Troy McKinna is the author of Brand Hustle – 4 Critical Foundations to Accelerate Brand Growth.
Troy believes in the power of building brands because brands connect products and services with consumers. Brands strengthen P&Ls and drive growth. Brands attract the best talent and provide a beacon in the sea of choice.
At his business, Agents of Spring, Troy builds brands by creating disruptive, consumer led products and services, by leveraging the creative problem solving framework.
Troy helps organisations curiously seek out and creatively solve their customers most valuable problems. Problems, that once solved, create value for both consumers and organisations. The problems that motivate consumers to pay brands to solve.
As a start-up entrepreneur and co-founder of Quest Beverages, he practices what he believes and is inspired by the journey of building the Calm & Stormy brand from nothing. A brand with a mission: Healthier people living on a healthier planet.
During the conversation Julian explores Troy's book, Brand Hustle, in detail. Episode highlights include:
- Why Troy decided to write Brand Hustle
- How brand contributes to the financial success of an organisation
- Why it's important to understand the problem you are solving for your customer
- How brands can stand out and deliver
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