Chocolate Covered Money: Secrets of the Marketing Genius Who Built the World's Most Successful Chocolate Brands
- 8h 21m 39s
- Brad Yater
- Gildan Media
- 2024
The story of the man behind some of the world's biggest chocolate empires.
Chocolate Covered Money is for anyone who eats chocolate, has shopped for chocolate as a gift, or has wondered what really goes on at the chocolate store "in a mall near you." Chocolate is a big business, and makes a lot of money. This book "pulls the curtain back" for a behind-the-scenes look at the people who own chocolate companies, how they make chocolate, and their celebrity friends.
This book reveals business methods used to enable three of the world's leading super-premium luxury Belgian chocolate brands—Godiva, Leonidas, and KC Chocolatier—to compete against one another, how each achieves marketing dominance in certain markets, and what it really takes to build a worldwide chain of retail stores.
Brad Yater shares his business expertise, having served as country manager for the US at all three of these brands, beginning with Godiva, during a career lasting thirty years. Hear the fascinating story of how this happened to him.
About the Author
Brad is the only American in history to have managed all three of Belgium’s largest gourmet chocolate retail brands. He was among the first to coin the term “lifestyle” brand by understanding the emotional relationship between consumers and the products they buy. At Godiva, Brad set out to build a brand, not just sell chocolate, resulting in a $1 billion valuation. With Leonidas, Brad transformed the industry by introducing the chocolate café, adding a full coffee menu to the stores. As his “third act,” Brad launched KC Chocolatier, a sustainable, vertically integrated manufacturer dedicated to giving back to the cocoa-producing regions. The thru line to this successful career has been a focus on retail marketing of promotional campaigns, seasonal packaging, and new product development. Brad’s forte is having the ability to put his finger on the pulse of what has commercial appeal. The author holds an MBA from Rollins College in Winter Park, Florida, and resides in Beverly Hills.
In this Audiobook
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Preface
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Chapter 1 - Deposit All the Money in My Bank Account
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Chapter 2 - Use It or Lose It
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Chapter 3 - Overhauling Godiva
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Chapter 4 - A Walk in the Park
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Chapter 5 - Would You Like a Sample?
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Chapter 6 - I Saw Lady Godiva in Midtown
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Chapter 7 - What the Type of Chocolate You Eat Says About Your Personality
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Chapter 8 - Keys to the Candy Store
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Chapter 9 - Confusion–Illusion–Delusion
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Chapter 10 - How to Earn Profit from Chocolate
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Chapter 11 - You’re in Good Hands with Me
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Chapter 12 - Don’t Confuse Me with the Facts
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Chapter 13 - Standing in the Hallway in Brussels One Day
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Chapter 14 - The Shocking Takeover of Godiva
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Chapter 15 - The Devil Sells Chocolate
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Chapter 16 - There’s the Right Way, the Wrong Way, and the Leonidas Way
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Chapter 17 - Leonidas Becomes the Godiva of Europe
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Chapter 18 - I Wrote the Book on Chocolate
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Chapter 19 - It Came from the Lab
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Chapter 20 - Hiding Behind the Pillar
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Chapter 21 - When You Think You’ve Heard It All
