Brand Growth Heroes

Fiona Fitz | Brand Growth Heroes Mini MBA |
  • 4.8 (20)
  • Entrepreneurship
  • Updated Biweekly

Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.

  1. Mother Root's £16M Secret Growth Equation | Bethan Higson & Alice Gallsworthy

    5d ago

    Mother Root's £16M Secret Growth Equation | Bethan Higson & Alice Gallsworthy

    In this episode of Brand Growth Heroes, I’m joined by founder Bethan Higson and Alice Gallsworthy of Mother Root. Get this: Mother Root is already the UK’s number one non-alcoholic spirit brand in terms of revenue driven per product. Whoah. So what's the deal? This ginger-based non-alcoholic aperitif is different to most playing in food and beverage, as it only has one core SKU, but an incredibly powerful DTC growth engine. Even though it's the UK's No1 non-alc spirit, it still only has around 6–7% distribution -  talk about headroom for growth! As you might imagine, Bethan and Alice are incredibly clear on the choices that created their growth. We talk about why they stopped trying to do everything, how they went all-in on DTC, how customer interviews and jobs-to-be-done thinking shaped their marketing, and why the product itself delivers something so many non-alcoholic drinks miss: flavour, ritual, heat, length and a real adult drinking moment. We also get into team building, finding the right second-in-command, launching into the US, and why operations has to scale at the same rate as marketing if you don’t want the business to break. What You’ll Learn  How Mother Root grew from around £1.5M to £15–16M run rate.  Why focus on one channel helped build a repeatable and scalable growth model.  How jobs-to-be-done customer interviews shaped Mother Root’s digital marketing.  Why the non-alcoholic drinks consumer is not necessarily the Gen Z sober-curious stereotype.  How Bethan and Alice think about hiring, operations, US expansion and scaling without breaking the business. Why AI is part of EVERY part of the working day at Mother RootKey Topics Discussed  Mother Root’s growth from early-stage brand to £15–16M run rate  Building a challenger brand with one core SKU  The evening drink ritual and the role of non-alcoholic drinks  Ginger, apple cider vinegar, slow burn and flavour architecture  Choosing where to play and walking away from distracting channels  Building a DTC growth engine  Paid social, customer interviews and jobs-to-be-done insight  Word of mouth and repeat purchase  Nielsen performance and retail headroom  Hiring a brilliant number two  Scaling operations alongside marketing  Launching Mother Root in the US  Why the non-alcoholic category is not just about Gen Z Useful Links https://motherroot.com/https://www.instagram.com/motherroot/ Like this episode?  PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community on Instagram, LinkedIn and Youtube, and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Follow Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube. *****Thanks to Brand Growth Heroes’ podcast sponsor  - Joelson, the commercial law firm ***** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! To learn more contact hello@joelsonlaw.com - in fact, Joelson is offering Brand Growth Heroes listeners a FREE Legal consultation - we highly recommend you take them up on this!  Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the Brand Growth Heroes team.

    36 min
  2. Sara Wilson - Why Brands Have Got Community All Wrong!

    May 12

    Sara Wilson - Why Brands Have Got Community All Wrong!

    In this episode, I’m joined by digital strategist Sara Wilson, who coined the term “digital campfires” in Harvard Business Review, to explore why community is becoming one of the most important growth channels for CPG challenger brands. Sara works with brands including Nike, Netflix, YouTube, Airstream, Yahoo, PopSockets and Prince Street Pizza, helping them understand how to show up inside the communities where influence, identity and belonging are really being shaped. This conversation completely EVOLVED how I think about social media and its role in driving brand growth - genuinely. We talk about why the most important conversations may no longer be happening publicly on Instagram or TikTok, but in DMs, WhatsApp groups, niche communities, gaming spaces, Substack, Reddit and beyond. Sara shares why brands need to stop thinking only about reach and followers, and start thinking much more deeply about identity, transformation and the communities their consumers already belong to. Watch the episode on Youtube here. What You’ll Learn  Why Sara believes the future of influence is happening inside “digital campfires”.  The three types of digital campfires: private messaging, micro-communities and shared experiences.  Why relevance matters more than reach if you want people to share your brand.  How brands like Poppi and McDonald’s have embedded themselves into communities.  Why founders need to understand the transformation their brand offers. Key Topics Discussed  Community as a growth channel.  Why DMs and private spaces matter.  The “OMG, that’s so me” effect.  Identity, belonging and relevance.  Why brands should embed into existing communities.  Poppi’s winning 'sorority' strategy.  McDonald’s Grimace and Mets community moment.  How to create high-value community engagement.  Why sampling and discounts are not enough.  How founders can rethink brand strategy through a community-first lens. Useful Links Connect with Sara Wilson on LinkedInhttps://www.linkedin.com/in/saraewilson/ Sara Wilson’s newsletterhttps://communitycatalysts.substack.com/ Sara Wilson’s websitehttps://swprojects.co/ We love inspiring you and helping your business to grow! PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves thinking about community, culture and the future of brand growth. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community on Instagram, LinkedIn, and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. **** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm.**** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! ***The fabulous team at Joelson is offering a free legal consultation to any CPG founder listening -  Book your session today!** Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com.

    42 min
  3. How Citizens of Soil Is Reinventing Olive Oil

    Apr 28

    How Citizens of Soil Is Reinventing Olive Oil

    In this week’s episode, I’m joined by Sarah and Michael Vachon, the founders of Citizens of Soil, one of the most exciting challenger brands in food and drink right now. We explore how they are transforming olive oil from a commoditised pantry staple into a brand built on transparency, craft, regenerative farming and fairer value for producers, while building a modern consumer brand with real emotional connection and standout commercial momentum. What I loved about this conversation is that it is about so much more than premium olive oil. Sarah and Michael share how they spotted a broken supply chain, why they chose to back small producers and female-led groves, and how a simple shift from calling something a subscription to calling it a club changed the business's growth trajectory. If you are building a consumer brand and thinking about community, premiumisation, founder focus and how to create real value in a category, there is so much to learn here. What You’ll Learn- Why Citizens of Soil saw a much bigger opportunity than simply selling premium olive oil - How changing “subscription” to “club” drove a dramatic increase in member growth - What founders can learn from borrowing packaging and positioning cues from adjacent categories - Why direct customer insight and social listening led to the launch of the Health Club - How Sarah and Michael are balancing rapid growth, team building and direct producer relationships Key Topics Discussed- Rebuilding value in a commoditised olive oil category - Regenerative farming and fairer producer economics - Borrowing premium cues from the wine category - DTC growth and the Olive Oil Club model - Community building versus transactional selling - Nutrition-led innovation and high polyphenol oils - Retail growth across Waitrose, Ocado, Booths, Fortnum & Mason and Selfridges - Building a team to support DTC and brand-led growth - Working as a husband-and-wife founder team - Premium pricing, value creation and consumer behaviour Useful LinksWebsite https://www.citizensofsoil.com/Connect with Michael https://www.linkedin.com/in/vachonline/Connect with Sarah https://www.linkedin.com/in/sarahfulton/Connect with Citizens of Soil on LinkedIn https://www.linkedin.com/company/citizens-of-soil/posts/?feedView=all We love inspiring you and helping your business to grow! PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant food brands and category reinvention. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community on Instagram, LinkedIn and YouTube, and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Follow Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube. *****Thanks to Brand Growth Heroes’ podcast sponsor Joelson, a B Corp-certified commercial law firm**************** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. Scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, TRIP, Two Chicks, graze and Crosta & Mollica, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! Joelson are SO brilliant that they are offering a free consultation to any CPG brand founder -  book your consultation with one of the Joelson lawyers here: https://joelsonlaw.com/contact/bookings/ ***************** Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and podcast producer/content creator Kathryn Watts, Social KEWS https://socialkews.co.uk/

    51 min
  4. Female Founder Leadership Lessons | Emma Woods, Chair of Ancient+Brave, ex CEO of wagamama

    Apr 14

    Female Founder Leadership Lessons | Emma Woods, Chair of Ancient+Brave, ex CEO of wagamama

    Today, I’m joined by Emma Woods, Chair of Ancient+Brave, ex CEO of wagamama, and one of the most experienced growth leaders I know.Emma has done the full journey - Unilever, high-growth markets in Mexico, PizzaExpress, Merlin, Wagamama and now she brings all of that to the challenger brands who need it most, as a chair and board director. This isn't a conversation about corporate playbooks. It's about what actually works when you're building something from the ground up.We go deep on boards -  why so many founders get this wrong, and what to do instead. Emma introduces the concept of a Growth Chair: not just governance, but someone who's been at your stage of growth and can help you make better decisions, faster. We also get into confidence, imposter syndrome, leadership stretch,  and why, despite real progress, women are still underrepresented in the rooms where it matters. Emma shares her Vital 5 -  a framework for the metrics and decisions that actually move a brand forward.If you're building a challenger brand, this one will change how you think. What You'll Learn- Why most founders get their board wrong and what a Growth Chair actually does - How to find and brief the right advisors for your stage of growth - Emma's Vital 5: the metrics and mindset shifts that drive real growth - How to lead when you're constantly outside your comfort zone - Why confidence isn't a personality trait… it's a practice - The real state of women in senior business leadership and what needs to change Key Topics Discussed- Emma Woods’ journey from Unilever to Wagamama CEO to board leadership - What high-growth markets teach you about speed, instinct and leadership - When founders should introduce a board and why timing matters - Governance vs growth: what boards should actually be doing - The “Vital Five”  and how to focus your business - Why consumer brands are “leaky buckets” (and what to do about it) - The PizzaExpress promotion lesson and the long-term cost of short-term growth - What makes a great chair-founder relationship - Growth leadership vs traditional leadership - Women in business: boards, CEOs and the “power seat” gap - Confidence, imposter syndrome and leadership stretch - Emma’s Conversations in Confidence series Useful links:Connect with Emma Woods on LinkedInEmma’s Conversations in Confidence series We love inspiring you and helping your business to grow. Please share this episode with another founder building a challenger brand, a colleague, or a mate who is interested in the future of food, content-led growth and scaling consumer brands. Don’t forget to follow or subscribe to Brand Growth Heroes on your favourite podcast app, and please leave a review too. Both of those actions make a massive difference to our mission to help more founders just like you. You can also connect with Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube, find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours. ====================================================================================================== Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, a B Corp certified commercial law firm. If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, TRIP, Two Chicks, graze and Crosta & Mollica, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! Do you need legal advice as you grow your brand? Take this BIG opportunity and book a free consultation with one of Joelson lawyers here.  ===================================================================================================== Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer, Kathryn Watts, Social KEWS.

    42 min
  5. Built Like a Media Brand: BOSH!’s Challenger Brand Playbook: Founders Henry Firth & Ian Theasby

    Mar 31

    Built Like a Media Brand: BOSH!’s Challenger Brand Playbook: Founders Henry Firth & Ian Theasby

    This week, I’m joined by Henry Firth & Ian Theasby, the founders of BOSH!, to explore how an audience-first approach helped them build one of the most recognisable plant-based consumer brands in the UK. For founders scaling challenger brands, this is an incredible lesson in brand growth through content & community first. Long before their recent Tesco launch with their delish PIZZA, BOSH! had already spent years building attention, trust and demand through daily recipe content, bestselling cookbooks and a clear mission to put more plants on plates. What makes this conversation especially useful is that Henry and Ian did not stumble into this model by accident. They set out to build a food brand, but chose to do it the lean way: validating demand, learning from audience behaviour and evolving from videos to cookbooks, licensing and then fully controlled product ranges. We talk about how they used views, comments, polls and first-principles thinking to shape products, why they moved away from licensing, what it took to launch into Tesco in just nine months, and what all of this means for founders who want to think more like media companies and less like traditional CPG brands. What You’ll Learn - How BOSH! built an audience before building a food brand- Why a media-first strategy can reduce risk for scaling consumer brands- How social content, polls and engagement can inform product development- Why Henry and Ian moved from licensing to building their own supply chain- What founders can learn from BOSH!’s rapid Tesco launch and lean operating model Key Topics Discussed- Building one of the world’s biggest plant-based video channels - Using The Lean Startup mindset to validate product-market fit - The shift in plant-based eating from niche to mainstream - Why BOSH! focused on taste first, then health, then sustainability - Using audience insights, comments and polls to shape NPD - Moving from content to cookbooks, TV and supermarket shelves - Why licensing was useful, but ultimately too limiting - Building an in-house team and supply chain for greater control - Choosing product categories like meals, pizza and curry from first principles - Launching into Tesco and trading ahead of forecast - Co-founder dynamics, leadership and role splitting - AI, learning mode and operating leaner as a modern brand team USEFUL LINKSConnect with Henry on LinkedIn  Connect with Ian on LinkedIn  BOSH! Website  Instagram  Facebook  YouTube Read: The Lean Startup by Eric Ries Tesco links: BOSH! Creamy Mac & Greens BOSH! Teriyaki Mushroom Noodles BOSH! Ultimate Bean Chilli BOSH! Hearty Lasagne BOSH! Tofu Tikka Masala BOSH! Comforting Veg Pie BOSH! Goan Chickpea Curry BOSH! Creamy No-Duja Pasta BOSH! Spicy N-Duja Sourdough Pizza We love inspiring you and helping your business to grow. Please share this episode with another founder building a challenger brand, a colleague, or a mate who is interested in the future of food, content-led growth and scaling consumer brands. Don’t forget to follow or subscribe to Brand Growth Heroes on your favourite podcast app, and please leave a review too. Both of those actions make a massive difference to our mission to help more founders just like you! You can also connect with Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube, find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours.====================================================================== Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm. If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping fou...

    39 min
  6. How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails

    Mar 17

    How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails

    Want a deliciously sharp lesson in brand growth, category creation and how challenger brands can win by bringing new shoppers into tired categories rather than fighting for share at the bottom shelf? Then dive into the insight served up in this episode by guest Rob Wallis, co-founder of MOTH Drinks, who takes me through how the brand created a new premium space in ready-to-drink cocktails and is driving significant category value. Rob explains how MOTH spotted a gap in the market for cocktails that tasted as good as what you would make at home, but with the convenience of a can. Most importantly, instead of designing to the existing category price point, MOTH built the best liquid first and priced it accordingly. Our conversation also explores what founders can learn from MOTH’s approach to where to play, how to build a strong category story for retail buyers, what premiumisation really looks like in practice, and why a culture of kindness and low ego can be a commercial advantage. Rob also shares how the team is approaching US expansion, why California matters so much in RTD, and how MOTH is thinking about AI without losing the human side of the brand. What You’ll Learn How Moth went about creating a premium cocktail proposition - and persuading retail buyers that the market was there!Why challenger brands should build product quality first, then price from thereHow to identify the right channels and occasions to drive brand growthWhat makes a strong category story for grocery buyersWhy culture, consistency and kindness can become commercial advantagesKey Topics Discussed Creating a top-shelf RTD cocktail brandPremium pricing versus category normsBuilding category value with incremental shoppersUK versus US cocktail cultureChoosing where to play in retail and foodserviceBrand design and standing out on shelfDTC growth and omnichannel strategyBuilding culture in a scaling consumer brandManaging quality with co-manufacturing partnersUsing AI carefully inside a fast-growing CPG businessIf you enjoy this interview, PLEASE share it with a fellow founder, mate or colleague, subscribe or follow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes! ============================================================ Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm =============================================================If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! To learn more contact hello@joelsonlaw.com ==============================================.You can also connect with Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube, find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours. Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEW

    38 min
  7. The Secret Maths Formula YOU Need To Scale Your CPG Brand with Dr. James Richardson of Ramping Your Brand

    Mar 3

    The Secret Maths Formula YOU Need To Scale Your CPG Brand with Dr. James Richardson of Ramping Your Brand

    What if I told you that there is a mathematical formula that separates those brands that scale really quickly and those brands that just tick along nicely? Well, there is one. I wish I had found out about it 25 years ago, but today the guest that we've got on the show (all the way from the USA) has studied this IN DETAIL, and comes on the show today to help YOU learn all about it. ***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes** Dr James Richardson, author of 'Ramping Your Brand - How to Ride the Killer CPG Growth Curve', unpicks this maths for the first time, giving you the formula to help your brand scale like the enormous skate ramp brands in the USA. Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10 What You'll Learn in This Episode The Premium Pricing Trap - Why founders face unit economics that are 10-15x worse than big CPG companies (and why you can't avoid it) The 6-10% RoS Rule - The specific monthly growth rate in same-store sales that creates exponential "skate ramp" growth The Heavy User Strategy - Why your first $10-25M requires a completely different customer acquisition approach than Byron Sharp's mass market playbook Distribution vs. Velocity - How to layer exponential velocity growth on top of linear distribution expansion The Founder Evolution Journey - The #1 reason investors take over brands (and it's not what you think) Early Fan Research - How to identify and replicate your "Gonzo fans" without spending a fortune on market research The Danger of Slow Growth - Why growing too slowly can be just as fatal as not growing at all when you're undercapitalised Useful Links Connect with Dr James Richardson on LinkedIn: https://www.linkedin.com/in/premiumgrowthsolutions/ Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10 Website: https://www.premiumgrowthsolutions.com/ Podcast: Startup Confidential (available on YouTube, Apple, Spotify) ***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes** ============================================================ Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers. But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right. And that starts with the right legal partner. So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor. With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG. Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube. Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

    29 min
  8. Stop Stealing Market Share & Create $100M Categories Instead with Category Pirate Eddie Yoon

    Feb 17

    Stop Stealing Market Share & Create $100M Categories Instead with Category Pirate Eddie Yoon

    If you've ever heard me talk about Superconsumers, SuperGeos, or why you should Name, Frame, and Claim your new category - all of that thinking comes from today's guest, one of my heroes: Eddie Yoon. Eddie is one of the world's leading thinkers on category design. He's a longtime Harvard Business Review contributor, co-founder of Category Pirates (a top Substack you must subscribe to), and has spent decades advising Fortune 100 companies on how to create new categories instead of just fighting for scraps of market share. I've studied Eddie's work obsessively for years because he doesn't just teach marketing - he teaches thinking. AND in this conversation, we jam together (riffing on ideas, building on each other's thoughts) about why everything you've learned in marketing strategy is likely wrong. We talk about K-pop Demon Hunters, how Nespresso and Gillette grew massive categories, and why breakthrough categories don't come from better features or nicer packaging - they come from deeply understanding what outcomes your super consumers are looking for. This episode is PACKED with real-life brand examples: Velveeta, Keurig, Tesla, Spam Musubi, frozen peas, and more. Eddie brings category design to life with stories that will completely change how you think about growing your business. Next Steps: Go find your K-pop moment, your Velveeta insight, your frozen peas problem - that's where exponential growth lives! In This Episode You'll Learn: Why 99% of CPG brands are playing the wrong game - stealing market share vs. growing categories, and why the biggest companies are least likely to create new categories Benefits are dead, outcomes are everything - The Velveeta $100M growth story: how solving one super consumer outcome (getting kids to eat greens) unlocked massive growth The power of super consumers & super geos - Why you should hire your super consumers, and the shocking Cherry Garcia data: 3,000 of 30,000 stores drove 80% of sales Lightning strike marketing - How to turn a £60K budget into £600K of impact (the Dude Wipes strategy of keeping 75% of marketing unplanned) Don't be afraid to niche down - Why 99% of experts are wrong when they say you're leaving people behind Useful links Connect with Eddie Yoon on LinkedIn https://www.linkedin.com/in/eddie-yoon-ewg/ Connect with Category Pirates on LinkedIn https://www.linkedin.com/company/category-pirates/ https://www.categorypirates.com/ https://www.youtube.com/@categorypirates Mentioned in This Episode: Books & Frameworks: Competitive Strategy by Michael PorterSuperconsumers by Eddie YoonClayton Christensen's "Jobs to Be Done" (milkshake example)Byron Sharp (mentioned as conventional wisdom)Mentioned in This Episode: Brands & Case Studies: Gillette (China market expansion)Keurig vs. Starbucks VerismoNespressoVelveetaBen & Jerry's Cherry GarciaSpam & Spam Musubi (Hawaii)TeslaNvidiaK-pop Demon Hunters (Netflix)Dude WipesRogaineRoyal CaninAnheuser-Busch============================================================ Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers. But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right. And that starts with the right legal partner. So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor. With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG. Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success! Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube. Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

    1h 9m
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4.8
out of 5
20 Ratings

About

Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.

Information

  • Creator
    Fiona Fitz | Brand Growth Heroes Mini MBA |
  • Years Active
    2019 - 2026
  • Episodes
    126
  • Rating
    Clean
  • Copyright
    © Copyright Fiona Fitz Consulting Ltd.
  • Show Website
    Brand Growth Heroes

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