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11 Mar 2024

The four killer components to making your brand a success

The four killer components to making your brand a success

You have a great product, and think you've got what it takes to go on and achieve ground-breaking success. Right? Well maybe…

On IFE Manufacturing's Trends & Innovation Platform, at 1.45pm on Monday 25 March, four leading industry experts will be taking to the stage to discuss the magic ingredients proven to quickly scale up an F&B brand. When it comes to launching a new product or growing an existing brand, how important are factors such as powerful storytelling, eye-catching design and sensible planning? Plus, in an increasingly crowded and competitive landscape for food & drink suppliers, how can newer brands stand out from the crowd? 

IFE Manufacturing catches up with Moderator Brett Goldhawk, Founder of DesignHawk, and panellists Gareth Turner, Founder of Big Black Door, Isabel Lydall, Founder and Insight Director at Curious to Clear and Richard Medley, Founder of Turning The Page, for a sneak peek ahead to some of the key talking points from the session. 

Click here to register for your FREE trade ticket to IFE Manufacturing 2024, taking place alongside IFE, The Pub Show, HRC and International Salon Culinaire. 

 Brett Goldhawk

Brett Goldhawk

“Standing out from the crowd matters, and investment in packaging design that flows from understanding shopper behaviour is essential. Being clear on who you are and what you do is what creates cut-through against the sector goliaths and the increasing dominance of Own Label.

"It’s not different for difference’s sake but it is about avoiding copycat territory and fighting for scraps. Every trade show sees great products, enthusiastic founders, and some optimistic sales data. But the crown jewel of packaging design is way too often non-existent or poorly executed, and that is self-sabotage.”

Richard Medley

Richard Medley

“The only unique thing brands can own is their distinctive story, journey and perspective. Going above product and great taste to share the brand beginning, middle and future ambitions, and being clear about your ‘why’ as well your ‘what’, builds a differential.

"Authentic is an overused word, but people remember and buy into colour, honesty, people stories and humanity, and a sense of energised storytelling that flows across communication channels. If you find your story heart and attitude, you have something that stands out to elevate a good product into one that can turn heads.”

Isabel Lydall

Isabel Lydell

“The most successful brands have a laser focus on finding out what their target audience need and value - and then give it to them. They act based on evidence, they check their assumptions and have deep curiosity about people and behaviour.

"Because when you see how people really use and shop a category - and how they respond to ideas – there is often surprise, but surprise that can be matched with actionable opportunities. It’s moving from doing what you think will work, to doing what you know will work.”

Gareth Turner

Gareth Turner

“Marketing is not just advertising. It’s bigger than that. It’s a growth strategy. It’s a deep understanding of your business, your brand, your ambition, your target audience, and their needs. It’s a strategic approach to where to play and what to say. And it’s a set of channel agnostic tactics to making your brand easy to think of, find and buy.

"Ensuring that every penny of spend and every minute of effort is pulling your brand in the right direction is sharpening your chances of success with the right plan.”

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