Chris Maffeo, an expert in brand building with a unique approach that combines marketing and sales, shares his insights on the Maffeo Drinks Podcast. Having journeyed from branding agencies to multinational companies and eventually founding his consultancy, Maffeo brings a wealth of global experience to the table. This episode delves into the nuances of alcohol branding, debunking the traditional focus on target consumers and instead, highlighting the significance of occasions and the consumer's mood and preferences.

👉 Tune in to discover:

➡️ The importance of targeting occasions over consumers in alcohol marketing.

➡️ How to effectively build a brand bottom-up, ensuring marketing and sales work together towards business growth.

➡️ The challenges and strategies in branding alcoholic beverages compared to other categories, emphasizing the unique consumer behavior in the alcohol market.

➡️ Maffeo’s perspective on consumer segmentation and the myth of the "typical drinker," showcasing the versatility of consumers' choices based on occasion, mood, and company.

➡️ Innovative approaches to overcoming restrictions in alcohol advertising and leveraging packaging and in-store experiences to tell a compelling brand story.

Join Chris Maffeo as he delves into the dynamic world of alcohol branding, offering lessons on how to craft a brand that resonates across diverse occasions and preferences!

IN THIS EPISODE

00:00 | Who is Chris Maffeo and What is Maffeo Drinks:

Maffeo’s transition from working in multinational corporations to founding his own brand-building consultancy.

01:21 | What Makes Alcohol Branding Unique:

In what ways does branding for alcohol differ from other categories like cosmetics?

03:57 | Why Focus on Occasions Over Target Consumers:

Why does Chris advocate for targeting occasions instead of specific consumer demographics in alcohol marketing?

10:04 | The ‘Target Consumer’ Misconception in Alcohol Marketing:

Chris debunks the myth of the "typical drinker" to discuss the versatility of consumer choices.

15:16 | How to Build a Brand Bottom-Up in the Alcohol Industry:

What strategies does Chris suggest for blending marketing and sales to foster business growth, especially in the alcohol sector?

19:52 | Overcoming Challenges in Alcohol Advertising:

How can alcohol brands navigate the restrictions on advertising to effectively communicate their brand story?

25:30 | The Role of Packaging and In-Store Experience in Branding:

How important is packaging and the in-store experience in the alcohol industry for storytelling and brand building?

33:55 | Can Alcohol Brands Appeal Across Generations:

Is it possible for alcohol brands to create a cross-generational appeal without being perceived as too old-fashioned or too modern?

44:44 | Final Words: How to build your own brand?

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Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Mixing spirits and strategies: Chris Maffeo's brew for branding | Chris Maffeo @Maffeo Drinks (S3, #E1)

Byron Sharp, a Professor of Marketing Science and director of the Ehrenberg Bass Institute, is a leading authority in the field of marketing. His book "How Brands Grow: What Marketers Don’t Know" is the modern Bible of marketing and tackles fundamental concepts that marketers often mess up. This episode is a crash course in marketing principles that are relevant to today's business growth. Listen on!

👉 Listen to the podcast to learn about:-

➡️ Why are light buyers important?

➡️ Price promotions don’t get you new consumers

➡️ Loyalty programs have weak effect on loyalty

➡️ Why advertising need not be persuasive

Click here to read the text version of the episode. [https://docs.google.com/document/d/10FtXD0lr4BZxkB1rJa9Le1_8xgPgjbopyssP-N07rHY/edit?usp=drive_link19RXZVVmmkGHefA7uoEMGIplfuJ1h4BzJXvAWCI90kWQ/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

How brands grow | Byron Sharp [S02, #24]

We're talking challenger thinking, the secret sauce to creating a whole new playbook. Masters’ Union, with its bold approach to education, is breaking category codes. Pratham Mittal reveals how they’re using challenger marketing tactics to solve pain points in ways traditional schooling could never imagine!

👉 Listen to the podcast to learn about:-

➡️ Why is challenger thinking difficult?

➡️ Product-led marketing : strategy for building challenger brands

➡️ Attacking the market leader

📄 [https://docs.google.com/document/d/1upL7jDoa2CuZIhG-fDVRUvU81XnEYUZgjuuMuSAYbq0/edit?usp=sharing] Click here to read the text version of the episode. [https://docs.google.com/document/d/19RXZVVmmkGHefA7uoEMGIplfuJ1h4BzJXvAWCI90kWQ/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

Challenger thinking: the art of breaking category codes | Pratham Mittal @ Masters’ Union [S02, #23]

Challenger thinking: the art of breaking category codes | Pratham Mittal @ Masters' Union [S02, #23]

Don’t be a salesperson- provide genuine value to your community members. Brands that want to have thriving communities must look beyond offering their product or service. Neela Kaushik shares some genius ways brands can make money without annoying their community.

👉 Listen to the podcast to learn about:-

➡️ How is a community different from buyers

➡️ How can brands add value to the community

➡️ Benefits of community-brand partnerships

📄 Click here to read the text version of the episode. [https://docs.google.com/document/d/1AQuMh8hTIhmQf-rqrbDUlqNiPAJ6fhXFYjIjY0DhdWI/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

How to monetize communities without ‘selling’ | Neela Kaushik @ GurgaonMoms  [S02, #22]

How to monetize communities without 'selling' | Neela Kaushik @ GurgaonMoms  [S02, #22]

Rebranding is one of the hottest topics in marketing and yet terribly misunderstood! What is rebranding? How does it benefit my brand? And what would happen if I didn't rebrand?

Vani explores all these and more with brand evangelist, Lulu Raghavan. She shares insightful pointers on the dos and don'ts, the highs and lows, and the triumphs and tragedies of brands that dared to reinvent themselves.

👉 Listen to the podcast to learn about:-

➡️ Why do companies rebrand?

➡️ Why rebranding is difficult?

➡️ Mistakes to avoid while rebranding

➡️ Metrics to measure the impact of rebranding

📄 Click here to read the text version of the episode [https://docs.google.com/document/d/1iphwvwMRSQRAoZat-j1A2cyaGdmoQDb3Xclt_TU5KNA/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

The rebranding manifesto | Lulu Raghavan @ Landor & Fitch [S02, #21]

Marketing is often considered a nice to have, not a must have. “Let’s get business first”, is what one has often heard. However, MARKETING WHEN DONE RIGHT, GETS BUSINESS. In this show marketing stalwarts talk about how marketing works in the real world. In this show you will learn how marketing will help you to - win business - acquire new consumers - grow the brand - build defensibility - command higher pricing power. Vani Dandia is an award winning marketeer who has spent over two decades in advertising and marketing with Unilever, PepsiCo, Reckitt Benckiser, Henkel, BBDO and Leo Burnett. Her claim to fame includes turning around Kurkure and successfully launching brands like Quaker, Veet, Sunsilk Colour, Fa in India and Asia.