Growth, Brands and More Podcast

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 Introduction01:04 Meet Dominic Wilk03:05 Overview of the Polish Retail Market04:53 Challenges and Competitiveness in the Polish Market12:16 The Rise of Convenience Stores16:15 Premiumization and Market Evolution23:04 The Role of Discounters in Shaping the Market28:39 Wholesale Players: Selgros and Makro32:34 Entering the Polish Market: Strategies for Success35:33 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

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 Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

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 Curiger03:09 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 Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

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 Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto speaks with John Kelly about the dynamic world of international marketing, with a particular focus on the food and beverage industry. John shares insights from his extensive career, spanning roles in dairy, beer, and beverage ingredients, highlighting significant shifts in the industry. Key trends discussed include rising consumer demand for product transparency, health-focused beverages, and the blurring of category lines as companies expand into new areas, such as zero-alcohol and functional drinks. They also examine the complexities of market adaptation, the impact of significant price increases, and the crucial need for companies to remain agile and responsive to consumer needs in the face of these changes. The conversation offers strategic insights for businesses aiming to navigate the current landscape and anticipate future developments.00:00 Introduction 01:01 Interview with John Kelly: Career Journey and Industry Insights 09:51 Consumer Trends and Market Shifts in Beverages 23:31 The Rise of Zero Alcohol Beverages 24:52 Functional Beverages and Consumer Health Trends 34:28 The Future of the Beverage Industry and Market Dynamics Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

Cross Over Episode!Second part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. We discuss the significant shifts in consumer behaviour and market dynamics, including the importance of understanding when and how to adopt new brands, the industry's return to pre-COVID trends, and the impact of on-premise consumption closures. The conversation covers the rise and fall of different beverage categories, the strategic movements of brands and distributors, and how consumer preferences and cultural trends influence brand success. We also highlight the concept of 'blurring occasions' where consumers switch between alcoholic and non-alcoholic beverages based on the context rather than traditional categories. The podcast emphasises the need for brands to create cultural significance and adapt to changing consumer behaviours to thrive in the current market.00:00 Introduction 00:16 Industry Trends and Challenges 00:50 Distribution Strategies and Market Dynamics 01:48 Consumer Behaviour and Brand Success 02:16 Post-COVID Market Adjustments 04:51 On-Premise vs Off-Premise Dynamics 16:09 Blurring of Categories in the Spirits Industry 25:17 Emerging Trends and M&A Activity 31:47 Cultural Insights and Rituals 39:51 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

Thank you to everyone who tuned into my live video! Join me for my next live video in the app. Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

Cross Over Episode!First part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. The focus is on trends and strategies in the spirits and beverages industry, particularly the 'Shrink for Growth' strategy, where companies divest non-core brands to focus on core strengths. Key examples include Campari, Diageo, and Brown-Forman. The conversation covers shifts from economies of scale to economies of scope, the impact of mergers and acquisitions, and the differences in strategy between listed companies and privately owned companies. The episode highlights the changing landscape of the industry and predicts significant transformations over the next 10-15 years.00:00 Introduction 00:57 Overview of the Spirits Industry 01:40 Shrink for Growth Strategy 02:12 Impact of Mergers and Acquisitions 02:25 Distribution and Market Dynamics 02:52 Challenges in the Spirits Industry 09:31 Listed vs. Privately Owned Companies 10:05 Industry Consolidation 12:08 Distribution Challenges 17:44 Long-term Viability of the Spirits Industry 28:17 Final Thoughts and Recap Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, the host speaks with Vedran Jelaca, co-founder of Shopnosis, a company that specialises in AI-powered shopper research. Shopnosis uses smart glasses to track shopper behaviour in physical stores, offering a detailed and scalable solution to understand what products shoppers see, interact with, and ultimately purchase. The discussion covers the nuances of shopper behaviour that are often overlooked, such as the visibility of products on bottom shelves and the real-world performance of retail media. Shopnosis provides actionable insights to brands, retailers, and agencies to optimise in-store marketing and product placement. The interview concludes with a discussion on the future of the tool, focusing on extending their technology and spreading awareness of their innovative solutions in the market research field.00:00 Introduction 00:48 Guest Background and Experience 01:21 Challenges in Market Research 03:18 Focus on Shopnosis 04:13 Understanding Shopper Behaviour 07:40 Data Collection and Analysis 14:07 Impact of Retail Media 21:00 Visibility and Shelf Placement Myths 28:18 Optimising In-Store Creatives with AI 32:19 Benchmarking and Future Guidelines 37:33 Challenges in Retail Optimisation 40:05 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto interviews Maciej Grajewski, founder of SG Papertornics, a liquid diagnostic company for craft beverages. Grajewski discusses her journey from academia to entrepreneurship, the development of the core product, Beer-o-meter, and how it helps brewers ensure consistency and stability in their beer. He explains the technology behind Barometer, its ease of use, and the importance of process control in brewing. The conversation touches on the challenges and insights gained from working with brewers, the importance of building trust, and the potential for expanding diagnostics to other beverage types. The episode concludes with reflections on the entrepreneurial journey and future goals.00:00 Introduction 01:04 The Liquid Side of the Beverage Business 01:21 Meet the Guest: Maciej Grajewski02:44 Revolutionising Brewery Process Control 09:21 Challenges and Learnings in the Brewing Industry 29:04 Expanding Horizons: From Beer to Other Beverages 31:05 Entrepreneurial Journey and Future Plans 47:23 Closing Thoughts Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

Reflecting on the Evolution of Fast Moving Consumer Goods: Focus, Clarity, and Strategy In this episode, we dive into the evolving landscape of the fast-moving consumer goods sector. Reflecting on the significant changes over the past 25 years, from notable mergers and acquisitions to the recent trend of structural simplification and specialisation, we explore how companies are shifting strategies to thrive. The discussion covers the historical context of M&A activities, the move towards economies of scope, and the emerging focus on clarity and deliberate portfolio management. Key examples such as Kellogg's, Johnson & Johnson, and Pernod Ricard illustrate the 'shrink to grow' approach. Additionally, the impact of market dynamics, technological adoption, and the importance of mastering fundamentals are analysed. This episode offers valuable insights for FMCG professionals, emphasising the need for focus, clarity, and consumer-centric strategies in an ever-changing market. 00:00 Introduction and Reflection 00:16 Historical Mergers and Acquisitions 01:58 Shift to Economies of Scope 03:04 Era of Structural Simplification 04:11 Recent Examples of Business Splits 07:47 Focus on Specific Assets 10:05 Operational and Strategic Clarity 14:51 Adapting to New Technologies 19:31 Conclusion and Final Thoughts Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto interviews Alberto Duran Sampedro, a long-time friend and colleague from their MBA days. Alberto shares his extensive journey from banking to working in an advertising agency, the pharmaceutical industry, and finally joining his family's luxury jewellery business in Spain. Alberto provides insights on the evolution of the global jewellery market, highlighting a shift from high-end watches to branded jewellery and explaining how digital platforms and the consolidation of brands are reshaping the industry. They also discuss the importance of storytelling, traceability, and sustainability in luxury. The episode concludes with Alberto's thoughts on future trends and potential investment areas within the luxury market, emphasising brands with authentic narratives and emerging markets like Japan, Korea, and India. 00:00 Introduction01:01 Meet Today's Guest: Alberto Duran01:42 Alberto's Career Journey 02:17 Overview of the Family Business 04:24 Shifts in the Global Jewellery Market 06:55 The Rise of Branded Jewellery 13:03 Digital Influence on the Jewellery Industry 20:43 Trends and Future of the Luxury Sector 28:04 Balancing Tradition and Modernity 31:26 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto interviews Alberto Duran Sampedro, a long-time friend and colleague from their MBA days. Alberto shares his extensive journey from banking to working in an advertising agency, the pharmaceutical industry, and finally joining his family's luxury jewellery business in Spain. Alberto provides insights on the evolution of the global jewellery market, highlighting a shift from high-end watches to branded jewellery and explaining how digital platforms and the consolidation of brands are reshaping the industry. They also discuss the importance of storytelling, traceability, and sustainability in luxury. The episode concludes with Alberto's thoughts on future trends and potential investment areas within the luxury market, emphasising brands with authentic narratives and emerging markets like Japan, Korea, and India. 00:00 Introduction01:01 Meet Today's Guest: Alberto Duran01:42 Alberto's Career Journey 02:17 Overview of the Family Business 04:24 Shifts in the Global Jewellery Market 06:55 The Rise of Branded Jewellery 13:03 Digital Influence on the Jewellery Industry 20:43 Trends and Future of the Luxury Sector 28:04 Balancing Tradition and Modernity 31:26 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto, alongside co-host Elisabetta Borghi, chats with entrepreneur Mariam Abdillahi, founder of Black Flamingo Beauty. Maria shares her entrepreneurial journey, which began in Dubai and now expands into the UK and other regions. She discusses the inspiration behind her brand, which stemmed from her own skin issues and her connection to Somali culture. The episode covers various aspects of marketing strategies, product development, and the importance of balancing traditional and scientific approaches in the cosmetic industry. Mariam also addresses the challenges of targeting diverse consumer demographics and highlights the significance of sustainability and ethical sourcing. The conversation concludes with advice on leveraging available resources, maintaining clear brand values, and the potential for collaborations and partnerships.00:00 Introduction01:56 Mariam's Entrepreneurial Journey 05:17 Challenges and Strategies in the Beauty Industry 09:05 Balancing Tradition and Innovation 19:58 Marketing and Expansion Plans 35:35 Future Vision and Closing Thoughts 47:01 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, co-hosts Elisabetta Borghi and Filiberto Amati explore the intersections of international marketing, consumer trends, and brand strategy with guest Franco Piero, CEO and co-founder of the BIOVA Project. Franco shares insights on his pivot from video production focused on sustainability to creating circular economy solutions for food waste, emphasising the challenges and logistics of transforming surplus bread into beer and exploring new categories like kombucha. The discussion covers the importance of stakeholder alignment, consumer appeal, and collaboration, focusing on expanding the impact of sustainable practices in food production. Franco also highlights the crucial role of scaling businesses with sustainability-focused investors and partners, aiming to maximise market presence and ecological impact.00:00 Introduction 01:02 Meet the Co-Hosts and Guest 01:25 Franco's Journey and the BIOVA Project 03:00 The Concept of Circularity and Food Waste 05:10 Challenges and Differentiation in the Market 09:33 Logistics and Compliance 18:16 Product Development and Market Strategy 22:15 Future Plans and Collaborations 43:56 Closing Thoughts Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

Filiberto and Elisabetta Borghi co-host this episode. The interview with Maahan Mirnezami explores the trends and innovations in the neutraceutical market, particularly focusing on developing products like flat-packaged pills, gummies, and absorbable strips. Maahan highlights the benefits of gummies, including better bioavailability and consumer compliance. The conversation also delves into the company's strategic decisions, marketing approach, and plans for entering the mass market. Maahan discusses the challenges of scaling the business, obtaining financing, and developing compliant products quickly. The interview concludes with a discussion on their vision for future growth and their unique position in the market.00:00 Introduction 01:01 More Trends in Nutraceuticals 05:12 Challenges and Innovations in Product Development 14:30 Strategic Partnerships and Scaling the Business 20:14 Future Vision and Investment Opportunities 24:04 Conclusion Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

Filiberto and Elisabetta Borghi co-host this episode. Special guest Maahan Mirnezami discusses the competitive nutraceutical market. He shares his background in biomedicine and explains the development of his project, Biova Health, which focuses on creating pharmaceutical-grade supplements to improve user trust and efficacy. Elizabeth highlights the market's growth, and Maahan elaborates on the challenges with current supplements, the benefits of gummies over pills, and the importance of educational marketing. The discussion covers the intersection of nutraceuticals and functional foods, emphasising product quality, user experience, and market education. 00:00 Introduction01:28 Guest Introduction02:56 Challenges in the Nutraceutical Market 06:08 Innovations in Supplement Delivery 07:52 Market Dynamics and Future Trends 12:48 Consumer Education and Product Acceptance 21:32 Product Development 31:41 Conclusions Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

This episode of 'Growth, Brands and More' features host Filiberto discussing the role of AI in foresight and strategic marketing with guests Marco Bevolo and Dennis from ShapingTomorrow. The conversation explores the importance of foresight given current geopolitical and economic uncertainties and how AI can enhance human capabilities rather than replace them. The guests emphasise critical thinking and adaptability in leveraging AI outputs and discuss how AI-generated 'hallucinations' can offer unique creative insights. They also delve into the practical applications of AI for businesses, including synthetic research and future scenario simulations, to better prepare organisations for upcoming challenges. The episode concludes with an emphasis on taking actionable steps from the insights shared to drive business growth and innovation.00:00 Introduction 01:01 Meet the Guests: Marco and Dennis 03:04 The Importance of Foresight in Today's World 08:29 AI's Role in Foresight and Strategic Thinking 16:28 Challenges and Opportunities with AI 27:51 Future Applications of AI in Market Research and Foresight47:20 Closing Thoughts Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto interviews Teresa Carmo, a seasoned marketing professional with a diverse international background. Teresa shares insights from her extensive career, which spans notable companies like Nestle, Johnson & Johnson, Pernod Ricard and Lego. They discuss the essence of a good strategy, the importance of balancing short-term tactics with long-term goals, the growing need for digital transformation, and sustainability. Teresa emphasises the critical role of brand power and leadership in navigating these changes, advocating a balance between innovation and maintaining substantial brand equity. 00:00 Introduction 01:01 Meet Teresa Carmo: A Global Marketing Leader 05:32 The Essence of a Good Strategy 19:51 Navigating Consumer Shifts and Brand Evolution 28:39 Adapting Brand Purpose and Positioning 31:08 Interconnectedness of Brand Strategy and Business Model 33:21 Balancing Evolutionary and Revolutionary Innovation 45:34 Leadership and Future-Oriented Strategies Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto interviews Roger Jackson, an experienced professional in brand management and founder of Shopper Intelligence. The discussion delves into the concept and evolution of shopper insights, highlighting the importance of understanding shopper behavior to drive better marketing, sales, and category management. Roger shares his journey from working with multinational companies like Unilever and Mondelez to promoting shopper insights on a global scale. They discuss the challenges and benefits of integrating shopper insights into retail strategy, the impact of collaborative retailer relationships, and the potential future advancements through AI and data analysis. The episode emphasizes leveraging shopper insights to make informed business decisions and foster better retailer-manufacturer collaborations.00:00 Introduction01:42 The Birth of Shopper Intelligence 04:18 Challenges in Shopper Insights 08:24 The Importance of Shopper Insights 19:01 Shopper Intelligence: Data and Insights 24:02 Real-World Applications of Shopper Insights 25:21 Optimizing Catalog Placement for Traffic 27:06 The Impact of Shopper Intelligence 27:25 Retail Media and Shopper Preferences 27:48 The Importance of Product Range 31:01 Challenges in Retail Strategy 33:13 Competing with Discount Retailers 42:17 The Future of Shopper Intelligence 46:44 Final Thoughts Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe