Turning Customers Into Your Best Marketers | Brandon Horoho | Montana Knife Company
On this episode of Honest Ecommerce, we have Brandon Horoho Co-Founder, VP, and CMO of Montana Knife Company (MKC). We talk about why they started MKC, how it stands out from other knife companies, the story behind their unique VIP program, and the key metrics that drive their business, and so much more!
Honest Ecommerce · Chase Clymer with Brandon Horoho
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Show Notes
Brandon Horoho is a brand builder, e-commerce strategist, and the driving force behind one of the most innovative American-made knife companies. As the Co-Founder, VP, and CMO of Montana Knife Company (MKC), he has transformed a niche product into a multi-million dollar brand with a cult following.
Before launching MKC, Brandon spent decades in e-commerce and product marketing, overseeing the launch of 1,500+ products across the outdoor and fitness industries. His expertise in community-driven marketing, scarcity-based sales models, and direct-to-consumer growth strategies has helped MKC scale rapidly—without relying on traditional advertising.
Today, Brandon is on a mission to redefine American-made manufacturing in the digital age. Under his leadership, MKC has built a passionate audience of hundreds of thousands, mastering sellout product drops, a unique VIP program, and customer-first engagement strategies. By focusing on transparency, quality, and people-first branding, he’s proving that DTC success isn’t just about sales—it’s about creating a movement.
In This Conversation We Discuss:
- [00:41] Intro
- [00:56] Exploring the evolution of product lines
- [01:56] Building a brand during the COVID lockdowns
- [05:05] Scaling from custom batches to forecasting demand
- [08:48] Mentoring young talent to grow the business
- [09:38] Using Instagram content to build brand recognition
- [12:30] Episode Sponsors: StoreTester and Intelligems
- [15:42] Managing a high return customer rate challenge
- [16:41] Turning loyal customers into brand ambassadors
- [19:32] The power of surprise in building brand loyalty
- [20:38] Scaling product drops with lean manufacturing
- [22:36] Forecasting product drops 8 months ahead
- [23:13] Avoiding pre-orders to build trust with customers
- [24:35] Leveraging American-made for authentic marketing
Resources:
- Subscribe to Honest Ecommerce on Youtube
- Working Knives For Working People montanaknifecompany.com/
- Follow Brandon Horoho linkedin.com/in/brandonhoroho/
- Book a demo today at intelligems.io/
- Done-for-you conversion rate optimization service storetester.com/
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