How to Grow a Brand Sans Ads, Amazon, or Influencers with Kate Assaraf

What if the best way to expand your brand is to stop following the typical playbook?

Kate Assaraf is the founder of Dip, the plastic-free haircare brand that has sold thousands of shampoo and conditioner bars without paid advertising, Amazon, or influencers. Instead, Dip has grown through word of mouth, independent refill retailers, authentic storytelling, and products people want to share with their favorites.

After decades behind the scenes in the beauty industry, Kate saw how much modern marketing relied on hype, imitation, and manufactured trust. So she built Dip differently: salon-quality products designed to last longer, reduce waste, and create a brand experience rooted in nostalgia, emotional connection, and real customer advocacy.

In this episode, you’ll learn:

✨ How to build trust in categories despite a trust recession and fake hype

✨ How to turn customer enthusiasm into your most effective marketing tool

✨ How to leverage nostalgia and emotions to make brands more distinctive

✨ Why independent retailers can become your strongest growth engine

✨ How to decide which opportunities strengthen your brand and which dilute it

A fun, refreshing conversation for founders and brand leaders who want to create a brand and business that’s more distinctive (all inspired by another kind of book series…).

Kate’s creative inspiration:

Book: Company of One by Paul Jarvis

Brand: Vacation sunscreen

Beverage: Spicy margarita

Song: Anything by Steven Page / Barenaked Ladies

Listen or watch HERE.