Neol

Neol is a Community-powered platform for audacious creative minds to do the best work of their lives.
Neol’s platform empowers creative leaders with the technology, people, and processes they need to deliver impactful projects from anywhere at scale.
As a Creative Leader at Neol, my ambition is to spearhead real change in the following domains: Food Systems

Creative Leader

Amati & Associates

A&A, a distinctive boutique advisory firm, excels in steering growth, branding, and innovation. We transcend industry boundaries, driving expansion into new markets with our unique blend of actionable insights, strategic depth, and client-centric clarity. Our dual expertise from consultancy and in-house roles directly tackles the common grievances in client-consultant dynamics by emphasizing practical implementation.

At the helm of over 50 client projects, I've led diverse teams (2-7 members) to notable achievements:

> Orchestrated consumer co-creation to test OTC prototypes in the USA and devised beverage consumption rituals across Russia and Turkey.

> Crafted the positioning for a nascent OTC brand in Spain/Germany and spearheaded the Polish introduction of an international brand.

> Refined Brand Architecture, repositioned a B2B service provider in the Netherlands, and crafted an International Expansion Strategy for a retail giant in Belgium.

> Analyzed Vodka market routes and developed a market tool across multiple countries.

> Created a global market strategy for the OTC Pain category in Germany and explored future connected car scenarios in Spain.

> Investigated fintech and insurtech investment opportunities and constructed a global business case for a premium draft beer.

> Reinvigorated the UK on-premise channel for a premium export beer and laid out a 3-year Pharma OTC pain portfolio strategy in Germany.

> Redesigned the marketing structure for a global Pharma OTC franchise in France and captured the fintech consumer lending landscape in the USA.

> Formulated a Brand Architecture Strategy for an automotive leader in Australia and conducted a Communication Diagnostic for a Hydrogen Water Category in the USA.

>Developed acquisition radar screeners for Emerging Sodas (US, UK, Spain) and Italian Mineral Waters

Fractional C-Suite, Growth Advisor, Interim Director

MIT Enterprise Forum CEE

Mentor

Filiberto Amati

Keynote speaker, panelist, panel discussion moderator.
Part-time, interim Executive Director; Non-Executive Director;

Topics: Branding, Innovation, Co-creation, Digital Eco-systems, Fintech, Insurtech, Connected Cars, Making innovation happen, Human Side of Innovation, The Future of...., #theBlur, Healthcare, Healthtech, Industry 4.0, Accelerators, Incubators, Corporate Venturing, Intrapreneurship

Lectures: Esadecreapolis, IPI Polish Academy of Sciences, PAM Center, Economic Forum for Young Leaders
Speaking Engagements: Kompania Piwowarska / SAB Miller (2013), TVN/ European Media Alliance (2018), Forum Innovation and New Technologies (2017), Fintech Digital Congress (2017), Logistics/ Investment/Futures (2018), Insurtech Digital Congress (2018), Wolves Summit (Spring and Autumn Editions 2018), European Economic Congress/ Start-up Days (2018) / AI & Big Data Congress (2018) / Future Industry Forum (2018), Future 2-to-5 Emerging Cities (2018) / Eastern Economic Congress (2018)

Article Contributions: Innovation Excellence, America Retail, Esadecreapolis, Expert 360, Forbes (Polska), Harvard Business Review (Polska), Investing.com

Author, Speaker, Lecturer, Contributor

Galvanina Poland Sp. z o.o.

Galvanina Poland Sp.z o.o. Jest to firma zajmująca się dystrybucją żywności, obsługująca dystrybutorów on-trade i specjalistycznych dystrybutorów żywności w Polsce.

Chief Executive Officer

Galvanina

Leading the global commercial and marketing expansion of Galvanina Brands, I spearhead the following key initiatives:

-Orchestrating a comprehensive rebranding initiative, I have revitalized the Galvanina Brand identity and image, aligning it with contemporary market trends and consumer expectations.
-Strategically pioneering the brand's digital footprint, I have established and executed a robust e-commerce strategy, significantly enhancing online consumer engagement and sales channels.
-Innovatively directing the conception and introduction of the Mocktail line, I have successfully broadened the product portfolio, catering to evolving customer preferences for sophisticated non-alcoholic beverages.
-Championing the creation and market introduction of Olto, I have been instrumental in diversifying our offerings with a new line of functional sodas and organic energy drinks, targeting the wellness-oriented segment.
- Leading the development and market launch of Fruor, I have added a distinctive Low-alcohol RTD Italian Aperitif to our selection, capturing the essence of Italian tradition with a modern twist for the global aperitif culture.
- Formulating and implementing a new brand architecture, distinguishing and elevating the company's private label enterprise from our proprietary brands. This strategic reorganization has clarified our brand hierarchy and enhanced the market positioning and competitive edge of our private label and own brand segments.
- Board Member of Galvanina Poland Sp. z o.o.

Head of Brand (Interim)

Coordinating Galvanina's Brand Development and Corporate Marketing Execution. 
- Repositioning and developing a Global Brand Strategy, declined in brand communication, design and product fit.
- Development of a unified brand voice across all categories and formats.
- Brand Redesign

Fractional Marketing Director

Boma Poland

Boma aims at designing a more human-centred future.
We empower our partners and communities to provide transformational learning experiences that link directly to outcomes.
Our gatherings are carefully crafted to educate future leaders and changemakers in designing a more human-centred future. 
Boma DNA brings cross-disciplinary and intersectional community members together to learn, challenge, solve problems

Head of Big Picture, Partner

Admind Branding & Communications

Admind Branding and Communication is the branding leader in Poland and - with offices in Amsterdam, Zurich, and Odessa - it's on a path for fast, sustainable, international expansion.
My role is to advise the founders and their management team, on how to fuel growth in new industries and new geographies.

Member of the Supervisory Board

The Future Of

The Future Of was the first and only online marketplace for foresight reports and design-centric insights. After a quick growth, and a quicker fall, I decided to close the company.

Founder

Inclusive Growth Forum

The Innovation advisory panel  will work with the governing board to define and execute IGF's programs. More specifically, they will support the board of IGF, in terms of:
- Developing the content of IGF's annual conference
- Speaking/moderating a debate at IGF's events
- Contributing original content and research
- Being part of the jury to select award winning inclusive innovators

Founding Member and Chairman of the "Innovation" Advisory Panel

Father, Growth Advisor, Listener, Mentor, Advisory Board | Lifetime Holder of Minority Opinions | Fond of Brands & Innovation | Growth Strategy | Branding | Innovation

I am a Fractionalist at Amati & Associates, a distinctive boutique advisory firm that excels in steering growth, branding, and innovation for clients across various industries and markets. With over 25 years of international experience, I have a proven track record of leading diverse teams, delivering actionable insights, and implementing strategic solutions.

In addition to my Fractionalist role, I am also the Head of Brand (Interim) at Galvanina Brands, a premium Italian producer of organic sparkling beverages. I spearhead the global commercial and marketing expansion. I am also a Mentor at several institutions, where I share my knowledge and passion for business, innovation, and co-creation. I hold a DBA from the Polish Academy of Sciences, an MBA from IESE Business School, and an MSc. Eng. from University Federico II.

Welcome to your new CMO: a fractional leader! 
👇 
 
🔥 Imagine having access to top-tier marketing expertise, strategic leadership, and growth-driven strategies at a fraction of the cost of a full-time executive. 💡 Fractional CMOs are here to optimize your brand presence, drive growth efficiently, and help you crush your targets! 
 
👩‍💼 These marketing maestros bring a powerhouse of skills - from adaptability and leadership to analytics and communication prowess. 🌐 To excel in this role, mastering time management, client relationships, and strategic planning is critical. 
 
🌟 Ready to tap into the benefits of a fractional CMO? Start by networking, showcasing your expertise, and making a splash on online platforms. 🚀 But remember challenges like managing expectations, adapting to different company cultures, and proving impact through data-driven metrics await. 
 
💬 Have you considered bringing a Fractional CMO on board? Share your thoughts below! 👇 #FractionalCMO #MarketingStrategy #BusinessGrowth

Unleashing High Potentials @Amati&Associates | Creative Leader @Neol

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5 Marketing Lessons from Liquid Death’s Success 
 
Liquid Death, a brand that turned canned water into a cultural phenomenon, offers invaluable marketing lessons: 
 
    1️⃣ Authenticity in Brand Creation 
    2️⃣ The Power of a Strong Brand Over Product 
    3️⃣ Embracing Failure as a Stepping Stone 
    4️⃣ The Importance of Consistent Storytelling 
    5️⃣ Standing Out with Shock Value 
 
These elements played a crucial role in Liquid Death’s journey to success.  
 
They have done it through unique and authentic value propositions, consistency, and relevance. Just as described in your Marketing 101 course 
 
#MarketingLessons #BrandSuccess #InnovativeMarketing

🚀 Myth: The best salesperson can sell anything 
 
Ever wondered what sets sophisticated commercial organizations apart? 
 
It's not just about moving boxes—it's about enabling your clients to move boxes, too. 
 
While loading partners downstream might offer short-term benefits, it can lead to long-term headaches. 
 
Don't burden your customers with unnecessary inventory costs. It's an expense they won't forget and will come back to haunt your organization. 
 
Embrace a customer-centric approach to build strong partnerships and drive lasting success. 
 
Ready to revolutionize your commercial strategy? Let's connect and make it happen! 💪💼

Craft Relevant International Brands, all while keeping your budget front and center.| Creative Leader @Neol

Are you ready to catapult your consumer brand onto the global stage? Let's discuss concrete results - not empty promises.

Consider this - Leading European brands attribute two-thirds of their revenue to international markets.

Their winning playbook? It's not about towering budgets. It's about mastering the art of truly understanding the local pulse.

Here's your roadmap to cracking the international code:

1. Get an authentic feel of new markets - don't rely on second-hand reports.
2. Engage with your customers on their home turf - their shopping venues.
3. Don't dismiss the shop staff - they hold invaluable, ground-level insights.
4. Local trends are your cheat codes - scan them relentlessly.

Are you geared up to become a global game-changer? Let's take this leap together! 🌏

#branddevelopment #branding #marketing

International Visits

When you conduct traditional consumer research in a VUCA reality, are you gambling on your brand's success?!? 
 
 
Here's the deal: if you're sticking with old-school consumer research, you might as well be flipping a coin for your brand's success. 💥 
 
🔍 While big data offers insights, true success lies in understanding consumers' evolving values and beliefs. 
 
Let's embrace a new era where brand purpose reigns supreme—it's not about words or claims but the authentic connection with consumers' hearts ❤️. 
 
✨ Say goodbye to greenwashing and hello to genuine brand authenticity! Let's pave the way for real, impactful connections with consumers. 
 
Ready to revolutionize your brand strategy? Let's dive deep into consumer insights and unlock the power of purpose-driven marketing! 💡🌍 
 
#BrandPurpose #ConsumerInsights #branding

Benefits of abandoning a 2Ps Marketing Mix (Product + Price) for a 4Ps Mix 
👇 
 
1. A Brand Essence beyond Product Benefits 🌿 
Uncover the core values to enhance authenticity and modern relevance. 
 
2. Global Reach, Local Impact 🌎🤝 
Craft messages that resonate globally while connecting locally to maximize influence. 
 
3. Evolution for Consistency 🎨 
Update strategically to maintain brand promise and relevance without drastic changes. 
 
4. Tap into the Digital Space 💻 
Establish a solid online presence for competitive advantage in the modern market. 
 
5. Amplify Brand Advocacy 🌟 
Collaborate with genuine advocates to strengthen consumer trust and loyalty. 
 
Ready to elevate your brand? Let's connect! 💬 #branding #strategy #growth

Consumers stopped buying your brand's b/s?  
 
Here's my super fast secret sauce to build brand trust: 
👇 
 
NONE! 
 
 
Don't treat credibility like a cheap commodity.  
 
Stop the kilo of bread mentality! 
 
Credibility is not for sale! 
 
There are no shortcuts for credibility or for brand trust! 
 
Why do you think brand building takes so much time?  
 
Because Brand Trust requires time and effort! 
 
Credibility is built one step at a time. How? 
 
✅ The key is simple: over-perform. 
 
#BrandTrust is easy in theory and very hard to build in practice:  
 
❌ Don't overpromise 
❌ Don't underpromise 
✅ Just over-perform  
 
If you're drowning in B/S, your Brand Trust journey has ended. 
 
So, what are ways you have built brand credibility? 
 
#branddevelopment #branding #marketing

💥 Ready to disrupt the world of spirits? Join us on a unique rum journey in Spain's Sherry capital! 🥃 Read on for more...


Exciting news! Rafael Escanez and I are launching a unique rum project in Jerez de la Frontera. We need robust investors ready to propel our rapid growth.

Interested or know someone who might be? Connect with us today!

Rum Jerez de la Frontera

Honing in on the perfect moment to engage consumers is challenging. 
👇

However, many brands miss the power of Category Entry Points (CEPs) and the power of transition between CEPs.

Imagine knowing precisely the context of when your audience craves your product. 

Yet many brands go broad, overlooking the detailed consumption moments and wasting marketing resources and time.

With this model, you reach consumers, understand and meet their needs, and position your brand at the most opportune moment. 

It's creating moments of joy, convenience, and satisfaction for enduring relationships.

#branddevelopment #branding #marketing

CEPs

Is a good marketing plan enough?
👇

A sound marketing plan is more than a roadmap—it's your business's playbook. It sets the stage for bold goals, pinpoints your ideal audience, and crystallizes strategies to win your consumers.

𝗕𝘂𝘁 𝗶𝘁 𝗶𝘀 𝗻𝗲𝘃𝗲𝗿 𝗲𝗻𝗼𝘂𝗴𝗵!

What a marketing plan does to your business:

✅ A solid plan anchors your efforts, aligning them with data-guided business objectives, intelligent decisions, and resource allocation.

✅ Stand out from your competitors. Define your unique business promise with a well-crafted plan.

✅Track success, not just activities. Use key performance indicators to measure progress, spot successful tactics, and jump on areas for improvement. Let data guide your decision-making for powerful outcomes.

➡️Size doesn't matter. Every business needs a robust marketing plan. It's your blueprint for success, helping you rise above the noise and stay ahead.

𝗛𝗼𝘄𝗲𝘃𝗲𝗿, 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘁𝗼𝗼𝗹𝗯𝗼𝘅 𝗿𝗲𝗾𝘂𝗶𝗿𝗲𝘀 𝗯𝗲𝘁𝘁𝗲𝗿 𝗮𝗻𝗱 𝗺𝗼𝗿𝗲 𝘀𝗼𝗽𝗵𝗶𝘀𝘁𝗶𝗰𝗮𝘁𝗲𝗱 𝘁𝗼𝗼𝗹𝘀.
⬇️⬇️⬇️


#branddevelopment #branding #marketing

Mental Availability

One approach to address marketing relevance, uniqueness, and creativity altogether!
👇
At Amati&Associates, we've embraced co-creation as more than a strategy; it's our gateway to consumer-centric solutions. 

We transform varied perspectives into groundbreaking solutions by bringing together internal stakeholders, consumers, and external experts.

Every session in our co-creation labs is a deep dive into the cultural currents of our time. Here, structured planning meets the strategic selection of diverse minds, creating a melting pot of ideas that resonate with our target markets.

With each project, we push the boundaries of what's possible and ensure that our concepts are practical, scalable, and aligned with consumer preferences. This robust approach helps us stay ahead in a competitive industry.

Looking to stay ahead? Click that follow button to keep up with our journey.
We can't wait to hear from you!


#branddevelopment #branding #marketing

Cocreation White Paper

#Growth is not a story told by a magic percentage! 
👇 
 
There is always more to growth than a %. Without telling the sources of growth, there is no telling what's happening with competitors in your industry: 
 
➡️ How do the core business, acquisitions, and innovation contribute to top-line growth? 
 
➡️ How much growth is due to pricing efforts, and how much volume boosts? 
 
➡️ How much comes from legacy customers, and how much do new ones contribute? 
 
Join the conversation, and let's unravel the complexity behind growth. 👥 
 
Share your thoughts below if you agree, and follow for more insights like this. 💬 👍 🚀  
 
Ready to grow? Let's connect! 🤝 


86% of consumers believe CPG companies are missing the mark. 
Here's why 👇 
 
The CPG Market-Approach Evolution 
 
1. Sales-centric 
2. Competitor-centric 
3. Advertise-centric 
4. Consumer-centric 
 
The evolution is not without trauma. 
 
Most companies evolve in this way: 
 
1) Focus on sales/ move as many boxes as possible. Reach a plateau. Think product is a problem. 
 
2) Me too Innovating: a new mantra, copy competitors for better commercial potential (!). Still not satisfied. We have an awareness problem. 
 
3) Nobody knows us! Advertise like crazy, and lower your prices! Profitability gone.... restructure! 
 
4) Maybe we should understand what consumers think and want. 
 
 
Marketing data shows that 86% of consumers feel CPG companies aren't consumer-centric. 
 
 
#marketing #strategy

With blurring category boundaries, your playground- and your competitors'- just got much broader!

Let's look at the beverage example: 
The blurrification of boundaries is pushing closer the core sectors, which traditionally separated their markets.

This translates into growth opportunities beyond the core soft drinks categories: NoLo, ciders, beers and wines, kombucha, and cocktails and spirits.


#branddevelopment #branding #marketing

Blurring Boundaries

🚀 Want to crack the Gen Z code and skyrocket your brand's appeal? 🌟 
 
 
 
 
Forget the traditional ads—they're so last season. Gen Z craves authenticity and connection, not sales pitches. It's time to transform your brand into the ultimate Gen Z hangout. 🎮📱 
 
🌟 Here's the blueprint to resonate with Gen Z: 
1️⃣ Build a vibrant community around shared values—no compromises. 
2️⃣ Ditch outdated social platforms; head to Discord and Twitch to truly engage. 
3️⃣ Join forces with Gen Z idols to elevate your brand's cool factor. 
4️⃣ Sell experiences, not just products—let storytelling be your superpower. 
 
Ready to make waves with Gen Z? Dive in and watch your brand soar! 💥🚀 
 
 
#branddevelopment #branding #marketing

Jealous of how other brands are set apart from their competitors⁉️
👇

It all boils down to one key factor: their brand positioning becomes more real daily through execution. 

Of course, they focus on mental availability with consistent branding, emotional storytelling, and unforgettable ads to stand out. 

However, strong brands never underestimate physical availability by expanding distribution, strategic product placement, and alignment with consumer behaviors. Their products are available and 𝘃𝗶𝘀𝗶𝗯𝗹𝗲.

They invest time and resources by prioritizing high transactional places and POS visibility. In modern trade, weighted distribution is their beacon.

Blending mental and physical availability strategies allows brands to supercharge their marketing game and propel their equity to new heights! 

Commit to these tools for the long haul, and watch your brand soar in the competitive landscape. 

Ready to elevate your brand presence? 

#branddevelopment #branding #marketing

Brand Positioning to Execution Checklist

You know you are heading towards a marketing armageddon when... 
👇 
 
 
👉  Limited relevance and limited differentiation: Consumers don't see the point in your product, and your line is lost in the clutter of competitors. 
 
👉  Short-term quick wins always trump long-term efforts: invest for the quarter and do not invest for the following years. 
 
👉 % of promotional sales grows yearly (this does not need an explanation, does it?)  
 
👉 % of promotional sales in the top category percentile  
 
👉 Diminishing penetration (fewer and fewer households are buying you at least once a year)  
 
👉 Brand, Product, and Distribution Strategy conflict: aka you find products in the wrong channels, you lack the correct formats specific to the occasions, your innovation dilutes and does not build the brand 
 
👉 Total Disconnect between Performance and Expectations: either the brand promise is over-promising, or the product/experience can't deliver the promise 
 
 
#branddevelopment #branding #marketing

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