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John Bello Discusses Challenges With NonCompete Agreement and Product Positioning

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Total Case Duration :

  • Date Added : 5/5/2006
  • Clip Duration : 6 min. 16 sec.

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John Bello

  • CEO, SoBe Beverage Company
  • male
  • Caucasian
  • 1946 (Age: 76 years old)
  • John Bello - Interview - SoBe Beverage Company
  • Video 1 of 11 in this Case
  • View All Available Videos

Biography

John Bello is the co-founder and Chief Executive Officer of South Beach Beverage Company. He brings more than 25 years of brand building and marketing experience to the Company, which was established in January 1995.

Prior to founding SoBe, Bello, 55, spent 14 years with National Football League Properties Inc., the marketing arm of the National Football League. As President, Bello has been credited for building NFL Properties into a sports marketing leader.

Prior to the NFL, Bello worked in the Pepsi Cola Division of Pepsico Inc., serving in marketing and strategic planning capacities, as well as in the Maxwell House Division of General Foods Corp., where he held product management roles with the Sanka and Maxwell House brands.

During four years of service with the United States Navy, Mr. Bello achieved the rank of Lieutenant (Senior Grade) and received the Navy Commendation with Combat V for meritorious service on riverboats in South Vietnam.

John Bello graduated Cum Laude from Tufts University with a Bachelor of Arts degree in History and holds an MBA from the Amos Tuck School at Dartmouth College.

And then the second challenge was what we wanted to do was ... go to market differently, then most of the products that we were going to take to market, most of them were DSD, which is director store door delivery and what we thought we could do was align ourselves with major retail chains and pres...(Full transcript available to logged in subscribers.).

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John Bello videos

Video 1 of 11 John Bello Shares Thoughts on Slotting Fees
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 2 min. 39 sec.
Video 2 of 11 John Bello Discusses Professional Background, SoBe Sale and Decision To Investigate FireFighter Brand
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 4 min. 29 sec.
Video 3 of 11 John Bello Discusses Development of Firefighter Brand Marketing Platform
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 5 min. 18 sec.
Video 4 of 11 John Bello Discusses Challenges With The Firefighter Brand
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 4 min. 36 sec.
Video 5 of 11 John Bello Discusses Challenges With NonCompete Agreement and Product Positioning
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 6 min. 16 sec.
Video 6 of 11 John Bello States Charity Gimmicks Are Not Going To Sell Products Long-Term
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 1 min. 2 sec.
Video 7 of 11 John Bello States Ultimately, A Brand Must Stand On Its Own
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 3 min. 3 sec.
Video 8 of 11 John Bello States Advertising Must Appeal To An Inner Sense and Emotion
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 1 min. 26 sec.
Video 9 of 11 John Bello Discusses Guerrilla Marketing
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 1 min. 48 sec.
Video 10 of 11 John Bello States Mistakes Were Made Due To His Admitted Lack Of Focus On Consistency
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 0 min. 37 sec.
Video 11 of 11 John Bello Shares Thoughts on Building A Brand
  • John Bello - Interview - SoBe Beverage Company
  • 5/5/2006
  • John Bello
  • 1 min. 59 sec.

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