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Building a challenger brand that wins with Stefan Lagerqvist, CEO @ Nick's
Manage episode 511892012 series 3604067
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:
Connect with Stefan on LinkedIn
Learn more about Nick's on their website
Follow Nick's on Instagram
See Bethenny Frankel show Nick's love
33 episodes
Manage episode 511892012 series 3604067
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:
Connect with Stefan on LinkedIn
Learn more about Nick's on their website
Follow Nick's on Instagram
See Bethenny Frankel show Nick's love
33 episodes
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