About this episode

The episode explores the importance of culture in brand strategy and consumer research in the drinks industry through a conversation with Matilda Andersson.

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS . In this second part of the conversation on MAFFEO DRINKS, host Chris Maffeo continues the discussion with Matilda Andersson, Managing Director at Truth Consulting, diving deeper into practical frameworks and methodologies for consumer research in the drinks industry. The conversation introduces the Four Cs Framework (Consumer, Culture, Category, Company) as a holistic approach to brand strategy that moves beyond focusing solely on consumers to incorporate broader cultural shifts and company truths—revealing why culture is the most neglected element despite being critical for long-term success. We explore the dangers of drinks industry echo chambers where brands become too geeky about serves and specifications while missing how consumers actually behave. Matilda shares insights on customer closeness programs that take design teams and brand managers out of offices to meet real…

People in this episode

Host: Chris Maffeo

Guest: Matilda Andersson

Topics covered

• brand strategy
• consumer research
• cultural insights
• drinks industry
• Four Cs Framework
• customer engagement

Keywords

• Four Cs Framework
• consumer behavior
• cultural shifts
• drinks industry
• customer closeness
• brand strategy

Mentioned in this episode

Organizations: Truth Consulting

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