{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"How MUD\/WTR Created Emotional Resonance in a Saturated Market With Shane Heath","description":"Shane Heath is the Co-founder and CEO of MUD\/WTR, which produces coffee alternative beverages designed to provide natural energy and focus. Under Shane's leadership, MUD\/WTR has gained significant recognition for its unique branding, evolving into a popular choice among consumers seeking healthier alternatives to traditional caffeinated drinks. Shane's background in design and his ability to create a compelling brand narrative have been pivotal in MUD\/WTR\u2019s success. In this episode\u2026 Most brands don\u2019t fail because they\u2019re bad \u2014 they fail because no one cares. In a saturated ecommerce landscape, it's not enough to be liked; you need to evoke a strong reaction. How do you build a brand that cuts through indifference and resonates with people? Shane Heath, a designer and entrepreneur, explains how to use branding and positioning to eliminate consumer indifference. Shane emphasizes the importance of building a brand with a clear voice, personality, and worldview. He suggests treating every customer touchpoint \u2014 from packaging to transactional emails \u2014 as an opportunity to express your brand\u2019s identity. Rather than striving to appeal to everyone, Shane recommends creating something unique, even polarizing, to spark curiosity and emotional connection. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Shane Heath, Co-founder and CEO of MUD\/WTR, about building brands that demand attention. Shane shares how authenticity drives emotional resonance, how to use brand voice as a filter for every decision, and why world-building is more important than flashy tactics. ","author_name":"Minds of Ecommerce","author_url":"http:\/\/www.mindsofecommerce.com","html":"