In this conversation, Michael Fisher, founder and CEO of Rotten, shares his journey of building a candy brand from scratch with zero experience in the industry. He talks about the initial trap that many startup CEOs fall into, himself included, of chasing the symbols of success instead of focusing on the business fundamentals. Fisher then shares his personal connection to candy and the creative process behind building a brand narrative that emotionally resonates with consumers. During the conversation, Fisher and host Gage Mitchell touch on the power of learning from advisors, the role of Kickstarter in validating his product concept, and his focus on healthier ingredients while maintaining great taste. Fisher also shares insights on creative collaboration, the challenges of competing in the candy industry, including navigating legal issues with larger brands, and his vision for a better world through diverse product options.
I really wanted to have a focus on building a strong brand that people could love.
Read the transcript and find links from the episode at Brands for a Better World.
The Brands for a Better World podcast (formerly Evolve CPG) is hosted by Gage Mitchell, founder (CEO) and Creative Director at Modern Species, a sustainable brand design agency helping better-for-the-world brands launch, evolve, and grow to scale their impact.
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