Brand Alchemy: The £Multi Million Formula for Challenger Brand Success, with big fish Perry Haydn-Taylor

In this episode of Brand Growth Heroes, Fiona Fitz is joined by one of the most influential figures in UK brand building over the last 30 years: the incredible Perry Haydn-Taylor, the creative mind behind one of the most famous brand consultancies in the business big fish®.

Fiona first met Perry in 2006 during her time heading up Gü France, and this conversation is full of the same sharp insight, warmth, and strategic clarity that made their early boardroom chats unforgettable.

With a client list that includes some of the UK’s most beloved challenger brands - think Gü, Charlie Bigham’s, Dorset Cereals, Clipper Teas, Sipsmith, Tyrrells, St. Pierre, Freddy’s Flowers, sofa.com, and more! Perry and his team at big fish® have consistently helped founders transform big ideas into commercially successful, category-defining businesses.

In this episode, you'll learn:

• Why the most successful founders are “restless in pursuit of better”
• The Power of Three framework: clarity × focus × effort = sustainable growth
• How to articulate your unfair advantage and make the right choice the easy one
• The role of charisma and storytelling in building buy-in from investors, retailers, and consumers
• How Big Fish has reframed entire categories — from tea and chocolate to salad and flowers
• Why hiring, values, and strategic simplicity are key to scaling well

This is a candid and insightful deep dive into what matters when building a brand, not just design and packaging, but conviction, focus, and a deep understanding of your customer.

If you’re navigating the messy middle of your growth journey, this episode is packed with practical frameworks and fresh perspective.

Useful Links:

big fish website

Connect with Perry on LinkedIn

Connect with big fish on LinkedIn

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!

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A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?

This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.

You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

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Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.