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Building Resilient Brands: Insights from AG1, Uber and Yeti from AG1 CMO Paulie Dery

Earned: Unlocking the Power of the Creator Economy

Release Date: 06/11/2025

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 In Ep. 175 of Earned, CreatorIQ CMO Brit Starr sits down with Paulie Dery, the CMO of AG1—the clinically-backed daily health drink. To start, we dive into Paulie’s transformative journeys of renowned brands such as Uber, Yeti, and AG1. Paulie shares his unique approach to crafting iconic brands, emphasizing the importance of avoiding mediocrity and embracing inflection points that fuel creativity and innovation. With insights drawn from his pivotal roles at these companies, he highlights how they navigated industry challenges by reinforcing their core identities and building strong community connections. Paulie recounts Uber's evolution from a 'gangly adolescent' to a professional entity, achieved through a focus on driver satisfaction and operational excellence. He also discusses Yeti's transition from a niche product to a beloved American brand, underscoring the power of storytelling and community engagement. Looking to the future, Paulie introduces AG1 as a rising star in the wellness industry, poised to connect with high-performance optimizers and redefine morning rituals. To close the episode, Paulie underscores the importance of aligning professional roles with personal values to create lasting impacts in brand building and marketing innovation.

In this episode, you’ll learn:

  1. How Paulie Dery approaches brand building at pivotal inflection points, from Uber and Yeti to AG1, and why embracing tension often leads to stronger creative clarity.

  2. What it looks like to build a brand through deep community focus instead of broad appeal, and how loyal customers naturally become the most effective messengers.

  3. Why chasing trends or algorithms weakens your edge, and how distinct creative work paired with strong creator partnerships keeps AG1 ahead of the curve.


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