Chris Maffeo, an expert in brand building with a unique approach that combines marketing and sales, shares his insights on the Maffeo Drinks Podcast. Having journeyed from branding agencies to multinational companies and eventually founding his consultancy, Maffeo brings a wealth of global experience to the table. This episode delves into the nuances of alcohol branding, debunking the traditional focus on target consumers and instead, highlighting the significance of occasions and the consumer's mood and preferences.
👉 Tune in to discover:
➡️ The importance of targeting occasions over consumers in alcohol marketing.
➡️ How to effectively build a brand bottom-up, ensuring marketing and sales work together towards business growth.
➡️ The challenges and strategies in branding alcoholic beverages compared to other categories, emphasizing the unique consumer behavior in the alcohol market.
➡️ Maffeo’s perspective on consumer segmentation and the myth of the "typical drinker," showcasing the versatility of consumers' choices based on occasion, mood, and company.
➡️ Innovative approaches to overcoming restrictions in alcohol advertising and leveraging packaging and in-store experiences to tell a compelling brand story.
Join Chris Maffeo as he delves into the dynamic world of alcohol branding, offering lessons on how to craft a brand that resonates across diverse occasions and preferences!
IN THIS EPISODE
00:00 | Who is Chris Maffeo and What is Maffeo Drinks:
Maffeo’s transition from working in multinational corporations to founding his own brand-building consultancy.
01:21 | What Makes Alcohol Branding Unique:
In what ways does branding for alcohol differ from other categories like cosmetics?
03:57 | Why Focus on Occasions Over Target Consumers:
Why does Chris advocate for targeting occasions instead of specific consumer demographics in alcohol marketing?
10:04 | The ‘Target Consumer’ Misconception in Alcohol Marketing:
Chris debunks the myth of the "typical drinker" to discuss the versatility of consumer choices.
15:16 | How to Build a Brand Bottom-Up in the Alcohol Industry:
What strategies does Chris suggest for blending marketing and sales to foster business growth, especially in the alcohol sector?
19:52 | Overcoming Challenges in Alcohol Advertising:
How can alcohol brands navigate the restrictions on advertising to effectively communicate their brand story?
25:30 | The Role of Packaging and In-Store Experience in Branding:
How important is packaging and the in-store experience in the alcohol industry for storytelling and brand building?
33:55 | Can Alcohol Brands Appeal Across Generations:
Is it possible for alcohol brands to create a cross-generational appeal without being perceived as too old-fashioned or too modern?
44:44 | Final Words: How to build your own brand?
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This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.
