Courtney O'Brien: Taking Your Brand To The Next Level

Courtney O'Brien is the Founder and Managing Director of The Outlier Initiative, a boutique marketing consultancy that empowers growth-stage food and beverage brands to achieve breakout success. With over 22 years of experience, she has driven the growth of iconic beverage brands at global companies like Coca-Cola, Danone, and Gallo. Notably, Courtney played a pivotal role in transforming the newly launched Coke Zero into a billion-dollar brand and revitalizing Apothic Red, redefining its category. As a Certified StoryBrand Guide, she fosters deep emotional connections between brands and consumers through bold, inventive solutions.

In this episode…

Emerging food and beverage brands often struggle to stand out in crowded markets, relying on surface-level tactics rather than authentic storytelling. Without clear messaging and a cohesive brand identity, they risk blending in with competitors and failing to connect with their target audience. So, how can founders build memorable brands that resonate with consumers and drive long-term success?

Brand strategist Courtney O’Brien believes differentiation and storytelling are the keys to cutting through the noise. Drawing from her experience growing billion-dollar brands like Coke Zero and Apothic, she emphasizes the importance of understanding consumer psychology and creating brand strategies that make the customer the hero. Courtney encourages founders to focus on crystal-clear messaging, consistent touchpoints, and marketing tactics that align with their core values. She also advises brands with limited budgets to start locally, leverage their authentic stories, and avoid falling into “me too” branding traps that limit growth.

On this episode of the Firebelly Social Show, Duncan Alney talks with Courtney O’Brien, Founder of The Outlier Initiative, about helping challenger brands carve out their space in the food and beverage industry. Courtney shares her journey from leading Fortune 500 brand strategies to empowering underdog brands, key lessons from her time at Coca-Cola, trends shaping the future of the beverage market, and actionable advice for founders looking to strengthen their brand positioning.