Podcast: Branding over Wine

Latest episode

Why Don’t Brands Grow According to Plan? – Research Insights

Available Now

World-renowned research professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, category entry points, and more:

  • Why physical availability is more than just distribution;
  • Light buyers, non-buyers, and penetration;
  • Category entry points and the 7Ws;
  • How to grow new brands;
  • The truth about consistency.
FREE
49 minutes
Why Don’t Brands Grow According to Plan? – Research Insights

Branding over Wine is hosted by Martin Schiere – a seasoned, hands-on manager and commercial leader with over 15 years of experience in accelerating or restoring growth to organizations. Martin combines cutting-edge strategies and marketing insights with practical implementation. His expertise definitely makes this podcast stand out.

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Why Don’t Brands Grow According to Plan? – Research Insights

Prof. Jenni Romaniuk

World-renowned research professor Jenni Romaniuk of Ehrenberg-Bass underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, and category entry points.

Episode 10 | 49 min

Why Are Scandinavian Brands so Successful?

Digge Zetterberg

Digge Zetterberg, Frontify’s head of communications, talks about what makes Scandinavian brands so successful – from the relationship between brands and societal values to democratizing products, and everything in between.

Episode 9 | 36 min

What Is Foresight and What Is Its Function for the Brand?

Joanna Lepore

Mars Wrigley’s Joanna Lepore peeks into the future through foresight – a careful combination of creativity and science, that mixes strategy, marketing, and insights – to imagine relevant and objective outlooks for her organization.

Episode 8 | 39 min

Why Brands Need Long-Term Commitment to Building Credibility

David Aaker

The famous David Aaker reflects on disruptive innovation and the imperative of building brand credibility. From the evolved equity model to brand stories – an insightful guide for modern brand building.

Episode 7 | 31 min

How to Data-Drive Your Way to Customers’ Hearts

Neil Hoyne

Google’s chief measurement strategist, Neil Hoyne, brings clarity to how data and marketing come together; what and how to measure; moving beyond a single transaction; embracing human nature; and more. Concrete examples and spot-on metaphors outline a solid course of action for marketers everywhere.

Episode 6 | 36 min

How to Increase Market Share – The Case of Decommoditizing the Potato

Ingeborg Blaauw

Ingeborg Blaauw, Aviko’s intl. marketing manager, explains how the brand surpassed $1Billion by adding more value to the most generic of products – the potato. A case study on over a decade of outstanding marketing work.

Episode 5 | 48 min

Can Brands Grow Through Loyalty? What Does the Research Say?

Prof. Rachel Kennedy, Ehrenberg-Bass Institute

Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world’s largest center for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws.

Episode 4 | 44 min

What Is the Role of Marketing and Branding Within Organizations?

Theo van Uffelen, 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.

Episode 3 | 42 min

What Are the Value Drivers of Digital Business Models?

Dr. Erich Joachimsthaler, Vivaldi

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.

Episode 2 | 57 min

Why Are Distinctive Brand Assets More Important in Mature Markets?

Prof. dr. Koen Pauwels, Northeastern University

Prof. dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, talks about how mature and emerging markets imply different levels of importance for a brand’s assets; what and when to measure; and much more – all through the lens of his impressive studies and work experience.

Episode 1 | 51 min
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