If you are serious about brand building at scale, this is the episode for you. Richard Cotter is a brand consultant at the top of his game. He left school at 17 and developed his career to the point where now he is parachuted to work with large organizations that have brands that are underperforming and help scale them. He is best known for turning around outdoor performance and lifestyle brand Berghaus. He is the author of the book The Zebra Reality: How to Create Unstoppable Organizational Momentum’ and achieve all your business goals. In this episode, Matt Davies and Jacob Cass sit down with Richard and tuck into how he has got to where he is and his top tips on scaling underperforming brands. We talk about differentiation, attributes of global brands, the power of alignment, and the five steps for creating organizational momentum. A super episode packed with value with someone who has been there, done it, and got the Berghaus T-shirt.