Podcasts about how brands grow

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.

Magda is a research professor at the Ehrenberg-Bass Institute in Adelaide. She has been widely published in academic journals and authored two chapters in How Brands Grow 2.In this episode we discuss:The importance of curiosityThe impact of How Brands GrowThe Semmelweis effect and The Sharp EffectLearn, test and learnThe high performance culture at the Ehrenberg Bass InstituteThe benefit of being sceptical and open minded as a researcherGrowing categories v growing brandsThe challenge for small brands and marketersThe research behind raising pricesHow categories grow in the luxury sectorCan marketers do pricing?Talking to your customersIs marketing changing?The full transcript is available on the episode page. Magda Nenycz-ThielBefore her current role as Industry Growth Professor, Magda was Mars Professor of Marketing, a Chair funded by Mars Incorporated. Prior to this she led the Institute's Mars Marketing Lab, a R&D initiative funded by Mars Incorporated from 2013-2016.As Industry Growth Professor, Magda, together with a research team at the Institute, pioneers research into category growth and leads the Industry Growth Initiative which focuses on applying discoveries to improve the ways that growth investments are made within organisations.Magda's core areas of expertise are category and industry growth, e-commerce and neuromarketing. Her work has been published widely including in the Journal of Advertising Research, European Journal of Marketing and Journal of Business Research. She is also the author of two chapters in How Brands Grow Part 2, “Building Physical Availability” and “Online shopping – is it different?”.Magda regularly presents at domestic and international conferences to industry and academic audiences, as well as to the Institute's Sponsors. She publishes regularly in international journals and has also written a number of book chapters. Strategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. If you use code Eximo (capital E) then you'll be able to grab a ticket for £225 instead of the full rate of £265.You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. Tickets available from here.Strategy Sessions Host - Andi JarvisIf you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released. If you enjoyed the show, please give it a 5* rating.

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/  

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/

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/

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.

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. 

WARC's Anne Marie Kerwin talks with Andrew Lipsman, independent analyst and consultant at Media, Ads + Commerce, and Marlowe Nickell, founder and CEO of Grocery TV on the marketing effectiveness of in-store advertising. Discussing their recent WARC article “How Brands Grow” with In-Store Advertising" which made the case for including retail media in media mixes as a medium for reach and to increase mental and physical availability.Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

It's been 5 years since Call to Action® captured our first of what's now over 140 heroes and allies from the industry front lines to have a chin-wag with. To celebrate, we're rereleasing a choice cut of our favourite episodes as part of a ‘Best Of' series.  In 2021, baited by a Bedouin birthing blanket, we caught big thinker and bestselling author, Paul Feldwick.  The man behind one of our favourite all time ad campaigns, Paul worked at the legendary agency BMP on some of Britain's most famous brands for over 30 years. Paul talks to us on tonnes of topics, including BMP, being the world's worst account manager, clowns, talking to real people, what brands can learn from Snow White, Jeremy Bullmore, PT Barnum, fame, shame, purpose, Mrs Brown's Boys, whether ads need to be "liked", Martin Boase, and a whole lot more.  ///// Check out his website  Follow Paul on LinkedIn We implore you to read both of his fabulous books:   Why Does the Pedlar Sing?  Anatomy of Humbug  And here's that famous Barclaycard ad with Rowan Atkinson  Timestamps (01:58) - Quick fire questions (07:20) - Paul's early career and transition to account planning (11:24) - Importance of entertaining advertising (17:29) - Discussion on fame in advertising (24:35) - The history of advertising and its impact on creativity (29:33) - The moral implications of advertising and the need for entertaining content (35:32) - Question on creative thinking in advertising and overcoming shame for fame (41:36) - Balancing likability and fame in advertising campaigns (47:07) - Pertinent posers  Paul's book recommendations are:  How Brands Grow by Byron Sharp  Building Distinctive Brand Assets by Jenni Romaniuk  /////

In this episode of the Data Malarkey podcast, your host Sam Knowles is joined by Sorin Patilinet, Senior Director of Marketing Effectiveness at Mars. Sorin is also known as the Marketing Engineer.   Our conversation was recorded remotely, via the medium of Riverside.fm, on 4 April 2024.   Thanks to Joe Hickey for production support.   Podcast artwork by Shatter Media.   Voice over by Samantha Boffin.   Sorin took an unusual route into marketing and has an unusually scientific approach to making every last marketing dollar count. Trained as a telecommunications engineer at university in his native Romania, Sorin applies the rigour of engineering to the not always substantial world of marketing science. In the dozen-plus years he's worked at Mars, he's routinely and rigorously put into practice the theories of the How Brands Grow marketing professor, Byron Sharp.   Liverpool and Anderlecht fan, Sorin, is based in Belgium, Brussels. He's currently writing a book from the perspective of the marketing practitioner, showing how structured, systems thinking can make the “colouring-in department” label sometimes levelled at marketing a thing of the past.   Marketing has changed out of all recognition compared to where it was when Sorin started his career, from 80% of ad spend on linear TV to 27 creatives on 35 platforms with no reliable or consistent, cross-platform means to control reach or frequency. Amid all this complexity, his evidence-based approach to marketing measurement is a breath of fresh air.   So, too, is the ad testing methodology (Agile Creative Expertise or ACE) that Mars has developed under Sorin's stewardship, based not on claimed intention but instead rooted in actual consumer behaviour. Eye-tracking, attention, and emotion have been found time and again to trump declarative survey findings. This really works at scale, too, with insights derived from more than 800 creative executions a year.   Sorin's an enthusiastic sceptic when it comes to AI, but he's keen to point out that the November 2022 appearance of ChatGPT is just the tip of the iceberg. Mars has been using AI – in the form of machine learning and deep analytics – for years.   An enthusiastic modern-day Stoic and fan on Everyday Stoic, Ryan Holiday, in ten years from now Sorin hopes to be applying the rigour he's developed for marketing effectiveness to communicating the importance of grand projects such as the European Union or the United Nations to disaffected citizens.   Sorin is a board member of the Attention Council and a guest lecturer at Wharton Business School.   EXTERNAL LINKS Sorin's blog: “Engineering Marketing” – https://www.sorinp.com Sorin's LinkedIn profile – https://www.linkedin.com/in/patilinet/     To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we'll send you your own personalised scorecard which tells you what kind of data storyteller you are.

James Hayhurst is former MD of Leagas Delaney, Global Brand Equity Director for OMO/Persil at Unilever and the Founder of the Magic Sauce Course. In this episode we discuss: What makes great creative Why the agency / client relationship break down The importance of talking to your customers The Parents Promise LondonSEOXL ⁠ - use code Andi20 to get 20% off a ticket How Brands Grow by Bryon Sharp James started his career agency-side BMP DDB (now Adam&Eve DDB) as a grad trainee. During his time there he worked on award-winning campaigns for Volkswagen, Channel 4 and the Teacher Training Agency amongst many other UK and international clients. In 2012 James joined Leagas Delaney as Managing Director running the London office, and managing brands including Glenfiddich, Patek Philippe and Timberland. James decided to try his hand at client-side marketing by joining Unilever in October 2014 as the Global Brand Equity director for OMO/Persil, Unilever's third biggest brand and sold in 80 countries globally. James was attracted by the brand positioning of Dirt is Good and Unilever's commitment to sustainable living and during his four years James helped position the brand as one of Unilever's fastest growing purposeful brands. Whilst there James was struck by what he 'didn't know he didn't know' when he'd been an agency MD about client culture and decision making. He also began to appreciate how alien agency culture appeared to many clients, and that they hadn't been given the instruction manual of how to 'operate' their agencies. There was an empathy gap on both sides that needed bridging.  The Magic Sauce Programme was the result. The Magic Sauce programme helps clients and agencies to work more effectively, efficiently, enjoyably and profitably together.  It does this by improving the understanding and importance of relationship dynamics, communication and wider team chemistry.  It also offers a behaviour change and measurement framework to improve relationship quality over time. Find James on LinkedIn or visit the website https://magicsaucecourse.co.uk/ If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released. If you enjoyed the show, please give it a 5* rating. RecommendationsJames HayhurstStrategy Sessions Host - Andi Jarvis

WARC's Lena Roland talks to marketing consultant Samuel Brealey and Max Stricker, client director at Triniti Marketing about their latest article on associative attention. Discussing how marketers can activate attention in a meaningful way to lead to better outcomes such as increased sales. How Brands Grow and Compete workshop. 21st March in London. Common sense about How Brands Grow and Compete is often wrong. This highly rated (9.3/10) workshop busts the myths holding back brands from making the right decisions. It's based on decades worth or data and science-based principles. The content covers the ‘law-like' principles of how brands grow and compete including aspects of Associative Attention that Max and Sam talked about in the podcast. It particularly focuses on the important question of whose attention we need to seek. This has huge implications on the development and the media choices brand owners make. The hands-on workshop is for anyone working in marketing, brand or insights who wants to do better marketing and use their budgets more effectively. Find out more here. Associative Attention ‘Health Check' Associative Attention is a concept that helps brand owners deliver better executions (think advertising, POS material, packaging). It connects the dots between the WHAT and the HOW of attention. Brands owners need to do well in both areas and those who do can see transformational executions. Start your Associative Attention journey and find out how your brand is doing with this quick ‘Health Check' here.

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.

The world of branding has seen remarkable changes, evolving from its early roots to playing a pivotal role in the digital era, where many brands compete for consumer attention. In addressing the pivotal question of how brands have adapted to stay relevant and resonate with consumers over time, particularly in an overcrowded market. Ella Ward, the Senior Marketing Scientist at the Ehrenberg Bass Institute provides illuminating perspectives on "Tuesdays with Morrisey" with host, Adam Morrisey.Her insights highlight the intricate dynamics of capturing consumer attention in today's competitive marketplace. Ward underscores that a brand's success in the densely populated market does not solely rely on creating emotional connections but involves understanding and capitalizing on the subtle yet potent forces of subconscious recognition and mental availability. This approach, aligning with the core ideas explored in pivotal works like "How Brands Grow," "Building Distinctive Brand Assets," and "Better Brand Health," offers a comprehensive view of modern brand dynamics. "The reality is people actually think very little about brands... our brain uses [brand elements] as shortcuts because there's so much information that we encounter all the time, ” Ward said.

Our special guest for our final episode of the year is our good friend Faris Yakob. He and his wife Rosie are the force behind the consultancy Genius Steals, a nomadic strategic and creative consultancy. Faris is also the author of a book about how advertising works through the lens of the concept of attention. It's called, Paid Attention which is now in its 2nd edition. He has been at a variety of media and advertising agencies throughout his career, including Naked Communications, McCann Erickson, MDC Partners and helped to found many others. He writes for Campaign, Fast Company, Contagious and other publications. And he thinks deeply about the state of the ad world - how its changing, what it does, how it does it, and what it means for us all. He sat down to talk to us before Thanksgiving about how media planning works, how brands and advertisers think about audiences, and how the stories we tell about youth cultures have been recycled and subtly upgraded since the invention of the teenager, to fulfill the hopes and dreams of not only the corporations who want them to buy stuff, but just as importantly, the people who make advertising and want to believe it is capable of doing something good in the world.This is our last episode of the year - we wish you a very happy and relaxing holiday season, and send our best wishes for the New Year. See you in January!Links!Genius/Steals: http://geniussteals.co/Paid Attention, by Faris Yakob: https://www.koganpage.com/marketing-communications/paid-attention-9781398602502"We Need to Talk about Generations", via Ben Page, CEO of Ipsos: https://www.ipsos.com/sites/default/files/ct/publication/documents/2023-04/Ipsos_We-need-to-talk-about-generations-WEB.pdf"Nothing Beats a Londoner" via Paula Bloodworth of Wieden + Kennedy, via WARC: https://www.warc.com/newsandopinion/opinion/why-strategy-should-embrace-execution/en-gb/2811Ehrenberg-Bass Institute for Marketing Science: https://marketingscience.info/ and How Brands Grow: https://marketingscience.info/how-brands-grow/Mark Ritson: https://www.marketingritson.com/Herd by Mark Earls: https://www.wiley.com/en-us/Herd%3A+How+to+Change+Mass+Behaviour+by+Harnessing+Our+True+Nature-p-9780470744598 Hosted on Acast. See acast.com/privacy for more information.

Byron Sharp is one of the global leaders in marketing research and the author of the best-selling book ‘How Brands Grow'. We discuss the myths and realities of effective marketing, covering topics like customer acquisition, the effect of advertising, and loyalty programs. (0:00) Introduction and 'How Brands Grow' (2:35) Using science to identify law-like patterns in marketing (6:06) Is it more profitable to retain customers than to acquire new ones? (11:00) Do loyalty programs actually work? (16:20) Segmentation, targeting, and the reality of buying personas (19:41) Making smart media choices (21:52) Why price promotions don't work (24:33) Does every brand need a higher purpose? (29:24) McDonald's and differentiation vs. distinctiveness (36:45) How marketing really works (45:17) Crafting the right message Learn more: https://generogrowth.com/ https://www.marketingscience.info/ https://www.linkedin.com/in/professorbyronsharp/

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...

Ever wondered what the secret of a successful hustle is? Hard work, obsession, and infinite energy to test and learn if our next guest is anything to go by!  In this episode of Flex Your Hustle, Michelle Lomas speaks to Anthony Nappa, CEO/Chief Customer Officer of Oz Hair & Beauty. Oz Hair and Beauty started as a family business hair salon 35 years ago, and is now one of the largest Omni channel hair and beauty retailers in Australia. It was at just 19 years old that Anthony got the idea to start to sell some of the salon's products on eBay, and the business has grown from there. Through dedication, hard work and an obsession to grow - Oz Hair & Beauty grew from an eBay store to the powerhouse brand it is today. Listen as Anthony shares his story, on how this humble family business rose to the top. Discussed in this episode:  For the details of the latest Oz Hair and Beauty stores mentioned in the podcast, please head to the website: https://www.ozhairandbeauty.com/pages/salon  How Brands Grow by Byron Sharp Flex Your Hustle is proudly brought to you by Commission Factory.  If you're tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Reach out to find out more.  Flex Your Hustle is proudly produced by the team at Ampel. Ampel is an audio content agency specialising in podcast, radio, and audio content creation. For more information, head to www.ampel.com.au or reach out to us at hearhere@ampel.com.au   Host: Michelle Lomas.Executive Producer: Josh Butt Head of Strategy & Development: Michelle LomasAudio Editor: Carter QuinnSee omnystudio.com/listener for privacy information.

In our 100th episode, we have professor Byron Sharp in the studio - the world-renowned professor, thought leader and author of the legendary book - How Brands Grow. Byron is also the director of the Ehrenberg-Bass institute of Marketing Science, which is the world's largest centre for marketing research.   Tune in to hear Byron's thoughts on what has changed in marketing in recent years, why many marketers shoot themselves in the foot, and why always-on advertising remains critical to drive growth. We also get to hear Byron's ideas on how AI will affect marketing, as well as which marketing positions he believes will no longer exist.   You'll also get Byron's view on: Branding vs. performance marketing - is there such a thing as a golden ratio? Influencer marketing as a method to build brand memories  How to convince your CFO to increase your marketing budget

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

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. 

Some quick updates:* I have an essay in progress. Will hopefully get it to you in the next couple of weeks* Stand up comedy is coming along. My first “big show” is on Tuesday. If you are in Seattle feel free to stop by at Club Comedy.* If anyone is interested in learning how to edit these podcasts and is willing and able to do fast turn-arounds, just reply to the email and let me know. It's not hard and it's kind of fun with the software I am using, but it is something I am ready to get off my plate.Quick Take aways:* Here is the article we talk about in the podcast (free link): With New EVs Arriving, Brand Loyalty Goes Out the Window* Here is the book Peter mentions: How Brands Grow* Too long/didn't listen: EVs have not changed the rules of loyaltyFull TranscriptEdward: Peter, now that electric vehicles are around brand loyalty doesn't matter anymore. It's all the Wild West. That's what the Wall Street Journal is selling.Peter: Oh man, I've heard this song before . It's the same old tuned men whether it was gonna be the internet, oh, that's gonna change everything. Or social media or covid. It's gonna totally upset the rules of loyalty. Yeah, those rules are pretty locked in and I'm willing to say same story here.Edward: So what are those rules of loyalty? What are the rules that the Wall Street Journals claiming are garbage now? Or are they just missing the entire.Peter: It all depends on how we define the rules. Where I'm coming from it coming forward it is from the top down. If we just look at actual behavior and just look at the choices that people make over time and how often they switch around and what they switch around from in two, there's some very regular patterns to that.And we could talk about it, but all if you go a level deeper and say, what are they thinking? How are they making these decisions? Sure. Maybe the psychology's a little bit different, but from a business standpoint, that's all cheap talk. All we really care about is what are people doing?And in that regard it's no different than people rolling a dye to say, which, which of these different items am we gonna buy?Edward: What they're, so let me quote from the actual article. It says that basically in the past, whenever someone bought a Ford vehicle, 58% of the time it was a Ford vehicle. Now, when they're buying the Ford Electric vehicle, 66% of the time, it's not a Ford vehicle. So there's significantly more people switching to Ford to buy the electric vehicle than we're switching to Ford to buy the non Ford vehicle.Peter: Yeah. First of all, we don't even know if it's significant or not, but second of all, it's cuz the set itself is changing. The number of electric vehicles out there is really different. It, no that's just nonsense. It's cherry picked, rubbish.Yeah. The way it's interesting that we talk about cars cuz the people who first set out these rules that I'm referring to and I know you know it well. There was a guy in London called Andrew Berg and his heir Byron Sharp at the University of South Australia.They basically say that it's you have your die. I have my die. And what drives our choices is, It's just as if random, and it's remarkable how well that story works. The do sleigh model as we call it. And there's no reason to believe it'll be any different here. Do you think So?Edward: You say it's random, but that's not entirely true. It's weighted random, right? Because if I have, if I bought, if my last car was like a Subaru Forester I think when I go buy to buy my next car, I'm more likely to buy a Subaru Forester than amped. Whatever the average of all the other market shares are. I assumePeter: you are so right about that.It's, yeah. It's not that we're all rolling a six-sided equally way to die. In fact, it's not like we're all rolling the same dye that, that there's gonna be this distribution of dice and even that is gonna be well described by again, a. Jewish lay distribution. Look that word up. And yeah, you, but you have your die.And the important point is that your die doesn't change very much over time. So whether it is covid or internet or EVs, you're rolling pretty much the same die. And there's just so much randomness around the choices that you make that it appears that there are some patterns, but there's really.Much to it. The only thing that could be going on here is that we might sometimes. what these like guys like to call a structured submarket. So it could be that though that that just as gasoline split off into leaded and unleaded, then people would move into one corner of it. Maybe we'll see something like that.But it's not some kind of fundamental change in the way that people make decisions.Edward: So again, I go back to. We're talking about, there's no, like the brand loyalty is not a thing, but brand loyalty in that example is right. There's something to, even if it's not oh, I love my Subaru Forester.It's the fact that. That I had a Subaru Forester before, I'm more comfortable. I'm the type of person who would buy a Subaru Forester the first time, which means I'm probably still the type of person who's gonna buy it a second time. Plus the fact that now that I'm used to using it, right? So I'm the, and I know it works and I know it.Presumably it operated the way I wanted it to operate. And so when I go to buy my next car, my default choice is the same car I had before. Now it could change, but the default choice is there, and that's a form of brand loyalty.Peter: But, so there, there's two pieces to brand loyalty and you described them really well.One is just that you just have this natural propensity for whatever reason, to buy some things more than others. That part Absolutely. Positively. And that's why your die might be, a little bit weighted more towards the Subaru Forester. And mine might be weighed a little bit more towards, I don't know, a Tesla or something.Edward: And is that the selection effect? The fact that I bought a Subaru Forester means that, I'm probably the type of person who buys Subaru forests.Peter: Exactly. Yeah. Cuz then the second piece to it, which is the part I take issue with is this idea of lock in this idea that my propensities get shaped by my behavior over time.There's not much evidence to that. Again, if you're a supervisor person Yeah. Then you're gonna lean towards it more than most people would. But your propensity to do it isn't gonna get higher over time. It's pretty. Maybe, but it's gonna pretty much stay at that same level no matter how many times you, you roll that die or buy a car, that's the big piece of it.We don't see that kind of lock in. We don't see that kind of learning. We don't see all of that romantic stuff that we like to talk about where the customers learn to love us and we learn to serve them better. There's not much to thatEdward: really. But I feel like. Say I'm doing, let's switch to a new category.Let's say I'm doing laundry. Let's say I moved to a new country, so now I have no brand loyalty at all. The first time I go in I, I look at the shelf and I pick one effectively at random, and I take that home and it works. I feel like the next time I go to the store to buy laundry, I'm gonna go and buy that same one.Just cause I know No, it works. Rather than trying to gamble on something that I don't know that.Peter: First of all, what you said effectively at random, there's gonna be a lot of influences on it. It could be the brand name. It could be where it's located on the shelf. It could be the colors, it could be stuff that you heard about, but you haven't even thought about, seeing ads for it on the subway or hearing people talk about it.So there's a lot of influences there that. Things look random, but they're not. And those messages, one way or another got through to you. So it might be less about the actual experience you had with the product and more about the, some of that implicit prior exposure you had to it, that's gonna drive those choices that you make.That's, that, that's the real important point.Edward: Sure. And so I, so you say, Hey, the, whatever those influences were the first. They're gonna influence me the second time, but doesn't, the fact that I used it and it worked influenced me like I feel like it does. I feel like. Once I have a chocolate bar that I like, I'm more likely to buy that chocolate bar again.Even if it was, let's say it was gifted to me. Let's say someone gave it to me rather than me choosing it. Once I have something that I know works, it feels like why wouldn't I stick with what worksPeter: well? Because of all, you might, you just might have a propensity to, to stay with that chocolate bar, but there's all kinds of reasons why it might be just variety seeking, that let's just try something different.I like this thing, but, ,Edward: that may, maybe that makes sense for chocolate bars, but I. For cleaning my clothes. You know what, let's just .Peter: But, but it could be a situational thing that, oh, my mother-in-law is staying with us this week. And, and she only likes certain kinds of things.And so there could be things that, that might be perfectly rational. Why you're switching around. But to, to me, as an outside observer, I'm just looking at that sequence of choices. And man, oh man, it looks an awful lot. , rolls of the dice. Now to be fair I mentioned all this work by Aaron Bergen Sharp, and they basically said, you have your dye, and it never changes.Now, I myself have written a bunch of papers that show that, that model's a pretty good first pass. But every now and again, people. Do throw the old die away and do start with a new one. So I don't rule out the idea of changes, what we technically call non-stationary. But the times that you do that tend to be relatively infrequent and they tend to be dare I say, random.It's not like necessary because of a pandemic or a or change in the macro economy. It's just, there's just something in your life that. Be related to anything anyone else is doing that just causes you to shift your preferences. And it doesn't happen that often.Edward: What about sampling? So say I'm a I'm a loyal, I don't know, strawberry jam eater, and I'm doing it all the time. Not because I'm loyal, but because I have a propensity to eat Strawberry Jam. And then I go into the grocery store and they give me a sample of, I don't know, grape. , does that have no influence on the chance of me eating crypto jelly?Peter: I did say that in, in fact, I'd say it's stuff like that. It's sampling, it's word of mouth. It's seeing a Super Bowl ad that sometimes we'll have people switch around a bit. It could be just a change in which things are on which shelf in this store. And and that's why to, again, to me as an outside observer, I see some switching around again there.Perfectly good reason. It's cuz someone, forced that grape jelly on me. But it makes it seem like that you are rolling a die. And so yeah, a lot of these influences will will have some impact on it. But to the outside observers, it looks pretty random and it looks relatively steady over time.Edward: But if, again, if I outside observer, if I'm the marketer who's running the sampling program, , I r I go and start sampling a bunch of these jams stuff. Can I expect that my jam sales are gonna increase and that the people who switch over to start buying that grape jelly are more likely to buy grape gel in the future? Like the impact is more than just the next purchase, but it might be like a series of purchases after that.Peter: This starts where it gets really interesting. So again, a lot of this. Great. Work by Aaron Berg and Sharp. And Byron Sharp has this book that I'm sure some of your listeners would know called How Brands Grow. And they talk about a thing called Double Jeopardy, which again, I know you know Ed, which basically says if you can get more people to buy it, if you could increase the penetration, the footprint, just the overall number of people who tried The Thing at least once. That in and of itself is gonna be associated with higher degrees of loyalty. So yeah, your point is pretty good. You get more people to buy it, they're gonna tend to buy it more often. They're gonna appear to be slightly more locked in having a slightly higher propensity to buy it. It's really counterintuitive, this idea of. Double jeopardy. But it's really powerful. It's pretty much universal. And it's something you should expect to see instead of it being the exception.Edward: Yeah. So then looping back to the wall Street Journal Electric car article sounds like they're doing the right thing by introducing the electric cars, they're getting people, so Ford introduces an electric car and it's getting people who didn't buy Ford before to be more likely to buy them now.So it's a customer acquisition play it brings and it brings 'em into the Ford fold. And then once they're in there, Ford's market share increases because they now have more customers they acquired with a electric vehicle. And then once that happens, the double jeopardy kicks in and they should. Those people who have bought those four vehicles the first time, more likely to keep buying them in the future.Peter: So you will see some of that. Absolutely. The big key is how to get that wonderful cycle going. And in other words, how do you do the acquisition? And again, going back to the great work of Aaron Bergen Sharp and others, you can't just lean on one attribute. You can't say, this is the coolest, newest electric vehicle. You gotta. Broadly appealing. You gotta really punch up a number of different attributes that, yeah, it's gonna save the environment. But you know what? It's all, it's also fun to drive and it's very safe and and your friends will like you better. So you don't lean too heavily. Don't nichey yourself.You want to make yourself broadly appealing and that's gonna bring in more people and just, implicitly get them to do to. Or to roll your side of the die a little bit more often. It, it really is amazing how counterintuitive that he did. Double jeopardy is, but you just see it it's funny to see a lot of companies stumbling upon it as if it's something new and unexpected, it's been there all the time.Edward: And what's neat about this is it does hint at that, the next paragraph in the article talks about how these people buying these $70,000 new electric vehicles it what says they're, I dunno if this is actually true, but this is what the journalist is saying. They're as likely to own a $30,000 Subaru Outback as they are to buy, as they are to have previously owned a $100,000 Porsche 9 1 1 sports car. And whether that's true or not, the idea that we should make these vehicles to appeal. Everyone rather than just some sub-segment. Sounds like a step in the right direction for the marketers anyway.Peter: Yeah, it, and it goes against the grain of so much of what we've taught and learned in the marketing 1 0 1 s. We just figure out what your distinctive attribute is and hammer that and find people who care about that instead. We're trying to say, not so much be all things to all people, but a step more in that direction.Edward: Great. Anything else to add, Peter?Peter: We just want people to appreciate that this is the way the world works, whether it's electric vehicles, whether it's soup, whether it's hotels we expect to see these kinds of patterns. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit marketingbs.substack.com

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

It's been 12 years since Professor Byron Sharp published the seminal “How Brands Grow” and this week Professor Sharp joins us to discuss its meteoric rise and whether its findings are still as relevant today.

My guest today is Harley Finkelstein. Harley is the President of Shopify and has been with the company since its early years. He is a lawyer by training but an entrepreneur by calling and that is the focus of our discussion. We discuss the different dimensions of entrepreneurship and Shopify's role in promoting it, as well as exploring the company's transition to public markets, and what the last few years have been like. Please enjoy my discussion with Harley Finkelstein.    For the full show notes, transcript, and links to mentioned content, check out the episode page here.   -----   This episode is brought to you by Canalyst. Canalyst is the leading destination for public company data and analysis. If you're a professional equity investor and haven't talked to Canalyst recently, you should give them a shout. Learn more and try Canalyst for yourself at canalyst.com/Patrick.    -----   Today's episode is brought to you by Brex. Brex is the integrated financial platform trusted by the world's most innovative entrepreneurs and fastest-growing companies. With Brex, you can move money fast for instant impact with high-limit corporate cards, payments, venture debt, and spend management software all in one place. Ready to accelerate your business? Learn more at brex.com/best.   -----   Invest Like the Best is a property of Colossus, LLC. For more episodes of Invest Like the Best, visit joincolossus.com/episodes.    Past guests include Tobi Lutke, Kevin Systrom, Mike Krieger, John Collison, Kat Cole, Marc Andreessen, Matthew Ball, Bill Gurley, Anu Hariharan, Ben Thompson, and many more.   Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here.   Follow us on Twitter: @patrick_oshag | @JoinColossus   Show Notes [00:02:26] - [First question] - His interpretation and definition of a person's life's work  [00:05:50] - The story of the riverstone and the average polished executive  [00:08:36] - The thing he can't help but do; and focusing on our compulsions [00:13:12] - How he would boil things down to the most simple entrepreneurial formula; Distilled [00:16:38] - What is harder and easier about new business formation today  [00:21:03] - The countervailing forces for small-to-medium business entrepreneurship  [00:24:31] - What he's learned about operationalizing ideas and mentor lessons [00:29:08] - A piece of fortune cookie advice that he finds terrible [00:30:49] - How Brands Grow; his philosophy on marketing & distribution   [00:35:27] - The most effective distribution strategies he's seen work in Shopify that might be portable to other businesses [00:38:43] - What it was like getting their first app developer for the Shopify app store [00:41:17] - The state of ecommerce today writ large and what trends are interesting  [00:45:46] - Lessons learned about the digital places that people are buying  [00:49:06] - What it's been like as an executive working at a company that had their stock price explode over the pandemic  [00:52:25] - Tips for communicating effectively with Wall Street [00:54:14] - An investor that stands out in memory that really impressed him [00:55:10] - Important aspects of his world that are worth mentioning  [00:57:04] - Lessons learned about motivating people through DJing  [00:59:12] - Whether or not reading the crowd can apply to business [01:03:49] - The kindest thing anyone has ever done for him

Struggling to build customer loyalty? You might be approaching the issue from the wrong perspective.In this week's episode, R. Alexander Toth talks about what customer loyalty really means. You'll discover:How much you can truly influence customer loyaltyThe relationship between loyalty and market shareHow to increase perceived customer loyaltyWhat more loyalty for you means for your competitorsUnderstanding the meaning and impact of customer loyalty can play a pivotal role in shaping your marketing strategy. Learning about it will ensure you're not leaving revenue on the table.Show notes:"How Brands Grow" by Byron Sharp -> https://amzn.to/3KbWZbw

In this episode of Add To Cart, we are joined by the James Bond of marketing - Mark Baartse. You call him in when you've got a problem to solve and you need the best in the business. Mark is, in his own words, the outsourced Chief Marketing Officer. Before consulting, Mark led the growth for leading fashion brand Showpo and has worked with clients including Catch, Menulog and Officeworks. He has been awarded the Top 50 CMP, Top 50 people in eCommerce and is a regular contributor to publications like Ragtrader and Inside Retail. Links from the episode:How Brands Grow by Byron SharpPlaying the Marketing Slot Machines. How to Win Performance Marketing in 2022 with Mark Baartse | #158Questions answered in the podcast:What is the weirdest thing you've ever bought online? Who is your favourite retailer? Which eCommerce practice do you wish was history?Can you recommend a book or podcast that our listeners should immediately get into? Finish this sentence. The future of retail is… This episode was brought to you by…eSuiteAbout your co-host: Mark Baartse from Mark Baartse ConsultingMark is an independent consultant helping digitally led companies with growth strategy. He's worked with a range of companies including Showpo as CMO, Woolworths, Officeworks, Microsoft, Vodafone, and others. He was named a top 50 CMO in Australia in 2018 by CMO Magazine, and #15 in the Top 50 People in eCommerce list in 2019. You can contact Mark at LinkedInAbout your host: Nathan Bush from eSuite Nathan Bush is a digital strategist, Co-founder of eCommerce talent agency, eSuite and host of the Add to Cart podcast. 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 betterEmail hello@addtocart.com.au We look forward to hearing from you! See acast.com/privacy for privacy and opt-out information.

Fix up, Look Sharp* because this week we've lured Lincolnshire lad and the Rascal of professional services marketing, Lee Grunnell, for a chinwag. A top marketing director and fellow Ritson fanboy, Lee is obsessed with applying the latest thinking from marketing leaders like Binet, Field, and Sharp to professional services. He talks to us on picking brussels sprouts, the Grunnéll vs Grunnell debate, why advertising is like Voldemort, how marketing in law firms isn't as different as you'd think, and tons more. Plus, he's got practical pointers for adopting a two-speed strategy, getting buy-in from skeptical partners, and applying the work of Ritson, Sharp, and Wiemer Snijder's banana to professional services. *A copy of How Brands Grow is compulsory ///// Follow Lee on Twitter See his smarts on Medium Read his article On Bananas (or Why Professional Services isn't as Different as You Think) And check this out to see how we somehow got 30-odd partners in a law firm to agree on an advertising campaign Timestamps (01:55) - Quickfire questions (03:52) - First-ever job (11:16) - Getting into business development and marketing at EY (18:00) - Do professional services have a problem with advertising? (23:54) - Why marketing in professional services isn't as different as you think (38:38) - Applying the laws of How Brands Grow in his career (45:31) - Tips for adopting a 2-speed strategy (Listen up Mini MBAers

Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute – the world's largest centre for research into marketing. 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 editionof the textbook was published in 2017.Byron has co-hosted, with Professor Jerry Wind, two conferences at the Wharton Business School on the laws of advertising, and is on the editorial board of five journals. What we covered in this episode: Being turned down for a publishing deal for How Brands Grow Why experts are terrible at predicting the future Marketers getting distracted by Purpose with little empirical support for it The ethical reason we should be focussed on the best return on marketing Byron responds to Peter Field's Purpose research The top marketing myths exposed by How Brands Grow The No.1 surprise in How Brands Grow Why your customers are mostly the same as your competitors The law of Double Jeopardy and why we are over exposed to our own brands heavy buyers The paradox of very small brands having a larger customer base than expected Physical and Mental availability overlap How similar the top brands look vs ten years ago Lucozade sugar tax backlash and how that proved the laws of marketing The surprising importance of light and very light buyers Why a lot of your sales come from people who haven't bought you for at least a year The importance of not changing your design Whether the laws vary depending on category Why market research is designed to highlight difference rather than similarity The importance of distinctiveness and being remembered What Levitt, Kotler and Akker got wrong about differentiation Why even bankers can't tell their banks apart The power of pink concrete mixers Asking an 8 year old to tell you what's different about your brand The real role of advertising for your brand How search works just like point of sale to catch people as they fall How the laws remain the same in B2B Why Apple isn't your typical brand when it comes to selling product differentiation Why Ehrenberg Bass has just own distinctive asset Why fruit doesn't need packaging The biggest unanswered question in marketing Plans for Ehrenberg Bass to make training available to marketers What Byron missed out in How Brands Grow The importance of marketing the research and highlighting the implications Describing Mark Ritson as the best business journalist in the world What Byron thinks about the environment and the role of marketing in it

Przeczytałem w tym roku 83 książki, spośród których wybrałem 8 książek dla przedsiębiorców, marketerów i sprzedawców, które uważam za najciekawsze i godne uwagi. Koniecznie nadrób te lektury w 2022, jeżeli jeszcze nie masz ich na swojej czytelniczej liście. Przy rekomendacji każdej książki dzielę się krótką refleksją po jej lekturze lub jedną kluczową myślą, którą z niej wyniosłem. Miłej lektury!

Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world in our latest podcast series; The B2B Brand Masters.   In this fourth episode, Nick is joined by Jenni Romaniuk, Associate Director at the Ehrenberg-Bass Institute in Australia. They discuss the research behind her recently updated ‘How Brands Grow 2' book, why the law of ‘Double Jeopardy' is the secret to how brands grow and the importance of the ‘Duplication of Purchase' law.

JP Castlin on Complexity, what it means for your business, and how to deal with it via safe-to-fail experimentation. Originally planned to be Episode 1 of Season 1 (as per audio), becomes S02e02 because we now have 2 full intro episodes and can't have Episode 0 or Season Zero on the podcast platforms. Next week, we'll talk about Experimental Economics—but in this episode, JP Castlin talks to us about complexity, how understanding complexity is relevant for running a business, and how it all relates to experimentation. About Business Games: https://www.business-games.ai/about/ (www.business-games.ai/about/) ContentsAdd ~1 min to the timestamps after 11th minute mark. Introduction [00:00] On Complexity: A Primer [03:55] On Systems: In Nature and Organizations—Ordered Clear, Complicated, Complex, and Chaotic [04:38] A Marketing Example of a Dispositional System [06:14] …and a Chaotic System [06:53] On Experimenting in Different Kinds of Systems [07:09] On Two Types of Uncertainty: Epistemic (Knowledge-based) and Aleatory (Inherent and Irreducible) [08:11] On Contexts and More on Quantum Mechanics Vs Newtonian Physics [12:02] On How to Deal with Uncertainty in Complexity [13:49] Fail-safe Vs Safe-to-fail: Marvel Vs Blumhouse [15:15] Experimentation in Various Contexts [19:13] Online Vs Offline, and Operational Efficiency Vs Strategic Choice [20:28] On Eternal Boiling, Premature Convergence, A/B Testing, and Local Optima [23:46] System Has Its Own Behaviour: Ants and Colonies [26:52] Strategy and (Equi-) Probability [27:53] On Not Getting Disheartened [30:58] On Boundary Conditions, Company-specific Metrics, Scaling and Dampening [31:57] On Corporate Versus SME, Small Versus Big [34:28] On Product Versus Service [36:40] On Services, Complexity, Causality, and Defensive Decision-making [39:24] On the Value of Consultants in Complexity [46:12] On Cost-out Versus Value-add, Start-ups and Scaling [49:36] On Start-ups and Proprietary Data [51:09] On Deliberate Versus Emergent Strategy [52:54] (More) on How to Deal with Complex Problems in Practice [55:02] The Homework [57:39] JP's Own Work as It Relates to Experiments, Strategy, and Complexity [01:00:17] On the Key Takeaways: Both Jokingly and Seriously [01:07:18] On Emotions in Experimentation [01:10:24] Links to JP's WorkSubstack: https://strategyinpraxis.substack.com/ (Strategy in Praxis) https://strategyinpraxis.substack.com/ (https://strategyinpraxis.substack.com/) WWW: https://jpcastlin.com/ (JP Castlin) https://jpcastlin.com/ (https://jpcastlin.com/) Twitter: https://twitter.com/JPCastlin (@JPCastlin) https://twitter.com/JPCastlin (https://twitter.com/JPCastlin) LinkedIn: https://www.linkedin.com/in/jpcastlin/ (https://www.linkedin.com/in/jpcastlin/) MarketingWeek: https://www.marketingweek.com/author/jp-castlin/ (https://www.marketingweek.com/author/jp-castlin/) Articleshttps://strategyinpraxis.substack.com/p/laplace-and-demons (Laplace & Demons - Strategy in Praxis | (substack.com)) https://strategyinpraxis.substack.com/p/bets-and-blockbusters (Bets & Blockbusters - Strategy in Praxis | (substack.com)) https://www.marketingweek.com/jp-castlin-marc-pritchard-pg-act-like-startup/ (Marc Pritchard knows better than to believe P&G can act like a startup | (marketingweek.com)) https://www.linkedin.com/pulse/where-grown-ups-jp-castlin/ (Where are the grown-ups? | LinkedIn) Some Other Links Mentionedhttp://apppm.man.dtu.dk/index.php/Epistemic_vs._Aleatory_uncertainty (Epistemic vs. Aleatory uncertainty - apppm (dtu.dk)) https://en.wikipedia.org/wiki/Cynefin_framework (Cynefin Framework | Wikipedia) https://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239 (Good Strategy Bad Strategy: The Difference and Why It Matters | Amazon) http://marketinglawsofgrowth.com/ (How Brands Grow) https://www.cognitive-edge.com/ (Cognitive...

This week, baited by a Bedouin birthing blanket, we caught big thinker and bestselling author, Paul Feldwick. The man behind one of our favourite all time ad campaigns, Paul worked at the legendary agency BMP on some of Britain's most famous brands for over 30 years. His latest book ‘Why Does the Pedlar Sing?' explores why selling and entertainment go hand in hand and was described by Rory Sutherland as “possibly the book I would most highly recommend to anyone in marketing”. Paul talks to us on tonnes of topics, including BMP, being the world's worst account manager, clowns, talking to real people, what brands can learn from Snow White, Jeremy Bullmore, PT Barnum, fame, shame, purpose, Mrs Brown's Boys, whether ads need to be "liked", Martin Boase, and a whole lot more. Tuck in. ///// Check out his website  Follow Paul on LinkedIn  We implore you to read both of his fabulous books:  Why Does the Pedlar Sing?  Anatomy of Humbug And here's that famous Barclaycard ad with Rowan Atkinson  Paul's book recommendations are: How Brands Grow by Byron Sharp  Building Distinctive Brand Assets by Jenni Romaniuk /////

By the end of this podcast, you'll understand the difference between positioning vs differentiation vs distinctiveness and how to use these techniques in your own strategy process.First, we'll discuss how some of the most decorated and well-renowned marketing minds have drastically differing opinions on the fundamentals of branding and marketing on why customers choose the brands they do.Next we'll discover what brand positioning is and how it became the cornerstone concept of marketing in the early 80's through the ground-breaking book “Positioning: The Battle For Your Mind” by Al Reiss and Jack Trout.Next we'll look at the world of differentiation and what most professional branders and marketers believe as law. You'll discover this theory from three perspectives, three authors and three books by Simon Sinek, Jim Stengel and Seth Godin.Then you'll learn what brand distinctiveness is and learn professor Byron Sharp's perspective on How Brands Grow and why differentiation is not possible.Finally, I'll break down my own ideas and philosophy and how brand builders must use all tools at their disposal to connect.For more brand strategy resources and downloads visit brandmasteracademy.com

All these NFT's for art, games, collector cards, music...but no porn? Thats the big $. Also 3 Book Reviews "How Brands Grow", "How Brands Grow 2", and Building Distinctive Brand Assets.

Anne, c'est l'histoire d'une femme de 45 ans pleine d'énergie qui, après 20 ans en marketing pour des marques comme Neutrogena, Danone, Volvic ou Lindt, décide de se lancer dans l'entrepreneuriat avec l'ambition (et pas des moindres !) de recréer l'usage du parapluie ! Dans cet épisode, elle nous explique comment elle a fait pour choisir le marché du parapluie, le nom de son entreprise et celui de sa marque... et surtout comment elle a fait ses débuts sur ce marché pas très en forme. Passionnée de marques, de parapluie et de l'accessoire, Anne partage avec le sourire son expérience, les différences entre son idée de départ et la réalité du marché, en quoi le marketing de masse n'est pas celui de niche ou de la rareté... On y parle proposition de valeur, modes de distribution (digital et boutique), flux de revenus, BtoB, BtoC, les enjeux de la personnalisation, la saisonnalité de la demande... une revue large de ce qu'est un lancement d'entreprise et son positionnement. Enfin, Anne nous partage les secrets de son organisation dans sa nouvelle vie d'entrepreneure, comment elle fait pour toujours continuer à avancer, pour représenter son entreprise sur BFM TV... Que vous soyez entrepreneur aguerri ou en devenir, dans le domaine du marketing ou tout simplement curieux, cet épisode est pour vous ! En bonus, Anne a gentiment partagé au cours de cet échange un code promo à utiliser au plus vite sur www.leparapluitier.com (c'est le moment de vous faire plaisir ou de faire plaisir à votre entourage). Retrouvez Anne sur LinkedIn : https://www.linkedin.com/in/anne-donnay-8a508031/ Le livre qu'elle conseille : How Brands Grow, Byron Sharp Chapitres :  2'39 : Comment t'as fait pour te lancer à 45 ans sur le marché spécifique du parapluie ? 28'30 : Comment t'as fait évoluer ton business model, entre l'idée de départ et ta réalité d'aujourd'hui ? 50'23 : Comment t'as fait pour t'adapter à ta nouvelle vie d'entrepreneure ?

This episode looks three books on branding. Not the three best books or my three favorite books. But three really great books that I recommend on Branding. How Brands Grow, Byron Sharp Brand Aid, Brad Vanauken What Great Brands Do, Denise Lee Yohn  

Geoffrey a fondé l'agence Brain & Heart pour créer des bulles de créativité pour les marques. Chez JAB il s'est créé une bulle pour performer. Résultats : un an plus tard, il explose son CA, agrandit ses bureaux et recrute.  Bienvenue dans cet épisode de radio JAB spécial "marques" (normal c'est un peu ma passion).  Steph Références : How Brands Grow, Byron Sharp

This week, armed with the promise of sex and drugs and How Brands Grow, we’ve waded our way through gaggles of groupies to catch ex-rock star, pitch addict and award winning creative, Nick Ellis.    A respected strategic thinker and pre-watershed sex toy advert pioneer, Nick is Creative Partner & Co-Founder of Halo, a Design Week UK Top 100 independent brand agency based in Bristol. He has over 20 years’ experience working on significant global projects for clients including Jack Daniel’s, SEAT, BT, Live Nation, Ticketmaster, and Diageo.    He talks to us on his failed career as a rock star, running an agency, why he’s ashamed of his “womb room”, tips on creative briefing, the importance of account management, making the world’s most boring advert for a sex toy client and loads more. Tune up, plug in and enjoy. ///// Follow Nick on Twitter (https://twitter.com/Nickhalo01)   And on LinkedIn (https://www.linkedin.com/in/nickhalo/?originalSubdomain=uk)   Check out his agency Halo (https://wearehalo.co.uk/)   Watch Wow How Now: A Creative Pitch Technique (https://www.isolatedtalks.com/talks/wow-how-now-a-creative-pitch-technique/) on ISOLATED Talks  And check out the slides from his ZeeMelt talk (https://www.linkedin.com/feed/update/urn:li:activity:6711650278489358339/) on Account Management Hovering Art Directors (https://hoveringartdirectors.tumblr.com/) on Tumblr   Nick’s book recommendations are: How Brands Grow (https://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560) by Byron Sharp  Paid Attention (https://www.amazon.co.uk/Paid-Attention-Innovative-Advertising-Digital/dp/0749473606) by Faris Yakob  Delusions of Brandeur (https://gasp.agency/media/delusions-of-brandeur) by Ryan Wallman  Strategy is Your Words (https://www.sweathead.com/products/strategy-is-your-words) by Mark Pollard  Cloud Atlas (https://www.amazon.co.uk/Cloud-Atlas-David-Mitchell/dp/0340822783/ref=sr_1_2?crid=2YYSF3XZ95J1H&dchild=1&keywords=cloud+atlas&qid=1606401362&sprefix=cloud+atl%2Caps%2C149&sr=8-2) by David Mitchell  Slade House (https://www.amazon.co.uk/dp/1473616700) by David Mitchell  The Ocean at the End of the Lane (https://www.amazon.co.uk/Ocean-at-End-Lane/dp/0062459368) by Neil Gaiman  /////

It's a double-header of ten-year anniversaries this week. Omar and Jeremy discuss Byron Sharp's recent Campaign interview (https://www.campaignlive.co.uk/article/byron-sharp-why-best-response-covid-19-stop-advertising/1695381) , in which he criticised the "embarrassing arrogance" of marketers that would think people were interested in what they had to say about the coronavirus. Sharp's seminal marketing text How Brands Grow was published in 2010. Sarah Frier, the Bloomberg News reporter, wrote the book on Instagram (https://www.simonandschuster.com/books/No-Filter/Sarah-Frier/9781982126803) recently and reveals how the globally popular social media brand has evolved and how its founders struggled to retain control since being acquired by Facebook in 2012, just two years after launching in October 2010. Omar and Jeremy then return to discuss some of this week's ads. Running order: 1:24 - Byron Sharp 7:15 - Elvis joins growing list of agencies leaving the office 11:00 - Interview with Sarah Frier: Instagram chat at 10 and what's next. 38:55 - Ads review: John Lewis Home (https://www.campaignlive.co.uk/article/john-lewis-home-for-joy-home-adam-eve-ddb/1695442) , Mercedes-Benz, (https://www.campaignlive.co.uk/article/mercedes-benz-blowfish-antoni/1695460) and Nokia (https://www.campaignlive.co.uk/article/nokia-the-gadget-need-grey-london/1695199) . Get in touch with us: Email Omar or Ben with questions or ideas for future episodes: omar.oakes@haymarket.com (mailto:omar.oakes@haymarket.com) , ben.londesbrough@haymarket.com (mailto:ben.londesbrough@haymarket.com) Follow us on Twitter: @CampaignMag (https://twitter.com/campaignmag) Follow us on Instagram: Campaign Magazine (https://www.instagram.com/campaignmagazine/) Join our LinkedIn group (https://www.linkedin.com/groups/3614115/) Read advertising industry news, features, and see the latest ads on campaignlive.co.uk (https://www.campaignlive.co.uk/) .

Mark Cichon is a well-known business and marketing strategist. Being in the industry for over 15 years he is well versed in industry knowledge having worked with big brands such as DDB and Mars / Wrigley. He has also worked alongside direct marketing promotional agencies and has played the role of Strategic planner for creative agencies. In the last few years Mark has moved on to consulting in order to bridge the gap between marketers and agencies, encouraging better collaboration between them.Mark takes inspiration from Byron Sharp who was his lecturer during his tertiary studies, and the Ehrenberg Bass Institute. However, he now also presents his own take in bite sized chapters on evidence-based marketing, which he shares through his LinkedIn.In this episode, we discuss: Evidence based marketing based on Bryon Sharp’s book “How Brands Grow.”Differences between evidence-based marketing science and traditional observation in academia.Challenging traditional approaches such a Kotler’s principles which are contrary to evidence-based marketing. With main difference being the Bass’ ability to test his assumptions.Evidence based marketing as a tool to articulate marketing impact on consumer buying behaviour.Central theme: Focus on the light buyer category and apply three pillars (mental, physical availability and portfolio).Debate regarding Differentiation versus distinctiveness. Distinctiveness as branding queues and differentiation added attributes to the brand.Evidence based marketing as daily practice.COVID and short termism.Benefits of evidence-based marketing in a recession.Three Quick Questions: A business Book you recommend – “First, break all the rules” by Marcus BuckinghamPerson to follow on social media or digital media? – Sorin Patilinet (Global Insights Director at Mars, on LinkedIn). Folks from Ehrenberg Bass: Byron Sharp, Jenny Romaniuk, Rachel Kennedy, John Daws, William Caruso.One on one dinner with a living person? – Mick JaggerTo find out more about Mark or to contact him, connect with him on LinkedIn: linkedin.com/in/mark-cichon-2505b24

Subscribe to the Grow Your Brand Newsletter at growyourbrand.com.au If you've got lots of things to fix in your marketing funnel - how do you figure out what to fix first?What optimisation activities are going to generate the best return on investment for you?Today Lauren Kress talks about one of the biggest issues she's seeing when it comes to content marketing and thought leadership marketing that is leading smart people astray and costing them time and money in the process.Time codes:0:27 The problem with wanting to fix everything in your marketing funnel and not fixing anything1:22 Why is it important to optimise your content marketing strategy & content plan1:42 Different stages to content planning2:08 Content marketing mistakes to avoid2:50 How to take a closer look at what's working and what's not working in your marketing funnel3:08 How I identified the top way people find out about me3:25 Taking a closer look at how people behave after they first interact3:34 Audience comment - the problem with giving up early3:41 Podcasters often give up early3:53 Why people give up on podcasting and content marketing early5:08 The value of audio visual content and short podcasts5:50 Understanding how to leverage thought leadership content that has high virality but low relevance6:50 What analytics you need to have a closer look at and why7:15 What to do if your LinkedIn profile is where most people are learning about who you are7:38 Understanding the difference between marketing optimisation for the long term and what to fix right now to benefit in the short term8:09 Why you need to focus on fine-tuning what's almost working first10:12 If you're going to invest in a copywriter, make sure they're helping with the right priorities10:38 The importance of analysing website behaviour and how to use Google Analytics to help12:07 Tying your insights back to core business objectives13:12 Audience question: "So, is knowing where they're coming from more important to you than the numbers of views/likes etc.?"13:21 The problem with vanity metrics14:16 Views are important but you need to make sure they're the right views14:50 Often the people who are engaged with our content don't click "like"17:00 We need to think about and look at behaviour differently to optimise our marketing activities17:12 Understanding good reach vs. bad reach18:51 Audience question: "What does the bottom of your sales funnel look like and how do we know whether top-of-funnel content reaches the bottom? Does real revenue result from your online presence?"19:32 On average it takes 8 touchpoints to generate a viable sales lead20:58 The trouble with trying to sell online as a consultant versus the value of warming up a lead online22:00 Professor Byron Sharp's books "How Brands Grow" and understanding industry benchmarks24:30 What you want to look at depending on where you're at in your content marketing journey25:15 Embracing the right mindset for continued improvement25:39 Audience question: "Is that top of funnel or middle of funnel?"25:50 Clarifying top-of-funnel vs. middle-of-funnel objectives26:29 If people are searching in google for a brand name, that means they've already heard about you28:22 Upcoming episodes to include to help you with your analyticsPs. If you like this live stream, don't forget to share it with your friends, leave a positive rating and review and click the subscribe button on your favourite podcasting platform.It really helps to support Lauren with all the work that goes into putting this together!You can also help to support Lauren, her work and this podcast by buying her a cup of coffee at https://ko-fi.com/laurenkressSubscribe to the Grow Your Brand Newsletter at growyourbrand.com.au#contentmarketing #smallbusiness #growyourbrand

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is  Kelly Molson, MD of Rubber Cheese.Download our free ebook The Ultimate Guide to Doubling Your Visitor NumbersIf you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcastIf you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned in this episode.Competition ends October 31st 2020. The winner will be contacted via Twitter.Show references:www.9degreeswest.londonwww.linkedin.com/in/thompbenCOVID-19 and the enduring strength of the attractions industryThe above article was written in collaboration by Ben Thompson, Carolien Nederlof, Klaus Hoven, Luca Liboa and Raymond Oude Groen.Since recording the podcast, Ben has joined  Storyland Studios as their Chief Strategy Officer   Transcription:Kelly Molson:Welcome to Skip the Queue, a podcast for people working in or working with visitor attractions. I'm your host, Kelly Molson. Each episode I speak with industry experts from the attractions world. These chats are fun, informative, and hopefully always interesting. If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue. In today's episode, I speak with Ben Thompson. Ben is chief storytelling officer at 9 Degrees West, a strategic consultancy specialising in brand and marketing strategy for theme parks, visitor attractions, and brand homes. An IAAPA speaker, Ben has previously worked at Mars, the Walt Disney Company and Merlin Entertainments. We discuss the future of the experience economy and how organisations may need to adapt in a post-COVID world. Kelly Molson:Ben, welcome to the podcast. It's really great to have you on here. Ben Thompson:Thank you very much, Kelly. It's great to be here. Great to be talking to you and the dog today. Kelly Molson:Yes. So look, we are recording these in semi-lockdown or easing out of lockdown. So we're kind of at home, my dog is behind me. Ben Thompson:And I've left my dog Barney at home. So I'm actually in a nice quiet office. So it's all good on my side. Kelly Molson:I'm glad that you read the prep notes accordingly, Ben, well done. Well done for following instructions. So we're going to start off a little bit with a bit of a quick fire round, just to get to know you in a little bit of detail. We've spoken a couple of times previously, but we don't know each other super well. So I've got some quick fire questions for you. So, think I know the answer to this one already. Cats or dogs? Ben Thompson:Definitely dogs. Cats are rubbish. It's all about dogs. Kelly Molson:And what's top of your bucket list? Ben Thompson:Oh, my word. I think it is taking a long trip to Australia. We've got quite a lot of relatives over there. I've never been, it's one of the few continents I didn't get to go to when I was traveling the world with Merlin Entertainments. So yeah, definitely probably going to Ayers Rock, doing some of the islands getting down to Tasmania and so on. I think that's probably, yeah, I need to do that. Kelly Molson:Great choice, Ben. Do you know what actually, we got engaged at Ayers Rock. Ben Thompson:Oh, really? Oh, fantastic. Kelly Molson:Yeah, it's a really special place for us. Really, really special. Ben Thompson:Or Uluru as I probably should be should be calling it, yeah. But yeah, no, I'd love to get down to Aussie and meet up with my... My mother's brother went out there and he had five children. They all got married. I think there's about 50 Thompsons that are out there now. So yeah, looking forward to catching up with them one day. Kelly Molson:Oh, good. Well yeah, you've got a lot of people to visit out there. Sounds fab. Okay. Tell me one thing that you're not very good at. Ben Thompson:Oh, my word. I mean, how long have you got? I'm really, really impatient. I'm an ENTJ in Myers Briggs terminology, so extroverted blue-sky thinking. So I'm brilliant on the future and possibility and what could it look like? I get very bored very quickly with what I consider to be the mundane administrative tasks. And I'm terrible at hiding my feelings. So if I'm bored about something, it's written all over my face. You definitely can't air this now, this is far too personal. Kelly Molson:I'm really worried that I'm going to start looking at your face soon. And sense that boredom coming across as well, Ben, you're giving too much away. Ben Thompson:Good question. Kelly Molson:One last question. Tell me something that you believe to be true that nobody else agrees with you on. So what is your unpopular opinion? Ben Thompson:Oh, my word. Listen, these questions are really good and terrible. Okay. So I believe that cricket is the very, very best sport in the world, bar none. And I have a really solid argument as for why that is the case and hardly anybody apart from a very tiny percentage of people agree with me. Kelly Molson:Do you want to share that argument just in case we've got any listeners that share this opinion? Ben Thompson:In a nutshell, it's the ultimate combination of the individual and the team game and conditions and everything else, skills and experience sort of wrapped into one and it has different formats. You can have a really short game, like only three hours or quite a nice leisurely version of five days where you can have a draw at the end. Kelly Molson:Okay. I mean, I will agree to disagree on that one, Ben. Ben Thompson:Well, there we go. Kelly Molson:But maybe some of our listeners... Well, I mean, tell us, let us... Yeah. Tweet us and let us know if you agree with Ben, I'd love to hear. Thank you for sharing. I always like to do that. I think it's quite nice to get a little bit of an insight into people's mind. And also what I really enjoyed is that the thing that you said that you're not very good at actually showcased the things that you are very good at, which is talking about the bigger picture and the future and what things look like. And that's really one of the reasons that I have asked you to come on the podcast because you've got an incredible background in attractions and the experience economy, and it's challenging for many in that sector at the moment. And I'm really keen to get your opinion on how it's been and what you see the future to be. But could you just kind of give us what a typical project is for you, Ben? Ben Thompson:Yeah. I mean, obviously the immediate answer is there's no such thing as a typical project because every client is different and that is true. The kind of golden threads that I get involved, it's all about storytelling. I call myself a chief storytelling officer and that is what I do. I've always loved books and narrative and kind of rich tapestries. I love Lord of the Rings as a kid, I loved all of the kind of The Hobbit, all that type of stuff. And I read voraciously and as I got kind of older, I read a lot of psychology books, really fascinated by how the brain works. And Danny Kahneman is my sort of absolute number one fan in the... He wrote a book called Thinking Fast and Slow, and Kahneman worked with a guy called Amos Tversky and Kahneman ended up being a Nobel Prize winner and basically invented kind of behavioral economics. Ben Thompson:And I find all that stuff fascinating at the point where kind of story and narrative meets in a meaning, how we interpret the world around us. I think that story forms views, it forms culture, but it can also transform. So Joe Pine and Jim Gilmore talk about that they're at this stage of the transformative economy where the product is the change I see in me as a customer or a guest when I engage with your brand. And I think story has a huge role to play in creating those kind of transformative experiences. So that's sort of a big thread that runs through it. But back to my sort of personality and loving the new, I'm often working on new projects. So that could be like Tony's, which we released our beautiful video, which we produced with Storyline Studios. Kelly Molson:So this is Tony's Chocolonelies. Ben Thompson:Yeah, Tony's Chocolonely. Yeah, exactly. So that is an amazing brand that has got a fantastic story, wants to transform the industry in which it's working and wants to create a visitor experience to immerse people in that brand and to create advocates for their mission, which is to end slavery in the chocolate industry. And our role was to take that from very basic, "Okay, we want to do this and it's going to be kind of this size and it's going to be this location. Oh, and by the way, it's going to have a roller coaster." To, "Okay, how do we actually put an immersive narrative around that?" And what we've done successfully is this, it's either a great story when you stand back and you sort of, you think about it, it's so simple. Our approach to that was a three acts, heart, head, and hands. So we'd engage you with all of the joy and the fun of what chocolate is all about. Chocolate is ultimately about happiness and sharing. Ben Thompson:So we do all of that great color, great richness, texture, and so on, but then we do a twist and we go into the head, which is about saying, "What's the bitter side of the sweetness of chocolate?" It's the reality of people working on cocoa farms in West Africa, Ghana, Ivory Coast, where it's a really kind of terrible situation. Then we educate. So how can it be done differently? That's the rest of the head piece. And then we move into hands, which is all about impact. That particular brand is all about engaging people to make a difference with their decisions, with their activism, all that kind of stuff that we do. And that's where we segued into the roller coaster. So when you get on the coaster, which we're going to call something like the impact express or whatever, you're actually going to be shrunken down to the size of a bar and fired out into the world to have an impact. Kelly Molson:Wow! Ben Thompson:Not literally fired out, health and safety will be taken into consideration here. Ben Thompson:So that has been an awesome project. I have an amazing client in Brazil who are largest park operator out there, they run the Christ the Redeemer statue in Rio, they run the Equis Sioux falls down in the South of the country, which is the number one waterfall in the world, they have a big aquarium and so on. And there it's all been about kind of, how do you go from being an organization that's grown through acquisition, has around 6 million guests a year, but in kind of silo style businesses. And how do you create the sort of structure that sits above that? A little bit like Merlin, where you can get great synergies, get great best practices, and a lot of that's in your world of digital and get right structures and so on. So they can get the good data, make the good decisions and so on. Ben Thompson:And we've got other projects that we can't talk about yet. Kelly Molson:Of course, there's always secret projects. Ben Thompson:Which is so frustrating. We've got two amazing, amazing clients that we're working on. One in Europe and one, a global company, but based on the East Coast where the work we're doing is just going to be incredible, but you're going to have to watch this space. Kelly Molson:All right. Well, we definitely will watch this space. And that brings me to my next question, really, because I'd like to know if you're having to advise your clients differently at this point, because we are still in the middle of a pandemic. As we sit here, it's the 1st of July, attractions in the UK can start to open safely from this weekend, if they are able to. And we're seeing a really big demand, actually. We've seen a huge demand for ticket sales for London Zoo, Whipsnade Zoo, for example. And we know that Shanghai Disney Resort sold out its capacity in three minutes. So we know that there's demand there. We know people want to go back. And what are those conversations like at the moment with your clients that are looking to open their experiences in a year from now, two years from now? Are you having to talk to them very differently about things? Ben Thompson:It's a great question. I think the first thing to say is, I'm not at all surprised that there's a massive pent up demand. And I think I've been fairly consistent with that, with my clients and stuff that I've written about. Disney have the most amazing metaphor for this, to explain why there would be this pent up demand and they call it the " Closing Window ". And as a parent of children, I can really relate to this. So the idea of the Closing Window is, if you have children, let's say you have two or three kids. You don't really want to go to the big park experience until they're sort of five or six, because they don't really get it. The rides maybe aren't quite ready for them, unless you go to Legoland of course. And by the time they get to be 15 or so, and I've got a 16 year old, so I can relate to this, parents are deeply uncool and they want to go off and do their own things. Ben Thompson:So you've kind of got maybe eight or nine summers to go and make the memories that last a lifetime. And actually, that's not that many summers, so if you take one away, you're like, "Oh wow. I just lost a really big opportunity to go and do something amazing with my family." And if you think about the experience for parents with their children in parks, basically, it's the best you ever feel in the whole year as a mum or a dad. I think particularly as a dad, by the way, because you've put so much energy into it, it can be really expensive and it's a day that you'd never have to say no to your kids, typically. At least the way I try and do it. So you feel great, right? And those memories kind of reinforce your sense of yourself and the story that you tell yourself. Ben Thompson:So that's the power of the industry that we work in, and if you close the doors on people and say, "You can't go," and then they open up again, no surprise, there's going to be a kind of a rush to the doors. I think indoor is going to be different from outdoor. I think outdoor's obviously going to have the benefit of it's going to feel safer for the more risk-averse folks out there, like my wife. But the thing about indoor is still a massive role for it. It all depends about whether you've refreshed the experience. A big part of our industry is about suspense, surprising people, "Oh, I didn't know they were going to do that. Oh, that's different from last time," or, "I want to go further into that experience than I could the time before." I think that's why escape rooms are such a great trend, because you want to do it quicker. Maybe they change a few things and it's a different experience each time. So I think for anybody who is still waiting to get open, please don't try and open with the same experience that you did last time, because I think people are going to be looking for something new. Kelly Molson:That's really good advice. I guess there are some experiences that can't open at all at the moment, and that's a huge challenge. So I read last week about the Poster museum who is allowed, they are allowed to open and the restrictions have been lifted. However, they can't make it safe enough for people to come in because they've got restricted space and actually restricted space on the postal ride that they have, the actual experience. And so it is still really, really difficult for the industry. And I guess how can you advise... I guess you can't advise them if they physically can't look at the safety implications and they can't make it safe for people to come, that's a very different story. But so your advice to attractions is to refresh what they're doing. Don't just open as they have previously. Ben Thompson:I think that's right. One of the most important things I feel is about empathy. So I engaged a few of my colleagues in IAAPA organization, in February I think, with an idea around how we might recognize our healthcare and key workers once we opened. We called the idea Healthcare Heroes, and actually a number of people have taken it on. People in China have done it, a load of the folks in Europe have done it as well. And the idea there was just simple way of... The first people who come through the doors of our attractions ought to be the people who put their lives on the line to help us during COVID. So doctors, nurses, people working in healthcare. Actually teachers as well, by the way, my wife's a teacher. Teachers get a bad rap most of the time, but they had to go back into their workplaces a long time before anybody else. Ben Thompson:I thought that was a good idea for two reasons. One, is it shows that the people who are running that organization understand and care and empathize with what people are going through. There's a sense we're all in this together. Secondly, I think it allays risk. So if you are more on the kind of cautious, risk-averse side, if you can think, well, actually these guys are going to get healthcare workers are going to come through and they'll help them check out their facilities and run the rule over their sanitation measures and so on. Then you can have a double win. Ben Thompson:So yeah, I think empathy is good, and I think just communicating with people, what you're doing and why. The guys over in Shanghai, when they opened earlier in May, I thought they did an outstanding job of just being right up front. Here are the guidelines, this is what we're following. We're not putting the full number that we can put through from the get go. I think they had the right to go up to sort of 25, 30,000 people a day, I think they put 5,000 in on the first day and then it kind of moved up to 10 and so on. And that shows a really, again, kind of a sensitive mindset. It's not all about shoving as many people through as possible to try and generate some revenue. It's a bit more caring than that. Kelly Molson:Yeah, absolutely. Again, that's one of the things that we've been talking about in the office the last couple of weeks is we talk quite a lot about getting visitor numbers through the door, we've got an ebook, Double Your Visitor Numbers. You can't do that at the moment, so you've got to try and kind of maximize the revenue of the people that can come through, but also caring about their health and safety and making sure that they are safe is the fundamental thing that you need to be hearing about when you get those visitors back through the door. Ben Thompson:Yeah. I mean, I think, again, I wrote another piece on this about guest centricity as opposed to customer centricity. I've always thought that the metaphor of the host at the dinner table is the right one for any kind of hospitality business. When you invite people to come into your home, you're treating them as if they are a member of your family. You do anything for them. You want to understand all about them, their needs, their preferences, whatever it is. I think in the article, I kind of used the example of so many of the CRM platforms where you get asked your name five times, or I have to fill in the same details, yeah. It's the equivalent of after the second course say, "Oh yeah, what's your name again?" And, "Oh, is your husband... Dave is it? Oh, James, oh, sorry." So I just think that mindset of being all about the guests and caring for them and their day will stand us in good stead. Kelly Molson:See, it's really interesting actually. I think I'm going to hook you up with a past guest who's on our season one of the podcast. We spoke to Alex Book from Arcade. So they are a big VR agency and they actually talk about not calling guests, guests, or visitors. They talk about calling them players. And it was a really interesting discussion around how you engage with them and what that kind of message is. I think that the two of you should have a chat about that. That would be... Maybe on here. Maybe on here actually. Ben Thompson:That'll be great. Language is important. One of the things Joe talks about is the idea of staging an experience. They say work is theater. It's not a metaphor. We're not saying, "Think of work like theater." They're saying, "It is theater." You go to work every day to play a role and when you have an organization that is like a theatrical production, everyone playing their parts, staging the experience for the guests, whether that's a pharmaceutical company looking after patients, or a retail organization looking after shoppers or Alton Towers or Disneyland looking after families and so on in the theme park. Kelly Molson:Yeah. So on that note actually, with Disney, we were discussing last week about the Disney magic and how they still create that feeling. I mean, it's super exciting. I've been to Disney about four or five times when I was a kid and my parents love it, and there's not one part of that experience that isn't magic. I can remember my dad parking the car, even getting on the little tram that takes you into it. Every part of it is exciting. How do they keep that up with the measures that they have to have in place now? Ben Thompson:Yeah. The funny thing about Disney, and I was trying to explain to people as you, with all the talk that we've just been talking about, guest centricity, you would think that Disney were the ultimate guest-centric company, but they're not. They're not guest centric, they're cast-centric. I went to the IAAPA Leadership Summit in March of this year just before lockdown happened, actually. And I attended a presentation and met with a lady called Chris Tyler. Chris is the operations VP at Disneyland, Anaheim, California. And she took us through the launch of Galaxy's Edge, and I'd had the kind of privilege of seeing Galaxy's Edge, both in Anaheim and in Florida and I think it's outstanding. Anyway, Chris just talked about the cast. She talked about the long lead-in to that opening and about how they invested in education, in programs to tell the backstory of the characters, the narratives, all the different movies, how they approach costuming, how they allow personalization of costuming, how they chose the staff, the cast who actually ended up taking up those frontline roles. Ben Thompson:And then the launch event that they ran, and actually they did a fashion show where the kind of key Imagineers, people like Scott Trowbridge, Chris Beaty, Margaret Kerrison dressed up in the new costumes for Galaxy's Edge for Batu, the new world, which they've created. Or should I say the existing part of the Star Wars universe which they've brought to life, because that's what it is, it is an existing part. And so, basically the philosophy is about happy cast equals happy guests. That's the mantra of the Disney Institute, which is the external-facing management consultancy part of the organization who train companies all round the world. And if you're listening, guys, I'd love to partner with you one day. Ben Thompson:But that simple principle is the reason why when you go into any Disneyland park, chances are 98 times out of 100, you're meeting somebody who is happy to be there, and they are super motivated. They believe in what Disney are trying to do, whether it's somebody who works in the janitorial department, whether they're doing the laundry, whether they're in frontline guest service, whether it's ride ops, whatever it is, they know they're there to create a magical experience and magical memories. And they're generally some of the happiest staff that you're going to find. And that, in my view, is the reason why Disney will endure, the magic will endure, because they've done a pretty good job of looking after people and they'll continue to do so. Kelly Molson:I love that. Yeah, I love that. Happy team makes for happy visitors, for sure. Ben Thompson:I mean, it makes sense, doesn't it? Kelly Molson:Yeah. Ben Thompson:So much of... Whenever I've done research on launching parks, and there's so much of... The fantastic experience comes down to staff. Probably 25% of the overall piece. It isn't the coast, it isn't the... Well, it is those things, but those guys make up so much a part... And we forget that at our peril. Kelly Molson:Yeah, you're right actually, and I can draw a parallel to one of our clients for exactly the same reason. So we work with Eureka, the National Children's Museum and their team are called enablers. And every single one of them, every time I've been, is happy. They are engaging. They are genuinely really so delighted to be there and to welcome you and to help you. And it is just lovely. And that is part of the whole experience for me, that front of house team are so incredibly caring and dedicated to the people that are coming through the doors. And that is a big part of what that makes that experience brilliant. Ben Thompson:Absolutely. Kelly Molson:Big, big question for you. So what do you think the experience economy is going to look like post-COVID? Are experiences like Tony's, for example, are they going to need to have a different focus? Are they going to need to look at things that are more virtual continuing? We've seen a lot of that during lockdown. Virtual museum tours, virtual tours, virtual experiences, is that going to continue, or do you think things are going to go back to how they were? Ben Thompson:It's a bit like the saying in the Hollywood industry, in the film industry. Nobody knows, right? You get a lot of people who'll say, "Oh yeah, it's going to be like this. The world's going to change." No, the world isn't going to change. It's going to be exactly the same. How do you say whether a film is going to be a success or not? Nobody knows. We do a lot of work benchmarking what we think are really successful brands who've understood what the transformational economy is all about, and we showcase their work. So good example, not in our industry specifically, but they are an experienced provider, Peloton. Peloton they provide the program of how you become a better cyclist. I actually think it's about becoming a better looking cyclist as well, by the way, because it's a very sort of sexy brand. Ben Thompson:The products of Peloton is wellbeing, how I feel about myself. Yes, my fitness, but my sense of belonging, being in something part of in myself, bigger than myself. My sort of competitive juices flowing and all that kind of stuff. People who love the brand, they would not lose their whatever it is, hour in the morning or at the end of the day, or whatever, for anything. It's a sort of super positive drug, effectively, if you kind of think about it like that. Now, interestingly, that's an experience that's in-home. They connect it around the world through these super cool screens and you've got people from all different parts of the world, and that's sort of the point of the online community. Ben Thompson:I'm sure though, that there's a version of that that could go from, in the home, to in a physical space with lots of other people. And a good example there would be eSports. So eSports has grown out of gamers sat in front of a screen like this, maybe one or two together, playing in multiplayer. Now you've got leagues, franchises. When the London resort launch in X number of years time down in Kent, there's talk of an eSports franchise, having their physical home. Like Arsenal or Chelsea Football Club. The equivalent of them having it there and having stadiums full of people, sort of watching the gamers. So the point is it can go both ways. We're talking about physical theme park visitor attraction, brand homes, museums being places where people go to and we're worried about will they kind of come back? Ben Thompson:Well, I think lots of good examples of organizations creating virtual digital experiences and they're obviously revenue-driving opportunities as well. So we're about to do some work with the distillery industry, they are a provider, a curator, if you will, of really, really high-end product that, unless you tell the story... So bottles of whiskey or gin or whatever that are selling for hundreds and hundreds of pounds, you're never going to buy that in Waitrose. But if you wrap a story around it and talk about the provenance and the heritage and the characters who put that together in the years and years and whatever, then I think you're going to stand more chance of being successful. And all that can be done virtually just as well as it can in a... And often more effectively with some of the latest digital technologies. Kelly Molson:Yeah, absolutely. Ben Thompson:I almost certainly haven't answered the question, but I at least hopefully gave some thoughts. Kelly Molson:Oh, I don't think the question can be answered, can it? It's impossible at the moment. It's like you say, we just don't know. At the moment we don't know what's coming in the next couple of weeks, let alone the next couple of years. So I think I really enjoyed your answer though. And distillery is something that we know a little bit about Ben, so I feel like, I feel like there might be something happening there. Ben Thompson:Okay. Let's talk, let's talk. Kelly Molson:Let's talk. Do you know what, we connected quite early on at the beginning of lockdown, and one of the things that I really enjoyed, you wrote an article, a brilliant article, actually on Blooloop. It was called COVID-19 and the enduring strength of the attractions industry. What I have really enjoyed about the content that you've been sharing and the things that you've been talking about over this period, is how unbelievably positive that you have been about the industry. And you've talked a lot about the overriding resilience that attractions have. I kind of wanted to know, that article came out right at the beginning of lockdown. If you could go back, is there anything that you would add to that now, having seen what you've seen over the past few months? Ben Thompson:Well, first of all, I collaborated. It was my idea to write it, but I collaborated with four brilliant Dutch people. And we actually... We love the idea of putting a Zoom collaboration together. Obviously, we did it on Google Docs and whatever. So Raymond and Luca and Caroline, and I've forgotten the other guy's name. Oh, I'm sorry. Kelly Molson:Don't worry. Let me know. We'll put it in the show notes. So there'll be.. Ben Thompson:Yeah, put it in the show notes. Yeah. So they helped me sort of put that together. I don't think I would change anything. If I had a bit more time, I would like to have gone more into the psychological drivers, the deep kind of reasons why... Joe and Jim have this experience framework. So you've got education, entertainment, aesthetic, which is the sort of art appreciation, and then escapism in this sort of four box grid. And then they overlay that with things like edutainment and escatainment. What I think is really interesting is why do we feel the need to be entertained? What happens when we appreciate art? In our mind, in our heart, in our soul, what's actually going on there? Ben Thompson:And often it gets down to transformations. We as human beings, I think, are always looking to better ourselves. We have an idea of ourselves that's bigger, more perfect, better than the way we kind of realize we are, and we're always striving to try and get there. And I think brands that can help that sort of journey, help me understand my ambitions, achieve some of those ambitions, contribute to the world. I sometimes think... I oscillate between thinking we're all fundamentally selfish and we're all fundamentally good. And I think the truth is we're both. Successful businesses in our industry will be those who can really create the environment where we can be our best selves. Now, I've forgotten what the question was, but... Oh yeah, would I change anything about the article. I would love to go into more of that, kind of the sort of psychological approach to it, and what psychology can teach us in the entertainment industry, but the article was way longer than we started out, so. Kelly Molson:There was a lot to talk about. Ben Thompson:Charlie Read at Blooloop would probably have got his editing pen out. Kelly Molson:Well, I'll ask him, he's coming on air in a few weeks. Ben Thompson:Yeah. Kelly Molson:We are coming up to the end of the podcast interview. I thoroughly enjoyed speaking to you, Ben. Ben Thompson:Yeah, me too. Kelly Molson:I think you've got a really great take on what things are going to be like future. I know we can't be so specific at the moment, but I think some of the things you're working on just sound so incredibly exciting, and I'm really pleased to see that there's still that kind of overriding resilience in attractions. They're going to come back bigger and stronger. We like to ask our guests at the end of the podcast, if there's a book that you'd recommend that has helped shape your career in any way. Ben Thompson:Yeah. So there's two books, actually, if I can be cheeky- Kelly Molson:You can. Ben Thompson:If you have marketing in your job title at all, or you have any responsibility to do marketing, you need to read a book called How Brands Grow. It was written about 15ish years ago by a guy called Byron Sharp at the Ehrenberg-Bass Institute down in South Australia. I had the privilege of being trained by Byron and his team when I was at Mars. It's incredibly simple concept of how brands grow, obviously, hence the title, around mental availability, so that the memory structures that sit in your mind. So if I say Coca-Cola to you, now you're thinking about the colour red and swirls and the silvery writing and the shape of the bottle with the little glass pieces, which if you drop it on the floor, it's so recognisable that every shard will look like your worst Coke bottle. Ben Thompson:That's mental availability. And physical availability is the concept of being at arms reach. Whenever the desire to purchase from that category is triggered, that's the concept. But the book kind of goes into much more depth than that. And then I think for anybody in our industry, they need to get the latest copy of Joe's book, Joe and Jim's book The Experience Economy for which I really should be on commission. So I think Joe, we need to have a word about that. I just think you can't operate in this space without having understood that. Authenticity is also a really good one, which is the followup to experience economy. Kelly Molson:That's three books, that's super greedy, but I'm really glad that you shared The Experience Economy because it is a fantastic book. And I'm sure that many of our audience have read it. And if you haven't, you definitely need to. So what we like to do is if you'd like to win a copy, I mean, Ben, this is two books. So this is a double whammy. So if you'd like to win a copy of both of those books, then if you head over to our Twitter account, and if you retweet this episode announcement with the comment, "I want Ben's books," then you could be in with a chance of winning a copy of both of them. You've just upped my costs for this podcast, Ben. Ben Thompson:I actually have several spare copies of How Brands Grow. Kelly Molson:Oh, maybe Ben will send you one, personally. Ben Thompson:So, I'll put one in the post, well thumbed. Kelly Molson:Great. Ben, is there anything else that you'd like to share with us before we head off today? Ben Thompson:I think we're good. This has been really, really enjoyable. Apart from all the skewering you did at the end and made me talk about all the things I was rubbish at. Which is good. Kelly Molson:Just trying to get under the skin, Ben. Ben Thompson:Yes, you did that. Definitely need to edit that out. No, no, it's been great. I think this is a fantastic industry. We've taken a bit of a punch, but there's no limbs broken, we'll come back stronger. We've been growing 3 or 4% Kager for the last 10 years and the industry, entertained a billion people last year, probably slightly more and strong growth across the regions. I think it's a great place to work and have fun. Kelly Molson:That is a lovely place to end the podcast to us both today. Thank you so much for joining us, Ben. It's been a pleasure. Ben Thompson:Pleasure. Awesome. Thank you so much, Kelly. Kelly Molson:Thank you. Kelly Molson:Thanks for listening to Skip the Queue. If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website rubbercheese.com/podcast. 

In this episode, Jordan speaks with Jake Newbould from Piglet about what he's doing to lower his acquisition cost and scale campaigns massively during this time. They talk about how PR can bring referral traffic to your website and increase your page and domain authority. They also talk about why your ad creative and offer play an important role when running Facebook ads. They also go in-depth on lookalike audience and campaign budget optimization.Find out more about Jake from Piglet at:https://www.pigletinbed.com/https://www.instagram.com/pigletinbed/Optimize your product images:https://feedonomics.com/How Brands Grow by Byron Sharp:https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/1511383933Marketing Calculator:https://mindfulmarketing.co/marketing-calculatorListen to our previous interview with Beatrice of Honeypot Co. here:https://podcasts.apple.com/ca/podcast/ep-69-why-its-important-to-niche-down-to-grow-your/id1480733021?i=1000475783805Take the 10 point quiz to see how effective your 2020 strategy is!https://mindfulmarketing.co/quiz Have an e-commerce business of your own?Join the Secrets To Scaling Online Facebook group!https://www.facebook.com/groups/secretstoscalingonline

During this 200th episode of “Marketing Today,” I look back at the previous 199 episodes and shares highlights from some of his favorite interviews over the past five years. We begin with Colleen Sellers, who spoke powerfully about being a working mom and the only female interviewed that day. Then we look back at a great conversation with the late Tom Bick, who had amazing one-liners and advice for marketers that got right the point. Kim Whitler is one of the academics we’ve had on the show, and we discussed the role of marketers on corporate boards. Then the legendary Phil Kotler told us what has and hasn’t changed in marketing over the last fifty years. He remarked, “Every marketing decision also has some possible impact on our resources, on our communities, on our planet.” I also share highlights from my discussions with Kevin Lane Keller, Byron Sharp, and JB Steenkamp. During my second interview with Mark Ritson, he made an incredible endorsement of this podcast. We close out this episode with highlights from my discussion with thought leader Seth Godin, who said, "Marketing...is the act of making change happen." I am thankful for the many friendships formed from these conversations over the past five years and thankful, as ever, for listeners.   Highlights from this week’s “Marketing Today”: Colleen Sellers defines marketing effectiveness. 01:44 Hear Colleen's thoughts on how customer insight drives strategy. 02:19 Colleen Sellers on being a working mom and the only female interviewed that day. 02:50 Tom Bick demonstrates his mastery of the art and science of marketing. 07:32 Tom Bick shares what he thought of as the most significant marketing opportunity out there. 10:59 Tom Bick demonstrates his irreplaceable wit and intelligence as he shares advice for marketers. 13:06 Kim Whitler on the impact of marketing experience at the board level of companies. 14:49 Kim Whitler discusses the place of marketers on boards. 17:25 Phil Kotler describes what hasn't changed in the last 50 years. 19:35 Phil Kotler describes what has changed over the previous fifty years. 20:03 Kevin Lane Keller addresses purpose in brand. 23:18 Byron Sharp discusses his book How Brands Grow. 28:05 JB Steenkamp describes what inspired his study of private labels. 30:34 Mark Ritson discusses his passion for educating marketers and makes a big endorsement. 32:57 Seth Godin sets a new bar for marketers. 37:12   Resources Mentioned: Colleen Sellers Muddle No More Zyrtec Campaign Tom Bick – remembering Tom (AdAge) Kim Whitler – professor at UVA’s Darden School of Business Phil Kotler Kevin Lane Keller Byron Sharp Ehrenberg-Bass Institute JB Steenkamp at UNC Kenan-Flagler Business School Paul Polman Mark Ritson Raja Rajamannar Linda Boff Marc Pritchard Seth Godin Bob Hoffman Mark Barden Richard Shotton Wiemer Snijders Michael Platt Subscribe 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 Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/   Support the show.

Today's episode is about defining what style means and understanding it's importance in relation to building your brand equity. Visit www.laurenkress.com/grow-your-brand to access show notes and more.Key discussion points:1) What does style mean?2) Style fundamentals3) Style schemas4) Finding your style5) Why style is important for brand equityToday's questions:Joshua Siktar from Knoxville Tennessee asks "What are some examples of bizarre but effective personal brands you've seen?"Lyndall Farley, wellbeing consultant, sabbatical coach and organisational change consultant who founded Beyond a Break to help people discover the power of time off asks: "I find that my brands style has come from my personal style and way of communicating. It’s intuitive to me but how do I translate that into words when I bring people on to work on my brand marketing?"(Remember, each Wednesday I run a post on LinkedIn for question submissions to get audience votes on their favourite question for each week's topic! Listen to today's show to find out how to feature your business in the show and if you'd like me to tag you in the post so you don't miss it, get in touch with me on LinkedIn)A quote to share:"Style is something each of us already has, all we need to do is find it." - Diane von FurstenbergNext Week's Episode:Next week we'll continue with our discussion on developing your style, looking at some of the exercises and terms you can use to articulate your style so you can start developing your style guide.Links for resources and getting in touch:Tweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/Or you can also come and say hi on Facebook: https://www.facebook.com/laurenkressconsultingSend Lauren an email: lauren.kress@thechangemakers.org.auTo access other episodes, show notes, resources and more head over to: www.laurenkress.com/grow-your-brand

Today on the show we're continuing our discussion on brand personality. In part 2 we're looking at the 12 brand archetypes in relation to the four categories they fall under: Order, Freedom, Ego and Social. PLUS a fantastic question this week on our Q&A segment. Check out the links and full show notes at www.growyourbrand.com.auKey discussion points:1) Recap of the Why Gap2) The mistake many businesses make when they start trying to communicate their vision in market3) Getting clarity on the direction for your tone-of-voice and bringing your business story to life4) The 12 brand archetypes and how they relate to imagery, colour and key words and phrases5) How the same business and offering can portray themselves completely differently6) How to avoid bad clients and attract the right client-fit by developing your brand personalityToday's questions:George Ireland, NSW, Australia asks "How do you maintain an online presence without getting distracted from the core of the business?" (Remember, each Wednesday I'm running a post on LinkedIn to get audience votes on their favourite question for each week's topic!)A quote to share:"Let's say I'm working with a health coach or practitioner and they say to me, well our vision is really to make the world a healthier and happier place one person at a time. Beautiful vision, fantastic reason to exist and inspiring right? So that's the intention, but now, in the stories they tell they're sharing a lot of stuff about their program, how they work with their clients, credentials, testimonials, pricing structure, tontact details and messages to join their facebook group or download a copy of their ebook in exchange for an email address. But - where did that beautiful message go about the impact they wanted to make in the world? " - Lauren KressNext Week's Episode:Next week we're going to take a closer look at how to develop your style guide.Links for resources and getting in touch:Tweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/Or you can also come and say hi on Facebook: https://www.facebook.com/laurenkressconsultingSend Lauren an email: lauren.kress@thechangemakers.org.auTake the brand personality quiz here to find out what archetype best represents you and your businessAccess our eBook on the 12 brand archetypes here.

Today on the show we're going to start talking about your brand personality. I've split this into two shows because there is quite a lot to cover here, so in today's show I'm going to share more about why your brand personality is important and the gap it will help you address when it comes to your business growth. PLUS more great questions for our new Q&A segment. Check out the links and full show notes at www.growyourbrand.com.auKey discussion points:1) Where I see most clients get stuck2) The Why Gap3) How to stand out amongst your competitors4) How to start developing your brand personality5) Brand archetypes6) The brand archetype quiz - take the quiz hereToday's questions:Liam Anderson, Australia asks "What does "staying on brand" refer to?" Kyle Sarringar, South Dakota asks "What do I have to consider when figuring out what my brand is?"(Remember, you can also submit a question via email and remain anonymous if you prefer!)A quote to share:"Information combined with emotion becomes a long-term memory." - Jim KwikNext Week's Episode:Next week we'll continue onto part 2 on brand personality where we'll explore each of the brand archetypes and discuss examples of how brands use these archetypes to form stronger connections with their customers.Links for resources and getting in touch:Tweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/Or you can also come and say hi on Facebook: https://www.facebook.com/laurenkressconsultingSend Lauren an email: lauren.kress@thechangemakers.org.auTake the brand personality quiz here to find out what archetype best represents you and your businessAccess the article on the 5 key brand pillars here

If I asked you "What do you value?" - what comes to mind? Your brand values need to provide a code of ethics - a way of existing in the world - that your brand not only endorses but actively enforces. Access the full show notes, show transcripts, resources and more at www.laurenkress.com/growyourbrandKey discussion points:1) We made it to the Top 50 Entrepreneurship podcasts! Woohoo! Thanks everyone!2) What are your brand values?3) Why are your values important?4) How to write your values so others will act on them5) Thinking about your stakeholders attitudes and behavioursA quote to share:"Your brand values need to provide a code of ethics - a way of existing in the world - that your brand not only endorses but actively enforces." - Lauren KressNext Week's Episode:In the next episode we're going to focus on the value you create, the promises you make and how to write your elevator pitch.Got a question or have some feedback to make this show more valuable for you?Tweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/Or you can also come and say hi on Facebook: https://www.facebook.com/laurenkressconsultingSend Lauren an email: lauren.kress@thechangemakers.org.auPs. You can access the full show notes at https://www.laurenkress.com/post/how-do-i-write-my-brand-values

In this episode we look at the 5 pillars for brand growth to start building your brand map so you can get crystal clear on the purpose of every brand-related activity in your business. Why is it out of billions of people and millions of companies, we only recognise and remember a few?In this episode we explore how defining your purpose will help you stand out and be remembered. Understanding what it is you want to achieve and why you exist is the fundamental building block to creating a strong brand that others will be inspired and influenced by. Access links, show notes and more by visiting the episode website www.growyourbrand.com.auKey discussion points:1) Where your vision and mission sit on your brand map2) The 5 pillars for brand growth3) Why this framework will be important moving forward4) Taking stock of where you're at5) Start building your work-in-progress brand mapA quote to share"Instead of thinking of all the things you need to do for your brand in a static checklist, I think about it in terms of a framework involving 5 key pillars that will help you understand how you can continuously improve your brand." - Lauren KressNext Week's Episode:Your brand valuesLinks:Download the worksheet hereFor show transcripts and today's worksheet visit: https://www.laurenkress.com/post/brand-mapping-and-the-5-pillars-for-brand-growthTweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/

Not going to lie, I've been super excited to share today's episode with you... because today we're talking about what makes people tick - and why this is crucial to the stories you tell to your stakeholders

What does brand integrity mean? And why is it important for businesses to have brand integrity? Do businesses need to be perfect in order to be trustworthy?All this and more in episode 3 of Grow Your Brand.Access links, show notes and more by visiting www.growyourbrand.com.auKey discussion points:1) Who are your stakeholders?2) What is integrity and why is it important?3) Understanding the fundamental attribution error4) Don't let perfectionism stifle your brand5) The importance of clear communicationA quote to share"Growing a strong brand is less about being perfect and never getting a customer complaint and more about clearly communicating with each and every stakeholder by understanding their mindset and motivations." - Lauren KressTomorrow's Episode:We're going to take a look at how to build a positive reputation amongst your key stakeholders by talking about a few universal truths about what motivates human beings.Links:For today's show transcript, worksheet and video visit https://www.laurenkress.com/post/brand-integrity-and-being-worthy-of-trust-from-your-stakeholdersTweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/

Why is it out of billions of people and millions of companies, we only recognise and remember a few?In this episode we explore how defining your purpose will help you stand out and be remembered. Understanding what it is you want to achieve and why you exist is the fundamental building block to creating a strong brand that others will be inspired and influenced by. Access links, show notes and more head to www.growyourbrand.com.auKey discussion points:1) Why do some brands do a better job of motivating the masses than others?2) Simon Sinek's Golden Circle3) Why knowing your "why" isn't enough4) How we bring people together to work towards a common goal5) What questions you can ask yourself to start crafting your vision6) Working through your template to help you define your brand purposeVideo to watch:Check out Simon Sinek's original TED talk on The Golden Circle here: https://www.youtube.com/watch?v=qp0HIF3SfI4A quote to share:"Telling effective stories is not easy. The difficulty lies not in telling the story, but in convincing everyone else to believe it. Much of history revolves around this question: how does one convince millions of people to believe particular stories about gods, or nations, or limited liability companies? Yet, when it succeeds, it gives Sapiens immense power, because it enables millions of strangers to cooperate and work towards common goals." - Yuval Noah Harari, SapiensTomorrow's Episode:We'll be talking about how your brand purpose relates to your brand integrity and how to build trust with the people who matter most for you to succeed at your vision.Links:For show transcripts and today's worksheet to help you define your brand purpose head to: https://www.laurenkress.com/post/defining-your-brand-purpose-why-do-you-existOr download today's worksheet directly hereTweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/

We're kicking off this show by talking about what "brand" means and why growing your brand will help you gain so much more out of your life! Why is it out of billions of people and millions of companies, we only recognise and remember a few?In this episode we explore how defining your purpose will help you stand out and be remembered. Understanding what it is you want to achieve and why you exist is the fundamental building block to creating a strong brand that others will be inspired and influenced by. Access links, show notes and more at www.growyourbrand.com.auKey discussion points:1) Who is this show made for?2) Brand will help you to have more influence and impact in your professional and your personal life3) How to get the most out of this show4) Your brand is your reputation - how others perceive you, your company, your movement or your idea5) A brand needs to have a reason to exist - otherwise, why is the brand there? What value does it have?6) We trust brands who aren't trying to just "fit in" but truly stand for somethingA quote to share"The most successful personal brands will focus on sharing that most authentic self with the world and in business it's the same - we trust brands who aren't trying to just fit in, but truly stand for something. We trust brands who act on their intentions." - Lauren KressTomorrow's Episode:We're going to explore more about the alignment between what we say and what we do. In order to build a strong reputation that draws people in and invites them to be a part of our story, we need to define our purpose. Tomorrow we will go through step-by-step how to define your purpose.Links:Today's show transcripts are available here: https://www.laurenkress.com/post/brand-what-it-means-and-how-it-will-help-you-get-more-out-of-lifeFor all show transcripts head to: https://www.laurenkress.com/growyourbrandTweet with Lauren: @laurenkress89Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/

Professor Byron Sharp, Director of the Ehrenberg-Bass Institute and author of ‘How Brands Grow’ discusses the importance of evidence-based marketing for buying behaviour and brand growth.

We did it a year and a half ago and as we approach the end of year three, its time to clear out the notes and half-baked ideas to create a clean desk to begin year four. From attribution, metrics, behavior change and all things in between, thank you for listening. Show Notes: Andrew Gadomski’s article on measuring employer brand How Brands Grow by Byron Sharp Find me: HireConf – NYC Recruitcon – Nashville Employer Brand Headlines Stay up to date on the podcast and the employer brand industry

Very excited to be releasing this special episode this week where we talk about Prof Byron Sharp's How Brands Grow specifically in relation to some of the controversial discussion that has occurred around differentiation vs. distinctiveness.Joining me to explore this topic is award-winning brand expert Stella Gianotto!Stella is the founder of Brand for Brands Agency creates brands for a purpose, profit or a legacy. She has developed 1000 brands worked with over 3000 more.Her brands have been on the oprah winfrey show and worn by celebrities.Be sure to subscribe to our podcast to never miss an episode of #theoyster where we ask our expert guests to share their pearls of wisdom about the Science Behind Better Business.

**Hot on the heels of our maiden podcast, we collar JP Hanson. ** **He is the CEO and co-founder of Rouser, an international strategic consultancy firm headquartered in Stockholm, where he works making client brands better, not just bigger, and stresses that his singular goal is to build client profit. ** If this wasn’t enough, he contributes to outlets such as The Drum and the IPA’s EffWorks, and is increasingly delivering entertaining, no-nonsense talks across the globe, as well as being a qualified lawyer. The Rouser Manifesto, built on; ‘Strategy First, tactics Later. Brand Always’, is something we regularly dive and dip into at Gasp, so we are box-of-frogs excited that our kindred spirit is on the podcast. /////  **JP Hanson:** Twitter: [@RouserJP](https://twitter.com/rouserjp) [The Rouser Manifesto](https://rouser.se/manifesto/): A Proposal for How to Get Marketing Back to the Boardroom The Drum [His methods still matter – a response to ‘David Ogilvy must die’](https://www.thedrum.com/opinion/2018/01/25/his-methods-still-matter-response-david-ogilvy-must-die) [The Halo Effect](https://www.amazon.co.uk/Halo-Effect-Business-Delusions-Managers-ebook/dp/B000NY128M) by Phil Rosenzweig [How Brands Grow](https://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560) by Byron Sharp [Eat Your Greens](https://www.amazon.co.uk/Eat-Your-Greens-Wiemer-Snijders/dp/1789016754/ref=sr_1_1?s=books&ie=UTF8&qid=1550828070&sr=1-1&keywords=eat+your+greens) by Wiemer Snijders [The Long and the Short of It](https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies) by Les Binet & Peter Field **Gasp:** [Gasp](https://www.gasp4.com) Agency Website [Causing Mayhem. What Does it Take to Create a Great Advert?](https://www.gasp4.com/blog/causing-mayhem-what-does-it-take-create-great-advert) [Strategy & Tactics](https://www.gasp4.com/blog/strategy-tactics) /////

This week we're talking about market penetration - how to make sure your brand is getting out there, getting noticed and being remembered by your potential customers. Based off the work of Byron Sharp in his book "How Brands Grow" the 7 things you need to do are: 1. Continuously reach all buyers of a category 2. Ensure the bran is easy to buy 3. Get noticed - make sure your brand is salient 4. Refresh and rebuild memory structures 5. Create and use effective brand assets 6. Be consistent 7. Stay competitive 

Marketing Week editor Russell Parsons speaks to Professor Byron Sharp (the influential author of How Brands Grow and director of Ehrenberg-Bass Institute at the University of South Australia) about what motivates his work, what attracted him to a career in marketing and more. Through his work he has gathered the attention of some of the world’s biggest brands, many of which have adopted his evidence-based approach. However, some have also taken issue to his black and white approach. Sponsored by Salesforce.

När all digital marknadsföring fokuserar på att snäva ned målgrupper eller hitta spetsigare kanaler för konvertering så diskuteras vikten av att bygga varumärke i digitala medier. Vi diskuterar bland annat varför budgetfördelningen förflyttas mer mot aktivering och mindre till att bygga varumärke och varför fördelningen 60/40 är så viktig. Vi undrar om digitalt någonsin kommer kunna gå om TV som medie för att bygga varumärke och bred kännedom. Mycket av samtalet denna vecka baseras på ”How Brands Grow” av Byron Sharp och IPA studierna ”Media in Focus” och ”The Long and the short of it” av Les Binet och Peter Field. Tre böcker vi varmt rekommenderar lyssnarna att läsa!

In our sixth episode, we change things up by speaking to two guests – Steve Osborne and David Pike of design agency OsbornePike. Describing themselves as a big agency in a small package, Steve talks about two brands that have influenced him – Innocent and BrewDog – as well as his advocacy for the ideas in Byron Sharp’s book ‘How Brands Grow’. We’re later joined by David, and talk about how they came to set up the agency, and what makes for a successful creative pitch.

Dr. Fader is the Professor of Marketing at Wharton School of the University of Pennsylvania. Professor Fader's expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains. Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative (http://www.wharton.upenn.edu/wcai/), a new research center that serves as a “matchmaker” between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions. Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.   Dr. Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantages.   Questions:   Tell us a bit of your journey How do you feel about Customer Service on a global level? What is Customer Lifetime Value? Why is it important for a business to understand what that means? Whats the difference between Customer Friendly vs. Customer Centric? (as described in the book “Customer Centricity”) Traditional Segmentations vs. True Segmentation How can companies adjust with customers who want Instant Gratification specifically the Millennials? Leadership and getting them understand there is a great connection between Customer Experience and their bottom line? What is really Customer Relationship Management? How do you stay motivated? What is the online resource, tool, website or app that you absolutely cannot live without in your business? Are there any books that have had the greatest impact on you? What’s the one things that is going on in your life that you are really excited about, something that you are either working on to develop yourself or your people?     Highlights   Dr. Fader expresses how fulfilling his journey has been from being an IT Major at  MIT. He further states this journey is one that he would have never imagined as he never thought he would ever wake up saying “I wanna be a Marketing Professor” and quite to the contrary - he says that he’s a Math Geek - he enjoys predicting things in particular granular things. He says it is rather fun to predict….which customer is going to buy, when, what and for how much and how often are they going to come back!   Dr. Fader says that during his undergraduate programme at MIT, one of his professors just observing how he loved predicting stuff in sports and music…suggested “You ought to throw some of that predicting stuff in Marketing.” He says 30 plus years later, he has never been happier because it is such a natural domain for someone who loves math, predictions. He further says the field is just waking up to appreciate the needs for these kinds of technical skills and equally important strategic implications that arise from that.   Dr. Fader states he is in two minds on Customer Service - he says that he believes that it is way better than it was decades ago and it has improved. He says companies genuinely care more, as a consumer it is more fun and interesting. On the other hand he believes that some companies are going a little bit too far. They are not going to get a good ROI on the investments of customer service as they are rolling out the red carpet too broadly, too eagerly without being very careful to understand what impact these customer service activities are having on the value of their customers. They are taking a “one size fits all”, “Customer is Always Right” approach.    Dr. Fader states frankly that he believes that is irresponsible as the companies should really not be doing all different kinds of customer experience activities without understanding in a precise manner the impact that it is having on the value of the customer they are serving.   Dr. Fader says that while everyone should know the ins and out of Customer Lifetime Value (CLV), however, he states there are a couple of problems with that as he believes it is like “Cheap Talk” it seems companies are checking a box instead of really, truly, building the business in a formal, strategic manner around CLV. He further stated the way companies are doing the calculations if they are doing it at all…..tends to be pretty poor. He further explains, for instance the companies will find proxies for CLV, they might look at historic profitability, Net Promoter Score (NPS), even credit scores, FICO score and just use that as a proxy for CLV! Dr. Fader says, “I’m not saying that those are bad metrics, but they are not CLV and if you are going to be building strategies around it then you had better be calculating it the right way.” Dr. Fader says, “Once you calculate it the right way, validate it, understand the underlying components of it…..then that will drive so many strategic decisions not only when it comes to Customer Service but even when it comes to deciding which products to launch, which regions to go into, which competitors to worry about etc.” Dr. Fader says it has far reaching strategic implications.   Dr. Fader in explaining the difference between being Customer Friendly vs. Customer Centricity states that part of it he believes is his own fault as he should have come up with something more unique for his book title because he thinks Customer Centricity makes it sound more like…”Let’s just be nice to The Customer, The Faceless/Nameless Entity who happens to buy our products and services..…that’s the Customer Friendliness part.” Dr. Fader says he looks at all of these great stories of world class customer service such as Nordstrom giving a customer money back for tires that he did not buy there and wonders..… There are lots of companies that put Customer Service as Job #1 and reinforcing what he said earlier, Dr. Fader says that is often a mistake! Dr. Fader says that you have to understand which customers you are being friendly with and what impact that’s going to have on them and what other kinds of customers that is going to attract. A specific example, Dr. Fader says he looks a lot of companies that are hiring an army of people to monitor Twitter and everytime they see someone tweet about their company, if they are having some problem, they will get the SWAT team out there to fix whatever the problem is for the customer and it sounds so nice! Dr. Fader says in many, many cases - it is a complete waste of money! Dr. Fader says what companies need to do is when someone is tweeting about them for better or worse - companies need to understand the value of that customer and use that; kind of as a way of doing Triage…..making sure that the really valuable customers if they are having a problem - we are going to handle it first and the lower value customers…..(don’t ignore them or chase them away) but if they have to wait, even if they have to suffer a little bit….that’s okay! Dr. Fader says companies should be always on call for those high value customers. So it is essential for companies to sort out this generic, one size fits all, we will be nice to everyone kind of Customer Service vs. Service Activities that are closely tied to the value they are going to create.   Dr. Fader states that customer segmentation is not the same as we learnt in our Marketing 101 classes as Dr. Fader says in most cases companies are segmenting their customers on the basis of observable variables such as demographics, where they live, media habits or other observable traits. Dr. Fader plainly states, “I’m not saying there is anything wrong with that….but it’s ineffective.” Dr. Fader says the best way to segment is on the basis of Customer Lifetime Value (CLV). “So let’s pull out our magic wand and figure out the forward looking value of each of our customers and then break them up into groups/percentiles, top 10 percent, 20 percent and all the way down to the bottom 10 percent and then let’s understand how these customers are different from each other. Then after doing that we can layer on the demographics and the media habits after we have done the segmentation as way to profile to the different value tiers as opposed to the original way of creating segments in the first place. Once we see these differences among our customers - this new data will guide a lot of the activities that we will be doing in Customer Service.”   Dr. Fader in response to Millennials being the bulk of the work force and wanting instant gratification stated he would respond in two parts. He firstly stated that he does not like this whole Millennial thing as he does not like or agree with that kind of stereotyping as he believes that it is wrong and ineffective! Dr. Fader says to paint with the same brush on people who are born between a certain set of years is a terrible, terrible mistake and companies need to stop doing it which goes back into what Dr. Fader said earlier - companies should not be segmenting customers based on when they were born and instead segment them based on what they will be worth in the future. With reference to answering the group of persons between the ages of 19 and 35 years old, Dr. Fader says there will be tremendous heterogeneity within that group, there will be some who absolutely follow that stereotype, there will be some who resemble the “Baby Boomers” like Dr. Fader (as he jokingly refers) and other people within that same group who aren’t so lazy and spoilt.    Dr. Fader says there are some customers out there who are going to be needier, who are never going to be happy, some customers that when you give them one thing they are going to want more and more! Dr. Fader says that’s where CLV comes in as the CLV will help companies understand the value of these customers and the cost of delivering on that value as well as acquiring and maintaining customers like that. Dr. Fader reiterates that’s one of the reasons why the second part of his book is  titled “Focus on the Right Customer for Strategic Advantage.”   Dr. Fader says focus on the right customers for Strategic Advantage - as a business you have to pick and choose as some customers will be more valuable than others and as a business you really need to invest to figure that out and if you don’t - you will be wasting a lot of money on some low value customers. Dr. Fader says there a lot of people out there that are kind of afraid of CLV as they think it’s kind of “scary” and “mathy” and they are not sure what they would do with it, it’s kind of this great unknown - so they just throw themselves into Customer Service and Customer Experience and Customer Journey and believe if they do all of that really good then it absolves them of really doing CLV. Dr. Fader says there is a beautiful interplay between the two because companies cannot do Customer Service, Customer Experience and Customer Journey unless they are comfortable with and cognizant of CLV.   In response to our question on Leadership and getting the company owners and leaders to understand the great importance of Customer Experience to the bottom line - Dr. Fader responded that is why he wrote his book “Customer Centricity: Focus on the Right Customers for Strategic Advantage.” Dr. Fader says he has been developing these CLV models for years and years and years going around to companies preaching how this can really help their business and the company would respond saying, “We have all these geeks and nerds over in analytics….go and talk to them because we have a business to run here, I’m the CMO….I’m too busy for that kind of non-sense.” Dr. Fader said he found all of that rather frustrating. He further stated that a lot of companies are truly missing the mark. Dr. Fader said he wrote his book Customer Centricity as a call to action, as a wake-up call to get get C-Level people to really appreciate the strategic importance, the competitive imperative of really understanding Lifetime Value and all of the different ways that it can be leveraged.   Dr. Fader says that he is a number cruncher but a number cruncher that’s on a mission to get the C-level people to wake up and smell the CLV!   Dr. Fader says that it is pleasing to know that companies such as Starbucks have wised up and made a 180 saying that we get it now and we have to focus on the CLV, not all our customers are the same.   Dr. Fader said CRM was out there too early when it was originally released in the MarketPlace and many businesses did not know what to do with it. He says now because of the stagnation of product centricity, globalization, the millennials and all these different reasons….Customer Centricity is more understood and much more necessary and now it’s finally time for the CRM Revolution.   Dr. Fader speaks about a book that was very influential for him when writing his own book “Angel Customers and Demon Customers” by Larry Selden and Geoffrey Colvin. The book makes reference to a bank that had a customer that applied for Mortgage services and the experience was as if the bank and the mortgage section were two separate entities! There was no integration with the teams that dealt with regular day to day banking. The truly  Customer Centric companies truly understand the 360 approach of viewing customers not just from one activity but all activities. Dr. Fader says banking has been one of the more impressive sectors that have woken up to really try new and innovative ways to understand their customers.    Dr. Fader further states that he wants everyone in the company thinking of the customer and the customer value regardless of where they are in the business  productions, sales or customer service.   Dr. Fader states another popular thing in business now is “Customer Based Corporate Valuation”, because if you are a company where the vast majority of your revenue comes from customers and you can figure out the CLV from the present customers as well as the customers that you are likely to acquire in the future and you add all that stuff up - that’s the value of the firm! Dr. Fader says he has been doing that with companies - checking the CLV and matching it back with Wall Street’s value of the company and matching them up and the reason he is doing it because he wants the CFO to really look at it and see the direct co-relation between CLV and the bottom line! Dr. Fader said this is actually more accurate, more timely, more actionable, more valuable than the top down methods of valuation. Dr. Fader says he wants CLV to be this Gold Standard Metric that everyone in the organization can appreciate so there will be less battles in a company over these different kinds of metrics.   Dr. Fader says he really loves what he does and he’s building all of these predictive models and he knows in a small way he’s changing the world and that brings him great joy! Dr. Fader says he loves the teaching, research and the companies that he deals with for research. He really believes that he has been very fortunate and he works across every sector imaginable!   Dr. Fader says his number one app is Twitter - he further says it is very much where he gets all of his updates and connections. He really loves Twitter. Dr. Fader further states on a side note of apps and websites he loves - he created a website called coolnumbers.com a website dedicated to the world’s greatest collection of dollar bills with interesting serial numbers. He says if you have too much time on your hands you can head on over to that website and put in any 8 digit number and it will tell you how cool it is on a 0-100 scale! Dr. Fader says that it is utterly pointless and there is no redeeming social value and it’s completely stupid but a simply nice outlet for someone who likes to crunch numbers. He comically says this is where he let’s his true geek hang out!   Dr. Fader says he has a whole bunch of  books he would recommend as being influential as he is an avid reader! He mentions “Consumer Behavior Models for Non-Statisticians” by Jerome Greene and he states Greene was a media researcher not an academic that went into some statistical and technical data that has been helpful to him and continues to be helpful for his students. He further mentioned another book - “How Brands Grow” by Byron Sharp as a Professor at the University of Australia. Dr. Fader says he highly recommends this book to everyone because the principles presented here are radical but they are supported by the kinds of models that Dr. Fader builds along with other people around the world and it is completely non-technical as it has mostly stories and principles.   Dr. Fader is very excited about Zodiac - his new start up! He shares Zodiac (zodiacmetrics.com) is an online platform that bolts right on to a company’s transaction log system, sucks out their transaction log data, calculates all the CLV in real time and then injects them right back into their CRM system. Dr. Fader says he does not want to tell companies what to do, what experiments to run, which customers to go after - Dr. Fader just wants to give them the right ingredients for them to be able to do that. Dr. Fader wants to create that magic wand, that engine that will give companies one less excuse to not do the CLV thing.   Dr. Fader also mentioned he’s already thinking of a follow up to his first book - the CLV Playbook - once more companies get to really understand and practice the true functions of CLV - this book would be their guide.   We would welcome a subscribe, rate and review for the show and also that the listeners can come hang out at Navigating the Customer Experience Community on Facebook. This is a private Facebook group for our listeners and past guests to come over share insights and industry trending topics and discussions on business and customer experience – click here!    INTERVIEW LINKS: www.PeteFader.com www.ZodiacMetrics.com www.Twitter.com/FaderP “Angel Customers and Demon Customers” by Larry Selden and Geoffrey Colvin “Consumer Behaviour Models for Non-Statisticians” by Jerome D. Greene “How Brands Grow” by Byron Sharp