Moment 106 - Marketing Principles That Made Brewdog Billions: James Watt

Uh to your your marketing thesis, because this is really what's defined um Brew dog in the eye of the consumer. In the eye of someone like me that doesn't honestly drink beer, but knows about the brand and considers that it to be a famous brand and watched it on LinkedIn and social media over the years build its sort of acclaim. What is your like your principles that underline your marketing thesis? Because your marketing thesis is very, very different. To to Pretty much

Nearly all brands in this country. There's a maybe a zero point one percent that maybe have copied or that have been inspired, or that, you know, you've chicken and egg, I don't know who came first, but It's a very unique thesis towards marketing. What what underpins it? We've got Two very simple tests that we apply to everything that we do from American perspective. So the first test is Would or could another business do this thing? And if the answer is yes, we've got to seriously consider why we're doing it. The second test is

If I spend a pound on this, is it gonna give me a ten extra turn? compare how a competitor would spend that pound. So we are in a industry Dominated by global behemoths of businesses who are hundreds of times our size and we are We're closing that gap and we want to close that gap, but we only close that gap by making our market and our communications, everything we do work so much more effectively than theirs.

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