Clarity over cool: Éva Goicochea on building maude and a category-defining brand

Most brands don’t fail because they’re ugly. They fail because they’re unclear about the most fundamental question: what is our purpose?Éva Goicochea has built a category-defining company, maude, in one of the most taboo industries in business: sexual wellness. She did that by stripping the “brand” down to one thing: clarity. Simply put, if you can’t say what you are in one sentence, you don’t have a brand. You have noise.Topic Highlights– Why aiming for “cool” is a trap, and what offers the real competitive edge in branding instead– The difference between a brand, a product, and a commodity– What maude did right to make sexual wellness feel…ordinary– The right (and wrong) way to partner with a celebrity– Why saying “no” might be your most valuable growth leverGuest BioÉva Goicochea is the founder and CEO of Maude, the modern intimacy brand that brought sexual wellness into mainstream retail, including Sephora.Episode LinksmaudeOur Bodies, OurselvesForever and Everlane, Amen A Century of Flight (Delta documentary)Full ArticleConnect with Ustheliftpod.comLet’s stay in touchSubscribe to The LiftFind Ben online: LinkedIn | InstagramSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.