In this episode, we had a deep-dive conversation with Courtney O'Brien, founder of The Outlier Initiative, a boutique branding consultancy serving beverage brands ready to break out of the mould.
She spent over 20 years at some of the biggest beverage companies in the world — think Coca-Cola, Danone, and Gallo — where she didn’t just market brands… she built category leaders. Now, she champions challenger beverage brands ready to stand out through strategic positioning, sharp storytelling, and a deeply human-centred approach.
Meet Courtney:
Courtney launched The Outlier Initiative after decades in corporate brand management, where she built her reputation as a go-to expert in brand positioning and cultural relevance. She discovered her "superpower" was guiding brands to self-actualise — helping them become the most compelling versions of themselves. Now, she brings that strategic clarity to start-ups and founders who want to disrupt without losing their soul.
Branding is Not Tactics:
One of the biggest misconceptions Courtney tackles? That branding equals marketing tactics. She emphasises the importance of developing a clear, compelling brand message before jumping into tools like TikTok, email, or influencer partnerships. Strategy should drive execution — not the other way around.
Big vs. Small: How Challenger Brands Can Win:
Courtney reveals the strategic advantages small brands have over their larger counterparts:
1. Ability to move faster and take risks
2. High-touch, unscalable actions like direct customer feedback
3. Authentic founder stories that big brands can't replicate
The Foundational Process: Courtney walks us through her 3-phase approach:
1. Learning: Market and competitive landscape, consumer behaviours, and category perception
2. Positioning: Mapping the white space and defining emotional resonance
3. Messaging & Tactics: Crafting a consumer-first narrative before choosing any marketing channels
A Masterclass in Consumer Psychology:
Drawing on frameworks like StoryBrand, Courtney explains how to make your customer the hero. She stresses the need for brands to get crystal clear on the problem they solve — not just describe their product features.
Personal Branding for Founders:
The conversation naturally extends into personal branding. Courtney shares her journey applying her own brand-building process to herself after 15 years in the corporate world — and why every founder should do the same.
Want to learn more from Courtney?
Connect with Courtney O'Brien:
🔗 Website: theoutlierinitiative.com
🔗 LinkedIn: https://www.linkedin.com/in/courtney-obrien/
Looking to elevate your brand and marketing strategy?
Join our Beverage Business Hub for exclusive tools, training, and resources designed to help beverage brands thrive in the digital space. From plug-and-play templates to strategy sessions, we’ve got you covered.
🔗 Learn more here: https://crushatsocial.ac-page.com/beverage-business-hub-join-us
