'Fall In Love With Problems, Not Solutions’ - Carlsberg CMO Yves Briantais on Regaining Iconicity, Backing Bravery, and Accelerating Creative Culture #21

The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands…Yves draws on his extensive experience as he shares how to find the line between bold and reckless marketing, treating marketing like politics, and why imagining Carlsberg as a ‘health company’ might ensure its long-term survival.This episode coversThe importance of creative bravery, pushing marketing to be exceptionalBrand reinvention in the modern marketHolistic marketing; understanding the ‘why’ behind the ‘what’How to write the culture without being on the wrong side of itYves Briantaishttps://www.linkedin.com/in/yves-briantais-4889502/Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/Haines: https://www.haines.partners/https://www.linkedin.com/company/hainespartners/https://www.instagram.com/youmeandcpg/