Giles Brook Supper Club: NO WONDER Your brand is stuck at £2- 5 Million (just do this mate)

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 pondThe trough of sorrowThe dipThe grindGiles, as always, gives super straightforward answers to complicated problemsHUGEEEE WHOPPIN thanks to the Data Donnies North Star for making this happenON THE MENU:Why brands get stuck in the £2 - 5 mill pond and don’t become house hold brandHow 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 yetWhy you MUST communicate your brand’s shopper + consumer WHY to trade regularlyVita Coco’s Secret Consumer Triangle for buyers: where do you pull in consumers from? performance, health, 0g sugarHow SURREAL used LinkedIn as a sales channel to bring in 35% of their salesRiya 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 opportunityThe SIMPLE way to House Hold Brand: just own ONE occasion. 20% consumers drive 70% of revenueBear 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 years1000 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 + ConnectionKeep The Main Thing, The Main Thing: always invest in proximity to purchaseGiles’ Bullet Proof Marketing Plan to ensure any new Grocery listing is a SUCCESS