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Building a challenger brand that wins with Stefan Lagerqvist, CEO @ Nick's

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Manage episode 511892012 series 3604067
Content provided by Ashley Walters. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Ashley Walters or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Stefan Lagerqvist is a proven business leader best known for his unique blend of elevated financial expertise, strategic insight, and world-class brand-building experience, honed at P&G and Unilever. Currently, Stefan serves as the Group CEO at NICK'S, a Swedish better-for-you ice cream and protein bar brand that's made a name for itself in snack aisles across Europe and the US.

In this episode, we cover the unexpected difficulties Stefan and Nick's faced during their high-growth era, the keys to pulling off the best experiential marketing, and how Nick's crafted their flirtatiously bold brand voice.

What you'll learn in this episode:

  • The unexpected business challenges of extreme growth

  • How to uncover your true target consumer

  • The Nick's product that outperformed Snickers

  • Why having legacy brands copy you is great for business

  • How to evaluate creative without paid testing

  • Why cynicism is necessary for business growth

  • The keys to pulling off the best experiential marketing

  • When challenger brands truly challenge legacy brands

  • How Nick's retooled their marketing approach for the US

  • How Bethenny Frankel became Nick's #1 fan

  • What to remember in influencer marketing

  • How Nick's balances their messaging to be both fun and functional

Resources:

  continue reading

33 episodes

Artwork
iconShare
 
Manage episode 511892012 series 3604067
Content provided by Ashley Walters. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Ashley Walters or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Stefan Lagerqvist is a proven business leader best known for his unique blend of elevated financial expertise, strategic insight, and world-class brand-building experience, honed at P&G and Unilever. Currently, Stefan serves as the Group CEO at NICK'S, a Swedish better-for-you ice cream and protein bar brand that's made a name for itself in snack aisles across Europe and the US.

In this episode, we cover the unexpected difficulties Stefan and Nick's faced during their high-growth era, the keys to pulling off the best experiential marketing, and how Nick's crafted their flirtatiously bold brand voice.

What you'll learn in this episode:

  • The unexpected business challenges of extreme growth

  • How to uncover your true target consumer

  • The Nick's product that outperformed Snickers

  • Why having legacy brands copy you is great for business

  • How to evaluate creative without paid testing

  • Why cynicism is necessary for business growth

  • The keys to pulling off the best experiential marketing

  • When challenger brands truly challenge legacy brands

  • How Nick's retooled their marketing approach for the US

  • How Bethenny Frankel became Nick's #1 fan

  • What to remember in influencer marketing

  • How Nick's balances their messaging to be both fun and functional

Resources:

  continue reading

33 episodes

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