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  • Preview: How to Turn Your Reason for Being Into a Brand That Wins on Shelf
How to Turn Your Reason for Being Into a Brand That Wins on Shelf

How to Turn Your Reason for Being Into a Brand That Wins on Shelf

Nicole Dawes, founder of Late July and Nixie Beverage Company, shares how to build a mission-driven brand where the mission isn’t marketing — it’s the operating system.

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In this Nombase Education Series, Nicole Dawes, founder of Late July and Nixie, explains how to build a mission-driven brand where the mission isn’t marketing — it’s the operating system. Drawing from two decades of building nationally recognized companies rooted in purpose, Nicole shares how a clear mission can shape every choice a founder makes, from sourcing and formulation to hiring, pricing, and retail partnerships. She explores how staying true to your values doesn’t limit growth; it sharpens it, leading to smarter decisions, operational efficiency, and long-term profitability. 

Course Length: 14 videos (27 minutes)

Topics Covered:

Brand Building

Experts:

Nicole Dawes
Nicole Dawes
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Founder & CEO • Nixie Beverage Company

There is no bio available for this expert.

Content Preview

  • How to Turn Your Reason for Being Into a Brand That Wins on Shelf 0:50
  • Should Your Mission Ever Change? 3:00
  • Why Mission Is Your Best Weapon on a Crowded Shelf 0:59
  • The Real Cost of Being Certified Organic 2:25
  • Don't Expect Your Mission to Drive Mass Sales (But It Will Drive Loyalty) 1:34
  • How to Explain Your Reason for Being to Consumers in a Small Space 1:18
  • How a Terrible Year Forced Late July to Figure Out Who They Really Were 5:38
  • The Three Pillars That Define a Mission-Driven Product 1:56
  • Why the Wrong Investor Can Kill Your Mission 1:28
  • The Best Way to Vet Investors? Talk to Other Founders 0:46
  • Which Retailers Should Mission-Driven Brands Target First? 2:16
  • Spend Your Marketing Dollars Inside the Store, Not Outside It 0:55
  • Why Your Team Has to Believe in the Mission Too 2:21
  • When You Can’t Get the Ingredient Format That Fits Your Mission 1:32