Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics.
**Summary:**Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing on product or customer experience and getting noticed. They suggest using a mix of channels to increase visibility and provide reasons for consideration. They also highlight the value of trials, reviews, and testimonials to build trust. For semi-established brands, Sam and Dean recommend increasing physical availability and reinforcing key messages. They caution against getting bored and making rash decisions. They also suggest exploring new category entry points and finding quick wins in low-hanging fruit.For established brands, the focus is on staying present and mentally available. They stress the importance of repetition with creativity and not jumping at shadows. They also discuss the potential for brand extensions, using RACV’s expansion into solar as an example.
**Key Takeaways:**
1. New brands should focus on product or customer experience and getting noticed.
2. Semi-established brands should increase physical availability and reinforce key messages.
3. Established brands should stay present and mentally available, using repetition with creativity.
4. Brand extensions can be successful if there is a transfer of trust from the existing brand.
**Quotes:**- “New brands need to provide reasons for consideration and opportunities to trial.” – Dean Millson- “Repetition with creativity is key for established brands.” – Sam McEwin- “Brand extensions can be successful if there is a transfer of trust.” – Dean Millson
About The Guest(s):
Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics.
Summary:
Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing on product or customer experience and getting noticed. They suggest using a mix of channels to increase visibility and provide reasons for consideration. They also highlight the value of trials, reviews, and testimonials to build trust.
For semi-established brands, Sam and Dean recommend increasing physical availability and reinforcing key messages. They caution against getting bored and making rash decisions. They also suggest exploring new category entry points and finding quick wins in low-hanging fruit.
For established brands, the focus is on staying present and mentally available. They stress the importance of repetition with creativity and not jumping at shadows. They also discuss the potential for brand extensions, using RACV’s expansion into solar as an example.
Key Takeaways:
- New brands should focus on product or customer experience and getting noticed.
- Semi-established brands should increase physical availability and reinforce key messages.
- Established brands should stay present and mentally available, using repetition with creativity.
- Brand extensions can be successful if there is a transfer of trust from the existing brand.
Quotes:
- “New brands need to provide reasons for consideration and opportunities to trial.” – Dean Millson
- “Repetition with creativity is key for established brands.” – Sam McEwin
- “Brand extensions can be successful if there is a transfer of trust.” – Dean Millson
| Timestamp | Summary |
|---|---|
| 00:29 | Introduction to the podcast |
| 01:31 | Discussion about the Tip Top bread ad |
| 02:53 | Different stages of brands: new, semi-established, and established |
| 04:28 | Priorities for new brands: focus on product, get noticed |
| 06:28 | Provide reasons for consideration, offer trial opportunities |
| 07:53 | Importance of reviews and testimonials for new brands |
| 09:05 | Look for quick wins and low hanging fruit |
| 09:52 | Position hard against competitors for smaller brands |
| 11:21 | Examples of brands positioning against competitors |
| 12:10 | Playfulness and fun in brand positioning strategies |
| 12:15 | Discussion about brands becoming complacent or bored. |
| 14:06 | Priorities for semi-established brands: physical availability and customer experience. |
| 15:28 | Importance of reinforcing key messages and building trust. |
| 16:59 | Focus on staying present and growing the market for well-established brands. |
| 18:52 | Nostalgia as a strategy for connecting with customers. |
| 19:27 | Leveraging old brand assets or creative ideas from the past. |
| 20:45 | Reinforcing habits for market leaders, breaking habits for new brands. |
| 22:21 | Example of Coke and Pepsi’s different strategies based on market share. |
| 23:20 | Repetition with creativity to keep messaging fresh. |
| 24:24 | Importance of not making rash decisions and staying true to what got you there. |
| 25:00 | Brand extensions can be successful in the right circumstances |
| 26:47 | RACV is a trusted brand in Australia branching out into new industries |
| 27:54 | Transferring trust to a new category can be successful |
| 29:18 | Brand extensions can be challenging in highly competitive industries |
| 30:30 | Selling trust is a valuable marketing service |
| 31:36 | RACV’s long history of trust makes them successful in new industries |
| 32:47 | Fruity Beer is an example of breaking a category |
| 34:38 | Understanding objectives is crucial for successful marketing |
| 35:25 | Check out the Tip Top ad for a generic but nice advertisement |
| 35:30 | End of episode |