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)

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. If what we discuss in this episode makes you think about your own commercial situation, I can look at it with you directly with our Commercial X-Ray. Find out more at maffeodrinks.com

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary  

In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.

This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.

Time Stamps

(00:35); The Bottom-up Trade

(02:45); Target Spaces

(07:23); Recovering Brand Essence

(12:24); Marketeer Disconnection From Trade

(19:57); 1% Everyday

(25:30); Distinctiveness Vs Differentiation

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. If what we discuss in this episode makes you think about your own commercial situation, I can look at it with you directly with our Commercial X-Ray. Find out more at maffeodrinks.com

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary