Start up
Gousto is an interesting brand in part because of its (close to) ideal startup story. Focused on user and revenue growth from the outset, the company began to gain traction in the market and revenues grew consistently up until around 2016.
It had done so with a young marketing team totally geared toward performance marketing – including flyering and door to door, not just direct response advertising. Other than a logo, it was spending “absolutely nothing” on brand marketing, Gousto CMO, Tom Wallis, told the IPA’s EffWorks Global conference (London, October 2022).
But what had worked well until...