Ethan Song and Joe Parenteau of Fable discuss building a direct-to-consumer brand during the COVID pandemic. Learn how Fable continues to disrupt a crowded space by leaning into a unique brand narrative. Gain valuable lessons from Joe's experiences and learn how he transformed a vision into a thriving business during one of the most challenging times in recent history. This episode also delves into supply chain, experiential marketing, and paid acquisition.
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Links Discussed
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Show Notes:
10:50 - Influencer marketing
13:10 - Paid acquisition
17:30 - Sponsorships and collaborations
18:30 - Repeat purchases
21:30 - Post-COVID dip
23:20 - Retail stores
25:00 - Sustainability and social impact
27:15 - Sourcing and production
29:30 - B-Corp
32:00 - Brand differentiation
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Past guests on the Pop Up Report include Stephen Kuhl (Burrow), Jake Karls (Mid-Day Squares), Alan Wood (Rally Beer Company).
Stay tuned for new episodes from upcoming guests including Lanny Smith (Actively Black), Ada Juristovski Jemc (Nala Care), Ryan Babenzien (Jolie) and many more.
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Additional Episodes You Might Enjoy:
Rally Beer Company: Tapping into Passion
Mid-Day Squares: Building the Next Great CPG Brand through Authentic Content
Burrow: Customer Obsession as a Competitive Advantage
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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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