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3min chapter
Moment 106 - Marketing Principles That Made Brewdog Billions: James Watt
The Diary Of A CEO with Steven Bartlett
Introduction
Brudog's marketing thesis is very, very different to pretty much nearly all brands in this country. We've got two simple tests that we apply to everything that we do from a market perspective. The first test is would or could another business do this thing? And if the answer is yes, we've got to seriously consider why we're doing it. If I spend a pound on this, is it going to give me 10 extra turn compared to how a competitor would spend that pound? So we are in an industry dominated by global behemoths of businesses who are hundreds of times our size and we want to close that gap.
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