Building the Perfect Beast by Neil George

Author:Neil George
Language: eng
Format: epub
Tags: null
Publisher: HarperCollins Publishers India
Published: 2018-12-10T16:00:00+00:00

Marije Voorn – Global Brand Manager, Britvic, Netherlands

Luuk Hoskam – Marketing Manager, Friesland Campina, Netherlands

Steven Van Dijk – Global Brand Manager, Carlsberg, Sweden

The FBI: Furious Brand

Investigators

Marketer Speak

Here’s a story from my early years. I was working with a famous detergent brand which was found to rot clothes, so I presented some basic data explaining the decline of shares and sales in a fiercely competitive market. The sales team was on board quickly but the brand team, led by a feisty and ego driven marketing director, just failed to accept that the declines were driven by the product, and questioned the coverage, pick up, analysis and accuracy of the charts being presented. These were presented on acetate by the way, and I had to do the usual strict timing of 2m per acetate for a deck of 120 slides: calculating my wait time until the deck was client-ready. Mistakes were amended en route to the client by gently scratching off the rogue figures, and the team member with the neatest handwriting, scribbling the correct figures in their place. Back to the detergent team, despite assurances that, whilst distribution was still OK, the rate of sale and frequency of purchase had dropped due to the rumours of the chemical reaction. The marketing team turned on to sales, and then to Nielsen which made the veteran sales guy, who looked slightly too unhealthy and unclean to be working at this company, simply say, ‘Can we let Nielsen get on with it, this stuff is rotting f*****g clothes, what sales figures do you expect?’ We moved on.

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