Danny Mandelbaum is the VP of Marketing at The Long Drink Company. He was previously the Global Brand Director for Ryan Reynolds' Aviation American Gin at Diageo, and held senior marketing roles at Proximo Spirits managing Jose Cuervo tequila, Kraken Rum, and Three Olives Vodka. Over his 20+ year career, Danny has led marketing for iconic CPG and alcohol brands.
The interview provides insights into brand building from Danny's experience. He discusses the importance of uncovering emotional connections and cultural truths to build iconic brands. Danny shares how he focuses on defining core brand equity and persona in an authentic way, contrasting this long-term brand building with...
Danny Mandelbaum is the VP of Marketing at The Long Drink Company. He was previously the Global Brand Director for Ryan Reynolds' Aviation American Gin at Diageo, and held senior marketing roles at Proximo Spirits managing Jose Cuervo tequila, Kraken Rum, and Three Olives Vodka. Over his 20+ year career, Danny has led marketing for iconic CPG and alcohol brands.
The interview provides insights into brand building from Danny's experience. He discusses the importance of uncovering emotional connections and cultural truths to build iconic brands. Danny shares how he focuses on defining core brand equity and persona in an authentic way, contrasting this long-term brand building with short-term performance marketing optimization. He advises new brands to start by defining their ideal identity and equity before exploring strategies to achieve that. Currently at The Long Drink Company, Danny aims to drive awareness and penetration for the Finnish long drink cocktail through disruptive marketing and partnerships. The interview offers aspiring marketers wisdom on brand building from Danny's journey leading marketing for global brands like Heineken, Aviation Gin, and now The Long Drink.
OUTLINE:
- (00:01:38) Early interest in marketing and advertising
- (00:02:57) Understanding consumer motivations and perspectives
- (00:05:14) Launching Old Spice in Mexico
- (00:07:18) “Premiumizing” Jose Cuervo tequila
- (00:08:09) Partnership with Rolling Stones for Jose Cuervo
- (00:10:00) Shift to marketing roles focused on driving revenue
- (00:10:53) Working with Ryan Reynolds on Aviation Gin
- (00:12:13) Joining Long Drink Company and growing awareness
- (00:15:38) Pursuing marketing for brands you believe in
- (00:17:31) Emotional connections between consumers and brands
- (00:19:30) Advice for building emotional brand connections
- (00:24:15) Keep It Legendary Heineken campaign
- (00:26:40) Jose Cuervo partnership with the Rolling Stones
- (00:35:02) Taking on the massive Jose Cuervo brand
- (00:38:06) Repositioning Jose Cuervo's brand image
- (00:43:11) Unearthing cultural brand stories through research
- (00:52:36) Creating fast turnaround creative with Aviation Gin
- (00:54:34) Entrepreneurial spirit at small vs. big companies
- (00:57:32) Building trust as a leader
- (01:00:11) Criteria for choosing influencer partnerships
- (01:03:20) Brand building vs. performance marketing
- (01:05:57) Defining brand building
EPISODE LINKS:
- Danny’s LinkedIn: https://www.linkedin.com/in/dannymandelbaum/
- Danny’s Twitter: https://twitter.com/danmandel
- Danny’s Instagram: https://www.instagram.com/dannymandelbaum
- Long Drink Website: https://www.thelongdrink.com/
- Long Drink Instagram: https://www.instagram.com/longdrink
- Long Drink Facebook: https://www.facebook.com/thelongdrink
- “Pepsi, Where’s My Jet?”: https://www.youtube.com/watch?v=lzS8BQBcAu4
SUPPORT & CONNECT:
- Digital Surgeons Website: https://digitalsurgeons.com
- TikTok: https://www.tiktok.com/@digitalsurgeons
- Instagram: https://www.instagram.com/digitalsurgeons
- LinkedIn: https://www.linkedin.com/company/210497/
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