The Power of Brand in an AI-Powered World: What it Takes to Drive Growth & Innovation with Tracksuit’s Connor Archbold

Unconventional Business

Historically, brand tracking and market research have remained exclusive to large corporations with budgets exceeding $100,000. But what if businesses of all sizes had an affordable way to prove the value of investing in brand? That was the question co-founders Connor Archbold and Matt Herbert asked themselves before starting Tracksuit in 2021 to democratise market research. Within three years, the rapidly growing start-up has hit an annual recurring revenue of more than $10 million, demonstrating the market’s appetite for affordable brand analytics.

In this insightful conversation, Connor shares his candid views on the start-up environment in Australia and New Zealand, unveils Tracksuit’s ambitions to achieve unicorn status, emphasises the increasing significance of brand awareness, and reveals the secret sauce of accelerating growth in the early days.

Whether you’re a marketer, entrepreneur or business leader you’ll walk away with insights, inspiration and practical advice from this episode.

Key episode moments:

• Exploring Connor's transition from lawyer to tech co-founder and what led to the birth of Tracksuit
• The start-up ecosystem in Australia and New Zealand
• The role of brand tracking in modern marketing
• The importance of brand awareness and full funnel marketing in both B2B and B2C
• Legacy brands and the power of reinvention
• Case studies such as Heaps Normal and Eucalyptus, showcasing the power of brand tracking on business decisions and growth
• How AI will impact the future of brand
• Sustainable growth for start-ups - why focusing on community building and customer engagement is crucial
• Embracing non-scalable strategies, and the evolving leadership challenges in a growing company

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Unconventional Business was written and produced by HubSpot Australia and VidPod.