Tom Rinks got his start in the commission-only "shark tank" of midwestern furniture sales. That’s where he learned what makes customers buy. Decades later, those instincts helped him grow a joke of a side hustle into a $400 million success. In 2009, he created the iconic branding for an obscure sun tan lotion, drawing on a mish-mash of surf culture, Scandinavian furniture, and Japanese streetwear. Sun Bum became a huge success, but even before that, Tom helped boost a wildly diverse range of brands: a line of tequila, a series of Christian videos, and the ubiquitous “Yo quiero Taco Bell” campaign. All were successful, though it took a prolonged legal battle for Tom to get paid for the Taco Bell chihuahua.  In this episode, Tom reveals how he learned to manipulate consumer psychology, survive the brutal warfare of a stolen idea, and engineer a brand explosion on his own terms.  WHAT YOU'LL LEARN * Chihuahuas and Apes: How the Right Mascot can Transform a Brand  * What it takes to survive a five-year legal battle against a corporate titan. * The "Elvis Principle:”  How combining unexpected design elements can create an unforgettable package  * The "Trojan Horse" Strategy: Why forcing retailers to buy a massive display creates the illusion of a brand overnight. TIMESTAMPS * 08:15 - What selling furniture taught Tom about customer psychology  * 10:00 - How the Slogan “Surf Michigan” got him into the T-shirt Business  * 25:07 - Psycho Chihuahua, Taco Bell, and the Branding Deal that Wasn’t   * 33:49 - Inside the grueling battle over a chihuahua mascot. “I was the guy suing Taco Bell.”  * 39:35 - A dramatic legal verdict, and Tom’s branding business takes off with fancy Tequila  * 49:47 - The sun screen opportunity: “I saw a gigantic hole that you could drive through.”  * 55:03 - How Tom and his partner came up with their “badass ape” logo  * 1:07:36 - Opening (fake) Sun Bum headquarters in Cocoa Beach, Fla  * 1:10:31- Early store displays and making the brand seem bigger than it was  * 1:14:56 - A $400M sale to SC Johnson, and Tom starts a new company This episode was researched by Katherine Sypher and Susannah Broun and produced by Casey Herman, with music by Ramtin Arablouei, and edited by Neva Grant.   Follow How I Built This: Instagram → @howibuiltthis [https://www.instagram.com/howibuiltthis/] X → @HowIBuiltThis [https://x.com/howibuiltthis] Facebook → How I Built This [https://www.facebook.com/howibuiltthis] Follow Guy Raz: Instagram → @guy.raz [https://www.instagram.com/guy.raz/] Youtube → guy_raz [https://www.youtube.com/channel/UCNSfrxNEmCruNtjIzxCBHjg] X → @guyraz [https://x.com/guyraz] Substack → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.substack.com [http://guyraz.substack.com] Website → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.com [http://guyraz.com] See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].