Join Rory Sutherland in this episode of 'On Brand' with special guests Jonathan Wolf, CEO of ZOE, and Sharlene Lopez, founder of Medifesto. They delve into the world of nutritional science, the significance of the microbiome, and the innovative personalised nutrition programme by ZOE. Discover how ZOE's research is transforming health through food and learn about the evolving role of branding and marketing in the health technology sector. With discussions on behavioural change, the impact of ultra-processed foods and the future of health tech, this episode is packed with insights for anyone interested in health and nutrition. All views expressed are those of the participants, listeners should consult a medical expert before following any of these views or recommendations.

00:00 Welcome and Guest Introductions

01:29 Jonathan Wolf's Journey to Founding Zoe

04:36 The Science Behind ZOE's Nutrition Programme

07:01 Impact of Diet on Health and Mood

22:47 Challenges and Successes in Health Tech Branding

29:47 The Role of Marketing in Health Technology 

34:20 The High Stakes of Scientific Validation

34:43 Disconnect Between Scientific Proof and Market Impact

36:40 Brand Influence in Health Decisions

37:43 The Role of Advertising and Brand Partnerships

41:26 Challenges in Sustaining Behaviour Change

44:58 Technological Advances in Health Monitoring

47:08 The Importance of Messaging in Health Campaigns

49:21 Rethinking Food and Health Guidelines

01:02:58 The Future of Food Labelling and Consumer Information

01:09:32 Conclusion and Final Thoughts

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Exploring Travel and Advertising with TUI's Toby Horry and Rory Sutherland. In this episode of On Brand with ALF and Rory Sutherland we hear from Toby Horry, Global Brand and Content Director at TUI. Discover Toby's career journey from a production manager at an indie film company to his current role at TUI. Learn about TUI's dynamic history, the impact of COVID-19 on the travel industry, and the evolving trends in holiday booking. The discussion also explores the influence of digital transformation, the role of subscription and dynamic pricing models, the increasing importance of experiential travel for Gen Z, and the creativity in advertising. Join us for an insightful conversation packed with anecdotes and valuable industry insights.

If you want to do business with the UK’s leading brands Request an ALF Insight demo.

Chapters:-

00:00 Welcome and Introduction

00:19 Guest Introduction: Toby Horry

01:31 Early Career and Family Influence

02:42 Advertising Anecdotes and Insights

08:46 Dynamic Pricing in Travel

17:36 COVID-19 Impact on Travel Industry

19:11 Repatriation Efforts During COVID-19

21:13 The Future of Package Holidays

23:31 Changing Trends in Travel and Leisure

29:08 Vacation Policies and Economic Impact

30:58 Economic Rationality in Travel

31:28 Flexible Working and Consumer Behaviour

32:09 The Case for Flexible Work

34:52 The Impact of Technology on Work and Travel

39:48 Marketing Strategies in the Travel Industry

48:08 The Role of Video and Social Media in Travel

49:46 AI and Its Implications in Travel

51:17 Consumer Trends and Travel Recommendations

56:05 Conclusion and Final Thoughts

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In this episode, Rory interviews Ruth Snowdon-Gough, CMO of Hain Celestial, a company known for its ‘dawn to dusk’ portfolio of brands including Sun Pat, Covent Garden Soup, Linda McCartney Foods and Ella's Kitchen. 

The discussion covers Hain's multi-year strategy for global growth, the meat-reduction trends influencing food consumption, and the evolution of vegetarian food toward flavour-rich offerings without taste compromise. They explore insights into educating children on cooking, whether soup deserves a bigger share of the portable meals market and the success story of Ella’s Kitchen.

In ‘Top Two Challenges’, Ruth talks about balancing product sales with ethical goals and how the company manages the reputation of the McCartney family name when it comes to product development for the Linda McCartney range.

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In this episode of 'On Brand with ALF and Rory Sutherland,' host Rory Sutherland, Vice-Chairman of Ogilvy UK, sits down with Benjamin Braun, the Chief Marketing Officer at Samsung Europe.

The discussion covers a range of topics including Samsung's creative use of their Olympic sponsorship, marketing tactics and digital transformation. Braun highlights the success of gifting special edition gold phones to Olympians, which led to a 23% increase in demand for Flip 6 phones. They also explore Samsung's innovative products like foldable phones, AI-enabled ovens and eco-friendly initiatives like solar-powered TV remotes. The conversation delves into the importance of user-centric design and dual-purpose products, and how Samsung balances premium offerings with affordable technology to democratize access. Rory and Benjamin further discuss the future of AI, the impact of aesthetics in consumer choice and effective marketing strategies that blend minimax (minimal resources for maximum output) and maxmax (heroic marketing efforts).

If you want to do business with the UK’s leading brands Request an ALF Insight demo.

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Rory says Jordan Brompton is the best advert for not going to university. He reckons she's had a free MBA! Jordan started working life on a market stall and has worked in restaurants and bars but when she had a chat with plumber turned electrician, Lee Sutton, they decided to go for it and set up myenergi. Lee is the technical side of the business but it's quite clear that Jordan is the marketing and sales powerhouse although, as she points out to Rory, she has been known to get to work with the soldering iron.

Innovation and sustainability are the cornerstones of their business and manufacturing their products in the UK is a USP for them. myenergi manufactures a range of eco devices which manage energy sources. The zappi fast charges your EV, the eddi helps you maximise self-generated solar and/or wind power, the libbi stores your solar energy and cleverly manages your use of the grid, and the harvi enables you to install zappi and eddi wirelessly. As you'll hear, Jordan is knowledgeable and innovative. The business is expanding worldwide with business across Europe and now in Australia. There are challenges however. Britain has 1.3 million homes with solar power, but Germany is way ahead at 4 million homes. Jordan feels the EV market has softened recently but she expects it to bounce back.

In our Top Two Challenges feature Jordan says that "boots on the ground" explaining and selling the products is what is needed for both myenergi and the industry as a whole.

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In this episode of 'On Brand', Rory Sutherland welcomes Margaret Jobling, Chief Marketing Officer at NatWest. They discuss the challenges and successes in marketing across various sectors, with a focus on NatWest's transformation in its marketing approach. Margaret delves into the importance of understanding customer needs, leveraging data effectively, and experimenting to build knowledge. The conversation also covers the impact of fintech, the role of technology in banking, and NatWest's strategy around social purpose and sponsorships, particularly the partnership with Team GB for the Paris 2024 Olympics. 

Additionally, they touch on flexible work, its benefits for employees, and how NatWest is investing in young people's financial education through the NatWest Thrive programme.

If you want to do business with the UK’s leading brands Request an ALF Insight demo.

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John Roberts started Appliances Online for a £1 bet in the pub on Christmas Eve 1999 with his mate. Today it's known as AO.com and it's a huge success in the provision of white goods and now tv and entertainment, smart tech, computing and more. John tells Rory how the company has focused on superb customer service to differentiate itself from its competitors and he outlines the thinking behind their sponsorships and marketing. Interestingly, having started by mailing brochures and then moving totally online, they are beginning to mail mini-brochures again. AO is now a totally vertically integrated business and John envisages a time, not far away, when they will be able to recycle every element of a piece of white goods into something brand new. AO also operate as a white label delivery business for a number of well known brands. This is a phenomenal 21st century success story.

If you want to do business with the UK’s leading brands Request an ALF Insight demo.

John Roberts supports the national youth charity, OnSide, find out more here...

https://www.onsideyouthzones.org

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Rachel Eyre is Chief Customer and Marketing Officer at Morrisons, a heritage business in the UK, celebrating 125 years in 2024. Rachel explains how the Market Street proposition in Morrisons with its fresh, British sourced produce, appeals to traditional older Morrisons customers, but is now resonating with younger shoppers. Although big trolley shops are still popular, Rachel outlines how smaller, more frequent basket shops are becoming the norm. Rachel and Rory discuss Morrisons' vertically integrated business model, with it's own manufacturing businesses giving it a point of difference to competitors, a story which needs to be told to customers through brand marketing.

Although there have been a lot of changes in loyalty programmes in recent years, Rachel feels that the recent update of the MoreCard scheme with its "Fivers" has enabled Morrisons to avoid some of the pitfalls of loyalty schemes and leapfrog ahead in terms of innovation.

Competition for every pound is intense in this sector and despite the offers and discounts Rachel explains that still the biggest driver of choice is convenience of location.

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Christian Thrane is the Managing Director of Marketing at EE and BT's Consumer Division. The merger of the two companies in 2016 has opened many opportunities. Christian, who joined just before lock-down, has been charged with setting out the new offerings for both existing and new customers. Service to the consumer is at the top of his agenda and on his watch this has improved on every level since the merger. Rory quizzes Christian about the focus of EE’s service with four areas addressed, Home, Game, Work and Learn. He also asks why, after a decade, they have stopped using Kevin Bacon in vision on their commercials. He’s still doing the voice overs.

If you want to do business with

the UK’s leading brands Request an ALF Insight demo.

To book your seat at the ALF Awards 2024, click here.

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Having read Economics at Cambridge, ex-Procter & Gamble marketer, Greg Jackson, explains the success behind Octopus, recently certified as a Which? Recommended energy provider for the 7th year in a row.

Innovative technology, great marketing and superb customer service are integral to the Octopus success story. Among the many amazing revelations in the chat with Rory, Greg points out that 65% of UK households have a car, an increasing number of which are EVs, and the battery in an EV can power a house for between 3 and 5 days. 

You'll hear about the Octopus Power Pack and the Fan Club - technical and marketing ideas that have helped Octopus achieve around 8 million customers in 18 countries. This is an essential listen.

If you want to do business with

the UK’s leading brands Request an ALF Insight demo.

To book your seat at the ALF Awards 2024, click here.

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