S4 E3 with Liam Shannon, Fashion Marketing Consultant

Episode Title: Brave Generalism Ger once paid €100 for a t-shirt. Willingly. In this episode, you'll find out about Represent, the company that made the t-shirt in question, and how it has grown from a garage operation in Manchester (UK) to a £100 million company with a flagship store in Hollywood (USA). Joining Gordon and Ger to tell the story is Liam Shannon, former head of marketing at Represent, now an independent fashion marketing consultant, who joined Represent as employee number 11. You'll hear how becoming a self-taught marketing Swiss army knife helped Liam build an effective marketing team with a focus on long-term customer relationships rather than short-term sales. You'll also hear how Represent cracked America and how brand, story and world-building are fundamental to growing organic reach online, now that paid is losing its potency. Above all, Liam talks about how bravery in all aspects of your business is the key to growth. If you've ever wondered how a company manages to charge €100 for a t-shirt, you'll want to hear this episode.