Ep 34 - Scaling through Storytelling Ilan Nass, Eva Goicochea, and Verena Von Pfetten

Ruckus and Taktical have brought together a panel of brand experts to discuss the art and impact of storytelling in growth. We’ll learn why messaging and storytelling are crucial components to building your brand’s momentum and pinpoint some of the key ways to leverage a resonant brand presence for scalable growth.

Here’s What We Discussed: 

• [02:40] How do you track the effectiveness of brand building? Understanding your brand’s impact through breadth and depth 
• [08:58] Verena talks about how effective branding for Gossamer means bridging the consumer gap and making cannabis a conversation people are comfortable having  
• [13:30] Verena and Eva share how a brand’s voice evolves as it grows 
• [19:04] The most important elements of storytelling when debuting a brand new product
• [24:33] Ivan shares success stories and failures of companies priming audiences for product reception 
• [31:02] How brands go wrong with using statistics and data to drive their decision making 
• [38:50] The biggest misconceptions people have about storytelling and scaling
• [41:17] Which channels see the most growth while being low cost: How to leverage press and storytelling    
• [47:02] How to consistently provide value even when you aren’t launching new products

About Our Speakers

Ilan Nass, Chief Strategist, Taktical, Iland is an experienced performance marketer with 9 years of experience helping B2B and B2C companies grow. He was Director of Marketing at Fueled, in the first 12 months he drove sales from $2mm annually to $8mm, 80% of which was organic.

He was also the Lead Marketing consultant at Artsy, and helped them triple traffic in 3 months, grow from 50,000 visitors/mo to over 1,000,000, and built out the marketing department. The company’s valuation grew to nine figures as a result.

He has spent the last 8 years running Taktical Digital, whose clients include WeWork, Ellen Degeneres, BarkBox, Bustle, Casper, MoviePass, Rachel Zoe, Univision, Chase Manhattan, and others.

Eva Goicochea, Founder & CEO, maude, Eva spent her early career as a legislative aide in healthcare and then went on to spend 10+ years in eCommerce and brand strategy working with companies including ADIDAS Y-3, Squarespace, Steven Alan, and Josie Maran Cosmetics, and was part of the early team at Everlane building social media, culture, and talent. In 2015, she co-founded her first company, Tinker Watches, and in 2018 launched maude, a modern sexual wellness company built to challenge a legacy industry and serve the customer through quality, simplicity, and inclusivity.

Verena Von Pfetten, CoFounder, Gossamer, Verena is the co-founder of Gossamer, a cannabis lifestyle brand and biannual print publication covering travel, design, and culture through a green lens.

A digital native with over a decade’s worth of experience in brand consulting, editorial direction, and content strategy, Verena has worked with clients such as Instagram, Glossier, Spring, ASOS, Ann Taylor LOFT Lou & Grey, 7 For All Mankind, Man Repeller, and The Coveteur. She contributes regularly to fashion, food, and travel publications, such as The New York Times, Vogue, Condé Nast Traveler, InStyle, New York Magazine, and Modern Farmer.

About Our Host Anish Shah is the CEO & Founder of executive search agency Bring Ru