From 1% to 11% brand awareness: how WeCook built a brand worth caring about

<p>What does it actually take to build a brand that earns permission to expand into retail, land cultural partnerships, and grow aided awareness from 1% to 11%? Matthew Morein, Senior Director of Brand and Content at WeCook, has the answer, and it starts with a question most teams never ask: if this company disappeared tomorrow, what would the world be losing?</p><p>Matthew walks Bryan through how WeCook shifted from a purely functional, convenience-driven brand to one rooted in the joy of mealtime, why brand is made of clay and not cement, and how authentic ambassador partnerships with PK Subban and Marie-Pierre Morin drove real brand awareness results in a notoriously difficult subscription category.</p><p>Topics discussed:</p><ul><li><p>Moving from functional messaging to emotional brand positioning</p></li><li><p>Advocating for brand investment when ROI is hard to measure</p></li><li><p>Building ambassador partnerships based on authentic product love</p></li><li><p>Growing aided brand awareness from 1% to 11% in Ontario</p></li><li><p>Balancing AI tools with authentic storytelling in content production</p></li><li><p>Expanding from DTC subscription into retail and new channel opportunities</p></li><li><p>Using cultural collaborations to generate earned media and brand heat</p></li><li><p>Why brand is never finished and must stretch into new channels</p></li></ul>