Offcuts Ep 140: Is saying ‘no’ the most powerful brand strategy? With Luke Hodgson
Feb 12, 2025
In this discussion, Luke Hodgson, co-founder of Commerce Thinking and High Cohesion, shares insights on brand strategy after his recent time in LA. He delves into the cultural differences in business approaches between the US and the UK, highlighting unique challenges and opportunities. Luke emphasizes the power of saying 'no' as a strategic asset for brand identity, illustrating this with examples from successful brands. The conversation also navigates the complexities of brand integrity amid growth and the cyclical nature of fashion trends.
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Liquid Death Exits UK
- Liquid Death, a canned water brand, exits the UK market, citing production limitations.
- The brand's founder, a former advertising guy, was inspired by punk rock and festivals.
US Market Focus
- Liquid Death's UK exit may be due to market prioritization and humor translation challenges.
- The US market offers significant opportunities, making international expansion less crucial.
Ethical Sweatshop Parody
- Ula Butler's 'Ethical Sweatshop' uses child 'actors' to parody exploitation in fashion.
- The project highlights how such exploitation is often accepted in supply chains.