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 of 'Growth, Brands and More,' host Filiberto Amati discusses with Giuseppe Cavallo the importance of conscientious branding and the evolving role of brands in the marketplace. The conversation includes insights into how brands create meaning and identity, the necessity of a moral compass for businesses, and the shift from profit-centric strategies to more holistic approaches that consider stakeholder ecosystems. The discussion also touches on the principles of compelling storytelling and the emotional connections brands must establish with consumers. Additionally, Amati and Cavallo explore the challenges and nuances of modern marketing, the importance of company culture, and the impact of external and internal conflicts on decision-making. The episode concludes with a reflection on the changes in market dynamics and the need for brands to be meaningful participants in a broader system.
In this Episode:
00:00 Introduction
01:01 The Power of Brand Platforms
01:56 Embracing Conscientious Marketing
23:45 The Dark Side of Storytelling
24:37 Principles of Great Storytelling
27:49 Connecting with Your Audience
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