Beyond the Brief
Beyond the Brief
Podcast Description
The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.
Podcast Insights
Content Themes
The podcast explores themes in marketing strategy, brand development, and cultural impact, with episode examples including discussions on brand reimagination at major companies like Starbucks and the importance of the human experience in advertising, showcasing diverse perspectives on creating effective marketing.
The Beyond the Brief podcast connects with the world’s most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.
How Torani Turns Moments Into Flavor – Insights from Dean Veurink
Summary
Join us as Dean Veurink, VP of Marketing and Product Innovation at Torani, shares his 25-year journey in food and beverage marketing. Discover how strategic insights, segmentation, and experiential marketing drive innovation and growth in the flavor industry.
Keywords
food and beverage marketing, product innovation, consumer insights, flavor industry, brand growth, experiential marketing, segmentation, Torani, foodservice, retail
Key topics
Consumer segmentation and insights for innovation
Role of experiential marketing and brand experiences
Strategic growth and scaling in the food and beverage industry
Sound bites
“Marketing works when done right”
“Listening and iterating with consumers”
“Thicker sauces add mouthfeel to beverages”
Chapters
00:00 Introduction to Dean Veurink and Torani
00:29 Dean’s Career Journey in Food and Beverage Marketing
05:14 Insights on Market Research and Consumer Needs
10:28 Innovation Strategies and Product Development
14:26 Understanding Torani’s Product Range and Market Positioning
19:17 The Importance of Packaging and Consumer Experience
21:08 Building Brand Awareness and Consumer Engagement
24:00 Target Audience and Evolving Consumer Preferences
25:19 Navigating Hyper Growth and Strategic Changes
27:20 Experiential Marketing and Brand Activations
31:00 Partnerships and Collaborations in the Beverage Industry
35:50 The Torani Brand Story and Future Vision
Resources & Guest Links
Torani Official Website – https://Torani.com
LinkedIn – https://linkedin.com/in/deanveruink
Twitter – https://twitter.com/deanveruink
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.