{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"Advocacy Dies The Moment You Count Cases | with Filiberto Amati | Bottom-Up Cut #010","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/26107166\"></iframe>","width":"100%","height":180,"duration":888,"description":"\"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.\n\n0:15 How do you translate a founder's passion down through the whole sales chain?\n1:09 Why will an agent never be the one who tells your brand's story?\n2:48 Why is the founder always the brand's first ambassador?\n4:46 Why should a brand ambassador never be measured on how many bottles they sell?\n6:04 Why does a category like Aperol still need advocacy after a hundred years?\n7:28 What happens when you pitch a bar before anyone there has heard of you?\n9:05 How did co-creating with one well-known bartender turn into real demand?\n11:31 Why is early demand really one-to-one marketing before it scales?\n14:30 Why does building real advocacy take as long as raising a person?\nFind all episodes featuring Filiberto Amati at themaffeodrinkspodcast.com.\n\nBottom up.","thumbnail_url":"https://img.transistorcdn.com/EEVeqPnCSO50vcTEwCGi8EsKVAfckKW1Ma9V9k_f5cM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mNjQy/ZWFiZWJiOTRmMTBm/YmUxYWFmNTA2MjI4/M2ViNC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}