Innocent: Brands have to be ruthless when recruiting to retain challenger status

A challenger brand stops being a challenger when it recruits the wrong people, according to Innocent CEO Douglas Lamont, who advises brands to be ruthless about finding people who truly embody the company culture.
Speaking yesterday at Marketing Week Live (8 March), Lamont said having a challenger mindset helps Innocent recruit the right people and keep that culture alive.
“Being a challenger is about the type of people you recruit and their hunger to challenge the status quo.
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