Podcast Summary: "The Alchemy of Branding (Flashback)"
From the Ground Up
Host: Diana Ransom & Christine Lagorio-Chafkin
Guest: Tom Rinks
Release Date: July 14, 2025
Introduction
In this flashback episode titled "The Alchemy of Branding," hosts Diana Ransom and Christine Lagorio-Chafkin delve deep into the branding journey of Tom Rinks, a serial entrepreneur renowned for creating iconic brands such as Sunbum and the Taco Bell Chihuahua. This episode unpacks Tom's unconventional path in branding, the challenges he faced, and the invaluable lessons he's learned along the way.
Early Career and Lessons in Sales
Tom Rinks' foray into the world of branding began surprisingly in the furniture sales industry during the 1980s. Working at a furniture store to support his growing family, Tom honed his salesmanship skills, which would later become foundational to his branding expertise.
Notable Quote:
"It's really the most important, probably the most important experience I've ever had was just sales experience."
— Tom Rinks (03:00)
This early experience taught Tom the nuances of understanding customer motivations and effectively reading people—skills that would prove crucial in his future branding endeavors.
Creation of Psycho Chihuahua and the Taco Bell Deal
Tom's creative pivot from furniture to T-shirts marked a significant turning point. Inspired by surfers in Holland, Michigan, he began designing T-shirts featuring quirky characters, leading to the creation of the Psycho Chihuahua.
Notable Quote:
"Psycho Chihuahua was just. Everybody wanted it. Yeah, you know, it was really on the point."
— Tom Rinks (08:16)
This innovative character caught the attention of Taco Bell, resulting in the iconic Yo Kiero Taco Bell Chihuahua campaign. However, the collaboration wasn't without its challenges, leading to legal battles that eventually awarded Tom a substantial judgment for his creative contributions.
Legal Challenge:
Tom recounts how Taco Bell initially showed interest but later opted for another agency, leading to a lawsuit that concluded with Tom receiving a $30 million judgment plus $12 million in interest.
Notable Quote:
"That was a crazy wow. And then we never thought we would get through to trial."
— Tom Rinks (13:25)
Founding Sunbum: Building an Authentic Brand
Following the success with Psycho Chihuahua, Tom co-founded Sunbum, a sunscreen brand deeply rooted in surf culture. Recognizing a gap in authentic, beach-oriented sunscreen products, Tom leveraged his branding prowess to create a product "for us, by us."
Notable Quote:
"If you're making it for yourself, you care about the ingredients, you care about everything about the brand, and so that really shines through."
— Tom Rinks (20:23)
Sunbum quickly gained traction by aligning with genuine surfers, ensuring the brand's authenticity resonated with its core audience. The company flourished, ultimately being acquired by SC Johnson in 2019.
Challenges and Legal Battles
Tom discusses the tumultuous period following the Taco Bell collaboration, highlighting the pressures of meeting contractual obligations and the stress of legal disputes. Despite overcoming these hurdles, the experience underscored the importance of safeguarding creative work.
Notable Quote:
"They had memos. And the guy that actually met us the first time, he was a 25 year veteran at Taco Bell."
— Tom Rinks (12:43)
Transition to Branding Agency with Renee Canetti
Post-Sunbum, Tom transitioned into founding a branding agency alongside Renee Canetti, a talented designer he met through church connections. This partnership allowed them to work on diverse projects, from tequila brands to oral care products.
Notable Quote:
"We bring something fresh to it from the culture that's not in the culture, that's. That the brand is in currently."
— Tom Rinks (35:02)
Their collaborative approach emphasized authenticity and innovation, enabling them to tackle various industries by infusing subcultural elements into mainstream products.
Made by Dentists and Current Ventures
One of Tom's recent ventures, Made by Dentists, illustrates his commitment to disrupting traditional markets. Partnering with dentists, Tom aims to revolutionize oral care by addressing unmet consumer needs and advocating for ethical practices.
Notable Quote:
"Toothpaste is the only product that everybody uses every day in America."
— Tom Rinks (48:25)
Despite initial setbacks, such as controversial flavor choices, Tom's dedication to quality and authenticity continues to drive the brand's growth.
Key Insights and Advice for Entrepreneurs
Throughout the conversation, Tom imparts critical branding and entrepreneurial advice:
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Trust Your Instincts: Tom emphasizes the importance of following one's gut when identifying and collaborating with talented individuals.
Quote:
"If I think somebody's cool or authentic... Sometimes it's now or never."
— Tom Rinks (24:28) -
Focus on Product Quality: Contrary to his branding expertise, Tom advises entrepreneurs to prioritize product excellence over excessive marketing.
Quote:
"Put all of your money into the product, all of your money into the point of sale."
— Tom Rinks (50:17) -
Authenticity Resonates: Building brands that reflect genuine subcultures or personal passions can create deep connections with target audiences.
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Learn from Challenges: Legal battles and product missteps are part of the entrepreneurial journey, offering valuable lessons for future endeavors.
Conclusion
Tom Rinks' journey underscores the intricate blend of creativity, authenticity, and resilience required to build successful brands. From selling furniture to creating iconic mascots and disrupting established markets, Tom's experiences offer a blueprint for entrepreneurs aiming to make a lasting impact through thoughtful branding.
Final Thought by Hosts:
"Before you create an Instagram page for a clothing line or a TikTok video from a restaurant with the hottest grilled cheese pulls, make sure the quality of your product is great so customers keep coming back."
— Christine Lagorio-Chafkin (51:53)
Notable Quotes with Timestamps
-
"It's really the most important, probably the most important experience I've ever had was just sales experience."
— Tom Rinks (03:00) -
"Psycho Chihuahua was just. Everybody wanted it. Yeah, you know, it was really on the point."
— Tom Rinks (08:16) -
"If you're making it for yourself, you care about the ingredients, you care about everything about the brand, and so that really shines through."
— Tom Rinks (20:23) -
"We bring something fresh to it from the culture that's not in the culture, that's. That the brand is in currently."
— Tom Rinks (35:02) -
"Toothpaste is the only product that everybody uses every day in America."
— Tom Rinks (48:25) -
"Put all of your money into the product, all of your money into the point of sale."
— Tom Rinks (50:17)
This episode serves as a testament to the power of authentic branding and the importance of building products that resonate deeply with their intended audiences. Tom Rinks' story is both inspirational and instructive for aspiring entrepreneurs navigating the complex landscape of brand creation and business growth.