Big Brand Lesson For Small Brand Success with Ex Coca Cola Marketing Director, Zoe Howorth
10/25/20 • 34 min
Last week, I interviewed the fantastic and knowledgeable Zoe Howorth for Episode 4 of ManiLife Conversations.
Zoe has 23 years of experience working for World-leading brands at Proctor & Gamble and Coca-Cola. Recently, Zoe's moved to a Non-Ex role at SME brands in different industries: Water Babies, Houston PR and Play Finder.
Giving Zoe a very unique and holistic view of what makes Great Brands and successful businesses.
My goal with the episode was to unpack Big Brand Lessons that small Challenger brands could implement immediately to accelerate their growth.
The episode DID NOT disappoint, it was tremendously insightful and super fun.
ON THE MENU:
1. WHAT ARE THREE 3 DO’S AND DON’TS WHEN BUILDING A REALLY SUCCESSFUL, EVERGREEN CHALLENGER BRAND
2. HOW TO FIND A "GAP IN THE MARKET” AND A “MARKET IN THE GAP” WHEN DEVELOPING YOUR NEW IDEA
3. WHY GREAT PACKAGING IS ESSENTIAL FOR SUCCESS AND THE DO'S AND DON'TS OF DEVELOPING GREAT PACKAGING
4. WHAT ARE THE 1-3 POINTS THAT DEVELOP GREAT PITCHES FOR RETAIL BUYERS, THAT MOST CHALLENGER FOOD AND DRINK BRANDS FORGET TO INCLUDE
5. IF ZOE HAD ONLY A £1000 MARKETING BUDGET TO DRIVE TRIAL AT A BIG FOUR LISTING, WHERE WOULD SHE SPEND IT AND WHY?
6. IF ZOE WERE TO GO BACK TO COCA-COLA WITH EVERYTHING SHE KNOWS NOW WHAT SHE’D DO DIFFERENTLY AND WHY?
Want more Content? Follow on LinkedIn and Instagram
🤝 Let's Connect!
►Let’s link-up here (https://www.linkedin.com/in/daniel-pope/)
►Stalk me here (https://www.instagram.com/_hungry.pod/)
Last week, I interviewed the fantastic and knowledgeable Zoe Howorth for Episode 4 of ManiLife Conversations.
Zoe has 23 years of experience working for World-leading brands at Proctor & Gamble and Coca-Cola. Recently, Zoe's moved to a Non-Ex role at SME brands in different industries: Water Babies, Houston PR and Play Finder.
Giving Zoe a very unique and holistic view of what makes Great Brands and successful businesses.
My goal with the episode was to unpack Big Brand Lessons that small Challenger brands could implement immediately to accelerate their growth.
The episode DID NOT disappoint, it was tremendously insightful and super fun.
ON THE MENU:
1. WHAT ARE THREE 3 DO’S AND DON’TS WHEN BUILDING A REALLY SUCCESSFUL, EVERGREEN CHALLENGER BRAND
2. HOW TO FIND A "GAP IN THE MARKET” AND A “MARKET IN THE GAP” WHEN DEVELOPING YOUR NEW IDEA
3. WHY GREAT PACKAGING IS ESSENTIAL FOR SUCCESS AND THE DO'S AND DON'TS OF DEVELOPING GREAT PACKAGING
4. WHAT ARE THE 1-3 POINTS THAT DEVELOP GREAT PITCHES FOR RETAIL BUYERS, THAT MOST CHALLENGER FOOD AND DRINK BRANDS FORGET TO INCLUDE
5. IF ZOE HAD ONLY A £1000 MARKETING BUDGET TO DRIVE TRIAL AT A BIG FOUR LISTING, WHERE WOULD SHE SPEND IT AND WHY?
6. IF ZOE WERE TO GO BACK TO COCA-COLA WITH EVERYTHING SHE KNOWS NOW WHAT SHE’D DO DIFFERENTLY AND WHY?
Want more Content? Follow on LinkedIn and Instagram
🤝 Let's Connect!
►Let’s link-up here (https://www.linkedin.com/in/daniel-pope/)
►Stalk me here (https://www.instagram.com/_hungry.pod/)
Previous Episode
How to Successfully Position Your Food and Drink Brand In Crowded Categories, Alastair Herbert - Founder of Linguabrand
Alastair is the ex Marketing Director of Invesco and FTSE International.
Today, he is the founder of Linguabrand, which work with ADIDAS, Cadburys NZ, Johnson & Johnson and Beam Suntory.
They use Artificial Intelligence and Psychology to listen intently to consumers, and the brands they could choose from, to:
ON THE MENU:
1. Understand WHY consumers pick up brands off supermarket shelves
2. Learn THREE types of language to communicate EFFECTIVELY with consumers.
3. Understand HOW brands must position themselves in crowded markets to INCREASE SALES.
Want more Content? Follow on LinkedIn and Instagram
🤝 Let's Connect!
►Let’s link-up here (https://www.linkedin.com/in/daniel-pope/)
►Stalk me here (https://www.instagram.com/_hungry.pod/)
Next Episode
How To Build A Tribe of 100,000 Die Hard Raving Fans with Guy Hacking, Co-Founder of TRIBE
I had the joy of interviewing Guy Hacking founder of TRIBE .
Guy is an absolute MACHINE - he ran 39 Marathons in 39 days in aid of fighting child trafficking and has built a big brand in an unconventional way.
I learnt BUCKET LOADS from this interview!!
ON THE MENU:
1. Be Authentic + Consistently show up + Lots of time (and failures) = SUCCESS
2. No food and drink startup journey is ever linear - it’s squiggly, left-right, side-to-side, up-down journey.
3. In Running/Business/Life always remember, The Good will pass and Bad will pass.
4. Building a die-hard following is crucial to success. But always seek objective feedback from “outsiders” who won’t blow smoke up your arse. Have your blind spots covered.
5. Your packaging/brand can have all the "Bells and Whistles” in the world. But in Food and Drink, your product must taste BANGING to drive Rate of Sale.
Want more Content? Follow on LinkedIn and Instagram
🤝 Let's Connect!
►Let’s link-up here (https://www.linkedin.com/in/daniel-pope/)
►Stalk me here (https://www.instagram.com/_hungry.pod/)
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