Growth, Brands and More Podcast

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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

In this episode, host Filiberto welcomes Vani Gupta Dandia, an experienced marketing professional with a rich background in international brands and startups, particularly in the Indian market. Vanni shares her journey from Leo Burnett to senior roles at Henkel, Unilever, and PepsiCo, followed by launching her own consultancy in 2018. The discussion covers the unique challenges of product differentiation in India's highly competitive and fragmented market, emphasizing the importance of distinctive branding, understanding consumer behavior, and leveraging effective sales strategies. The conversation also delves into the intricacies of India's distribution channels, the dominance of mom-and-pop stores, and how brands can efficiently build their presence. Vanni underscores the necessity of balancing traditional and digital marketing approaches, the importance of qualitative consumer research, and the need for simple, effective sales incentives. The episode concludes with insights into optimizing point-of-sale marketing and the strategic use of ATL (Above The Line) advertising, management, and supply chain transparency. 00:00 Introduction 01:01 Meet Vani Dandia03:07 The Indian Market Landscape 12:36 Distribution Challenges in India 20:08 Consumer Behavior and Quick Commerce 29:47 Effective Packaging Strategies 32:55 Sales and Distribution Insights 40:24 Challenges in the Alcohol Market 44:14 The Power of Above the Line Advertising 49:01 Final Thoughts and Takeaways Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, Filiberto is joined by Elisabetta Borghi, a retail and fashion expert with extensive experience with international brands. The podcast delves into international marketing strategies, consumer trends, and brand strategy. Elizabeth discusses her versatile background working with blue chip multinationals, investment funds, and startups and emphasizes the importance of data-driven decision-making and operational excellence in building brand equity. The discussion covers the current state of the retail industry, the impact of emerging technologies like AI and the metaverse, and the necessity of adopting omnichannel strategies to meet evolving consumer expectations. Elisabetta also highlights the significance of personalization, innovation, and agility in retail, and explores potential future trends in the industry. 00:00 Introduction 01:06 Meet Elisabetta Borghi: Retail and Fashion Expert 02:11 Career Journey and Insights 04:48 Current State of the Retail Industry 08:52 The Future of Retail: Trends and Predictions 13:58 The Role of Technology in Retail 19:22 Personalization in Retail 23:18 Conclusion and Call to Action Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, Filiberto is joined by Elisabetta Borghi, a retail and fashion expert with extensive experience with international brands. The podcast delves into international marketing strategies, consumer trends, and brand strategy. Elizabeth discusses her versatile background working with blue chip multinationals, investment funds, and startups and emphasizes the importance of data-driven decision-making and operational excellence in building brand equity. The discussion covers the current state of the retail industry, the impact of emerging technologies like AI and the metaverse, and the necessity of adopting omnichannel strategies to meet evolving consumer expectations. Elisabetta also highlights the significance of personalization, innovation, and agility in retail, and explores potential future trends in the industry. 00:00 Introduction 01:06 Meet Elisabetta Borghi: Retail and Fashion Expert 02:11 Career Journey and Insights 04:48 Current State of the Retail Industry 08:52 The Future of Retail: Trends and Predictions 13:58 The Role of Technology in Retail 19:22 Personalization in Retail 23:18 Conclusion and Call to Action Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this episode, host Filiberto Amati interviews Margaret So, an experienced marketing consultant from Canada who transitioned from working with top consumer goods companies to running her consultancy. Margaret details her career journey, passion for supporting consumers, and expertise in market research and consumer behavior. They delve into the intricacies of marketing mix modeling (MMM) and its importance in understanding the efficiency and effectiveness of marketing spend. They also discuss data's role in marketing, digital advancements' impact on traditional marketing strategies, and the future of marketing analytics. Margaret emphasizes balancing short-term and long-term strategy, customizing research to fill data gaps, and aligning marketing metrics with C-suite expectations. 00:00 Introduction 01:01 Meet Margaret: A Journey in Consumer Goods 01:33 The Evolution of Market Research 05:36 Understanding Marketing Mix Modeling 09:27 Balancing Traditional and Digital Marketing 11:45 Data and Analytics in Marketing 20:13 Challenges and Misconceptions in Marketing Analytics 28:40 Future of Marketing Mix Modeling 39:15 Conclusions Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this discussion, Vincenzo Carrara, a beauty industry veteran with experience in various roles, shares his expertise on the significant changes and trends over the past decade. Vincent elaborates on his extensive career in beauty and the foundation of his advisory firm, which works with various stakeholders in the industry, including brand development and strategy. Key points include the growing fragmentation and diversification of the beauty industry, the influence of social media and contract manufacturers on new brands, and the evolving roles of direct-to-consumer channels and brick-and-mortar retail. He highlights the increasing importance of nutraceuticals, neurocosmetics, and the merging lines between beauty, fashion, and wellness. Trends like hyper-personalization, AI integration, and sustainability are explored as future driving forces. The conversation also touches on the roles of celebrities and influencers in the industry, particularly their expanding influence across various beauty categories. Lastly, Carrara advises aspiring beauty entrepreneurs on market research, value chain understanding, and financial planning.00:00 Introduction and Guest Welcome 02:03 Vincenzo's Career Journey 04:14 Shifts in the Beauty Industry 06:48 Emerging Trends and Challenges 13:09 Direct-to-Consumer Strategies 20:13 Blurring Industry Boundaries 31:40 Role of Technology and AI 40:00 Future Outlook and Advice for Entrepreneurs Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe

In this interview, Enrico Mulas, a former colleague from Campari, shares his diverse professional journey, which spans trade marketing at Shell, consulting at Value Partners, HR consulting at Towers Perrin, and multiple roles at Campari, including Country Manager for China and Switzerland. Enrico discusses the significant consolidation and evolution within the international alcohol beverage industry over the past 15-20 years and the importance of critical mass for in-market distributors. He also explores the role of innovation, particularly in non-alcoholic beverages, and the challenges of merging consumer analytics with product quality. Furthermore, he touches upon the complexities of entering the Chinese market, emphasizing cultural adaptations and strategic partnerships. The discussion extends to trends like premiumization, potential growth for medium-sized companies through private equity, and the broader impacts of regulatory changes and sustainability pressures in the beverage sector.In this episode:00:00 Introduction01:18 Career Journey and Consulting Experience03:19 Transition to Campari and Industry Insights07:05 Distribution Strategies and Market Trends35:22 Opportunities in Crisis and Innovation in Packaging36:34 The Importance of Product Quality and Shelf Life46:00 Navigating the Chinese Spirits Market57:45 Future Outlook and Industry Trends Get full access to Growth, Brands and More at www.filibertoamati.com/subscribe