We love a good LinkedIn post. Who doesn’t? That’s why when I see someone say smart things over and over, I naturally want to get to know them. Courtney O’Brien is one of those people.
She’s worked with big brands - like Coke Zero - which she launched in the US, Evian (fun story: there is a swimming pool of Evian water next to the source spring and Courtney swam in it), and Apothic Wines. She now consults via her company The Outlier Initiative.
But its not just about being smart, its about challenging assumptions. Courtney consistently challenges assumptions about demographics, brand building, and cultural relevance. Let’s hear more!
How does a brand define their target audience? It’s not what you think.
The small brand / large brand divide - what’s really happening? Who really has the power?
Courtney’s warpath: 50% of Gen-Z is non-white. Why are most brands still only targeting a white population!?!?!?!
This was an incredibly fun conversation. I came away with a renewed optimism for small breakout brands and so much more.
Be sure to follow Courtney on LinkedIn for more gems like this, or email her directly courtney@theoutlierinitiative.com.
The New Rules of Bev/Alc is a newsletter, an annual report, and an approach. Curious to learn more and/or partner? Have someone we should interview for this newsletter? Reach out: hi@nihilo.agency.
Fun thing: Follow along as we create ESTHER, our very own rum brand that’s going to shake things up quite a bit.