Brand Strategy: The Sales POV | Roberto Roccatti - Part I

This is the first episode of my chat with Roberto Roccatti, former CEO of Galvanina, Tomarchio, Lurisia, and Royal Unibrew Italy and previously of Allied Domecq.From Roberto’s LinkedIn Profile:Executive with strong record of value creation. Success in sales, marketing and supply chain reached in different markets and sectors.Experience working with entrepreneurial realities, public companies and investment funds.Responsible for full P&L with proven capability to deliver profit through turn over growth, costs control and working capital optimization. Strong in interpersonal relationship with a passion to support people’s professional growth.Host Filiberto interviews Roberto, the former CEO of Galvanina, about international marketing, consumer trends, and brand strategy. The guest details his extensive experience in the beverage industry, working across Europe in various roles, from family businesses to multinational corporations. The discussion delves into what constitutes a good brand strategy, emphasizing clarity, focus, and the importance of adapting global strategies to local markets. They also explore the challenges of balancing short-term opportunities with long-term brand goals, recruiting the right people, and the complexities introduced by social media. Featuring real-world examples from brands like Red Bull and Guinness, Roccatti discusses the importance of consistent execution and the potential pitfalls of brand repositioning. The episode concludes with insights into the time and effort required to successfully implement a brand strategy in competitive markets like Italy.In this episode00:00 Introduction 01:03 Guest Introduction: Roberto Roccatti 01:33 Roberto's Career Journey 03:31 Defining a Good Brand Strategy 07:25 Brand Strategy and Execution 13:54 Challenges in Brand Repositioning 24:43 Measuring the Impact of Brand Strategy 39:57 Conclusion and Next Episode Teaser This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe