#brand-growth

#brand-growth

Spend half an hour exploring #StrategyTwitter or #MarketingTwitter and you'll quickly discover huge swathes of talented folks arguing passionately about the correct way to market brands. On one end of the spectrum you'll find the staunch strategists quoting lines from Sharp's How Brands Grow (which is well worth a read), while on the other end you'll find people posting fairly nauseating Gary Vaynerchuk quotes in serif fonts about how the number one rule in marketing is 'love'.

But he chose London for its design and brand-positioning potential, in a move that seems to be paying off. Nothing's growth has accelerated in the last two years, with revenues increasing 150% to over $500 million in 2024. Pei says the company is on track to hit $1 billion in sales for 2025, and has collectively sold seven million of its headphones, earbuds and smartphones since launch.

It has been on a remarkable journey, pioneering the kind of desire at scale thinking we want now to replicate across all our brands,

Fiber supplements brand BelliWelli took a risk with its cringey TikToks, including deeply uncomfortable celebrity interactions, and it paid off. The approach netted the brand 1B+ views and grew revenue 405% between 2023 and 2024. Food brand Natural Heaven promoted the launch of its products at NYC's Fairway Markets by sending two employees dressed as boxes of pasta and rice prancing down the store's aisles. Blueland - a sustainable cleaning company whose CEO regularly films herself pulling stunts like cleaning toilets at Costco (one of the brand's retailers) - did $200m+ in sales last year, up 40% YoY.

With over 5 billion people on social media, platforms like Instagram, Facebook and TikTok aren't just places to scroll—they're places to sell.

Developing a consistent content calendar is crucial for YouTube growth. Beginners should aim for at least one video per week to maintain audience engagement.

Liquid Death's strategy entangles engaging content creation with sharable marketing, an approach that transformed it into a $1.4 billion brand with immense social media following.

When brands struggle with inclusive marketing, I recommend that they look at the demographics of their teams.

Silly Nice embodies a unique blend of authenticity and hustle, rapidly transforming from a Harlem-based initiative to a leading name in New York's cannabis landscape.

Acne Studios has appointed Brune Buonomano as chief marketing officer, succeeding Isabella Burley, as the brand targets €500 million in annual sales.