In Brief

The creative director at Innocent Drinks talk about how you don't need to be the biggest or brightest to build a strong brand.

At PSFK CONFERNCE LONDON 2012, Dan Germain from Innocent Drinks showed how important it is to tell human stories to shape and develop a brand. The Creative Director has helped Innocent go from a small, local brand, into a household name across Europe. Germain revealed that developing a strong brand isn’t just about being the loudest, brightest, or the biggest. It’s more about reaching out to your fans making meaningful interactions.

Innocent is a strong believer that small details can make a big impact, especially when it comes to user-generated content. For example, the knitted hats on top of the bottle caps, or the quirky and fun messages found at the bottom of each bottle, “Stop looking at my bottom” or “Trapped in a bottle factor, send help.”

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