Jono Wylie

Challenger brand consultant at eatbigfish

Jono (rhymes with Bono) is a consultant at eatbigfish, the global authority on Challenger Brands. He helps brands identify and clarify their Challenger mindset, working mostly with brands based in the US and UK. He’s crammed quite a lot of weird and wonderful experience into the last decade, having worked and lived in London, New York, LA and Manchester alongside PR people, event producers, advertising bods, design studio folk, and a startup business in California for a famous Hollywood type. He built a canned water business from scratch around the same time that Liquid Death was launching: the product he built had superior eco credentials and tasted better, whereas Liquid Death chose to focus on brand , and we all know which one is worth a billion dollars now. He learned the hard that brand is very, very important. Helping other brands learn from his mistakes is what he spends most of his time doing now. Oh, that and raising five kids in Cheshire, UK with his lovely wife.