Rolf Ladau is the CEO of Paulig, a 148-year-old family-owned food company. We discuss the fundamentals of consumer branding, growth playbooks, the business case for sustainability, how Santa Maria grew to become the European leader in Tex-Mex and more.

Learn more:

https://paulig.com/

https://generogrowth.com/

https://www.linkedin.com/in/rolf-ladau-458b892

(0:00) Introduction

(1:10) Working at Unilever, P&G, Coca-Cola and more

(4:15) How to build and maintain world-class consumer brands

(11:40) Do brands spend too little on marketing?

(14:25) Becoming the CEO of Paulig

(20:30) Santa Maria’s growth journey, playbooks, and the future of snacking

(33:07) How Paulig has succeded for 148 years

(40:15) The art and science of brand positioning

(46:05) Feedback loops and learning from mistakes 

(49:33) The business case for sustainability