Branding Truth No One Wants to Admit! #mattkelly #founder

12 Jan 2026 · 0 min

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A short conversational clip from Matthew Kelly’s YouTube video 'Branding Truth No One Wants to Admit!' (Jan 12, 2026) in which Matthew Kelly and another speaker discuss consumer reactions to "mushroom coffee." The speakers note that many people react negatively or are unfamiliar with mushroom coffee, often associating the word "mushroom" with culinary mushrooms and misunderstanding the product unless they are already engaged in wellness culture.

So they assume it's going to say that's shit. So they won't buy it because they see. I feel like a lot of people hate mushrooms. I think people think of it as that, but I think people just see mushroom and they think you've added like chestnut mushrooms in there and they're like, oh, why the fuck?
Yeah, probably.
For example, like my nail tech, she like, goes to the gym, but she's like, what do you mean, mushroom coffee? Like, it's still not like a really known thing unless you're like, actually into wellness, I think, which is why we.
Kind of position as don't lead with mushroom. It's more like functional coffee. Coffee that helps with XYZ coffee. Plus, it just so happens to have these ingredients taste good, be all in one and look cool. So that's kind of the angle.