MAFFEO DRINKS 072 | Chris Maffeo | Consistency in Implementing a Clear Bottom-up Strategy | MAFFEO DRINKS
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Sep 8, 2024 Chris Maffeo is a seasoned professional who transitioned from sales in Rome to founding his own beverage company after working with major European firms. He discusses the crucial principles of building successful brands from the ground up. Chris emphasizes the importance of having a clear and consistent strategy while executing it across various markets. He shares insights on balancing strategy and execution, the value of small experiments, and how to seize unexpected opportunities in the competitive beverage industry.
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Career Journey
- Chris Maffeo's career started in Rome selling internet ads, then transitioned to branding and logistics roles across Europe.
- He worked with major beverage companies before founding Maffeo Drinks, focusing on bottom-up brand building.
Good Strategy Definition
- A good strategy involves knowing what you want and don't want to do, simply translating across all levels of a business.
- It should be clear enough for everyone, from marketing to sales, to understand and execute the brand's identity.
Peroni's Strategy
- Peroni's strategy of selling 'Italian style in a bottle' was successful because it wasn't competing directly with other beers.
- This approach, similar to Campari or Aperol Spritz, leverages lifestyle associations rather than product comparisons.