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How to scale a challenger brand with Tony’s Chief Chocolonely Douglas Lamont (ex Innocent MD)
Dec 4, 2024
Douglas Lamont, Chief Chocolonely at Tony's Chocolonely and ex-CEO of Innocent Smoothie, shares his expertise on scaling challenger brands. He discusses the balance between upholding a mission and driving growth while detailing Tony's commitment to ethical practices, like eradicating child labor and ensuring fair wages in cocoa sourcing. Douglas emphasizes the importance of transparency and storytelling in building consumer trust, alongside navigating the complexities of international expansion and maintaining brand integrity.
57:18
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Quick takeaways
- Douglas Lamont discusses the balance between scaling a business and maintaining strong core values inherent to challenger brands.
- Tony's Chocolonely emphasizes its mission to eradicate child labor and promote ethical cocoa sourcing while appealing to consumers.
Deep dives
Douglas Lamont's Journey to Tony's Chocolonely
Douglas Lamont shares his extensive background in leading challenger brands, highlighting his previous role as CEO of Innocent Smoothies, where he navigated the brand through significant growth and acquisition by Coca-Cola. His early career began in a corporate finance role at KPMG before transitioning to operational roles at companies like FreeServe, where he developed a passion for branding and brand positioning. This led him to Innocent, where he exemplified the characteristics of a challenger brand, focusing on maintaining the brand’s core values while scaling operations. His new challenge at Tony's Chocolonely involves expanding the brand’s vision further, leveraging his expertise to elevate the company's purpose-driven ethos.
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Discover
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