A big interview yesterday with the founders of Innocent Smoothies, one of my favourite companies, shows how they go from strength to strength.
The piece suggest that "further growth will be far tougher. Innocent’s quirky marketing style is ill-suited for the mass market, and will be incomprehensible on the Continent" while an advertising man describes their approach as "anti-marketing." I disagree on both counts. Mass markets here and abroad are made up of lots and lots of individual sentient humans and the combination of a great product with a self-deprecating story attuned to the worldview of those individual customers is exactly what marketing should be about.