“We’ve turned ‘challenger brand’ into an aesthetic. If you’re marketing only to Sophie from Clapham, you’re not really challenging anything.”In this wide-ranging episode, Ruth is joined by Lottie Unwin- founder of Brand Hackers and Up World They cover:The difference between competition and category-buildingWhy marketing strategy is misunderstood (and underfunded)What actually makes a brand “challenger”Content, Reddit, and the underrated power of local Facebook groupsHow it feels to build something when you’re completely out of your depthIt’s a love letter to ambitious marketers, and a reality check for founders everywhere.

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