This morning Thoughtful attended a breakfast meeting with Dan Germain of innocent, organised by Business Northwest.

We've never met Dan before, and two things struck us:

1. He's tall.

2. What you drink is what you get.

We’re not writing this because Dan might read this and think we’re nice guys. It’s because innocent and their communications are often discussed in our studio.

We really like innocent, but at times we can take a cynical view of their irreverent image, and question if their style of communication feels genuine - especially when you have 100,000 people attending your ‘village fete’.

It would be a fair question to ask if it was all invented, or fake.

But after meeting Dan, listening to him talk, we have to say: it’s all true.

The tone of voice, the village fete and the grass covered vans are not some brand consultancy’s creation, it's a genuine reflection of who they are as people. In a similar way that Rutger Hauer was the embodiment of a pint of Guinness in the 80’s Pure Genius campaign, Dan Germain is an innocent smoothie, with a full beard. And, that's why it works (for them).

Nothing’s changed, from selling smoothies to 100 people in North London, to selling smoothies to 100,000 people at a village fete in Regents Park.

Before Dan took to the stage, he came over to introduce himself and chat. He was witty and charismatic. And, after his talk he gave each and every one who wanted to speak to him his full attention (and believe us, there were lots). He never looked bored or in a hurry to be somewhere else. You really got the feeling he loves what he's a part of. And, when everyone had gone, he came over to shake our hands and say goodbye.

On days like today, you can believe in ‘magic’.

We’re guessing all this comes down to something David Hieatt, co-founder of howies has discussed in his presentations, which is honesty.

When howies feel they've not delivered as a company, they hold their hands up. Then set about putting things right. David believes his customers appreciate this level of honesty, and will have a lot more time for a company trying to do things in a different way.

We’ll be posting up Dan’s presentation later this week.

And if ever you’re giving your details to Business Northwest, make sure you tell them twice, so not to end up with a really silly business title...