{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Marketing with Vani","title":"Mixing spirits and strategies: Chris Maffeo's brew for branding | Chris Maffeo @Maffeo Drinks (S3, #E1)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/fd71662b\"></iframe>","width":"100%","height":180,"duration":2926,"description":"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.\n\n👉 Tune in to discover:\n\n➡️ The importance of targeting occasions over consumers in alcohol marketing.\n\n➡️ How to effectively build a brand bottom-up, ensuring marketing and sales work together towards business growth.\n\n➡️ The challenges and strategies in branding alcoholic beverages compared to other categories, emphasizing the unique consumer behavior in the alcohol market.\n\n➡️ 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.\n\n➡️ Innovative approaches to overcoming restrictions in alcohol advertising and leveraging packaging and in-store experiences to tell a compelling brand story.\n\nJoin 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!\n\nIN THIS EPISODE\n\n00:00 | Who is Chris Maffeo and What is Maffeo Drinks:\n\nMaffeo's transition from working in multinational corporations to founding his own brand-building consultancy.\n\n01:21 | What Makes Alcohol Branding Unique:\n\nIn what ways does branding for alcohol differ from other categories like cosmetics?\n\n03:57 | Why Focus on Occasions Over Target Consumers:\n\nWhy does Chris advocate for targeting occasions instead of specific consumer demographics in alcohol marketing?\n\n10:04 | The 'Target Consumer' Misconception in Alcohol Marketing:\n\nChris debunks the myth of the...","thumbnail_url":"https://img.transistorcdn.com/yG6djJPS_VKJAJUpw_TBIsnn0afbs0vMDYSupnSONsI/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzUxNjY5LzE3MTE5/NDQ0MzItYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}