In this episode of A Glass of Marketing, Giovanni Pupo sits down with Alessandro Manfredi, Former CMO of Dove, for a deep dive into how to build a global brand that prioritizes both profit and purpose. Alessandro shares his journey at Unilever, reflecting on Dove’s mission to create emotional connections with consumers and promote self-esteem through purpose-driven campaigns.

Key topics discussed:

The power of emotional branding in fostering lasting connections
Creativity as a cornerstone of Dove’s most successful campaigns
The importance of inspiring consumers over just selling products
Balancing business goals with social impact initiatives
Navigating corporate structures and retaining top talent
The role of awards in driving business and social objectives
Trust and collaboration with agency partners to protect creative ideas

Takeaways:

- There is no trade-off between profit and purpose.

- Beauty should be a source of happiness, not anxiety.

- Inspiration is more powerful than aspiration in marketing.

- Protecting creative ideas is essential to success.

- Strong relationships with agency partners build trust.

- Working for a purposeful brand attracts and retains top talent.

- Organizational awareness is key to corporate success.

- Emotional connections enhance brand mental availability.

- Starting with a sharp brand positioning is crucial for indie brands.

This episode is packed with valuable insights for aspiring marketers and anyone interested in building brands with a purpose-driven approach.

✨ "There is no trade-off between profit and purpose." ✨ "Beauty should be a source of happiness." ✨ "We want to inspire women to love themselves."

Host: Giovanni Pupo
Instagram: www.instagram.com/giovannipupo
LinkedIn: www.linkedin.com/in/giovannipupo
Book: www.ppcmarketing.it

Animation: Giacomo Calderoni
Instagram: www.instagram.com/boyz_jiek

Music: KIRIKU
Instagram: www.instagram.com/whoskiriku

свернуть