MAFFEO DRINKS 032 | Global Brands are built by Bus Drivers: how managers should look after brands for the next generation | Part 1/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
Nov 1, 2023
In this discussion, Julian Marsili, a Global Drinks Brand Director, shares insights from his extensive experience in the drinks industry. He emphasizes the importance of brand saliency and maintaining product integrity while adapting to modern trends. Julian highlights the need for brands to understand consumer motivations behind drinking occasions and how to balance storytelling with a solid product. He also advises against rapid diversification to preserve core brand identity, ensuring relevance in changing markets.
Chapters
Transcript
Episode notes
1 2 3 4 5 6
Intro
00:00 • 2min
Revitalizing Brand Saliency
01:42 • 15min
Balancing Story and Substance in Branding
17:09 • 7min
Navigating Demand Spaces: The Key to Brand Relevance
24:34 • 2min
Navigating Brand Expansion: The Importance of Core Identity
26:31 • 2min
Understanding Brand Salience and the Marketing-Sales Connection
28:30 • 3min