Alan Hart, marketer and advisor to the world's best marketers and companies, leads intimate conversations with the world's most dynamic chief marketing officers (CMOs) and business leaders. Alan goes further than other marketing podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal what makes a great brand, marketing campaign, or turnaround. Learn from the personal experience and rich stories of these marketing and business leaders so you can unleash your full potential. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
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episode 321: 321: Brand Building and Revitalization with Ferrero’s Mark Wakefield
Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes.
Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher.
In this episode, you'll learn:
- Steps to revitalizing a nostalgic brand
- How Ferrero is capitalizing on the “premiumization” trend
- The importance of understanding customers’ social and psychological motivations
Key Highlights
- [04:00] Mark's career journey
- [10:09] All about Ferrero
- [12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth
- [19:07] Capitalizing on the “premiumization” trend
- [24:48] Advice on finding a pathway to new growth
- [31:17] An experience that defines Mark
- [32:28] Mark's advice for his younger self
- [32:52] What marketers should be learning more about
- [35:03] Brands Mark is fascinated by
- [37:15] The biggest opportunity and threat for marketers today
Resources Mentioned:
- Mark Wakefield
- Ferrero
- Ferrero Rocher
- Nutella
- [Ferrero buys Nestlé brands](https://www.confectionerynews.com/Article/2018/05/31/Ferrero-to-merge-Ferrara-and-Nestle-US-candy-overhauling-Butterfinger#:~:text=The acquisition of Nestlé US,%2C BottleCaps%2C Spree and Runts.)
- Baby Ruth
- Kinder Joy
- TicTac
- Research on Purchase Decisions and Interview of Attest Founder and CEO
- The Long & Short of It: Balancing Short and Long-term Marketing Strategies
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.