Audience Collective

Better before bigger 🐾 That’s the mindset driving Bella+Duke, and it’s exactly what Mark Scott embodies. When Steve Henry sat down with Mark, it wasn’t just about pet food; it was a masterclass in what brand and marketing are really for. Some gems from Mark: 🐶 Start with a problem worth solving, and say it clearly. 🐶 The 4 Ps still win when they work together: Product, Price, Place & Promotion. 🐶 Community isn’t a campaign, it’s the engine. 🐶 Data is a conversation, not a report. 🐶 Founder wellbeing is strategy, not self-care. If you care about building challenger brands that lead with purpose, education, and consistency, this one’s for you. 👉 Read the full blog here: https://lnkd.in/eDQxDfWQ #BrandBuilding #ChallengerBrand #MarketingStrategy #CustomerCentric #GrowthMindset #BellaAndDuke #PodcastLearnings

Everyone says you’ve got to stand out to win in marketing. We wanted to prove it. After analysing 2,500 UK consumers, 65 brands, and 5 categories, one thing became clear: 👉 Being different pays. That’s what the Brand Divergence Index is all about, proving that difference drives growth when it’s matched with attraction. If you want to find your brand’s sweet spot between Difference and Attraction, sign up to our mailing list and get the full insights first ⬇️ https://lnkd.in/eEHPTYmF #CreativeInsight #BrandInsight #BrandDivergenceIndex #MarketingInsight #ChallengerBrands

Can a brand be too different? Our latest newsletter introduces the Brand Divergence Index, a new way to understand how Difference and Attraction drive (or limit) growth. Find out where your brand might sit, and how to turn difference into growth. 📩 Subscribe to get it first... #BrandStrategy #ChallengerBrands #MarketingInsights #BrandDivergenceIndex

There IS a cheat code to breaking category norms... ...being divergent. “Being dull is a waste of time and money” In the creative sphere, we believe being different is valued- but what is a belief without back up? We put it to the test... Introducing the Brand Divergence Index 📈 Say hello to our new tool that measures how different a brand is, how attractive they are and how this translates into success. The first category that's up for analysis: Ready Meals 🥘 What we did... We analysed a number of challenger brands in the ready meals category to uncover which brands are getting the blend of different and attractive just right, including The Gym Kitchen and COOK Trading Ltd... The result? Brands that scored highly on both difference and attraction (that we call "divergent brands" FYI) consistently outperformed their peers... The takeaway... Brands must now focus on the balancing act of originality and familiarity to win. This isn't just across advertising either, it's the WHOLE marketing mix. Curious? We know you are. Sign up to our mailing list in the comments to learn more about out new tool ⬇️ #Creative #Insights #Marketing #Foodandbeverage #BDI #BrandDivergentIndex

Learning never stops at Audience Collective! A few of us have recently taken on the Mini MBA in Marketing, and it’s been a game-changer. It’s one thing to know the 4Ps in theory. It’s another to see them in action: reframing products, rethinking price anchors, rediscovering overlooked audiences. Suddenly, strategy clicks in ways it didn’t before. The best part? Bringing that learning straight into our work. Smarter strategy. Sharper creative. Stronger results. Investing in skills isn’t a “nice to have.” It’s how we keep finding smarter ways to help challenger brands win 👏 #LearningAtWork #MiniMBA #AudienceCollective

Inflation's up, confidence is down, consumers are cautious. And, if you're a challenger brand, that makes life even tougher. Because here's the truth: if you're not in the #1 spot, relying on ads alone just won't cut it. The leaders will always have the bigger budgets, the louder voices, the stronger reach. So, what's the smarter move? Play different 👇 #MarketingStrategy #BrandGrowth #ChallengerBrands