Will

I know we've sort of touched on this and brands, I think some brands treat being disruptive superficially.

They're not really a disruptive company and they say, we need to be disruptive.

But let's say a brand is genuinely disruptive in some respects, the way that they may be unconventional in the way they're set up.

What would you say to them if they want to lean in and really kind of grow their disruptive position in the market?

What sort of two or three tips would you give them?

Like the McDonald's CEO.

Yeah.

that's probably 2025 isn't it yeah yeah that's a really tricky i mean we talked about that one endlessly in the office haven't we yeah balance the balancing act it was covered in pr week as well what's your view i'm fascinated actually to what you're going to say to this what's your view to kind of brands playfully attacking each other i.e aldi going for m&s is that is that a bit tiresome now i find it a little bit tiresome i do find it a bit tight i actually remember there was a

What a weird world.

Yeah, yeah.

What can I say?

Yeah, because I think, you know, I've seen Aldi and M&S, or, you know, Aldi hilariously sent Colin the Caterpillar past M&S headquarters.

And I just think, come on, like, this is a bit 10 years ago, isn't it?

A lot of...

Beer Mappella it's called, yeah.

Yeah, because I had a clash with Heck Sausages, which is a great brand, you know, really good brand.

And they basically did a knockoff of, and I can understand how frustrating that must be.

I mean, I must admit, Aldi in particular, their buyers are absolutely amazing.

Like the way they get trending products.

I mean, yeah.