27. Building meaningful brands, Ironclad Pan, and post Colenso BBDO with Joe Carter

How do you create a brand that could outlast you?

On episode 27 of the B-side, I speak to Joe Carter, Co-Founder of The Ironclad Pan Company - the only cast iron cookware made in Aotearoa, New Zealand, with a Three Generation Guarantee.

Before dedicating 100% of his efforts to Ironclad, Joe worked in a variety of roles at some of the worlds most creative publishers and ad agencies like Contagious and Colenso BBDO.

He chats about his time at Colenso BBDO as Partnerships Director, when the agency won Creative Agency of the Decade, and an unfathomable number of awards for work like the mobile app Kupu, for New Zealand telecommunications firm Spark. Which helps people learn to speak Te Reo Māori, the official language of the indigenous people of New Zealand.

And we jam on how to build meaningful brands and his mission to demonstrate that companies like his own can be both sustainable and profitable.

We discuss the Ironclad Pan marketing and growth strategy, the focus he has on understanding his customers and adding value to their experience that goes far beyond the pan itself. And balancing the short and long term objectives of the company, which offers a 100-year guarantee on their pans.

Joe is an incredibly focussed and considered marketer, dedicated to creating one of the most enduring, responsible brands on the planet.

He’s a super-smart, super nice guy, and I really enjoyed chatting to him, I know you will too.
Cheers

You can find Joe here: https://www.linkedin.com/in/joecarternz/
And purchase an Ironclad Pan here: https://www.ironcladpan.com