In the latest episode of Scratch, we engage in a riveting conversation with Tom Rainsford, the Marketing Director of Beavertown. Ranked among the 'Top 50 Creative Leaders' by Creative Review, Tom delves into Beavertown's inspiring journey, transitioning from a small-scale brewery to achieving an annual beer production of 5 million liters. He sheds light on the essence of genuine customer engagement, the intricacies of creative leadership, and his unique experiences as one of the founders of the Giffgaff Mobile Network. A blend of business insights and creative wisdom, this episode is a must-listen for anyone eager to learn from a seasoned industry leader.
Welcome to another episode of Scratch. In this episode, Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been ranked among Creative Review's 'Top 50 Creative Leaders' and has held positions as a Director of Brand Engagement & culture @Giffgaff.
Diving into the conversation, Tom unravels the intricacies of brand positioning and the importance of being culture-forward in advertising. Together, Eric and Tom explore the significance of connecting with consumers on a genuine level. Emphasizing the critical role of authentic brand storytelling, Tom sheds light on the challenges and rewards of crafting unforgettable advertising campaigns.
The duo then discusses Beavertown’s distinctive branding approach, showcasing the potency of insight-driven creativity. Furthermore, Tom reflects on the pivotal role of community in fostering brand loyalty and engagement, emphasizing the need for brands to resonate deeply with the cultural zeitgeist for enduring success.
Watch the video version of this episode on Youtube 🎬 - https://youtu.be/hzy9ObAwCWY
Chapters:
[03:18] Story of Beavertown
[07:30] - The why of disruption
[14:30] - The importance of having a Goliath
[22:20] - What did your learning contribute to Beavertown?
[27:00] - Is creativity dead?
[33:00] - Staying relevant in an ever-evolving market
[41:45] Favorite challenger brand
"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Eric on LinkedIn and tweet him @efulwiler.
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