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#055: The Sh*t They Don’t Teach You in Business School – Brian Smith UGG Founder

The Founder of UGG Brand, Brian Smith visits the Behind The Smoke Podcast

Brian Smith – UGG Founder, Author & Speaker   – @briansmithugg – San Diego, California

*Podcast recorded above the butcher shop at Valley Farm Market in Spring Valley, California.

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Innovator and world class entrepreneur. UGG sheepskin boot founder. Media Guest, Inspiring Speaker and Author of “The Birth of a Brand”.Pink Floyd’s Dark Side of the Moon helped inspired Brian to get motivated.

“When you want something in life, the universe conspires in helping you achieve it.” – The Alchemist

“You Can’t Give Birth To Adults.” – The Birth of a Brand Theme

Brian brought UGG to America by educating his customers through his experience.

How using community feedback helped to redefine the brand and led him to more authentic marketing.

Brian explains you have to sell and market the benefit of your product, not just your product.

Using competition between vendors to increase brand awareness and market share helped create a new category.

“A Rising Tide Lifts All Boats.”

Realizing that he could be a benefactor for other young businesses (Sash Bags).


Links Mentioned in this Episode:

Brian Smith Speaker – Birth of A Brand Author & UGG Founder




UGG Website

Sash from Spring Valley who Brain Smith is consulting

Sash Website

Northwestern Mutual Life Insurance – Garrett Bleakley

Purchase Brian Smith’s “The Birth of A Brand”

Shawn’s Business Book Recommendation – McDonald’s: Behind The Arches – John F. Love

@BBQWarStories Weekly Social Shout Out:

Winner of a sexy new #BehindTheSmoke Mug. Be sure to tag @bbqwarstories in all your #behindthesmoke photos and interact with the podcast on social for your chance to win. Remember…if we can’t tag you then we can’t pimp you.

Shareable Quotes From This Podcast:
“I’ve been running on the spot for 10 years.” {5:30} – Brian

“Oh my god! There are no sheepskin boots in America!” {6:35} – Brian

“Until all the specialty stores were just blowing out of UGGs the big malls stores aren’t going to take the risk” {19:50} – Brian

“A rising tide lifts all ships. We have always admired what the craft beer industry has been able to accomplish here in San Diego. This is our guiding example of what we want to see for the West Coast BBQ Movement. {38:30} – Shawn

“Cooperation will always beat out competition.” {40:15} – Brian

“Doug and I both took out life insurance policies (at a crucial time in our business) and (when Doug passed) it was just enough to buy back the business.” {1:11:19} – Brian

“Businesses today are realizing that they have to get back to their “why”. The bigger the brand, the harder it is to get back to it.” {1:13:01} – Shawn

“Your brand is not the logo. Your brand is not your trademark registration. Your brand is not your product. Your brand is what your customers think of you.” {1:13:35} – Brian

“She’ll be right mate.” {1:15:26} – Brian

“Derek and I almost died in Del Mar during a BBQ explosion and unfortunately it takes tragedy to start thinking about life insurance and what happens to the company if you pass.” {1:16:00} – Shawn

“The surest way for a tadpole to become a frog is to live every day happily as a tadpole.” {1:32:00} – Brian
UGGs in Popular Culture

Mike Parsons Ugg’s Ad

Mike Parsons UGG Ad as discussed on the Behind The Smoke Podcast with Brian Smith

Pamela Anderson’s Baywatch Ugg Image

Pamela Anderson in UGG's
Get in Touch:

Email the Show:

Shawn P. Walchef – @shawnpwalchef  on Twitter

Derek Marso – @marsoderek on Twitter

Cory Wagner – @iamcorywagner on Twitter

Bryan Abou Chacra – @kinglordbryan on Twitter



Valley Farm Market – 9040 Campo Road, Spring Valley, CA 91977

Cali Comfort BBQ – 8910 Troy Street, Spring Valley, CA 91977
Shawn P. Walchef on LinkedIn

West Coast BBQ Movement News

“Turf and Surf” Competition Proves West Coast BBQ is on Fire – Written by Stover Harger III

Sneak Peek: Discovering what’s ‘behind the smoke’ | 2018-09-05 | MEAT+POULTRY

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