Patrick Horton

Background

I trained at Glaxo Smithkline and labbatt Brewing UK and then moved on to United Biscuits where I rebranded McCoys Crisps (hunger beating) and Discos (big flavas). After a brief respite I returned to work where Organix Baby Food was followed by Dorset Cereals.This led my move over to the design, branding and marketing Consultancy Big Fish where I worked on the rebrands of amongst others: Yeo Valley / TJ Fudges/ Kallo / Whole Earth / Whitby Seafoods / Balans Restaurants. I am now looking after the marketing for Forthglade Natural Petfood and Cornishware.

What skills can you bring as a mentor?

Marketing and the importance of really understanding what you do and why you do it. After spending a number of years working in a variety of business I know how to see the wood from the trees when it comes to the commercial strategy of a brand. As well as working on some great successes I have also seen a few mistakes along the way, and understand why they happened. Always best to learn by the mistakes of others.

What do you think makes the difference between a good business and a brilliant business?

Keeping it simple, understanding the consumer and not trying to complicate matters. Be honest and bring your brand to life with an emotionally appealing story that people can relate to. Respect your customers.

If you had your time again in business, what would you do differently?

Only ever work for businesses that you believe in and have values that match yours. Trust your intuition and avoid compromise. Wherever possible have a share in the business – however small.

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Commercial & Marketing Director, Forthglade