PODCAST

The Deep Dive

Yerba Madre

A Madre marketing deep dive into all things brand.

business marketing

All Episodes

12:45

The Art Of The Product Drop

The Deep Dive ·

2025/11/27

Tell Us How You Feel With A Text Review This episode presents a comprehensive framework for executing product drops, arguing that successful limited releases must operate as cultural events that foster community, not just opportunities for immediate transactions. True success is measured beyond quick sell-outs, prioritizing earned media, long-term brand equity, and the acquisition of new, engaged consumers. Central to the strategy is establishing a sharp cultural point of view - a story or co...

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10:13

Brand Building In A Social World

The Deep Dive ·

2025/11/14

Tell Us How You Feel With A Text Review This episode argues that brand building is fundamentally crucial in a highly competitive market characterized by easily interchangeable products and fractured consumer attention. It establishes that social media is the dominant global stage where brand meaning and culture are formed, making a brand's social presence existential to its success. It then outlines ten common ways brands fail on social media, such as acting like broadcasters instead of parti...

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11:03

The Messy Rhythm Of Real Life

The Deep Dive ·

2025/11/08

Tell Us How You Feel With A Text Review This episode argues that the most effective and enduring strategy for powerful branding is to draw inspiration from the messy, unpredictable rhythm of real life rather than from fantasy or abstraction. Grounding marketing in everyday reality provides credibility and emotional shorthand, allowing audiences to easily see themselves in the brand's narrative. It suggests that genuine insight comes from paying close attention to existing human experiences an...

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11:44

Consumer Instinct Vs Consumer Insight

The Deep Dive ·

2025/11/08

Tell Us How You Feel With A Text Review This episode compares two approaches to brand building: Consumer Instinct versus Consumer Insight, arguing that both are valuable but that instinct holds greater power for long-term success. Consumer Insight is explained as the data-driven understanding of consumer behavior derived from research like surveys and analytics, which helps marketers make informed decisions and tailor campaigns. Conversely, Consumer Instinct refers to the subconscious, emotio...

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11:11

The 7 Deadly Sins Of Creative Briefs

The Deep Dive ·

2025/11/04

Tell Us How You Feel With A Text Review This episode spotlights the seven deadly sins of writing a creative brief, arguing that a flawed brief can derail even the most talented creative teams by sending them in the wrong direction. It provides an overview of common mistakes, such as obscurity (being vague) and gluttony (providing too much irrelevant information), which confuse the project's goal. Other sins discussed include aimlessness (lacking clear, measurable objectives), pride (focusing ...

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9:41

Breaking Rules: Lessons From Liquid Death

The Deep Dive ·

2025/11/02

Tell Us How You Feel With A Text Review This episode presents a series of cult branding lessons for Yerba Madre, using the success of the canned water company Liquid Death as its primary case study and blueprint. The core argument is that Yerba Madre should follow Liquid Death's approach of transforming an ordinary product into a cultural phenomenon by selling identity, rebellion, and emotion rather than just the beverage itself. Specifically, it advocates for irreverent and expressive market...

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11:52

Being Awake Vs Feeling Alive

The Deep Dive ·

2025/11/02

Tell Us How You Feel With A Text Review This episode discusses how Yerba Madre positions itself against the culture of burnout and synthetic stimulation, drawing a key distinction between merely being awake and feeling alive. The brand promotes yerba mate as a "sacred mother herb" that offers green energy which gently awakens the user without the crash associated with coffee, inviting them into a better state of balance. What's more, it emphasizes that drinking mate is a mindful ritual that f...

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12:29

Picking A Fight

The Deep Dive ·

2025/11/01

Tell Us How You Feel With A Text Review This episode outlines a potential strategy for Yerba Madre, emphasizing the virtues of picking a fight, or a dragon to slay, as a means of establishing a strong cult brand identity. This strategic rule suggests that defining a central antagonist or "villain" is crucial for a brand to gain relevance and stand against something the world needs less of. The source proposes five potential adversaries for Yerba Madre, including The Great Numbness (burnout an...

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14:41

The Value Of A Brand

The Deep Dive ·

2025/10/05

Tell Us How You Feel With A Text Review This episode provides an overview of the value and function of a brand, defining it as the cumulative perception of everything a company communicates and delivers, rather than just a logo or campaign. It emphasizes that a brand is the most crucial investment a business can make. A strong brand is presented as a tool to unlock business growth by attracting more customers, allowing market expansion, encouraging repeat purchases for higher prices, and lowe...

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11:55

The Myth Of Persuasion

The Deep Dive ·

2025/10/05

Tell Us How You Feel With A Text Review This episode argues against the popular notion that advertising possesses magical or manipulative power capable of overriding human will or implanting new desires. Instead of being a dark art of persuasion, it asserts that advertising's true influence is far more modest and limited, primarily functioning to build mental availability so a brand comes to mind when a need arises. The hosts explain that the "myth of persuasion" is maintained by three groups...

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18:28

Beyond Fandom: Lessons From Taylor Swift

The Deep Dive ·

2025/09/03

Tell Us How You Feel With A Text Review This episode outlines how Taylor Swift's career trajectory offers a blueprint for building a powerful cultural movement, rather than just a brand. It highlights key strategies such as storytelling through "eras," fostering fan participation via "Easter eggs," and cultivating direct, authentic connections with her audience. The episode also emphasizes the importance of creating symbols of belonging, embracing reinvention, and building shared rituals to f...

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11:36

Lessons From Duolingo

The Deep Dive ·

2025/08/28

Tell Us How You Feel With A Text Review This episode details how Zaria Parvez, a 23-year-old graduate, revolutionized Duolingo's social media marketing, particularly on TikTok. Starting as a junior social media coordinator, Parvez transformed the brand's dormant TikTok account into a viral success by featuring their mascot, Duo, in "unhinged" and culturally relevant content, accumulating millions of followers. It highlights Duolingo's "test and learn" mentality and willingness to give junior ...

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14:12

Lessons From Labubu

The Deep Dive ·

2025/08/23

Tell Us How You Feel With A Text Review This episode explores how the Labubu phenomenon, a successful brand without traditional marketing, offers a blueprint for Yerba Madre, to achieve similar success. It argues that both brands can thrive by embracing myth, fostering emotional connections, and building community around rituals of discovery and sharing. It also emphasizes the importance of maintaining mystery, cultivating a unique "edge" beyond mere cuteness, and existing across multiple cul...

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16:14

Byron Sharp On How Brands Grow

The Deep Dive ·

2025/08/08

Tell Us How You Feel With A Text Review This episode breaks down Byron Sharp's How Brands Grow; a book that fundamentally challenges lot of traditional, widely practiced, marketing folklore, asserting that brand growth is driven by evidence-based principles rather than untested assumptions. Sharp argues that increasing market penetration, by attracting more light buyers, is crucial for growth, as most consumers are polygamous and buy from a repertoire of brands. The Double Jeopardy Law suppor...

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9:03

The Characteristics Of Cult Brands

The Deep Dive ·

2025/07/30

Tell Us How You Feel With A Text Review This episode explores the concept of "cult brands", arguing that contemporary brands transcend mere products to become communities and belief systems. Drawing on Douglas Atkin's work, it explains how certain brands foster deep devotion by fulfilling human needs for belonging and meaning. It illustrates this phenomenon through examples such as Burning Man, Glossier, and Supreme, highlighting how these entities create exclusive experiences, shared identit...

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8:49

The Universal & The Unexpected

The Deep Dive ·

2025/07/30

Tell Us How You Feel With A Text Review This episode explains that effective advertising blends universal messages with unexpected storytelling. It emphasizes that while the core message should resonate broadly, its delivery must be fresh and surprising to capture attention. It highlights that campaigns become memorable by presenting familiar truths in novel ways, preventing them from becoming background noise. It also warns against common pitfalls, such as telling predictable stories or prio...

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9:33

Yerba Madre: The Sacred Mother Herb

The Deep Dive ·

2025/07/28

Tell Us How You Feel With A Text Review This episode describes Yerba Madre, a company that offers a variety of yerba mate products, including canned ready-to-drink options, bottled brewed beverages, and loose leaf or tea bags for steeping. The company emphasizes its commitment to sustainability and regenerative practices, highlighting its status as a certified B Corp and Social Purpose Corporation. Yerba Madre aims to provide a smooth energy boost and improved focus through the natural caffei...

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6:35

The Hallmark Of Truly Famous Work

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode highlights the paramount importance of word-of-mouth marketing in elevating a brand's presence and fostering consumer trust. It emphasizes that people inherently trust personal recommendations over traditional advertising, citing research that supports this notion. It provides illustrative examples such as Coca-Cola's "Share a Coke" campaign and Red Bull Stratos, demonstrating how brands can successfully integrate into real-world conversati...

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8:10

Making Every Interaction Count

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode makes the case that every interaction, from customer service to social media, either builds or diminishes a brand’s equity. It highlights that successful brands meticulously manage these touchpoints, viewing each as an opportunity to cultivate trust and loyalty by consistently delivering on their promises. Conversely, overlooked vulnerabilities in interactions can accumulate, leading to significant brand damage, especially given increased d...

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8:36

Competing With Real Life For Attention

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores how brands must compete for consumer attention against the backdrop of real life, rather than solely against other companies. It emphasizes that understanding the consumer's everyday experiences, emotions, and needs is paramount for effective advertising. It suggests that brands should craft narratives that resonate with consumer reality, create memorable and seamless experiences, and provide genuine value through their offerings. ...

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