Marketing Secrets from Founders of Jeni's Ice Creams, Briogeo and Q&A | How I Built This | NPR

Twine reasoned that if she could get people to try Briogeo she would get the strongest conversion, so she invested in samples that turned into full purchases, paid for themselves, pleased retailers and drove site traffic, then paired that with retention and loyalty work.

Bauer's pint and website copy comes from her years selling ice cream over the counter at the North Market; the phrases she used with customers became the brand voice.

Bauer credits two grandmothers, one an artist and one a scrappy seller, for combining making things with selling them in the neighborhood.

Carter argues a product, like a song, has to be genuinely great to cut through; marketing something terrible does not stick.

Twine tracked creators already talking about Briogeo and checked which ones drove sales. Paid partnerships followed genuine product interest, while also reflecting the range of customers the brand served.

Carter notes most pop stars blend into the background and brands do the same; being original enough to be recognizable, like Branson's stunts backed by a good product, is the work.