Building the Brands of Tomorrow
Cool brand... now what? Why we need to stop marketing to 'Sophie from Clapham'
14 May 2025
“We’ve turned ‘challenger brand’ into an aesthetic. If you’re marketing only to Sophie from Clapham, you’re not really challenging anything.”In this wide-ranging episode, Ruth is joined by Lottie Unwin- founder of Brand Hackers and Up WorldThey cover:The difference between competition and category-buildingWhy marketing strategy is misunderstood (and underfunded)What actually makes a brand “challenger”Content, Reddit, and the underrated power of local Facebook groupsHow it feels to build something when you’re completely out of your depthIt’s a love letter to ambitious marketers, and a reality check for founders everywhere.If you enjoyed this episode check out our episode with Fred Hart, for more lessons on brand building (from the other side of the pond).
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