Miguel gets into the brand discipline behind the growth. Why Bootlegger turned down trends their own customers were asking for. How a year of navigating aviation regulations put their coffee at 30,000 feet. What drove the decision to strip the brand back to a gold dot. And why consistency, not innovation, is the framework that keeps them relevant while competitors slip.

For CMOs navigating saturated categories and the pressure to chase every trend, Miguel's approach is a useful counterweight. Bootlegger doesn't follow. It holds the line, makes two or three big plays a year, and backs quality at every touchpoint from the roastery to the runway. The result is a brand that's grown faster by doing less.

Sharp, honest, and packed with thinking you can actually use. If you're building a brand in a crowded category and trying to scale without giving ground, this one's for you.

Watch the video version of this podcast on Youtube - ▶️: https://youtu.be/MXCBY5Xkgto

🖊️Mentioned in the show:

• Tashers
• Seattle
• Mugg & Bean
• FlySafair
• Black Coffee

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Viren Samani, and he’s joined by Miguel Netto of Bootlegger in this episode.

Find Rival online at www.wearerival.com, LinkedIn

Find Viren on Linkedin

Find Miguel on Linkedin

Say hi at media@wearerival.com, we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Gyve shares how SURI found its edge by listening closely to real customer frustrations and rethinking the product from the ground up, from design and performance to sustainability. Instead of treating sustainability as the headline, SURI builds products people genuinely want to use first, then makes them better for the planet.

It also dives into how SURI is translating that momentum into retail, competing on shelf through design, clarity, and brand recognition, while continuing to evolve as a work in progress, including early validation from Jony Ive that reinforced their belief in design as a core differentiator.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/0n5MyEr06NM

🖊️Mentioned in the show:

• Brands to watch

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Viren Samani, and he’s joined by Gyve Safavi of Suri in this episode

Find Rival online at www.wearerival.com, LinkedIn.

Find Viren on LinkedIn

Find Gyve on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

The conversation explores why Navy Federal focuses on being "precious to few, but relevant to many". By prioritizing active duty military and their families, they build a foundation of trust that naturally scales to the broader veteran community.

In a landscape where brands often prioritize efficiency, Navy Federal focuses on authenticity. This philosophy shines through in their "brandformance" strategy, a blend of brand and performance that balances rational product needs with emotional trust.

Watch the video version of this podcast on Youtube ▶️:https://youtu.be/jlpq3Mzc_hg

Favorite challenger brand: Rocket Mortgages

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Pam Piligian of Navy Federal Credit Union in this episode

Find Rival online at www.wearerival.com, LinkedIn, Twitter.

Find Eric on LinkedIn

Find Pam Piligian on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024