Dan Germain is Head of Creative and Innocent Drinks. Marketing, Innovation, Creativity, Branding and Entrepreneurship Keynote Business Speaker
Dan Germain works at a company called Innocent, a nice little place where they make smoothies and other healthy drinks. He tells the story of how they came to be the UK’s fastest-growing food and drinks business. It’s a story that involves entrepreneurial ability, innovation, creativity, original marketing and fruit by the bucketload.
Anything you ever find in an innocent bottle will always be 100% natural and delicious – and if it isn’t, customers can get on the banana phone to voice their opinions. In fact, being accountable to their customers is something that is in Innocent’s blood.
In the summer of 1998 when the founders of the business had developed their first smoothie recipes but were still nervous about giving up their proper jobs, they bought £500 worth of fruit, turned it into smoothies and sold them from a stall at a little music festival in London. They put up a big sign saying ‘Do you think we should give up our jobs to make these smoothies?’ and put out a bin saying ‘YES’ and a bin saying ‘NO’ and asked people to put the empty bottle in the right bin. At the end of the weekend the ‘YES’ bin was full so they went in the next day and resigned.
Dan Germain focuses on specific areas, such as:
- The key to effective marketing
- How to get noticed without spending a lot.
- The seven rules of successful companies.
- How to start your own business.
- Innovation and Creativity on a tight budget.
- Building a brand from zero with no money.
- Creating a brand culture that people want to get involved with.
- Owning a tone of voice.
- Staying relevant as you grow and change.
Dan Germain has worked at Innocent since the company started in 1999.
These days his duties include overseeing the creative direction of the brand; everything from ads to products to digital to packaging, right across Europe. He also works in the areas of culture, sustainability, innovation and ethics, maintaining the brand’s most important values, and figuring out where that might take innocent in the next 10/20/50 years.
Creating the tone of voice and the brand culture from scratch are Dan’s proudest achievements, and he is still searching for ways to keep the business both useful and interesting.
In 2014 was named Designer of the Year in the UK, beating Apple’s Sir Jonathan Ive and Sir Paul Smith among others.