Advocacy Dies The Moment You Count Cases: Why Agent Incentives Can Break Brand Advocacy | Filiberto Amati | Maffeo's Cut #010

"If you measure an ambassador on how many bottles he's selling, forget about the advocacy, he's going to start pushing cases," says Filiberto Amati, on building agent and advocacy networks in Italy.

0:15 How do you translate a founder's passion down through the whole sales chain?
1:09 Why will an agent never be the one who tells your brand's story?
2:48 Why is the founder always the brand's first ambassador?
4:46 Why should a brand ambassador never be measured on how many bottles they sell?
6:04 Why does a category like Aperol still need advocacy after a hundred years?
7:28 What happens when you pitch a bar before anyone there has heard of you?
9:05 How did co-creating with one well-known bartender turn into real demand?
11:31 Why is early demand really one-to-one marketing before it scales?
14:30 Why does building real advocacy take as long as raising a person?

Find all episodes featuring Filiberto Amati at themaffeodrinkspodcast.com.

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.

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