DEE-lighted to welcome back the OG Giles Brooks on to the poddy. Recorded at our supper club at The Drapers Arms a coupla weeks ago. So many brands get stuck in the £2 - £5 million pond

The trough of sorrow

The dip

The grind

Giles, as always, gives super straightforward answers to complicated problems

HUGEEEE WHOPPIN thanks to the Data Donnies North Star for making this happen

ON THE MENU:

1. Why brands get stuck in the £2 - 5 mill pond and don’t become house hold brand
2. How big is your brand WHY really: does your brand better meeting a current need state or unlock a new need state that hasn’t been met yet
3. Why you MUST communicate your brand’s shopper + consumer WHY to trade regularly
4. Vita Coco’s Secret Consumer Triangle for buyers: where do you pull in consumers from? performance, health, 0g sugar
5. How SURREAL used LinkedIn as a sales channel to bring in 35% of their sales
6. Riya All The Aunties: how do you create a category from scratch? “focus on the need state” + addressable audience + use other categories to demonstrate size of opportunity
7. The SIMPLE way to House Hold Brand: just own ONE occasion. 20% consumers drive 70% of revenue
8. Bear Snacks: How to use Shopper vs. Consumer Data to inform marketing: “who’s eating” vs. “who’s buying”
9. Founders PLEASE ALLOW great talent to LEAVE: always take a 10/10 hire for 3 years vs. a 6/10 hire for 7 years
10. 1000 true fans to 100,000 secondary fans rule: How do you help your consumers feel like they’ve DISCOVERED your brand so they garner Status + Connection
11. Keep The Main Thing, The Main Thing: always invest in proximity to purchase
12. Giles’ Bullet Proof Marketing Plan to ensure any new Grocery listing is a SUCCESS

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