Growth, Brands and More

Filiberto Amati and guest Oliver Kümin explore the dynamics of the Swiss retail and food sectors. The discussions feature the dominance of Coop and Migros in the food market, the influence of German discounters, and the rise of urban and specialist stores. They highlight the shift towards urban shopping, cross-border shopping influences, and the relatively low impact of digital commerce in the Swiss food market. Insights include the low product innovation in Switzerland compared to neighboring countries and specific strategies like direct-to-consumer models and social media marketing for new brands. Premium brand Läckerli Huus's omnichannel distribution is detailed, emphasizing the importance of KPIs in product management and market readiness. The narrative also covers the transition from corporate environments to entrepreneurship, stressing the value of patience, customer feedback, and practical innovation.

In this Episode:

00:00 Introduction

01:01 Meet Oliver Kümin: From Corporate to Family Business

02:35 The Swiss Retail Landscape: Challenges and Changes

26:15 Navigating Product Launches and Investments

27:08 Omni-Channel Distribution Strategy

36:18 Portfolios: Balancing Innovation and Market Reality

Quick experiment instead of your usual podcast, which comes back with the typical programming next week.

The takeaways from the last episodes (S02E14-S02E24) are brought to you by NotebookLM:

NotebookLM is an AI-powered research assistant that lets people in your organization interact with trusted source content to get grounded insights

The app, which Google powers, has an interesting feature: it summarizes the content you analyze in a two-person podcast episode. You can listen to this summary episode today.

In this episode of 'Growth, Brands and More,' host Filiberto Amati discusses with Giuseppe Cavallo the importance of conscientious branding and the evolving role of brands in the marketplace. The conversation includes insights into how brands create meaning and identity, the necessity of a moral compass for businesses, and the shift from profit-centric strategies to more holistic approaches that consider stakeholder ecosystems. The discussion also touches on the principles of compelling storytelling and the emotional connections brands must establish with consumers. Additionally, Amati and Cavallo explore the challenges and nuances of modern marketing, the importance of company culture, and the impact of external and internal conflicts on decision-making. The episode concludes with a reflection on the changes in market dynamics and the need for brands to be meaningful participants in a broader system.

In this Episode:

00:00 Introduction

01:01 The Power of Brand Platforms

01:56 Embracing Conscientious Marketing

23:45 The Dark Side of Storytelling

24:37 Principles of Great Storytelling

27:49 Connecting with Your Audience

In this episode, Filiberto chats with Giuseppe Cavallo, a former corporate communications expert who has become a consultant and professor. The discussion covers Cavallo's professional journey from marketing director roles at Colgate and Nissan to his current brand strategy and personal branding work. They delve into the essence of good brand strategy, emphasizing avoiding direct competition and focusing on customer relationships. Cavallo highlights the importance of creating value for customers by deeply understanding their needs and simple, coherent strategies. He also discusses his book, 'The Marketing of Happiness,' which aims to bring conscientiousness into branding and marketing. The conversation touches on the significance of relationship levels in marketing strategy, using examples like Patagonia's value-based approach and Red Bull's media-centric model.

In this Episode:

00:00 Introduction

01:01 Meet Giuseppe Cavallo: From Corporate to Consultant

05:16 Defining Good Brand Strategy

07:48 Transforming Product-Centric Companies

20:46 The Marketing of Happiness

32:08 Levels of Customer Relationships

The second part of my chat with Stephanie Jordan-Balmforth:

Sustainability-focused Business Developer, Strategist and Trade Advocacy Specialist with over 15 years of expertise in the wine, spirits and beverages sector, ranging from FMCG giants to pioneering startups.Thriving in dynamic entrepreneurial ecosystems, I have a deep-rooted commitment to sustainable practices, aligned with my belief that companies and people should have a positive environmental impact, respecting the credo People, Planet and Profit. Culturally astute, multilingual (total fluency in French, Spanish and English) and highly adaptable, I am adept at building strong relationships with clients, distributors, supply chain partners, agencies, investors and key industry stakeholders.As one half of the duo who is the visionary force behind Avallen Spirits, an award-winning BCorp-certified spirits brand, I have a track record of guiding projects from conceptualisation to success. Our brainchild, Avallen Spirits, is a revolutionary carbon-negative Calvados that embodies purpose-driven sustainability, addressing every facet of the supply chain's ecological footprint, distribution efficiency and brand activation strategy.Armed with keen commercial acumen, I am constantly on the lookout for new revenue opportunities that combine sustainability and profitability. My proficiency as a confident communicator has enabled me to build an extensive network within the international drinks industry, fostering valuable relationships that further amplify sustainable initiatives.In recognition of my contribution to the drinks industry, I was named 'Women of the Year' by the Drinks Business in 2020.In this episode of Grow, Brands and More podcast, host Filiberto Amati welcomes guest Stephanie Jordan Balfour, co-founder of the sustainable spirits brand Avalen. They discuss Stephanie's diverse background, her journey in the drinks industry, and Avalen's mission to become the world's most planet-positive drinks brand. The conversation explores what it means to have an acceptable growth paradigm within the realm of sustainability and how companies can employ a tree analogy for business growth. They also delve into Avalen’s brand strategy, emphasizing the importance of doing the sustainability work before marketing it, and the challenges and benefits of using different packaging materials. The episode concludes with insights on maintaining authenticity in sustainable practices and the potential for circular economies in the drinks industry.

Host Filiberto Amati explores international marketing trends, consumer behavior, and sustainable brand strategies in this episode. The discussion delves into the importance of moving away from single-use packaging and greenwashing, advocating for circular and more honest production models. The guest, Stephanie, emphasizes the significance of certifications like B Corp, the impact of higher transportation costs on sustainability efforts, and the necessity of consumer education in spotting greenwashing. The conversation also covers broader economic issues, critiques the reliance on GDP as a sole measure of success, and introduces 'Donut Economics' as a framework for sustainable business practices. The episode calls for marketers to redefine key performance indicators and for businesses to be proactive in sustainable innovation rather than waiting for consumer demand.

In this Episode:

00:00 Introduction

01:01 Exploring Alternative Packaging

02:07 The Problem with Single-Use Glass

04:13 Spotting Greenwashing in Sustainability

11:12 Corporate Responsibility and Supply Chains

17:18 Challenges in Sustainable Business Practices

19:54 Rethinking Economic Models

29:58 Final Thoughts and Call to Action

In this episode, I speak with Stephanie Jordan-Balmforth:

Sustainability-focused Business Developer, Strategist and Trade Advocacy Specialist with over 15 years of expertise in the wine, spirits and beverages sector, ranging from FMCG giants to pioneering startups.Thriving in dynamic entrepreneurial ecosystems, I have a deep-rooted commitment to sustainable practices, aligned with my belief that companies and people should have a positive environmental impact, respecting the credo People, Planet and Profit. Culturally astute, multilingual (total fluency in French, Spanish and English) and highly adaptable, I am adept at building strong relationships with clients, distributors, supply chain partners, agencies, investors and key industry stakeholders.As one half of the duo who is the visionary force behind Avallen Spirits, an award-winning BCorp-certified spirits brand, I have a track record of guiding projects from conceptualisation to success. Our brainchild, Avallen Spirits, is a revolutionary carbon-negative Calvados that embodies purpose-driven sustainability, addressing every facet of the supply chain's ecological footprint, distribution efficiency and brand activation strategy.Armed with keen commercial acumen, I am constantly on the lookout for new revenue opportunities that combine sustainability and profitability. My proficiency as a confident communicator has enabled me to build an extensive network within the international drinks industry, fostering valuable relationships that further amplify sustainable initiatives.In recognition of my contribution to the drinks industry, I was named 'Women of the Year' by the Drinks Business in 2020.In this episode of Grow, Brands and More podcast, host Filiberto Amati welcomes guest Stephanie Jordan Balfour, co-founder of the sustainable spirits brand Avalen. They discuss Stephanie's diverse background, her journey in the drinks industry, and Avalen's mission to become the world's most planet-positive drinks brand. The conversation explores what it means to have an acceptable growth paradigm within the realm of sustainability and how companies can employ a tree analogy for business growth. They also delve into Avalen’s brand strategy, emphasizing the importance of doing the sustainability work before marketing it, and the challenges and benefits of using different packaging materials. The episode concludes with insights on maintaining authenticity in sustainable practices and the potential for circular economies in the drinks industry.

In this episode, host Filiberto Amati welcomes guest Stephanie Jordan Balmforth, co-founder of the sustainable spirits brand Avallen. They discuss Stephanie's diverse background, journey in the drinks industry, and Avalen's mission to become the world's most planet-positive drinks brand. The conversation explores what it means to have an acceptable growth paradigm within sustainability and how companies can employ a tree analogy for business growth. They also delve into Avalen’s brand strategy, emphasizing the importance of doing sustainability work before marketing it and the challenges and benefits of using different packaging materials. The episode concludes with insights on maintaining authenticity in sustainable practices and the potential for circular economies in the drinks industry.

In this Episode:

00:00 Introduction

01:01 Meet Stephanie Jordan Balmforth

02:46 Avallen: A Planet Positive Spirits Brand

04:34 Sustainability and Growth in the Spirits Industry

19:54 Innovative Packaging and Circular Economy

The second part of my conversation with Edward Burghard:

Ed spent 35 years sharpening his branding skills at Procter & Gamble, one of the world’s most preeminent branding companies, where he earned the distinguished title of Harley Procter Marketer in recongition for his expertise. Ed also led the start up of the Ohio Business Development Coalition (501 C-6) and development of the Ohio brand. He played a key role in the state earning the annual Site Selection Governor’s Cup Award in 2006, 2007, 2008, 2009, and 2011.

In this episode, host Filiberto Amati and guest Edward Burghard discuss the essential elements of building robust brands, emphasizing the importance of a strong brand promise. The conversation highlights how a compelling brand promise forms the cornerstone of effective marketing strategies, guiding decision-making and ensuring consistency across various platforms. The discussion also touches on evolving brand promises, the myth of rebranding vs. brand refresh, and effective communication across marketing and sales teams. Practical insights from their experiences from Procter & Gamble underscore the significance of understanding a brand's origin story and leveraging that narrative to maintain relevance and competitiveness over time.

In this Episode:

00:00 Introduction

01:01 The Importance of Brand Promise

05:16 Evolving and Communicating Brand Promise

08:49 The Myth of Rebranding

14:17 Consistency in Brand Communication

23:23 Cross-Functional Leadership in Marketing

29:11 Building a World-Class Marketing Team

29:33 Conclusion and Book Recommendations

In the episode, we refer to these books that are available on Amazon.

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In this episode, I speak with P&G veteran Edward Burghard:

Ed spent 35 years sharpening his branding skills at Procter & Gamble, one of the world’s most preeminent branding companies, where he earned the distinguished title of Harley Procter Marketer in recongition for his expertise. Ed also led the start up of the Ohio Business Development Coalition (501 C-6) and development of the Ohio brand. He played a key role in the state earning the annual Site Selection Governor’s Cup Award in 2006, 2007, 2008, 2009, and 2011.

In this episode, host Filiberto Amati interviews Edward Burgard, a former marketing director at Procter & Gamble. They discuss Burgard's extensive career at P&G, including his role as one of the inaugural Harley Procter Marketers, a position created to retain top marketing talent. Burgard explains how this role allowed him to travel and address marketing challenges globally. After retiring from P&G, Burgard founded a consulting firm and wrote several books on branding. He shares his perspective on branding as a promise and the importance of authenticity, relevance, and competitiveness. The conversation covers best practices for measuring brand strategy effectiveness, the significance of product improvement, and the necessity of understanding consumer insights to guide product development and marketing mix decisions.

In this Episode:

00:00 Introduction

01:01 Meet Edward Burghard, Former Procter & Gamble Marketing Director

01:48 The Harley Procter Marketer Experience

04:33 Transition to Consulting and Writing

04:51 Branding the State of Ohio

09:04 Defining a Brand: A Promise to Keep

11:21 The Importance of Authenticity in Branding

18:55 Brand Strategy: A Long-Term Plan

28:07 Measuring Brand Success

48:44 Conclusion and Next Episode Teaser

In the episode, we refer to these books available on Amazon.

Thank you for reading Growth, Brands, and More. This post is public, so feel free to share it.

In this episode, I chat with my good friend Marco Bevolo:

Futurist for change. Exploring the fuzzy front of innovation to extract and structure new value for brands and society, internationally. Uniquely combining: 10 years in the Italian Creative Industry; 10 years as corporate management; with 10+ years as independent consultant and academic researcher. Services: a) foresight and futures for international corporations; b) change management for Small Medium Enterprise; c) brand visioning and values for startups and scale ups.

In this episode, I focus on working with the future with guest Marco Bevolo, a strategist and academic with a diverse advertising, design, and foresight background. We discuss the importance of understanding consumer trends, brand strategy, and foresight in shaping the future of marketing. Marco shares his journey from advertising in Italy to strategic design at Philips Design and his current focus on academia and consulting. The conversation covers defining weak signals, developing scenarios, and the foresight process's impact on innovation and communication. The role of talent, trained judgment, and tools like AI in foresight practice is also explored, providing valuable insights for marketing professionals and entrepreneurs.

In this Episode:

00:00 Introduction

01:01 Meet Marco Bevolo: A Journey from Italy to the Netherlands

01:36 Marco's Career at Philips Design

06:23 Transition to Academia and Consulting

08:55 Understanding Foresight and Future Studies

17:44 The Role of Weak Signals in Foresight

21:42 Building Scenarios for the Future

32:00 From Concepts to Market: The Foresight Process

36:25 Foresight in Communication and Strategy

45:54 The Human Element in Foresight

48:21 The Role of AI in Foresight

55:09 Conclusion and Final Thoughts

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In this episode, I chat with the founders of Frant, Dorota Zylewicz-Nosowska and Wojtek Nosowski:

We started Frant with the idea of creating unique Polish spirits in collaboration with different local distillers or suppliers using innovative production methods and regional ingredients. Not constrained by spreadsheets and corporate bosses, we’ve decided to experiment to create a spirit and a brand that will breathe new life into the world of Polish spirits.Our research led us to creation of our first product – Frant Wildflower. A distinctive Polish honey distillate aimed at high-end spirit connoisseurs worldwide. It had become an instant hit with Poland’s f&b community - chefs, sommeliers as well as bartenders. Bootstrapped Frant to being offered at Poland’s top bars and fine dining restaurants.

In this episode, Filiberto engages again with the founders of Frant a niche spirits brand in Poland. The conversation focuses on their unique marketing strategies, the challenges of launching a premium spirits brand, and the importance of controlled distribution. They discuss the decision to use honey as a base ingredient, the dual challenge and opportunity of entering the Okovita market, and the significance of personal involvement in sales. The founders emphasize the importance of authenticity, consumer curiosity, and building a community around their brand. They also share insights on dealing with industry complexities and maintaining focus during the brand's early stages.

In this Episode:

00:00 Introduction

01:01 Discussing Brand Execution

01:20 Measuring Brand Success

02:05 Distribution Strategy and Community Building

04:01 Challenges in the Polish Market

09:03 The Okovita Category

12:44 Creating a Unique Product with Honey

18:24 Overcoming Production Challenges

24:49 Advice for Aspiring Founders

28:43 Convincing Customers and Distributors

31:45 Conclusion and Farewell

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