Warby Parker is an eyewear brand founded on a problem. Glasses were too expensive. The four co-founders Neil Blumenthal, Dave Gilboa, Andy Hunt and Jeff Raider, discovered that one company, Luxottica, owned the monopoly on eyewear that was then licensed out to brands to be sold with monumental markups.

smol is a household cleaning company, founded on the question, that there had to be a better way.

Although not officially recognised, Pivot was the word of 2020. Whilst no one could have predicted Covid19 and the monumental shifts that we needed to make to our business, it has acted as an important reminder. To ensure long term success, we need to be proactive, not reactive in thinking about our evolution.

Hotel Chocolat was founded to make people happy. Co-founders Angus Thirlwell and Peter Harris built the brand on three unwavering values – Originality, Authenticity and Ethics. These values underpin all business decisions and ensure that ethical cocoa production is never compromised.

5 lessons in building a brand that stands out and gets talked about.

Pukka has built an on-shelf presence that has earned its place on display on the kitchen counter.

Spend your energy on building your brand so that it stands out- ensuring that your customer can see and feel the unique value that you deliver.

An organic cereal brand, without an oat grain or yoga pose in sight. OffLimits is a bold, colourful brand with a personality and backstory.

Cheeky Panda makes 100% toilet paper and wipes. Their mission is to bring sustainability to the mass market, inspiring people to choose products that fit a happier and healthier future.

The path to consideration is complex, non-linear and multifaceted. Depending on the product and price point, there is often a combination of active (seeking out) and passive (being exposed to) brand messages that influence the decision to buy.