Joel Catone

Founder, Miss Leanne's Standard & Catone Brands, Fractional CMO

Joel Catone is a serial entrepreneur and brand builder whose career has spanned the glitz of Super Bowl advertising and the grind of garage startups. With nearly 20 years in marketing, Joel managed digital strategy for high-stakes campaigns, including Audi's infamous 'Green Police' Super Bowl ad and Jaguar spots, orchestrating multimillion-dollar war rooms where every second of airtime was scrutinized. [Mornings in the Lab YouTube](https://www.youtube.com/watch?v=6pHKat5a1Y8) He worked directly under Gary Vaynerchuk at VaynerMedia, absorbing lessons in hustle, authenticity, and values-driven branding that would define his future ventures. There, he honed skills in digital marketing, helping brands cut through noise with genuine connection rather than gimmicks. But Joel's path took a pivotal turn when he left corporate heights to launch his own ventures. He co-founded Fuzzy, initially a cannabis-infused seltzer that pivoted to sparkling functional coffee amid regulatory hurdles, proving his adaptability in consumer products. [Mornings in the Lab YouTube](https://www.youtube.com/watch?v=6pHKat5a1Y8) Today, as founder of Catone Brands and creator of Miss Leanne's Standard cleaning products, Joel channels personal inspiration—his wife's insistence on intentional, non-toxic ingredients—into patented solutions for everyday cleaning. What started as a garage experiment has grown into a mission to elevate household standards with soulful, effective products free from harsh chemicals. As a fractional CMO, he empowers small businesses to scale authentically, blending big-agency tactics with entrepreneurial grit. Joel's story is one of bold pivots: from $5M ad budgets to bootstrapped innovation, always prioritizing people and purpose over profit alone. His insights on brand building, pivoting under pressure, and the psychology of consumer trust make him a compelling voice for founders navigating 2026's volatile market.

Key Insights from Joel Catone

Managed digital strategy for Audi and Jaguar Super Bowl ads

— Joel Catone on Super Bowl Marketing

Worked directly under Gary Vaynerchuk at VaynerMedia

— Joel Catone on Gary Vee Lessons

Pivoted Fuzzy from cannabis seltzer to sparkling coffee due to regulations

— Joel Catone on Product Pivot

Filed patent for cleaning product inspired by wife's ingredient standards

— Joel Catone on Garage Startup

Notable Quotes from Joel Catone

From $5M Super Bowl war rooms to garage cleaning products—that's the entrepreneurial pivot.

— Joel Catone

Working for Gary Vee taught me: give value first, always.

— Joel Catone

Frequently Asked Questions about Joel Catone

What was it like working on Super Bowl ads for Audi and Jaguar?

Joel describes the intense war room atmosphere where teams dissect every frame of a $5M spot like the Audi 'Green Police' ad, which sparked controversy but garnered massive buzz. Planning starts months ahead, balancing creativity with client demands and media buys. It's high-stakes poker with brands' reputations on the line. [Mornings in the Lab YouTube](https://www.youtube.com/watch?v=6pHKat5a1Y8)

How did working for Gary Vee shape your approach to branding?

Under Gary Vaynerchuk, Joel learned to prioritize empathy, hustle, and genuine connection. Gary's mantra of 'jab, jab, jab, right hook'—give value relentlessly before asking—became core. It shifted focus from slick ads to content that resonates, helping brands build loyal communities in a skeptical world. [Mornings in the Lab YouTube](https://www.youtube.com/watch?v=6pHKat5a1Y8)

Why did you start Miss Leanne's Standard cleaning products?

Inspired by his wife's quest for clean, effective products without toxins, Joel patented a formula blending safety and power. Launching from his garage, it embodies values-first innovation, targeting consumers tired of harsh chemicals. It's part of his mission to make premium cleaning accessible. [Mornings in the Lab YouTube](https://www.youtube.com/watch?v=6pHKat5a1Y8)

What advice do you have for pivoting from corporate to entrepreneurship?

Leverage your network and skills, but embrace the grind. Joel stresses testing ideas fast, listening to customers, and staying true to values. Pivots like Fuzzy's show resilience pays off—regulations forced change, but sparkling coffee found a niche. Start small, scale with proof. [Mornings in the Lab YouTube](https://www.youtube.com/watch?v=6pHKat5a1Y8)

Joel Catone — Areas of Expertise

  • Brand Building
  • Super Bowl Advertising
  • Entrepreneurship
  • Digital Marketing
  • Product Innovation
  • Gary Vaynerchuk Strategies
  • Super Bowl ad guy
  • brand builder
  • went from Super Bowl ads to homemade cleaning products

Joel Catone — Show Appearances

  • Mornings in the Lab (2025-06-09)

Joel Catone — Signal Brief

Signal Score: 6/100

Generated 2026-04-16T01:26:33.201Z