Product details

Dan Featherstone was an entrepreneur and founder of Made For Drink, a premium bar snacks company he launched in the UK in 2016 to provide food lovers with a perfect snack to accompany alcoholic drinks. Whilst at first enjoying rapid success, winning awards in several different categories and supplying over 300 of the world's leading food & drink establishments, mid-2022 found Featherstone worrying about the future of his business. Having taken a hit in the pandemic, he was preparing to enter a crowdfunding raise for GBP600,000 and he knew he needed to articulate the fundamental elements of his business clearly to investors. Scrambling to get his pitch and investor pack ready, he found himself in need of a clear brand positioning strategy to communicate to investors. He was considering three positioning options which were aligned with the brand's values and had to choose one.