In this episode, I speak with Giuseppe Cavallo:
"I am a brand strategist and I believe that business should help people to be happier. So I work with corporate and personal brands on a journey to the next level, with powerful strategies and inspiring narratives."
Giuseppe Cavallo is a brand strategist with more than thirty years of global experience.
He is also an adjunct professor at ESADE Business School, where he teaches theoretical-practical classes on brand strategy, personal branding and other disciplines.
He trained professionally in two large multinationals, considered the “school ships” of marketing worldwide. At Colgate Palmolive and at Nissan, where he led the European marketing team that participated in the development of the top-selling Qashqai, successfully creating a new segment in the automobile market.
Since 2012 he has made his knowledge available to brands that are guided by values. He has contributed to radical changes in the strategy of brands that operate in different markets such as organic food, cosmetics, pharmacy, phytopharmacy, confectionery, consulting, third sector, technological platforms, public sector and more.
He also accompanies CEOs and entrepreneurs in the development of their strategic personal brand, so that they can make a greater impact with their projects.
Giuseppe is the director of the brand strategy program at ESADE and is a visiting lecturer at other prestigious University institutions internationally.
He is the author of Habla con el Corazón - Storytelling para líderes y marcas en tiempos de cambio. It is his second book. The first is titled El Marketing de la Felicidad and is a manifesto for a new marketing culture. He is also co-author of Brands with a Conscience and Diseña Tu Futuro.
He is a member of the international think tank on conscious business Medinge Group. He is a keynote speaker and is often interviewed to offer his point of view on matters of brand strategy and storytelling.
In this episode, Filiberto chats with Giuseppe Cavallo, a former corporate communications expert who has become a consultant and professor. The discussion covers Cavallo's professional journey from marketing director roles at Colgate and Nissan to his current brand strategy and personal branding work. They delve into the essence of good brand strategy, emphasizing avoiding direct competition and focusing on customer relationships. Cavallo highlights the importance of creating value for customers by deeply understanding their needs and simple, coherent strategies. He also discusses his book, 'The Marketing of Happiness,' which aims to bring conscientiousness into branding and marketing. The conversation touches on the significance of relationship levels in marketing strategy, using examples like Patagonia's value-based approach and Red Bull's media-centric model.
In this Episode:
00:00 Introduction
01:01 Meet Giuseppe Cavallo: From Corporate to Consultant
05:16 Defining Good Brand Strategy
07:48 Transforming Product-Centric Companies
20:46 The Marketing of Happiness
32:08 Levels of Customer Relationships
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