How to compete in a hyper competitive market with Jan Verlinden.
May 19, 2024
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Entrepreneur Jan Verlinden discusses building Belgian lemonade brand Ritchie using unique marketing tactics. Topics include brand strategy importance, unique packaging, brand consistency, and competing in a hyper-competitive market.
Leveraging existing brand elements can create a visually appealing product in a competitive market.
Strategic market entry and persistence are crucial for sustainable growth in a hyper competitive landscape.
Deep dives
Jan Verlinden's Journey with SODA Brand Ritchie
Jan Verlinden, founder of SODA brand Ritchie, shares his entrepreneurial journey of reviving his favorite childhood soft drink. Coming from a family with a history in brewing, Jan recognized the potential of Ritchie's brand and decided to relaunch it. Challenging the limitations of big FMCG companies, Jan ventured into a competitive market, driven by his passion and marketing expertise.
Brand Building with a Strong Foundation
Starting with a rich history of the brand, Jan leveraged the existing logo, packaging, and name of Ritchie to create a visually appealing and high-quality product. Understanding the significance of design, Jan invested in creating a distinctive bottle that stood out in a competitive market. By focusing on packaging, quality, and storytelling, Ritchie aimed to establish a premium brand identity from the start.
Strategic Market Penetration and Growth
Facing the challenge of gaining initial traction, Jan strategically targeted Horacker establishments as a channel to introduce Ritchie to consumers. By gradually expanding into retail outlets and adopting a meticulous growth strategy, Ritchie aimed to build brand awareness and ensure a steady market presence. Through deliberate market entry and persistence, Ritchie pursued sustainable growth in a competitive landscape.
Navigating Marketing Realities and Success Metrics
Acknowledging marketing's critical role in brand success, Jan emphasized the importance of strategic branding and consistent messaging. Highlighting the struggle for marketers to secure executive buy-in, Jan stressed the need to demonstrate the long-term value of brand building efforts. By blending marketing theory with practical insights, Jan emphasized the balance between immediate results and long-term brand equity for sustained success.
Discover the captivating marketing story of Ritchie, a Belgian lemonade brand built from strong marketing principles by entrepreneur/marketer Jan Verlinden (ex Pepsi-co). Learn how Jan leverages his experience at big brands to grow Ritchie through unexpected marketing channels and tactics to expand his market share gradually.
* Check out Ritchie, the amazing brand Jan is building
* The book about the Ritchie story (online in Dutch)
Creative business company
One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company.
That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective.
They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads and drive sales.
So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com
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