Brent Hocking

Brent Hocking is Tom Rinks’ childhood friend and the founder figure behind DeLeon Tequila in Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023). He wanted to enter the spirits business with a high-end tequila brand, giving Rinks Canetti a luxury consumer-brand project before Sun Bum.

The episode uses Brent’s tequila project to show Tom’s broader thesis that people buy brands partly because of how those brands let them feel about themselves.

Connections

• DeLeon Tequila - brand he founded.
• Tom Rinks, Rene Kennedy, and Rinks Canetti - branding partners.
• Emotional Brand Relationship and Visual Brand System - concepts illustrated by the DeLeon work.