Cool brand... now what? Why we need to stop marketing to 'Sophie from Clapham'
Update: 2025-05-14
Description
“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 World
They cover:
- The difference between competition and category-building
- Why marketing strategy is misunderstood (and underfunded)
- What actually makes a brand “challenger”
- Content, Reddit, and the underrated power of local Facebook groups
- How it feels to build something when you’re completely out of your depth
It’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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