The 23 Laws of Challenger Brand-Building w/ Adam Balon, Co-Founder of Innocent Drinks скачать в хорошем качестве

The 23 Laws of Challenger Brand-Building w/ Adam Balon, Co-Founder of Innocent Drinks

When I started the poddy, I scribbled on scruff paper a list dream brands. Top of list: Innocent Innocent are THE OG challenger brand. The Innocent Illuminate (or Alumni) all built WHOPPPA brands: Giles, Barney, Emma, Peter Oden, loads more All extol fruitful learnings from Fruit Towers Many see Innocent as a Brand & Marketing machine (they are) Adam revealed something much DEEPER Something surprising. Something you've not thought about. ===================================================== ON THE MENU: [00:00] Intro [01:55] Black Swan + Anti-Fragility: Preparing for Everything to Go Wrong and Adapting Like Water [07:26] Building Anti-Fragile Brands: Innocent’s 2008 Post Traumatic Stress vs. Post Traumatic Growth [09:20] Why Challenger Brands Must Be Different & Better: Brand, Marketing, Product, and Operations [14:13] The 5 Levels of “Why” to Become a Household Brand: Total Obsessiveness with Improvement [16:53] Innocent’s Hiring Curve: Blending Deep Expertise with Bright Generalists [18:59] "I'd Rather Have a Hole Than an Asshole": Innocent’s Philosophy for Preserving Culture by Firing Quickly [21:36] Innocent’s Blackpool Candy Culture Stick Principle: Internal vs. External Consistency [30:30] Heston Blumenthal’s Creative Principle: Stick with It and Make It Extraordinary [32:57] How Innocent Found Their Slipstream by Bringing Manufacturing In-House [38:12] The Racing Car Rule: Balancing Bravery with Data [42:13] How Innocent Reframed Their Negotiation to Win Tesco [48:16] Innocent’s Negotiation Principles: Preparation, Flexibility, Reframing Yes, and Saying No [51:15] The Danger of Saying Yes to Supermarkets: Toddler Thrown in a Pool Without Armbands [53:05] The Golden Question: Do You Add to the Category? [55:35] How Innocent Cracked Europe: Working with the System Instead of Pushing Against It [1:03:48] How to Keep Your Board Onside: Bringing Them on the Journey as "We" [1:12:32] The Hidden Danger of Hollow Rate of Sale When Forecasting for More Grocery Accounts ============================================== 🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟 ============================================== A massive shoutout to our incredible sponsors who make HUNGRY possible: ​ ​►MKJ IGNITE: (https://www.mkjignite.com) ​►Big Fish: (https://bigfish.co.uk/)​ ​►HC Consulting: (https://www.hc-consult.com) ►North Star: (www.northstarbc.co.uk) 🤝 Let's Connect! ►Let’s link-up here ​ (  / daniel-pope  ) ►Stalk me here ​ (  / _hungry.pod  )