{"podcast":{"title":"Wharton Marketing Matters","slug":"wharton-marketing-matters-4542211","podcast_index_feed_id":4542211,"rss_url":"https://feeds.acast.com/public/shows/63ea72a402ceee00119a07fe","website_url":"https://feeds.acast.com/public/shows/wharton-marketing-matters","image_url":"https://assets.pippa.io/shows/63ea72a402ceee00119a07fe/1760104180893-34753400-095c-4b4d-879b-81a5f0a25b80.jpeg","author":"Wharton Podcast Network","episode_count":309,"summary":"Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Dr. Americus Reed, II. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School. Hosted on Acast. See acast.com/privacy for more information.","last_synced_at":"2026-07-02T22:20:52.391591+00:00","page_url":"https://stenobird.com/podcast/wharton-marketing-matters-4542211"},"episode":{"title":"Creating a Category: Mike Kurtz, Founder of Mike’s Hot Honey, on Brand Building, Community, and Growth","slug":"creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth","published_at":"2026-06-04T08:00:00+00:00","page_url":"https://stenobird.com/podcast/wharton-marketing-matters-4542211/creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth","show_page_url":"https://stenobird.com/podcast/wharton-marketing-matters-4542211","url":"https://knowledge.wharton.upenn.edu/podcast/marketing-matters/creating-a-category-mike-kurtz-founder-of-mikes-hot-honey-on-brand-building-community-and-growth/","audio_url":"https://sphinx.acast.com/p/open/s/63ea72a402ceee00119a07fe/e/6a20bc163ab59ca4e2da6d57/media.mp3","summary":"Can a simple idea create an entirely new product category? Mike Kurtz, Founder of Mike’s Hot Honey, shares the story behind transforming a homemade honey and chili pepper infusion into one of the most recognizable brands in the condiment aisle. Inspired by a memorable pizza experience in Brazil, Kurtz spent years refining his recipe before introducing the product through New York City’s pizza community. He discusses the power of word-of-mouth marketing, building an authentic brand, fostering customer advocacy, and scaling a business while staying connected to its roots. The conversation explores category creation, strategic partnerships, product innovation, and why community remains one of the strongest competitive advantages a brand can have. Hosted on Acast. See acast.com/privacy for more information.","meta_description":"Can a simple idea create an entirely new product category? Mike Kurtz, Founder of Mike’s Hot Honey, shares the story behind transforming a homemade honey…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1858,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/wharton-marketing-matters-4542211/episodes/creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/wharton-marketing-matters-4542211/creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}