In this episode of The FMCG Podcast, we're speaking with Brett Goldhawk, a global brand, innovation and communications specialist. Brett is the founder of branding & design agency DesignHawk, and has worked with some giants in the world of FMCG including: Unilever, Grupo Bimbo, Greene King, Associated British Foods, Procter & Gamble with brands such as Pataks, New York Bakery Co and Old Speckled Hen. He has expertise in brand insight, innovation, identity, packaging design, shopper marketing and tone of voice. This episode sees us getting into the detail of how brands can build brand resistance, how brands can stand out, and why brands should not focus all their efforts on growing the category during the hard times. Watch on YouTube or listen on most major podcasting platforms here: https://podcasters.spotify.com/pod/show/thefmcgpodcast