About this episode

Yves Briantais, CMO of Carlsberg, discusses bold marketing strategies and the pursuit of iconic brand status.

The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable. As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands… Yves draws on his extensive experience as he shares how to find the line between bold and reckless marketing, treating marketing like politics, and why imagining Carlsberg as a ‘health company’ might ensure it...

People in this episode

Host: Haines

Guest: Yves Briantais

Topics covered

• branding
• marketing strategy
• creative culture
• icon status
• bold marketing

Keywords

• Carlsberg
• Yves Briantais
• marketing
• branding
• creative culture
• icon status
• bold marketing

Mentioned in this episode

Organizations: Carlsberg

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