Before joining Heineken in February 2010 as Chief
Commercial Officer, Alexis Nasard was delivering double-
digit top-line growth at Proctor Gamble, where he'd
spent 17 years in senior management. Responsible for
brand design, product and commercial innovation for 12
brands, including Oral-B, Olay, and Crest, it's no surprise
that he has "a passion for brand building".
it
World ofHeineken 43 winter 2010
Building Brands
that
People Want
Alexis' fervour for brand building hasn't
diminished since joining Heineken. "Life is
more exciting when you have interesting
brands to interact with," he says. "There
are clear similarities between building
strong beer brands and developing brands
of fine fragrances," something he has
successfully achieved in his professional
life. "Both products are image-led and
driven by packaging. At the point of
purchase and consumption there's a lot
of clutter. Innovation has a different role
compared to other consumer goods, where
technology can play a greater role in brand
extension. At the end of the day, the secret
is to be consistent but not predictable."
Prior to joining Heineken, his consumer-eye
view and careful research reassured Alexis
that the "Heineken brand is perceived
as being cool and very premium". Now
that he's on board, strengthening the
connection with consumers is one of his top
priorities, and he takes it personally.
In South Africa recently, he says the beer
he shared with colleagues in a Soweto
bar told him something new about the
Heineken brand that even the conference
he'd just attended couldn't. "It was a unique
opportunity to see from a new perspective
how the beer was presented, how it was
consumed and how it was appreciated,"
he says.
INVIGORATING INNOVATION
According to Alexis, innovation is what
keeps consumers engaged and the business
growing. "If you do not innovate, your brand
becomes less interesting. Innovation is
