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Highlights from the episode:Their Head of Brand position didn't exist. And in fact, there was no brand team, Yoco, in the startup phase that they were at, and in many respects, we're still at, the mentality is usually growth hacking, it's performance marketingThe core job of a brand team is to build a really strong competitive moat around yourself. So that if competitors do come in with a really low price product, or some fantastic promotion, or some campaign, you're not going to feel the effects of that. There was a realisation for me early on in this process, that the real gold that we had at Yoco was our customer's stories, not our own story.The concept of having a strong community of customers who are at the centre of that community and can become your evangelists over time, and you have the ability to have two way conversations all the time is absolutely critical for brand building, but also just building your business.We were a bit pissed off, to be honest, because we realised that the decision-makers i