『The Empire Builders Podcast』のカバーアート

The Empire Builders Podcast

The Empire Builders Podcast

著者： Stephen Semple and David Young
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 Reverse engineering the success of established business empires.The Empire Builders Podcast マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • #214: Mr. Coffee – So Easy a Man Can Do It

    #214: Mr. Coffee – So Easy a Man Can Do It
    2025/07/16
    Vince Marrotta realized that the percolated coffee at home was not as good as the coffee at restaurants. Mr. Coffee is how he fixed that. Dave Young: Welcome to The Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Simple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [Waukee Feet Ad] Dave Young: Welcome back to The Empire Builders Podcast. Dave Young, here alongside Stephen Semple, and he whispered in my ear that today the topic and keeping with our current theme is Mr. Coffee. Stephen Semple: Mr. Coffee. Dave Young: That's Mr. Coffee to you, sir. Stephen Semple: That's it. That's it. Dave Young: So we're talking about the machine, right? Stephen Semple: Correct. Dave Young: Mr. Coffee is not a coffee brand, it's a machine. Stephen Semple: That's correct. It's the home brew coffee machine. Dave Young: Yeah. I'm trying to think of the associations that come to mind and thinking maybe one of their first spokesmen was Joe Garagiola. Stephen Semple: No close. Dave Young: No? Stephen Semple: Joe DiMaggio. Dave Young: Joe DiMaggio, that's right. Stephen Semple: So close. So close. Dave Young: Joe. I knew it was a Joe and it was related to baseball. Stephen Semple: Well, that's why I'm saying you were like, it was so close. Dave Young: I remember. Yeah. Stephen Semple: But yeah, it's an interesting part of the whole coffee story. And as we talked about in the last one, Folgers, and I'll tie it together at the end of this, if you actually take a look at Gaggia, Starbucks, Folgers and Mr. Coffee, you basically have got the story of coffee in America. And it was actually after I was doing the research on Mr. Coffee, I went, holy smokes. Here's how these four go together. This is really quite remarkable. So we'll touch base on that at the end. Dave Young: Can I make a guess as to the evolution of this? Stephen Semple: Sure. Dave Young: Because remember we talk about when you're looking at innovation, take a product, take a service, whatever it is, and remove friction, make it easier and better. Before Mr. Coffee was a thing, you had these percolators at home. I remember my mom would, it's a metal pot that plugged into the wall and had a little light on it, and then when it's plugged in it's on and when it's unplugged it's off. Had a metal basket, like a stem up from the bottom that would shoot boiling water up into the top of the percolator and the little glass cap on the lid so that you could tell that it was working. And then that would just spray down on the coffee grounds in the metal basket and then drip into the hot water. And when enough time had passed, I'm not sure what the timing was on it, but then you had a pot of coffee. You waited until either the light went out or stayed on, or the bubbles, the percolating quit happening. I don't know how that worked. Well see, now I'm- Stephen Semple: I forget how that worked. Dave Young: ... going to go about that. But here's the thing. The problem is, it seems to me like it took a long time for that to actually happen and at the end of the process, you've got this metal basket full of wet gross coffee grounds that you have to clean. You have to get rid of it. So you dump it in the trash, and now you've got wet coffee grounds in the trash, or you run it down the sink and now you've got a plumbing problem. But those are problems that I think Mr. Coffee aimed to solve. Stephen Semple: Well, and there's a problem you're also not even talking about is the coffee was not as good because of ...
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    19 分
  • #213: Folgers – The Best Part of Waking Up

    #213: Folgers – The Best Part of Waking Up
    2025/07/09
    From a horrible caffeine delivery system, Jim Folger takes a huge interest in making coffee better and we thank him for it. Dave Young: Welcome to the Empire Builders podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom-and-pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [Pin Point Payments Ad] Dave Young: Welcome back to the Empire Builders Podcast, where Stephen Semple, who's the guy that you're going to hear next, and myself, David Young. We talk about empires and how they're built and what makes them tick. And if you're listening to us in the morning, it's totally appropriate for the topic that Steven just whispered in my ear, which is Folgers, and immediately popped into my head was the old jingle. The best part of waking up is Folgers in your cup. Stephen Semple: And Folgers is what a dominant, dominant, dominant force in the coffee space. In the home ground space the data that I was able to find as they do close to 900 million in sales are basically 27% of the market. Dave Young: My guess is that they in the past have been more than that, but the crafty roasting kind of people have probably been nibbling away at that over the years, but I'll be back in the '70s or '80. Stephen Semple: I didn't go back. Dave Young: They were just a juggernaut. Stephen Semple: And I didn't go back and take a look at that. But look, when you're number one, you're number one, right? That's a big deal. Dave Young: When you and I were kids, nobody was grinding their own beans. You bought a big can of coffee and put it in a percolator. That's what coffee was. Stephen Semple: But the interesting part, we will talk a little bit about that campaign. The best part of Waking Up. That campaign came out in 1984, and prior to that, Maxwell House was actually number one. That campaign allowed them to surpass Maxwell House and become the leader in the space. So it was a very, very successful campaign. Dave Young: It's one of those jingles. I don't know if it's out yet, but I did a copy or a copy, an episode of Sticky Sales, sales stories with Matthew Burns, and we talk about Winston and the power of the Winston Jingle can get in people's heads. And if you were a kid before 1971, you still remember that jingle? Stephen Semple: Yes. Dave Young: And so Folgers, and gosh, you were inundated. You couldn't escape the Folgers jingle. Stephen Semple: And there's the power of the fact that it's a rhyme. The best part of Waking Up. Like rhymes, as we know, have got a rhythm and a power to them. We'll come back to the jingle later, but let's go back to the beginning. Dave Young: Let me put one more little plug-in for that episode with Matthew, because we talk about the scientific reason that audio is so sticky in your head. So it has to do with the brain and humans' unique ability to process sound. And that's the fun part. It's more than just a story of, oh, this is how we sold cigarettes. So anyway, check that out. Stephen Semple: That's awesome. That's awesome. So as we all know- Dave Young: But wait till the end of the podcast. Stephen Semple: So as we all know, the Boston Tea Party was a thing in the United States, and in fact, it actually led to the growth of coffee being something that people started drinking in the United States. It ended up becoming a statement and a revolutionary idea. And coffee houses started to pop up both in the United States and around the world. Dave Young: But it was [inaudible 00:04:58] that tea and the tax on it. Stephen Semple: Yeah, that started getting things going but-
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    18 分
  • #212: Red Bull – Powerful Branding Works

    #212: Red Bull – Powerful Branding Works
    2025/07/02
    Red Bull has used the same marketing for 20 years. This is the power of a well thought out brand that stays the course. Dave Young: Welcome to The Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [OG Law Ad] Dave Young: Welcome back to the Empire Builders Podcast. And I'm Dave Young, and that's Stephen Semple, over at the other microphone. You may not be able to see him if you're listening on a podcast. That makes sense, doesn't it? So the only clue he gave me as the countdown timer started to what this episode is all about is he said, "Gives you wings." I'm like, well, obviously we're going to be talking about Red Bull. I didn't miss that one, did I? Stephen Semple: No, you got it right. Isn't that amazing how powerful that is? Dave Young: "Gives you wings." Yeah. I mean, we tell people all the time. That's just branding. That's just becoming known for some things, right? And the longer you do it, and the more consistently you do it, the easier it is for people to know you by a slogan, "Gives you wings" or "Ba-ba-pa-pa-pa," right? Stephen Semple: "I'm lovin' it." Dave Young: Just a few notes. And now all of a sudden, 60, 70 years of advertising is rolled up into five little notes in your head that brings back all those associations. So Red Bull, man, they're everywhere. Stephen Semple: Well, and they have not changed their advertising in 20 years. Like the whole using the drawings and it gives you wings. They have stuck with that for over 20 years. So when you say doing it over and over again, here's the other part where I got to give them real credit on the "Gives you wings." I could see somebody going, yeah, but it doesn't give you wings. We all get it. Dave Young: That's magical thinking. Come on. Stephen Semple: Magical thinking. And that's why it's powerful. And then the other thing they did is they misspelt wings. They have the extra I in there. Dave Young: Never even noticed that. Stephen Semple: Yeah. And the reason why they did that is it makes it trademarkable. Dave Young: Okay. So the chicken wing places can't infringe on them, right? Stephen Semple: Well, if something's a common phrase, you can't prevent other people from doing it. So they do that little thing and he said, you hardly notice it. So there's a bunch of little clever things that they've done. Dave Young: Well, take us back to the beginning. Stephen Semple: I just want to talk to you about how big in 2023, 12 billion in sales. Dave Young: Man. Stephen Semple: But to date, they've sold a hundred billion units, 12 billion in sales last year. And you think about it, they really have one product. Sure they've got a sugar-free one, and every once in a while they do some seasonal ones, but pretty much they're one product. Dave Young: Is caffeine. Stephen Semple: Yeah. And it's these little 8.4 ounce cans and actually started in rural Thailand. I'm going to butcher this guy's name, because it's a Thai name, I don't know Thai, but was a pharmacist, Chaleo Yoovidhya, I think is how you pronounce his name. And again, I may have that completely, completely wrong. But here's the deal. Dave Young: Okay. Stephen Semple: He's a pharmacist. He has a pharmacy in urban Thailand, and it's 1976. And what he notices is there's these energy tonics coming from Japan, and they're really popular in the cities. And he grew up in a poor rural area and he notices these imports are kind of expensive. And he decides to make his own version of it.
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    20 分

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