Photo via Entrepreneur
Mat Best, founder of Black Rifle Coffee, made an unconventional choice this Memorial Day season. Rather than launching a flash sale or promotional discount to capitalize on the holiday, he directed resources toward creating a music video titled 'Folded Flag'—a tribute that reflects the company's core values around military service and sacrifice. According to Entrepreneur, this decision underscores a broader philosophy about brand building that prioritizes authentic mission over short-term revenue tactics.
For Nashville-area entrepreneurs building companies in competitive markets, Best's approach offers a relevant case study in differentiation. The veteran founder has built Black Rifle Coffee into a recognizable national brand by consistently aligning marketing efforts with the values his customer base shares. Rather than chasing every seasonal sales opportunity, the company invests in content and campaigns that reinforce its identity—a strategy that can inspire local business leaders seeking to stand out beyond price competition.
Best emphasizes that building a brand rooted in genuine purpose requires discipline and clarity about what a company stands for. This extends beyond social media lip service to tangible business decisions: which causes to support, how to speak to customers, and where to allocate marketing budgets. According to the source, this intentionality has helped Black Rifle Coffee develop customer loyalty that transcends typical retail relationships, creating a community rather than just a customer base.
For entrepreneurs in Nashville's growing startup and retail sectors, the lesson is clear: sustainable competitive advantage increasingly comes from authenticity and purpose-driven storytelling. Whether building a coffee brand, a tech startup, or a service business, leaders who articulate a genuine mission and make business decisions that reflect it often build stronger, more resilient organizations than those chasing every promotional opportunity.
