The Diary Of A CEO with Steven Bartlett Moment 106 - Marketing Principles That Made Brewdog Billions: James Watt
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Apr 21, 2023 In this insightful conversation, James Watt, co-founder of BrewDog, shares his journey in building a billion-dollar brand through inventive marketing tactics. He reveals how BrewDog achieved significant brand awareness without a marketing budget by being intentionally provocative. James discusses their bold move of changing names to 'Elvis' amidst a copyright challenge and their commitment to authentic beer production. With anecdotes on defying industry norms, this dialogue emphasizes creativity as a key driver over financial clout.
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Brewdog's Marketing Tests
- Employ two tests for marketing efforts.
- Ask if other businesses would do it and if it yields 10x returns compared to competitors.
Brewdog's Provocative Marketing
- Brewdog gained recognition with no budget through intentionally provocative stunts.
- These included driving a tank through London and throwing taxidermied cats from a helicopter.
Brewdog vs. Portman Group
- To expose the Portman Group, Brewdog complained about their own beer.
- They believed the group, funded by large breweries, stifled small businesses.