Growth, Brands and More

Growth at any cost is still a mantra. But toxic growth creates more problems than it solves. In part two of the chat with François Bazini, the host continues a conversation about “toxic growth” and why CMOs fail, arguing that marketers often chase glamorous, short-term levers, flavour “innovations,” promotions, ill-conceived category moves, or new consumer targets that look good on paper but poison brands, instead of doing the harder work of growing the core. François illustrates toxic growth through Ribena’s decline from a top UK brand in 2015 to outside the top 100 by 2022 after shifting away from families, launching non-credible flavoured water and sparkling RTDs, and becoming promotion-dependent. They discuss how companies mismanage brands, avoid postmortems, and misread success, citing Celsius’ growth as driven largely by a competitor’s delisting and a COVID-era shift to no-sugar. He also predicts that successful CMOs must both strengthen core brand growth and build disruptive new brands.00:00 The types of Growth00:43 Fake Innovation and Incentives02:26 Defining Toxic Growth06:33 Ribena Case Study Breakdown26:46 Future of the CMO 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

From Chief Marketing Officer to Chief Growth Officer. New Label or New Reality? What’s the future of marketing?Filiberto interviews François Bazini, former CMO Europe at Suntory, about how the CMO role is changing and why some companies relabel it as a Chief Growth Officer. François recounts his global FMCG career (Danone, PepsiCo, Suntory) and contrasts functional marketing leadership with P&L general management, arguing that strong CMOs act as “brand CEOs” who own trade-offs across top line, bottom line, capital, and time horizons. He says CMOs often fail by avoiding ROI discussions or shifting spend to only what’s easily measurable, overemphasising short-term activation over long-term brand building. He also argues that CMOs must be brand stewards while improving ROI credibility by reframing returns around equity and pricing power, and advises marketers to build both “PowerPoint and Excel” skills and to speak the finance, supply chain, HR, and commercial languages.00:00 Meet François Bazini02:42 From CMO to P&L Leader06:00 Brand CEO Mindset10:56 ROI Trap and Brand Stewardship23:08 Chief Growth Officer: The Future 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

Nicotine Products are not a smoking cessation category anymore.The Blurring Boundaries of Nicotine. And that changes everything.Nicotine pouches show this shift clearly.They look less like medicine and more like mints.Consumers prefer formats that don’t make them feel like patients.In this episode, Filiberto interviews Joel Rubenstein, an LBS alumnus and consumer health veteran, about his career in consumer health and the evolution of nicotine products. Rubenstein explains why tobacco companies are moving into cessation/harm reduction: nicotine is both the addictive problem and the cessation ingredient, it is hazardous to manufacture, and cigarette sales are declining. He contrasts highly regulated pharmaceutical players with rapidly innovating non-pharma products (vapes, gums, strips, and especially nicotine pouches), predicting recreational products will outcompete pharma’s. He stresses policymakers often wrongly equate tobacco with nicotine, notes inconsistent regulation (e.g., marijuana legalisation vs pouch bans), and warns unethical marketing, teen targeting, and ultra-strong pouches could trigger backlash, arguing for stronger retailer/supply-chain accountability and self-policing. 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

Why are so many FMCGs so focused on cannibalising their own demand? Why is volume growth not really at the centre of the way they operate?Todd and Filiberto discuss how innovation can create incremental demand rather than just redistribute it by targeting unmet occasions and clarifying each product’s role in the portfolio across four buckets: entry (trial), frequency, upsizing, and upscaling. They argue portfolio pruning often lacks discipline because firms fear losing shelf space and cut based on past sales rather than on incremental value, creating future competitive gaps; research cited claims that incremental value stops around the fourth SKU. They critique promotions for often subsidising existing buyers and driving unprofitable spikes, and warn that innovation and siloed decisions break pricing ladders (e.g., multipacks priced higher than singles). The proposed fix is a shopper-centric, system-wide “wide-angle” mindset that uses existing data and tools, along with virtual testing, to align assortment, pricing, and promotions.00:00 Innovation That Creates Demand01:14 Four Portfolio Roles Explained03:47 Real-World Examples By Bucket07:50 Pruning SKUs And Promo Myths19:03 Pricing Architecture And Systems Mindset 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

Why do companies in FMCG choose low probability growth?In the big data era, why are most of the FMCG launches supply-driven instead of demand-driven?Today’s guest is Todd Kirk, Principal and Managing Director at Middle Game Services. Kirk explains his background across client-side (e.g., Coca-Cola), retail data (IRI), and consulting, and says Middle Game focuses on performance marketing at the shelf—assortment, merchandising, pricing, and their overlaps, such as promotion—using a shopper-centric, “wide-angle view” of choices. He contrasts shifting existing tactics with “better things” like line-filling, imitation, and true innovation, and describes applying choice-based analytics to tracking data (e.g., Nielsen/IRI and e-commerce). Discussing a key growth problem, he argues that companies overload on low-probability innovations, starving the core “base” (a Jenga analogy), creating value-chain inefficiencies, and often generating transfer demand rather than incremental value, urging portfolio and retailer impacts to be modelled before launch.00:00 Show Intro01:01 Meet Todd and Middle Game04:11 Shelf Choices and the Four Ps11:26 Do Better Things Wide Angle Growth20:15 Growth Problems and Closing 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

Why do some executives keep growing and others plateau?How do you balance the short-term objectives with the long-term plan?In this podcast episode, host Filiberto interviews Rafal Walendzik about his 30+ year career across FMCG/CPG, food and beverages, and spirits, spanning Unilever, Kraft Heinz, and roles in Poland, the Czech Republic, and Southeast Asia, leading multicultural teams. Rafal says continued growth depends more on mindset than title, emphasising learning through failure, leaving the comfort zone, and taking calculated risks rather than plateauing. He explains that leading across markets and company sizes requires co-creating a strategy with teams, understanding what motivates people and owners, and focusing limited resources in smaller firms while staying agile as conditions change. Rafal connects cycling to goal-setting, self-talk, and the rewarding experience of progress. 00:00 Podcast Welcome and Guest Intro02:58 Career Growth Mindset and Risk14:34 Leading Change Focus and Motivation29:47 Building the Next Chapter33:04 Influence Without Authority45:00 Three Questions to Move Forward 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

The Beverage industry is undergoing a global, structural reset. And here I will explain why.Podcast host Filiberto discusses a structural “reset” in beverages, especially beer and spirits, as the aggressive pricing playbook used to offset inflation has hit consumer limits and investors now prioritise volume growth. He traces how industry messaging shifted from post-pandemic cyclical softness to normalisation and transition, citing inventory overhang and weaker consumption, including pressures even in stronger categories like tequila. Spirits players such as Diageo and Pernod Ricard are adapting portfolio and operating models, while beer leaders like AB InBev and Heineken emphasise operating leverage, productivity, digital B2B platforms, and cost resets, alongside investment in no/low alcohol and beyond-beer offerings that still don’t fully offset traditional volume declines. He highlights category boundary blurring, diversification by bottlers and brewers, affordability ceilings, geopolitical supply-chain risk, and GLP-1 impacts, and outlines 2026 mandates: prioritise volume, shed complexity, localise smarter, stay consumer-close, and build better distribution systems.00:00 Podcast Welcome01:02 Beverage Reset Begins04:26 From Cyclical to Structural16:31 Total Beverage Playbook21:13 2026 Mandate and Wrap 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

Wonder why most brands get the younger demographic wrong?What sets the brands that connect with young adults apart?Host Filiberto continues his conversation with Inga in part two about how brand insights translate into practical growth decisions. They discuss brands evolving into cultural platforms and argue that successful ecosystems (e.g., Red Bull) emerge from many coordinated pillars rather than a single “best practice,” requiring aligned brand, digital, people, and operational components, and a “growth by design” approach rather than serendipitous wins. Inga advises leaders to integrate younger-generation perspectives through board representation, reverse mentoring (Young Blossom 25), and direct dialogue, and for marketing to move beyond reach toward relationship-building and an ecosystem of experiences across touchpoints. The episode closes on the future of brand building: established brands must build resilient ecosystems, stay focused, and avoid panicking over short-lived hype (illustrated by PepsiCo’s reaction to Takis and product-response delays), as lower entry barriers via TikTok, Amazon, and direct channels will increase disruption.01:01 Part 2 Kickoff03:24 Why Ecosystems Win: Many Parts, Not One “Best Practice”05:58 Growth by Design: Aligning the Whole System07:14 Operationalising the Ecosystem11:24 FMCG Reality Check13:57 Trust, Pricing, and the Cost of Short-Term Moves16:08 Young Blossom 25: Listening to Gen Z and Understanding the “Why”24:57 The Future of Brand Building: Staying Relevant Amid Constant Disruption31:43 Wrap-Up 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

What do authenticity and purpose mean for Gen Z?Why so many paradoxes and contradictions in the relationship between brands and Gen Z?In this episode, host Filiberto chats with Inga Dangel about the evolving landscape of branding and marketing, especially for Generation Z. Inga, with a rich career spanning roles at DHL, Mattel, and Pepsi, shares insights from her work with young consumers through her initiative, Young Blossom 25. They explore the generational shift towards authenticity and purpose, contradictions within Gen Z, and how brands can adapt to these changes. Inga highlights the importance of creating experiential connections and maintaining a strong reputation. The conversation also touches on successful adaptive branding strategies by companies like PepsiCo, Sephora, and Red Bull.00:00 Introduction to Global Brands and Board01:01 Meet Inga Dengel: A Branding Expert02:37 The Changing Landscape of Branding04:08 Understanding Generation Z07:19 The Importance of Purpose and Authenticity10:07 Reaching the Right Audience19:26 The Role of Experience in Branding23:57 Strategic Partnerships and Cultural Platforms26:23 Conclusion and Next Steps 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

How are consumer attitudes towards sustainability changing?In this episode, host Filiberto continues his insightful discussion with Leon Ramselaar, with a deep dive into business transformation and sustainability. They explore topics like the strategy of ‘shrinking for growth’ in fast-moving consumer goods, the role of government and private partnerships in supporting startups, and the importance of balancing operational excellence with innovation. The conversation highlights the need for long-term vision in business strategy and the challenges of creating sustainable, high-quality consumer goods amid economic pressures and regulatory differences. They also touch on the evolving landscape of electric vehicles and consumer attitudes toward sustainability. Leon expresses his frustration with the inadequate long-term planning in energy infrastructure despite initial governmental incentives. 00:00 Introduction01:29 Challenges in Fast-Moving Consumer Goods04:29 The Startup and Scale-Up Journey06:21 European vs. US Startup Ecosystem12:07 Sustainability in Business: A Long-Term Vision16:30 The Role of Governments and Companies in Sustainability30:05 Conclusion 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

Why do so many business transformations fail to achieve any results?In this episode, host Filiberto discusses various aspects of business transformation with repeat guest Leon. The conversation focuses on the multi-stage process of business transformation, which includes becoming lean, adapting the organisation for future needs, and investing in innovative projects. They emphasise the importance of balancing operational efficiency with innovation to remain competitive. The discussion also addresses psychological barriers to change, the role of corporate venturing, and the significance of sustainability in transformation efforts. The episode concludes with a reminder to put acquired knowledge into action and a call to the audience to participate and share their insights.00:01 Introduction01:14 Exploring Business Transformation02:21 The Stages of Business Transformation06:18 Agile and Frugality in Business09:38 Barriers to Real Transformation14:37 Overcoming Transformation Challenges22:22 Balancing Innovation and Efficiency27:09 Corporate Venturing and Long-Term Innovation36:19 The Second Chapter of Transformation37:50 Conclusion 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

Why marketers struggle to balance short-term actions with long-term thinking?How do you convert those objectives into budget allocations?This is the second part of my chat with Konstantinos Delialis. The discussion centres on international marketing, consumer trends, and brand strategies. From understanding the nuances of innovation in product development and digital transformation to highlighting the importance of consumer- and customer-centric approaches. The episode also explores the implications of short-term versus long-term strategic decisions amidst challenging market conditions. Konstantinos emphasises the significance of efficient resource allocation, the potential of digital transformation, and the essential balance between luxury and mass-market strategies. The overall theme underscores the importance of executing effective marketing frameworks and staying consumer-focused to ensure sustainable growth.00:00 Introduction01:01 Welcome Back: Part 2 with Konstantinos Delialis01:14 The Impact of GLP-1 and Plant-Based Innovation03:30 Challenges in Marketing Plant-Based Products08:19 Innovation Strategies in FMCG14:13 Digital Transformation and E-commerce20:27 Navigating Challenging Market Conditions30:53 Closing Thoughts and Future Directions32:16 Final Words and Call to Action 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

Why can only a few companies balance the need for a global brand with local relevance?In this episode, our esteemed guest is Kostantinos Delilalis, a seasoned general manager with extensive experience with international companies such as Coca-Cola, Danone, and Kraft Heinz. We discuss the differences between global and local brands, emphasising the importance of balancing global scale and local relevance. He shares insights from his career, including the need for continuous improvement, strategic alignment, and the impact of consumer trends like cost-of-living crises and post-COVID behavioural changes. The conversation covers key lessons from navigating complex markets and the evolving consumer needs across various geographies.00:00 Introduction01:06 Meet Konstantinos: A Journey in FMCG04:47 Global vs Local Brands: Key Lessons18:59 Consumer Evolution and Market Trends23:55 The Impact of GLP-1 and Future Innovations28:28 Conclusion 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

Poland is the poster child of EU-driven integration. And all FMCG companies want a piece of that growth. What are the risks? And the opportunities?In this episode, host Filiberto focuses on the marketing dynamics of the Polish food and beverage sectors with expert Dominik Wilk. They discuss the complex Polish retail environment, noting the evolution from traditional trade to a more modern, competitive landscape dominated by discounters like Biedronka and Lidl. Dominik shares insights on the challenges and strategies for international brands entering the Polish market, emphasising the importance of strong branding, strategic market entry, and patience. The conversation also covers the resurgence and challenges in the premium retail sector, as well as the evolving roles of wholesale giants like Selgros and Makro.00:00 Introduction01:04 Meet Dominic Wilk03:05 Overview of the Polish Retail Market04:53 Challenges and Competitiveness in the Polish Market12:16 The Rise of Convenience Stores16:15 Premiumization and Market Evolution23:04 The Role of Discounters in Shaping the Market28:39 Wholesale Players: Selgros and Makro32:34 Entering the Polish Market: Strategies for Success35:33 Conclusion 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

Bluerrification in electronics is nothing new, but wearables are now developing as both functional products with services and luxury accessories.In this episode, Elisabetta Borghi is back as co-host with Filiberto. They discuss innovations with guest Alex Cerret, an entrepreneur developing luxury wearable safety jewellery. Alex introduces Cerret, a startup that creates safety-focused bracelets and necklaces, combining pleasing jewellery aesthetics with practical safety features. The discussion covers Cerret’s inception, product developments, market strategies, and partnerships. Alexandre emphasises Cerret's mission to provide discreet, beautiful safety solutions that empower users, catering to both young adults and the elderly. He explains the company’s focus on user feedback, continuous improvement, and future goals, including expansions into various markets and collaborations with security firms and NGOs.00:00 Introduction01:06 Meet the Hosts and Guest01:53 Alex’s Entrepreneurial Journey02:32 The Concept of Safety Wearables07:06 Target Markets and Product Development09:02 Challenges and Innovations in Safety Jewellery22:45 Market Strategy and Future Vision32:56 Customer Experience and Data Privacy41:04 Closing Thoughts 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

Beyond the wave of premiumisation of mixers, the category is reinventing itself from an alcohol companion to a stand-alone beverage in the era of NOLO cocktailsIn this episode, the podcast focuses on the premiumization of mixers. The guest, Alex Curiger, talks about his journey as an entrepreneur in the spirits and mixers market, from Switzerland to the world. Alex discusses his transition from being a traditional brand distributor to developing a unique e-commerce-first tonic water. He explores the challenges and strategies of launching a premium beverage brand, emphasising the importance of unique packaging, low-sugar, natural ingredients, and navigating logistical complexities. The conversation also covers the future of the mixer and non-alcoholic ready-to-drink market, the dynamics of consumer and retail trends, and the hurdles of branding across different markets. Alex provides actionable insights and advice for aspiring beverage entrepreneurs, emphasising the importance of a strong team, intellectual property protection, and adaptability in response to evolving market conditions.00:00 Introduction01:06 Meet Alex Curiger03:09 The Evolution of the Mixer Market05:12 Challenges and Innovations in Premium Mixers10:41 Building a Brand and Market Strategy19:11 Production and Operational Challenges30:19 Advice for Aspiring Beverage Entrepreneurs40:04 Conclusion and Final Thoughts 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

In this episode, host Filiberto interviews his long-time friend and mentor, Leon Ramselaar, who has extensive experience in marketing, strategy, and consumer insights within the consumer electronics industry. The discussion delves into the evolution of marketing, consumer trends, and brand strategy, emphasising the importance of insights-driven innovation. Ramsell shares personal anecdotes from his 25-year tenure at Philips, followed by a transition into consulting and investing in startups. He offers critical perspectives on industry challenges such as the rush to release new product versions, the complexities of smart home integration, and the pitfalls of technology-driven initiatives that fail to meet consumer needs. The episode ends with a discussion on the future of consumer electronics, potential technological developments, and the importance of responsibly managed content in the digital age.00:00 Introduction 01:01 Interview with Leon Ramselaar: Career Journey and Insights 05:18 Challenges and Trends in Consumer Electronics 22:14 Consumer Experience and Brand Impact 23:33 Smart Home Trends and Target Groups 32:03 Technological Pushes and Market Failures 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

In this episode, host Filiberto speaks with John Kelly about the dynamic world of international marketing, with a particular focus on the food and beverage industry. John shares insights from his extensive career, spanning roles in dairy, beer, and beverage ingredients, highlighting significant shifts in the industry. Key trends discussed include rising consumer demand for product transparency, health-focused beverages, and the blurring of category lines as companies expand into new areas, such as zero-alcohol and functional drinks. They also examine the complexities of market adaptation, the impact of significant price increases, and the crucial need for companies to remain agile and responsive to consumer needs in the face of these changes. The conversation offers strategic insights for businesses aiming to navigate the current landscape and anticipate future developments.00:00 Introduction 01:01 Interview with John Kelly: Career Journey and Industry Insights 09:51 Consumer Trends and Market Shifts in Beverages 23:31 The Rise of Zero Alcohol Beverages 24:52 Functional Beverages and Consumer Health Trends 34:28 The Future of the Beverage Industry and Market Dynamics 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

Cross Over Episode! How are market dynamics changing in the Beverage Industry?Why is beverage striping a fundamental insight, and why should all beverage companies master it?Second part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. We discuss the significant shifts in consumer behaviour and market dynamics, including the importance of understanding when and how to adopt new brands, the industry's return to pre-COVID trends, and the impact of on-premise consumption closures. The conversation covers the rise and fall of different beverage categories, the strategic movements of brands and distributors, and how consumer preferences and cultural trends influence brand success. We also highlight the concept of 'blurring occasions' where consumers switch between alcoholic and non-alcoholic beverages based on the context rather than traditional categories. The podcast emphasises the need for brands to create cultural significance and adapt to changing consumer behaviours to thrive in the current market.00:00 Introduction 00:16 Industry Trends and Challenges 00:50 Distribution Strategies and Market Dynamics 01:48 Consumer Behaviour and Brand Success 02:16 Post-COVID Market Adjustments 04:51 On-Premise vs Off-Premise Dynamics 16:09 Blurring of Categories in the Spirits Industry 25:17 Emerging Trends and M&A Activity 31:47 Cultural Insights and Rituals 39:51 Conclusion 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

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Cross Over Episode! Shrinking for Growth is happening across a number of FMCG verticals. And Beverages and Spirits are not immune. Here we explain what it means.First part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. The focus is on trends and strategies in the spirits and beverages industry, particularly the 'Shrink for Growth' strategy, where companies divest non-core brands to focus on core strengths. Key examples include Campari, Diageo, and Brown-Forman. The conversation covers shifts from economies of scale to economies of scope, the impact of mergers and acquisitions, and the differences in strategy between listed companies and privately owned companies. The episode highlights the changing landscape of the industry and predicts significant transformations over the next 10-15 years.00:00 Introduction 00:57 Overview of the Spirits Industry 01:40 Shrink for Growth Strategy 02:12 Impact of Mergers and Acquisitions 02:25 Distribution and Market Dynamics 02:52 Challenges in the Spirits Industry 09:31 Listed vs. Privately Owned Companies 10:05 Industry Consolidation 12:08 Distribution Challenges 17:44 Long-term Viability of the Spirits Industry 28:17 Final Thoughts and Recap 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

In this episode, the host speaks with Vedran Jelaca, co-founder of Shopnosis, a company that specialises in AI-powered shopper research. Shopnosis uses smart glasses to track shopper behaviour in physical stores, offering a detailed and scalable solution to understand what products shoppers see, interact with, and ultimately purchase. The discussion covers the nuances of shopper behaviour that are often overlooked, such as the visibility of products on bottom shelves and the real-world performance of retail media. Shopnosis provides actionable insights to brands, retailers, and agencies to optimise in-store marketing and product placement. The interview concludes with a discussion on the future of the tool, focusing on extending their technology and spreading awareness of their innovative solutions in the market research field.00:00 Introduction 00:48 Guest Background and Experience 01:21 Challenges in Market Research 03:18 Focus on Shopnosis 04:13 Understanding Shopper Behaviour 07:40 Data Collection and Analysis 14:07 Impact of Retail Media 21:00 Visibility and Shelf Placement Myths 28:18 Optimising In-Store Creatives with AI 32:19 Benchmarking and Future Guidelines 37:33 Challenges in Retail Optimisation 40:05 Conclusion 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

In this episode, host Filiberto interviews Maciej Grajewski, founder of SG Papertornics, a liquid diagnostic company for craft beverages. Grajewski discusses her journey from academia to entrepreneurship, the development of the core product, Beer-o-meter, and how it helps brewers ensure consistency and stability in their beer. He explains the technology behind Barometer, its ease of use, and the importance of process control in brewing. The conversation touches on the challenges and insights gained from working with brewers, the importance of building trust, and the potential for expanding diagnostics to other beverage types. The episode concludes with reflections on the entrepreneurial journey and future goals.00:00 Introduction 01:04 The Liquid Side of the Beverage Business 01:21 Meet the Guest: Maciej Grajewski02:44 Revolutionising Brewery Process Control 09:21 Challenges and Learnings in the Brewing Industry 29:04 Expanding Horizons: From Beer to Other Beverages 31:05 Entrepreneurial Journey and Future Plans 47:23 Closing Thoughts 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

Reflecting on the Evolution of Fast Moving Consumer Goods: Focus, Clarity, and Strategy In this episode, we dive into the evolving landscape of the fast-moving consumer goods sector. Reflecting on the significant changes over the past 25 years, from notable mergers and acquisitions to the recent trend of structural simplification and specialisation, we explore how companies are shifting strategies to thrive. The discussion covers the historical context of M&A activities, the move towards economies of scope, and the emerging focus on clarity and deliberate portfolio management. Key examples such as Kellogg's, Johnson & Johnson, and Pernod Ricard illustrate the 'shrink to grow' approach. Additionally, the impact of market dynamics, technological adoption, and the importance of mastering fundamentals are analysed. This episode offers valuable insights for FMCG professionals, emphasising the need for focus, clarity, and consumer-centric strategies in an ever-changing market. 00:00 Introduction and Reflection 00:16 Historical Mergers and Acquisitions 01:58 Shift to Economies of Scope 03:04 Era of Structural Simplification 04:11 Recent Examples of Business Splits 07:47 Focus on Specific Assets 10:05 Operational and Strategic Clarity 14:51 Adapting to New Technologies 19:31 Conclusion and Final Thoughts 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

In this interview, Filiberto speaks with Brian, a long-time friend and fellow IESE alumnus. Brian shares his diverse, entrepreneurial background, from his early days growing up on a farm to becoming a DJ, venturing into landscape architecture, and eventually starting multiple businesses. He discusses his notable endeavour, Death's Door Spirits, which began as an effort to revive farming on Washington Island, Wisconsin, and evolved into a widely respected craft spirits brand sold nationwide and internationally. Brian also recounts the challenges of scaling the business, including the regulatory complexities and intense competition of the alcohol industry. After selling Death's Door in 2019, Brian shifted focus to mentoring and education, teaching high school business and entrepreneurship classes, and launching Ollie and Oona—a fantasy book series designed to teach kids about business principles. The discussion highlights Brian's philosophy of learning through hard work, creative problem-solving, strategic focus, and building meaningful connections.00:00 Introduction and Welcoming Brian 01:38 Brian's Early Life and Entrepreneurial Journey 02:56 Landscape Architecture and MBA Experience 05:18 Transition to Entrepreneurship and Distilled Spirits 06:00 Post-Death Door Ventures and COVID-19 Innovations 09:37 Educational Ventures and Writing for Kids 21:04 Future Plans and Strategic Insights 27:05 The Birth of Death's Door Vodka 27:51 Learning the Craft of Distilling 30:21 Expanding the Product Line: Gin 30:50 Scaling Up and Distribution Challenges 31:43 International Expansion 33:55 Building the Distillery 36:01 Reflecting on the Journey 43:48 Advice for Aspiring Entrepreneurs 53:11 Conclusion and Final Thoughts 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

In this episode, host Filiberto interviews Alberto Duran Sampedro, a long-time friend and colleague from their MBA days. Alberto shares his extensive journey from banking to working in an advertising agency, the pharmaceutical industry, and finally joining his family's luxury jewellery business in Spain. Alberto provides insights on the evolution of the global jewellery market, highlighting a shift from high-end watches to branded jewellery and explaining how digital platforms and the consolidation of brands are reshaping the industry. They also discuss the importance of storytelling, traceability, and sustainability in luxury. The episode concludes with Alberto's thoughts on future trends and potential investment areas within the luxury market, emphasising brands with authentic narratives and emerging markets like Japan, Korea, and India. 00:00 Introduction01:01 Meet Today's Guest: Alberto Duran01:42 Alberto's Career Journey 02:17 Overview of the Family Business 04:24 Shifts in the Global Jewellery Market 06:55 The Rise of Branded Jewellery 13:03 Digital Influence on the Jewellery Industry 20:43 Trends and Future of the Luxury Sector 28:04 Balancing Tradition and Modernity 31:26 Conclusion 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

In this episode, host Filiberto, alongside co-host Elisabetta Borghi, chats with entrepreneur Mariam Abdillahi, founder of Black Flamingo Beauty. Maria shares her entrepreneurial journey, which began in Dubai and now expands into the UK and other regions. She discusses the inspiration behind her brand, which stemmed from her own skin issues and her connection to Somali culture. The episode covers various aspects of marketing strategies, product development, and the importance of balancing traditional and scientific approaches in the cosmetic industry. Mariam also addresses the challenges of targeting diverse consumer demographics and highlights the significance of sustainability and ethical sourcing. The conversation concludes with advice on leveraging available resources, maintaining clear brand values, and the potential for collaborations and partnerships.00:00 Introduction01:56 Mariam's Entrepreneurial Journey 05:17 Challenges and Strategies in the Beauty Industry 09:05 Balancing Tradition and Innovation 19:58 Marketing and Expansion Plans 35:35 Future Vision and Closing Thoughts 47:01 Conclusion 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

In this episode, co-hosts Elisabetta Borghi and Filiberto Amati explore the intersections of international marketing, consumer trends, and brand strategy with guest Franco Piero, CEO and co-founder of the BIOVA Project. Franco shares insights on his pivot from video production focused on sustainability to creating circular economy solutions for food waste, emphasising the challenges and logistics of transforming surplus bread into beer and exploring new categories like kombucha. The discussion covers the importance of stakeholder alignment, consumer appeal, and collaboration, focusing on expanding the impact of sustainable practices in food production. Franco also highlights the crucial role of scaling businesses with sustainability-focused investors and partners, aiming to maximise market presence and ecological impact.00:00 Introduction 01:02 Meet the Co-Hosts and Guest 01:25 Franco's Journey and the BIOVA Project 03:00 The Concept of Circularity and Food Waste 05:10 Challenges and Differentiation in the Market 09:33 Logistics and Compliance 18:16 Product Development and Market Strategy 22:15 Future Plans and Collaborations 43:56 Closing Thoughts 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

Filiberto and Elisabetta Borghi co-host this episode. The interview with Maahan Mirnezami explores the trends and innovations in the neutraceutical market, particularly focusing on developing products like flat-packaged pills, gummies, and absorbable strips. Maahan highlights the benefits of gummies, including better bioavailability and consumer compliance. The conversation also delves into the company's strategic decisions, marketing approach, and plans for entering the mass market. Maahan discusses the challenges of scaling the business, obtaining financing, and developing compliant products quickly. The interview concludes with a discussion on their vision for future growth and their unique position in the market.00:00 Introduction 01:01 More Trends in Nutraceuticals 05:12 Challenges and Innovations in Product Development 14:30 Strategic Partnerships and Scaling the Business 20:14 Future Vision and Investment Opportunities 24:04 Conclusion 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

Filiberto and Elisabetta Borghi co-host this episode. Special guest Maahan Mirnezami discusses the competitive nutraceutical market. He shares his background in biomedicine and explains the development of his project, Biova Health, which focuses on creating pharmaceutical-grade supplements to improve user trust and efficacy. Elizabeth highlights the market's growth, and Maahan elaborates on the challenges with current supplements, the benefits of gummies over pills, and the importance of educational marketing. The discussion covers the intersection of nutraceuticals and functional foods, emphasising product quality, user experience, and market education. 00:00 Introduction01:28 Guest Introduction02:56 Challenges in the Nutraceutical Market 06:08 Innovations in Supplement Delivery 07:52 Market Dynamics and Future Trends 12:48 Consumer Education and Product Acceptance 21:32 Product Development 31:41 Conclusions 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

This episode of 'Growth, Brands and More' features host Filiberto discussing the role of AI in foresight and strategic marketing with guests Marco Bevolo and Dennis from ShapingTomorrow. The conversation explores the importance of foresight given current geopolitical and economic uncertainties and how AI can enhance human capabilities rather than replace them. The guests emphasise critical thinking and adaptability in leveraging AI outputs and discuss how AI-generated 'hallucinations' can offer unique creative insights. They also delve into the practical applications of AI for businesses, including synthetic research and future scenario simulations, to better prepare organisations for upcoming challenges. The episode concludes with an emphasis on taking actionable steps from the insights shared to drive business growth and innovation.00:00 Introduction 01:01 Meet the Guests: Marco and Dennis 03:04 The Importance of Foresight in Today's World 08:29 AI's Role in Foresight and Strategic Thinking 16:28 Challenges and Opportunities with AI 27:51 Future Applications of AI in Market Research and Foresight47:20 Closing Thoughts 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

In this episode, host Filiberto interviews Teresa Carmo, a seasoned marketing professional with a diverse international background. Teresa shares insights from her extensive career, which spans notable companies like Nestle, Johnson & Johnson, Pernod Ricard and Lego. They discuss the essence of a good strategy, the importance of balancing short-term tactics with long-term goals, the growing need for digital transformation, and sustainability. Teresa emphasises the critical role of brand power and leadership in navigating these changes, advocating a balance between innovation and maintaining substantial brand equity. 00:00 Introduction 01:01 Meet Teresa Carmo: A Global Marketing Leader 05:32 The Essence of a Good Strategy 19:51 Navigating Consumer Shifts and Brand Evolution 28:39 Adapting Brand Purpose and Positioning 31:08 Interconnectedness of Brand Strategy and Business Model 33:21 Balancing Evolutionary and Revolutionary Innovation 45:34 Leadership and Future-Oriented Strategies 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

In this episode, host Filiberto interviews Roger Jackson, an experienced professional in brand management and founder of Shopper Intelligence. The discussion delves into the concept and evolution of shopper insights, highlighting the importance of understanding shopper behavior to drive better marketing, sales, and category management. Roger shares his journey from working with multinational companies like Unilever and Mondelez to promoting shopper insights on a global scale. They discuss the challenges and benefits of integrating shopper insights into retail strategy, the impact of collaborative retailer relationships, and the potential future advancements through AI and data analysis. The episode emphasizes leveraging shopper insights to make informed business decisions and foster better retailer-manufacturer collaborations.00:00 Introduction01:42 The Birth of Shopper Intelligence 04:18 Challenges in Shopper Insights 08:24 The Importance of Shopper Insights 19:01 Shopper Intelligence: Data and Insights 24:02 Real-World Applications of Shopper Insights 25:21 Optimizing Catalog Placement for Traffic 27:06 The Impact of Shopper Intelligence 27:25 Retail Media and Shopper Preferences 27:48 The Importance of Product Range 31:01 Challenges in Retail Strategy 33:13 Competing with Discount Retailers 42:17 The Future of Shopper Intelligence 46:44 Final Thoughts 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

In this episode, host Filiberto welcomes Vani Gupta Dandia, an experienced marketing professional with a rich background in international brands and startups, particularly in the Indian market. Vanni shares her journey from Leo Burnett to senior roles at Henkel, Unilever, and PepsiCo, followed by launching her own consultancy in 2018. The discussion covers the unique challenges of product differentiation in India's highly competitive and fragmented market, emphasizing the importance of distinctive branding, understanding consumer behavior, and leveraging effective sales strategies. The conversation also delves into the intricacies of India's distribution channels, the dominance of mom-and-pop stores, and how brands can efficiently build their presence. Vanni underscores the necessity of balancing traditional and digital marketing approaches, the importance of qualitative consumer research, and the need for simple, effective sales incentives. The episode concludes with insights into optimizing point-of-sale marketing and the strategic use of ATL (Above The Line) advertising, management, and supply chain transparency. 00:00 Introduction 01:01 Meet Vani Dandia03:07 The Indian Market Landscape 12:36 Distribution Challenges in India 20:08 Consumer Behavior and Quick Commerce 29:47 Effective Packaging Strategies 32:55 Sales and Distribution Insights 40:24 Challenges in the Alcohol Market 44:14 The Power of Above the Line Advertising 49:01 Final Thoughts and Takeaways 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

In this episode, Filiberto is joined by Elisabetta Borghi, a retail and fashion expert with extensive experience with international brands. The podcast delves into international marketing strategies, consumer trends, and brand strategy. Elizabeth discusses her versatile background working with blue chip multinationals, investment funds, and startups and emphasizes the importance of data-driven decision-making and operational excellence in building brand equity. The discussion covers the current state of the retail industry, the impact of emerging technologies like AI and the metaverse, and the necessity of adopting omnichannel strategies to meet evolving consumer expectations. Elisabetta also highlights the significance of personalization, innovation, and agility in retail, and explores potential future trends in the industry. 00:00 Introduction 01:06 Meet Elisabetta Borghi: Retail and Fashion Expert 02:11 Career Journey and Insights 04:48 Current State of the Retail Industry 08:52 The Future of Retail: Trends and Predictions 13:58 The Role of Technology in Retail 19:22 Personalization in Retail 23:18 Conclusion and Call to Action 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

How are emerging technologies changing the retail dynamics? Is it only operational or does it have a commercial effect too?In this episode, Filiberto is joined by Elisabetta Borghi, a retail and fashion expert with extensive experience with international brands. The podcast delves into international marketing strategies, consumer trends, and brand strategy. Elizabeth discusses her versatile background working with blue-chip multinationals, investment funds, and startups and emphasises the importance of data-driven decision-making and operational excellence in building brand equity. The discussion covers the current state of the retail industry, the impact of emerging technologies such as AI and the metaverse, and the need to adopt omnichannel strategies to meet evolving consumer expectations. Elisabetta also highlights the significance of personalisation, innovation, and agility in retail and explores potential future trends in the industry. 00:00 Introduction01:06 Meet Elisabetta Borghi: Retail and Fashion Expert02:11 Career Journey and Insights04:48 Current State of the Retail Industry08:52 The Future of Retail: Trends and Predictions13:58 The Role of Technology in Retail19:22 Personalization in Retail23:18 Conclusion and Call to Action 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

In this episode, host Filiberto Amati interviews Margaret So, an experienced marketing consultant from Canada who transitioned from working with top consumer goods companies to running her consultancy. Margaret details her career journey, passion for supporting consumers, and expertise in market research and consumer behavior. They delve into the intricacies of marketing mix modeling (MMM) and its importance in understanding the efficiency and effectiveness of marketing spend. They also discuss data's role in marketing, digital advancements' impact on traditional marketing strategies, and the future of marketing analytics. Margaret emphasizes balancing short-term and long-term strategy, customizing research to fill data gaps, and aligning marketing metrics with C-suite expectations. 00:00 Introduction 01:01 Meet Margaret: A Journey in Consumer Goods 01:33 The Evolution of Market Research 05:36 Understanding Marketing Mix Modeling 09:27 Balancing Traditional and Digital Marketing 11:45 Data and Analytics in Marketing 20:13 Challenges and Misconceptions in Marketing Analytics 28:40 Future of Marketing Mix Modeling 39:15 Conclusions 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

In this discussion, Vincenzo Carrara, a beauty industry veteran with experience in various roles, shares his expertise on the significant changes and trends over the past decade. Vincent elaborates on his extensive career in beauty and the foundation of his advisory firm, which works with various stakeholders in the industry, including brand development and strategy. Key points include the growing fragmentation and diversification of the beauty industry, the influence of social media and contract manufacturers on new brands, and the evolving roles of direct-to-consumer channels and brick-and-mortar retail. He highlights the increasing importance of nutraceuticals, neurocosmetics, and the merging lines between beauty, fashion, and wellness. Trends like hyper-personalization, AI integration, and sustainability are explored as future driving forces. The conversation also touches on the roles of celebrities and influencers in the industry, particularly their expanding influence across various beauty categories. Lastly, Carrara advises aspiring beauty entrepreneurs on market research, value chain understanding, and financial planning.00:00 Introduction and Guest Welcome 02:03 Vincenzo's Career Journey 04:14 Shifts in the Beauty Industry 06:48 Emerging Trends and Challenges 13:09 Direct-to-Consumer Strategies 20:13 Blurring Industry Boundaries 31:40 Role of Technology and AI 40:00 Future Outlook and Advice for Entrepreneurs 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

In this interview, Enrico Mulas, a former colleague from Campari, shares his diverse professional journey, which spans trade marketing at Shell, consulting at Value Partners, HR consulting at Towers Perrin, and multiple roles at Campari, including Country Manager for China and Switzerland. Enrico discusses the significant consolidation and evolution within the international alcohol beverage industry over the past 15-20 years and the importance of critical mass for in-market distributors. He also explores the role of innovation, particularly in non-alcoholic beverages, and the challenges of merging consumer analytics with product quality. Furthermore, he touches upon the complexities of entering the Chinese market, emphasizing cultural adaptations and strategic partnerships. The discussion extends to trends like premiumization, potential growth for medium-sized companies through private equity, and the broader impacts of regulatory changes and sustainability pressures in the beverage sector.In this episode:00:00 Introduction01:18 Career Journey and Consulting Experience03:19 Transition to Campari and Industry Insights07:05 Distribution Strategies and Market Trends35:22 Opportunities in Crisis and Innovation in Packaging36:34 The Importance of Product Quality and Shelf Life46:00 Navigating the Chinese Spirits Market57:45 Future Outlook and Industry Trends 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

In this episode, guest Neil Petrocelli brings 30 years of experience in beauty and fragrances in the US to help us understand how the industry has transformed and the prospects for the future. Filiberto and Neil discuss various trends shaping the industry, from influencers to celebrities to the emergence of modern trade and the role of experiential marketing. The episode concludes with ideas and advice for launching a beauty brand in the US.In this episode:00:00 Introduction to Neil Petrocelli and His Journey00:48 Early Career Highlights and Lessons08:17 Industry Changes and Brand Dynamics27:11 Navigating Retail Partnerships and Consumer Trends29:25 Celebrity Influence and Marketing Strategies33:54 The Role of Technology in the Beauty Industry 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

The episode focuses on 'No Waste Marketing,' which aims to deliver sustainable growth by optimizing marketing and commercial spending. Filiberto discusses the framework's origin story and its three main pillars: marketing effectiveness, incremental growth, and consumer insight. The framework emphasizes reallocating resources, improving promotional efficiency, and understanding consumer behavior to achieve significant and sustainable business results. Insights and real-world examples from the host's past experiences illustrate practical applications of 'No Waste Marketing.'In this episode:00:00 Introduction 00:49 Introducing No Waste Marketing 05:01 The Origin Story 10:22 Framework of No Waste Marketing 11:17 Pillars of No Waste Marketing 26:43 Conclusion and Final Thoughts 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

In this conversation, Pietro Mattioni, CEO of Zonin 1821 and former Campari executive, shares insights about his career in the beverages industry. He discusses Zonin 1821's history, global reach, and diverse portfolio. Mattioni elaborates on current wine industry trends, such as the rise of non-alcoholic wines, sustainability challenges, and the effects of climate change. He emphasizes sustainability practices at Zonin 1821, which include reducing chemical usage, predictive disease analysis, and innovative water management strategies. Macchioni also talks about the technological advancements in data collection and artificial intelligence transforming the wine industry. However, he notes that the sector is still making significant progress in adopting these technologies.In this episode:00:00 Introduction and Welcome 01:19 Pietro's Career Journey 02:12 Overview of Zonin 1821 03:13 Global Market and Distribution 06:11 Trends in the Wine Industry 12:04 Sustainability in Wine Production 31:26 Future of Technology in Wine 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

In a VUCA reality, is social listening an answer to fast-changing trends?How do consumer brands work in this social monitoring and listening?In this podcast episode, host Filiberto welcomes Marek Tobota, a social listening expert from Poland, to discuss the intricacies and value of social listening for consumer brands. Marek elaborates on the difference between social monitoring and social listening, emphasising the qualitative insights and cultural understanding the latter provides. He highlights examples from various industries, including FMCG, pharmaceuticals, and services, showcasing how social listening can inform communication strategies and product innovation. The conversation also addresses the challenges of implementing social listening, such as managing vast amounts of data and distinguishing genuine from AI-generated content. They discuss emerging trends and the future of social listening, noting the growing significance of AI in analysing text, images, and video content.00:00 Introduction and Guest Welcome 01:28 Marek's Background and Company Overview 02:03 Understanding Social Listening 05:31 Social Monitoring vs. Social Listening 09:28 Applications of Social Listening 12:44 Case Studies and Examples 28:13 Challenges in Social Listening Implementation 39:06 Future of Social Listening 44:35 Conclusion and Farewell 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

In this podcast episode, Filiberto welcomes his Dutch friend Adhy Singagerda, an expert in developing global beverage and food brands. Adhy shares his extensive experience working with major brands like PepsiCo, Coca-Cola, and Red Bull, as well as his recent work with Galvanina soft drinks in Europe. They discuss approaches to international market expansion, emphasizing the importance of understanding the brand and local market dynamics. Sigagerda explains the critical role of category education, managing expectations, and setting clear contracts in successful brand growth. He cites examples from his career, including challenges with coconut water and the strategic focus needed for emerging categories. The conversation also touches on the importance of cultural fit, transactional relationships, and the complexity of balancing flexibility with clear contractual agreements.In this Episode:00:00 Introduction and Guest Welcome 01:25 Adhy's Background in Beverage Industry 04:34 Approach to Export Business 05:07 Understanding the Brand and Market 09:04 Role of Category in Market Expansion 21:12 Cultural Fit and Relationship Building 26:02 Managing Expectations and Flexibility 37:47 Importance of Contracts and Value Chain 44:44 Conclusion and Farewell 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

Most international expansions are dead on departure.How do you ensure your efforts drive sustainable growth?In this podcast episode, Filiberto welcomes his Dutch friend Adhy Singagerda, an expert in developing global beverage and food brands. Adhy shares his extensive experience working with major brands like PepsiCo, Coca-Cola, and Red Bull, as well as his recent work with Galvanina soft drinks in Europe. They discuss approaches to international market expansion, emphasising the importance of understanding the brand and local market dynamics. Sigagerda explains the critical role of category education, managing expectations, and setting clear contracts in successful brand growth. He cites examples from his career, including challenges with coconut water and the strategic focus needed for emerging categories. The conversation also touches on the importance of cultural fit, transactional relationships, and the complexity of balancing flexibility with clear contractual agreements.In this Episode:00:00 Introduction and Guest Welcome01:25 Adhy's Background in the Beverage Industry04:34 Approach to Export Business05:07 Understanding the Brand and Market09:04 Role of Category in Market Expansion21:12 Cultural Fit and Relationship Building26:02 Managing Expectations and Flexibility37:47 Importance of Contracts and Value Chain44:44 Conclusion and Farewell 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

In this episode, our esteemed guest is Miquel Mas, an advertising veteran with over 30 years of experience. He discusses his career transition from CEO of Tiempo BBDO Spain/ Director BD in BBDO Spain to an independent brand strategist. He explores the evolution of advertising, highlighting the significant impact of digital transformation on traditional advertising models. Miquel emphasises integrating brand and business strategies, focusing on simplicity, consumer insight, and adaptability. He discusses critical fundamentals for a strong brand, including differentiation, social relevance, and distinctiveness. The conversation also touches on the challenges brands like Nike and Jaguar face due to changes in consumer behaviour and market dynamics. Miquel concludes by reflecting on the changing skill sets required of modern marketers compared to a few decades ago.In this Episode:00:00 Introduction and Guest Welcome01:44 Miquel's Career Journey02:38 Transition to Independent Consulting03:27 Defining a Good Brand Strategy08:39 The Importance of Simplicity and Consumer Insight10:46 Flexibility and Consistency in Brand Strategy24:24 Fundamentals of a Strong Brand34:35 Challenges and Changes in Modern Marketing40:17 Case Studies: Nike and Jaguar 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

Filiberto interviews Prashant Luke Saldanha, the co-founder of Pink Albatross, about his journey from a 12-year career at Citibank to creating a vegan ice cream brand. Luke shares his transition to veganism inspired by New York's plant-based food scene and how it led to the creation of Pink Albatross. Luke explains the brand's strategic development and market positioning by emphasizing clean labeling and high-quality ingredients. He discusses the challenges of entering a market dominated by large players, the importance of passion and transparency in building trust, and the learnings from early sales experiences in Spain. He also touches upon the role of data in decision-making, managing supply chains, and the potential for international expansion. The episode underscores the importance of being adaptable and continuously improving to succeed in the competitive food industry.In this Episode:00:00 Introduction 01:11 Meet Our Guest: Prashant Luke Saldhana 01:40 Luke's Journey from Banking to Veganism 03:04 The Birth of Pink Albatross 04:58 Naming the Brand: Pink Albatross 08:02 Breaking into the Ice Cream Market 09:49 Challenges and Strategies in Retail 20:07 Building Trust and Relationships 35:49 Data-Driven Decision Making 52:40 Conclusions 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

In this part of the chat with Laura, the discussion focuses on the intricacies of international marketing, consumer trends, and brand strategies, mainly through the lens of economic crises and inflation. Highlighting the shift in consumer behavior towards optimizing spending, the conversation touches on the importance of category management and the need for brands to offer varied pack sizes to capture different consumer occasions and shopping missions. The discussion also addresses the impact of health trends and the shift towards plant-based proteins, emphasizing the significance of understanding consumer needs and patience in innovation. The episode explores the importance of SKU analysis, segmentation, and the critical role of rotation baseline and shelf positioning in managing a product portfolio effectively.In this Episode:00:00 Introduction 01:04 Economic Crisis and Consumer Behavior 04:13 Category Management and Retail Strategies 15:07 Innovation and Consumer Trends 31:03 Conclusions 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

Filiberto hosts Laura de Groot Trivulzio, the Marketing Director of Jack Links for Europe and the Middle East. She discusses her extensive background in the FMCG industry, including her tenure at Heineken. The conversation covers European trade development, consumer trends, and brand strategies from the Snack Category point of view. Key topics include the importance of protein in snacks, the rise of spicy flavors, and the impact of private labels. The episode also highlights the challenges and strategies of e-commerce, including the significance of taxonomy and the 'hero image' and the concept of decoy packs to appeal to different consumer segments. In this Episode:00:00 00:00 Introduction 01:06 Guest Introduction: Laura de Groot Trivulzo 06:07 European Trade Development Insights 18:48 Emerging Consumer Trends in Snacking 29:26 Conclusions 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

Filiberto Amati explores international marketing, consumer trends, and brand strategies. He is joined by Victoria Scally, an experienced brand builder from the UK, who shares her insights on launching and growing brands in the competitive British market. The discussion covers the importance of understanding cultural nuances, leveraging customer insights, and choosing the right media mix. Victoria emphasizes strategic thinking, the power of saying no, and how to effectively utilize out-of-home advertising. They also touch upon the evolving landscape of performance marketing and the impact of AI on the industry. The episode concludes with actionable advice for marketers and encouragement to implement one insight from the discussion.In this Episode:00:00 Introduction 01:07 Meet Victoria: Brand Building Expert 04:06 Understanding the UK Market 12:44 Media Landscape and Strategies21:59 Case Study: Blown's Growth Journey 30:54 Final Thoughts and Future Trends 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