#336 - Crowdsource Everything: How GORGIE Built a Brand with Community Power

Michelle Cordeiro Grant is an accomplished entrepreneur with a passion for creating innovative, community-based businesses. In 2016, she founded the intimates brand LIVELY and sold it three years later for $105 million. Following this successful exit, she pivoted to her next venture: GORGIE, a wellness energy drink.In this episode of DTC Pod, Michelle shares valuable insights on building a successful DTC brand from the ground up. She discusses the importance of building a community around the brand, leveraging social media, and using data and customer feedback to drive product innovation.Michelle also touches on the strategic decisions behind GORGIE's retail expansion, partnering with influential creators, and creating a magazine to inspire and connect with customers. Throughout the conversation, she emphasizes authenticity, quality, and customer-centricity as crucial elements in establishing a strong brand identity.Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.On this episode of DTC Pod, we cover:1. Brand and Community Building2. Data-Driven Product Development3. Nurturing Retail Partnerships4. Strategic Market Positioning5. Defining and Capturing Your ICP6. Organic Influencer Partnerships7. The Intersection of Fashion and CPGTimestamps00:00 Michelle Cordeiro Grant’s background; the idea behind GORGIE03:46 How customer feedback factored in product and brand development for GORGIE07:40 Community as a buzzword vs as part of brand identity10:01 Community building as an integral part of brand building11:28 How to keep an online community engaged; consumer vs community funnel16:50 GORGIE’s partnerships: Erewhon, Whole Foods, Sprouts, H-E-B, etc.20:05 Overlaps between two industries: fashion and CPG22:14 The story and vision behind GORGIE’s magazine23:57 Defining GORGIE’s ICP and building a brand around them26:54 GORGIE’s growth channels, how they nurture top-of-funnel and retain customers29:42 Year two of GORGIE: online and retail initiatives31:19 Brand-creator partnerships and the importance of organic alignmentShow notes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here.Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTok  Michelle Cordeiro Grant - Founder and CEO of GORGIEBlaine Bolus - Co-Founder of CastmagicRamon Berrios - Co-Founder of Castmagic