{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/623868eda3a78c0012e30622/6a258e2bccc3ddbc740ce618?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"TWICM 194:  Former Dove CMO Alessandro Manfredi on Why Marketing Is Losing It's Professionalism","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/623868eda3a78c0012e30622/1780845738984-ef3d3228-1dd6-4755-970a-61947d9e3f78.jpeg?height=200","description":"<p>Former Dove CMO Alessandro Manfredi joins That’s What I Call Marketing to discuss Dove Real Beauty, brand fundamentals, AI, creative effectiveness and why marketing may be losing some of its professionalism. Alessandro spent 28 years at Unilever and played a major role in the growth of Dove, one of the most famous examples of long-term brand building in modern marketing. In this conversation, he explains why Dove’s success was not built on purpose alone, but on product quality, emotional connection, research, innovation, communication architecture and strategic rigour. Thanks to <a href=\"https://marketingsociety.ie/\" rel=\"noopener noreferrer\" target=\"_blank\">the Marketing Society of Ireland</a> for organising this event. Tracksuit cares deeply about marketing professionalism and have introduced Tracksuit University to close the gap between Marketing and the C Suite and you can get<strong> 20% Off</strong> with an exclusive TWICM Discout - use the code <em><u>thatswhaticallmarketing</u></em> at <a href=\"https://university.gotracksuit.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://university.gotracksuit.com/</a></p><p><br></p><p>This episode is for marketers, CMOs, brand leaders, strategists and agency teams who want to understand what it really takes to build brands that last.</p><p>What you will learn:</p><ul><li>Why marketing is losing some of its professionalism and training</li><li>How Dove Real Beauty moved the brand from product love to emotional connection</li><li>Why “people don’t buy beautiful ideas” without strong products behind them</li><li>What Alessandro means by brand fundamentals</li><li>Why AI is powerful for execution, but not a replacement for strategy</li><li>How CMOs can reclaim strategic influence without making it a power grab</li><li>Why brands need to shape culture rather than chase trends</li><li>How purpose can work when it is grounded in a real human tension</li><li>What smaller marketing teams can learn from Dove’s approach to creativity, insight and rigour</li></ul><p><br></p><p>Chapters:</p><p>03:35 From academia to Unilever and Dove</p><p>06:22 The origins of Dove Real Beauty</p><p>09:37 Why marketing is losing strategic discipline</p><p>12:03 How Dove grew over 20 years</p><p>14:23 Research, insight and emotional connection</p><p>19:30 Why people do not buy beautiful ideas alone</p><p>20:41 Brand fundamentals and communication architecture</p><p>22:54 Why AI is not strategy</p><p>24:32 Working with agencies and strategic planners</p><p>25:48 The three elements of bulletproof brand fundamentals</p><p>29:34 Purpose, North Star and shaping culture</p><p>33:09 Creative effectiveness: culture, talent and rigour</p><p>36:50 What smaller marketing teams can learn from Dove</p><p>37:26 Handling criticism of Real Beauty</p><p>39:04 Social media, mental health and marketers’ responsibility</p><p>41:23 Life after Dove and Unilever</p><p>44:37 Where to find Alessandro Manfredi</p><p><br></p><p><br></p><p>Guest: Alessandro Manfredi</p><p>Host: Conor Byrne</p><p>Podcast: That’s What I Call Marketing</p><p>Find out more about Alessandro Manfredi: <a href=\"aleikigai.com\" rel=\"noopener noreferrer\" target=\"_blank\">aleikigai.com</a></p><p>Learn more about Tracksuit: <a href=\"https://www.gotracksuit.com/us\" rel=\"noopener noreferrer\" target=\"_blank\">gotracksuit.com</a></p><p><br></p><p><br></p><p>Subscribe for more conversations with leading marketers, CMOs, brand builders, strategists and creative leaders. <a href=\"https://www.thatswhaticallmarketing.com/\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>https://www.thatswhaticallmarketing.com/</strong></a></p><p>#Marketing #BrandBuilding #Dove #RealBeauty #CMO #BrandStrategy #CreativeEffectiveness #AIInMarketing #Unilever #MarketingLeadership #PurposeMarketing #BrandFundamentals #ThatsWhatICallMarketing</p>","author_name":"Conor Byrne"}