All Marketing knowledge

The Berlin neobroker reached around 8 million users and a €12.5bn valuation by making investing feel effortless — and is now betting its brand on the least glamorous mission in finance: closing Europe's pension gap.

Air Up convinced millions that plain water can taste of cola or peach using nothing but scent — a genuinely novel product that it turned into a viral, creator-fuelled global brand out of Munich.

In an industry that spends fortunes on athletes and ad campaigns, Veja spends almost nothing — and became a cult global sneaker brand anyway. Its 'no ads' model is a provocation every marketer should sit with.

France's most valuable startup turned refurbished electronics from an embarrassing compromise into a smart, status-worthy choice — and just turned profitable. It's a masterclass in de-stigmatising a whole category through marketing.

Four friends, a Shark Tank deal and a lot of toilet humour turned a joke product into a serious challenger with ambitions to replace toilet paper. Dude Wipes proves personality can be a genuine competitive moat.

Olipop didn't invent prebiotic soda — it out-marketed everyone in it, reaching a $1.85bn valuation by selling nostalgia and gut health in the same can. It's the clearest proof that in functional drinks, the story is the product.

Born from a design school project and propelled by an Earthshot Prize, Notpla turns seaweed into packaging that vanishes. With £20m in funding, it's betting that 'actually disappears' beats 'technically recyclable'.

Most big brewers bolted an alcohol-free line onto an existing portfolio. Lucky Saint did the opposite — building a premium brand that sells only alcohol-free beer, and riding the moderation wave to record category funding.

From reselling vintage on eBay to a profitable, B-Corp certified fashion house courted by the Bettencourt family's investment arm, Sézane is the DTC fashion story Europe keeps trying to copy.

In three years Graza took a commodity nobody thought about — olive oil — and built a nine-figure brand on a squeeze bottle, creator seeding and a DTC-first playbook. Here's how.