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Brand Growth Heroes

Brand Growth Heroes

Auteur(s): Fiona Fitz | Brand Growth Heroes Mini MBA |
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À propos de cet audio

 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
Épisodes
  • Founders: Would You Build An Ikea House Without Instructions?

    Founders: Would You Build An Ikea House Without Instructions?
    Jan 12 2026

    Why do so many of us founders try to do the equivalent of building a flatpack house without the instructions? And then beat ourselves up internally when it turns out to be harder than expected? Or when you make mistakes that anyone would in the same situation? Would you spend years trying to make it work with no instructions — just half-torn pages you’ve collected along the way, doing your best to stitch them together?

    Not just the furniture mind you - The foundations. The skeleton. The plumbing. The electrics. The legal and safety stuff too....

    ... and while you're trying to build it, you're also trying to market it, sell AirB&B rooms and put the entire place up for sale?

    Would you spend 50-500k of your own money doing this, not to mention your unpaid time?

    That’s effectively what we do as consumer packaged goods founders.

    After a tough few years, after countless marathons, we often end up with good products, and a brand we feel passionate about.

    Perhaps we get some early D2C wins, and some early retailer traction too.

    But then the stakes get higher.

    We need to making pricing, channel, hiring and funding decisions without ever being able to see how the whole system fits together.

    So decisions get made in isolation - without us realising they are joined up. (think pricing decisions and customer or channel read-across - and if you don't know what that means, ask below and I will tell you from my own experience, mistakes and learnings!)

    Problems get fixed as they appear.
    But the cost shows up later - in margin, stress, or decisions that need undoing.

    This is happening to thousands of us, everyday.
    How ridiculous is that?
    We're all making the same mistakes, incurring the same costs, getting more and more stressed - without ever asking:

    Why am I not looking for a set of instructions for this?

    Why am I beating myself up for not getting it right without them?

    After 25+ years working inside and alongside consumer brands - from global blue-chip FMCG to fast-scaling challengers, I kept seeing this pattern repeat.

    So I built the decision-making framework I needed and I wrapped it up inside the BGH Mini MBA.

    With a peer and expert network, so you don’t have to carry this level of complexity on their own.

    Stop thinking you *should* be able to do this on your own.

    Fi Fitz ⚡ 💛


    Applications for the Brand Growth Heroes Mini MBA 2026 cohort are now open.
    https://www.brandgrowthheroes.com/mini-mba-2026
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    1 min
  • Blanco Niño: From Burrito Bar Detour to €10M Tortilla Chip Brand with Founder Phil Martin

    Blanco Niño: From Burrito Bar Detour to €10M Tortilla Chip Brand with Founder Phil Martin
    Jan 6 2026
    I'm thrilled to be interviewing fellow Irish person, Phil Martin, founder of Blanco Niño, to explore how an obsession with quality turned a burrito bar frustration into a multi-million-euro tortilla brand.... (cont'd below)============================================================The Brand Growth Heroes Mini MBA 2026 is back.Built for founders, marketers and brand leaders who want to grow brands the right way — with practical frameworks, real case studies and honest insight.Applications open: Monday 5th January 2026Applications close: Midnight Sunday, 25th January 2026Limited places availableAll info & how to apply visit: https://www.brandgrowthheroes.com/mini-mba-2026============================================================(Cont'd) Phil shares the unlikely path that took him from Ireland to Mexico in search of real corn tortillas and why learning how things fail allowed him to build something better. This is a conversation about how to turn craft into something that scales and choosing the long road when shortcuts would have been easier.What You’ll Learn in This EpisodeWhy Phil flew to Mexico with no contacts and asked to learn how to grow cornHow discovering real tortillas completely reset his understanding of qualityWhy it takes three days to make a Blanco Niño tortilla chip and why that mattersThe brutal realities of building a food factory from scratch (and nearly importing a “blowtorch attached to a tractor”)How Blanco Niño scaled from foodservice to retail and towards €10M in revenueWhy knowing every way something can fail allows you to push quality to the edgeThe personal cost of trying to do everything yourself and how founders avoid burnoutWhat it really means to build a challenger brand without shortcutsA big favour!So many of you regularly write to tell us how helpful Brand Growth Heroes interviews have been for you, how much you've learned and how it has helped you grow your consumer branded business...and we are so grateful every time we hear this!The podcast is something we do as a labour of love, so if our work has helped YOU, please please can you pay it forward by clicking FOLLOW & WRITING A SHORT REVIEW at the bottom of THIS page (by clicking Ratings and Reviews)Each review we get makes a MASSIVE difference to our business, the algorithms that performance it and the number of listeners THANK YOU.Useful linksConnect with Phil Martin on LinkedIn https://www.linkedin.com/in/philipmichaelmartin/Connect with Blanco Niño on LinkedIn https://www.linkedin.com/company/blanco-nino/Blanco Niño website https://www.blanco-nino.com/Follow on Instagram https://www.instagram.com/helloblanconinoFollow on Facebook https://www.facebook.com/helloblanconinoThe book Phil mentioned: The Daily Stoic by Ryan Holiday============================================================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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    44 min
  • Goodrays CBD: Scaling a £20M Functional Beverage with Founder Eoin Keenan

    Goodrays CBD: Scaling a £20M Functional Beverage with Founder Eoin Keenan
    Dec 9 2025
    This week, I am absolutely delighted to welcome Eoin Keenan, the founder of Goodrays, to the show. Goodrays is a UK functional beverage brand that is absolutely killing it in the challenger brand space.I loved talking to Eoin about his unique path to becoming a founder. We go right back in time to when he left university and travelled (and slept) in the back of a beat-up car in California, visiting the best hemp farms to learn how to grow the very ingredient that would become central to his brand. It’s an incredible story of commitment to the value proposition and this episode is a must-listen for anyone interested in scaling a successful challenger brand.We talk about:Building a Category: What it truly takes to create a new category and why it often requires more than just one brand to make it happen.Incremental Value: What it means to be "incremental" to your category and how to achieve it.The Irish Founder Experience: The unique mix of pride and pressure that comes with being an Irish founder building a brand in the UK.Team and Growth: How a small, highly committed team of just 16 people is driving such incredible, industry-defining growth, and Eoin's philosophy on hiring.I hope you get as much out of this conversation as I did!Useful linksConnect with Eoin on LinkedIn https://www.linkedin.com/in/eoin-keenan-009a8380/Follow Goodrays on Instagram https://www.instagram.com/goodrays/Connect with Goodrays on LinkedIn https://www.linkedin.com/company/goodrays/Goodrays website https://goodrays.uk/============================================================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 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.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.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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    53 min
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