Jeff Cantalupo and Brentos Fernandez (Listen Ventures) - How to build compelling brands through the power of storytelling

Thank you Erin Grant for pitching this as an episode idea and making it happen. This episode is all about storytelling. What does a good story need, what are the mechanics, and how to build a compelling brand through the power of storytelling. To tackle this topic, I’m joined by Brentos Fernandez, Head of Creative at Listen Ventures and Jeff Cantalupo who is the founder and General Partner at Listen Ventures. Listen Ventures. Backs and builds the brands of tomorrow Including Calm, Kiwi Co, Factor, Catch Co, I/D, & Slumberkins. Without further ado, here they are. How do you craft a good story? What are the elements? Is there a part to storytelling that brands or people typically miss? Point of view When you think of aspiring, young brands, what do they tend to do right vs. the incumbents?How are they able to stand out from the rest of their peers with storytelling? How do you analyze brands that have a face to the brand vs. brands that don’t? How do you shape the persona of the brand? When you invest and consult with brands, what is usually missing that you can help with the story? Story being built out of human need Story Emotional connection - Post-brand Organic growth stories How do you define community? How have brands leveraged their authentic story for growth? What’s an example of an inauthentic story? After a brand gets acquired, what must incumbents do in order for keep that brand authenticity alive? In this era where you don’t have the growth arbitrage channels do you need to have a celebrity part of the brand in order to help tell that story and be seen? When founders pitch to you, what do they usually do wrong when they are telling a story? Brand - sum of all the experiences What does brand mean to you? What’s one thing you would change about the perception of storytelling and/or branding? What’s one book that inspired each of you personally and professionally? What’s one piece of advice you have for founders?