Digital on Tap: Innovation, Purpose & Growth
At our recent Digital on Tap event, we brought together creative thinkers, business leaders, and innovators for an evening of connection and insights.
The event was hosted by Jonathan Aindow, Sales & Marketing Director at equ, and featured two powerhouse speakers who shared their journeys, challenges, and lessons learned.
From Vision to Reality: Michael Payne of Lightning Minds
Michael Payne, founder of Lightning Minds Non-Alcoholic Beer, captivated the room with his candid and inspiring story of building a purposeful brand in a growing market.
Some of the standout lessons from his talk included:
- Optimism, naivety, and tenacity are powerful drivers when bringing a vision to life.
- Assembling the right team early can make all the difference, for Lightning Minds, this meant partnering with a brilliant brewer eager to explore non-alcoholic brewing.
- Exploring alternative approaches, like contract brewing, can help reduce capital intensity while maintaining quality.
- Collaborating with creative minds and agencies opens opportunities for clever, engaging, and sometimes reactive marketing (check our their viral campaign here)
Unpacking the Customer Journey: Kirsty O'Connell
Kirsty O’Connell, Senior Account Director at equ, offered invaluable insights into customer journey marketing — a critical framework for connecting marketing, communications, and experience.
Key takeaways included:
- The importance of deeply understanding the customer journey and mapping the full lifecycle.
- How this process can optimise marketing efforts and link ROI to meaningful customer outcomes.
- The potential for better collaboration between product, marketing, and experience teams when everyone sees the same customer picture.
This was particularly validating for the designers and marketers in the room — proof of how interconnected our disciplines truly are.
What's next?
We’re grateful to everyone who attended and contributed to making this event such a success.
Keep an eye on our channels for announcements about the next equ event — we can’t wait to see you there!
