How Lucky Saint is using brand codes to become iconic with Emily Laws, Head of Brand

This week we led Lucky Saint’s Head of Brand, Emily Laws, not into temptation but into Call To Action's recording studio.

With marketing chops spanning a decade in brand management, PR, and brand activation, Emily is currently breaking rules and honouring traditions at the helm of the UK’s Number 1 Dedicated Alcohol-Free Beer.

We get in a round of tantalising topics, including her first jobs selling shoes and speaking French, how The Yorkshire Post dashed her dreams, Flat Eric, behaving like an iconic brand, not doing ‘new’ for new’s sake, using brand codes with fresh consistency, why they don’t talk about hangovers, riding the alcohol-free wave and cracking on with whatever data you have (or don’t have), the tattoo test, and loads more. If you’re a fan of Lucky Saint or simply proper marketing, pour this into your ear holes. 

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Follow Emily on LinkedIn 
Here’s Lucky Saint 
And their Marylebone pub, The Lucky Saint 

Timestamps
(01:44) - Quick fire questions
(02:45) - First jobs, speaking French, and dashed dreams of being a journalist 
(10:20) - Brand codes and behaving like an iconic brand 
(15:20) - Not giving in to the pressure to always bring something new 
(18:45) - How attitudes to alcohol-free are changing 
(21:10) - Research, data, and wrong assumptions 
(33:40) - Staying humble and being market-oriented 
(48:50) - Listener questions 
(54:59) - 4 pertinent posers 

Emily’s book recommendations are: 
The Making of a Manager by Julie Zhuo
Damn Good Advice by George Lois 
Alchemy by Rory Sutherland
The 48 Laws of Power by Robert Greene 

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