STOP trying to STAND OUT on supermarket shelves

No wonder you’re failing mate….

Good brands ask this question:

How do we stand out on supermarket shelves? 

NEWSFLASH!!!

It’s 2025.

This no longer works.

We’re in the Blandemic of Brands, a Sea of Sameness, a Melting pot of Meh

It’s easier than ever to start a brand.

Yet harder than ever to STAND OUT

Today,

The Great Brands ask DIFFERENT & BETTER questions

• Does our brand ”FIT IN” at a Vivienne Westwood fashion show?

• Does our brand elevate our consumers' status when placed on the kitchen counter at dinner parties?

• How does our food brand act like Jo Malone or Aesop?

Today brands must shift towards Fashion-FMCG brands.

Crosta Mollica’s new rebrand from my wonderful friend Perry Haydn Taylor is a genius example of this.

Just look at the packaging, it’s more Milano Fashion week vs. frozen Saino’s aisle.

stop trying to stand out on shelf.
start looking in bewilderingly obscure places for inspiration.

how are you going to think like a Fashion brand?

Hope you’re slaying Silly Season xx

Still Hungry? Course you are…

Please feel free to gorge on the most downloaded podcast episodes of all time (these are CERTY: BANGERS)

1. Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories 

2. Waitrose CEO: How Challenger Food & Drink Brands Can Win and Build Profitable Partnerships with Waitrose - James Baile

3. Spencer Matthews: How Spencer Matthews Built Unshakeable Resilience and Raised + £10m to Launch Clean Co. in Sainsbury's, Tesco and the U.S.A. 

4. How Grenade Exited to Mondelez for £200 Million and Lessons in Unapologetic Authenticity- Juliett Baratt

5. Tyrells Tycoon: How William Chase built and sold Tyrells for £50 million and sold Chase Distillery to DIAGEO 

Or read our most read articles of all time

1. Quick quick - we must escape the Middle

2. You moron you let the disease infect your mind

3. do you like bad sex?

4. raving in Ibiza taught me six brand building lessons