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7 episodes with Byron Sharp
7 episodes with Byron Sharp
5 episodes with Byron Sharp
5 episodes with Byron Sharp
4 episodes with Byron Sharp
3 episodes with Byron Sharp
2 episodes with Byron Sharp
2 episodes with Byron Sharp
3 episodes with Byron Sharp
To Subscribe to DTC Newsletter - https://dtcnews.link/signupThis episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.
Byron Sharp is a distinctive assets maximalist, suggesting how brands look and are recognised and embedded into people’s minds is more important than focusing on what they do differently to rival brands. Mark Ritson argues brands need differentiation to stand out from rivals and pull customers in. News Australia says you need both to drive growth – and that custom-made media that delivers engagement beyond reach is a critical multiplier.News Australia has just wrapped up its nationwide agency engagement roadshow, Frontiers, diving deep with hundreds of agency execs across dozens of workshops to unpack how to cut through and deliver much sharper results amid a comms sea of sameness. The key is moving beyond old-school approaches of tonnage-based reach and the legacy constructs of ‘paid, owned and earned’ media. Case studies for CommBank, NRMA Insurance, Subway and Toblerone strongly suggest the approach is working: Subway notched 3 per cent sales gains; NRMA Insurance and News Australia’s positive influence helped secure $7.2bn in government funding to fix Queensland’s Bruce Highway. Unsurprisingly, more Queenslanders now like NRMA Insurance than before.Now News Australia wants to work with agencies and brands to build better campaigns and more case studies. But that requires a shift in approach to planning and content creation. It’s harder work, says GM of Client Growth & Experience, Renee Sycamore, but powerful results prove “the effort definitely pays off”. The key to achieving “distinctively different” campaigns says Head of Growth Intelligence, Leigh Lavery, is to focus on three critical elements: Making content magnetic (i.e. it gets attention); momentous (i.e. contextually relevant, capturing the zeitgeist) and meaningful (i.e. saying and doing something that adds value to customers). But going against conventional wisdom on mass reach may also be required. As National Head of Digital Strategy and Streaming Dianna Molinaro puts it: “Everyone’s got reach … but what our agency partners and marketers really care about is the impact.” Likewise, everyone has data: “It’s about what we do with it.” Now News Australia is powering custom-made media with behavioural audience signals across the network to connect intent and content. Molinaro says data-driven relevance is where the growth gold lies.See omnystudio.com/listener for privacy information.
Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach. Topics covered: [01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims[03:00] The case for focusing on distinctiveness in marketing[06:00] Why differentiation gives brands resilience and pricing power[09:00] How category dynamics impact strategy importance[12:30] The role of distinctiveness in TV advertising effectiveness[19:00] Examples of brands excelling at distinctiveness vs differentiation To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Is your doctor also a dentist and a gynaecologist? No. Then why are you expecting one person to do both sales and marketing? We're back with one of your all-time favourite guests, Julia Ewert, sales expert and straight-talking legend. Her last episode on discovery calls cracked the top three most downloaded this quarter, so naturally, we had to have her back. In this episode, we break down the eternal debate: Sales vs. Marketing, what's the difference, where they overlap, and why lumping them together is burning people out and breaking businesses. We talk about what happens when you hire a sales rep before you've done the hard yards yourself, the rise (and fall) of the million-dollar marketing funnel, and the one thing Julia thinks is a complete waste of $100K (spoiler: it's not Facebook ads). Mia shares a truly disastrous discovery call experience and why it was the best thing that never happened.
Why staying small isn't "playing small" (and might be the smarter move). In this episode of Got Marketing?, Mia sits down with Maggie Patterson, founder of BS-Free Business and longtime truth-teller in the online business space. Maggie's new book, Staying Solo, is a guide for service providers who are done with hustle, hype, and the pressure to scale. Together, they unpack why “just hire a team” is not always the answer, the sneaky guru tactics to watch out for, and how service-based business owners can build sustainable, profitable models that leave room for boundaries, capacity, and actual life. If you've ever felt like small = failure, this conversation will flip the script.
This candidate is campaigning like a marketer—and it's working. In this episode of Got Marketing?, Mia sits down with Phil Scott, a community independent running for federal office in the NT, to unpack what it actually takes to build a grassroots campaign that works. No party machine, no spin—just bold strategy, radical trust, and a whole lot of door knocking. From kitchen table conversations to joyful viral videos, this episode is a behind-the-scenes look at how good marketing principles are being used to rewrite the rules of modern campaigning. If you've ever wondered what a marketing-first approach to politics could look like—or how real listening builds real momentum—this conversation will fire you up.
Too many small businesses are stuck using marketing tactics that expired years ago. In this episode of Got Marketing?, we're diving into the tactics that just aren't cutting it in 2025, why they're failing small businesses, and what to do instead. From one-to-many offers that flop to clickbait email subject lines, Mia has laid it out and shows you how to build trust, demand, and results in today's landscape. If your marketing is failing to pay off in sales and revenue, this episode is your invitation to stop playing catchup and start doing what actually works.
Weiter geht's in der neusten Folge unseres Podcasts CXEinfachMachen – diesmal mit einem Blick auf die Zukunft der Marktforschung. Zu Gast ist Dr. Tizian Bonus, Chief Revenue Officer bei Appinio. Gemeinsam sprechen wir über die größten Herausforderungen der Branche – von ineffizienten Methoden über mangelnde Aussagekraft bis hin zu disruptiven Technologien wie AI. Tizian zeigt, warum klassische Ansätze wie der AIDA-Funnel oder veraltete Zielgruppensegmentierungen nicht mehr ausreichen – und wie moderne, psychologisch fundierte Methoden nicht nur präziser, sondern auch deutlich handlungsrelevanter sind. Mit im Gepäck: Einblicke in Konzepte wie Mental Market Share, Psychographics und Marketing Science à la Byron Sharp & Jenni Romaniuk – plus viele praxisnahe Beispiele, wie Appinio Forschung neu denkt. Ganz viel Spaß beim Reinhören, Tizian, Sebastian & Lukas Tizian Bonus: https://www.linkedin.com/in/dr-tizian-bonus/ CXEinfachMachen Academy: https://cxeinfachmachen-academy.mymemberspot.de/ CXEinfachMachen: www.cxeinfachmachen.de Sebastian: https://www.linkedin.com/in/sebastian-syperek-57b6aa19/ Lukas: https://www.linkedin.com/in/lukas-kauderer-a18473112/ CX fit Academy: https://www.cx-fit.com CXEinfachMachen - ein Podcast von Lukas Kauderer (CEO licili) und Sebastian Syperek (Principal UX Research - Kaiser X Labs. A company of Allianz) rund um den Bereich der Customer Experience, Marktforschung und dem Produktmanagement. In 30 - 45 Minütigen Podcast-Folgen sprechen die beiden über grundlegenden Themen rund um das Thema Kundenorientierung, zeigen Tools und Methoden des Customer Experience auf und erzählen über Ihre eigenen Erfahrungen.
Discounting is a terrible business strategy. There I said it. Now let me prove it. Many small business owners, especially service providers, fall into the trap of discounting because they lack strong marketing. But discounting should be a deliberate strategy—not a crutch.In this episode of Got Marketing?, we're unpacking why discounting is not the move, why it attracts the wrong customers, and how pricing can be used as a powerful positioning tool instead.If you've ever considered slashing your prices to attract new customers, this episode is your sign to stop and rethink your approach.
In this candid conversation, Louis Grenier breaks down his book Stand the F*ck Out and shares his practical four-part marketing framework: insight foraging, unique positioning, distinctive branding, and continuous reach. While tools and tactics evolve, he argues that marketing fundamentals remain unchanged. Grenier passionately challenges marketing myths (especially the idea of "category creation") and emphasizes what really matters: identifying and solving those customer struggles that everyone else is ignoring. Louis Grenier is a recovering Frenchman who helps marketers—folks working in digital, creative services, advertising, consulting, or PR—stand the f*ck out without selling their soul. He's been living in Dublin, Ireland, for more than a decade. He fell in love with marketing when he was 18-19 after reading the book Petit traité de manipulation à l'usage des honnêtes gens, which is basically the French version of Influence: The Psychology of Persuasion. He prefers taking his coffee at home, in his garden office. His recommended reads are How Brands Grow and How Brands Grow Part Two by Byron Sharp at the Ehrenberg-Bass Institute: https://marketingscience.info/books/ Connect with Louis Grenier on LinkedIn: https://ie.linkedin.com/in/louisgrenier If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/
Jindřich Fáborský je founder Marketing Festivalu, projektov Digisemestr a Hack Your Way či motorkárskeho média Jednoustopou. Prezradil, ako sa mu darí žiť v prítomnosti a zvládať multitasking. Hoci o tom ani len netušil, tak trošku tiež môže za vznik nášho podcastu. A podarilo sa nám rozlúštiť dilemu Sharp verzus Ritson?Čo sa v epizóde dozviete:Prečo je AI revolučnou silou pre marketing a podnikanie?Ako firmy pristupujú k tvorbe stratégie a prečo stratégiu nemá až 90% z nich? Má strategická časť marketingu stále zmysel? Aký vplyv mal na Jindřicha osobný kontakt s marketingovými velikánmi, ako Mark Ritson a Byron Sharp?Prečo Jindřich začal s Marketing Festivalom a kto je jeho “drzým bratom”? Lístky na Legal Tech Forum s témou Expanzia e-commerce: Právna stratégia pre zahraničné škálovanie, ktoré sa bude konať 10.4.2025, zakúpite tu.RITSON VS. SHARP: Odlišné světy marketinguJindřich Fáborský je founder Marketing Festivalu, projektů Digisemestr a Hack Your Way či motorkářského média Jednoustopou. Prozradil, jak se mu daří žít v přítomnosti a zvládat multitasking. Přestože o tom ani jen netušil, tak trošku také může za vznik našeho podcastu. A podařilo se nám rozluštit dilema Sharp versus Ritson?Co se v epizodě dozvíte:Proč je AI revoluční silou pro marketing a podnikání?Jak firmy přistupují k tvorbě strategie a proč strategii nemá až 90% z nich? Má strategická část marketingu stále smysl?Jaký vliv měl na Jindřicha osobní kontakt s marketingovými velikány, jako Mark Ritson a Byron Sharp?Proč Jindřich začal s Marketing Festivalem a kdo je jeho „drzým bratrem“?
How do businesses grow in an ever-changing market landscape? How can marketers apply evidence-based insights to drive success? We put world-leading marketing expert, Professor Byron Sharp, Director, Ehrenberg-Bass Institute, University of South Australia, in the hot seat. Speaking to David Kelly, Executive Director of the British Chamber of Commerce Singapore, Byron shares his ground-breaking research on how brands grow, the power of evidence-based marketing, and why many traditional marketing beliefs are myths. He also discusses the upcoming "How Brands Grow Live!" executive development program in Singapore, designed to help businesses translate marketing science into real-world growth strategies. Professor Byron Sharp is the author of How Brands Grow and How Brands Grow 2, two of the most influential marketing books of our time. He leads the Ehrenberg-Bass institute, one of the world's top research centres in marketing science, which advises global corporations like Coca-Cola, Procter & Gamble, and General Motors.Join other leading marketing and business professionals and learn directly from Professor Byron Sharp in the"How Brands Grow Live!" masterclass. Happening in Singapore from April 7-10, register here: https://marketingscience.info/apply-for-how-brands-grow-for-executives/
In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear.Key topics include:The Role of Media Synergies and Complementarity: Felipe explains why combining media channels isn't just about reach but about leveraging their unique functionalities to achieve business outcomes.Challenging Established Marketing Theories: Hear why Felipe's data-driven research calls into question some widely accepted marketing principles, including those inspired by Byron Sharp.AI and the Marketplace: Discover how artificial intelligence is not just transforming how marketers create campaigns but fundamentally changing how consumers buy and engage with products.Campaign Effectiveness: Learn why only 1% of campaigns deliver exceptional results and how most fall short, along with strategies to break out of mediocrity.Understanding Consumer Journeys: Felipe reveals insights from analysing over a million customer journeys, showing how different channels impact people based on their decision-making tendencies.If you're a marketer seeking an edge, this episode offers practical advice, evidence-backed insights, and a glimpse into the future of marketing. Whether you're in brand management, media planning, or digital marketing, this conversation is your roadmap to outperforming the competition. Access the paper here https://papers.ssrn.com/sol3/papers.cfm?abstract_id=383662100:42 Early Life and Career Path02:37 Research Focus and Government Work03:47 Marketing Insights and Strategies04:20 The Power and Complexity of Marketing08:00 Brand Awareness and Decay10:06 Research and Publications11:04 Challenging Established Marketing Theories18:54 Campaign Efficiency and Optimization27:38 The Client-Agency Dynamic28:03 Oversimplification in Media Planning28:25 The Importance of Honest Conversations29:08 Channel Selection and Audience Targeting30:09 Understanding Media Functionality31:38 The Role of Different Channels36:16 Avoiding the Scattergun Approach39:07 Analyzing Media Strategies42:21 Opportunities in Media Pricing53:44 Future of Marketing and AI Hosted on Acast. See acast.com/privacy for more information.
In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy. We hope you enjoy listening to this episode! Our Guest: Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/ Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research Author of How Brands Grow I & II Textbook Marketing: Theory, Evidence & Practice 90+ Journal articles Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Follow Our Updates: Timestamps: 00:00 Introduction to Marketing Resolutions 02:53 Byron Sharp's Journey in Marketing Science 05:57 The Punk Rock Nature of Marketing Science 08:48 Consumer Behavior: The Weirdness of the Market 11:53 Rethinking Brand Loyalty and Customer Acquisition 15:10 The Importance of Mental Availability 18:00 Segmentation Strategies in Marketing 20:47 Assessing Metrics for Performance Tracking 38:42 Reassessing Metrics for Performance Measurement 41:25 Understanding Mental vs. Physical Availability 45:21 The Importance of Distinctive Brand Assets 47:12 Rethinking the Consumer Purchase Funnel 51:39 How Brands Go Live: A New Approach 56:54 Post-Pod with V& Marc Key Takeaways
Marketing scientist Carl Driesener joins the show for a mini-masterclass on brand growth based on research insights from the Ehrenberg Bass Institute, where he is an associate professor. He and Itir cover how brand equity should be measured through consumer research and category entry points, the benefits of the "pick any" method for measuring brand image, why brand loyalty is often overstated, and the real source of brand growth. The discussion covers topics like pricing power, mental and physical availability in marketing, and the importance of maintaining presence in both digital and physical retail environments. By the end, some marketing myths will be busted, and closely held assumptions challenged! Carl Driesener has been at the Ehrenberg-Bass institute for over 15 years. He manages the Institute's in-house tracking capabilities project and has conducted significant brand equity tracker and bespoke market research projects for a wide range of industries including packaged goods, financial services, IT and telecommunications, real estate, primary production suppliers, government departments, education and research, and grocery products. His earlier research compared three different methods for measuring brand image and he has published in this area in the International Journal of Market Research. He has driven the Ehrenberg-Bass Institute's commercial activities in the area of understanding the competitive set through NBD-Dirichlet and Duplication of Purchase analysis. Carl's core areas of research expertise include buyer behavior, market modeling, and internet research. He has published in the Journal of Advertising Research, Marketing Intelligence and Planning, Journal of Business Research and the Journal of Brand Management. Carl recommends the coffee at West Oak Deli in Adelaide (https://www.instagram.com/westoakhotel/?hl=en). His suggested books are How Brands Grow by Byron Sharp and Daniel May (https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/1511383933) and Oliver Burkeman's Four Thousand Weeks: Time Management for Mortals (https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/0374159122). Connect with Carl on LinkedIn at https://www.linkedin.com/in/drcarldriesener?originalSubdomain=au If you have any questions about brands and marketing, connect with Itir Eraslan on LinkedIn: https://www.linkedin.com/in/itireraslan/
Join hosts Jacob Cass and Matt Davies as they highlight the best insights from 2024's top branding experts on Just Branding. This episode features the brightest minds, including Byron Sharp, Andy Raskin, Alex Smith, Alexandra Watkins, Tom Roach, Nick Asbury, Maria Brasil, and more. From brand positioning models to strategic narratives, purpose-driven branding, and the future of strategy, we explore actionable advice and thought-provoking ideas to help you grow your brand. Discover: • Differentiation vs. distinctiveness • Humour in branding • Brand naming secrets • Streamlined strategy frameworks Whether you're a strategist, designer, or brand leader, this “best of” episode distills the key themes that shaped branding in 2024. Tune in and get inspired!
In this Checkout episode, we sit down with Lauren French, head of Motto Fashions. Lauren shares her most unusual online purchase—a car with no key— her admiration for Aussie bag brand Bon Maxie's clever UX design and lets us in on the tools she swears by, including Dashlane, the password manager that saved Motto from a cyberattack. She reveals how How Brands Grow by Byron Sharp changed the way she thinks about customer acquisition, and opens up about the challenge of adding structure to her fast-growing fashion empire.Check out our full-length interview with Lauren French here:How Live Streaming Saved This 40-Year Fashion Brand: Lauren French Talks Bold Moves Behind Motto's Growth | #459 This episode was brought to you by:Deliver In PersonShopify PlusAbout your guest:Lauren French is the driving force behind Motto Fashions, a renowned Australian brand that has been empowering women over 40 with bold, versatile style for over 40 years. Since taking the helm, Lauren has transformed the family business into an ecommerce success story, leading to a staggering 127% growth in just 12 months. With features in 7News, The Audacious Agency and Medium, she's also caught the attention of high-profile influencers, including comedian Julia Morris. Recently ranked 21st in Smart Company's Smart50 Awards 2023, Lauren's innovative use of live-stream shopping and hero products has made Motto a standout in the fashion world.About your host:Nathan Bush is the host of the Add To Cart podcast and a leading eCommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia's Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email. Hosted on Acast. See acast.com/privacy for more information.
In this Checkout episode, we chat to Anaita Szarkar from Hero Packaging as she bears all about the realities of scaling a business as she sets her sights on cracking the US market. From her bizarre purchase of a haunted talking doll to mastering SEMrush for tracking organic growth, Anaita offers an honest and practical look into the world of business, personal branding, and customer experience. She name-drops the brands that inspire her, including Nakey, FAYT the Label and Jolie Skin, and reveals her obsession with How Brands Grow by Byron Sharp.Check out our full-length interview here:Real Ecommerce Talk: Success, Failure and Not Giving a F*ck with Anaita Sarkar | #441This episode was brought to you by:Deliver In PersonShopify PlusAbout your guest:Anaita is the Co-Founder and CEO of Hero Packaging, author, keynote speaker, business advisor, and guest lecturer at Macquarie University and UNSW. She is also the founder and author of Sell Anything Online, a marketing company. She has written two business books, the most recent one is titled How to Sell Anything Online which has become an Amazon bestseller in the Business category. On a daily basis, she provides free marketing and business tips on TikTok and Instagram where she has now amassed over 340,000 followers across both platforms. She also works with global tech companies like Google, TikTok, HubSpot, Linktree, Adobe for their content marketing strategy. As a speaker, she has delivered talks to thousands of business owners and marketing students, with a focus on marketing strategies, small business growth and personal branding. About your host:Nathan Bush is the host of the Add To Cart podcast and a leading eCommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia's Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.Please contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart better Hosted on Acast. See acast.com/privacy for more information.
Associate Professor Felipe Thomaz, of University of Oxford's Saïd Business School, suggests Professor Byron Sharp's best known book, How Brands Grow, is a misnomer – it's actually about how big brands keep big marketshare, not how they got there. He also says it's based on flaws within Andrew Ehrenberg's earlier work, primarily static markets and a requirement not to differentiate. Thomaz suggests that's why big FMCG firms adhering to those rules were caught napping by more nimble differentiated start-ups. Reach “sufficiency”, or optimising media for reach, no longer works, he suggests, because all reach is not equal – and reach alone doesn't deliver business outcomes. “There is a missing dimension,” per Thomaz. He's out to prove it with a peer-reviewed paper that analyses 1,000 campaigns and a million customer journeys via Kantar and WPP. The upshot? “None of it holds … I'm seeing that 1 per cent of campaigns are actually getting exceptional money, while the vast majority are choosing to get some really mediocre outcomes.” That's partly because audience reach doesn't account for their ability to be influenced - and different media, different categories and consumer types have varying degrees of impact in different moments. Reach, he says, is proving a misleading media proxy for business impact - the variances of consumer receptivity to switching is different by category. Personal care, for instance, has less consumer preparedness to trial alternatives once they've established their preference - they're harder to “manipulate”, Thomas posits, but some media channel characteristics stand a better chance. TV versus influencers in lower funnel strategies will likely surprise many. Which has knock-on impacts on channel effectiveness and weighting. Thomaz says that's good news for media owners – if they can stop selling on impressions and start selling on functionality. “For some categories, there might be a premium they can charge.” The need to reach all potential buyers in the category, he says, “has not changed in the least … Reach is important, and you still need that scale. However, you also need [to optimise to] the business outcome. But he still thinks it's “really bad to waste your money on people who will never buy you”. In short: “If you're managing your company's marketing on simplistic and reductive laws, you might want to revisit those, because you're leaving money on the table or leaving yourself open to very simple counter-plays. It's dangerous.”See omnystudio.com/listener for privacy information.
In response to the closure of several high profile loyalty programs and criticism from authors like Byron Sharp, we explore the case for loyalty backed with evidence. With special guests, Tom Hill, Jessie Stuart, Dicken Doe and Phil Gunter.
Send us a textUnlock the secrets to boosting your business visibility and revenue with insights from Andrew Holland, Director of SEO at JBH, on this riveting episode of SEO 911. You'll learn how Andrew's unique journey from covert policing to leading SEO strategies can transform your approach to digital marketing. Discover how his experience with entity-based search engines in law enforcement laid the foundation for his innovative methods in SEO and digital PR, which can propel your brand to new heights.Ever wondered how the principles of law enforcement can intersect with SEO strategy? Join us as we explore this fascinating confluence, emphasizing the critical roles of content creation and accurate information reporting. Drawing from Byron Sharp's "How Brands Grow," we delve into the significance of mental and physical availability in brand growth, and how JBH's SEO department is leveraging these principles to drive results. Andrew shares valuable tips on content promotion and the challenges he navigated during the financial crisis of 2008, providing a roadmap for enduring success in digital marketing.Ready to maximize your revenue potential? We'll guide you through the immense possibilities of effective SEO strategies, including ranking for buyer intent keywords and creating engaging stories that earn high-quality backlinks. Listen to real-world examples and case studies that illustrate how committed SEO efforts can enhance online presence and drive substantial growth. Plus, get a sneak peek into SEOcon Forum Bali, where industry leaders will share the latest advancements and opportunities in SEO. Tune in for an episode packed with actionable insights to elevate your business through digital PR and SEO.SECURE YOUR SPOT AT SEOCon Forum Bali 2024 NOW! — https://share.seocon.id/seo911ep6 SECURE YOUR SPOT AT SEOCon Forum Bali 2024 NOW! — https://share.seocon.id/seo911
Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.Topics covered: [03:00] The problem with marketing effectiveness metrics[07:30] How Brands Grow and its impact on marketing[11:30] Why luxury brands follow the same rules as mass-market brands[16:00] The current state of marketing research[22:00] American marketing's reputation for insularity[25:30] The future of TV advertising and streaming[28:00] Mental vs physical availability in marketing To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: How Brands Grow by Byron Sharp: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560Get more research-backed marketing strategies by subscribing to The Marketing Architects Podcast on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.Topics covered: [03:00] The problem with marketing effectiveness metrics[07:30] How Brands Grow and its impact on marketing[11:30] Why luxury brands follow the same rules as mass-market brands[16:00] The current state of marketing research[22:00] American marketing's reputation for insularity[25:30] The future of TV advertising and streaming[28:00] Mental vs physical availability in marketing To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:How Brands Grow by Byron Sharp: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560Get more research-backed marketing strategies by subscribing to The Marketing Architects Podcast on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Markenkraft - Der Podcast über Markenführung und Markenforschung
Jenni Romaniuk is a Research professor International Director of the Ehrenberg Bass Institute of the University of South Australia. The EBI Institute is the largest marketing research center in the world, busting pseudo science and marketing myths. They showed with empirical research that brands need to be brain friendly - meaning that we need to take the function of perception, memory and retrieval as a basis to think about how we can make brands grow. They urged marketers to focus on attracting light category buyers, showed them that greater loyalty amongst heavy users doesn't necessarily translate into market success, created the controversy with stating that distinctiveness trumps differentiation, and even more provocatively, that behavior drives perception, not the other way around. She wrote three highly influential books: “How Brands Grow Part 2”- coauthored with Byron Sharp, “Building distinctive Brand Assets and her newest “Better Brand Health”, is one of the leading researchers on brand equity, advertising effectiveness, distinctive brand assets, word of mouth, loyalty and brand growth and pioneered Mental Availability measurement and metrics.
Brace yourselves. This week, we're covering a highly debated marketing topic: targeting strategy. Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting. Topics covered: [01:30] Mark Ritson vs Byron Sharp on targeting[02:30] The cost of broad targeting[08:00] Brand vs performance marketing[12:00] Types of targeting for connected TV[15:45] Targeting on CTV vs digital advertising[17:30] Fees behind third-party targeting[19:30] How machine learning can help solve targeting To learn more, visit marketingarchitects.com/podcast Resources: 2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success. Topics covered: [00:40] “Marketers' Intuitions About the Sales Effectiveness of Advertisements”[01:00] Predicting effective ads is no better than random chance[04:25] Intuition versus analytics[05:45] The horse racing metaphor[06:25] Pushback for CMOs[07:40] The importance of pretesting To learn more, visit marketingarchitects.com/podcast Resources: Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 177-194. http://dx.doi.org/10.1561/107.00000034 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
This episode explores the critical factors that define market leadership, from being first in a category to leveraging innovation and strategic marketing. Hear from experts like David Aaker, Mark Ritson, and Byron Sharp on how top brands maintain dominance and why small brands face uphill battles. Discover actionable insights on standing out, staying top of mind, and converting prospects into loyal customers.[00:00:00] Intro: Winning in B2B SaaS[00:01:23] David Aaker on Market Stability[00:03:00] Mark Ritson: Challenges for Small Brands[00:04:08] Byron Sharp's Law of Double Jeopardy[00:06:30] The Importance of Mental Availability[00:09:30] Innovation vs. Excess Share of Voice[00:12:15] Case Study: Monday.com's Marketing Spend[00:17:08] LG's Failed Market Strategy[00:19:00] Creating a Unique Market Position[00:22:00] Staying Top of Mind Strategically[00:25:39] Creative Low-Cost Marketing Tactics[00:30:00] Outro: Key TakeawaysMy links:X: https://twitter.com/peeplajaLinkedIn: https://www.linkedin.com/in/peeplaja/Personal site: https://peeplaja.com/Wynter: https://wynter.com/Speero: https://speero.com/CXL: https://cxl.com/
Welcome to this insightful episode where we dive deep into the world of marketing science with Professor Byron Sharp. Discover how brands grow and what marketers often overlook in their strategies.
This year marks 5 years since our maiden episode launched in 2019. And to celebrate Call to Action® turning 5, we've asked the …Gasp! team to rummage through all 130 episodes to re release some of their favourites. In June 2020, we cast a net off the coast of Adelaide and caught one of the globe's greatest researchers, Jenni Romaniuk, for her first of two Call to Action® appearances. Jenni is a Research Professor at the conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world's biggest brands. She's also authored what's now a trilogy of true industry bibles; How Brands Grow 2, Building Distinctive Brand Assets, and Better Brand Health. In one of our most listened to episodes of all time, you can hear all about Jenni's first job as a talented mixologist, how to build mental availability, context, memory, metrics, and more. If you work for a company with a brand logo, font or colour scheme, this episode is as close to essential listening as you're going to get to understand how to build, measure, manage and, crucially, protect distinctive brand assets. Feel better about marketing with Episode 39 of Call to Action® with Professor Jenni Romaniuk. ///// Follow Jenni on LinkedIn. If you haven't already, you'd be a fool not to fill your ear canals up with Jenni's second cameo on Call To Action®, here. And check out her books; Building Distinctive Brand Assets, How Brands Grow Part 2, and Better Brand Health. Timestamps (01:55) - Quick fire questions (04:30) - First job behind the bar at a football club (07:00) - Getting a phone call from Byron Sharp and landing a job at EBI (12:30) - How Brands Grow 2 and Building Distinctive Brand Assets (17:05) - How to build mental availability (24:10) - The link between context and memory (31:25) - Best practices for managing and measuring distinctive assets (45:35) - Listener questions (52:40) - 4 pertinent posers Jenni's book recommendation is: A Scandalous Life by Mary S. Lovell /////
In this thought-provoking episode of JUST Branding, we're thrilled to host Professor Byron Sharp, a leading figure in marketing science and the Director of the Ehrenberg-Bass Institute, the world's premier center for marketing research. Byron, renowned for his groundbreaking book "How Brands Grow," which has significantly influenced the marketing sphere over the last decade, joins us to unravel the scientific principles behind brand growth. Our conversation kicks off with Byron's inspiration for exploring consumer buying behavior and brand expansion, setting the stage for an enlightening discussion on the essence of his work. Delving into "How Brands Grow," Byron sheds light on the book's key insights, including the pivotal concepts of Mental & Physical availability, the synergy between Distinctiveness and Differentiation, and the power of distinctive brand assets in forging lasting brand memories. Tackling prevalent myths in brand growth, such as the overemphasis on brand loyalty and the crucial need for broad market reach, Byron emphasizes the role of continuous brand exposure in shaping consumer preferences. He offers practical advice on how listeners can apply these insights, highlighting the balance between innovation and consistency in brand strategy. For designers, Byron discusses the creation and rapid adoption of distinctive brand assets, providing a blueprint for branding success. Tune in for an episode packed with invaluable insights for growing better, more recognizable brands, based on rigorous scientific research.
Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention. This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance. Topics covered: [01:00] New attention metrics go beyond viewability and impressions[03:30] The problem with attention metrics[07:00] Byron Sharp's perspective on attention[08:30] How 3M developed eye-tracking technology[13:00] How attention metrics inform TV performance[15:00] How viewing context and lack of standards make attention challenging for marketersTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 MarketingBrew Article: https://www.marketingbrew.com/stories/why-advertisers-are-excited-about-attention-metrics2023 MediaPost Article: https://www.mediapost.com/publications/article/391258/hey-there-attention-metrics-stifled-by-lack-of-re.html2022 The Media Leader Article: https://the-media-leader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices
In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices
In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices
In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices
My guest today is Stef Hamerlinck! Stef Hamerlinck is a brand strategist and designer, and a brand-builder at Alan. In his day-to-day job, he runs his own branding studio with a wide variety of international clients in the CPG and lifestyle spaces. His podcast 'Let's Talk Branding' is a critical exploration of all things 'brand'. It features weekly interviews with industry leaders such as Byron Sharp, Phil Barden, and many more experts and has become a staple for brand builders. Stef has an outspoken voice in the branding industry, with appearances on Chris Do's 'The Futur', ‘Just Branding', and many more. 00:00 - Intro 0:14 - Brand building and strategy with a brand strategist 5:30 - B2B brand building and its complexities 10:07 - Branding for B2B companies 16:28 - B2B marketing strategies and differentiation 22:30 - Marketing strategies for small businesses 28:20 - Marketing strategies for small businesses 36:01 - Podcasting, branding, and content creation strategies 41:34 - B2B branding and marketing strategies Follow Stef using these links: Website: letstalkbranding.com YouTube: https://www.youtube.com/channel/UCPKxzVyOVf_KxS2Ep1LcJog Subscribe to FUNKY MARKETING: BOLD STRATEGIES FOR B2B GROWTH AND REVENUE on any podcast platform and drop a question here in the comments. Website: https://www.funkymarketing.net/funky-marketing-show/ Apple: https://podcasts.apple.com/us/podcast/funky-marketing-bold-strategies-for-b2b-growth-and-revenue/id1501543408?uo=4 Spotify: https://open.spotify.com/show/136A3zxZ5JYCukvphVP56M YouTube: https://www.youtube.com/@funky_marketing And if you need help, check out the Funky Marketing Pricing page: https://www.funkymarketing.net/pricing/ --- Send in a voice message: https://podcasters.spotify.com/pod/show/funky-marketing/message
Edlynne Laryea, Head of Industry, CPG Food and Beverage at Meta, hosts this episode as we delve into the complexities of marketing strategy with Byron Sharp, Professor of Marketing Science and Director of the Ehrenberg-Bass Institute, University of South Australia. Key Takeaways: (02:34) Attention as a questionable metric in advertising. (03:27) The significance of fleeting ad exposure. (04:24) Short ads can be effective. (04:40) Long-term impact of advertising over immediate sales. (07:45) Overlapping mental and physical availability for brands. (08:39) Frequent, concentrated ad exposure strategy. (13:32) Poorly-targeted advertising. (16:12) The need for more creativity in advertising. (17:30) AI's potential role in marketing. (19:17) Advertising as a long-term investment, especially during recessions. (23:45) Advice for marketers: Be open-minded and skeptical. Keep up with the latest from Meta's Business Engineering Team by following us on Medium. Resources Mentioned: ”How Brands Grow: What Marketers Don't Know” by Byron Sharp #innovation #technology #genz #metaverse #socialmedia #socialmediamarketing
In this episode of the Brand Gravity Show, we dive into the world of branding with the remarkable Ethan Decker, Ph.D. As a brand strategist and marketing expert for over 15 years, he's the bridge between science and creativity, debunking myths and revealing the secrets of successful brand growth. From the "banana curve" to brand loyalty, and repertoire buying to unconventional levers, we challenge conventional wisdom in branding.But that's not all—Ethan also redefines the concept of brand purpose and shares insights on building a business case for the brand in the age of performance marketing. With a background in urban ecology and a knack for marketing, Ethan offers a unique perspective that's a must-listen for aspiring brand strategists and entrepreneurs alike. So, join us as we unravel the mysteries of branding with the "Doctor of Brand Growth," Ethan Decker. You won't want to miss it!We talk about:[0:00] Intro[04:02] Deciphering brand growth: laws vs. levers[05:29] The banana curve[07:34] The myth of brand loyalty[09:05] Repertoire buying[10:49] Rethinking brand strategy[14:52] Deconstructing brand purpose[18:08] Unconventional brand levers[20:56] Common brand-building myths[27:16] Shifting the marketing paradigm[29:51] Advice for aspiring brand strategists[34:13] Where to find Ethan[35:04] Ethan's actionable advice to entrepreneursConnect with Ethan here:https://appliedbrandscience.comMentions:Ehrenberg-Bass Institute: https://www.marketingscience.info/about-us/How Brands Grow by Byron Sharp: http://marketinglawsofgrowth.com/index.htmlLes Benet & Peter FieldMini MBA: https://mba.marketingweek.com/Mark Ritson:https://www.marketingritson.com/Connect with Kaye here:Brand Personality Quiz: https://www.kayeputnam.com/brandality-quiz/https://www.youtube.com/user/marketingkayehttps://www.facebook.com/marketingkaye/https://www.kayeputnam.com/https://www.kayeputnam.com/brand-clarity-collective/
Welcome to The Nonlinear Library, where we use Text-to-Speech software to convert the best writing from the Rationalist and EA communities into audio. This is: The cost of (not) taking marketing seriously, published by James Odene [User-Friendly] on August 11, 2023 on The Effective Altruism Forum. TLDR: EA organisations are forfeiting impact if they don't take marketing seriously. User-friendly are offering a free and friendly 'sense-check' consultancy call to all EA-aligned organisations. Email Letstalk@userfriendly.org.uk to enquire. Introduction By not properly addressing the role of marketing in the effective altruism movement, there is substantial impact being forfeited; potentially ~20% impact loss, though in some cases, likely even more. Our efforts, no matter how rational or impact-seeking, can only create the desired change if they are effectively communicated and disseminated to our intended audience. Marketing provides us with the tools to bridge the gap between intention and action, between knowledge and support, and between ideas and real-world impact. If we continue to communicate without adequate marketing consideration, we are consistently short-changing our impact. The effective altruist approach is highly analytical. Due to this, we often assume that our intended audience won't be impacted by marketing, however, everyone is (yes, even you are) impacted by aesthetic, by language choice, by an interface and experience quality. You may not think of your organisation as a 'brand' with a 'customer-base' trying to 'sell', but you are still beholden to all the same rules that consumer facing brands are as these are derived from human-nature and our shared (biassed) psychology. Below I will highlight some key research and how EA organisations can take advantage of the findings. 5 key pieces of research on why marketing matters; "The Long and Short of It" by Les Binet and Peter Field: This influential research study analysed over 1,400 advertising campaigns and demonstrated the importance of long-term brand building and balancing it with short-term activation. The findings indicate that organisations that invest in long-term brand building experience significant increases in brand-related key performance indicators, market share growth, and profitability. How can EA organisations benefit from this: Firstly, it's important to note that most organisations don't have a marketing budget - so this is step one. What this should be will vary for each organisation, but I would expect a rough gauge of 10-30% of your annual budget to be on marketing. For companies that allocate 60% or more of their marketing budget to long-term brand building activities achieve a 140% increase in brand-related metrics. Additionally, organisations that strike the right balance between long-term and short-term campaigns experience 2.5x higher market share growth and 3x higher profitability growth compared to those with an unbalanced approach. For EA organisations, this could translate into higher donation volumes, fellowship applications or related organisational objectives. Even less directly public-facing organisations will rely on long-term brand building as without being known or being salient, the organisation objectives will suffer no matter how effective your core work is. "How Brands Grow" by Byron Sharp and the Ehrenberg Bass Institute: Sharp's research challenges traditional marketing assumptions and provides evidence-based insights into brand growth and audience behaviour. The study emphasises the significance of reaching a broad audience and creating strong mental availability through consistent and distinctive branding. The research findings indicate that organisations focusing on broadening their audience base can achieve a 60% to 80% increase in brand penetration and a 25% to 50% increase in market share. Moreover, improving mental availability through consistent and distinctive branding contributes to a 10% to 25% increase in m...
What an amazing book
Marketing science is punk… It's anti-establishment.It challenges the stories marketers tell themselves and pursues the empirical truths of the craft.Byron Sharp and the Ehrenberg-Bass Institute champion this thinking.They carry the torch for evidence-based marketing and continue to make discoveries that push marketers to become more scientific and greater skeptics of the world around us.If you're unfamiliar with Byron, he's the Director and Leading Researcher of the Ehrenberg-Bass Institute, the world's largest center for marketing research. His books How Brands Grow Parts 1 and 2 are foundational tools for any marketer, and the work coming out of Adelaide, Australia, is drastically changing the world of marketing and advertising.Tune in as we discuss the role of marketing science, concepts like test and learn, and what it takes to be evidence-based rather than “data-driven.” Links Connect with Byron: here Connect with us: here Buy his book: here Win a Crowbar to break into advertising: here --- Send in a voice message: https://podcasters.spotify.com/pod/show/breakenter/message Support this podcast: https://podcasters.spotify.com/pod/show/breakenter/support
Marketing is often thought of as a creative field, in part because it leans into the art of negotiation to sell a product, but it must be done with rigor. In this episode, we explore that rigorous side of marketing, and the research that should shape its decisions, with Marketing Science research professor and Director of the Ehrenberg-Bass Institute, Byron Sharp.Naturally curious and a lover of history, Byron sprinkles nuggets of real world truths, as he explains how marketing research is not geeky mathematics or engineering, but the observation of real people and their reaction to what they desire or require.Marketing science is at its core punk, or anti-establishment, and because of this Byron challenges any purist academic to ‘get out of the lab' and the marketing bubble, and into the real world. There you must put aside your assumptions about what works based on isolated cases, or personal passions, and any snobbery you may hold about unglamourous categories, and seek out the patterns that form evidence. “Look and you will see,” Byron says, because most people don't bother to really look.Through evidence, and a methodical approach to separating what works and what doesn't, guardrails for marketing become evident; guardrails, Byron says, that allow you the freedom to be more creative within a framework of success. Jo and Byron also discuss how making people things they want to buy, and making profit from this – in essence, the marketing economy - is not a shameful thing. And while we all want the world to be a better place, marketers must make decisions based on the logic of human behavior, and treat their brand's budgets with measured discipline. --To look outside, Byron places himself literally in a different environment. Particularly if he is doing work that requires sustained deep thinking, lifting his head from the computer or walking out of the office and seeing something exciting and new can make it easier to think more creatively. This can be working out of a different location, going into a foreign supermarket or catching public transport ... the key is to leave your everyday environment and be open to surprise.--Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute – the world's largest centre for research into marketing. Byron calls himself an old-fashioned scientist (known for research that seeks to discover and describe law-like patterns) who studies a 'new' area – marketing (buying behaviour and brand competition).His first book How Brands Grow: what marketers don't know has been called one of the most influential marketing books of the past decade (Warc, 2015) and was voted marketing book of the year by AdAge readers. In 2015 he published the follow-up How Brands Grow Part 2 with Professor Jenni Romaniuk. He has also written a textbook Marketing: Theory, Evidence, Practice which reflects modern knowledge about marketing and evidence-based thinking. The revised 2nd
On this episode of the Marketing Boost Solutions Podcast Meet: Josh Ramsey, Business Development Manager at ClearBrand.com From working as a stuntman on an HBO series about pirates to living with a remote community in the Amazon Jungle, Josh brings his personal stories and relatable personality to the world of Marketing. Inspired by Donald Miller, Jim Collins, Byron Sharp, and the current CEO and Founder of ClearBrand, Alexander Toth, Josh proudly shares his journey of entrepreneurship to discovering data-driven marketing and why it will give you an Edge Over Your Competitors. Sharing these truths and practical tools to help businesses thrive, learn the components of vital marketing as we dive into the truth of what really gets results with the ClearBrand marketing framework of Build Memories, Maximize Availability, and Reach The Market. Find out more about Josh and ClearBrand.com below: Website: https://clearbrand.comLinkedIn: https://www.linkedin.com/company/clearbrand-co/ Youtube: https://www.youtube.com/c/clearbrand
Byron is the author of How Brands Grow and Director of The Ehrenberg-Bass Institute for Marketing Sciences. Some refer to him as the dark lord of effectiveness. He's blunt and unapologetic. And I like that about him. He lives in a black and white world, so no apologies to those who live in the gray.
Summary:This week on How To Win: Casey Carey, CMO at Quantive and expert in B2B, e-commerce, and growth marketing. From heading up scaled marketing departments at giants like Google to helping build teams from the ground up at scrappy startups, Casey's expansive career has given him a wealth of knowledge and experience to draw on as a marketing executive. In this episode, Casey shares some of that knowledge with us as we discuss creating a culture that prioritizes learning from failure, the importance of timing, and why he believes brand investment is more important now than ever. I weigh in on hiring for cognitive ability, cultivating a learning mindset, and getting inside a buyer's consideration set.Key Points: Why do some companies win and others don't? (01:22) How does Casey recruit the best talent? (02:59) I talk about Google's people analytics with a quote from the former Senior Vice President of People Operations at Google, Laszlo Bock (04:59) How does Casey facilitate a highly collaborative, cross-functional culture? (06:48) I explore creating a learning mindset with a quote from Diaspora Ventures' Marvin Lao (09:58) Casey discusses how he cultivates a learning mindset in his teams (12:55) How do you balance the acceptance of failure with the need for quality? (15:24) I weigh in on the "fail fast, fail often" mindset with a quote from Photobox's Jody Ford (16:00) What does Casey attribute Quantive's success to? (18:32) I discuss the importance of timing and luck with a quote from Drift's David Cancel (22:48) Casey stresses the importance of finding your niche (25:40) Why does Carey think that, in B2B, branding is more important than ever? (27:10) I reflect on how to get inside a buyer's consideration set with a quote from author Byron Sharp (29:09) How do you win the brand preference war? (30:37) Wrap-up (31:28) Mentioned:Casey Carey LinkedInQuantive WebsiteQuantive LinkedInLaszlo Bock LinkedInMarvin Lao TwitterJody Ford LinkedInGeoffrey Moore WebsiteCategory creation and product-led differentiation with Drift's David CancelByron Sharp WebsiteMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL
Geoff Tanner is a passionate believer in the power of breakthrough creative. That philosophy and his passion for music lead to some of the most iconic campaigns of the past 10 years. Geoff oversees the consumer and customer experience across the commercial funnel. He has a unique perspective on the blending of sales and marketing that helped JM Smucker transform from having a “sleepy” brand portfolio to being named on Fast Company‘s list of the World's Most Innovative Companies. In this episode, Alan and Geoff discuss the key elements JM Smucker targeted to transform the brand portfolio, marketing strategy, and operating model. Geoff tells us what “The Power of One” is, the importance of household penetration and reach, and how improved metrics will impact the future of marketing and creative In this episode, you'll learn: How diverse the JM Smucker portfolio is and the impact of multiple acquisition How to maintain relevance for a brand that is over 100 years old Issues with ROI and impact measurements, and what the future may look like Key Highlights [01:30] How Geoff is giving back to his community through music [05:22] The path from rugby in New Zealand to the C Suit at JM Smucker [08:15] How the public should think about JM Smucker's portfolio [09:25] JM Smucker's transformation and new marketing model [13:15] The key elements Geoff and his team had to change to reach their goals [13:50] What is the “Power of One” and how did it impact their agency search [15:00] Identifying what was most critical to driving the business [16:10] Modernizing Meow Mix [17:45] Ludacris and Jif Peanut Butter [18:50] Facelift for Folgers [20:20] The Byron Sharp and Mark Ritson Influence [22:45] Transforming the “selling machine” [24:30] Markers of growth [27:05] The balance of reach and creative [28:25] Talk about JB Steenkamp [29:15] How getting an internship at Heinze shaped Geoff's perspective [31:25] Give back earlier and know your value [34:15] The fusion between sales and marketing [35:50] Brands Geoff has his eye on [37:05] The threats and opportunities associated with mass media measurement Resources Mentioned: Geoff Tanner J.M. Smucker Co Brand Portfolio – JIF, Folgers, Meow Mix, Milk-Bone, Smuckers, Uncrustables, and more OpeningTrack.org – Opening Track Project and partnership with Girls & Boys Club of NE Ohio Mark Smucker, CEO Smucker consolidated marketing agency relationships in 2018 with further consolidation in 2021 Meow Mix Creative Examples JIF Ludacris Creative Folger's Joan Jett Creative Mark Ritson on Marketing Today Byron Sharp on Marketing Today JB Steenkamp on Marketing Today Brand mention: Oreo – Justin Parnell on Marketing Today Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/geoff-tanner/ https://www.instagram.com/jmsmuckerco/ Connect with Marketing Today and Alan Hart: Twitter Alan B Hart - http://twitter.com/abhart LinkedIn Alan - https://www.linkedin.com/in/alanhart Twitter Marketing Today - http://twitter.com/themktgtoday Facebook Marketing Today - https://www.facebook.com/themktgtoday/ LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information.
Greg Dolan has over a decade of experience as a brand marketing executive. He co-founded Keen to give marketers a tool that could “help them make smarter decisions about how to drive their brand forward by using future-focused metrics that are directly tied to financial performance.” In this episode, Alan and Greg discuss how the work Keen is doing impacts marketing performance across the industry, what the data tells us about long help best practices, and why so many companies are working to strengthen first-party data relationships. In this episode, you'll learn: How companies should think about marketing in a downturn or recession Greg's take on the reach versus targeting debate and what the data tells us The importance of demonstrating the financial value of a marketing decision Key Highlights [01:20] Greg's other full-time job [02:50] How Greg became CEO at Keen [04:00] What Keen does [06:50] Why marketers need to look at performance across all channels [10:20] What should marketers be thinking about when operating in a down economy [15:00] Understanding the objective of the brand and how that frames decision making [15:55] What Keen is seeing with reach versus targeting [17:45] The rise of AI and machine learning in creative and marketing decision making [19:50] What the data says about the 60/40 long-term/short-term rule of thumb [22:55] How Keen is helping marketers transition from direct measurement to inference [25:45] Two examples of why you need to consider diversification in measurements [28:15] How persevering through adversity made Greg a better entrepreneur [30:00] The benefits of slowing down [31:15] Why organizations need to shift to a holistic strategic perspective [35:50] Embracing AI technology to win in the long term [36:50] The need of being able to demonstrate the financial value of marketing Resources Mentioned: Greg Dolan Keen Decision Systems Results of maintaining marketing in a downturn Byron Sharp on Marketing Today Binet & Fields, The Long and Short of It (research) Uber Ad Fraud Case covered on Marketing Today with former Uber Executive Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/gregdolan/ https://twitter.com/gdolan7473 https://twitter.com/keen_decisions Connect with Marketing Today and Alan Hart: Twitter Alan B Hart - http://twitter.com/abhart LinkedIn Alan - https://www.linkedin.com/in/alanhart Twitter Marketing Today - http://twitter.com/themktgtoday Facebook Marketing Today - https://www.facebook.com/themktgtoday/ LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information.
In this episode, we're covering the science of visibility.What goes into brand recognition? Why is visibility online so important? Are there specific things you can do you get your audience to remember your brand? Joining me for this conversation is N. Chloé Nwangwu, The Brand Scientist, a brand visibility advisor and consultant for underrecognized social impact brands and public figures. Her job is to make these brands impossible to ignore.She's advised everyone from a small black, family owned mom and pop shop to the first refugee delegation to the UN. Many of those clients have gone on to be better seen, heard, respected and resourced. That's looked like celebrity endorsements, seats at previously inaccessible tables and hundreds of thousands of dollars. Her signature approach comes down to a science backed understanding of what it takes to get The Underrecognized the attention and recognition their work deserves. N. Chloé lives in the US, where she wrestles with an addiction to D&D and tends to her giant baby Yoda plushie. We talk about:[2:25] N. Chloé's journey into the science of visibility[5:35] Why she works with under-recognized people [6:05] The most surprising insights she has learned about the science of visibility[9:40] Looking at visibility biases [11:55] Tools to earn more visibility[13:25] How the brain works when it comes to visibility[18:00] What makes brands most memorable [21:55] What are stakeholders for your brand?[28:00] How to become visible to your stakeholders[38:40] The most transformative resources N. Chloé has tapped into in her journey[45:30] What she wants every entrepreneur to know Resources mentioned in episode:Visibility Clinics: https://www.nobiworks.com/visibility-clinicsVisibility ROI diagnostic: https://www.nobiworks.com/visibility-roi Using Semiotics in Marketing by Dr. Rachel Lawes: https://www.amazon.ca/Using-Semiotics-Marketing-achieve-consumer/dp/1789662079 How Brands Grow by Byron Sharp: https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560 Building Distinctive Brand Assets by Jenni Romaniuk: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509Blog post on Stakeholders: https://www.nobiworks.com/codex/rethinking-personasConnect with N. Chloé here:Instagram: https://www.instagram.com/nobiworks/Twitter: www.twitter.com/ncnwangwu Facebook: https://www.facebook.com/NobiWorks/ LinkedIn: https://www.linkedin.com/in/nwangwuwww.nobiworks.com Connect with Kaye here:Brand Personality Quiz: https://www.kayeputnam.com/brandality-quiz/https://www.youtube.com/user/marketingkayehttps://www.facebook.com/marketingkaye/h
In this episode, I chat with the legendary Byron Sharp. We discuss the under-highlighted topic of subscription markets vs repertoire markets. What defines such a market? What can we learn from them? What are the implications for marketers? What does it mean for small brands? Do we see any other distinctions between brands that have implications for brand growth? We discuss small vs big - luxury vs commodity - B2B vs B2CImportant linksYou can find the paper we discuss hereThe Ehrenberg-Bass institute Byron on twitterThe latest BS show This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com
What I learned from reading The Adventures of Herbie Cohen: World's Greatest Negotiator by Rich Cohen.[1:20] The Fish That Ate the Whale: The Life and Times of America's Banana King by Rich Cohen (Founders #255)[2:42] You Can Negotiate Anything: How to Get What You Want by Herb Cohen.[3:57] Even our heroes falter.[6:01] Once you see your life as a game, and the things you strive for as no more than pieces in that game, you'll become a much more effective player.[7:20] He was proving what would become a lifelong principle: Most people are schmucks and will obey any type of authority.[7:34] Power is based on perception; if you think you got it, you got it, even if you don't got it.[7:54] Nolan Bushnell to a young Steve Jobs: “I taught him that if you act like you can do something, then it will work. I told him, ‘Pretend to be completely in control and people will assume that you are.” from Steve Jobs: The Exclusive Biography by Walter Isaacson. (Founders #214)[10:30] Life is a game and to win you must consider other people as players with as much at stake as yourself. If you understand their motivations, you can control the action and free yourself from every variety of jam. Focus less on yourself and more on others. Everyone has something at stake. If you address that predicament you can move anyone from no to yes.[14:01] Those who can live with ambiguity and still function do the best.[14:21] Ambiguity is the constant companion of the entrepreneur.[15:26] Don't bitch. Don't complain. Just play the cards that you've been dealt.[20:12] Most people try to blend in. Herbie went the other way. When they zig, I zag.[21:49] It meant Sharon had failed to understand an essential part of an ancient code. If you have a problem with your brother, you deal with it inside the family. Don't rat. Don't turn your brother in to the cops. It was another one of his big lessons. Loyalty. Without that you have nothing.[27:03] Man's Search For Meaning by Viktor Frankl[30:11] When it comes to negotiating you'd be better off acting like you know less, not more.[32:18] How Brands Grow: What Marketers Don't Know by Byron Sharp[35:56] He believed it was good, possibly very good, and it was this belief, which never wavered, that would give him the confidence to persist despite the rejections that were coming.Quoting Harry Truman, he'd say, "I make a decision once."And he'd made his decision about the book. In case of rejection, the only thing that would change was his opinion of the publishing house.[37:01] It took 18 no's to get to a yes.[37:37] Herbie sells his book by hand. This part is incredible.[40:36] Back in Bensonhurst we were seeing my father as he'd been before he was our father. As he was still deep down when we weren't looking.[43:50] I told him I did not want something to fall back on because people who have something to fall back on usually end up "falling back on it.[47:34] You can always understand the son by the story of his father. The story of the father is embedded in the son. —Francis Ford Coppola: A Filmmaker's Life by Michael Schumacher (Founders #242)That was the last time I saw him. His brave cheerfulness chokes me every time I recall the scene. It is impossible to imagine my father's emotions as he waved goodbye knowing that he might be on his way to London to die. Sixty years have not softened these memories, nor the sadness that he missed enjoying his three children growing up.I felt the devastating loss of my dad, his love, his humor, and the things he taught me. I feared for a future without him.— Invention: A Life by James Dyson (Founders #205)[52:48] Even our heroes falter.—“I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ”— GarethBe like Gareth. Buy a book: All the books featured on Founders Podcast
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