Mid-Day Squares & Perfect Ted LIVE Part 2 "How to Build a Brand Out-Loud"

YES! It's Part Two of our LIVE London event with Jake Karls of Mid-Day Squares and Shani Higgs of PerfectTed, hosted LIVE by our wonderful friends at Lucky Saint Pub, London.

This episode is a recording of the audience Q&A that followed the live interview. And WOW! what a session it was. Founders and industry friends in the room asked some incredible questions, and the answers from Jake and Shani (PerfectTed’s Head of Sales, who stepped in after Marisa left) were packed with honesty, insight, and lessons you're going to be able to take away and use to add real value to the way you work.

If you haven’t listened to Part One yet, scroll back one episode to catch the full conversation about how both brands have scaled so quickly, from kitchen tables to category creation.

What we talk about:

• Jake on scaling Canadian brand Mid-Day Squares NATIONALLY the USA and even beyond.
• Shani on building PerfectTed’s sales engine and breaking into retail.
• How they balance ambition with resilience when things get tough.
• The importance of storytelling and transparency in attracting fans (not just customers).
• Lessons on founder communication, trust, and team dynamics from two fast-growth brands.
• Practical insights into category creation, competition, and global expansion.

If you enjoy this episode, please share it with a friend, colleague, or fellow founder! And don’t forget to hit follow/subscribe to Brand Growth Heroes on your favourite podcast app so we can continue to bring you the best guests and the most valuable golden nuggets.

Useful links
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Mid-Day Squares on LinkedIn

Perfect Ted LinkedIn

Midday Squares Instagram

Perfect Ted Instagram

Perfect Ted TikTok

Lucky Saint on LinkedIn

Lucky Saint
Midday Squares

Perfect Ted

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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!

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