Scratch: CMO Interviews · 2026-04-15 · 49 min
Miguel gets into the brand discipline behind the growth. Why Bootlegger turned down trends their own customers were asking for. How a year of navigating aviation regulations put their coffee at 30,000 feet. What drove the decision to strip the brand back to a gold dot. And why consistency, not innovation, is the framework that keeps them relevant while competitors slip. For CMOs navigating saturated categories and the pressure to chase every trend, Miguel's approach is a useful counterweight. Bootlegger doesn't follow. It holds the line, makes two or three big plays a year, and backs quality at every touchpoint from the roastery to the runway. The result is a brand that's grown faster by doing less. Sharp, honest, and packed with thinking you can actually use. If you're building a brand in a crowded category and trying to scale without giving ground, this one's for you. Watch the video version of this podcast on Youtube - ▶️: ️Mentioned in the show: Tashers Seattle Mugg & Bean FlySafair Black Coffee Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster.
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