How MUD/WTR Created Emotional Resonance in a Saturated Market With Shane Heath
Release Date: 07/09/2025
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How MUD/WTR Created Emotional Resonance in a Saturated Market With Shane Heath
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Shane Heath is the Co-founder and CEO of MUD/WTR, which produces coffee alternative beverages designed to provide natural energy and focus. Under Shane's leadership, MUD/WTR has gained significant recognition for its unique branding, evolving into a popular choice among consumers seeking healthier alternatives to traditional caffeinated drinks. Shane's background in design and his ability to create a compelling brand narrative have been pivotal in MUD/WTR’s success. In this episode… Most brands don’t fail because they’re bad — they fail because no one cares. In a saturated ecommerce...
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How John’s Crazy Socks Built a Mission-Driven Brand That’s Spreading Happiness Globally
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Mark X. Cronin is the Co-founder of John’s Crazy Socks, a social enterprise he launched in 2016 with his son, John, who has Down syndrome, to spread happiness and champion inclusive employment. With a background in public service and healthcare innovation, Mark previously served as Director of Medicaid Health Services in New York City and held executive roles in healthcare management firms. He advocates for people with differing abilities, frequently speaking at organizations like the United Nations and the US Congress. Under Mark and John’s leadership, John’s Crazy Socks has fulfilled...
info_outlineShane Heath is the Co-founder and CEO of MUD/WTR, which produces coffee alternative beverages designed to provide natural energy and focus. Under Shane's leadership, MUD/WTR has gained significant recognition for its unique branding, evolving into a popular choice among consumers seeking healthier alternatives to traditional caffeinated drinks. Shane's background in design and his ability to create a compelling brand narrative have been pivotal in MUD/WTR’s success.
In this episode…
Most brands don’t fail because they’re bad — they fail because no one cares. In a saturated ecommerce landscape, it's not enough to be liked; you need to evoke a strong reaction. How do you build a brand that cuts through indifference and resonates with people?
Shane Heath, a designer and entrepreneur, explains how to use branding and positioning to eliminate consumer indifference. Shane emphasizes the importance of building a brand with a clear voice, personality, and worldview. He suggests treating every customer touchpoint — from packaging to transactional emails — as an opportunity to express your brand’s identity. Rather than striving to appeal to everyone, Shane recommends creating something unique, even polarizing, to spark curiosity and emotional connection.
In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Shane Heath, Co-founder and CEO of MUD/WTR, about building brands that demand attention. Shane shares how authenticity drives emotional resonance, how to use brand voice as a filter for every decision, and why world-building is more important than flashy tactics.