In this conversation, Dom Dwight, Director of Strategy, Insight, Innovation and Diversification at Bettys and Taylors, shares his journey with taking the national treasure that is Yorkshire Tea to No.1 in the UK.

He shares how his love of Leeds, post his university studies, and the local food scene saw him land at Yorkshire Tea's HQ in Harrogate over 14-years ago.

In explaining how they got to "Let's have a proper brew" he discusses the brand's evolution, marketing strategies, and the importance of social media in engaging with consumers. He reflects on the cultural identity of Yorkshire, the balance between confidence and humility in branding, and the significance of humour in advertising.

Dom also offers valuable insights for future generations in the industry, emphasising the need for listening to consumers and adapting to market changes.

Swim Against The Tide:

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email satt@thisisaudience.com and we will be in touch.

We hope you enjoy this podcast, if you do, please leave a like and subscribe to our channel!

The SATT Team :)

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