'Brand Is King,' According To The Co-Founder Of Oui Collab (Jobi Brand), And How Celebrities Are Now Redefining The Game

On Business Insider, our co-founder Bilal Mekkaoui pulls back the curtain on Jobi Brands’ signature “Brand Is King” strategy. He walks us through how we pinpoint consumer categories ripe for disruption, then align them with A-list talent whose genuine passions fuel every stage of the venture.

From Courteney Cox’s hands-on creative direction at Homecourt—where her design obsession guided everything from candle scents to packaging—to Kaley Cuoco translating her own pet-parent insights into the lovable, fast-growing Oh Norman! lineup, Bilal shows how deep celebrity involvement drives authenticity, customer loyalty, and rapid traction. You’ll learn why investing time and vision, not just a star name, gives each brand a competitive edge, slashes marketing costs, and accelerates the path to profitability.

Bilal also breaks down our playbook for scaling beyond launch: assembling world-class teams, securing strategic capital, and leveraging built-in audiences to maximize reach from day one. Whether you’re building your own venture studio or launching a passion project, his insights offer a clear roadmap for turning star power into category-defining success.