Brandwidth

Brandwidth® Episode 8: How Not to Refresh a Brand

In this episode we discuss:
  • The dangers associated with re-branding using the example of Harvey World Travel / Hello World.
  • When should you re-brand?
  • Why you should proceed with caution.
  • Why we are so easily tempted to update our assets?

Resources Mentioned

Where did ‘Hello World’ come from? https://stackoverflow.com/questions/602237/where-does-hello-world-come-from

Let’s Talk Branding Podcast – Jenni Romaniuk: Building Distinctive Brands – https://www.letstalkbranding.be/home/jenni

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Brandwidth® Episode 7: Balancing Long Term and Short Term Objectives in Marketing

In this episode we discuss:
  • the dangers of focussing too much on short marketing objectives
  • Are your short term campaigns damaging your brand equity?
  • Can digital marketing be used to drive brand awareness
  • How do long term factors influence short term decision making

Resources Mentioned

Les Binet & Peter Field – The Long & the Short of It – https://www.amazon.com.au/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X

Robert B Cialdini – Influence: The Psychology of Persuasion – https://www.amazon.com.au/influence-Psychology-Robert-PhD-Cialdini/dp/006124189X/ref=asc_df_006124189X/

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Brandwidth® Episode 6: What’s Wrong with the Way Marketing Budgets are Set?

In this episode we discuss:
  • The concept of zero-based budgeting
  • How should budgets be set?
  • What is the reality of how budgets are set currently?
  • Why is it so hard to increase marketing budgets, even when results are good?
  • Is there a more agile model for budgeting?
  • Why marketers might need to get more serious about what they measure.

Resources Mentioned

Mark Ritson – Why Unilever is right to adopt zero-based budgeting – https://www.marketingweek.com/why-unilever-is-right-to-adopt-zero-based-budgeting/

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Brandwidth® Episode 5: Brand Values & Culture

In this episode we discuss:
  • The impact that understanding your brand can have on your organisational culture.
  • Why brand values need to be more than some words on a wall
  • How your values can create behaviours
  • How to create ‘sticky statements’ that become memorable
  • Why if you need to include the word ‘trust’ in your brand values, you might have a problem.
  • Why you need to get to the essence of your brand values
  • What is the right number of brand values

Resources Mentioned

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Brandwidth® Episode 4: What is Customer Service?

In this episode we discuss:
  • The ban of plastic bags from supermarkets
  • Should brands take a role in social issues?

  • Net neutrality and censorship 
  • We touch a little on brand purpose, but leave that for another podcast
  • Yes we went quite off topic here!

Resources Mentioned

Australian Packaging Covenant – https://www.packagingcovenant.org.au/

Alex Jones / Infowarshttps://www.infowars.com/

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Brandwidth™ Episode 3: The Cost of Fear in Marketing

In this episode we discuss:
  • Aldi’s launch into Australia
  • Brand strategy is like insurance
  • Content marketing & providing value
  • Various approaches to creating content

Resources Mentioned

Content Inc. by Joe Pulizzi – https://www.amazon.com/Content-Inc-Entrepreneurs-Successful-Businesses/dp/125958965X

Free Writinghttps://en.wikipedia.org/wiki/Free_writing

Seth Godinhttps://seths.blog/

Dean’s Bloghttp://brandingandstrategyblog.com/

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Brandwidth™ Episode 02: Let’s start with first principles

In this episode we discuss:
  • What is the first principle of marketing?
  • Mental & physical availability.
  • Digital advertising effectiveness strategies.

Resources Mentioned

Bob Hoffman – The Ad Contrarian – http://adcontrarian.blogspot.com/

The First Principle of Advertising (The Ad Contrarian) – http://adcontrarian.blogspot.com/2018/08/the-first-principle-of-advertising.html

Advertising and the Mind of the Consumer: What works, what doesn’t and why: What Works, What Doesn’t, and Why by Max Sutherland – https://www.amazon.com.au/Advertising-Mind-Consumer-doesnt-Doesnt-ebook/dp/B003KK6GPU

How Brands Grow by Byron Sharp – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560

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Brandwidth™ Episode 1: Is your brand protected?

  • Is your Brand Protected?
  • What to look out for when Trademarking your brand.
  • What to do when you find yourself in a ‘brand crisis’.
  • How to choose a brand name.
  • The pros and cons of the ‘nonsense name’ vs the ‘generic name’.
  • The impact of domain name on SEO.
  • Does your brand pass the bus test?
  • Can you tell the difference between Twisties & Cheese Twists?

Resources Mentioned

IP Australiahttps://www.ipaustralia.gov.au/trade-marks
Dean’s Bloghttp://brandingandstrategyblog.com/
The Real Kiss FMhttps://kissfm.com.au/dimarca.com.au

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Brandwidth™ Episode 0: The all important introductory episode

Brandwidth™ is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.

In this short episode, Brandwidth hosts Dean Millson and Sam McEwin introduce themselves and concept behind the show. 

Resources Mentioned

Sam’s Agency bizwisdom.com.au
Dean’s Agencydimarca.com.au

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