The day we spoke to Tom Ellis for this story, he was celebrating his ten year anniversary with Brand Genetics: an independent brand growth consultancy that specializes in the area of front-end insight, strategy, and innovation. Tom joined Brand Genetics in 2011 as a Director; he is now the CEO and Co-Owner of the consultancy.
To better understand how Brand Genetics helps its clients adapt to a changing world, let’s use beer as an example—perhaps in the spirit of Tom’s anniversary celebration. “Most clients tend to see the world through their own lens,” Tom said. It’s a natural human tendency. For example, someone working in the beer industry will “see their world as a brewer and worry about other brewers, or, maybe, if they’re enlightened, [they’ll worry about] other drinks.”
“Now, you and I, when we shop the aisles, we’re thinking, oh, I fancy a beer, but it’s less about, do I have Budweiser or Miller? [Rather, it’s more like] I’m going to a barbeque, I’m hanging out with my mates, let me grab something that will suit that occasion. That might be beer, seltzer, or wine. The idea is, I’m trying to create a great engagement with my friends. And there are lots of different ways of doing that,” Tom said.