Lining up a row of brightly coloured smoothies on his kitchen table, Paul Lindley turned to a group of young children he had gathered round and asked: “Which is best?”
It was his own son, Paddy, who pointed to one of the fruity mixes and stated emphatically: “The red one. Red like my fire engine.” The four-year-old was so certain that Lindley decided to release it as the first product of his new baby food company under the name The Red One, complete with scarlet packaging.
Branding consultants dismissed his plans as “crazy”. They told him that pastels, greens and browns would convey the key “organic” message of his products. Bright colours, they insisted, would strike the wrong note. But Lindley stuck to the toddler’s view – and it was an approach he applied to more than just branding.
With no previous business experience and only £25,000 ($32,339) capital, Lindley knew he wold need to embolden his pitching confidence in order to persuade manufacturers and supermarkets to work with him.