Gyve shares how SURI found its edge by listening closely to real customer frustrations and rethinking the product from the ground up, from design and performance to sustainability. Instead of treating sustainability as the headline, SURI builds products people genuinely want to use first, then makes them better for the planet.

It also dives into how SURI is translating that momentum into retail, competing on shelf through design, clarity, and brand recognition, while continuing to evolve as a work in progress, including early validation from Jony Ive that reinforced their belief in design as a core differentiator.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/0n5MyEr06NM

🖊️Mentioned in the show:

• Brands to watch

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Viren Samani, and he’s joined by Gyve Safavi of Suri in this episode

Find Rival online at www.wearerival.com, LinkedIn.

Find Viren on LinkedIn

Find Gyve on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

The conversation explores why Navy Federal focuses on being "precious to few, but relevant to many". By prioritizing active duty military and their families, they build a foundation of trust that naturally scales to the broader veteran community.

In a landscape where brands often prioritize efficiency, Navy Federal focuses on authenticity. This philosophy shines through in their "brandformance" strategy, a blend of brand and performance that balances rational product needs with emotional trust.

Watch the video version of this podcast on Youtube ▶️:https://youtu.be/jlpq3Mzc_hg

Favorite challenger brand: Rocket Mortgages

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Pam Piligian of Navy Federal Credit Union in this episode

Find Rival online at www.wearerival.com, LinkedIn, Twitter.

Find Eric on LinkedIn

Find Pam Piligian on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

Instead of following trends, Satisfy chooses to build a brand that’s different. Daniel said it best: “The easiest way to do something quite different is to not look at anything at all.”

In a landscape where brands benchmark competitors and chase fleeting trends, Satisfy focuses on culture. They hire for it before skill, treat customers as guests, and think in decades rather than moments.

This philosophy shines through in the Satisfy Pro Team. It’s not just a sponsorship roster, but a reflection of the brand’s commitment to process and discipline.

The key takeaway: Most brands chase relevance, but Satisfy builds consistency. They react to culture, while Satisfy hires for it. They aim for long-term impact, not short-term hype.

This conversation is a masterclass in long-term brand strategy and the discipline of saying no.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/CRUMwdDoj5o

🖊️Mentioned in the show:

• Satisfy Pro Team - https://satisfyrunning.com/pages/satisfy-pro-team

-Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Daniel Groh of SATISFY in this episode

Find Rival online at www.wearerival.com, LinkedIn

Find Eric on LinkedIn

Find Daniel on Linkedin

Say hi at media@wearerival.com, we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024