When Everyone Sounds the Same, “Vibe” Wins
In an era when AI can build your product in a weekend, the companies that rise above the noise are the ones that connect - not just compete. In this episode of The Tech Leaders Playbook, Avetis Antaplyan sits down with Erik Huberman, founder and CEO of Hawke Media, to unpack what it really takes to make your brand stand out today.
“AI can build your product overnight,” Erik says. “But credibility still takes years to earn.” That truth has reshaped what it means to scale in 2025. The moat isn’t your product anymore - it’s your go-to-market strategy, partnerships, and brand trust. In other words, you can’t out-code your competition, but you can out-communicate them.
The “Vibe” Behind Brands That Break Through
Erik compares today’s software and tech market to consumer brands like Liquid Death and Dollar Shave Club. Their success wasn’t about reinventing water or razors - it was about crafting a vibe that connected emotionally with their audience. “People don’t buy features,” he explains. “They buy into how a brand makes them feel.”
That’s the kind of defensibility brands need now - a brand identity that builds trust and loyalty. Even software companies can stand out by signaling reliability, values, and personality through their messaging, design, and consistency.
At HIRECLOUT, we see the same principle in recruiting. Companies that lead with trust, honesty, and communication are the ones candidates and clients return to. Just like great marketing, great partnerships are built on confidence that compounds over time.
From Outsourced CMO to a Scalable Empire
When Hawke Media launched, Erik took a simple idea - “your outsourced CMO” - and used it to redefine the agency model. Month-to-month contracts, a la carte services, and flexible pricing made Hawke accessible in a way others weren’t. Clients instantly understood what he stood for: strategy, transparency, and execution without long-term lock-in.
That clarity fueled Hawke’s growth into one of America’s top marketing firms. As Erik puts it, “Credibility compounds when you do what you say you’ll do.” It’s proof that differentiation doesn’t always mean disruption - sometimes it’s about doing the fundamentals better than anyone else.
The New Rules of ROI
For founders and leaders chasing quick wins, Erik offers a reality check: “You don’t test marketing - you make it work.” His 90/10 rule balances scalable systems (like paid ads, SEO, and content) with creative experimentation that helps a brand break through the noise.
He also warns against worshiping vanity metrics like ROAS (Return on Ad Spend). Real growth, he says, comes from understanding your full-funnel ROI - lifetime value, conversion cycles, and trust metrics that actually predict sustainability.
Marketing today is about patience and precision. Run campaigns long enough to collect real data. Then refine, optimize, and let compounding results do their work. “You can’t measure success after a week,” Erik says. “Give it a full cycle and watch how trust multiplies.”
Final Thoughts
Erik’s ultimate advice to founders and leaders:
“Stop building your business for anyone but yourself.”
The moment you start chasing outside expectations, you lose your edge. Build the company you’d want to work for, set clear standards, and hold yourself accountable. Your culture becomes your brand - and your brand is what your customers experience every day.
To make your brand stand out in today’s times, lead with clarity, consistency, and credibility. Those are the traits that can’t be automated.
Connect with Erik Huberman on LinkedIn or visit hawkemedia.com.
And if you’re ready to partner with a team that helps brands and leaders grow through trust and execution, visit hireclout.com.
