How Oatly ourperformed thanks to a commitment to brand-led business transformation

The ability to build a compelling global brand is a rare skillset.

For those who are on a journey to become better brand builders it's always very useful to get a glimpse into how the world's best brand builders actually think.

John Schoolcraft runs the Ministry of Mind Control, which is the internal creative unit of Oatly. He's the guy ultimately responsible for turning a boring commodity (oat milk) into a $10billion gem. And here he is sharing the Oatly approach with the guys from the Black T-Shirts podcast.  

John and his team are what can best be described as a 'brand assassins'.

Their entire focus is to sweat the Oatly brand asset so hard, that they squeeze every last little bit of advantage out of every opportunity that comes their way.

Major take out - being a great brand builder takes practice, practice, practice. There's no place for arrogance and you're only as good as your last campaign.