Growth, Brands and More

The second part of my chat with Roberto Roccatti, former CEO of Galvanina, Tomarchio, Lurisia, and Royal Unibrew Italy, and previously with 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.

In this episode, we discuss marketing strategies for economically frugal environments. The episode highlights the importance of a clear focus, simplicity, and understanding of commercial dynamics to create an impactful marketing toolbox. The conversation delves into balancing creativity with practical execution, ensuring simplicity in communication, and the challenges brands face in various channels. The dialogue also covers the significance of geographic targeting and consistent brand execution, both locally and internationally, emphasizing the importance of building a solid strategy aligned with practical execution. Real-world examples like Heineken and Aperol illustrate how strategic focus and consistent messages can drive brand success. The episode concludes with insights on collaborating with investors and balancing growth and brand equity.

In this episode

00:00 Introduction

00:56 The Marketing Toolbox in Frugal Environments

03:06 Importance of Simplicity in Marketing Execution

07:08 Challenges in Marketing and Trade Dynamics

16:53 Strategies for Small vs. Big Brands

22:27 Balancing Execution and Strategy

34:13 Managing Investor Expectations

36:42 Conclusion and Final Thoughts

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 episode

00:00 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

The second part of my interview with Chris Maffeo of the Maffeo Drinks Podcast

This is Chris’ LinkedIn summary:

My love for the industry comes from afar, coming from a family of F&B distributors since 1884: The business survived two world wars but closed shop with my Grandpa’s passing, just after marking the 100th anniversary, when I was 6. All that’s left are my childhood memories of products and flavors and a black & white photo of Nonno Vito, known in town as Don Vito, proudly sitting in front of the entrance, that I keep in my wallet. Fast forward, my last 20 years started with a master's degree, living in a few countries 🇮🇹 🇬🇧 🇧🇪 🇫🇮 🇸🇪 🇨🇿 , 🇩🇰, 450 flights worldwide, and jobs I had always dreamt of until something changed.In 2019, I received one of those calls that a son living abroad hopes he will never get: my mum had passed away without the time to say goodbye. I looked at my 5-month-old daughter and decided it was time to stop being her career-driven, frequent-flying dad and start building the foundations of the woman she would become. I decided to quit highly paid senior corporate roles and repurpose my life and priorities.I deep-dived and realized that I had never accepted that 100 years of family business learning could disappear, leaving only great memories behind. Verba volant, scripta manent! My mum, a Latin teacher, would always say.So, I decided I would not let that happen again and committed to documenting the learnings from my mistakes and successes, having my daughter in mind as a potential reader.3 months later, I set up my own company.Regardless of what her path in life will be, she will be able to use those learnings and they will be saved for the next generations. Until she is ready for them, I've decided to share my experience with drinks brands founders and employees to help them fast-track their learning curve avoiding mistakes that can cost them tons of money.

In this episode

00:01 Intro

01:15 What is a Drinks Builder?

06:22 How do you sell the first Bottle?

07:24 The role of community

11:37 Creating Demand

19:53 Demand and Ecosystem

27:41 The Beverage Builders’ ToolBox

Our Guest: Chris Maffeo of the Maffeo Drinks Podcast

This is Chris’ LinkedIn summary:

My love for the industry comes from afar, coming from a family of F&B distributors since 1884: The business survived two world wars but closed shop with my Grandpa’s passing, just after marking the 100th anniversary, when I was 6. All that’s left are my childhood memories of products and flavors and a black & white photo of Nonno Vito, known in town as Don Vito, proudly sitting in front of the entrance, that I keep in my wallet. Fast forward, my last 20 years started with a master's degree, living in a few countries 🇮🇹 🇬🇧 🇧🇪 🇫🇮 🇸🇪 🇨🇿 , 🇩🇰, 450 flights worldwide, and jobs I had always dreamt of until something changed.In 2019, I received one of those calls that a son living abroad hopes he will never get: my mum had passed away without the time to say goodbye. I looked at my 5-month-old daughter and decided it was time to stop being her career-driven, frequent-flying dad and start building the foundations of the woman she would become. I decided to quit highly paid senior corporate roles and repurpose my life and priorities.I deep-dived and realized that I had never accepted that 100 years of family business learning could disappear, leaving only great memories behind. Verba volant, scripta manent! My mum, a Latin teacher, would always say.So, I decided I would not let that happen again and committed to documenting the learnings from my mistakes and successes, having my daughter in mind as a potential reader.3 months later, I set up my own company.Regardless of what her path in life will be, she will be able to use those learnings and they will be saved for the next generations. Until she is ready for them, I've decided to share my experience with drinks brands founders and employees to help them fast-track their learning curve avoiding mistakes that can cost them tons of money.

In this episode

00:01 Intro

07:21 What is a good brand strategy?

14:20 The Thread between strategy and execution

21:24 Setting the Right Expectations on Brand Building

27:29 Frugality, Money in A&P and Time

31:55 The Bottom-up Strategy

44:41 Should an ample opportunity arise, can you change your strategy?

Our Guest: Clarice Pinto, former Campari, Stock Spirits, LVMH, ING.

In this episode

00:01 Intro

03:26 Consumption Occasions, Rituals

06:02 Building Rituals in Spirits: The Perfect Serve

07:49 The Marketing Toolbox

11:28 The Balance Between Mental and Physical Availability

13:50 Activity Prioritization in the Marketing Plan

18:01 GenZ and side effects

22:15 The Future of Social Media

28:54 Conversion vs. Equity Building Dilemma

Our Guest: Clarice Pinto

This is Clarice’s Linkedin Summary:

With over 25 years of international experience across the FMCG, luxury, and spirits industries, I've honed an expertise in strategic innovation, brand growth, and market penetration, spanning Italy, the U.S., Spain, and Brazil. My career is marked by a keen ability to marry strategic insight with creative execution, driving brand value and business expansion on a global scale.During my tenure at Campari Group, I led the premiumization and relaunch of iconic brands, such as Aperol and Campari, achieving unprecedented growth. Before Campari, I ventured into entrepreneurship within the education sector, launching and successfully exiting Kid&Us in Milan in 2014. This experience not only underscored my passion for building and scaling businesses but also enriched my understanding of consumer needs and market opportunities.As I transition towards establishing a startup in the femtech space, I am excited to apply my extensive knowledge in launching products, consumer behavior and market dynamics, and expanding businesses. This venture aims to revolutionize menopause care and create impactful innovations in women's health.Specializing in business transformation and creative disruption, I am driven by the challenge of navigating industries poised for change. My journey from revitalizing traditional brands to pioneering in the femtech sector underscores my commitment to leveraging my skills for meaningful impact.

In this episode

00:01 Intro

05:01 What is a good brand strategy?

08:46 The importance of execution

12:18 Examples of Good Strategy / Execution

16:24 The Importance of the Brand Experience

18:25 Measure Strategy or Execution?

20:31 Timings: when measuring makes sense, when results are evident

21:58 Consistency in Time is critical for the long-term

25:50 Marketers need to master the route to market

27:01 “Good is better than perfect”

Marco Bevolo and Filiberto Amati interview Bisi Williams, Co-Founder and Chief Insights Officer, Massive Change Network, Chicago

Marco Bevolo and Filiberto Amati interview on their upcoming book "Nexus" (MIT Press): Julio Mario Ottino, Guggenheim Fellow, and Co-Director, Northwestern University's Institute on Complex Systems Bruce Mau, Co-Founder, and CEO, Massive Change Network, Chicago

Marco Bevolo and Filiberto Amati chat with Satyendra Pakhalé, Principal Designer, Design Director and Founder Satyendra Pakhalé Associates, author of "Culture of Creation"

Marco Bevolo and Filiberto Amati chat with Stefano Marzano, former CEO Philips Design and CDO Electrolux