# Advice Line with Tom Rinks of Sun Bum

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-05-23
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-23-advice-line-with-tom-rinks-of-sun-bum

## Summary

Sun Bum co-founder Tom Rinks joins Guy Raz to advise three early-stage founders on branding and marketing challenges. Rinks helps Wendy Kushel of Wendela's Low Country Sugar Scrub refine her confusing brand identity and suggests bold labeling to cut through noise. He advises Alison Mandelbaum of Shady Lady Hats to focus on the specific fit for women's heads and target high-end retail to improve margins. Finally, he suggests Zephyrus White of Read to Me target the military community with a redesigned, emotionally resonant brand to solve the awareness problem for their recordable book buddy.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-23-advice-line-with-tom-rinks-of-sun-bum#t=0) Introduction: Tom Rinks and Branding Philosophy
- [4:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-23-advice-line-with-tom-rinks-of-sun-bum#t=241) Wendy Kushel: Branding Wendela's Sugar Scrub
- [19:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-23-advice-line-with-tom-rinks-of-sun-bum#t=1184) Alison Mandelbaum: Shady Lady Hats and Wholesale Margins
- [32:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-23-advice-line-with-tom-rinks-of-sun-bum#t=1931) Zephyrus White: Read to Me and Military Marketing

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Sun Bum (company)
- Wendela's Low Country Sugar Scrub (product)
- Shady Lady (company)
- Read to Me (product)
- Baby Bump (product)
- Liquid Death (company)
- Lululemon (company)
- Gojo (company)
- Chapstick (product)
- Patagonia (company)
- Subaru (company)
- Louis Vuitton (company)
- Prada (company)
- Ben and Jerry's (company)
- Aviator Nation (company)
- Fenty (company)
- Supergoop (company)
- Navy Exchange (company)
- Barnes and Noble (company)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-06-27-143-how-to-identify-and-speak-to-your-ideal-customer-with-emily-joann-wilkins-fo) (Manufacturing Happy Hour)
- [#207 - FFUPs' Shutdown: Post-Mortem & Lessons for Brands](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-29-207-ffups-shutdown-post-mortem-lessons-for-brands) (The Startup CPG Podcast)
- [Investor Spotlight: Hayden Williams, BrandProject](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-07-investor-spotlight-hayden-williams-brandproject) (The Startup CPG Podcast)
- [130: Embarrassment, Then Relief](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief) (Thoroughly Considered)

## Citing this page

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