Growth, Brands and More – Details, episodes & analysis

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 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