Swim Against The Tide

Nick Rawlings has spent his career helping ambitious challenger brands compete against some of the biggest names in technology and communications. From taking on BT and Sky during the early days of cable to helping scale Plusnet, Nick has learned what it takes to get noticed, build trust and win customers in fiercely competitive markets.

In this episode, Nick shares the thinking behind great challenger marketing: understanding exactly what customers are frustrated by, finding a distinctive position and having the confidence to communicate differently from the established players. He also discusses the importance of building a brand that delivers on its promises rather than relying on clever advertising alone.

When at Gigaclear, Nick has applied those lessons to another major challenge—bringing better broadband to rural communities and competing in a market dominated by household names.

It is a fascinating conversation about career-defining campaigns, customer insight and the mindset required to keep challenging the status quo.

The SATT Team :) 

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What is 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.