That's What I Call Marketing – Details, episodes & analysis

Greta Hammel is CMO of Promise Gluten Free Bread & Gallaghers Bakehouse. Greta is a seasoned marketing expert with incredible experience in global brands like Cadbury and Philadelphia. Greta shares her invaluable insights gained from years of experience in both large multinational corporations and smaller, scaling organisations. The discussion delves deep into her journey from working in major global markets to her current role in leading the innovative gluten-free brand, Promise Gluten-Free. We talk about being at Cadbury during the iconic Gorilla ad campaign and the impact that had on the brand, a massive turnaround in fortunes. We chat through Greta's hands-on experience in navigating cultural and market-specific challenges across Europe to address specific market business challenges with a consistent brand strategy that allowed space for nuanced executions.

Leveraging her experience Greta transitioned into a smaller, but rapidly growing, brand in Ireland. Greta discusses how she applied her extensive skills to rebrand and reposition Promise Gluten-Free and Gallagher's Bakehouse, emphasising a consumer-centric approach backed by in-depth research. She discusses the challenges and rewards of this transition, particularly focusing on the importance of understanding local markets and making precise, impactful marketing decisions with limited resources.

Conor and Greta explore the impressive growth and success of Promise Gluten-Free, highlighting its expansion into international markets like Canada, where it now holds the number one position in the gluten-free bread category. Greta's strategic leadership and consumer insight-driven marketing campaigns have been pivotal in this growth.

This episode is insightful for marketers working in growing and scaling brands, offering practical advice on balancing big-brand principles with the agility required in smaller organisations. Greta's experience underscores the importance of a solid product foundation, meticulous market research, and tailored marketing strategies to drive brand success both locally and globally. Don't miss Greta's compelling story and the wealth of knowledge she brings to the table. Whether you're a C-suite executive or an aspiring marketer, this episode offers valuable lessons on brand growth, consumer engagement, and global marketing strategy.

01:24 Greta Hammel's Career Journey

06:08 Insights from Cadbury's Gorilla Ad

18:46 Navigating Brand Strategy Across Markets

24:08 Transition to Promise Gluten-Free

29:29 Relaunching Gallagher's Bakehouse

30:30 The Gluten-Free Revolution: Addressing Consumer Needs

32:18 Innovative Product Development and Packaging

33:18 Market Transformation and Growth

35:04 Maintaining Premium Brands: Promise and Gallagher's

36:25 Sourdough Success

38:13 Creative Marketing Strategies

43:37 Expanding into North America

49:27 Award-Winning Marketing and Team Dynamics

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In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management.

This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management.

The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success.

This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success.

00:00 What do these guests know about Total Brand Value?

20:23 The Growth Potential of Small Brands

21:34 The Importance of Brand Management

22:06 Leveraging Small Budgets Effectively

22:53 Integrating Marketing Across the Organization

23:26 Tools for Brand Positioning and Growth

25:51 The Role of Training in Marketing Success

27:25 Case Studies: Real-World Marketing Plans

33:04 The Commercial Mindset in Marketing

37:33 Effective Growth Strategies

40:25 MII Course Information

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

Thanks to today's show sponsor  CPL Marketing Recruitment

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Kevin Kent heads up Marketing and Consumer Sales at Laya Healthcare, one of Ireland’s three (current) healthcare providers, which recently won the prestigious 'Marketing Team of the Year' award. Kevin provides a the background to Laya Healthcare, from ts beginnings as Bupa, its evolution into Quinn Healthcare, and ultimately, its establishment as Laya Healthcare in 2012. Kevin shares insights into the highly competitive Irish health insurance market and discusses the strong customer focus that is at the core of the Laya culture. We discuss the importance of internal education and creating an inclusive team culture where every member's contribution is valued and how that has helped the marketing team achieve the team of the year accolade. Kevin outlines the milestone achievements and strategic shifts that have contributed to Laya’s success, including a critical focus on long-term marketing strategies, building distinctive brand assets, and ensuring consistent brand messaging. He reflects on the importance of maintaining organisational and marketing discipline, even as they stay open to innovations and new market entrants. We discuss where to next, how you keep a winning team engaged and motivated and retain the top talent that you have created. Kevin’s passion for marketing and commitment to fostering a positive team environment shine through, making this a compelling listen for anyone interested in marketing strategy and award winning team management.

00:19 Background & evolution of Laya Healthcare

05:22 Living by Values at Laya

08:10 Marketing Strategy and Team Development

16:41 Building a World-Class Marketing Team

23:35 Reflecting on Past Work and Learning from Others

24:11 Team Values and Behaviours

26:16 Focusing on Growth and Simplifying Efforts

27:41 Challenges in the Insurance Category

29:23 Consistency and Evolution in Marketing

31:49 Celebrating Success and Looking Forward

34:53 Continuous Learning and Development

39:46 Adapting to Change and Staying Grounded

42:48 Passion for Marketing and Team Development

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This week, Conor is joined by Damian Devaney to talk about finding the right people and creating the right environments with the collective skills to succeed and how this can lead to marketing being a transformative function for a business. Damian is Regional President with TBVGlobal and Founder of DSquared. Damien has previously worked with multiple global brands including Bailey's, Guinness, Coca Cola, O2 and Smurfit Kappa.

Contact us on thatswhaticallmarketing@gmail.com or follow us on twitter @thats_marketing

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Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.