Building a brand that lasts is not that much different from building a company that lasts.

It's understanding the underlying promise. And it needs to be something bigger than the utility

of the brand or the idea. There's lots of teddy bear companies. But for us to kind of hold and

evoke this kind of this emotion emotion that's because we stand for something

and it's to add a little more heart to life in in human terms is how does the brand make you feel

some brands sell products, but your favorite ones and the most successful ones are selling something else entirely.

Welcome to How Leaders Lead. I'm David Novak, and every week I have conversations with the very best leaders in the world to help you become the best leader that you can be,

today I'm talking with Sharon Price John, the CEO of Buildabair. Now, Bill DeBere made a name for itself

as a mall-based retailer for kids, but as mall struggled, so did Buildabair. Then Sharon took over.

In her very first year of CEO, she brought Buildabair back to profitability

after a $49 million loss the year before. And the growth hasn't stopped since. With her at the helm,

this brand has done something incredible. They've expanded into new digital channels, new

demographics, and new experiences for all ages.

At the heart of it all is Sharon's belief that meaning, not merchandise, is what makes a brand powerful.

Because people don't fall in love with what you make.

They fall in love with what it makes them feel.

So if you want to build a brand that connects, and I mean really connects, this is the episode for you.

Plus, we're going to talk about what's really happening in the adults-only bear cave.

So here's my conversation with my good friend, and soon to be yours, Sharon Price John.

Thank you. good friend, and soon to be yours, Sharon Price John. You obviously love the toy business.

You know, you've worked at Mattel, Hasbro, and you're now at Build a Bear.

Looking back, what's your favorite toy of all time?

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