Marketing Today With Alan Hart

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 brandHow Ferrero is capitalizing on the “premiumization” trendThe importance of understanding customers’ social and psychological motivationsKey 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[3