Explore every episode of the podcast Growth, Brands and More

Filiberto sits down with Dennis Draeger and Marco Bevolo to go through a Shaping Tomorrow report on the K-shaped split in consumer goods. Demand is moving to premium or to value, and the middle price tier is emptying.

Dennis builds four scenarios on two open questions. Does the K deepen, or does the middle fill back up? And do private labels keep gaining on brands? In one scenario, quality-value convergence, brands and own label compete on quality per price until the line between them blurs.

The picture changes by region. Private label already holds about half of European supermarket sales. In the US, retailers sell premium own label, often at A-brand prices. In India and China, premium reaches buyers through sachets and small packs. In Europe and North America, premium now rests more on efficacy and scientific proof than on heritage.

Marco turns this into four decisions for the next planning cycle: move each mainstream brand up, down or out; write a separate value-tier playbook for each region; audit any premium claim that rests on heritage alone; and give the C-suite a regional early-warning dashboard.

The last part of the conversation ranges wider. It covers Lidl behaving like a cultural brand, younger shoppers, microfactories, the Guinness brewery as a destination, and Marco’s example of Nestlé’s Russian operations being taken over by the state.00:00 Guests, the report and the K-shape question

09:56 Four scenarios for the next five to ten years

15:10 What drives premium: efficacy, private label, sachets and oil

19:31 Why the K looks different in the US, Europe and emerging markets

25:39 Four strategic implications for the next planning cycle

37:52 Beyond the report: Lidl, Gen Z, microfactories, Guinness and geopolitics

Host Filiberto interviews Pippa Bailey, Head of Strategy and Innovation at CRG Global, about her career in sensory and consumer psychology, research innovation, and sustainability across consumer packaged goods. They discuss how to make research more useful by clarifying real business questions, using multiple data sources, and testing hypotheses while maintaining methodological rigour. The conversation explores category “blurification,” the role of micro- and nano-content creators for early ideation and communications, and how technology enables self-ethnography and passive measurement in shopper and product testing. Bailey explains sensory semiotics—how meaning and expectations from cues like texture, colour, and language shape product experience and repeat purchase. They close on GLP-1’s wide-ranging impact on consumer behaviour, households, and research norms.00:00 Welcome and Introductions

00:44 Pippa’s Research Journey

05:45 Blurring Categories and Needs

08:07 Making Research Useful

13:59 Experimentation and Rigour

18:14 Micro Creators for Insight

24:03 Shopper Research Evolution

31:28 Sensory Semiotics Explained

40:01 Beverage Taste and Polarisation

42:59 When Semiotics Don’t Travel

47:08 GLP-1 Disrupts Consumption

56:54 Wrap Up and Thanks

The K-shaped economy didn't create the barbell in FMCG portfolios. It accelerated a trend already twenty years in the making, and most manufacturers still measure it wrong.

In this episode of Growth, Brands and More, I'm joined by Todd Kirk of Middlegame, an FMCG marketing analytics firm. They build market structure models on Nielsen IQ data, increasingly with AI in the loop.

Todd worked both sides of that data. He started at IRI (now Circana), then moved client-side to Coca-Cola's brand teams. Today he applies that lens at Middlegame, built specifically for FMCG.

We open with the shrink-to-grow thesis and why the mainstream is being pinched from both ends. Then Todd walks through a live case study: a decomposition of sparkling wine sales in Ireland. It separates real incrementality from transfer demand, and shows exactly where a 2.3% retail value gain actually came from.

We close on why revenue growth management and commercial teams keep talking past each other. And on where AI genuinely earns its place in this kind of analysis.

If you manage a portfolio that's being pulled toward value on one side and premium on the other, this one is for you.

In this episode:

00:03:49 — Welcome back: Todd Kirk and Middlegame's read on the "first moment of truth"

00:07:54 — Defining the K-shaped economy:

00:13:48 — Beyond price: multi-banner shopping and the private label upgrade

00:16:02 — From price-pack architecture to portfolio interactions

00:26:06 — Case study: decomposing sparkling wine sales in Ireland

00:40:44 — RGM vs. commercial, market structure as a Rubik's cube, and where AI fits

How can international brands enter the ‘hot’ Polish Supermarket scene? What kind of insights should they use, and which should they dismiss?

Host Filiberto Amati interviews Dominik Wilk, now Poland country manager for German wholesaler Crevel Europe, on what international brands need to know to enter Poland's modern trade. He covers logistics, trade promotions, currency and payment-term variability, and how listings often begin as “in-and-out” supported by leaflets and social media before permanent placement. Key mistakes include pitching only product quality, ignoring shopper differences and geography, and treating listing as success; Winning requires ongoing support, preparation, patience, and a consistent strategy.

00:00 Polish Retail P&L Basics

07:19 Logistics, Pricing and Competition

14:37 Listings, Promotions and Retail Maze

23:27 Route To Market Playbook

29:16 Pitching And Listing Mistakes

35:13 Promotions, Trends And Final Advice

Is nutrition the next board-level risk for food and beverage companies? Do we need to install a Chief Nutrition Officer?

Aart Jan recounts a career spanning Unilever (including roles in Singapore, China, and leading the tea division), a Coca-Cola/Nestlé joint venture, and FrieslandCampina. In the latter, he served as corporate CMO and developed a nutrition policy distinguishing daily versus occasional products to grow healthier sales.

After leading fitness and nutrition platform fitchannel.com and selling it to investors, he now consults on applying marketing to public health, arguing health harm is driven more by consumption frequency and usage intensity than by penetration.

AJ goes to the core of his vision of a shift from ingredient accountability to impact and outcome-driven nutrition, enabled by wearables and glucose monitoring. For our guest, health is an emerging board-level portfolio risk alongside shifts in consumer demand and regulation.

Finally, we discuss GLP-1’s effects on cravings, category volumes, and family repertoires, and propose a chief health officer and portfolio KPIs focused on product role, frequency, and health outcomes.

00:00 Career Journey in FMCG

02:45 Health Platform Lessons

09:56 Health as Corporate Risk

37:45 GLP-1 and Demand Shifts

49:09 Chief Health Officer Future

What is happening in Spirits? Why are RTDs growing while the rest of the categories are not?

Filiberto hosts a discussion with Chris Maffeo and spirits veteran Olivier Rouche. Olivier recounts his 35 years at Pernod Ricard in commercial strategy & negotiation and his new consultancy, training, and coaching work. They examine the spirits industry’s rapid transformation as premiumization stalls, consumption slows in traditional markets, and demand shifts toward lower-alcohol options.

The group highlights operational and margin challenges for spirits companies entering RTDs, including reliance on third-party production, canning and small-format constraints, best-before dynamics, promo pressure, and retailer assortment tightening.

They distinguish multiple RTD sub-markets (value retail, grab-and-go, multipacks, premium on-trade cocktails) and expect more partnerships with bottlers/distributors. Olivier advises aligning RTDs with company strategy, quantifying margin dilution versus volume-driven value expansion, and ensuring sustainable long-term operations, while warning against rushed launches, cost-driven pricing, and ignoring local consumer differences.

00:00 Meet the Guests

01:12 Olivier's Career Shift

04:17 Spirits Industry Shakeup

13:27 RTDs Strategy and Execution

24:08 RGM Mistakes and Wrap-Up

What is a water sommelier? Selling water is both an art and a science.

In this Growth Brands and More episode, host Filiberto interviews beverage veteran and water sommelier Ganesh Iyer, who recounts entering the beverage industry before focusing full-time on water sommelier work. Iyer defines the role of the water sommelier and explains the art of pairing meals and beverages. He argues that water education lags in India compared to Europe due to a lack of cultural respect and hospitality training. He highlights common branding mistakes (such as generic messaging or an unclear value proposition) and emphasises tailored on-premise training, moving conversations from procurement to revenue, and future opportunities like water menus, culinary pairing, and meaningful functional benefits, and advises new entrants to define an uncopiable “moat.”

00:00 Welcome and Guest Intro

01:00 Ganesh Career Origins

04:59 Water Sommelier Explained

09:16 Key Water Attributes

16:42 Premium Water Positioning

25:34 Common Branding Mistakes

36:21 Training That Actually Works

47:35 Future Opportunities in Water

51:01 Final Advice and Wrap Up

What if sustainability needed to go beyond Carbon management to become a strategy?

In this episode, Adam discusses sustainability in FMCG, with an emphasis on localised water risk management. He touches on technologies for water efficiency and closed-loop systems, which are constrained by regulation in some regions, and highlights India’s zero liquid discharge practices. Water savings can also strengthen the business case through energy recovery and loss reduction, with wastewater serving as a bioindicator of inefficiency. He points to regenerative agriculture, intermodal transport, supplier engagement to decarbonise scope 3, growing customer demands for sustainability data, and future trends including nature metrics, risk pricing maturity, shorter supply chains, financial instruments, digital traceability, and collaborative action.

00:00 Water Risk Hotspots

02:25 Mitigation and Closed Loops

06:01 Resilience in Supply Chains

13:27 Scope Three and Supplier Pressure

18:39 Future Trends and Leadership

What if sustainability were not about doing good or looking good? What if it were about risk management??

In this episode, Filiberto interviews sustainability professional Adam Pawelas - a sustainability veteran in food and beverages - about how sustainability has evolved over 20+ years from compliance to operational excellence, CSR, and now ESG embedded in business strategy and finance. They discuss universal sustainability practices across industries: mapping stakeholders, identifying material topics, and clarifying internal and external motivations, with leaders differentiating themselves through future-proof asset design, portfolio choices based on product footprints, responsible sourcing for scope 3 impacts, embedding sustainability in risk frameworks, and resourcing commitments via incentives tied to sustainability KPIs. They address myths that sustainability is only a cost or is fading, arguing it is becoming more structured and important for resilience amid extreme weather and geopolitical shocks. The conversation highlights packaging complexity, regional differences in recycling systems and recycled content, and the growing role of EU reporting frameworks and peer pressure in driving action.

00:00 Welcome and Guest Intro

03:04 Sustainability From CSR to ESG

10:57 What Comes Next: Resilience

14:07 Leaders vs Laggards in Practice

20:53 Packaging Regulation and Reporting

Do large organisations really understand complexity? Or do they underestimate it?

The discussion argues that operations exist to manage organisational complexity but are often overlooked unless disruptions occur, making end-to-end understanding hard in large companies. On AI, it’s described as a buzzword whose operational impact is often oversold: automation isn’t new, and effective AI requires deep process knowledge, high-quality standardised data, documentation, and governance, plus costly model building, training, and controls, making business cases difficult in FMCG operations today; however, AI pressure may accelerate data standards and enable more end-to-end supplier-to-consumer data exchange. For growth strategy, the key operational advice is to start by asking why a “white space” exists, identify execution barriers early, and make explicit trade-offs (e.g., distributor vs creating a legal entity) based on timeline, control, capabilities, and scalability. On barbell portfolios, premium and entry-level require different production, logistics, skills, and standards, risking underutilised assets unless execution is deliberate and guided by a clear playbook. The concluding advice is to involve an operational “buddy” early and stay close to day-to-day operations to sense-check ideas and improve predictability.

00:00 Ops and Complexity Reality

03:49 Why AI Hype Meets Data

11:17 AI Governance and Standards

14:26 Making Growth Plans Executable

26:14 Barbell Strategy and Final Advice

Why is there a disconnect between commercial objectives and operational ability to deliver those objectives?

In this episode, our guest, Pierre-Yves Parent, a transformation and operations veteran from Procter & Gamble, Diageo, and Coty, discusses why growth strategies often fail in execution due to mismatches with a company’s operating model. Parent explains end-to-end physical and data flows, highlighting how interfaces and human interpretation create instability and how the biggest tension arises when moving from design to implementation. Using RTDs as an example, he describes a structural misalignment in commercial operations timelines driven by seasonality, weather volatility, supply constraints, artwork/regulatory variations, retailer codification delays, and inventory/scrap and reporting impacts. The conversation also covers large transformations and carve-outs/mergers, noting early design tradeoffs, legal/IT separation limits, shared services complexity, and how weak governance and undisciplined change management can derail benefits by leaving unresolved resistance and incomplete execution.

00:00 Why Strategies Fail

05:30 Execution Meets Reality

10:40 RTD Supply Chain Chaos

20:24 Inside Big Transformations

34:33 Where Transformations Break

Is premiumness in RTD as important across demographic segments?

How should an Aldi Private Label compete with Guinness? And what would happen if GLP-1 were available in an oral format?

The second part of the discussion between Andy and Filiberto begins with how conjoint analysis reveals which packaging, price, size, and format cues consumers use in split-second FMCG decisions, highlighting ABV as a simplified signal of value, quality, strength, and flavour intensity, and warning that label “communication architecture” can unintentionally drive choice. It contrasts cans (mainstream, larger scale, often requiring partners) with glass (more premium, niche), and argues that innovation expectations should align with the chosen format’s scale. Research shows willingness to pay varies by demographic and market (e.g., French women and younger Spanish males paying premiums for glass), creating tension between segmentation opportunities and supply-chain de-complexification, while “shrink-to-grow” can open white space for smaller brands and even cross-category competitors.

Finally, Andy presents more insights from Epic’s previous research: 1) a UK study on Aldi’s Guinness-like stout found that alternative design choices (e.g., a glossy gold can and a distinct icon); 2) a separate study on oral GLP-1 formats

00:00 Conjoint Research Setup

01:42 Format Choices And Scale

04:40 Segmentation Versus Supply Chain

19:30 Packaging Signals And Copycats

28:49 GLP-1 Oral Disruption Wrap

Can we model consumer choices in a timely fashion?

Shouldn’t we test product-related design choices before launching them into the market?

The episode features Andy O’Brien, FMCG & RETAIL VP at Epic Insights, discussing his FMCG background and Epic’s software-driven, decision-based research, which delivers faster insights. They emphasise the need for rapid data to support innovation, challenge assumptions, and keep pace with retailer and internal decision timelines, noting procurement and organisational volatility as barriers and arguing that better tools should reduce high new-product failure rates. The conversation presents Epic-sponsored conjoint research on alcoholic RTDs in Germany, France, and Spain: product is the main choice driver, packaging is second, and their interaction shapes decisions, with price reinforcing expectations. Findings also suggest premium glass packaging complements rather than replaces mainstream cans, with cans driving volume while glass supports higher-value occasions and specific cohorts (e.g., female consumers in France).

00:00 Welcome and Preview

01:49 Meet Andy and Epic Insights

04:17 Fast Conjoint Research at Speed

08:22 RTD Study Insight One Drivers

20:05 Insight Two Packaging Premiumisation Wrap

Why do brands follow trends and waves, embracing change when it is not needed?

Why aren’t they obsessing about brand relevance, which is potentially the mother of all brand problems?

In this Growth Brands and More episode, Philippo interviews brand strategist Magda Adamska, who moved from agency planning (Nike, T-Mobile) to operator roles at MTV/Viacom and Pearson, then became a consultant and built Brand Struck, a database tracking 250 brand positioning analyses. Adamska contrasts the agency's focus on communication and creativity with client-side realities of the full marketing mix, citing Kinder Bueno’s repositioning, which tripled share. She describes shifts from fun/rebel branding to purpose and sustainability, and now “cultural relevance,” warning that fundamentals and measurement matter most. She argues relevance is the key driver of resilience (Uber, Instagram), while decline can stem from lost relevance (Bud Light) or bad business decisions despite relevance (Nike’s DTC shift). They discuss brands travelling internationally (Liquid Death in the UK), the importance of fame/awareness and investment, and why brand architecture projects start from portfolio messes driven by short-term incentives, acquisitions, and weak CEO stewardship.

00:00 Meet Magda Adamska

05:25 Brand Trends and Relevance

22:32 Brand Architecture Fixes

29:40 Short-Termism and Fake Innovation

32:43 CEO Stewardship and Brand Splits

40:45 Future Priorities and Value

Growth at any cost is still a mantra. But toxic growth creates more problems than it solves.

In part two of the chat with François Bazini, the host continues a conversation about “toxic growth” and why CMOs fail, arguing that marketers often chase glamorous, short-term levers, flavour “innovations,” promotions, ill-conceived category moves, or new consumer targets that look good on paper but poison brands, instead of doing the harder work of growing the core. François illustrates toxic growth through Ribena’s decline from a top UK brand in 2015 to outside the top 100 by 2022 after shifting away from families, launching non-credible flavoured water and sparkling RTDs, and becoming promotion-dependent. They discuss how companies mismanage brands, avoid postmortems, and misread success, citing Celsius’ growth as driven largely by a competitor’s delisting and a COVID-era shift to no-sugar. He also predicts that successful CMOs must both strengthen core brand growth and build disruptive new brands.

00:00 The types of Growth

00:43 Fake Innovation and Incentives

02:26 Defining Toxic Growth

06:33 Ribena Case Study Breakdown

26:46 Future of the CMO

From Chief Marketing Officer to Chief Growth Officer.

New Label or New Reality? What’s the future of marketing?

Filiberto interviews François Bazini, former CMO Europe at Suntory, about how the CMO role is changing and why some companies relabel it as a Chief Growth Officer. François recounts his global FMCG career (Danone, PepsiCo, Suntory) and contrasts functional marketing leadership with P&L general management, arguing that strong CMOs act as “brand CEOs” who own trade-offs across top line, bottom line, capital, and time horizons. He says CMOs often fail by avoiding ROI discussions or shifting spend to only what’s easily measurable, overemphasising short-term activation over long-term brand building. He also argues that CMOs must be brand stewards while improving ROI credibility by reframing returns around equity and pricing power, and advises marketers to build both “PowerPoint and Excel” skills and to speak the finance, supply chain, HR, and commercial languages.

00:00 Meet François Bazini

02:42 From CMO to P&L Leader

06:00 Brand CEO Mindset

10:56 ROI Trap and Brand Stewardship

23:08 Chief Growth Officer: The Future

Nicotine Products are not a smoking cessation category anymore.The Blurring Boundaries of Nicotine. And that changes everything.

Nicotine pouches show this shift clearly.

They look less like medicine and more like mints.

Consumers prefer formats that don’t make them feel like patients.

In this episode, Filiberto interviews Joel Rubenstein, an LBS alumnus and consumer health veteran, about his career in consumer health and the evolution of nicotine products. Rubenstein explains why tobacco companies are moving into cessation/harm reduction: nicotine is both the addictive problem and the cessation ingredient, it is hazardous to manufacture, and cigarette sales are declining. He contrasts highly regulated pharmaceutical players with rapidly innovating non-pharma products (vapes, gums, strips, and especially nicotine pouches), predicting recreational products will outcompete pharma’s. He stresses policymakers often wrongly equate tobacco with nicotine, notes inconsistent regulation (e.g., marijuana legalisation vs pouch bans), and warns unethical marketing, teen targeting, and ultra-strong pouches could trigger backlash, arguing for stronger retailer/supply-chain accountability and self-policing.

Why are so many FMCGs so focused on cannibalising their own demand?

Why is volume growth not really at the centre of the way they operate?

Todd and Filiberto discuss how innovation can create incremental demand rather than just redistribute it by targeting unmet occasions and clarifying each product’s role in the portfolio across four buckets: entry (trial), frequency, upsizing, and upscaling. They argue portfolio pruning often lacks discipline because firms fear losing shelf space and cut based on past sales rather than on incremental value, creating future competitive gaps; research cited claims that incremental value stops around the fourth SKU. They critique promotions for often subsidising existing buyers and driving unprofitable spikes, and warn that innovation and siloed decisions break pricing ladders (e.g., multipacks priced higher than singles). The proposed fix is a shopper-centric, system-wide “wide-angle” mindset that uses existing data and tools, along with virtual testing, to align assortment, pricing, and promotions.

00:00 Innovation That Creates Demand

01:14 Four Portfolio Roles Explained

03:47 Real-World Examples By Bucket

07:50 Pruning SKUs And Promo Myths

19:03 Pricing Architecture And Systems Mindset

Why do companies in FMCG choose low probability growth?

In the big data era, why are most of the FMCG launches supply-driven instead of demand-driven?

Today’s guest is Todd Kirk, Principal and Managing Director at Middle Game Services. Kirk explains his background across client-side (e.g., Coca-Cola), retail data (IRI), and consulting, and says Middle Game focuses on performance marketing at the shelf—assortment, merchandising, pricing, and their overlaps, such as promotion—using a shopper-centric, “wide-angle view” of choices. He contrasts shifting existing tactics with “better things” like line-filling, imitation, and true innovation, and describes applying choice-based analytics to tracking data (e.g., Nielsen/IRI and e-commerce). Discussing a key growth problem, he argues that companies overload on low-probability innovations, starving the core “base” (a Jenga analogy), creating value-chain inefficiencies, and often generating transfer demand rather than incremental value, urging portfolio and retailer impacts to be modelled before launch.

00:00 Show Intro

01:01 Meet Todd and Middle Game

04:11 Shelf Choices and the Four Ps

11:26 Do Better Things Wide Angle Growth

20:15 Growth Problems and Closing

Why do some executives keep growing and others plateau?

How do you balance the short-term objectives with the long-term plan?

In this podcast episode, host Filiberto interviews Rafal Walendzik about his 30+ year career across FMCG/CPG, food and beverages, and spirits, spanning Unilever, Kraft Heinz, and roles in Poland, the Czech Republic, and Southeast Asia, leading multicultural teams. Rafal says continued growth depends more on mindset than title, emphasising learning through failure, leaving the comfort zone, and taking calculated risks rather than plateauing. He explains that leading across markets and company sizes requires co-creating a strategy with teams, understanding what motivates people and owners, and focusing limited resources in smaller firms while staying agile as conditions change. Rafal connects cycling to goal-setting, self-talk, and the rewarding experience of progress.

00:00 Podcast Welcome and Guest Intro

02:58 Career Growth Mindset and Risk

14:34 Leading Change Focus and Motivation

29:47 Building the Next Chapter

33:04 Influence Without Authority

45:00 Three Questions to Move Forward

The Beverage industry is undergoing a global, structural reset.

And here I will explain why.

Podcast host Filiberto discusses a structural “reset” in beverages, especially beer and spirits, as the aggressive pricing playbook used to offset inflation has hit consumer limits and investors now prioritise volume growth. He traces how industry messaging shifted from post-pandemic cyclical softness to normalisation and transition, citing inventory overhang and weaker consumption, including pressures even in stronger categories like tequila. Spirits players such as Diageo and Pernod Ricard are adapting portfolio and operating models, while beer leaders like AB InBev and Heineken emphasise operating leverage, productivity, digital B2B platforms, and cost resets, alongside investment in no/low alcohol and beyond-beer offerings that still don’t fully offset traditional volume declines. He highlights category boundary blurring, diversification by bottlers and brewers, affordability ceilings, geopolitical supply-chain risk, and GLP-1 impacts, and outlines 2026 mandates: prioritise volume, shed complexity, localise smarter, stay consumer-close, and build better distribution systems.

00:00 Podcast Welcome

01:02 Beverage Reset Begins

04:26 From Cyclical to Structural

16:31 Total Beverage Playbook

21:13 2026 Mandate and Wrap

Wonder why most brands get the younger demographic wrong?

What sets the brands that connect with young adults apart?

Host Filiberto continues his conversation with Inga in part two about how brand insights translate into practical growth decisions. They discuss brands evolving into cultural platforms and argue that successful ecosystems (e.g., Red Bull) emerge from many coordinated pillars rather than a single “best practice,” requiring aligned brand, digital, people, and operational components, and a “growth by design” approach rather than serendipitous wins. Inga advises leaders to integrate younger-generation perspectives through board representation, reverse mentoring (Young Blossom 25), and direct dialogue, and for marketing to move beyond reach toward relationship-building and an ecosystem of experiences across touchpoints. The episode closes on the future of brand building: established brands must build resilient ecosystems, stay focused, and avoid panicking over short-lived hype (illustrated by PepsiCo’s reaction to Takis and product-response delays), as lower entry barriers via TikTok, Amazon, and direct channels will increase disruption.

01:01 Part 2 Kickoff

03:24 Why Ecosystems Win: Many Parts, Not One “Best Practice”

05:58 Growth by Design: Aligning the Whole System

07:14 Operationalising the Ecosystem

11:24 FMCG Reality Check

13:57 Trust, Pricing, and the Cost of Short-Term Moves

16:08 Young Blossom 25: Listening to Gen Z and Understanding the “Why”

24:57 The Future of Brand Building: Staying Relevant Amid Constant Disruption

31:43 Wrap-Up

What do authenticity and purpose mean for Gen Z?

Why so many paradoxes and contradictions in the relationship between brands and Gen Z?

In this episode, host Filiberto chats with Inga Dangel about the evolving landscape of branding and marketing, especially for Generation Z. Inga, with a rich career spanning roles at DHL, Mattel, and Pepsi, shares insights from her work with young consumers through her initiative, Young Blossom 25. They explore the generational shift towards authenticity and purpose, contradictions within Gen Z, and how brands can adapt to these changes. Inga highlights the importance of creating experiential connections and maintaining a strong reputation. The conversation also touches on successful adaptive branding strategies by companies like PepsiCo, Sephora, and Red Bull.

00:00 Introduction to Global Brands and Board

01:01 Meet Inga Dengel: A Branding Expert

02:37 The Changing Landscape of Branding

04:08 Understanding Generation Z

07:19 The Importance of Purpose and Authenticity

10:07 Reaching the Right Audience

19:26 The Role of Experience in Branding

23:57 Strategic Partnerships and Cultural Platforms

26:23 Conclusion and Next Steps

How are consumer attitudes towards sustainability changing?

In this episode, host Filiberto continues his insightful discussion with Leon Ramselaar, with a deep dive into business transformation and sustainability. They explore topics like the strategy of ‘shrinking for growth’ in fast-moving consumer goods, the role of government and private partnerships in supporting startups, and the importance of balancing operational excellence with innovation. The conversation highlights the need for long-term vision in business strategy and the challenges of creating sustainable, high-quality consumer goods amid economic pressures and regulatory differences. They also touch on the evolving landscape of electric vehicles and consumer attitudes toward sustainability. Leon expresses his frustration with the inadequate long-term planning in energy infrastructure despite initial governmental incentives.

00:00 Introduction

01:29 Challenges in Fast-Moving Consumer Goods

04:29 The Startup and Scale-Up Journey

06:21 European vs. US Startup Ecosystem

12:07 Sustainability in Business: A Long-Term Vision

16:30 The Role of Governments and Companies in Sustainability

30:05 Conclusion

Why do so many business transformations fail to achieve any results?

In this episode, host Filiberto discusses various aspects of business transformation with repeat guest Leon. The conversation focuses on the multi-stage process of business transformation, which includes becoming lean, adapting the organisation for future needs, and investing in innovative projects. They emphasise the importance of balancing operational efficiency with innovation to remain competitive. The discussion also addresses psychological barriers to change, the role of corporate venturing, and the significance of sustainability in transformation efforts. The episode concludes with a reminder to put acquired knowledge into action and a call to the audience to participate and share their insights.

00:01 Introduction

01:14 Exploring Business Transformation

02:21 The Stages of Business Transformation

06:18 Agile and Frugality in Business

09:38 Barriers to Real Transformation

14:37 Overcoming Transformation Challenges

22:22 Balancing Innovation and Efficiency

27:09 Corporate Venturing and Long-Term Innovation

36:19 The Second Chapter of Transformation

37:50 Conclusion

Why marketers struggle to balance short-term actions with long-term thinking?

How do you convert those objectives into budget allocations?

This is the second part of my chat with Konstantinos Delialis. The discussion centres on international marketing, consumer trends, and brand strategies. From understanding the nuances of innovation in product development and digital transformation to highlighting the importance of consumer- and customer-centric approaches. The episode also explores the implications of short-term versus long-term strategic decisions amidst challenging market conditions. Konstantinos emphasises the significance of efficient resource allocation, the potential of digital transformation, and the essential balance between luxury and mass-market strategies. The overall theme underscores the importance of executing effective marketing frameworks and staying consumer-focused to ensure sustainable growth.

00:00 Introduction

01:01 Welcome Back: Part 2 with Konstantinos Delialis

01:14 The Impact of GLP-1 and Plant-Based Innovation

03:30 Challenges in Marketing Plant-Based Products

08:19 Innovation Strategies in FMCG

14:13 Digital Transformation and E-commerce

20:27 Navigating Challenging Market Conditions

30:53 Closing Thoughts and Future Directions

32:16 Final Words and Call to Action

Why can only a few companies balance the need for a global brand with local relevance?

In this episode, our esteemed guest is Kostantinos Delilalis, a seasoned general manager with extensive experience with international companies such as Coca-Cola, Danone, and Kraft Heinz. We discuss the differences between global and local brands, emphasising the importance of balancing global scale and local relevance. He shares insights from his career, including the need for continuous improvement, strategic alignment, and the impact of consumer trends like cost-of-living crises and post-COVID behavioural changes. The conversation covers key lessons from navigating complex markets and the evolving consumer needs across various geographies.

00:00 Introduction

01:06 Meet Konstantinos: A Journey in FMCG

04:47 Global vs Local Brands: Key Lessons

18:59 Consumer Evolution and Market Trends

23:55 The Impact of GLP-1 and Future Innovations

28:28 Conclusion

Poland is the poster child of EU-driven integration. And all FMCG companies want a piece of that growth. What are the risks? And the opportunities?

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 Introduction

01:04 Meet Dominic Wilk

03:05 Overview of the Polish Retail Market

04:53 Challenges and Competitiveness in the Polish Market

12:16 The Rise of Convenience Stores

16:15 Premiumization and Market Evolution

23:04 The Role of Discounters in Shaping the Market

28:39 Wholesale Players: Selgros and Makro

32:34 Entering the Polish Market: Strategies for Success

35:33 Conclusion

Bluerrification in electronics is nothing new, but wearables are now developing as both functional products with services and luxury accessories.

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

Beyond the wave of premiumisation of mixers, the category is reinventing itself from an alcohol companion to a stand-alone beverage in the era of NOLO cocktails

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 Curiger

03:09 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

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

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

Cross Over Episode! How are market dynamics changing in the Beverage Industry?

Why is beverage striping a fundamental insight, and why should all beverage companies master it?

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

Thank you to everyone who tuned into my live video! Join me for my next live video in the app.

Cross Over Episode! Shrinking for Growth is happening across a number of FMCG verticals. And Beverages and Spirits are not immune. Here we explain what it means.

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

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

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 Grajewski

02:44 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

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

In this interview, Filiberto speaks with Brian, a long-time friend and fellow IESE alumnus. Brian shares his diverse, entrepreneurial background, from his early days growing up on a farm to becoming a DJ, venturing into landscape architecture, and eventually starting multiple businesses. He discusses his notable endeavour, Death's Door Spirits, which began as an effort to revive farming on Washington Island, Wisconsin, and evolved into a widely respected craft spirits brand sold nationwide and internationally. Brian also recounts the challenges of scaling the business, including the regulatory complexities and intense competition of the alcohol industry. After selling Death's Door in 2019, Brian shifted focus to mentoring and education, teaching high school business and entrepreneurship classes, and launching Ollie and Oona—a fantasy book series designed to teach kids about business principles. The discussion highlights Brian's philosophy of learning through hard work, creative problem-solving, strategic focus, and building meaningful connections.

00:00 Introduction and Welcoming Brian

01:38 Brian's Early Life and Entrepreneurial Journey

02:56 Landscape Architecture and MBA Experience

05:18 Transition to Entrepreneurship and Distilled Spirits

06:00 Post-Death Door Ventures and COVID-19 Innovations

09:37 Educational Ventures and Writing for Kids

21:04 Future Plans and Strategic Insights

27:05 The Birth of Death's Door Vodka

27:51 Learning the Craft of Distilling

30:21 Expanding the Product Line: Gin

30:50 Scaling Up and Distribution Challenges

31:43 International Expansion

33:55 Building the Distillery

36:01 Reflecting on the Journey

43:48 Advice for Aspiring Entrepreneurs

53:11 Conclusion and Final Thoughts

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 Introduction

01:01 Meet Today's Guest: Alberto Duran

01:42 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

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 Introduction

01:56 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

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

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

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 Introduction

01:28 Guest Introduction

02:56 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

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 Foresight

47:20 Closing Thoughts

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

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 Introduction

01:42 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

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 Dandia

03:07 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

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

How are emerging technologies changing the retail dynamics? Is it only operational or does it have a commercial effect too?

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 emphasises 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 such as AI and the metaverse, and the need to adopt omnichannel strategies to meet evolving consumer expectations. Elisabetta also highlights the significance of personalisation, 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