Scaling a Challenger Brand, Consumer Insights & IRL events

TL;DR

In this episode of Connected Thinking, we're joined by Lucy Murray, Brand Director at Free Soul. Lucy has been part of Free Soul’s journey for the past five years, from its early days as a three-person team through its growth across Amazon, TikTok Shop and retail. Today, she oversees social, creative, partnerships and TikTok Shop, giving her a unique perspective on how challenger brands can grow while keeping their community at the centre.

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We're chatting about:
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→ How ownership shapes the way the brand empowers its community
→ Measuring the impact of brand events beyond attendance and reach
→ Brand learnings from co-creating with consumers
→ The different strategies needed to drive numbers vs build brand advocacy

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