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From Nothing to Everything: An inspiring saga of struggle and success from £2 to a £200 million business by Rami Ranger

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10. How to Build a Business That Grows … and Grows

THE LONGEST JOURNEY begins with a single step. We had altered our business model once again and this presented a new challenge to us. We knew how to sell but we didn’t necessarily know how to design, brand and promote. However, I followed my instincts and what I had learnt from my many years of selling consumer products to the everyday customer. I understood that the key thing was to use our Britishness as a selling point. Our products are almost solely made in the UK and Britain is famed all over the world for the quality and taste of its food and drink.

A brand begins with the name. The names we choose for our brands are very important because they have to instantly create the right image ...

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