Anatomy of a Brand Podcast With Chris Cruz

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 L...

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 discove...

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 innova...

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...

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...

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,...

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 cock...

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...

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 a...

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 wan...

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...

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 examp...

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...

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 con...

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...