How I Built This with Guy Raz – Sir Kensington’s: Scott Norton and Mark Ramadan

Intro

In this episode of “How I Built This with Guy Raz,” Scott Norton and Mark Ramadan, the co-founders of Sir Kensington’s, a ketchup brand, share their journey of building a successful brand in a market dominated by a single player. Inspired by Malcolm Gladwell’s article on Hines’ dominance in the market, they created a fictional backstory for the brand centered around an aristocrat named Sir Kensington, which intrigued consumers and helped them stand out. Despite facing challenges, including financial struggles and nearly ending their co-founder relationship, they sold over 2.5 million jars of their product by 2015. Eventually, Unilever acquired Sir Kensington’s in 2017, but the founders remain involved in the brand.

Main Takeaways

Storytelling and Innovation in Building a Successful Brand

• Scott Norton and Mark Ramadan founded Sir Kensington’s, a ketchup brand, in 2010, inspired by Malcolm Gladwell’s article on Hines’ dominance in the market.
• They created a fictional backstory for the brand, centered around an aristocrat named Sir Kensington, which intrigued consumers and helped them stand out.
• Sir Kensington’s success shows the power of storytelling and innovation in creating a successful brand, even in a crowded market dominated by a single player.

The Power of Diverse Backgrounds and Experiences

• Mark and Scott met in college and bonded over their differences, discussing ideas and career plans over lunch.
• Founders had diverse backgrounds and experiences that contributed to their success.

Challenges and Triumphs in the Early Stages

• The idea for the business started as a time-bound experiment their senior year of college.
• They faced financial struggles and nearly ended their co-founder relationship.
• Sir Kensington’s success grew, and by 2015, they had sold over 2.5 million jars of their product.

The Acquisition and Continued Involvement

• Unilever eventually acquired Sir Kensington’s in 2017, but the founders remain involved in the brand.
• Despite the acquisition, the founders continue to contribute to the brand’s success and growth.

Summary

Storytelling and Innovation in Building a Successful Brand

Scott Norton and Mark Ramadan founded Sir Kensington’s, a ketchup brand, in 2010, inspired by Malcolm Gladwell’s article on Hines’ dominance in the market. To stand out in a crowded market dominated by a single player, they created a fictional backstory for the brand, centered around an aristocrat named Sir Kensington. This storytelling approach intrigued consumers and helped the brand gain recognition. Sir Kensington’s success highlights the power of storytelling and innovation in creating a successful brand.

The Power of Diverse Backgrounds and Experiences

Mark and Scott, the co-founders of Sir Kensington’s, had diverse backgrounds and experiences that contributed to their success. Their different perspectives and ideas allowed them to bring unique insights to the brand and navigate challenges effectively. Their bond and discussions during college lunchtimes laid the foundation for their partnership and eventual success.

Challenges and Triumphs in the Early Stages

The journey of building Sir Kensington’s was not without its challenges. Starting as a time-bound experiment in their senior year of college, the founders faced financial struggles and nearly ended their co-founder relationship. However, their perseverance and the growing success of their product led them to sell over 2.5 million jars by 2015, proving the viability of their brand and innovation.

The Acquisition and Continued Involvement

In 2017, Unilever acquired Sir Kensington’s, recognizing its potential and success. Despite the acquisition, the founders remain involved in the brand, contributing their expertise and passion. This continued involvement ensures the brand’s authenticity and maintains the connection between the founders and their loyal customers.

Conclusion

Scott Norton and Mark Ramadan’s journey of building Sir Kensington’s showcases the power of storytelling, innovation, and perseverance in creating a successful brand. Their unique approach to ketchup, along with their diverse backgrounds and experiences, set them apart in a crowded market. Despite facing challenges and eventually being acquired by Unilever, their continued involvement ensures the brand’s authenticity and success.