How should your Approach to Marketing Investment Change as you become a Grown-up Brand?

08/12/20 • 43 min

Mark Mulhern is a Brand Performance Coach with a spectacular CV in brand advertising and through-the-line Marketing investment. He’s worked agency-side for the past 20+ years managing advertising accounts worth £100M of pounds and dollars, for clients such as Mars, Unilever, McDonalds, Amazon, Virgin and Sainsbury’s.

If you’ve listened to the first few episodes of Series 1 of Brand Growth Heroes, you’ll know that one of the New 4Ps of Transformational Growth is PROCESS – how insurgent brands define and attack challenges differently to incumbent or less successful brands.

One of these challenges is managing the transition of how you approach your MARKETING INVESTMENT as a start-up, vs. how you think about it and deliver it as an emerging brand with a serious growth trajectory.

If you’ve been pootering along nicely with sampling and social media, but recognise that the time has come to get your head around what a more strategic approach looks like, then this episode is for you.

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If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify

& SHARE it on your social media

Previous Episode

Child labour in your Chocolate? Warning - it's worse than it was. Tony’s Chocolonely UK update episode.

How many of us eat chocolate or other cocoa-based products without realising – and this is deadly serious – that we could be unwittingly funding child labour and even child slavery in West Africa?

Almost a year ago, we interviewed Ben Greensmith, the UK country manager of Tony’s Chocolonely, and we heard how this amazing company is trying to change the cocoa industry and eradicate child labour and childhood slavery. If you’d like to listen to this episode, look for Series 1 Episode 8 (SE1Ep8) on your podcast player.

A month or so ago, I learned that the level of child labour in West African cocoa farms had actually increased over the past 10 years, which just really shocked and saddened me.

In this special catch-up episode, I asked Ben to bring us up to speed with the situation in West Africa, as well as share with us how Tony’s Chocolonely is doing in the U.K. market since its launch.

If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify

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S2EP12 Timestamps to follow.

Next Episode

Oatly: the Insurgent Brand on Everyone's Lips. The 5 levers the UK team pulled to drive the business's #transformationalgrowth

The case study in Category transformation that is on everyone’s lips right now is Oatly.

But did you know that Oatly has been around for 30 years in the Dairy Alternatives Category?

It’s only really in the past 5 years that something has changed massively, at least in the UK market.

In 2016, Oatly’s UK revenue was around £6M, but this year they are looking at hitting around £75M!

If you want to know how they did this, then you’re in luck! We spoke to Ishen Paran, UK Country Manager who told us about the 5 levers that he and the Oatly UK team have pulled to drive this incredible growth...

#oatmilk #oatly #transformationalgrowth #brandgrowthheroes #plantbased

If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify

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