From Heritage to Innovation: Building a Global Energy Brand with Francis Perrin, Chief Brand and Sustainability Officer of Rehlko

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Marketing Vanguard

Adweek

337 episodes

1 week ago

The word “vanguard,” is defined as “a group of people leading the way in new development or ideas.” Marketing Vanguard: the podcast, spotlights the people who are driving the industry forward. It will feature valuable, must-listen nuggets of marketing-leadership wisdom, humility, stories, strategic insights, and growth opportunities in an era of ever more complex industry pressures and realities. Together we’ll dive into what's driving the decision-makers of today to move the needle of some of the world’s most exciting brands in incremental or monumental ways.

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Hosted on Acast. See acast.com/privacy for more information.

Marketing

Business,

Management

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From Heritage to Innovation: Building a Global Energy Brand with Francis Perrin, Chief Brand and Sustainability Officer of Rehlko

Marketing Vanguard

28 minutes 5 seconds

1 week ago

From Heritage to Innovation: Building a Global Energy Brand with Francis Perrin, Chief Brand and Sustainability Officer of Rehlko

Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Francis Perrin, Chief Brand and Sustainability Officer at Rehlko, about brand transformation and B2B marketing innovation.

Francis discusses his career from P&G and L'Oréal to leading the transformation of Kohler Energy into the independent company Rehlko. He shares the strategic thinking behind the rebrand, including how they created the name Rehlko as an anagram of Kohler to maintain heritage while establishing independence. The conversation explores the opportunity in residential power generation, competing as a challenger brand against industry giants, and why Francis believes B2B marketing offers more opportunities than consumer marketing.

Best Buy CMO, Jennie Weber also joins Jenny in a mid-episode sidebar discussion on the latest innovations for the Best Buy Ads retail media network and their latest campaign "We Got Next." Sponsored by Best Buy Ads.

What You'll Learn:

How to successfully rebrand and spin off from a heritage parent company
Strategies for competing as a challenger brand in established B2B markets
Why embedding sustainability directly into brand leadership creates business impact
The untapped potential in residential power generation and data center markets
How to build marketing organizations from scratch with enterprise-level thinking
Why B2B marketing offers unique creative opportunities for CPG-trained marketers
Methods for maintaining brand heritage while driving innovation and growth
The importance of focus and purpose-driven messaging in industrial marketing

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Hosted on Acast. See acast.com/privacy for more information.