Behind the Brand: Recent Episodes
Neo Financial
Interviews with the leaders behind today's most influential brands. Hosted by Jeff Adamson, co-founder of Neo Financial and SkipTheDishes.
“The opportunity for me is like to look at the challenges as part of the fun of it, right? … How do you overcome those challenges in a way that pushes the business forward?”
— Karen DanudjajaFrustrated by the limited non-caffeinated options in cafes and a desire to move beyond commercial real estate, Karen Danudjaja harnessed her entrepreneurial prowess to launch Blume – a brand that would transform our approach to daily beverages.
Nearly 6 years later, Blume has emerged as North America’s premier superfood brand, offering a range of locally-crafted products comprising 100 percent natural and organic ingredients.
Here are some highlights from the episode:
- Instead of fixating solely on the destination, find joy in the day-to-day process, learn from experiences, and take ownership of your happiness.
- Every setback presents a chance to adapt, refine strategies, and enhance processes for future success.
- Successful entrepreneurship involves navigating challenges, uncertainties, and setbacks while maintaining the determination to keep moving forward.
Looking for more?
Discover more about Blume here.
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“I loved being in the storm fighting fires and, and seeing the unbelievable potential that things have and, you know, trying to bring that to reality.”
— Joe ParenteauWhen it came time to upgrade his dinnerware, Joe Parenteau looked to the usual suspects—EQ3, Pottery Barn, and West Elm. However, he was disappointed to find that the shopping experience for premium home goods lacked inspiration and the simple joy he experienced at IKEA.
Fast-forward to 2019 when Joe co-founded Fable, a home goods company that designs premium dinnerware products while focusing on transparency, sustainability, and ethical production.
In this episode, Joe shares invaluable insights and advice for aspiring entrepreneurs. He divulges his secrets to building a strong founding team, emphasizing the importance of having problem solvers onboard – individuals who can not only identify challenges but also present solutions with ease.
Looking for more?
Discover more about Fable here.
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You can learn more about Neo Financial here.
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“This is a fluid landscape, whether it's how we manage our people or how we identify different markets, we've just understood the world is always changing.”— Michael RyanMichael Ryan's love for pushing boundaries ignited his extraordinary journey into the world of foot care, starting as a certified pedorthist in Canada. For over 14 years, he honed his expertise within outpatient settings, from private practices to prestigious university health centers. Driven by an unwavering desire to make a difference and improve the field, Michael explored new horizons that could revolutionize foot care approaches. Now, at Kintec: Footwear + Orthotics, Michael leads the charge in embracing innovative technologies to provide personalized solutions and exceptional customer service.
Here are some highlights from the episode:
- The significance of maintaining physical health to achieve personal and professional success.
- The power of technology in elevating customer experiences and fostering brand loyalty.
- Exploring how incremental actions can pave the way for transformative outcomes.
Looking for more?
Discover more about Kintec: Footwear + Orthotics here.
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You can learn more about Neo Financial here.
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“Of course make your debt reduction a priority, but over here you also need to start learning to love yourself enough to put money aside for your future. And that is an act of self-love.”— Lesley-Anne ScorgieLesley-Anne Scorgie’s passion for personal finance ignited at a young age. At just ten years old, she took a hundred-dollar birthday gift from her grandparents and made her first investment by purchasing a Canada Savings Bond.
As Lesley-Anne’s financial literacy grew, so did her ambition. By the age of fourteen, she had already begun investing in mutual funds, setting her on a path to becoming a millionaire by the age of twenty-five.
In this episode, Lesley-Anne offers valuable advice on shifting your mindset about money, emphasizing the importance of establishing consistent money habits to ensure long-term financial security and success.
Looking for more?
Discover more about MeVest here.
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You can learn more about Neo Financial here.
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“Brand trust is gonna be critical and it's always been critical, but in the age of AI, brand trust is gonna be critical.”— Darby SiebenIn the late 1990s, Darby Sieben embarked on his journey as an internet early adopter, eventually founding his own digital marketing company. Over the years, he has earned a reputation as a respected industry leader, driving impactful change and spearheading product strategies.
Darby's remarkable ability to navigate the ever-evolving landscape of product development is evident through his consistent innovation and customer-centric approach. He thrives on tackling complex challenges and seizing emerging opportunities.
Here are some highlights from the episode:
- How to leverage dedicated landing pages to enhance ad campaigns and achieve a higher ROI
- Insightful predictions on the profound impact AI will have on organizations
- Valuable tips on successful remote leadership in today's work environment
Enjoy!
Looking for more?
Discover more about Unbounce here.
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You can learn more about Neo Financial here.
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“Sport is a tool for social change that you can make [a] meaningful impact in communities, you can influence consumers.”— Russell ReimerHaving produced for NBC during the 2000 and 2002 Olympics, Russell Reimer recognized the power of storytelling in captivating audiences and generating interest in the games. This insight inspired him to establish Manifesto Sport Management, where he continues to tell the stories of iconic athletes, including Toronto Maple Leafs star Mitch Marner, hockey legend Mark Messier, and Olympians Mark McMorris and Hayley Wickenheiser.
A prominent figure in Canada’s sports scene, Russell has worked with world leaders developing successful programs like Sport for Life, and spearheading the community movement, All Sport One Day, which provides free sport discovery opportunities for children.
Here are some of the highlights from the episode:
- Storytelling is incredibly powerful and the ability to craft compelling narratives and communicate effectively is essential in various areas of life.
- In a competitive environment, accepting rejection as a step toward success is crucial.
- Delivering candid feedback is key in guiding individuals toward improvement.
Enjoy!
Looking for more?
Discover more about Russell Reimer here and follow him on LinkedIn.
Discover more about Manifesto Sport Management here.
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Discover more about All Sport One Day here.
You can learn more about Neo Financial here.
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“If you want to accomplish things or make changes, you just have to do it in little steps and make it a regular habit.”
– Eva WongEva Wong never imagined herself as a co-founder or working in tech but sometimes life surprises you. After several years working for private and not-for-profit companies worldwide, Eva took a chance and teamed up with, now co-founder, Andrew Graham to create Borrowell and make financial prosperity possible for everyone.
This week on Behind the Brand, Eva and Jeff talk about what it’s like to be a tech company founder without a technical background and the need for inclusive financial services in the Canadian market.
Looking for more?
Discover more about Borrowell here.
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You can learn more about Neo Financial here.
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“I think very much about an individual circle of control. And most of personal finance, not everything, most of personal finance is in your circle of control so make use of that.”
– Bruce SelleryHaving dedicated the last 15 years to educating Canadians on personal finance, you could say Bruce Sellery is a bit of an expert. Combining his knowledge and his experience as a coach and trainer, Bruce engages people in a way that is smart, fun, and high energy—truly inspiring them to get a better handle on their money.
This week on Behind the Brand, Bruce talks with Jeff about all things personal finance including the psychology behind spending and the smart choices you can make now to achieve financial freedom in your future.
Looking for more?
Discover more about Bruce Sellery here.
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Discover more about Credit Canada here.
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You can learn more about Neo Financial here.
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“I think people’s superpower is the thing or things that is so innate to who you are, like it’s such a part of your fabric and you do it so naturally, that you don’t even know why other people don’t do it.”
— Mary Graham
With a track record of building some of the world’s most iconic brands and customer experiences, Mary Graham is a pragmatic strategist and synthesizer. After years of successfully delivering growth for several blue chip companies, including Procter & Gamble, Yum! Brands, and Starbucks, Mary made the shift to the startup world as CEO of Mama Earth. Now, Mary is utilizing her expertise in brand strategy and marketing to grow the local food movement in Ontario, as President of Fresh City.
Fresh City was founded in 2011 after CEO, Ran Goel, left his job as a Wall Street lawyer. In just over a decade, Fresh City has grown into an award-winning urban farm and omni-channel retailer. With 8 retail locations and home delivery across the GTA, Fresh City is changing the way people think about and shop for food.
Here are some highlights from the episode:
- Being a lifelong learner of yourself
- Knowing what your superpower and kryptonite are
- How to create an effective strategy
- Empowering people to make little changes that collectively add up to good
- The difference between degenerative, sustainable, and regenerative farming
Enjoy!
Looking for more?
Discover more about Fresh City here.
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“I think that leadership, to me, is really more about you taking initiative to start something. To take control over something that is important to you.”
— Trinh Tham
Leading the growth of some of Canada’s most recognizable brands is no easy task. For Trinh Tham, it’s just a regular day. As a seasoned, high-performing retail marketing leader, Trinh has developed and executed successful brand and merchandising strategies for several companies, including Bell Media, Loblaw Companies Ltd., Sobeys, and Tim Hortons – her resume is impressive to say the least. Now at Harry Rosen, Trinh is responsible for driving business growth through its brand strategies, loyalty program, digital innovation, and e-Commerce experience.
Harry Rosen opened its first location in 1954 with a vision of becoming a genuinely international men’s boutique. A boutique that specializes in and exemplifies excellent service, advice, craftsmanship and individualization. Nearly 70 years later Harry Rosen continues to achieve their mission, helping men feel good and do good in their personal and professional lives.
Here are some highlights from the episode:
- Leading authentically and by example
- Constantly evolving and meeting your customers where they are
- How to successfully articulate brand values in everything that you do
Enjoy!
Looking for more?
Discover more about Harry Rosen here.
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You can learn more about Neo Financial here.
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“I think that the beauty of understanding at a young age that you can make something from nothing is probably a really important thing. You’re not given every opportunity or tool or experience just laid in front of you, you [have to] go and make your own.”
– Lyndon Cormack
Growing up in the city and visiting family in Herschel, SK, Lyndon Cormack spent much of his childhood exploring the outdoors. His love for adventure led him to travel the world and ultimately his first job in sales. As self-proclaimed chronic brainstormers, Lyndon and his brother Jamie were (and still are!) constantly bouncing cool ideas off each other. Eventually, they recognized a gap in the market for stylish yet affordable backpacks, and founded Herschel Supply Co. in 2009.
Headquartered in Vancouver, BC, Canada, Herschel Supply Co. is a design-driven global travel lifestyle brand producing timeless products with utility design. Originally renowned for their contemporary renditions of classic backpack silhouettes, Herschel Supply’s range has expanded significantly. Today, Herschel products are sold in 113 countries with more than 10,000 stockists worldwide.
Here are some highlights from the episode:
- Achieving scale by being agile and able to make quick decisions
- Sometimes, the most important person to convince is yourself
- Don’t be afraid to dream big
Enjoy!
Looking for more?
Discover more about Herschel Supply Co. here.
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“I love [the] exercise of capturing one’s imagination and then finding creative ways to make that a reality. That’s exciting to me.”
– Andre Charoo
As one of the first 25 employees at both Uber and Hired, Andre Charoo knows what it takes to build and scale a startup. At Uber, he was responsible for leading new market entry into Canada, contributing to 10X growth of the company. Shortly after, he joined Hired and he led expansion into 16 markets across 6 countries.
While those may be two of the most recognizable startups on his resume, Andre’s love of innovation and entrepreneurship runs deep – contributing as an early employee or founder of several other startups throughout his career. Now, as founding General Partner of Maple VC and Venture Partner at Inovia Capital, Andre is focused on investing in exceptional Canadian founders around the world and partnering with them on talent and growth. Alongside top Silicon Valley funds, Maple VC has invested in several companies, growing their portfolio to include over 30 different startups, such as Ritual, RenoRun, Patch, and more.
Here are some highlights from the episode:
- Knowing when you should quit your job and pursue your startup idea
- Every company needs a team with a plethora of zeros, ones, and twos
- Think of 5 ways that an idea will work – it’s harder than you think
- In tech – the need to cannibalize yourself or you die
Enjoy!
Looking for more?
Discover more about Maple VC here.
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Discover more about Inovia Capital here.
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“We are spending time thinking about it right now: In what way would the virtual world create incremental value to people?"
– Laura Manes
Passionate about continually pushing the boundaries of what is possible, Laura Manes is reimagining the shopping experience and finding new ways to bring the best of physical and digital together to solve business challenges. In close collaboration with industry leaders and colleagues across Cadillac Fairview, Laura is the mastermind behind the development and implementation of new, innovative digital tools and services, including Cadillac Fairview’s e-gift card, the LiVE by Cf app, and Ravel by CF.
Established over 60 years ago in Toronto, Cadillac Fairview has grown to become a globally focused owner, operator, investor, and developer of best-in-class real estate. Managing more than $35 billion in assets across the Americas and UK, Cadillac Fairview is bringing people together by creating and cultivating innovative spaces and experiences.
Here are some highlights from the episode:
- The future of retail in the Metaverse – What does this look like? How will it impact the shopping experience?
- The importance of thinking ahead and being at the forefront of innovation
- What it takes for teams to pivot and successfully navigate tough times
- The path to becoming a well-rounded business leader
- And maybe most importantly – Will Snoop Dogg have a house in the Metaverse?
Enjoy!
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Discover more about Cadillac Fairview here.
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“I think having change agents and catalysts within the organization who drive that behavior and shift in mindset [is] critical."
– Manoj Jasra
Manoj Jasra is a master of digital marketing and transformation. With over 20 years of experience across several sectors, he has implemented successful digital and ecommerce strategies for iconic Canadian brands including WestJet and Shaw Communications. Now at Northland Properties, Manoj is spearheading marketing and digital transformation strategy across their portfolio of brands.
100% Canadian owned and operated, Northland Properties is recognized as one of the most trusted names in hospitality and continuously creates unforgettable experiences. They are the force behind such brands as Sandman Hotel Group, The Sutton Place Hotels, Moxies, Chop Steakhouse & Bar, Denny’s Restaurants, Revelstoke Mountain Resort, and more.
Here are some highlights from the episode:
- Seize opportunities, don’t wait for them to come to you
- Sometimes a quick win can create momentum on a large project
- What it takes to be a change agent and drive digital transformation in the hospitality industry
- Why reimagining loyalty programs is key to amplifying customer engagement
Enjoy!
Looking for more?
Discover more about Northland Properties and their portfolio of brands here.
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You can learn more about Neo Financial here.
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The fashion industry is responsible for producing 10% of the world’s carbon emissions and 20% of global wastewater, using more energy annually than the aviation and shipping industries combined. In addition to this, production of wood pulp-based fabrics, like rayon and viscose, result in approximately 70 million tons of trees being cut down each year.
With figures like these and projections for them to double in the next 10 years, it’s no surprise that sustainability and environmental impact is at the forefront of the minds of retailers, leaders, and consumers. Many retailers have started taking small steps to reduce their carbon footprint, such as improving their packaging, reducing overproduction, decarbonizing retail operations, and using materials that are recycled, sustainable, and organic.
Then there’s tentree, the tree planting company that just so happens to sell apparel. Founded in 2012, tentree is on an earth-first mission to create sustainable clothing and make choices that are focused on putting people and the planet first.
Derrick Emsley, Co-Founder and CEO of tentree & veritree, joins us to talk about having a purpose beyond retail － creating community and connecting with impact.
Discover more about tentree here.
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Iconic entrepreneur, venture capitalist, and bestselling author － these are just a few of Arlene Dickinson’s achievements and it wasn’t an easy path to get there. At 31, Arlene found herself without a job, no savings, and no clue how she was going to care for her family. On pure instinct, she accepted a job as a partner at Venture Communications. Ten years later, she became the sole owner and grew the business into one of Canada’s largest, independently owned marketing firms.
As one of Canada’s most well-known business moguls, Arlene joined Dragon’s Den, making her a household name in Canada. With her strong business acumen and expertise in marketing, sales, and communications, Arlene has helped startup businesses succeed and grow to become multi-billion dollar corporations. A true self-made success story, Arlene is on a mission to help other entrepreneurs to scale their businesses to globally known and respected brands, specifically in the food and health space.
Arlene Dickinson, CEO of Venturepark, joins us today to talk about knowing your purpose and the evolution of entrepreneurship in Canada.
Discover more about Venturepark's business growth ecosystem here.
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Also make sure to check out Venture Play, Venturepark Labs, Venturepark Voice, District Ventures Plus, and District Ventures Capital.
https://www.linkedin.com/company/districtvcap/
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In the late 19th century, the Canadian retail landscape changed drastically with the introduction of the department store. With locations in most major cities, department stores were unlike anything Canadians had ever experienced － large architectural feats that introduced new technology to the general public, such as electric lighting, escalators, and air conditioning. Inside, they were designed to be an extension of the home, outfitted with plush carpets, lounge chairs, and private dressing rooms.
Department stores quickly became the ultimate destination for families to spend the weekend. In addition to shopping, they offered something for everyone including nurseries, post offices, beauty parlors, libraries, fine dining, and carnival rides.
An iconic Canadian brand, the Hudson’s Bay Company recently celebrated its 350th anniversary. This is a true testament to the company’s ability to change with the times and willingness to embrace and champion innovation － starting with mail-orders and catalogue sales and moving into the world of ecommerce and online marketplaces.
Iain Nairn, President and CEO of The Bay, joins us to talk about the digital transformation of an iconic brand － the journey and the vision.
Discover more about The Bay here.
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Remember the days of pulling a paper menu out of the drawer on a Friday night? Deciding with your family what to order: Pepperoni or deluxe? Ginger beef or sweet and sour pork?
In the last decade, with the introduction of tech, the food delivery landscape has grown exponentially. The menu is now on your mobile device, and there are thousands of them. A plethora of restaurants that you can order from and have your favourite meal delivered right to your door. Since 2017, food delivery has more than tripled and is now worth more than $150 billion world-wide. Despite competitors popping up left and right, in Canada, you’ll often hear the phrase “Let’s just order Skip tonight.” Among so many, how does one delivery platform really stand out?
Kevin Edwards, CEO of SkipTheDishes, joins us today to talk about creating loyalty in a hyper competitive industry.
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With a fun atmosphere, on-trend menu items, and parrots hanging from the ceiling, Earls was immediately setting the standard for upscale casual dining. Opening in Edmonton in 1982, guests flocked to enjoy a burger and beer in an environment that was unlike anything they were used to － unfussy and unique.
Though Earls has transformed over the decades, the restaurant remains true to its original vision: providing a place for friends and family to gather for great food without breaking the bank. Built on the foundation of family, Earls is a place for everyone, from 20-somethings enjoying happy hour to families celebrating everything from birthdays and graduations to anniversaries.
Kristin Vekteris, Chief Brand Officer of Earls, joins us today to talk about creating brand love while catering to a wide-ranging demographic.
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On January 1, 1914 the first ever passenger airline took flight, travelling just 38.3 kilometers from St. Petersburg to Tampa Bay, Florida. In 2019, 38.9 million flights transported 4.5 billion passengers around the world, 162 million of which were Canadian.
Air travel has become a popular method of travel, a means of connecting people to friends and family around the world, transporting them to places they have never seen. In 1996, WestJet was born in Calgary, with the intention to provide Canadians with safe, friendly, and affordable air travel.
Injecting fun and care into every flight, this regional company had big aspirations to become a globally recognized airline. Richard Bartrem, VP of Marketing at WestJet, joins us today to talk about building a globally competitive brand.
Discover more about WestJet here.
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You can learn more about Neo Financial here.
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