These five brands are growing at an astonishing rate and featured in The Sunday Times FastTrack 100, a listing of the UK’s top-performing private companies and entrepreneurs. Strategic marketing consultancy, Added Value, takes a quick look at why and what they are doing right from a cultural perspective, proving that being culturally relevant is key to future growth. Read on for some inspiration.
The Cambridge Satchel Company – www.cambridgesatchel.com
These handmade satchels resonate with the trend of people valuing products which are made in an authentic, honest way. Consumers increasingly respect canny entrepreneurs who are reviving traditional production methods of the past, and these satchels reinforce their credentials with a classic design and association with the university city of Cambridge. The founders were featured in a Google ad which did wonders for their visibility and allowed people to see the human face behind the product.
BrewDog – www.brewdog.com
This brand captures the spirit of autonomy and authenticity valued by Gen Y. They’ve tapped into the craft beer craze, fuelled by people’s growing hunger to know more about how the things they buy are made. They set themselves apart from the other craft beers that flood the market by a unique stamp
of a witty, rebellious personality. They are valued for doing things their own way, stepping away from the big corporate world, from producing beers at high APV, to declaring they ‘do not give a s**t’ about the Portman Group officially banning their Dead Pony Club ale.
The Drake and Morgan – www.drakeandmorgan.co.uk
The Drake and Morgan bars have a dedicated area where customers are invited to learn how to become expert mixologists. Their soaring popularity goes hand-in-hand with consumers’ new-found thirst for knowledge. We’ve noticed a trend, especially amongst Gen Y, where the acquisition of
knowledge has become a new currency and a form of self-expression. These consumers are shunning the traditional all-knowing ‘expert’ and are learning for themselves. And there is no subject too niche – whether that be a butchery masterclass, taxidermy lesson or, indeed, a crash course in mixology.
Morphsuits – www.morphsuits.co.za
Morphsuits capture the spirit of creativity and self-expression. The increased desire for fancy dress resonates with a trend we’ve seen that embraces silliness, fun and outright frivolity. This playfulness is no longer restricted to children’s parties. Festivals have now capitalised on this trend, hosting activities that revolve around childhood games and openly encourage fancy dress. We are seeing an increased desire for moments of irresponsibility that allow consumers to let go of their inhibition and broadcast themselves in the most silly and avant-garde costumes possible.
Fever Tree – www.fever-tree.com
Fever Tree has successfully premiumised the common mixer. They’ve tapped into a growing consumer desire for products that openly celebrate the provenance of ingredients, having discovered a natural alternative to quinine in the Congo. They’ve created a unique delicate mix of botanical flavours and natural colours, which serves as a perfect accompaniment to a spirit without overshadowing it. Fever Tree has also created a holistic brand experience, with unique pop-up gin and tonic bars at gardens in London, a brilliant platform to showcase the aromas and tastes of its distinctive botanical ingredients.