Articles by Jonny Keys | Startups Magazine

Jonny Keys

Jonny is Lead Strategist at Notepad. He is an integrated strategist and marketer with significant experience in growing brands, having worked on household names like Apple and BrewDog to fast-growing companies like DICE and Airbnb. Jonny develops and launches brands into competitive markets, understanding how to differentiate them at a brand level and identifying growth opportunities for clients.

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The branding lessons followed by every successful startup

In 2004 Lego was all but bankrupt and its target audience, children, had fallen out of love with it. The company faced extinction. Playmobil licked its lips. Fast forward to today and Lego’s revenue has gone from $6.7bn to $55bn Danish krone. It has five stores in London alone, one of the world’s most recognisable logos, and a catalogue of film, game, book and clothing merchandise. Its audience, moreover, now includes adults, whether the adults admit it or not.