PERSPECTIVE3-5 min to read

How to build a brand on a budget

Online networks have turned traditional marketing on its head – and offer entrepreneurs amazing opportunities to build their brands from scratch for next to nothing.


"Industrial era" marketing – where you "throw everything at the wall and hope something sticks" – is over. Instead, our digitally connected world has given rise to communities with shared passions, where new brands and businesses have a real chance of stealing customers from the incumbent mega-brands.

It's a world in which household-name cosmetics giants, for example, quake at the competition posed by a teenager whose business – and brand, and influence – was built in the space of a few years with no original investment other than a smartphone.

This is the radical view of Mark Adams, founder in 2005 of the first digital talent consultancy (since sold to William Morris Endeavour), Chairman of the UK's Digital Leadership Council and Head of Innovation at Vice Media in London. In this video clip he spells out the opportunity for young businesses to grow their brand online – and for almost zero cost – by:

  • finding their first 1,000 true fans
  • marketing with them, not at them
  • creating deep relationships with limited numbers of people – and let them become your brand advocates.

Mark, who addressed a Cazenove Capital audience in 2019, has been among a number of extraordinary guests to speak at events held for our network of business owners and investors.

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This article is issued by Cazenove Capital which is part of the Schroders Group and a trading name of Schroder & Co. Limited, 1 London Wall Place, London EC2Y 5AU. Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. 

Nothing in this document should be deemed to constitute the provision of financial, investment or other professional advice in any way. Past performance is not a guide to future performance. The value of an investment and the income from it may go down as well as up and investors may not get back the amount originally invested.

This document may include forward-looking statements that are based upon our current opinions, expectations and projections. We undertake no obligation to update or revise any forward-looking statements. Actual results could differ materially from those anticipated in the forward-looking statements.

All data contained within this document is sourced from Cazenove Capital unless otherwise stated.


Business owners

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