Episode 30 - Marketing challenger brands on a shoestring with guest Julia Kessler

Episode #30.  This episode is one that we're frequently asked to cover and Abby is delighted to have an awesome guest to talk about it... The topic is 'marketing challenger brands on a shoestring' and Abby's guest expert is Julia Kessler, co-founder of challenger soft drink brand Nix & Kix. Julia shares valuable insight into where their limited investment has maximum impact and what she does to gain clarity on who her target consumers are. Plus, how to fail fast (and learn from it) and the importance of packaging for your consumers to begin their brand experience.