Best of 2025 - innocent Drinks Founder Adam Balon: 17 Timeless Brand Building Laws to Scale a £310 Million Brand

When I started the poddy, I scribbled on scruff paper a list dream brands Top of list: Innocent Innocent are THE OG challenger brand. The Innocent Illuminate (or Alumni) all built WHOPPPA brands:

Giles, Barney, Emma, Peter Oden, loads more All extol fruitful learnings from Fruit Towers. Many see Innocent as a Brand & Marketing machine (they are). In this episode Adam Balon revealed something much DEEPER Something surprising. Something you've not thought about.

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ON THE MENU:

1. Why There are Multiple Status Games and We Are Never Playing One Status Game
2. Why a Story is a Deal - a UNIQUE deal between your brand and your consumer - so tell the story right
3. The Science of Brand Storytelling Nike and The Rise of Metcons in Cross Fit
4. Why Status is Making Us Live in a Blandemic - Blandemic of Buildings, Restuarants and Brands - how to escape
5. Why Bad Brand Story Telling is vague, “Reflect the story world back at me, so I can find my identity in it”
6. Why Falling in Love is Similar to Brand storytelling: Your Goal is to Reflect back to them what they want to know”
7. The brand is a light figure in storytelling: How does your story make consumers Status + Connection
8. Why Ambition can become corruptive and how to solve it
9. Why the best organisational structures are focused on the “Me” and “We” (this is SO SO SO good)
10. We Earn Status Through Virtue
11. The Status Game and Michelin Star Restuarants: The Downfall of Status

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