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033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS
In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.
This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.
Time Stamps
(00:35); The Bottom-up Trade
(02:45); Target Spaces
(07:23); Recovering Brand Essence
(12:24); Marketeer Disconnection From Trade
(19:57); 1% Everyday
(25:30); Distinctiveness Vs Differentiation
This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
View all episodes
By Chris Maffeo
5
44 ratings
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS
In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.
This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.
Time Stamps
(00:35); The Bottom-up Trade
(02:45); Target Spaces
(07:23); Recovering Brand Essence
(12:24); Marketeer Disconnection From Trade
(19:57); 1% Everyday
(25:30); Distinctiveness Vs Differentiation
This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
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