3 episodes

Marketing and branding are among the main business growth drivers, but their priority in the boardroom is often overlooked.
Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every business. If you’re looking to grow your brand or community – locally, internationally, or across cultures – this one’s for you.


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Branding over Wine Brandingmag

    • Business

Marketing and branding are among the main business growth drivers, but their priority in the boardroom is often overlooked.
Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every business. If you’re looking to grow your brand or community – locally, internationally, or across cultures – this one’s for you.


See acast.com/privacy for privacy and opt-out information.

    What Is the Role of Marketing and Branding Within Organizations?

    What Is the Role of Marketing and Branding Within Organizations?

    “My definition of marketing is just ‘a way of running a business with putting the consumer and the consumer’s needs first’.” – Theo van Uffelen, European Marketing Manager @ Yakult
    Theo van Uffelen, seasoned marketer (Unilever, Coca-Cola) and European marketing manager at Yakult, talks about purpose; the role of marketing and branding in organizational cultures; how marketing and marketers have changed over the years; and how to build a high-performance (marketing) culture. Listen to get valuable insights on:
    His experience at Yakult;The transformation of marketing;The two schools of marketing;and more

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    • 42 min
    What Are the Value Drivers of Digital Business Models?

    What Are the Value Drivers of Digital Business Models?

    Dr. Erich Joachimsthaler, founder and CEO of Vivaldi and award-winning author, explains why the creation of value has shifted towards the consumer side and how digital business models can help brands transition to an interactional relationship with consumers, all with eye-opening examples:

    Platform ecosystems model – Peloton;Interaction field model – John Deere;The case of ANT Group;and more

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    • 57 min
    Why Are Distinctive Brand Assets More Important in Mature Markets?

    Why Are Distinctive Brand Assets More Important in Mature Markets?

    “We found that differentiation matters, and it matters more if you’re a relatively smaller brand or if you’re in an emerging market.” Prof. dr. Koen Pauwels also explains that brand equity is really how consumers on the market react differently to your product because it has the brand. 
    Martin Schiere, Principal and Consumer Goods Strategy Lead at Glocalities (our podcast host) and his guest, Distinguished Prof. of Marketing at Northeastern University, talk about how mature and emerging markets imply different levels of importance for brand assets; what and when to measure; what makes the ultimate difference in the marketing funnel in the different markets; and more, through the lens of his impressive studies and work experience.
    • Nissan and Toyota test;
    • Brasil and UK study;
    • Nike, Patagonia, and Starbucks;
    • and more


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    • 51 min

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