Speaking Brands and Marketing with a Chief Financial Officer (CFO)

Kelly and Matt are joined by Keith Middleton (Co-Founder and Co-CEO at Fahrenheit Advisors) who shares insight into how CFOs see branding and marketing.

Beer & Brands
Episode 23

Kelly and Matt are joined by Keith Middleton (Co-Founder and Co-CEO at Fahrenheit Advisors) who shares insight into how CFOs see branding and marketing. Plus! The group gives a thumbs up on a recent acquisition by a jams and jellies brand.

Brewery of the Episode

Väsen Brewing Company (Richmond, VA)

Episode Overview

A Conversation with a CFO on Branding & Marketing

00:20 | Matt introduces the special guest of the episode, Keith Middleton (Co-Founder and Co-CEO at Fahrenheit Advisors). In a past life, Keith was a chief financial officer. Today, he'll be sharing some insights with Kelly and Matt about the CFO's perspective on the role of branding and marketing for businesses.

01:49 | Keith spitballs what comes to mind when CFOs think of the word "brand" from logos to brands.

03:14 | A discussion on the common mistakes marketers make when presenting to CFOs leads the group to lay out some differences in perspective between marketing and finance.

04:28 | Return on Investment (ROI) is famously hard to calculate, but Keith brings up some helpful advice for marketers when talking with their CFO on this topic.

10:23 | Keith flags an important callout when presenting marketing budgets or initiatives to a CFO, financial risk management.

13:08 | The trio summarizes the three things for marketers to keep in mind when talking to a CFO from today's conversation.

Smucker's & The $5.6B Acquisition of Hostess

15:52 | Kelly goes over three aspects of what makes a good acquisition for brands and gives the thumbs up on the recent transaction.

Beer and Brands podcast
About Beer & Brands
Hoppy Conversations at Richmond's Best Craft Breweries
Beer & Brands is Brand Federation's monthly podcast where marketing industry leaders, Kelly O'Keefe and Matt Williams, discuss brands, brand strategy, and tactics. Over beers.

More Beer & Brands

View All