Kill the School Shoes: How Jess Hatzis Rebuilt a 134-Year-Old Brand in Six Months | #628

Most people know Jess Hatzis from frank body.

The coffee scrub brand built on a $10,000 investment, a genderless persona called Frank, and an Instagram strategy so early they were setting alarms through the night to post manually. Eleven years later, a $100 million valuation and one of the most recognised Australian beauty brands in the world.

What fewer people talk about is what it actually took to build that. The data before the creative. The hard calls on what to kill. The discipline of knowing when to move and when to wait.

Jess is now fractional CMO at Betts, co-founder of Willow & Blake, and building a new consumer brand from scratch. She joined Nathan and Rosa to talk about the unglamorous side of brand building.

This one is for anyone who has ever confused a good-looking brand with a well-built one.

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