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Brand Growth Heroes

Brand Growth Heroes

Auteur(s): Fiona Fitz | Brand Growth Heroes Mini MBA |
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 Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.Copyright Fiona Fitz Consulting Ltd. Finances personnelles Gestion et leadership Économie
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  • The Secret Maths Formula YOU Need To Scale Your CPG Brand with Dr. James Richardson of Ramping Your Brand

    The Secret Maths Formula YOU Need To Scale Your CPG Brand with Dr. James Richardson of Ramping Your Brand
    Mar 3 2026
    What if I told you that there is a mathematical formula that separates those brands that scale really quickly and those brands that just tick along nicely? Well, there is one. I wish I had found out about it 25 years ago, but today the guest that we've got on the show (all the way from the USA) has studied this IN DETAIL, and comes on the show today to help YOU learn all about it.***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes**Dr James Richardson, author of 'Ramping Your Brand - How to Ride the Killer CPG Growth Curve', unpicks this maths for the first time, giving you the formula to help your brand scale like the enormous skate ramp brands in the USA.Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10What You'll Learn in This EpisodeThe Premium Pricing Trap - Why founders face unit economics that are 10-15x worse than big CPG companies (and why you can't avoid it)The 6-10% RoS Rule - The specific monthly growth rate in same-store sales that creates exponential "skate ramp" growthThe Heavy User Strategy - Why your first $10-25M requires a completely different customer acquisition approach than Byron Sharp's mass market playbookDistribution vs. Velocity - How to layer exponential velocity growth on top of linear distribution expansionThe Founder Evolution Journey - The #1 reason investors take over brands (and it's not what you think)Early Fan Research - How to identify and replicate your "Gonzo fans" without spending a fortune on market researchThe Danger of Slow Growth - Why growing too slowly can be just as fatal as not growing at all when you're undercapitalisedUseful LinksConnect with Dr James Richardson on LinkedIn: https://www.linkedin.com/in/premiumgrowthsolutions/Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10Website: https://www.premiumgrowthsolutions.com/Podcast: Startup Confidential (available on YouTube, Apple, Spotify)============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board for the second year running.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com==============================================.Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    29 min
  • Stop Stealing Market Share & Create $100M Categories Instead with Category Pirate Eddie Yoon

    Stop Stealing Market Share & Create $100M Categories Instead with Category Pirate Eddie Yoon
    Feb 17 2026
    If you've ever heard me talk about Superconsumers, SuperGeos, or why you should Name, Frame, and Claim your new category - all of that thinking comes from today's guest, one of my heroes: Eddie Yoon.Eddie is one of the world's leading thinkers on category design. He's a longtime Harvard Business Review contributor, co-founder of Category Pirates (a top Substack you must subscribe to), and has spent decades advising Fortune 100 companies on how to create new categories instead of just fighting for scraps of market share.I've studied Eddie's work obsessively for years because he doesn't just teach marketing - he teaches thinking. AND in this conversation, we jam together (riffing on ideas, building on each other's thoughts) about why everything you've learned in marketing strategy is likely wrong.We talk about K-pop Demon Hunters, how Nespresso and Gillette grew massive categories, and why breakthrough categories don't come from better features or nicer packaging - they come from deeply understanding what outcomes your super consumers are looking for.This episode is PACKED with real-life brand examples: Velveeta, Keurig, Tesla, Spam Musubi, frozen peas, and more. Eddie brings category design to life with stories that will completely change how you think about growing your business.Next Steps: Go find your K-pop moment, your Velveeta insight, your frozen peas problem - that's where exponential growth lives!In This Episode You'll Learn:Why 99% of CPG brands are playing the wrong game - stealing market share vs. growing categories, and why the biggest companies are least likely to create new categoriesBenefits are dead, outcomes are everything - The Velveeta $100M growth story: how solving one super consumer outcome (getting kids to eat greens) unlocked massive growthThe power of super consumers & super geos - Why you should hire your super consumers, and the shocking Cherry Garcia data: 3,000 of 30,000 stores drove 80% of salesLightning strike marketing - How to turn a £60K budget into £600K of impact (the Dude Wipes strategy of keeping 75% of marketing unplanned)Don't be afraid to niche down - Why 99% of experts are wrong when they say you're leaving people behindUseful linksConnect with Eddie Yoon on LinkedIn https://www.linkedin.com/in/eddie-yoon-ewg/Connect with Category Pirates on LinkedIn https://www.linkedin.com/company/category-pirates/https://www.categorypirates.com/https://www.youtube.com/@categorypiratesMentioned in This Episode: Books & Frameworks:Competitive Strategy by Michael PorterSuperconsumers by Eddie YoonClayton Christensen's "Jobs to Be Done" (milkshake example)Byron Sharp (mentioned as conventional wisdom)Mentioned in This Episode: Brands & Case Studies:Gillette (China market expansion)Keurig vs. Starbucks VerismoNespressoVelveetaBen & Jerry's Cherry GarciaSpam & Spam Musubi (Hawaii)TeslaNvidiaK-pop Demon Hunters (Netflix)Dude WipesRogaineRoyal CaninAnheuser-Busch============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board for the second year running.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com==============================================.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    1 h et 9 min
  • Why AI Will Be Bigger Than the Internet With 'Silicon Valley's Most Wanted' Paul Adams, Chief Product Officer Fin.ai

    Why AI Will Be Bigger Than the Internet With 'Silicon Valley's Most Wanted' Paul Adams, Chief Product Officer Fin.ai
    Feb 3 2026
    Yep - we are at the start of a new world - a world where AI is going to be 'even bigger than the internet'. And as the leaders of challenger brands in CPG, we've gotta lean in. In this episode of Brand Growth Heroes, I’m joined by one of my oldest and best friends, Paul Adams, CPO & Marketing at a multi-billion dollar company, Intercom AND he is building Fin.ai. If you're not in 'Tech' you may not have heard of him, but Paul Adams is one of the world's most prominent tech product designers, researchers, and authors - recognised as one of the world's leading thinkers on the the intersection between humans and technology... and now between humans, commercialisation and AI.... amongst many other aspects of tech that most of us are not even privy to! Described as "one of Silicon Valley's most wanted", he's also one of my closest friends, and I can't tell you how proud we are of the young man who rocked up to live with us in Balham in 2002 to work at Dyson, his very first job. After only a few years he was poached by Facebook, where he made the platform 'mobile' and then Google, where he worked on making Gmail, Google and YouTube mobile too. It was while working for these behemoths that he moved to San Francisco with his wife Jennifer, who's one of my three besties (Love you, Jen), and became globally renowned on the Tech speaker scene. In this episode, Paul argues that AI isn’t just another new channel or tool. It’s a platform shift on the scale of the internet and potentially bigger. We talk about why the moment we’re in feels eerily similar to 1999, why marketing is getting less effective across the board, and why the brands that win next will look very different to the ones that won the last cycle.A bit more background on Paul:"Most Wanted" Status (2011): Paul Adams was highlighted by Fortune as a highly sought-after talent in Silicon Valley following his significant contributions to major tech firms.Google (Social Research): At Google, he led the social research team, and his work directly influenced the creation of "Circles," which became the foundational feature of Google+. He also worked on Gmail, YouTube, and mobile products.Facebook (Brand Experience): He later joined Facebook as the Global Brand Experience Manager, where he focused on research, design, and product strategy, working with marketers and advertising agencies.Intercom (Product Strategy): He joined Intercom as VP of Product in 2014, later becoming the Chief Product Officer.Thought Leadership: Adams is the author of Grouped: How Small Groups of Friends are the Key to Influence on the Social Web. His work on "The Real Life Social Network" is widely recognized as one of the most viewed presentations on the evolution of social networks.Background: Before his time in tech, he worked as a product designer at Dyson, where he designed electronic appliances. Current Status: As of September 2023, he was working as the Chief Product Officer at Intercom, focusing on product strategy in the age of AI.This isn’t a tactical 'AI' for the sake of AI episode. It’s a big-picture conversation about what’s actually changing, what’s already changed, and what brand builders need to understand to stay relevant over the next decade. it was this conversation that made me set up a buzzing new community called NextGen CPG - a community for AI-native founders. Take a look and see if you're eligible to join us hereUseful linksConnect with Paul Adams on LinkedIn https://www.linkedin.com/in/pauladams/Connect with Intercom The #1 AI Agent https://www.linkedin.com/company/intercom/Join the NextGen CPG WhatsApp community and LinkedIn page ============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the ...
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    1 h et 2 min
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