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ALEX CENTER
EP.38
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Alex Center
Vitamin Water: The $4.1 billion brand that changed the beverage game
In Episode #38, Ross is joined by Alex Center, founder of CENTER and former Design Director at Coca-Cola.
Prior to launching his own studio, Alex spent 11 years working for the global beverage leader Coca-Cola where as Design Director he led the strategy and design vision for the brands vitaminwater, smartwater & Powerade. Today, his team at CENTER is building the next generation of icon brands partnering with companies like United Sodas of America, Heywear, and Kin Euphorics among others.
Ross and Alex discuss how Vitamin Water built a $4.1 billion brand and kickstarted the enhanced beverage category, and two of the most important aspects in building great brands – courage and people.
Highlights
They're not gonna care, and they shouldn't, because they don't need more things
I think it takes courage to be presented with four potential brand identities in a first client presentation and take the one that's the most crazy
It's about the people that do it. We want to be in the right relationships with the right people. The product and all that other stuff is important, but great people build great brands and great companies, and I think that's where it starts
If you play it safe and you go the easy route it falls on deaf ears
A great brand has impact on the world and people and culture. It doesn't have to fundamentally make us all better humans, but it should hopefully, bring joy, happiness, connectivity to people's lives
It's not one thing, it's so many individual moments where you have to make decisions. And you know, and all those decisions add up. And vitaminwater is a perfect example. It's like, if you get everything right, where you treat every single moment, as an opportunity to introduce yourself to people
More about Alex
Alex Center is a Brooklyn-based designer and founder of the branding company CENTER.
Prior to launching his own studio, he spent 11 years working for the global beverage leader Coca-Cola where, as Design Director, he led the strategy and design vision for the brands Vitamin Water, SmartWater & Powerade. Over his career, Alex has designed packaging that has been in the hands of millions, launched multiple breakthrough brands, given talks around the world and once met rapper 50 Cent who told him “You must think you're pretty special.” He got nervous and instantly started sweating.
Today, his team at CENTER is building the next generation of icon brands partnering with companies like United Sodas of America, Heywear, Kin Euphorics, Good Light and Conbody. Alex is also a mentor with the SVA Masters in Branding program.
In his personal time, he enjoys rooting for New York sports teams that wear orange & blue, eating and Instagramming delicious meals and spending time with his wife Jacquelyn De Jesu and their zero kids and zero pets.
Find Alex here:
Show notes
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Season 03 of One More Question focuses on brands and, more importantly, brands that make an impact in people's lives.
This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.
Hosted by our founder Ross Drakes.
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