Ever wondered why some brands earn attention while others get overlooked?
In this episode of the DMI podcast, host Will Francis speaks with entrepreneur Ernest Cantillon about what it really takes to build brands people remember.
Ernest is co-founder of Black Emerald Irish Whiskey, COO of LYQD - a digital exchange for whiskey casks, and owns the pub Sober Lane in Cork, Ireland. Drawing on his experience across hospitality, food and drink, and e-commerce, Ernest shares the lessons he's learned from building businesses and taking risks in competitive markets.
This conversation explores the ideas and experiences that have shaped Ernest's approach to building lasting attention.
Ernest's top 3 tips:
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Timestamps:
0:00:00 – Why attention is every business's biggest challenge
0:01:12 – Building customer loyalty with email marketing
0:03:05 – Why WhatsApp Business is worth watching
0:05:00 – How hospitality marketing has changed
0:06:28 – Creating content people actually enjoy
0:07:45 – Building a brand through culture and community
0:08:57 – LinkedIn as a networking and personal branding tool
0:09:52 – Marketing products that require education
0:11:10 – Why in-person events still matter
0:12:16 – When unexpected content creates opportunities
0:13:35 – Experimentation, failure, and learning in business
0:14:00 – The restaurant pivot that didn't work
0:16:38 – Why failure is still worth it
0:18:54 – Personal branding as a founder
0:20:09 – Growing beyond founder-led businesses
0:21:51 – Looking after existing customers first
0:23:15 – Why the product is the marketing
0:25:16 – Positioning a premium whiskey brand
0:27:23 – Adapting marketing for international audiences
0:29:43 – When attention doesn't translate into sales
0:31:05 – Why consistent marketing beats viral moments
0:31:48 – User-generated content and simple marketing ideas
0:32:16 – Turning your product into your marketing
0:33:49 – The messy middle between awareness and purchase
0:34:18 – How AI is changing marketing workflows
0:35:53 – Why AI helps marketers do more, not less
0:37:48 – Ernest's top tips for building awareness