Episode 294: Controlling Your Brand’s Narrative With Filip Keuppens of the Pickle Juice Company

“Brands are no longer what we tell people we are. Our brands are what people tell each other they are.”

Filip Keuppens is a former U.S. Army soldier, professional mogul skier, and rugby player, coach, and referee, and the vice president of global sales and marketing for the Pickle Juice Company. Founded in 2001, The Pickle Juice Company brings consumers the only purpose-built, isotonic sports beverage on the market that helps combat the age-old problem of muscle cramps and dehydration. Filip has been with the company since June 2015 and is responsible for identifying expansion opportunities internationally and domestically. He has spent his career in sales, first for H.J. Heinz Co., followed by Warner Home Video and 20th Century Fox, where he was selling DVDs. The Pickle Juice Co. job is the perfect way to combine his interest in the food and beverage industry with his sports background. And, he especially likes that he is with a company that is on the forefront of pioneering a new category in sports nutrition.

Listen And Learn:

• The power of letting your product speak for itself.
• His process of “product discovery.”
• How he has created a powerful brand ambassador program.
• Why user-generated content is so much more powerful than brand-generated content.
• How he uses micro-specialization to inspire big business gains.

TO LEARN MORE ABOUT  PICKLE JUICE COMPANY, CLICK HERE.

TO FIND JFILIP KEUPPENS ON LINKEDIN, CLICK HERE.