The next time an ROI-obsessed executive or board member questions why you're so heavily invested in something “fuzzy” like brand, throw this quote back at them:

"We were able to get to $40M, no marketing spend."

That's Rosie O'Neill, the co-founder and co-CEO of Sugarfina, and our guest on this week’s Brand Builder.

You may have seen Sugarfina at an upscale mall or a Nordstrom near you - they’re a luxury candy boutique for grown-ups that brings a fresh and fashionable approach to confections, and a true disruptor in the $200B confections industry.

In this conversation with SnackNation CEO Sean Kelly, Rosie credits their emotionally resonant brand for helping make them a word-of-mouth sensation. Plus, Rosie explains why Sugarfina is bullish on retail when most companies balk at brick and mortar.

Links

• Sugarfina
• @Sugarfina on Instagram
• Connect with Rosie on LinkedIn

Brand Builder is a co-production of SnackNation and ForceBrands.