Giles Brook, investor in consumer goods and food enthusiast, returns to talk about brand growth challenges and strategies. He explains why brands often stall between £2-5 million and how to break free. Giles emphasizes the importance of defining your brand's consumer need and communicates the difference between shopper and consumer data. The discussion also touches on the power of community in marketing and the significance of hiring exceptional talent. With insights from brands like Vita Coco and Riya All The Aunties, this is a must-listen for aspiring entrepreneurs.
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insights INSIGHT
Power of a Clear Brand Why
A brand's 'why' must meet a current or unmet need state to scale successfully.
Clear communication of this 'why' to both consumers and trade buyers is crucial for growth.
volunteer_activism ADVICE
Own One Power SKU
Focus your brand on owning one strong product or occasion rather than many small products.
A power SKU makes it easier to gain traction with buyers and market effectively.
volunteer_activism ADVICE
Leverage Consumer and Shopper Data
Use affordable, fast consumer research platforms to quickly understand your target audience.
Combine this with shopper data to know who actually purchases your product for better marketing.
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DEE-lighted to welcome back the OG Giles Brooks on to the poddy. Recorded at our supper club at The Drapers Arms a coupla weeks ago. So many brands get stuck in the £2 - £5 million pond
The trough of sorrow
The dip
The grind
Giles, as always, gives super straightforward answers to complicated problems
HUGEEEE WHOPPIN thanks to the Data Donnies North Star for making this happen
ON THE MENU:
Why brands get stuck in the £2 - 5 mill pond and don’t become house hold brand
How big is your brand WHY really: does your brand better meeting a current need state or unlock a new need state that hasn’t been met yet
Why you MUST communicate your brand’s shopper + consumer WHY to trade regularly
Vita Coco’s Secret Consumer Triangle for buyers: where do you pull in consumers from? performance, health, 0g sugar
How SURREAL used LinkedIn as a sales channel to bring in 35% of their sales
Riya All The Aunties: how do you create a category from scratch? “focus on the need state” + addressable audience + use other categories to demonstrate size of opportunity
The SIMPLE way to House Hold Brand: just own ONE occasion. 20% consumers drive 70% of revenue
Bear Snacks: How to use Shopper vs. Consumer Data to inform marketing: “who’s eating” vs. “who’s buying”
Founders PLEASE ALLOW great talent to LEAVE: always take a 10/10 hire for 3 years vs. a 6/10 hire for 7 years
1000 true fans to 100,000 secondary fans rule: How do you help your consumers feel like they’ve DISCOVERED your brand so they garner Status + Connection
Keep The Main Thing, The Main Thing: always invest in proximity to purchase
Giles’ Bullet Proof Marketing Plan to ensure any new Grocery listing is a SUCCESS
HUNGRY.