Tim Day on brand building

Creating brand concepts, turning them into reality, and then launching them can be a perilous journey. I know this only full well from my own experience with my own brand WOKKA - fusion vodka.

It took almost four years before we managed to achieve meaningful sales traction in our key markets.Our strategy in the US in particular was all wrong; rather than building the brand block by block with a team on the ground, we were tempted by large volume potential of state-wide distribution.


While it was flattering that the brand was listed in 960 bars across Florida within four weeks from launch, it was actually damaging - in fact, we bit off more than we could chew. Without the necessary localised support the brand sat prettily on the back bar and gathered dust. Subsequently we turned matters around, the brand is now flourishing but importantly we learn from our mistakes.


Some years have passed since those exciting but uncertain days, and now my time is spent identifying opportunities, creating and developing brands for clients.
Even in these financially turbulent times, it would be tempting for drinks companies to park their new product development activities.
However, the consensus from my clients is that innovation remains a critical aspect of keeping one step ahead of the competition.

Tim Day is founder of brand consultancy company, Tim Day Brands

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