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How do you make a 200-year-old heritage brand behave like a modern challenger — without losing what made it famous?

In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Josh Daly, who helped take Grey Poupon from being “in the wilderness” to behaving like a brand with a clear point of view.

We get into:

• why Grey Poupon got delisted (and why that was actually useful context)
• how to spot duplication and pull away from the incumbent
• what was sacred (product quality, the jar) vs what had to change (tone, audience, comms)
• fast, scrappy insight gathering (farmers’ markets, real conversations)
• the tactics that moved the needle: a challenger campaign, relevant creators, merch, and smart use of data
• what Josh would do more of, less of, and avoid completely

If you’re trying to modernise a legacy brand or sharpen differentiation in a crowded category, this one will land.

Link:
www.makinmighty.com

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Thanks for listening. See you next time

makinmighty@gmail.com