 The most important rule in running a business

12:03 The role of community in brand building

13:15 The three types of communities

16:43 No, there is no one playbook to success

20:00 The role of passion and value

21:51 How to identify the right strategy for you

27:00 Why product feedback matters

30:53 Founder friendly fundraising models

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Past guests on the Pop Up Report include Margaret Coons (Nuts for Cheese), Sabeena Ladha (Deux), Ryan Babenzien (Jolie Skin Co.). 

Stay tuned for new episodes from upcoming guests including Fred Campbell (Hooké), Tim and Nick West (Bandit Running), Randy Hetrick (TRX) and many more.

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Additional Episodes You Might Enjoy:

RIND Snacks Journey to 12,000 Doors in Less than 5 Years

How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess

Scaling Blume to $10m through Omnichannel and Community Building

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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.

Subscribe to the Pop Up Report on Substack or YouTube for more.

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The Pop Up Report by Ethan Song
The Pop Up Report
Ethan Song interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty. Ethan was previously the Co-Founder & CEO of Frank & Oak a sustainable apparel brand that generated 9-figures in revenue before being acquired by private equity in 2020. He’s now the Co-Founder & CEO of RareCircles. For more Pop Up Report content subscribe and visit www.thepopupreport.com. This podcast is brought to you by RareCircles, a membership platform that blends community engagement with rewards and benefits. Learn more at www.rarecircles.com.