Hitting The Mark - Antis Roofing & Waterproofing: Charles Antis, Founder & CEO

Antis Roofing & Waterproofing: Charles Antis, Founder & CEO

Explicit content warning

08/16/19 • 43 min

Hitting The Mark

If you think of a roofing company, you think of small businesses that have a hard time staying in business. Lots of competition in a tough service environment with high employee turnover rates and low customer retention. One thing you would not think of is branding.

Fabian sits down with Charles Antis, a founder who has been at it for 30 years. His is not a new brand, nor one that is shockingly innovative or disruptive at all as it relates to the services it provides, but Charles Antis, founder and CEO of Antis Roofing and Waterproofing, has built a brand on the power of good a long time before it became a mainstream business etiquette and to an extent most can only aspire to.

This episode dives into how being empathetic, being adaptive, having high emotional intelligence and being a critical thinker can create a strong culture, a better planet, and an admired brand – even in commodity-type service categories where true brand thinking is rarely even being considered.

This is where Charles Antis comes in, who founded his namesake company Antis Roofing & Waterproofing in 1984 and soon thereafter started to inject it with personality and the stigma that it needed to be bigger than just the service offering he provided. Charles himself turned into a conscious capitalist, who has donated every single roof installation of every single home built by Habitat Orange County since 2009 and was honored with the American Red Cross Corporate Hero Award.

This is the story of a roofer who turned into a leader in corporate social responsibility and who sees himself as a futurist. Charles shares with us how leading with cause will shape an amazing corporate culture (Antis has a 93% employee retention rate) and drive new business, all while giving real meaning to what you do.

Previous Episode

Journey Meditation: Stephen Sokoler, Founder & CEO

Fabian talks with Stephen Sokoler, the founder and CEO of Journey Meditation. Stephen runs a company on a mission: to help all people live happier, healthier, less stressed lives. Founded in 2015, Journey is building the world's largest, most supportive meditation community both online and off. TechCrunch coined it 'the Peloton of meditation.' Journey also operates corporate programs with organizations ranging from Facebook, Disney, and Nike, to charter schools, hospitals, and non-profits.

Take a breather and let your mind wander, away from the Donald Trump and Boris Johnson world on the outside, to start looking within, because here's a thing you don't see mixed very often: meditation and branding. And on this episode, we see the two blend together effortlessly and authentically since Stephen listened to his friend Simon Sinek's advice and asked the question 'why?' at the onset of his new venture, and a great brand foundation derived from it.

It is not an easy task to stand out amongst the many mindfulness apps – from Headspace to Calm (which is valued at $1 billion) – while creating a brand that does so in an authentic manner. But Founder and CEO Stephen Sokoler and his team at Journey Meditation did just that, and mainly through the use of imagery (cleverly branded by use of color) featuring members of their tribe, from staff to teachers, shown in everyday life poses rather than sitting with their eyes closed, meditating.

The Journey LIVE meditation app is an experiment in community creation, which is at the heart of branding. Stephen shares with us how he crafted a brand around human connection and why a brand's meaningful foundation is essential for any successful launch. Now, close your eyes, take a breath, and hit that play button. Once you are done, and you realize that you'd like to meditate to an actual class, hit the app store and search for Journey LIVE to get on the path of finding your inner zen.

Next Episode

Beboe: Clement Kwan, Co-Founder

In this 20th episode of Hitting The Mark, Fabian talks with the first founder of a 'new green economy' brand to make it on this show, Clement Kwan of bespoke lifestyle cannabis brand Beboe.

Clement comes from the world of high-end fashion. He helped reposition the Diesel brand for America, moved to Milan to take the license back for D&G (Dolce & Gabbana), and later became the president of Net-a-Porter, the biggest online luxury retailer on a global basis.

This episode shows what can happen when you follow your heart and how a brand is being built by adding one authentic layer of story, emotion, and design on top of another.

If you look at a cannabis product by Beboe you would not think of weed, rather of art, design and fashion. This was derived through great brand thinking and design.

Clement Kwan has reached great heights of success yet decided to follow his heart and, together with Co-Founder Scott Campbell, launched a luxury brand in a segment that has not seen much sophistication before. Today, the Beboe brand has its own store within Barney's in Beverly Hills and has also carved out its own clientele.

Listening to Clement's fascinating story from growing weed in college to make tuition, to becoming an M&A investment banker in Silicon Valley, to holding the president of Net-a-Porter position and learning how he yet turned to where his heart told him to go is inspiring on many levels.

But it is also an episode about the sheer power of great design, honest storytelling and how having a deep understanding of a particular audience can make any product succeed, even in a market that did not know it was ready for it.