On Brand with ALF & Rory Sutherland

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On Brand with ALF & Rory Sutherland

ALF Insight’s monthly podcast is back! In Series 3 host Rory Sutherland chats with leaders and marketers at big name and challenger brands about their successes, challenges and opportunities for growth.   If you want to do business with the UK’s leading brands, request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

  1. Exploring Nutritional Science with ZOE: Insights from Jonathan Wolf & Sharlene Lopez

    JAN 15

    Exploring Nutritional Science with ZOE: Insights from Jonathan Wolf & Sharlene Lopez

    Join Rory Sutherland in this episode of 'On Brand' with special guests Jonathan Wolf, CEO of ZOE, and Sharlene Lopez, founder of Medifesto. They delve into the world of nutritional science, the significance of the microbiome, and the innovative personalised nutrition programme by ZOE. Discover how ZOE's research is transforming health through food and learn about the evolving role of branding and marketing in the health technology sector. With discussions on behavioural change, the impact of ultra-processed foods and the future of health tech, this episode is packed with insights for anyone interested in health and nutrition. All views expressed are those of the participants, listeners should consult a medical expert before following any of these views or recommendations.   00:00 Welcome and Guest Introductions 01:29 Jonathan Wolf's Journey to Founding Zoe 04:36 The Science Behind ZOE's Nutrition Programme 07:01 Impact of Diet on Health and Mood 22:47 Challenges and Successes in Health Tech Branding 29:47 The Role of Marketing in Health Technology  34:20 The High Stakes of Scientific Validation 34:43 Disconnect Between Scientific Proof and Market Impact 36:40 Brand Influence in Health Decisions 37:43 The Role of Advertising and Brand Partnerships 41:26 Challenges in Sustaining Behaviour Change 44:58 Technological Advances in Health Monitoring 47:08 The Importance of Messaging in Health Campaigns 49:21 Rethinking Food and Health Guidelines 01:02:58 The Future of Food Labelling and Consumer Information 01:09:32 Conclusion and Final Thoughts If you want to do business with the UK’s leading brands Request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

    1h 12m

  2. 2024-12-11

    We're all going on a TUI Holiday - Global Brand Director Toby Horry talks to Rory

    Exploring Travel and Advertising with TUI's Toby Horry and Rory Sutherland. In this episode of On Brand with ALF and Rory Sutherland we hear from Toby Horry, Global Brand and Content Director at TUI. Discover Toby's career journey from a production manager at an indie film company to his current role at TUI. Learn about TUI's dynamic history, the impact of COVID-19 on the travel industry, and the evolving trends in holiday booking. The discussion also explores the influence of digital transformation, the role of subscription and dynamic pricing models, the increasing importance of experiential travel for Gen Z, and the creativity in advertising. Join us for an insightful conversation packed with anecdotes and valuable industry insights. If you want to do business with the UK’s leading brands Request an ALF Insight demo. Chapters:- 00:00 Welcome and Introduction 00:19 Guest Introduction: Toby Horry 01:31 Early Career and Family Influence 02:42 Advertising Anecdotes and Insights 08:46 Dynamic Pricing in Travel 17:36 COVID-19 Impact on Travel Industry 19:11 Repatriation Efforts During COVID-19 21:13 The Future of Package Holidays 23:31 Changing Trends in Travel and Leisure 29:08 Vacation Policies and Economic Impact 30:58 Economic Rationality in Travel 31:28 Flexible Working and Consumer Behaviour 32:09 The Case for Flexible Work 34:52 The Impact of Technology on Work and Travel 39:48 Marketing Strategies in the Travel Industry 48:08 The Role of Video and Social Media in Travel 49:46 AI and Its Implications in Travel 51:17 Consumer Trends and Travel Recommendations 56:05 Conclusion and Final Thoughts Hosted on Acast. See acast.com/privacy for more information.

    57 min

  3. 2024-10-09

    Soup-er Successful Marketing with Ruth Snowdon-Gough from Hain Celestial

    In this episode, Rory interviews Ruth Snowdon-Gough, CMO of Hain Celestial, a company known for its ‘dawn to dusk’ portfolio of brands including Sun Pat, Covent Garden Soup, Linda McCartney Foods and Ella's Kitchen.    The discussion covers Hain's multi-year strategy for global growth, the meat-reduction trends influencing food consumption, and the evolution of vegetarian food toward flavour-rich offerings without taste compromise. They explore insights into educating children on cooking, whether soup deserves a bigger share of the portable meals market and the success story of Ella’s Kitchen.   In ‘Top Two Challenges’, Ruth talks about balancing product sales with ethical goals and how the company manages the reputation of the McCartney family name when it comes to product development for the Linda McCartney range.   If you want to do business with the UK’s leading brands Request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

    43 min
  4. Samsung's Benjamin Braun on the Olympic sponsorship and minimax marketing

    2024-09-11

    Samsung's Benjamin Braun on the Olympic sponsorship and minimax marketing

    In this episode of 'On Brand with ALF and Rory Sutherland,' host Rory Sutherland, Vice-Chairman of Ogilvy UK, sits down with Benjamin Braun, the Chief Marketing Officer at Samsung Europe. The discussion covers a range of topics including Samsung's creative use of their Olympic sponsorship, marketing tactics and digital transformation. Braun highlights the success of gifting special edition gold phones to Olympians, which led to a 23% increase in demand for Flip 6 phones. They also explore Samsung's innovative products like foldable phones, AI-enabled ovens and eco-friendly initiatives like solar-powered TV remotes. The conversation delves into the importance of user-centric design and dual-purpose products, and how Samsung balances premium offerings with affordable technology to democratize access. Rory and Benjamin further discuss the future of AI, the impact of aesthetics in consumer choice and effective marketing strategies that blend minimax (minimal resources for maximum output) and maxmax (heroic marketing efforts). If you want to do business with the UK’s leading brands Request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

    1h 5m
  5. Jordan Brompton, co-founder of myenergi isn't just zappi!

    2024-08-07

    Jordan Brompton, co-founder of myenergi isn't just zappi!

    Rory says Jordan Brompton is the best advert for not going to university. He reckons she's had a free MBA! Jordan started working life on a market stall and has worked in restaurants and bars but when she had a chat with plumber turned electrician, Lee Sutton, they decided to go for it and set up myenergi. Lee is the technical side of the business but it's quite clear that Jordan is the marketing and sales powerhouse although, as she points out to Rory, she has been known to get to work with the soldering iron.   Innovation and sustainability are the cornerstones of their business and manufacturing their products in the UK is a USP for them. myenergi manufactures a range of eco devices which manage energy sources. The zappi fast charges your EV, the eddi helps you maximise self-generated solar and/or wind power, the libbi stores your solar energy and cleverly manages your use of the grid, and the harvi enables you to install zappi and eddi wirelessly. As you'll hear, Jordan is knowledgeable and innovative. The business is expanding worldwide with business across Europe and now in Australia. There are challenges however. Britain has 1.3 million homes with solar power, but Germany is way ahead at 4 million homes. Jordan feels the EV market has softened recently but she expects it to bounce back.   In our Top Two Challenges feature Jordan says that "boots on the ground" explaining and selling the products is what is needed for both myenergi and the industry as a whole.   If you want to do business with the UK’s leading brands Request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

    1h 2m
  6. Going for Gold with NatWest CMO Margaret Jobling

    2024-07-24

    Going for Gold with NatWest CMO Margaret Jobling

    In this episode of 'On Brand', Rory Sutherland welcomes Margaret Jobling, Chief Marketing Officer at NatWest. They discuss the challenges and successes in marketing across various sectors, with a focus on NatWest's transformation in its marketing approach. Margaret delves into the importance of understanding customer needs, leveraging data effectively, and experimenting to build knowledge. The conversation also covers the impact of fintech, the role of technology in banking, and NatWest's strategy around social purpose and sponsorships, particularly the partnership with Team GB for the Paris 2024 Olympics.    Additionally, they touch on flexible work, its benefits for employees, and how NatWest is investing in young people's financial education through the NatWest Thrive programme.   If you want to do business with the UK’s leading brands Request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

    50 min
  7. AO - let's go - with John Roberts founder of Appliances Online

    2024-06-12

    AO - let's go - with John Roberts founder of Appliances Online

    John Roberts started Appliances Online for a £1 bet in the pub on Christmas Eve 1999 with his mate. Today it's known as AO.com and it's a huge success in the provision of white goods and now tv and entertainment, smart tech, computing and more. John tells Rory how the company has focused on superb customer service to differentiate itself from its competitors and he outlines the thinking behind their sponsorships and marketing. Interestingly, having started by mailing brochures and then moving totally online, they are beginning to mail mini-brochures again. AO is now a totally vertically integrated business and John envisages a time, not far away, when they will be able to recycle every element of a piece of white goods into something brand new. AO also operate as a white label delivery business for a number of well known brands. This is a phenomenal 21st century success story. If you want to do business with the UK’s leading brands Request an ALF Insight demo. John Roberts supports the national youth charity, OnSide, find out more here... https://www.onsideyouthzones.org Hosted on Acast. See acast.com/privacy for more information.

    1h 13m

  8. 2024-05-08

    Morrisons' Rachel Eyre talks shop with Rory

    Rachel Eyre is Chief Customer and Marketing Officer at Morrisons, a heritage business in the UK, celebrating 125 years in 2024. Rachel explains how the Market Street proposition in Morrisons with its fresh, British sourced produce, appeals to traditional older Morrisons customers, but is now resonating with younger shoppers. Although big trolley shops are still popular, Rachel outlines how smaller, more frequent basket shops are becoming the norm. Rachel and Rory discuss Morrisons' vertically integrated business model, with it's own manufacturing businesses giving it a point of difference to competitors, a story which needs to be told to customers through brand marketing.   Although there have been a lot of changes in loyalty programmes in recent years, Rachel feels that the recent update of the MoreCard scheme with its "Fivers" has enabled Morrisons to avoid some of the pitfalls of loyalty schemes and leapfrog ahead in terms of innovation.   Competition for every pound is intense in this sector and despite the offers and discounts Rachel explains that still the biggest driver of choice is convenience of location.   If you want to do business with the UK’s leading brands Request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

    55 min
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Ratings & Reviews

4
out of 5
3 Ratings

About

ALF Insight’s monthly podcast is back! In Series 3 host Rory Sutherland chats with leaders and marketers at big name and challenger brands about their successes, challenges and opportunities for growth.   If you want to do business with the UK’s leading brands, request an ALF Insight demo. Hosted on Acast. See acast.com/privacy for more information.

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