'Creativity Matters' Podcast: Ben Branson, founder and CEO of Seedlip
GUEST: BEN BRANSON
TITLE: FOUNDER & CEO
COMPANY: SEEDLIP & AECORN APERITIFS
This week I'm excited to be talking to Ben Branson as part of our 'Creativity Matters' series of podcasts.
Ben is the founder of Seedlip, the world's first non-alcoholic distilled spirit and just recently its sister brand, Aecorn Aperitifs.
Coming from a brand strategy background, he also grew up in a farming family and his interest in botany and 'creating' served him well when he decided to go it alone from his kitchen with a new idea to create a 'grown up' non-alcoholic drink.
Resulting in the creation of a brand new drinks category, Seedlip has successfully positioned itself as 'what to drink when you're not drinking', has been placed on the back bar of many a classy drinking establishment, and is now adorning the shelves of some of our well known supermarkets.
Creative Moment Podcast Ben Branson
[00:01:13] How Ben, having previously worked in the creative sector, now has a proper job!
00:01:21] How influential Ben's knowledge of brand strategy was to him when creating Seedlip.
[00:02:24] How his career in brand design helped him understand what drives people to make decisions about what brands and products they choose.
[00:02:56] How the name Seedlip came about.
[00:05:13] Why the emotions of love/hate that a brand like Seedlip brings out in people are important.
[00:07:10] Why Ben puts 99 percent of Seedlip's success down to the timing.
[00:08:28] How the alcohol landscape has shifted: globally we are drinking less alcohol, but value is hugely up.
[00:08:58] Why Ben loves the energy, commitment and creativity that top cocktail bars give to a drink.
[00:09:20] "Oh you're boring" or "you can't have a good time" because your not drinking - why suddenly all those taboos and shackles seem to have been released.
[00:10:32] As a CEO looking back on his first career, what would Ben say the creative sector gets right from a brand perspective and what do they get wrong?
[00:11:18] Why proving the value of something intangible like creativity or design commercially remains a big challenge.
[00:12:11] What do creative agencies get wrong from a client perspective?
[00:12:27] Why creatives must understand that, from a business perspective, there are loads of other aspects to consider other than just what the brand might look like.
[00:13:42] Why Seedlip does most of their marketing via its in house team.
[00:15:22] Ben tells us about the experimentation of Seedlip in the early days.
[00:16:50] Why it took two years to create the Seedlip Spice product.
[00:17:29] Ben tells us what happens if you distil a pebble!
[00:20:17] Why Ben has set up the brand Acorn Aperitifs as a second business, separate to Seedlip.
[00:20:54] What it's like as a UK startup going global.