According to Mark Olivieri, president of plant-based protein brand OWYN, the best brands all have one thing in common: great storytelling. Brands shouldn’t be in the business of simply solving problems — there will always be someone who can do it better and faster — but instead must zero in on a “social mission with an opposition.”
In this video recorded at BevNET Live Winter 2019 in Santa Monica, California, Olivieri and Jason Cohen, founder and co-CEO of Halen Brands, which acquired OWYN in 2017, discuss how a brand can create not just a transaction, but a movement. The two also discuss bringing new consumers into the protein beverage category, scaling OWYN with a data-based approach and why brands shouldn’t be afraid to have enemies.