How Did Tradie Underwear Become a Household Name?
Ben came a long way before making our brand a household name in Australia, and the real story starts somewhere that few would ever expect.
Ben loved brands. In fact, when he was a kid, Ben would prefer to sit in the kitchen and talk about different brands of clothing with his mom instead of swapping cards and playing all day long like the other kids.
And today, as a result of his efforts and trials, he is the CEO of the iconic Tradie Underwear brand that will be turning over a whopping $100M next year.
Recently, during an interview with Tim Reid, Ben Goodfellow shared many interesting details about himself and Tradie with the audience. In the interview, Ben explained why he loves branding, how to build and raise an iconic brand, how to turn that brand into a household name, and what marketing strategies he used to get Tradie to rise in the ranks and become a dominant player in the market.
Goodfellow was so kind as to also mention Nick Cummins, the professional rugby player and the well-known star of The Bachelor series, who currently serves as Tradie’s main ambassador in Australia.
“I wanted a brand ambassador that I wanted to have a beer with... and so does the rest of Australia.” He explained.
To understand Tradie and its mission, you have to understand the mindset of the man who started it all. Ben is passionate about his brand and wants to create something powerful and practical so that the customers will always remember and talk about it.
“Are you surprised that it worked?” Asked Tim Reid during the interview.
“I truly believed in it.” Replied Ben Goodfellow. “I know I became pretty obsessed with my brand. But you never know.”
Ben treats every one of his products as a billboard and makes sure that every dollar is spent on marketing so that the brand’s voice can reach a broader audience. It is no surprise that his passion, commitment, and vision turned Tradie into a brand to be reckoned with.
Make sure to check out the rest of the interview to get into the peculiar and admirable mind of Ben Goodfellow, the CEO and founder of Tradie Underwear, and the man behind Australia’s finest brand of underwear.
Read the full article at Small Business Big Marketing.
