033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
MAFFEO DRINKS
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Building Brands from the Bottom Up in Various Trade Settings
Exploring the process of brand building in different trade locations such as New York, Miami, Rome, and Prague, focusing on retail approaches in bottle shops, big chains, and specialized stores. Emphasizing the importance of effective brand building in current locations before expanding rapidly to avoid excessive distribution costs. Discussing challenges in rejuvenating mainstream brands, connecting trade worlds, and maintaining brand relevance through engagement with consumers and local market preferences.
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