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Filtering by Tag: integrity

Why Small Brands Can Always Win Against Big Ones, by Jamie Mitchell, of Daylesford Organic

Tessa Stuart

Jamie Mitchell, formerly Innocent's UK Managing Director, and now CEO of Daylesford Organic, shares with us his  thoughts on why small brands can always win against big ones. Many thanks to you, Jamie.  

In his words:

"Having worked with, met with and generally hung out with lots of small, independent brands, one thing comes through over and over again when I think about which ones are most likely to succeed in their chosen (viciously competitive) market: “I think, therefore I am”. OK, so maybe linking Descartes' existential theories to strategies for small brands may be a bit of a stretch, but let me try and convince you.

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Are You A Challenger Brand?

Tessa Stuart

Tom Mercer, an ex-management consultant, set out to challenge the accepted notions of breakfast on the go in 2006. His bircher breakfasts and oat shakes, boldly branded by Pearlfisher, are now available at  London train stations, Waitrose, Ocado and on Virgin flights. Tom's aim is to banish bad breakfasts.  His wholegrain jumbo oats soaked in apple juice, combined with low fat Dorset probiotic yoghurt and fruit, are sustaining and delicious. (Especially the blueberry one.)  

Check out his splendid Vote for Oats campaign here:

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