This week’s hot take: Most brand strategies don’t actually work. They sit in a deck, sound impressive in meetings, but never drive real growth.

James and I have seen it happen over and over - brands with great products struggling because their strategy just isn’t clear. So, we’re breaking it all down. From the myths that keep brands stuck to the must-haves of a strategy that actually moves the needle, we’re bringing the hot takes and hard truths.

We get into why strategy isn’t just a document, the power of knowing exactly who you’re for (and who you’re not), and how to craft brand positioning that truly resonates. Plus, the biggest mistake brands keep making—thinking branding is just a vibe rather than a system. (Spoiler: if you can’t explain it in a sentence, it’s not working.)

If you’re launching, scaling, or trying to figure out why your brand isn’t cutting through, this episode is for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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This week’s hot take: Most hiring processes are broken. Companies focus on the wrong things, overlook the right talent, and end up with marketing teams that don’t actually deliver.

James and I have seen it all - hiring wins, hiring disasters, and those moments when you realise you’ve brought in the wrong person for the job. So, we’re breaking it all down. From writing job descriptions that actually attract the right talent to spotting the key traits that make a marketer thrive in a fast-paced team, we’re sharing our hottest takes.

We talk about why curiosity and initiative matter more than years of experience, the surprising impact of a strong “learning diet,” and why personality can sometimes be just as important as skills in small teams. Plus, the one mistake that almost every startup makes when hiring for marketing (spoiler: they look for the wrong things).

If you’re hiring, thinking about hiring, or just want to know what makes a great marketing team tick, this one’s for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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#startupmarketing #hiringtips #howtohire #marketingstrategy #startup #job

This week’s hot take: Most brand-agency relationships fail—not because the agency isn’t good, but because the partnership is set up to struggle from the start.

James and I have had many moments lately where we’ve sat in meetings thinking, “This could have been avoided if…” So, we’re unpacking it all. From the weird power dynamics of brand-agency relationships to the absolute musts for making it work, we’re sharing our hottest takes.

We talk about the importance of transparency (yes, we do need the full picture), why treating your agency like a cost is a surefire way to get mediocre work, and when you shouldn’t hire an agency at all.

Plus, the one thing that agencies and brands both need to get better at - giving feedback (spoiler: it’s so much easier than you think).If you’re working with an agency now, thinking about hiring one, or just want to understand how to get the most out of the relationship, this episode is for you.

Let us know what you think, and if you’re feeling bold, maybe even send this episode to that client or agency… no context needed. 👀

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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Welcome to the debut episode of "The Marketing Hustle Hot Takes," where we ditch the fluff and dive straight into the juicy, unfiltered conversations setting the marketing world ablaze.

Hosted by the dynamic duo, Lottie Unwin and James Hickson, we serve up bold insights and candid advice for startups and seasoned brands alike.

Whether you're side-stepping marketing missteps or juicing up your content strategy, we're here to light your path with a dash of wit and wisdom.

Lottie here! This week’s episode is one I’ve been itching to record because startup mistakes are everywhere - and we’ve seen them all.

When I asked what topics you wanted to hear, so many of you said: the biggest mistakes founders make and how to avoid them. So here we are.

Now, let me tell you, narrowing this list down was no easy task. Between James and myself, we’ve worked with countless brands, and we’ve seen startups crash and burn over the same avoidable pitfalls.

From wasting money on ads too soon to trying to do everything yourself - in this episode, we’re breaking it all down. So, if you’re thinking about launching a business, already knee-deep in startup life, or just curious about what not to do when growing a brand, this episode is for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at Stickybeak.co/marketinghustle

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#marketingtips #startupmistakes #startuplessons #founderlessons #foundertips #strategy #startup

“You have to follow what feels right…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder of Pip & Nut, Pip Murray.

Pip & Nut is now a decade old, and has totally transformed the natural nut butter category, taking the title of the fastest growing nut butter brand in the UK.

Pip started the brand in her kitchen, after making nut butter to fuel her marathon training, and went on to trade at Maltby Street Market in Bermondsey. And with all good scale-up stories, Pip & Nut is now in seven thousand stores across the country!

They are also a proud certified B-corp and you’ll notice the logo across Waitrose, Sainsbury’s and Tesco’s to name just a few.

Tune in to hear Pip chat openly about the 10 year process of being a Founder, how to get sampling right and how sometimes you have to pull BACK on your branding.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

02:48 Navigating Brand Clarity and Identity

05:56 The Importance of Test and Learn in Branding

08:47 Challenges in Product Innovation and Market Fit

12:06 Expanding into New Product Categories

14:50 Marketing Strategies for Competitive Categories

18:09 Sampling and Consumer Engagement Strategies

20:56 The Shift from Grocery to Impulse Marketing

27:02 The Role of PR in Modern Marketing

30:07 Social Media Strategy and Content Creation

32:55 Keeping the Team Close to the Customer

39:09 Understanding Family Dynamics in Marketing

43:31 The Nuances of Consumer Decision-Making

49:07 Building a Cohesive Marketing Team

51:57 Navigating Brand Evolution and Consumer Needs

54:42 Decision-Making Frameworks in Marketing

01:01:09 Establishing Brand Clarity and Guidelines
Connect with Pip: https://www.linkedin.com/in/pippamurray/ Explore Pip & Nut: https://www.pipandnut.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

“They had men seeing how they’d insert a tampon with our tampon microphone…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder and Chief Brand Officer of Here We Flo, Susan Allen Augustin.

Here We Flo began in 2016 and since day one the brand has been on a mission to create a world where people feel confident and empowered about life’s messiest moments, i.e periods.

They focus on creating plant-based personal care products and are known for their funny, feminist and fierce tone, whilst tackling sustainability AND stigma, all in one go.

Susan is a breath of fresh air on the pod floor as she dives into the power of period humour, Netflix show partnerships and that Bridgerton period spoof ad.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

02:24 The Journey of Grocery Distribution

05:57 Designing for Retail Success

08:34 Building a Brand from the Ground Up

11:14 The Role of Direct-to-Consumer (D2C) Strategy

12:36 The Co-Founders' Dynamic

15:49 Defining Marketing's Purpose

18:05 The Power of Emotional Branding

22:04 Leveraging Humor in Marketing

25:12 Strategic Partnerships and Negotiation Tips

26:37 Building Brand Partnerships

30:49 The Importance of Clarity in Branding

33:07 Marketing Team Evolution

35:58 Recruitment Strategies for Marketing

39:19 Navigating Personal Branding

43:04 Gender Dynamics in the Workplace

Connect with Susan: https://www.linkedin.com/in/susan-c-allen-augustin-5b305b4/

Explore Here We Flo: https://www.hereweflo.co/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

“Your email inbox is not your to-do list…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of Unplugged, Hector Hughes. 

If your New Year resolution is to spend less time on your screens, you’re in the right place!

Hector came up with the idea of digital detox cabin stays whilst on a 2-week silent retreat in the Himalayas. The brand has now grown to 30 cabins across the UK and most recently to the remote rolling hills of Spain… you escape the busyness of everyday and lock your phone away for a few days, allowing you to be truly present.

Unplugged have made it their mission to encourage people to ‘unplug’ in a growing digital demand world, after Co-Founders Hector and Ben struggled with burnout in the tech start-up world.

Hector speaks candidly about how most marketing is a waste of time, how you can become less attached to your phone and the balance of social life and solitude.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

[03:09] Scaling the Unplugged Brand

[05:59] The Unique Selling Proposition of Unplugged

[08:54] Marketing Strategies and Customer Acquisition

[11:52] Challenges in Supply and Demand

[15:13] Cultural Significance and Brand Positioning

[18:02] The Role of the Marketing Team

[20:53] Personal Practices for Staying Unplugged

[25:37] Challenging Assumptions in Communication

[30:29] Prioritizing What Truly Matters

[35:51] The Balance of Social Life and Solitude

[39:42] The Journey to Becoming a Reader

[41:09] Cultivating Kindness and Compassion

[45:27] Playing the Infinite Game of Entrepreneurship

Connect with Hector: https://www.linkedin.com/in/hector-hughes-10082195/

Explore Unplugged: https://unplugged.rest/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

“You see some people go mega viral, but that engagement's not gonna get you anything… ”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the CEO & Co-Founder of Flexa careers. 

Flexa is a workplace platform, allowing people to discover companies that make them unique in this modern world. Molly aims to build a better future of work, by bringing transparency to a ‘horribly opaque job hunting process’.

Flexa is now used by 3 million people all over the world, and trusted by global names like Mars, and BT to build inclusive employer brands that attract aligned talent. She is also the Co-host of podcast show ‘Working on it’ where she busts all the workplace myths with a very open and honest approach.

Tune in to hear Molly chat about her personal growth on LinkedIn, highlighting her humble beginnings to now having 75k followers, plus so much more.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know.

Now let’s get stuck in!

Chapters:

[02:50] The Power of LinkedIn for Business Growth

[05:55] Navigating Work-Life Integration vs. Balance

[09:08] Role Modeling and Individuality in the Workplace

[11:56] Understanding Flexible Working Expectations

[14:55] The Complexity of Work-Life Dynamics

[17:49] Candidate Strategies for Navigating Work Culture

[21:08] Performance Management in a Flexible Environment

[23:58] Brand Building in B2B Spaces

[27:25] Building a Strong Brand Identity

[31:07] The Art of Sales and Education

[39:20] Mastering Webinars for Engagement

[43:02] Navigating TikTok Challenges

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 

Connect with Molly: https://www.linkedin.com/in/molly-johnson-jones/

Explore Flexa: https://flexa.careers/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://www.up-club.co/?utm_source=MarketingHustle&utm_medium=podcast&utm_campaign=marketing_hustle_podcast 

“Big budget energy is about getting more value…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of NICE wine, Jeremy May. 

NICE began when two freelancers joined forces to take over the world of canned wine. They went on to become known as the start-up with bold ideas, standing out on the shelves and also in aeroplane magazines.

They are a masterclass of big budget energy.

Tune in to hear Jeremy chat about their Travis Kelce hoax, what the traits are of the best marketers, and how entrepreneurial spirits form part of their hiring strategy… along with some great facts about wine, of course.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[02:52] The Importance of Marketing and Distribution

[06:07] Building a Strong Marketing Team

[08:58] Understanding Marketing Beyond Campaigns

[12:08] Product Development and Market Positioning

[14:57] Innovations in Wine Packaging

[17:49] Consumer Behavior and Market Trends

[21:05] Expanding Product Range and Consumer Choices

[24:01] Navigating the On-Trade Market

[32:19] Brand Identity and Product Innovation

[34:15] The Role of Marketing in Product Launches

[36:36] Big Budget Energy: Maximizing Impact with Limited Resources

[40:43] Adapting Marketing Strategies in Uncertain Times

[48:12] The Traits of Successful Marketers

[51:01] Collaborative Brainstorming for Creative Ideas

[54:43] Learning from Failures in Marketing Campaigns

[58:48] The Future of AI in Marketing

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 
Connect with Jeremy: https://www.linkedin.com/in/jeremy-may-0a645614/

Explore NICE: https://nice-drinks.co.uk/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

“What makes a great marketer? People who realise that the consumer isn’t them…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of BOTIVO, Imme Ermgassen. 

BOTIVO have taken non-alc, indulgent drinks to a whole new level with their magnetising brand visuals, and confidently stand for artisanal hedonism, in a world where we are told less is best.

They're on a mission to make a great drink that does not live in opposition to alcohol, but in a category of its own.

Tune in to hear Imme chat about creating an incredible storybook of brand characters, balancing founder life as a mum of twins and what really makes a good marketer.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[01:33] Introduction to Bativo 

[03:13] The Role of a Founder and Balancing Responsibilities

[06:00] Building a Strong Brand Strategy

[08:53] Cultural Insights and Consumer Understanding

[11:55] Artisanal Hedonism: The Brand's Core Philosophy

[14:51] The Importance of Clarity in Brand Messaging

[18:02] Navigating the Challenges of Marketing and Distribution

[21:04] Addressing Ageism in Marketing

[24:07] Creating a Diverse Brand Character

[26:49] The Learning Curve of Running a Startup

[29:56] The Need for Consumer Feedback

[33:11] Final Thoughts and Call to Action

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 

Connect with Imme: https://www.linkedin.com/in/immeermgassen/

Explore BOTIVO: https://www.botivodrinks.com/our-story

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World: https://www.up-club.co/?utm_source=MarketingHustle&utm_medium=podcast&utm_campaign=marketing_hustle_podcast