075: Living Out Your Brand Promise – Lessons from The Honest Company [Case Study]

Were there enough hints in the title and sub-title to guess what John Gregory Olson and Jayme Soulati banter about today? You got it -- The Honest Co. and its trial and tribulations of being, well, honest. This is the Heart of Marketing. Whomever names a brand Honest is striving for the holy grail, right? Especially in this disrupted age of category change agents, which, ahem, The Honest Co. definitely IS! We're backing into this episode with cultural values and to say that if you want to be upright and honest with customers, then watch out for the packaging and ingredient vigilantes. They will have you for lunch. What is a Brand? Jayme let's John do the talking while she looks up the word 'cache' trying to catch the too-smart John in a mis-pronounciation that fails; alas. Jessica Alba is a celebrity businesswoman with her own powerful brand, and the company she launched, The Honest Company, is struggling to reach IPO status. Hear what we recommend about branding, legal affairs, and the continuous struggle to keep it above board with all the eyes dotted and major claims that raise the eyebrows.