"Assaulting Forward" Flag on Grunt Style shirt Grunt Style 2017 The Grunt Style value set is communicated on the sleeves of every shirt. Lesson #2: Find A Clear Brand Message And Use It Consistently This connection is the foundation for Grunt Style's success. The connection must be authentic for customers to respond.ĭaniel’s life experience and sense of humor allowed him to authentically connect with his customers in a way that few others could. To build a lifestyle brand, one needs to be a part of the lifestyle. If done correctly, lifestyle brands are very difficult to replicate. Lifestyle brands connect with customers on the basis of an ideology or shared set of beliefs, not just a product suite. Lifestyle brands-like Harley Davidson or John Deere- are the gold standard in marketing. With this knowledge, Daniel set out to build a true American lifestyle brand.
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Most importantly, he understood how to use humor to appeal to their shared values. He understood their patriotism and their preferences. This culture of freedom-loving consumers have a particular set of values and beliefs.ĭaniel understood these customers intuitively. Grunt Style team members at their facility outside of Chicago Mark Rockefeller 2017ĭaniel’s target market was the new warrior class – a segment of the post-9/11 generation anchored by military veterans, first responders, and their supporters. He didn’t know it then, but he had all he needed build a successful company. In other words, Daniel could authentically connect to the customers he sought to serve. Deep insight into the psychology of his customers.A contagious and irreverent sense of humor.Strong leadership skills forged in the fires of combat.Nevertheless, Daniel instinctively has three unique traits he could never have learned in an MBA program: He had $1,200 and a business idea.ĭaniel spent his adulthood in the Army as a non-commissioned officer, not climbing a corporate ladder or in a classroom. In 2009, Daniel Alarik was an Army drill instructor thinking about leaving the Army to spend more time with his family.
Lesson #1: Customers Respond to Authenticity I recently spent an afternoon with Daniel and his team at his headquarters outside of Chicago. Indeed, Grunt Style has become the lifestyle brand of America's new warrior class. Their Grunt Fests draw thousands of people for music, beer, UFC and motorsport celebrities, and good old-fashioned American flag waving. What’s more, Grunt Style has created a true lifestyle community. Grunt Style also runs a survival and adventure-themed subscription box service called Alpha Outpost and is launching a new fitness app, called Grunt Fit. The brand has spawned several sub-brands such as Grunt Style Motorsports, Grunt Style Outdoors, Grunt Style Fitness, and an Instagram group “Girls Gone Grunt.” And Grunt Style isn't just about T-shirts, hats, and jeans. Grunt Style has sold nearly $100 million worth of products over the last 3 years and has 300 employees and over 2 million social media followers. Grunt Style CEO Daniel Alarik and "1st Sgt" (Chief Operating Officer) Tim Jensen.
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