The Brand Strategy Podcast with Fexingo: Identity, Positioning, and Long-Term Brand Building

Lucas and Luna explore how Warby Parker built a billion-dollar eyewear brand not just by undercutting prices but by engineering a physical and digital brand experience that changed consumer expectations. They break down the company's early Home Try-On program, its retail strategy that turned glasses shopping into a low-friction social activity, and the brand's recent challenges as competitors catc...

In this episode of The Brand Strategy Podcast, Lucas and Luna break down Oatly's remarkable brand transformation. Starting with the company's near-bankruptcy in 2014, they trace how a small Swedish oat-milk producer used unconventional packaging, a controversial ad campaign, and a distinct tone of voice to turn a commodity product into a cultural movement. They discuss the role of CEO Toni Peterss...

In this episode of The Brand Strategy Podcast, Lucas and Luna explore how Lego rebuilt itself from the brink of collapse in the early 2000s. They discuss the company's overexpansion into theme parks and video games, the 2003 crisis that left it $800 million in debt, and the turnaround led by CEO Jørgen Vig Knudstorp. Lucas breaks down the strategic shift back to core products, the introduction of...

In this episode of The Brand Strategy Podcast, Lucas and Luna dig into Patagonia's Worn Wear program — the repair, resale, and recycling initiative that challenges the entire fast-fashion model. They trace how a single 2017 decision to repair your wetsuit grew into a $100 million circular-economy business, and what that means for brand loyalty beyond marketing slogans. With hard numbers on custome...

In this episode of The Brand Strategy Podcast, Lucas and Luna dissect Glossier's rise from a beauty blog to a $1.2 billion brand. They explore how founder Emily Weiss leveraged a tight-knit online community to co-create products, the strategic pivot from direct-to-consumer to retail, and the lessons for any brand seeking authentic engagement. With specific metrics like 5 million Instagram follower...

Dollar Shave Club was one of the most disruptive direct-to-consumer brands of the 2010s. At its peak, it had 4 million subscribers and was valued at $1 billion. But by 2021, Unilever was writing down $500 million of its $1 billion acquisition price. This episode of The Brand Strategy Podcast breaks down exactly where the brand strategy went wrong. Lucas and Luna trace the arc from the viral 2012 l...

Lucas and Luna kick off The Brand Strategy Podcast by dissecting Liquid Death, the canned water company that reached a billion-dollar valuation by rejecting every convention of the beverage aisle. They trace founder Mike Cessario's insight that people buy brands, not commodities, and explore how the company's punk-metal aesthetic and 'murder your thirst' tagline created a 10-year compound annual g...