The Latest at VOMP Studios - Remember a couple of weeks ago when I wrote about the 26-year-old, Shayne Coplan, who built a $250M betting platform for regular life stuff?

At 6 AM on Wednesday, he was woken up by the FBI in his bedroom demanding his phone and electronics a week after his platform predicted a Donald Trump victory.

That’s a hell of an alarm clock. Anyways…

This week’s riffs for the creative vandals, outlaws, misfits, and pirates of the internet:

• Create Cooler: No, actually. Your logo is NOT your brand.

• Build Better: Personal brand vs Business brand

• Earn Easier: The art of taking big swings

• Break The Rules: A $1.3 billion rebrand lesson

• The Hit List: Music to turn up and tune out

A Logo Won’t Build Your Brand, But THIS Will

“I need a new logo for my business!” – Everybody who’s ever done anything in the “business” world in the history of ever.

Classic.

You know, if I had a dollar for every time someone said that, I’d probably buy that 1928 Indian Scout motorcycle I’ve always wanted.

News flash: a logo ain’t a brand, my guy.

Confused? Good.

Let’s break it down because I totally thought you could save a company with a new logo when I was younger.

I was wrong. Let’s dive into why:

Let’s Start With A What A Brand Is NOT

Lemme restate: your “brand” is not your logo.

It’s not that swanky new color palette or that trendy font you overpaid some “design guru” to pick out.

(Those design gurus sling fonts in the depths of Reddit forums like back alley drug dealers in the shadows of Miami clubs but that’s a different story).

Your brand isn’t your ad campaigns, it’s not your networking events, and—brace yourself—it’s not that revolutionary product or service you’re pushing.

Also, it’s not your smiling face as the CEO, and it’s sure as hell not your customer service script or your “competitive pricing.”

So, what is a brand?

It’s definitely not the shiny stuff you digitally throw at people’s eyeballs hoping they’ll bite.

That’s just window dressing.

What a Brand Actually Is 

A brand, my friend, is everything—it’s how you get into people’s heads, stay there, and make them feel something they can’t quite shake.

Your brand is the vibe, the secret sauce, the unapologetic “this is who we are” that sets you apart in a world of copy-paste competitors.

Think about Coke and Pepsi. Gatorade and Powerade. Sprite and Sierra Mist.

Put ’em in a blind taste test, and most people can’t tell the difference between the two sugar waters.

But ask someone which one they’d rather drink? They’ll pick a side.

Not because of the logo, but because of the brand.

Gatorade didn’t just make you a drink—they sold you an identity.

Same with Nike shoes.

Rolex watches. Ray Bans. Lululemons. Rolls-Royce.

That’s branding.

Branding is a full-court press on your senses, a tactical game where every little thing—look, feel, sound—works in sync to get people thinking, “Yeah, I’m a Gatorade guy.”

(I started this whole riff with Coke as the only example until I wrote that line above. Replace Gatorade with Coke. Now make it a lowercase C. Hilarious.)

It’s emotional alchemy and you can’t just throw a pretty logo at it.

That’s why dropshipping brands aren’t actual brands.

They’re just fast-acting entrepreneurs cashing in on opportunities but they’re not building real brands.

Luke, Why Are You Going Off About This?

A logo is just a tool.

Sure, it should be slick, memorable, and unmistakably you.

Your logo’s job is to create that instant flash of recognition and to carry the weight of everything people already know and feel about you.

The Nike swoosh? Priceless.

Not because it’s some mind-bending design—it’s literally a check mark—but because it’s soaked in decades of blood, sweat, and branding dollars.

In 1971, that swoosh cost Nike $35.

Today, you could show up with $100 million and Phil Knight would laugh you out of his office.

That’s branding power: it’s what makes the swoosh a symbol of more than just a sneaker.

It’s a literal “swoosh”.

The icon itself portrays the movement of the body.

You can see it, feel it, and want it as soon as you see it.

What Do You Want!?

I want you to read that in the same exact tone as Ryan Gosling in The Notebook.

If you’re paying someone to “design a logo” and they’re not grilling you with questions:

What’s your purpose? Your audience? Your non-negotiable vibe?

… You’re not getting branding services. You’re getting a logo (design services).

And if that logo doesn’t fit into a bigger, strategic vision, it’s just expensive wallpaper.

Essentially it’s like a boxer getting a haircut to look better after Mike Tyson just broke his entire face.

NOT GONNA MAKE A DIFFERENCE.

Branding is strategy, consistency, a cohesive story that sticks.

It’s ethos and values. It’s also attitude and boundaries. It’s fuck yeah to this but absolute fuck no to that. It’s a line in the sand. A reason for a rant or a moment of silence.

It’s why the hell it all exists.

The hard truth: if every ad, tweet, and customer interaction doesn’t feel like it came from the same brand, then congratulations, you’re confusing the hell out of your audience.

Because a brand that’s all over the place? That’s just noise.

People tune that out.

You want resonance, you want loyalty?

You need focus.

Hope Is Not A Gahdamn Strategy

Branding done right? That’s what makes people care. That’s art.

It’s the difference between “meh” and “take my money.”

It’s what turns followers into fans, and customers into ambassadors.

Let’s face it: Winging it with a pretty logo and calling it branding is like buying a Ferrari and never putting gas in it.

Strategy is the fuel—it’s what gives all your efforts direction, and it’s how you build loyalty and identity over time.

Read that again.

You NEED a strategy. An elementary-level brand strategy that is followed to a T will outwork a million shots in the dark at maybe going viral.

Hope is not a strategy, my friend.

When you plan how people should feel about your business, you don’t just hope they remember you.

You practically tattoo yourself on their brain.

It’s like an ethical version of game theory if you think about it.

So, if you’re serious about branding, stop thinking about logos as the endgame.

A logo is a tattoo, but a brand?

A brand is the entire person.

It’s a story, a feeling, a whole damn experience.

And that? That’s worth more than any symbol ever could be.

Personal Brand or Business Brand: Pick Your Poison

Ahhh you wanna build your next big thing. Or your first thing. Or just a thing.

The choice: are you putting your name in lights, or letting your business take center stage?

A personal brand is all about you—the face, the quirks, the story.

A business brand?

It’s a well-oiled machine designed to run with or without you.

Each choice has perks and pitfalls, so let’s figure out which is your perfect fit.

The “All About Me” Route

Personal branding is like headlining your own show—everyone knows your name and what you stand for.

Here’s why that rocks:

1. People Remember You.

People connect with people, not logos.

When clients choose who to work with, they want someone they feel they know.

Someone who feels like a friend.

A personal brand makes them feel that connection right out of the gate.

2. You Stay Flexible.

Today’s marketing guru could be tomorrow’s luxury carrot juice mogul.

Think Gary Vee going from Wine Library TV to one of the most famous media and tech entrepreneurs in the world.

Your personal brand follows you wherever you go—no need to rebrand.

It’s your identity, no matter the project.

3. Opportunities Come to You.

Once you’re on people’s radar, gigs, press, and partnerships start knocking.

People see you as unique, which means less hustling and more incoming opportunities.

4. Growth with Less Effort.

People trust people.

When you’re the brand, it’s easy to form connections.

Clients and collaborators don’t need convincing—they already know what you’re about.

The “Built to Last” Path

Maybe the spotlight’s not for you, or you’re building something that outlasts you.

That’s where a business brand shines—solid, scalable, and enduring.

1. Maintain Your Privacy.

With a business brand, you can stay behind the curtain while your company thrives.

Build a powerhouse without the pressure of a public image.

2. Reliable and Consistent.

People trust businesses that have an authentic, professional appearance.

As a consumer, you trust the effort that’s put into it.

A business brand promises steady, dependable results, perfect in industries where reliability rules.

3. Scales Easier.

A business brand is built to grow without you in the center.

Planning for a big sale or expansion?

Investors love a brand that doesn’t hinge on one person.

4. Professional Credibility.

Some industries value a formal company image.

A business brand says, “We’re serious, we’re established,” which can appeal to clients looking for stability.

State Farm uses Jake as the Mascot.

Jake could get recast every year because it’s not branded as Jake’s Insurance Company.

Make sense?

5. Built to Last.

A business brand sets down roots for the long haul.

It’s more than just one person’s vibe; it’s a vision that can endure.

This is legacy-building, for founders who want something that sticks around.

Which Road Should You Take?

That’s a you question, bro.

If you want personality, flexibility, and connection, go for the personal brand.

If you’re after stability, scalability, and staying power, the business brand is your friend.

Either way, you’re building something people will remember—just decide if you want you or your business in the spotlight.

Then put in the work and let your choice do the talking.

Making the choice isn’t the hard part.

Being ruthlessly honest with YOURSELF about what you want to build most is the hard part.

Could be a lotta fear or a whole lotta ego there.

That’s the game we play.

“Should” Is Killing Your Creativity

Person 1: Hey you should do it this way.

Person 2: Why?

Person 1: Because that’s how it’s supposed to be done.

Person 2: That’s fucking stupid.

Me. I’m person 2 in this example.

Lemme restate: “should” is killing YOUR creativity.

Especially when it comes to content creation (videos, writing, images, painting, music, etc).

Maybe life’s changed for you—a new city, a new baby, or a new obsession with Hot Wheels.

Maybe your old content or art just doesn’t feel right anymore, and you want to pivot, start a new channel, or even go all in on multiple projects.

And yet, here it comes—the “should I really do this?” voice.

Take Big Swings

Here’s my rule: I’d rather go down swinging with my own instincts than compromise what my gut’s telling me.

That’s why I have “Take Big Swings” tattooed onmy wrist.

Trust where you’re being pulled, and don’t just dabble—triple down.

The biggest risk isn’t some imaginary “wrong” direction; it’s talking yourself out of doing what you really want to do.

Today, you want to post about X? Go for it.

Tomorrow, it’s Y?

Go with that.

Consistency isn’t as important as authenticity.

READ. THAT. AGAIN.

Don’t Judge Your Output Based On Other People’s Reaction

Here’s the real danger: you finally post that thing that matters to you, and if it doesn’t go viral, you panic, delete it, and pretend it never happened.

Wrong move - but I get the urge. Guilty myself.

You’re out here for the long game, not just today’s stats.

Imagine yourself at 50, thinking back on all the stuff you wanted to do but didn’t.

Don’t be that person.

Likes Be Damned

A lot of you are letting likes dictate your content instead of letting passion drive it.

Afraid of losing followers?

You should check out my buddy Brock Johnson for that. He posts his “followers lost count” all the time.

You’ll actually gain a bigger, more loyal audience by being you.

Don’t let “should” hold you back.

Go out there, take risks, and do your thing.

The $1.3 Billion Branding Fix

Back in 2004, Celsius hit the shelves shouting “We Burn Calories!” like Ricky Bobby running around on fire in Talladega Nights.

Tom Cruise himself couldn’t have helped ‘em.

It sounded exciting, but it tanked. Why? They pushed the wrong message.

Here’s where they missed the mark:

Selling the Wrong Benefit

Confusion: People wondered, “How does a drink burn calories?”

It felt like it was too good to be true.

It felt like consumers were being sold at.

Embarrassed: Nobody wanted to walk around with a neon sign saying “I’m on a diet.”

I mean just think about this one.

Wrong Focus: They sacrificed taste and enjoyment, key factors in any good drink.

Unless it cures cancer, people care how it tastes.

By over-focusing on calorie-burning, Celsius alienated the casual drinker.

Instead of speaking to people who want health and pleasure, they zeroed in on diet culture.

Big mistake.

How Celsius Turned It Around

Enter the new and improved Celsius can:

Enjoyment: Flavor now takes center stage.

“Sparkling Watermelon” sounds fun, not like a prescription.

Pride: A sleek design and the “Live Fit” tagline shift the brand from diet aid to a lifestyle enhancer.

It sounds like it’s something you gotta have in your routine.

Health (Without Hype): They didn’t ditch health; they refined it.

Health benefits are there but subtle, no longer screaming “I’m dieting!”

John Fieldly, who became CEO in 2018, led this transformation.

His vision?

To make Celsius a lifestyle brand, not just another “calorie-burn” drink.

Now, Celsius has about 7% of the U.S. energy drink market.

Fieldly’s approach: “When you see Celsius and our ‘Live Fit’ logo, it says more about you than the drink itself.”

This shift—paired with strategic partnerships like their Pepsi deal—pushed Celsius from diet gimmick to industry powerhouse.

The Real Convert-Sational Shift

Old Celcius: Like talking to your obnoxious relative with no filter at Thanksgiving.

“Honey, you’ve put on weight. Go burn some calories!” - Celcius in 2004 and also someone’s aunt somewhere.

New Celcius: The guy she told you not to worry.

He offers her a great-tasting healthy beverage. Then caresses her lower back and says, “… it’s good for you.”

See the difference?

Lead with enjoyment, let health benefits slip in as the bonus.

Celsius’ new target: younger, health-focused drinkers who want wellness without sacrificing pleasure.

The Lesson

When Celsius pivoted from a niche calorie-burner to a lifestyle brand, they redefined the energy drink game.

It’s no longer “what makes us unique?” but “how can we meet people where they are?”

That distinction is the billion-dollar secret.

It’s about the consumer.

Every. Single. Time.

Key Takeaways for Brands

This story isn’t just about energy drinks; it’s a masterclass in brand evolution and positioning.

The takeaway?

Don’t obsess over product specs alone.

Instead, understand your audience, adapt to their needs, and build a brand that becomes part of their identity.

Are you making the same mistake Celsius did? Fix it, and the payoff could be massive.

I’d, personally, call $1.3 billies “massive” but that’s just me.

Rebranding and repositioning can mean the difference between irrelevance and billion-dollar success.

Meet your customers where they are, and build a brand that’s more than just a product.

Then watch the right ones self-identify with it.

Different creative pursuits call for different music to jam to. Here’s what I jammed to this week on The Vomp Playlist: