Surround yourself with the best people. Not only in your work but in your personal life as well.
Twenty-six-year-old mastermind Oliver Bogner is the founder and CEO of Brandable, a next-generation consumer products company that is reinvigorating tired product categories and building brands that appeal to Millennials and Gen Zs. As an incubator of sorts, Brandable’s nimbleness allows it to innovate and have products on shelves in a fraction of the time it takes for traditional CPG companies. It is focused on creating the best products possible—and ones that buyers have expressed an urgent need for. Bogner’s “created for Millennials, by Millennials” approach is central to Brandable’s success, and why it’s becoming known as “the millennial P&G.”
In less than 18 months, Bogner has grown Brandable from a mere concept to a 90+person operation, with a vast portfolio featuring over 100 products across Toys, Food, and Wellness categories, as well as exclusive programs with the two largest retailers in America: Target and Walmart. The former TV hit series producer for TLC, Lifetime and Food Network has harnessed his keen understanding of entertainment and the power of celebrity influence to drive excitement and appeal for the company’s brands, many of which are influencer-inspired. Brandable’s agile product development approach has earned the company “vendor-of-record” status by coveted national retailers, including Petco, JoAnn, 7-Eleven, Walgreens, CVS, HSN, Michaels, and Claire’s.
Where did the idea for Brandable come from?
I’ve been interested in better-for-you food for a very long time. As an entrepreneur, I’m always on the go so I’m constantly looking for easy, healthy, and affordable options and I just wasn’t seeing anything like that available, so I decided to make them myself.
Additionally, I was diagnosed with Thyroid cancer a few years ago. While undergoing treatment, I took a closer look at the food I was putting into my body. This experience gave me the drive to create a smoothie with no added sugars or preservatives, to provide that extra boost I needed to go out and thrive. Now, I want to inspire others to live their healthiest life. I am now happy to say that I am cancer free.
What does your typical day look like and how do you make it productive?
Most days involve talking to retail partners, meetings with the marketing team, checking emails, and walking my Goldendoodle dog, Rigatoni. To make it productive, I start every morning with a Ready to Thrive! Smoothie so I can get out the door quickly and head to the office. I know I’m starting my day on the right foot with a healthy breakfast and that sets the tone for the rest of the day.
How do you bring ideas to life?
I’m all about serving a real customer need so I look for that first – what’s missing in the marketplace. Then it’s about finding a unique product to serve that customer.
What’s one trend that excites you?
Better-for-you products in general. I’m always looking for the next great better-for-you meal.
What is one habit of yours that makes you more productive as an entrepreneur?
Post-its. Hands down.
What advice would you give your younger self?
Surround yourself with the best people. Not only in your work but in your personal life as well.
Tell us something that’s true that almost nobody agrees with you on.
Big Mouth is the greatest show on Netflix.
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
Constantly read articles. I’m always reading articles and learning about different industries, products, and trends.
What is one strategy that has helped you grow your business?
I created products in categories that hadn’t been disrupted for a long time. We built our brands around real consumer pain points. Thrive was created in response to one of my pain points – wanting a quick, healthy and accessible smoothie.
What is one failure you had as an entrepreneur, and how did you overcome it?
I didn’t learn from my mistakes and made the same mistakes twice.
What is one business idea that you’re willing to give away to our readers?
Re-invent the entire frozen food category, kind of like what we’re doing with Thrive. The entire frozen food sector hasn’t been disrupted in a long time and there are a lot of products that could be developed to fill a real customer need.
What is the best $100 you recently spent? What and why?
I recently bought a new harness for Rigatoni, my Goldendoodle dog, so he doesn’t pull anymore. It’s made walking him a lot more pleasant.
What is one piece of software or a web service that helps you be productive?
LinkedIn. I use it to post articles and to connect with other founders and entrepreneurs. I also like Google Search Articles.
What is the one book that you recommend our community should read and why?
The Third Door by Alex Banayan. It’s basically about looking for solutions and getting your foot in the door when it seems all entrances are closed to you. It might take a couple tries to find the right way in but there’s always a way.
What is your favorite quote?
“If your dreams don’t scare you they are too small.” – Richard Branson
Key Learnings:
- Build brands around real consumer pain points.
- Surround yourself with the best people.
- Use LinkedIn to connect with other entrepreneurs.
Connect:
Carlyn runs the day-to-day publishing operation here at ideamensch and interacts with our awesome customers and entrepreneurs. She is likely editing this with a cat on her lap.