HUNGRY.

"But I’m not a big brand with a big budget, where do I start?" 

“WTF?! - what brand am I even trying to create?"

“Ye but, How do I stand out in crowded categories?"

Need answers to these questions??

Keep reading — 

Last week, I interviewed Lottie Unwin, Founder of The Copy Club and Ex-PROPER Head of Marketing. 

Lottie has the ability to cut through the “marketing jargon" and KEEP. IT. SIMPLE.

We talk lots about my good friends over at Dr. Wills who’ve embraced the old school grit and hustle to drive ROS at their Tesco listing. 

ON THE MENU: 

1. HOW EARLY STAGE FOUNDERS CAN GO ABOUT FINDING THEIR UNIQUE VOICE TO STAND OUT IN CROWDED CATEGORIES 

2. HOW BRANDS CAN TURN THEIR FIRST 10 CUSTOMERS INTO DIE HARD RAVING FANS TO FIND ANOTHER 10,000 CUSTOMERS

3. WHERE LOTTIE WOULD SPEND HER FIRST £500 TO GET OUT THE BLOCKS IF SHE WERE AN EARLY STAGE FOUNDER 

4. WHY VULNERABILITY IS YOUR GREATEST STRENGTH AS A HUMAN BEING AND A BRAND 

5. THE LOST ART OF HUSTLE - WHY YOU DON’T NEED BRASH BOARD ROOM BUDGETS

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Shutting restaurants and pubs shut off peoples's happiness.

Eating out is irrevocably life’s greatest pleasure. 

Walking through a restaurants doors abruptly melts away stiff-edges of stressful day. 

Swift service lays the table for an evening of delicious conversation with loyal friends. 

In a world overcooked with data and technology, a plate of food is the umbilical cord back to the bosom of intuition and creativity. 

Food never judges, only cuddles. 

Fold in some Malbec and neighbouring chitter-hatter and delicate - soothing caramel for the synapses.

HEAVEN.

This week, I’m excited to have my great friend Amelia Christie Miller, Head of Sales and Marketing at Food Chain on the Podcast.

ON THE MENU:

1. WHAT ARE THE MOST UNDERRATED D.I.Y KITS FROM SMALLER NEIGHBOURHOOD RESTAURANTS

2. HOW TO GET RESTAURANT QUALITY INGREDIENTS DELIVERED TO YOUR DOOR DURING LOCKDOWN 2.0 

3. WHAT CHARACTERISTICS WE CAN LEARN FROM LONDON’S TOP CHEFS 

4. WHY THE PANDEMIC WILL ACTUALLY BENEFIT THE LONDON FOOD SCENCE LONG TERM

5. LONDON’S BEST PUDDING

6. LONDON’S THE BEST CHEAP EAT 

7. LONDON’S BEST SOURDOUGH AND BUTTER

8. BEST FOODIE INSTA ACCOUNTS TO FOLLOW

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I had the joy of interviewing Guy Hacking founder of TRIBE .

Guy is an absolute MACHINE -  he ran 39 Marathons in 39 days in aid of fighting child trafficking and has built a big brand in an unconventional way.  

I learnt BUCKET LOADS from this interview!!  

ON THE MENU: 

1. Be Authentic + Consistently show up + Lots of time (and failures) = SUCCESS  

2. No food and drink startup journey is ever linear - it’s squiggly, left-right, side-to-side, up-down journey.

3. In Running/Business/Life always remember, The Good will pass and Bad will pass.

4. Building a die-hard following is crucial to success. But always seek objective feedback from “outsiders” who won’t blow smoke up your arse. Have your blind spots covered.

5. Your packaging/brand can have all the "Bells and Whistles” in the world. But in Food and Drink, your product must taste BANGING to drive Rate of Sale.

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Last week, I interviewed the fantastic and knowledgeable Zoe Howorth for Episode 4 of ManiLife Conversations. 

Zoe has 23 years of experience working for World-leading brands at Proctor & Gamble and Coca-Cola. Recently, Zoe's moved to a Non-Ex role at SME brands in different industries: Water Babies, Houston PR and Play Finder. 

Giving Zoe a very unique and holistic view of what makes Great Brands and successful businesses.

My goal with the episode was to unpack Big Brand Lessons that small Challenger brands could implement immediately to accelerate their growth. 

The episode DID NOT disappoint, it was tremendously insightful and super fun. 

ON THE MENU: 

1.  WHAT ARE THREE 3 DO’S AND DON’TS WHEN  BUILDING A REALLY SUCCESSFUL, EVERGREEN CHALLENGER BRAND

2. HOW TO FIND A "GAP IN THE MARKET” AND A “MARKET IN THE GAP” WHEN DEVELOPING YOUR NEW IDEA

3. WHY GREAT PACKAGING IS ESSENTIAL FOR SUCCESS AND THE DO'S AND DON'TS OF DEVELOPING GREAT PACKAGING

4. WHAT ARE THE 1-3 POINTS THAT DEVELOP GREAT PITCHES FOR RETAIL BUYERS, THAT MOST CHALLENGER FOOD AND DRINK BRANDS FORGET TO INCLUDE 

5. IF ZOE HAD ONLY A £1000 MARKETING BUDGET TO DRIVE TRIAL AT A BIG FOUR LISTING, WHERE WOULD SHE SPEND IT AND WHY?

6. IF ZOE WERE TO GO BACK TO COCA-COLA WITH EVERYTHING SHE KNOWS NOW WHAT SHE’D DO DIFFERENTLY AND WHY?

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Alastair is the ex Marketing Director of Invesco and FTSE International.

Today, he is the founder of Linguabrand, which work with ADIDAS, Cadburys NZ, Johnson & Johnson and Beam Suntory.

They use Artificial Intelligence and Psychology to listen intently to consumers, and the brands they could choose from, to:

ON THE MENU:

1. Understand WHY consumers pick up brands off supermarket shelves

2. Learn THREE types of language to communicate EFFECTIVELY with consumers.

3. Understand HOW brands must position themselves in crowded markets to INCREASE SALES.

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Yesterday, I had a delightful conversation with Olly Hiscocks from OLLYS for

We ran slightly over 30 mins - yup, time flies when you’re knee deep in chinwag!

ON THE MENU:

1. HOW TO SELL YOUR STORY AS A BRAND, HOW OLLY GOT HIS OLIVES INTO SAINSBURYS

2.  HOW TO STAND OUT VS. BIG CORPORATES WITH BIG BUDGETS.

3.  HOW TO POLITELY HARRAS/PATIENTLY PERSIST WITH BUYERS - (DON’T SEND: “CAN I HAVE A MEETING EMAILS”)

4.  HOW TO USE N.P.D TO STAY RELEVANT - FOCUSING ON CORE VS. PUSHING NEW LINES

5.  WHEN IT GOES WRONG WITH BUYERS - CLANGERS’ R’ US.

6.  HOW TO COMBINE STORY AND DATA TO DELIVER A SHOW-STOPPING PITCH

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A couple of weeks ago, I recommend a book by David Gluckman called "That Sh*t Will Never Sell"

It's fantastic.

David and I have talked in great depth about all things Food and Drink.

We decided to film one of our conversations to help other challenger brands.

There’s a lesson in execution here:

Did I have any idea what I was doing? Absolutely not.

Was the sound quality shoddy? YES.

Can I sit still? No.

Was I nervous? Yes.

Could it be improved? Absolutely.

If you've got an idea, execute IMMEDIATELY.

For too long, I was crippled by fear of failure and insecurity.

The faster you take action, the less breathing space you give fear to bubble up and slow you down.

The hardest thing with any idea is STARTING. Once you start you build momentum and can iterate, improve as you go.

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