Cool brand... now what? Why we need to stop marketing to 'Sophie from Clapham'

“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.