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Most food and drink brands say they’ve got a tone of voice but walk down any supermarket aisle and you’d struggle to tell them apart.

In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh is joined by Kevin Karaca, founder of The House Outside, to unpack what tone of voice actually is, why so many brands play it safe, and how challenger brands can use language to create clarity, memory and real stopping power.

We get into:

• why “sounding like everyone else” is usually fear, not strategy
• the difference between clear vs clever (and why clever often loses)
• what a brand really is (hint: it’s not your logo)
• a practical way to find a voice that’s actually yours

If you’re a founder or brand builder trying to stand out and sell more, this one will help.

Got a question you want answering or a topic covering? Why not text or send it into me? makinmighty@gmail.com

If you want to contact the amazing Kevin Karaca drop him a line on: hi@thehouseoutside.com or visit www.thehouseoutside.com

If you found this useful, please share it with someone building a food or drink brand who’d get value from it.

You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMighty

And if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.

Thanks for listening. See you next time

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Chilled is one of the toughest places to build a food brand and most challengers don’t survive it.

In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh sits down with Gaz Booth, founder of Holy Moly, to talk honestly about what it really takes to break through in a brutal category.

We get into the real story behind the brand, the early mistakes, what scaling actually teaches you, and the misconceptions founders have about marketing and selling in chilled.

This is a grounded, practical conversation for anyone building a challenger brand in food and drink without the fluff.

If you found this useful, please share it with someone building a food or drink brand who’d get value from it.

You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMighty

And if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.

Thanks for listening. See you next time

Send us a text

In this first solo episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh breaks down what a challenger brand actually is and why most brands get it wrong.
It’s a short, honest look at the mindset that separates real challengers from the ones who only use the word in their pitch deck.
Simon shares the core truths he’s seen across the industry, the common traps founders fall into, and a simple definition of challenger behaviour that sets the foundation for the whole show.

If you found this useful, please share it with someone building a food or drink brand who’d get value from it.

You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMighty

And if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.

Thanks for listening. See you next time