How to Build a Brand Without Taking Yourself Too Seriously | Sean McCullum

Sean McCullum, Chief Marketing Officer at Takomo Golf, joins Levi and Colby to unpack the marketing behind a fast-growing golf brand challenging one of the industry’s most traditional models.The conversation explores how Takomo used a direct-to-consumer approach and creator partnerships to reach golfers differently, along with psychographics versus demographics, disruptive positioning, balancing brand-building with short-term activation, and why talking directly to customers still matters.A special thank you to our sponsor - AtlanticCanadaBusiness.news Connect with Atlantic Canada Business News: https://www.linkedin.com/company/atlanticcanadabusiness-newsConnect with Sean:  https://www.linkedin.com/in/sean-mccullum-8a945688Connect with Levi:    https://www.linkedin.com/in/levilawrenceConnect with Colby: https://www.linkedin.com/in/colby-jardineTime Stamps:00:00 – IntroductionLevi and Colby welcome Sean and set up the conversation.02:39 – From Journalism to Marketing and StartupsSean explains his journalism background, move into startup marketing, and eventual launch of Rat Dog Media.07:42 – How Takomo Challenged the Traditional Golf IndustrySean breaks down Takomo's direct-to-consumer model and the conditions that created an opportunity for disruption.10:32 – The Shift From Pro Golf to Online CreatorsHow golf audiences began spending more time with YouTube creators and why Takomo invested heavily in those relationships.17:30 – Giving Creators Freedom Instead of ControlWhy Takomo deliberately avoids over-managing its creator partnerships and protects the authenticity that makes creators valuable.21:43 – Growing Through New Products, People and MarketsSean explains the business fundamentals Takomo is returning to as the company moves beyond its early growth stage.26:37 – Building a Brand That Reflects the People Behind ItWhy Takomo's relaxed, self-aware brand voice was intentionally built around the personalities and beliefs inside the company.30:58 – The “Contrarian and Correct” Branding FrameworkSean explains how brands can find positioning that competitors aren't saying but customers already believe.32:35 – Psychographics vs. DemographicsWhat psychographics are, why Sean prefers them, and how they can prevent businesses from narrowing their market too quickly.36:00 – Jobs to Be Done and Understanding Why Customers BuySean explains customer interviews, the McDonald's milkshake example, and how businesses can uncover the real job their product is being hired to do.43:49 – Why Demographics Can Be a DistractionSean and Levi discuss the limitations of demographic data and the value of actually speaking with customers.45:45 – Brand Building vs. Short-Term MarketingWhy marketing leaders need to distinguish between building future demand and activating existing demand.48:27 – Learning the Fundamentals of Marketing StrategySean shares the books, research, and frameworks that shaped his approach to positioning and brand growth.56:00 – Moving to Finland and Joining a Hyper-Growth CompanySean reflects on leaving his consultancy, moving overseas, and adapting to a much faster-growing organization.01:00:37 – Creating a Culture Where Mistakes Are AllowedHow Takomo uses humour, experimentation, and its “I Got Bonked” tradition to make failure something teams can learn from.01:03:45 – Bad Ideas, Creativity and Psychological SafetyWhy deliberately pitching terrible ideas can make it easier for teams to eventually find a great one.01:07:45 – Lessons Levi and Colby Have Taken From Past GuestsSean turns the questions around and asks which podcast conversations have actually changed the way they run their business.01:17:47 – The CEOs Nobody Talks AboutSean recommends The CEO Next Door and discusses why highly visible celebrity CEOs aren't necessarily useful models for leadership.01:22:08 – Why Golf Gets People HookedSean makes his case for golf and the group wraps up the conversation.