STOP thinking like a Challenger Brand, please.

Zipping n’ zinging through the Challenger zeitgeist is a David vs. Goliath mentality.

Post BrewDog, challenger brands act like Punk Bands.

Minor Figures took a screw-that view and forged a new path.

They act like a FUNK BAND.

Stuart Forsyth, taught me: "We play our groove and let our people come dancing”

Mind-bendingly banging products.

Weird. Lurid. Wonderful.

Avant-garde, chilled-contrarians fusing music, coffee and art.

Cult-like evangelists, venerate the brand, blotching their body with Minor Figure tattoos.

Minor Figures won listings at: Waitrose & Partners, Tesco, Morrisons, Coles Group

Our conversation unshackled my noggin from the challenger-thinking straight-jacket.

My mind grooved into new forests of curiosity like a randy Truffle Pig.

Grab yourself a strong coffee, allow your mind to meander.

ON THE MENU:

1. WHY FOOD AND DRINK FOUNDER’S MUST "BITE OFF MORE THAN THEY CAN CHEW THEN CHEW LIKE HELL"

2. WHY FOOD AND DRINK BRANDS MUST THINK LIKE “FUNK BANDS” NOT “PUNK BRANDS” - TO AUTHENTICALLY STAND OUT IN CATEGORIES

3. WHY SMASHING IT IN TWO CHANNELS IS THE PREREQUISITE BUILDING A LIFESTYLE BRAND

4. WHY FOOD AND DRINK FOUNDERS MUST FALL IN LOVE WITH OBSTACLES AND CHOOSE YOUR STRUGGLE. = “I GET TO FACE THIS CHALLENGE” VS. “I HAVE TO FACE THIS CHALLENGE”

5. HOW FOOD AND DRINK FOUNDER CAN SEPARATE THEIR BUSINESS WORTH FROM THEIR SELF WORTH - “WHAT IF IT ALL ENDED TOMORROW? ”

Big thanks to Ben Vear for sorting this out.

Fully eppy goes live Monday 8am.

Cannae’ wait till then?

Other episodes in comments below.

#fmcg #podcast #challengerbrand #cpg #coffee

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164 - Welcome to the Ilia Topu-era