Kate Younger:
Hello, I’m Kate Younger, and also you’re listening to That is Purdue, the official podcast for Purdue College. As a Purdue alum and Indiana native, I do know firsthand concerning the household of scholars and professors who’re in it collectively, persistently pursuing and relentlessly rethinking who’re the subsequent sport changers, distinction makers, ceiling breakers, innovators. Who’re these Boilermakers? Be part of me as we function college students, school, and alumni taking small steps towards their large leaps and galvanizing others to do the identical.
Kendra Bracken-Ferguson:
That was so necessary for me, to have the ability to give again. The extra I progress in my profession, the extra I need to give again, the extra I need to be a part of issues, the extra I need to be a part of the historical past and the legacy of shifting Purdue ahead, particularly by the lens of range, fairness, and inclusion for girls, for Black girls, for college students of want. I’m personally dedicated and I’m personally keen about being a part of the material of Purdue.
Kate Younger:
On this episode of That is Purdue, we’re speaking to Kendra Bracken-Ferguson, profitable entrepreneur, founder, and CEO of BrainTrust and proud Purdue alumna. I first had the prospect to fulfill Kendra on the 2022 Purdue for Life Girls’s Convention final summer time. She was a keynote speaker, and the room was captivated by her story, to not point out her vitality and fervour. From Purdue Golduster, to Ralph Lauren social media innovator, to entrepreneur, founder, and investor, Kendra has a really distinctive story.
You’ll hear Kendra talk about her profession journey from the very early days of social media and pitching using MySpace, who remembers MySpace, to advertise international manufacturers, and to later turning into one of many first 100 Black girls within the nation to lift over a million {dollars} in funding for her first firm. I discovered it significantly fascinating how Kendra describes the time interval when social media was simply on the cusp of turning into huge. I imply, it’s exhausting to recollect a time with out social media, a time when prime tier manufacturers weren’t utilizing social media for his or her advertising.
Kendra dives into tales on how she partnered with bloggers to put on Ralph Lauren and put up about it, AKA the very earliest influencers, and the way she used ringback tones to advertise and market fashionable bands. All of this actually spoke to my millennial coronary heart. I keep in mind as of late of MySpace’s prime eight and my Katy Perry ringback tone prefer it was yesterday.
Kendra additionally shares how her time at Purdue, between taking the sector as a part of the Purdue Golduster dance workforce, to working on the Black Cultural Middle, to interning with the Indiana Pacers, formed her into the girl she is at the moment. This Boilermaker additionally makes use of her platform to help Black owned magnificence and wellness manufacturers, and she or he’s even partnered with famous person actress Halle Berry on her well being and wellness firm referred to as Respin. The corporate relies on six pillars, together with energy, nourish, and join, and it gives exercises, plus info on health, vitamin, and well being.
Kendra has been featured in media retailers similar to Forbes, the New York Occasions, Form Journal, HuffPost, and lots of extra. She was named considered one of Essence Journal’s 17 inspiring Black executives redefining the face of magnificence and was included in LA Model’s most influential listing. She additionally has her personal podcast, Enterprise of the Beat, the place she explores subjects like diversifying the sweetness trade, the steps of constructing a model, choosing the proper funding channels, and redefining the influencer function.
This dynamic interview highlights a particular Purdue alumna who is devoted to selling range, fairness, and inclusion and innovating new methods to make use of digital media. Right here’s my dialog with Kendra.
Kendra, thanks a lot for becoming a member of us. We’re so joyful to have you ever on That is Purdue.
Kendra Bracken-Ferguson:
Oh my God, Kate, I’m so excited to be right here. Thanks for together with me. I really like Purdue, so I’m simply honored.
Kate Younger:
Okay, so inform us a bit bit about your childhood, your background. How did you first discover out about Purdue College?
Kendra Bracken-Ferguson:
Oh my gosh. So the humorous factor is that I grew up in Texas, however my dad and mom and my in-laws, I ought to say my mother, are literally from Indianapolis, and so I knew a bit like touring, however I wasn’t identical to, oh my goodness, Purdue, Purdue. However as a result of I grew up in Texas, I knew that I wished to go to a Huge 10 or a Huge 12 college as a result of I used to be a cheerleader and I cherished soccer.
So after I was in sixth grade, the president was giving a speech and somebody handed him a chunk of paper. And I turned to my mother and I stated, “Who’s that?” And he or she stated, “The press secretary.” And I instantly stated, “Oh my goodness, that’s what I need to do.” And so I stated, “I’m going to go to high school for it.” As I received older and began taking a look at colleges, I keep in mind making use of to, after all, the Texas colleges, and on the time, Drew Brees, being from Texas as properly, introduced he was going to Purdue. And he was a yr older than we have been.
Humorous sufficient, I had been courting my longtime boyfriend, who performed soccer, and he had scholarships to go to totally different colleges, and so we have been like, oh my goodness, we will go to Purdue. And so I utilized. I received a tutorial scholarship as a result of I used to be out of state, in order that’s how I used to be going to go. After which we actually broke up proper earlier than college, however as a result of he performed soccer, it was simple for him to declare one other college. And I used to be like, “Nicely, I’m going to Purdue. I’ve household in Indianapolis, and it’s a Huge 10 college.”
And I knew I wished to do communications. And so whereas a variety of my buddies have been going for engineering, I’m proud to say that I used to be a part of the College of Liberal Arts and received my diploma in communications.
Kate Younger:
That’s wonderful. And I do know you have been actually concerned at Purdue. You have been a Golduster.
Kendra Bracken-Ferguson:
Sure.
Kate Younger:
Did you’re employed on the Black Cultural Middle, I imagine you stated?
Kendra Bracken-Ferguson:
I labored on the Black Cultural Middle and I helped change the publication. I grew to become a senior editor on the Black Cultural Middle. I used to be a part of Jahari Dance Troupe. I additionally interned within the athletic division, so I used to be a part of the athletic promotions workforce. I labored at Piercing Pagoda. I used to be the president of my sorority. When folks discuss not having a fantastic faculty expertise, I can’t relate. I’m like, I don’t even perceive what you’re saying. I cherished college. I used to be in each membership, all the pieces. It was simply nice.
Kate Younger:
How did you steadiness all of that? As a result of Purdue has robust teachers, after which between all of those totally different belongings you have been concerned in, what was that like?
Kendra Bracken-Ferguson:
Nicely, as a result of I used to be on a tutorial scholarship, there was no taking part in round with college. And I really like college, truly. I’m like, in my subsequent life, I’m going to be a lawyer. I cherished it. And it was at all times about, we will play exhausting, however we have now to work exhausting. And that’s actually simply sort of been my mantra. I see it a lot even in my skilled profession, however I might at all times say, “Guys, we will play exhausting, however you’ve at all times received to go to class. You’ve received to indicate up for sophistication.” And that was my objective for being there.
And one of many issues, I discuss being in sixth grade and desirous to do comms, I used to be at all times fascinated by what’s subsequent? After I was in elementary college, my mother’s like, “You have been already planning for center college.” So my intent with Purdue was to not solely get a superb training, however to set me up for my profession.
And I had at all times stated, “I need to be the youngest VP. I need to do all these items.” And so in my thoughts it was, how do I ensure that I’m exposing myself to all the pieces that I can? How do I do the issues that I cherished? I imply, I cheered, did gymnastics my complete life. I danced. So having the ability to be a part of Jahari and the Goldusters, that was actually fueling me. After which I at all times cherished writing, and so after I noticed the opening, I actually freshman yr noticed the opening on the Black Cultural Middle, and I labored there all 4 years.
And so there have been all these moments the place I knew what I wanted to do, but it surely’s additionally like what do I need to do and what drives me? And being president of my sorority, I keep in mind pondering, I need to be a part of a sorority. It’s sort of what you do. However I cherished the expertise, and simply as you’ll hear as we speak, being the truth that I’m an entrepreneur and personal firms and I’m Kind A, I’m like, after all if I’m going to be in a sorority, I’m going to be the president. So it was just-
Kate Younger:
Clearly.
Kendra Bracken-Ferguson:
Clearly.
Kate Younger:
I really like that. That’s wonderful. And did you intern on the Pacers, as properly, throughout your time at Purdue?
Kendra Bracken-Ferguson:
I did. So I used to be working within the athletic division as a promotions intern and I ended up assembly Kathy Jordan. And Kathy Jordan was the primary Black cheerleader at Purdue. And I used to be telling her that I used to be pondering I wished to get into sports activities, I knew I wished to do comms, and she or he was working on the Pacers, and so she stated, “Why don’t you come do an internship and see what you assume?”
And so I used to be actually going between Purdue and the Pacers each week, a number of instances every week, to do that internship. What occurs was my now husband, who I truly met my freshman yr of faculty, and my greatest good friend Brandon, who I met the primary day of faculty at Purdue, truly works for me now. So basically Kathy stated, “Come do that internship on the Pacers.” I’m going forwards and backwards, forwards and backwards, and there was a possibility to use to get my grasp’s in sports activities administration.
And so I used to be like, truly that’s what I need to do. I can nonetheless do comms, as a result of I used to be working in neighborhood relations, and all of the promotion work I used to be doing at Purdue, I cherished it. And so I used to be like, this can be a nice combine. So I utilized, I received a scholarship to get my grasp’s in sports activities administration, and on the similar time, the yr earlier than, I did an internship in New York at FleishmanHillard. So I actually am sitting right here. I had performed this internship the yr earlier than in New York. I spent the yr working on the Pacers. I find yourself profitable this scholarship to get my grasp’s, and actually Fleishman referred to as me they usually stated, “We’ve got an assistant account government function, however you need to be in New York in two weeks.”
I used to be identical to, “Oh my gosh,” however that’s what, , sixth grade, I’m like, I need to do comms. I am going to Purdue for comms. I’m doing all these items. And so I actually stated, “That’s what I need to do.” I gave my scholarship again. I talked to Kathy about it, and I after all talked to my household. We didn’t know anybody in New York. We additionally weren’t a household the place we might simply be like, “Yeah, right here’s your condo and right here’s your driver and right here’s your first-class ticket.”
So I did all this analysis and located the nuns had skilled housing for girls on the convent, and so I actually referred to as them, that they had a slot open. I received all my paperwork, and inside two weeks I had moved to New York to start out my profession at Fleishman.
Kate Younger:
That’s wonderful. And so what was it like dwelling with the nuns precisely?
Kendra Bracken-Ferguson:
Nicely, it’s so humorous as a result of the great thing about faculty is you’re dwelling along with your dad and mom. From my perspective, I do know not everybody has this expertise, however from my expertise, dwelling with my dad and mom, nice, tremendous energetic, doing all the pieces, after which going to Purdue, dwelling by myself in Meredith Corridor for the primary time, after which truly three of my roommates, we ended up getting an condo, however I used to be at all times round buddies. After which the safety of campus. I believe that’s what makes Purdue so particular, is that you just’re actually in your individual sphere of people who find themselves there for a similar purpose you’re there for, you’ve all these actions, you’ve a eating corridor. It’s simply your individual little world.
And so I no less than had the expertise of getting my very own condo, having to pay the payments, however then going to New York by your self, this main metropolis, it was quite a bit. And I’m initially from Texas. I graduated from Spherical Rock Excessive College. It was such an fascinating second. And the nuns have been very grounding as a result of we had a curfew, you needed to make your mattress, you needed to rise up at a sure time, and so it actually sort of set the tone, but it surely was a special expertise. However I’m glad that I had that stability, being in New York and beginning my profession there.
Kate Younger:
Yeah, completely. And what a giant change, from Texas to New York Metropolis.
Kendra Bracken-Ferguson:
Sure, and I keep in mind, it’s so humorous as a result of rising up in Texas, I used to be in Spherical Rock, Texas, and I additionally lived in Houston and Abilene, however we didn’t have snow. If it received too chilly, all the pieces shut down and it was like, oh my goodness. And so though my household lived in Indianapolis, I might solely go to Indianapolis for holidays or in the summertime with my grandparents, however I by no means lived there. So I keep in mind my freshman yr, and it was snowing and I actually simply sat down on this wall on campus and was identical to, get me out of right here. It’s snowing. What is that this? It was traumatizing.
Kate Younger:
I assumed you have been going to say, “Oh, I used to be having fun with the snow.”
Kendra Bracken-Ferguson:
No. I used to be like, what is that this? Get me out of right here. It’s one factor to go to the snow and it’s all enjoyable and also you’re throwing snowballs at your grandmother’s home and it’s Christmas. It’s one other to stay within the snow and need to navigate your life within the snow. I keep in mind simply taking a look at campus, and it was so nice, and I used to be like, I don’t know if I can keep within the snow, however alas, I did, and it was advantageous and all of the issues.
Kate Younger:
That’s wonderful. We need to hear perhaps a favourite story, a favourite reminiscence out of your time at Purdue. You most likely have a thousand.
Kendra Bracken-Ferguson:
Oh my gosh. You recognize what? One reminiscence that at all times is simply so highly effective, and there’s rather a lot, however being a Golduster and marching onto the fields with Purdue Pete and the band, as a result of we’d line up and then you definitely’d need to observe the kicks. And having the ability to simply stroll round campus after which stroll into the stadium on sport day, I nonetheless so vividly see that have in that second, and it was simply unbelievable, particularly as somebody who loves a superb tailgate, who loves a celebration. That second was nice.
There’s all of those moments, even on the Black Cultural Middle, I began when the Black Cultural Middle was a small home on the road. Now the Black Cultural Middle is so stunning and pristine. So even seeing that transition was simply wonderful. And being again on campus, oh gosh, I’m going to mess this up. I simply received an award. I received the Pioneering Girls Award, after which I used to be additionally simply on campus for the dorm recognition. It was simply fascinating to see what has occurred as a result of I keep in mind when the BCC was shifting, in order that was an incredible expertise.
I believe the opposite issues too, simply my sorority, that was simply wonderful, and the flexibility for simply individuals who don’t know one another to return collectively and to make one thing occur as a result of we had to take action a lot volunteer work. You’re actually organizing your self. You’re working a mini firm inside the college. And having to get the request to make use of the area and hire, all of these recollections I take into consideration in enterprise at the moment and the way it so has knowledgeable how I present up in enterprise, how I run my enterprise, the recollections I’ve.
And naturally, class, it’s so fascinating how after I was at school, we didn’t have cell telephones. We ended up having pagers, after which on the finish, they have been huge. And we additionally didn’t have laptops. So going to the pc lab, after which in the long run, my roommate lastly had one. It was at all times like a celebration within the laptop lab, though everybody was doing work. So it’s so totally different now as a result of the scholars, they’ve their laptops, they don’t have to do this communal facet of faculty in that approach, which I take into consideration now how a lot I loved it due to the communal facet.
I cherished going to class, and also you have been with everybody. And it’s so humorous, Kate, oh my gosh, I’ve my mortar boards, which I ought to have introduced. I’ll take some photos so that you’ve them. However I’ll return and have a look at my mortar boards and be like, oh my gosh, I used to be so organized again then.
Kate Younger:
That doesn’t shock me in any respect. I at all times chuckle too, as a result of I’m within the actually bizarre age the place we had cell telephones, however I didn’t have web on my cellphone, so after I was out, I used to be out. I wasn’t on Fb and on Instagram, however you may nonetheless textual content folks. So it was like this bizarre in between.
Kendra Bracken-Ferguson:
Oh my gosh, that’s so humorous. You’re proper. And it’s so loopy to assume now the scholars have cell telephones and laptops, they usually’re digital they usually’re doing all these items, and we have been laughing about that, going from the pager into the cellphone, and I hadn’t even considered not having the web. That’s proper. And then you definitely have been simply out.
Kate Younger:
You recognize, you talked about Goldusters and also you have been a part of athletics. How has it felt watching Purdue sports activities? We’ve had some fantastic sports activities victories currently. What have you ever been? Have you ever been maintaining, I suppose?
Kendra Bracken-Ferguson:
It’s humorous as a result of after I lived in New York and LA, however New York was such a, I don’t know, there have been so many Purdue alumni and everybody would meet on the bar and you may watch the sport. And even after I see folks in Purdue gear right here, I’m like, oh my gosh, Purdue, Purdue. So it’s a special expertise.
And in addition I believe too, in New York, I didn’t have a toddler. I didn’t personal a house. It’s a special life stage. However now we’re at all times watching the video games as a result of I’ve so many Purdue buddies which are in LA with me. So we discuss it, we cheer [inaudible 00:18:00] on. It’s nice to see the wins and the successes throughout the entire totally different classes, and particularly on the basketball facet. So it’s nice. I’m so joyful.
Kate Younger:
Okay, so I do know you interned in New York Metropolis and then you definitely received a full-time place. You have been actually on the forefront of this influencer advertising and running a blog, and I do know you hung out at Ralph Lauren. So stroll us by that part of your profession.
Kendra Bracken-Ferguson:
Oh my goodness. It’s so humorous as a result of it’s the issues in life that occur and within the second you’re simply shifting, and then you definitely look again and also you’re like, oh my gosh, I used to be a part of one thing that was so revolutionary when it comes to media consumption and shopper habits. So at Fleishman, after I was an assistant account government, we had, and that is early two 1000’s, so we had [inaudible 00:18:52], Black Planet, and Asia Avenue as shoppers, they usually have been the unique social networking websites.
And it’s humorous as a result of there’s a time period in advertising referred to as the Riches or within the Niches. And so when you concentrate on the truth that these have been the unique websites they usually have been niched audiences and communities. So I had the chance of engaged on these platforms and that was pre-MySpace, pre-Fb. I keep in mind when MySpace launched and we have been on this convention room, and I’m like the one Black individual, younger feminine, and actually the workforce is attempting to determine the right way to improve the market share of the youth viewers for Cingular Wi-fi.
We don’t even have Cingular now. We’ve got AT&T. However we have been sitting there, and I raised my hand and I stated, “What about MySpace?” And everybody’s like, “What’s MySpace?” And I’m telling them. And so my boss stated, “Nicely, let’s go meet the workforce at MySpace.” So we fly from New York to LA, it’s actually 5 guys on this little room, they usually’re speaking about MySpace and the bands. And so we got here up with this concept to create a cell music studio, the place we took the unsigned bands on MySpace, we turned their music into ringtones, they usually grew to become ringtones on Cingular.
So after I’m sitting there and I’m like, okay, so I’m working with the primary social networking websites. I’m working with Cingular, which is now AT&T. And we created ringtones. Within the second, and I simply keep in mind us being like, “Oh yeah, and then you definitely present your telephone and then you definitely get into the live performance free of charge.” We did this 12 metropolis mall tour, and it’s humorous as a result of JoJo, who’s like a star now, was so younger and she or he was our opening act for this mall tour. That was actually my first sort of, wow, you may monetize social content material, as a result of everybody was making a rev share from the music. You are able to do one thing actually cool with bands. And we’re utilizing this fascinating expertise referred to as a cellphone to do ringtones.
And I simply keep in mind, , we discuss mentors and allies in enterprise, and I discussed being the one Black feminine, and my boss was an older white man, and he at all times gave me a voice. And so actually we sat down and he stated, “Inform me all of your concepts.” And so I’m telling him the concepts, he’s telling me his concepts, we give you this nice plan, and he presents it to the president of Fleishman.
Now, Fleishman on the time was the most important PR company on the earth, owned by Omnicom, workplaces all over the place. So he presents it, and he gave me credit score, and by him giving me credit score, it opened the door for me to have a voice and to have the ability to actually begin sharing my concepts. We ended up going to the CEO summit in Beijing. We went to Hong Kong, Korea. We’d go throughout Europe and Canada, doing these bootcamps about what we name digital communications, which might later turn into social media. And I labored on MTV for the Video Music Awards, going into message boards and boards and chatting with the bands. So it was simply such an incredible expertise, and all of this and Fb was like, when Fb launched, it was nonetheless a .edu. So we have been doing all these items earlier than Fb grew to become open to people who didn’t have a .edu tackle.
So quick ahead, I helped construct the digital observe group at Fleishman, and it was unbelievable. We labored with so many various shoppers, from PNG to Avon, which was so humorous, to Mary Kay and everybody in between. And I keep in mind pondering, okay, my boss on the time ended up creating his personal social media, sort of like SMS company, and he stated, “Do you need to go or do you need to keep?” And I stated, “I need to keep.” And I grew to become the youngest VP, which was my dream from the start.
After which I received recruited to go to Ralph Lauren, and I used to be at all times the go-to one for something magnificence, something trend. And so at Ralph, that they had this place for the primary director of digital media. At the moment, this was in 2009, there weren’t many people who had been round however have been nonetheless younger and of the era and will navigate company. So I grew to become the primary director of digital media, and I reported into David Lauren, the pinnacle of company communications, the pinnacle of selling, the pinnacle of promoting. After which I must sit with the CFO of all of Ralph Lauren public firm and discuss how a lot I used to be making from Fb adverts.
And so the expertise was dynamic as a result of I’d sit with David Lauren for 4 hours. We’d simply be taking a look at all of the totally different blogs and all of the totally different websites, they usually have been referred to as blogs, pre-influencers. After which as a result of I used to be a part of the company communications workforce, I used to be additionally navigating the content material and the copy. I went to the Olympics and was actually taking photographs of the athletes and posting it, however then I’d get again and I’d need to be on this huge assembly with the CFO, giving my numbers.
And so it was such an incredible expertise. And I’ll say this one different factor, is that that have and the expertise at Fleishman and at Purdue, redoing the publication, being the president of my sorority, all of these have been the stepping stones that took me into the world of being an entrepreneur. And after I look again, I used to be an intrapreneur as a result of I used to be constructing issues inside an organization, however that was the journey that led me to be an entrepreneur.
And I keep in mind I sat exterior of Ralph Lauren’s workplace, and I used to be in a board assembly with Ralph and the workforce, and the dialog was round shopping for again his licenses and his wealth administration workforce was there. And I’ll always remember being like, I need a wealth administration workforce. I need to personal an organization. And that was such a set off for me. And actually inside that yr, I met my first enterprise associate and we began our first firm.
Kate Younger:
Have been you nervous, it doesn’t sound such as you have been, to take that path of it’s sort of these company jobs, I’m certain it paid rather well, it’s sort of dangerous to turn into an entrepreneur. What was your consolation stage, and the way did you in the end make that call to go away these jobs the place you have been doing the best stuff possible?
Kendra Bracken-Ferguson:
Oh my gosh, I’ve labored on that a lot when it comes to worry to religion. And I’ve at all times lived by this mantra, even Purdue, earlier than Purdue, of carpe diem, since you at all times need to seize the day. And I’ll always remember, I met my enterprise associate as a result of she had a magnificence model that she was promoting on HSN. She was freelancing for Membership Monaco, which was owned by Ralph Lauren. I knew her for 2 months. I used to be fascinated by her, fascinated by her, texted her Saturday morning, she referred to as me instantly, and I stated, “I’ve an thought to handle bloggers.” And he or she stated, “Me too.”
And we put up a web site that day, received our husbands collectively for brunch Sunday, filed for an LLC Monday. I went to David Lauren, and I used to be like, “I’m going to handle bloggers.” And he was like, “So long as they’re carrying Ralph Lauren.”
And each Friday we’d meet on the Commonplace Resort within the meat packing district of New York, and we might meet with all of those wonderful bloggers. And that was in 2010. And I used to be nonetheless working at Ralph Lauren and everybody knew, and it was just like the bloggers have been carrying Ralph Lauren. After which it began getting actual. We began having extra shoppers. We ended up serving to Tiffany & Co. and Tory Burch with their social technique. And it shortly grew to become, prefer it’s time to maneuver.
Karen and I have been so nervous as a result of we didn’t have these big financial institution accounts. We didn’t have pre-seed cash. We have been earning money and placing it into the enterprise. We didn’t have this 30 web page marketing strategy. We simply knew that these bloggers have been going to be the subsequent huge factor. And we additionally knew that we had shoppers on the opposite facet. So after I went to resign, David and I sort of didn’t communicate for just a few weeks, and David stated, “I need you to fulfill with our chief of employees. She’s going to speak to you.”
So I meet with the chief of employees, a Black lady who was one of many solely Black girls in a senior management function again then in 2010. She stated, “Nicely, inform me what you need to do. Inform me what you need to do. Everyone seems to be up in arms.” So I defined it to her and she or he says, “It feels like you’ve a superb plan.” And he or she stated, “And your final title isn’t Lauren.” And he or she stated, “So the sweetness is that if it doesn’t work, you may at all times come again or you may at all times get a job, however in case you don’t strive, then you definitely’ll miss the second.” And so with that, I used to be like, “Yeah, my final title isn’t Lauren, and I’m sensible. I can at all times come again.” And so with that, we left, or I left, and we simply began rising the enterprise.
And it was nice. We have been very lucky as a result of Ralph Lauren grew to become a shopper of our company, Digital Model Architects. And so we nonetheless sort of had that by line of connectivity. And I at all times inform, particularly people who find themselves working in firms and need to begin one thing, you simply can’t burn that bridge. You at all times need to just be sure you’re above board and clear with what you’re doing. And that was such a fantastic lesson for me.
So quick ahead, we find yourself rising DBA, we received investments, we opened an workplace in Hong Kong, we licensed the enterprise in Italy. It was an exceptional expertise. It was scary. There have been instances the place we have been like, oh my gosh, what are we going to do? There have been instances the place after all we didn’t pay ourselves. So it’s undoubtedly, I say it’s not for the faint of coronary heart or the weak in spirit as a result of you need to imagine past the shadow of the doubt that you just’re going to achieve success, which makes entrepreneurs barely a bit excessive. However I believe that that’s the mark of it.
Kate Younger:
After which the place was Instagram within the midst of all this? Was that coming to fruition as you have been main this firm?
Kendra Bracken-Ferguson:
So it’s so humorous as a result of once we launched, there was no Instagram or Pinterest. Instagram got here shortly, proper in that timeframe. Pinterest got here later. YouTube, all these issues have been later. And so I keep in mind once we launched our Energy Pinner division, so representing energy pinners and the evolution of what that was, totally different from simply straight bloggers. And it’s humorous as a result of so most of the expertise that we represented again then, One thing Navy, nearly all of them are simply doing so properly of their careers. I imply, you have a look at One thing Navy, who we have been working with Ariel to start with. Now she has her personal clothes line, her books, her this.
And so our entire factor was at all times from the attitude of you might not be a blogger posting photos of your self ceaselessly, however you’re a model. And what’s your guide deal? What’s your TV deal? And so for me, what I realized about myself constructing DBA was that I’m actually good at model constructing. I’m good at model technique. I’m good at taking a look at and discovering the white area of innovation. And previous to that, I by no means would’ve been capable of say that is what I’m good at with confidence. And it’s such a psychological sort of motion in your profession, the place particularly as girls, we will proudly say, “No, that is what I’m good at. That is what I do know I can do properly.” And that’s protected me every time I’ve these moments of worry and doubt.
As a result of since then I’ve began three different firms. I’ve raised cash, bought an organization, constructed a workforce. I’m now beginning a enterprise fund. So I at all times return to what are you good at? What did you study? What has this journey taught you? As a result of there’s nobody on the earth who by no means has a second of worry and doubt. It’s how can we overcome it? How can we get ourselves to the opposite facet, and the way can we ensure that we all know that what we’re doing is bigger than the worry that we have now? And I at all times say I flip worry into religion. And for me, the religion is what carries me as a result of I do know I’m going to be all proper.
Kate Younger:
I discussed initially of this episode that Kendra was one of many first 100 Black girls within the nation to lift over a million in funding for her first firm. Kendra shares extra about what this implies to her and what she’s doing to help Black founders in rising their companies.
Kendra Bracken-Ferguson:
Nicely, right here’s a humorous factor. We raised two million, and I didn’t even know that that was a stat till just lately. I didn’t know. I knew the Black girls, we’re the least funded when it comes to our firms. There’s all these stats, lower than 0.02%. However I didn’t even consider it that approach as a result of I used to be simply marching. You recognize what I imply? You’re in it, you’re working. And we needed to increase cash or the corporate would’ve gone below. And so it by no means occurred to me till later.
And now I began BrainTrust Founders Studio. Nicely, I suppose in between that, after I left DBA, I began an organization referred to as BrainTrust. And I keep in mind sitting in my workplace and pondering, what have I realized? What do I need to do? And considered one of my actually good buddies stated, “It’s okay to maneuver previous one thing. It’s okay to outgrow one thing.” And so I’m sitting there and I’m like, okay, the one factor that I do know I really like, I really like being round sensible folks. I really like sensible conversations. Everybody is wise in their very own proper. And I additionally love working in teams and neighborhood.
The factor that I realized from my first firm is that as aligned as it’s possible you’ll be when it comes to an thought, in case you don’t have belief in what you are promoting associate otherwise you don’t have belief in your workforce, there’s solely a matter of time earlier than it simply goes awry. And so I stated, I really like being round sensible folks and people who I belief. And so I named my firm BrainTrust, with this notion that with sensible folks coming collectively, we will do and attain and remedy any drawback.
And so for that firm, I used to be capable of leverage shoppers. I didn’t have to lift cash for it. We have been shifting alongside. And it was fascinating as a result of as we began to develop and increase, I used to be at all times fascinated by, can we increase cash? Can we not increase cash? What do I need to do? And so quick ahead, we ended up doing an acquisition cope with CAA World Manufacturers Group, which on the time was unbelievable for us. It wasn’t essentially the appropriate path for the company or the appropriate path. It’s exhausting to take an entrepreneur after which put them again into company, however nonetheless maintain them as an entrepreneur. For me, it was actually exhausting.
And so I ended up shopping for that firm again, which took us into COVID. And through COVID had so many founder buddies who have been simply struggling. And whenever you have a look at the stats, once more, I’m wanting on the stats of Black enterprise house owners. We’re creating extra companies than every other group, however but our companies are failing at greater charges. And on the similar time, I received an award as one of many prime girls in magnificence by Essence journal. We did this wonderful cowl. It was nice. And I used to be approached to do my podcast, Enterprise of the Beat, targeted on diversifying the faces we see within the magnificence and wellness trade.
After I began speaking to founders about elevating cash, how do you fund what you are promoting, I noticed this big want and hole. And so in October, we created BrainTrust Founders Studio to offer neighborhood mentorship training for Black founders of magnificence and wellness firms. And as a part of that, I at all times wished to determine the right way to make investments. I’m a comms main, I do have an MBA, however that’s fairly a special path than funding bankers and economics majors and individuals who educated. And so I at all times wished to do a fund. After which once more, folks have been like, “You may’t do a fund. You’ve by no means performed a fund,” blah, blah, blah, blah, blah.
My enterprise associate, actually, I bumped into her. We had recognized one another for 20 years, and she or he instantly was like, “We are able to do that.” That’s a part of this journey too. I take into consideration Alan, my first ally, I take into consideration Lisa, and after DBA and my companions there, I used to be like, I don’t know if I need a co-founder ever once more. There’s at all times this factor of do you get a co-founder? Do you not? And so when Lisa and I reconnected, the magic was there for us to say, let’s be co-founders on this fund and studio.
We launched our fund, and it’s been wonderful, having the ability to launch a fund after which make investments again into founders, particularly after I take into consideration the stats and I take into consideration what I went by in my journey. If I could make the trail a bit simpler for the subsequent era of founders, that’s my mission and objective in life. And I’m utilizing the items and the instruments that I’ve when it comes to what I’m good at to have the ability to do this.
Kate Younger:
And have been you at all times passionate concerning the magnificence and wellness area? I do know you’ve labored in trend, you’ve performed a variety of wonderful issues, however why the sweetness and wellness area, and why is it necessary particularly for African American girls?
Kendra Bracken-Ferguson:
So I noticed my mother, so my mother was at all times in these senior jobs. I used to journey along with her, which is the place I get it from. My daughter travels with me all over the place. I used to be like, the apple doesn’t fall removed from the tree. However my mother was at all times the pinnacle of HR. She was at all times doing wonderful work, however on the facet, she would do Mary Kay and she or he would do [inaudible 00:36:01] as a result of she simply cherished it. And my mother at all times has a lot make-up. She has each palette.
And so I keep in mind I used to get to be her mannequin, and so she would do the make-up and I used to be like, “Oh, I really like this. I really like this.” I by no means even thought concerning the trade, although, of make-up as a result of I simply didn’t know. And so after I received to Fleishman and I started working on all of those totally different magnificence manufacturers, I used to be like, oh, that is nice. And I simply passionately cherished it. So trend, magnificence, everybody got here to me.
After which at Ralph, as a lot as we have been trend, the style exhibits, it’s such a wonderful curation of hair and make-up and glam. I really like glam. And so a lot of our shoppers, simply due to my historical past, have been in trend. After which we began shifting into magnificence. After which I additionally was a shareholder in Beautycon, which was the most important magnificence pageant. The humorous factor is that after I began the company, so a lot of our shoppers have been magnificence and wellness and trend, which made sense when it comes to my background. And so we have been naturally on this area, however due to my connection to Beautycon and Moj, the founder, we have been doing a lot there.
And I grew to become a shareholder in Beautycon as a result of I simply, Beautycon was the most important magnificence pageant on the earth. It doesn’t get extra magical than seeing folks of their true self with glitter and hair and make-up and all the pieces. And I’ve had such a love for it. And through COVID, Moj and I began a nonprofit referred to as Magnificence United. We introduced collectively everybody from Bobby Brown to Lisa Worth to the Lauders, to Gwyneth Paltrow, actually simply the titans of magnificence. And we got here collectively in a approach of simply attempting to resolve for what can we do? How do you get PPP? How do you do that? And we ended up elevating cash for frontline responders. We donated over two million in merchandise to frontline employees. It was simply an incredible time of simply having so many individuals who have been usually competing in magnificence come collectively.
And so we’ve been capable of develop the nonprofit arm, actually deal with diversifying magnificence. We’ve got created this wonderful mentorship program for BIPOC and indigenous founders and entrepreneurs and even executives. And so that basically was, oh my goodness, you have been actually squarely in magnificence. And so at my firm, on the BrainTrust Company facet, we primarily work with magnificence, wellness, trend. We’ve got a variety of activewear shoppers, that are necessary to me from a wellness perspective. After which after all with our BrainTrust Founders Studio, we’re solely targeted on supporting Black magnificence and wellness founders. And it actually is my experience. It’s my lane, it’s my workforce’s lane.
And once we take into consideration the wellness facet of it, there’s the entire stats when it comes to Black folks and diabetes, our danger for diabetes, our danger for sure kinds of cancers, hypertension. My grandmother has skilled diabetes, which led to Alzheimer’s. So I at all times take into consideration wellness within the sense of how can we ensure that we’re taking a look at wellness by the a number of lenses of tradition, of individuals, of demographics.
I imply, Kate, you noticed me this morning. Each morning I’ve inexperienced tea, I’ve lemon, I’ve my eight greens pill, I’ve vitamin C. It’s like my factor. And I’ve my Glow Drops. So I’m at all times fascinated by it. And I believe that it’s so necessary. And particularly now, there’s so many nice and good people who find themselves attempting to resolve for power diseases. And in order that’s actually the place I imagine I can have probably the most affect and supply probably the most worth.
Kate Younger:
Okay, I need to carry it again to Purdue, however first I’m curious, the place do you assume the influencer area and the sweetness, wellness, trend area is heading in direction of now? As a result of we have now TikTok. It looks like stuff’s at all times coming at us, too. What are your ideas on that?
Kendra Bracken-Ferguson:
I placed on my listing this yr that I used to be going to actually become involved in internet three and the Metaverse and NFTs. I’ve been capable of have shoppers in that area, and to actually begin to have a look at it, I’m under no circumstances an skilled. I’m attempting with my open [inaudible 00:40:11] in all of these items. I believe that there’s something there. I believe that after all the sweetness manufacturers, [inaudible 00:40:16], there’s been some nice work occurring. I believe that magnificence, trend, we’re all going to have to have a look at the metaverse and the way we will leverage it, particularly with this sort of convergence of on-line and offline, what that appears like.
We’ve been wanting rather a lot at components. And so what’s clear and vegan and pure? What does that basically imply? What do you actually need? And what’s the evolution of that? As a result of it looks like everybody’s doing it. What’s the governing physique in our trade that protects us in understanding? We’re doing a variety of work, wanting by the lens of digestibles and what does that appear to be in relation to topicals when it comes to pure skincare?
I’m enthusiastic about digital buying, and there’s at all times been the QVCs and the HSN. We partnered with an organization referred to as Speak Store Dwell, and we did this Black magnificence bazaar. And so we had our founders who have been stay promoting, persons are stay buying. Walmart does a fantastic job. There’s lots of people doing that within the area. YouTube simply is doing their partnership with Shopify, and the buying facet. After all, TikTok buying. So I believe that we’re going to proceed to see innovation. There’s at all times going to be a tie to income when it comes to how is everybody earning money? How are we shopping for and promoting?
I imply, have a look at Glossier, going into retail, our darling D2C model. So I believe that there’s going to be a convergence. And I additionally assume persons are able to get out. As protected as we have now to be, it’s not as if retail is slowing down. Sure, buying habits have modified. And so I believe that as a model founder, we’re always taking a look at the place are all of the locations my product must be, primarily based upon the place my shopper lives. And so when you concentrate on the place your shopper’s dwelling, that they’re consuming TikTok 5 hours a day, that they’re doing YouTube buying, you’ve to have the ability to create an ecosystem in your model that exists in a number of locations. After which leveraging the improvements in expertise that will help you work smarter. Just like the metaverse, how can we leverage that?
So it’s an thrilling time. It’s actually wild to be working, to have a profession that didn’t have all these items, after which have all these items, however nonetheless be so squarely targeted on the innovation that’s occurring in my lifetime, in our lifetime. It’s thrilling.
Kate Younger:
Completely. Okay, so we’ve talked about Purdue, we’ve talked about strolling in as a Golduster into [inaudible 00:42:42]. What does that Boilermaker spirit and that neighborhood imply to you?
Kendra Bracken-Ferguson:
Oh my gosh, it’s so nice to be a part of it. And it’s a lot pleasure. I used to be simply keynoting the Purdue Girls’s Management Convention, which we have been at. And it was wonderful. I imply, I actually walked in and noticed Jessica, who we went to high school collectively. It was identical to, oh my gosh, have a look at us. And he or she was a speaker. All of the wonderful girls that I met, and we have been all linked by this notion of Purdue. It’s nice.
I imply, even being again at Purdue for the Parker Sisters dorm dedication, it was prefer to be a part of that and to say, oh my goodness, have a look at how far the college has come and I’m a part of this historical past, it means a lot. And for me, after I take into consideration simply the spirit of Purdue, it’s this sense of neighborhood. It was simply my sorority’s, the centennial hundredth anniversary and [inaudible 00:43:38] two weekends in the past, or just a few weekends in the past. And we have been all just like the Epsilon Gamma chapter. It’s like wow, to be a part of one thing, like we’re not going to see 100 years of one thing in our lifetime, however we have now that connectivity by Purdue. We’ve got that connectivity by our sorority, and it’s at all times wonderful to be a part of one thing higher than your self.
And for me, I’m a lifetime alumni of Purdue, I’ve an endowment at Purdue for a Black feminine faculty scholar within the College of Liberal Arts. That was so necessary for me, to have the ability to give again. And the extra I progress in my profession, the extra I need to give again, the extra I need to be a part of issues, the extra I need to be a part of the historical past and the legacy of shifting Purdue ahead, particularly by the lens of range, fairness, and inclusion for girls, for Black girls, for college students of want. I’m personally dedicated and I’m personally keen about being a part of the material of Purdue.
Kate Younger:
That’s wonderful. I really like that. Purdue is understood for engineering and that math and science, that STEM, after which right here you’re, this extremely profitable individual in trend. I really like all that. Nicely, how did per Purdue tee you up for this profession?
Kendra Bracken-Ferguson:
So it’s so fascinating as a result of the comms world, I imply, it’s a lot enjoyable. And I keep in mind as a result of we have been such a smaller college, everybody was engineering, I’m going to be an astronaut. And we have been writing papers, we have been storytelling, we have been interacting. I achieve this many talking engagements, and that’s as a result of I used to be doing talking at Purdue.
There’s so many life expertise that you just get exterior of the classroom, contained in the classroom. After which it’s simply the overall coursework. I imply, nobody knew after I was in 98 a freshman at Purdue that there was going to be MySpace and Fb and TikTok and YouTube. However what we did know is how do you write right grammar? How do you inform a narrative? How do you write a press launch? Regardless that I’m not within the day-to-day of PR, I simply wrote a press launch the opposite day. And I can return to my AP fashion information. Like, there’s expertise that even when the output and the instruments are altering of which you talk, it’s nonetheless the essential basis of the right way to talk, the right way to write properly, studying a synopsis.
So there’s undoubtedly these parts that it doesn’t matter what occurs on the earth, Purdue has set us up to have the ability to exit into the world and achieve success if we obtain it and we do the work on the opposite facet.
Kate Younger:
Okay, final query. What makes Purdue distinctive in your eyes, and why are you in LA proud to be a Boilermaker?
Kendra Bracken-Ferguson:
I believe that it’s that have and that neighborhood. I take into consideration speaking to different individuals who had totally different college experiences. And I do know I maintain saying I didn’t have that have, however I do assume that it was, I imply, the professors at Purdue have been encouraging. I keep in mind my counselor speaking about how we’re going to navigate the setting, the college setup. There may be a lot simply college pleasure, when you may stroll on campus and see your colours.
So I believe that these are among the differentiation factors, like how the college supported college students, how we might come collectively as neighborhood, the entire totally different actions. For those who don’t need to be in a sorority and also you don’t need to work within the athletic division and be a Golduster, there’s archery. I imply, you may even create your individual and you’ll be supported. And so I believe that for me, it was such the stepping stone between you’re in highschool, now you’re an grownup, and that bridge from beginning to be an grownup to being an grownup, and all the pieces that was knowledgeable by my time there was such a catalyst that I’ll at all times maintain with me.
Kate Younger:
Nicely, we will’t thanks sufficient for becoming a member of us. Is there any final minute recommendation or something you need to share with our listeners?
Kendra Bracken-Ferguson:
Oh my goodness. I discussed carpe diem. I believe that carpe diem, you at all times need to seize the day. You at all times need to be prepared. What I’ve realized in my profession is folks will let you know how you have to be, how you need to assume. You at all times need to go deep, hearken to your self, hearken to your intestine. I at all times assume that you need to take all the pieces that you just do and mirror on it when it comes to what did you study and the way is that going to tell your journey and carry you ahead.
And the opposite factor is that it’s not at all times going to be simple. And so we actually need to ensure that we’re taking good care of ourselves, that we have now self-actualization to grasp once we want the time to pause, once we want our good friend circle. However on the finish of the day, protecting the religion that it’s going to be all proper and that we’re all going to make it, that we’re right here collectively, and that with exhausting instances come good instances. So I simply assume carpe diem and go for it and by no means look again and study from all the pieces that you just do.
Kate Younger:
I find it irresistible. That’s wonderful.
Kendra Bracken-Ferguson:
Thanks. And boiler up. I’ve to say boiler up. Boiler up and up and up and up and up. Boiler up.
Kate Younger:
We received a efficiency out of this, too. I find it irresistible. They find it irresistible. That’s wonderful.
Kendra Bracken-Ferguson:
Sure, we did.
Kate Younger:
I can not watch for our listeners to listen to this episode.
Kendra Bracken-Ferguson:
Thanks a lot, Kate. That is nice. Thanks for doing this and telling the tales and bringing all the pieces to life. It’s unbelievable.
Kate Younger:
Thanks a lot.
Couldn’t you simply really feel Kendra’s vitality by this audio? It was such a pleasure speaking to her. One thing that basically caught out to me throughout this interview was her mantra, carpe diem. It’s very clear Kendra has adopted that seize the day vitality all through her complete life. She’s the epitome of a Boilermaker, persistent, revolutionary, balanced, inclusive, intentional. The listing goes on. I can’t wait to listen to what Kendra’s subsequent large leap within the magnificence and wellness trade is.
If you wish to watch our video clips with Kendra, head over to our new podcast YouTube web page, youtube.com/@thisispurdue. And keep in mind, comply with us in your favourite podcast platform to by no means miss an episode. That is Purdue is hosted and written by me, Kate Younger. Our podcast video lead is Ted Shellenberger in collaboration with John Garcia, [inaudible 00:49:48] Boone and Humsa Saed. Our social media advertising is led by Ashley Schreyer. Our lead podcast photographer is John Underwood. Our podcast design is led by Caitlin Freeville. Our podcast workforce undertaking supervisor is Emily [inaudible 00:50:00]. Our podcast YouTube promotion is managed by Megan Hoskins and Kirsten Boris. And our podcast analysis is led by our That is Purdue intern, Sophie Ritz.
Thanks for listening to That is Purdue. For extra info on this episode, go to our web site at purdue.edu/podcast. There you may head over to your favourite podcast app to subscribe and go away us a assessment. And as at all times, boiler up.
