Ingredient #1: The secret to building a memorable brand lies in its ability to understand its customers deeply.
Ingredient #2: A memorable brand leans into the fleeting trends and the timeless aspects of its niche.
Take Madhappy, for example. A clothing brand that has managed to encapsulate optimism and communicate this uplifting message through its fashion line. But Madhappy doesn't just sell clothes; it weaves positivity into the “fabric” of everyday life, making its mark as a beacon of hope in the fashion world.
We sat down for a conversation with Alex Brands, a seasoned brand strategist known for shaping the narratives of some of the most iconic startups in recent history (Madhappy being one of them). In this conversation, we delve into the nuances of his approach, revealing how a blend of creativity, strategic foresight, and cultural savvy forms the backbone of every successful branding endeavor he leads.
Elan: Alex, let’s start with a fun one. When someone asks you what you do for work at a dinner party, how do you respond?
Alex: I usually say I specialize in brand positioning for early-stage startups. Naturally, this prompts a follow-up question, “What does that mean?” I explain that I assist early-stage founders in articulating and launching their stories to the world, helping them make a memorable first impression in the market.
Elan: Speaking of work, what's giving you the most energy at work these days?
Alex: I'm currently really excited by the diversity of projects in my freelance practice. For example, I'm working with Mila, a company that produces flash-frozen soup dumplings. It's my first venture into this type of consumer packaged goods (CPG), and it's fascinating to see how they've quickly carved out and scaled their business in such a competitive market. This comes right after I worked on an L2 blockchain project and helped a venture capital fund, so I'm always diving into new waters to see how different businesses achieve success.
Elan: Is there a common thread you find among the diverse brands you work with?
Alex: All the brands I work with, whether culinary like Made Nice and Tartine or in other sectors, share a deep passion for their craft. For example, Eleven Madison Park has recently turned completely vegan, and Chad Robertson from Tartine Bakery is on a quest to create the best bread with the simplest ingredients. This dedication is quite similar to the drive seen in tech and business sectors: a love for the process and continuous improvement. These are qualities I look for in a good partner and aim to support in my work—those committed to making thoughtful, long-term decisions.
Elan: What do you think are some common misconceptions about brand strategy and marketing?
Alex: You know, a significant misconception is that branding, marketing, and advertising are often under one umbrella—marketing. But that’s not the case and it's crucial to distinguish the difference among them. Branding is foundational, influencing every aspect of a company, including product development and team building. Marketing then drives the business forward based on set priorities and goals, while advertising focuses on direct engagement with consumers, being highly tactical and context-driven, such as crafting a specific message for an ad during the men's national championship or adjusting strategies for different contexts like the Emmys or Grammys.
Elan: What do you wish more people understood about branding?
Alex: Many people view branding as an abstract concept, almost a black box that's hard to define compared to straightforward areas like Product or Operations. However, I believe that a well-defined brand functions like a razor, sharpening decision-making across an organization. A clear brand identity allows teams to quickly align decisions with the company's ethos without reinventing the wheel each time. This clarity is crucial not only for consistency but also for efficiency, making it easier to navigate business challenges and market opportunities.
Elan: You spent some time at Gin Lane, and I’m curious: what was the secret to Gin Lane's success during the glory days of DTC brands?
Alex: At Gin Lane, our edge came from where we looked for inspiration—we turned our attention to the realms of art, music, fashion, and architecture, rather than just the competitive landscape or what other agencies were doing. This broad perspective allowed us to infuse our brands with cultural relevance and depth. Our process was also distinctive; we kept team members engaged from start to finish on projects, maintaining a holistic view and ensuring the original vision was preserved through to the final output.
Elan: Can you share some memorable projects from your time at Gin Lane?
Alex: Yes! One standout project was with Quip, where we transitioned their positioning from a toothbrush company to a comprehensive oral health brand. This shift opened up new product lines and acquisition opportunities. Another memorable collaboration was with Make It Nice, linked to the team from Eleven Madison Park. We immersed ourselves in their operations to truly understand and convey what made them exceptional.
Elan: On the topic of becoming exceptional, how much time do you believe is necessary to build a brand strategy?
Alex: The timeline can vary. Early in my career, I believed 6-8 weeks was necessary, but having worked in-house, I've adopted a leaner approach. Now, I think a basic strategic framework can be developed in as little as 3 weeks, with an ideal span of 4-6 weeks. Beyond that, you might start to see diminishing returns.
Elan: Tell me more about your role in leading Brand Marketing at Madhappy. Were you their first brand marketing hire?
Alex: Yeah joining Madhappy was a fantastic experience. They already had a strong identity and community, which provided a solid foundation. My role was to scale this brand effectively, focusing on campaigns, content, and collaborations. We maintained a rapid pace, launching new products almost weekly, which required a robust internal process to balance creativity and efficiency.
Elan: What advice would you give to other founding teams about making their first marketing hire?
Alex: Well, the type of business significantly influences this decision. For consumer-focused brands like Madhappy, where organic reach is crucial, a strong branding background is beneficial. For B2B SaaS companies, a more analytical approach focusing on paid search might be necessary. The key is to find someone who makes the most sense, knowing they can always hire someone who isn’t as strong.
I think of it like a brand general with a growth lieutenant. Or a growth general with a brand lieutenant. Basically, you just need a right hand who understands building a brand, even if that’s not you.
Elan: Well I can say that from the outside looking in, it looked like every drop hit big. What do you think other teams can learn from your success at Madhappy?
Alex: One key element was our deep understanding of our customers. When I first joined, I conducted 15 customer interviews to really grasp their perspectives and needs. Throughout my tenure as head of marketing, my role was to ensure the consumer's voice was always considered in strategic discussions. Our success largely stemmed from this deep customer insight combined with a consistent process across content, marketing, product development, and partnerships. Our most effective campaigns were those where product and marketing strategies were perfectly aligned, like the Madhappy Outdoors campaign, which tied into our mental health narrative by promoting the mental health benefits of spending time outdoors.
Elan: When someone wears Madhappy merch, what does it say about them? How did that factor into your overall marketing plan?
Alex: Well, in fashion, branding can be seen as a badge. It's important to consider what wearing the brand signifies. For Madhappy, wearing our merch says that you're not only stylish and culturally savvy but also conscious about mental health. Our strategy was to balance trendy designs with our mental health advocacy, making fashion a tool for sparking important conversations. This positioning strongly resonated with our Gen Z audience, aligning with their values and identity.
Elan: What inspired you to move into the world of crypto and web3?
Alex: My transition to crypto and web3 was driven by a mixture of curiosity and the desire for a new challenge. After significant time in fashion and at Madhappy, the burgeoning field of crypto in 2021 presented an intriguing opportunity to learn something entirely different, blending technology with new community engagement models.
Elan: How is marketing in web3 different from your experiences at Gin Lane and Madhappy?
Alex: While the core of marketing—understanding your customer and crafting compelling narratives—remains constant across industries, web3 introduces a more participatory approach. The community has a greater role in shaping the brand. This shift from the consistency-focused strategies of Web2 to the dynamic, community-driven strategies of Web3 offers new challenges and opportunities. In Web3, brand building is less about rigid guidelines and more about fostering a flexible, inclusive environment where community members feel ownership of the brand.
Elan: What do you wish more founding teams knew about building an effective brand in 2024? If you were to take an ad out on a billboard for them to drive past every day, what would you want it to say?
Alex: The most critical advice I would emphasize is to truly know your audience. Understanding your customers deeply—not just demographics but their behaviors, needs, and aspirations—is key to building something they will love and support. If I were to distill this into a billboard, it would say, "Know Your Audience—Build Something People Love." It's about stepping into the arena with your audience, engaging with them directly, and using those insights to solve their problems more effectively and create products that resonate on a deeper level.
About Alex Brands
Alex is a brand strategy and brand marketing specialist for early-stage consumer startups. Most recently, he served as the Head of Brand Marketing at Madhappy. Prior to that, he was a member of the Brand team at Gin Lane / Pattern Brands, leading strategy and positioning for early-stage companies like Neuralink, Quip, MeUndies, Open Spaces, and JAJA Tequila. He’s currently working on a range of projects at the intersection of brand and Web 3.
If you’d like to chat with Alex, connect with him on LinkedIn.