Growth, Brands and More

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 Kickoff

03:24 Why Ecosystems Win: Many Parts, Not One “Best Practice”

05:58 Growth by Design: Aligning the Whole System

07:14 Operationalising the Ecosystem

11:24 FMCG Reality Check

13:57 Trust, Pricing, and the Cost of Short-Term Moves

16:08 Young Blossom 25: Listening to Gen Z and Understanding the “Why”

24:57 The Future of Brand Building: Staying Relevant Amid Constant Disruption

31:43 Wrap-Up

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 Board

01:01 Meet Inga Dengel: A Branding Expert

02:37 The Changing Landscape of Branding

04:08 Understanding Generation Z

07:19 The Importance of Purpose and Authenticity

10:07 Reaching the Right Audience

19:26 The Role of Experience in Branding

23:57 Strategic Partnerships and Cultural Platforms

26:23 Conclusion and Next Steps

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 Introduction

01:29 Challenges in Fast-Moving Consumer Goods

04:29 The Startup and Scale-Up Journey

06:21 European vs. US Startup Ecosystem

12:07 Sustainability in Business: A Long-Term Vision

16:30 The Role of Governments and Companies in Sustainability

30:05 Conclusion

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 Introduction

01:14 Exploring Business Transformation

02:21 The Stages of Business Transformation

06:18 Agile and Frugality in Business

09:38 Barriers to Real Transformation

14:37 Overcoming Transformation Challenges

22:22 Balancing Innovation and Efficiency

27:09 Corporate Venturing and Long-Term Innovation

36:19 The Second Chapter of Transformation

37:50 Conclusion

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 Introduction

01:01 Welcome Back: Part 2 with Konstantinos Delialis

01:14 The Impact of GLP-1 and Plant-Based Innovation

03:30 Challenges in Marketing Plant-Based Products

08:19 Innovation Strategies in FMCG

14:13 Digital Transformation and E-commerce

20:27 Navigating Challenging Market Conditions

30:53 Closing Thoughts and Future Directions

32:16 Final Words and Call to Action

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 Introduction

01:06 Meet Konstantinos: A Journey in FMCG

04:47 Global vs Local Brands: Key Lessons

18:59 Consumer Evolution and Market Trends

23:55 The Impact of GLP-1 and Future Innovations

28:28 Conclusion

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 Introduction

01:04 Meet Dominic Wilk

03:05 Overview of the Polish Retail Market

04:53 Challenges and Competitiveness in the Polish Market

12:16 The Rise of Convenience Stores

16:15 Premiumization and Market Evolution

23:04 The Role of Discounters in Shaping the Market

28:39 Wholesale Players: Selgros and Makro

32:34 Entering the Polish Market: Strategies for Success

35:33 Conclusion

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 Introduction

01:06 Meet the Hosts and Guest

01:53 Alex’s Entrepreneurial Journey

02:32 The Concept of Safety Wearables

07:06 Target Markets and Product Development

09:02 Challenges and Innovations in Safety Jewellery

22:45 Market Strategy and Future Vision

32:56 Customer Experience and Data Privacy

41:04 Closing Thoughts

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 cocktails

In 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 Introduction

01:06 Meet Alex Curiger

03:09 The Evolution of the Mixer Market

05:12 Challenges and Innovations in Premium Mixers

10:41 Building a Brand and Market Strategy

19:11 Production and Operational Challenges

30:19 Advice for Aspiring Beverage Entrepreneurs

40:04 Conclusion and Final Thoughts

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