Why novelty now drives loyalty and how to build brands that last | Rossana Doldi (Marketing and Strategy Director at Church & Dwight)
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Why novelty now drives loyalty and how to build brands that last | Rossana Doldi (Marketing and Strategy Director at Church & Dwight)
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In this episode of Beyond the Brand, Adam Wright and Matt Huntly chat with Rossana Doldi, Marketing and Strategy Director at Church & Dwight.
Rossana has shaped global brands across P&G, Reckitt, and now Church & Dwight, where she oversees everything from beauty icons like Batiste dry shampoo to trusted healthcare brands like Anusol, as well as intimate skincare products such as Femfresh.
She shares how her luxury roots inform mass-market creativity, how to drive attention in crowded categories, and how to reframe stories in even the most awkward spaces.
Key takeaways
▶ Emotional framing, humour, and simplicity are key to breaking through in ‘unsexy’ or taboo categories.
▶ Value doesn’t mean cheap. Consumers want a psychological ROI and actively mix channels to find it.
▶ Great campaigns repeat one clear message over time. Brands often lose attention by trying to say too much.
Why listen
▶ Hear how a leading FMCG brand leader balances global strategy with local creativity
▶ Learn how to adapt marketing strategies across different categories.
▶ Get practical examples of how to use humour and reframing in brand storytelling.
▶ Understand the role of AI in shaping trends, insights, and media planning (without losing the human)
One final thing....
If you enjoyed this episode, follow Beyond the Brand and leave us a review to help more marketers find the show.