In Episode #39, Ross is joined by Alex Center, founder of CENTER and former Design Director at Coca-Cola. Prior to launching his own studio, Alex spent 11 years working for the global beverage leader Coca-Cola where as Design Director he led the strategy and design vision for the brands vitaminwater, smartwater & Powerade. Today, his team at CENTER is building the next generation of icon brands partnering with companies like United Sodas of America, Heywear, and Kin Euphorics among others. Ross and Alex discuss how Vitamin Water built a $4.1 billion brand and kickstarted the enhanced beverage category, and two of the most important aspects in building great brands – courage and people.