Marketing

We want to validate that our "theory of world" works...our theory of how and where our buyers buy. Once we know that, we don't need to continuously re-validate it.

Marketing is NOT about whether Suzy buys the right thing next Tuesday. Marketing is about moving the central mass of the market in commercially advantageous ways to your brand within the brand's existing financial constraints.

If you’re working with start-up budgets and you’re not buying media, the glossy “big campaign” really has nowhere to live but your homepage and social, ditch the shoot in Portugal and instead focus on capturing social first content that’s curated. Give your channels a point of view and a repeated format - make the style instantly recognisable -... See more

Focus on discovery

When you can’t be everywhere, optimise for discovery — you want to be the brand people talk about in the group chat, bring up at dinner or the one friends say is doing interesting things. Oversaturated and everywhere feels tired and a bit desperate. Small, thoughtful and considered feels fresh and cool. People share brands that... See more