Building a challenger brand that wins with Stefan Lagerqvist, CEO @ Nick's
Description
Stefan Lagerqvist is a proven business leader best known for his unique blend of elevated financial expertise, strategic insight, and world-class brand-building experience, honed at P&G and Unilever. Currently, Stefan serves as the Group CEO at NICK'S, a Swedish better-for-you ice cream and protein bar brand that's made a name for itself in snack aisles across Europe and the US.
In this episode, we cover the unexpected difficulties Stefan and Nick's faced during their high-growth era, the keys to pulling off the best experiential marketing, and how Nick's crafted their flirtatiously bold brand voice.
What you'll learn in this episode:
-
The unexpected business challenges of extreme growth
-
How to uncover your true target consumer
-
The Nick's product that outperformed Snickers
-
Why having legacy brands copy you is great for business
-
How to evaluate creative without paid testing
-
Why cynicism is necessary for business growth
-
The keys to pulling off the best experiential marketing
-
When challenger brands truly challenge legacy brands
-
How Nick's retooled their marketing approach for the US
-
How Bethenny Frankel became Nick's #1 fan
-
What to remember in influencer marketing
-
How Nick's balances their messaging to be both fun and functional
Resources:
-
Connect with Stefan on LinkedIn
-
Learn more about Nick's on their website
-
Follow Nick's on Instagram
-
See Bethenny Frankel show Nick's love
United States
