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 (26m)

Topics Covered:

Brand Building

Experts:

Nicole Dawes
Nicole Dawes
  • LinkedIn

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 Shelf0:50
  • Should Your Mission Ever Change?3:00
  • Why Mission Is Your Best Weapon on a Crowded Shelf0:59
  • The Real Cost of Being Certified Organic2:25
  • 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 Space1:18
  • How a Terrible Year Forced Late July to Figure Out Who They Really Were5:38
  • The Three Pillars That Define a Mission-Driven Product1:56
  • Why the Wrong Investor Can Kill Your Mission1:28
  • The Best Way to Vet Investors? Talk to Other Founders0:46
  • Which Retailers Should Mission-Driven Brands Target First?2:16
  • Spend Your Marketing Dollars Inside the Store, Not Outside It0:55
  • Why Your Team Has to Believe in the Mission Too2:21
  • When You Can’t Get the Ingredient Format That Fits Your Mission1:32