What They Said
Discover 'What They Said,' the Marketing Podcast by PrettyGreen, the B Corp certified, award-winning creative communications agency.
What They Said is for people who care about how brands really get famous. It gets under the skin of the thinking, decisions and big plays behind the comms strategies that drive relevance, cultural impact, long-term growth and commercial impact.
Recognised as an Amazon Music Top Marketing Podcast and named Best Podcast of the Week at launch, What They Said brings senior marketers and industry insiders together for honest conversations about what actually works and what doesn’t. From fair pay in influencer marketing and calling out tokenistic inclusion, to how brands like Hasbro build seasonal moments that genuinely cut through, this is practical insight, not theory.
Available across Apple Podcasts, Spotify, Amazon Music/Audible and YouTube, with social cut-downs across PrettyGreen’s LinkedIn, TikTok and Instagram, What They Said offers guests a credible, high-visibility platform to share expertise and help shape how brands think about communications in ways that are creative, impactful and culturally resonant.
What They Said
Building Premium Brands with Peroni's Carly Burford
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
What does it really mean to be a premium brand?
In this episode of What They Said, Lou Ali sits down with Carly Burford, Global Brand Director at Peroni Nastro Azzurro, to unpack how one of the world's most iconic beer brands redefined premium through its new Only Peroni platform.
Carly shares how premium is built through meaning, experience and distinctive brand positioning and why brands need to stop chasing trends and start owning what makes them genuinely unique.
Together they discuss:
- Why premium is about experience, not price
- Rebuilding an iconic brand without relying on heritage alone
- Creating campaigns that show up authentically in culture
- Building meaningful brand partnerships that last
- Why marketers need to be bolder, braver and more single-minded
Whether you're a marketer, brand leader or simply fascinated by how great brands are built, this episode is packed with practical insights on long-term brand building and cultural relevance.
Our podcast is available on all streaming platforms;
