Carey Smith, founder of Big Ass Fans, served as the company’s CEO—or “Chief Big Ass” as he preferred to big called—for 18 years. As one might to assume, Big Ass Fans’ branding was a key to its success from inception all the way to the company’s sale for $500 million.
Smith spoke at Brandemonium, an annual branding conference held in Cincinnati, OH, every fall, on the importance of a good brand.
As part of his discussion on stage with author, marketer, venture capitalist and start-up advisor Dave Knox, Smith discussed how brands are so difficult to build but so easy to lose, and the importance of having a core set an values to build upon. While at the event, he also sat down at brandchannel studio to chat with Cindi Jones, Senior Director of Strategy at Interbrand about this topic and more. He also shared Big Ass Fans’ story—including how this irreverent name came to be—as well as the importance of brand for business success, his current pursuits with The Kitchen, his current venture helping small companies with big potential grow, and more.
Catch their full discussion below.