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A significant part of any brand\u2019s identity is its origin story. Consumers like to know a product\u2019s background and history. Sure, we want to be more familiar with where our shopping dollars go, but we\u2019re also curious about how the things we enjoy came into existence. A relatable, hardworking, ambitious, and intelligent founder who came up with a concept and brought it to market is almost always a strong sales hook. Obviously, the more compelling and exciting the origin story, the more likely it is to convert shoppers into customers and make for good headlines.<\/p>\n
Especially enthralling are underdog stories, where a founder overcomes adversity and beats all the odds to start their business and bring to market their nonna\u2019s amazing pasta sauce or whatever.<\/p>\n
Flamin\u2019 Hot Cheetos, a spicy flavor introduced by our snack overlord Frito-Lay back in 1992, seemingly had a perfect origin story. Many people know the story of Flamin\u2019 Hot, in which a Frito-Lay plant janitor and dropout, Richard Monta\u00f1ez, conceived of the concept of adding a spicy kick to potato chips, Cheetos, and other snack items. Monta\u00f1ez, so the story goes, was inspired by his Mexican-American heritage and, after successfully pitching the idea to a team of executives, rose through the corporate ranks and launched the snack phenomenon.<\/p>\n<\/div>\n