Brandwidth

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Costly Signalling Theory and Behavioural Science in Marketing

September 21, 2020 Brandwidth Uncategorized 00:39:45

In this episode we discuss:
  • Traditional Economic Theory vs Behavioural Economic Theory
  • Behavioural biases – the shortcuts our minds use to make decisions and what it means for marketers
  • Costly Signalling Theory and examples in life and marketing
  • Why a brand is a costly signal
  • Loss aversion and its roots from our evolution
  • Signalling in a B2B context
  • Heuristics

Resources Mentioned

Richard Thaler – Nudge: Improving decisions about health, wealth and happiness- https://www.amazon.com.au/Nudge-Improving-Decisions-Health-Happiness/dp/014311526X

Richard Thaler – Misbehaving: The making of behavioural economics – https://www.amazon.com.au/Misbehaving-Behavioral-Economics-Richard-Thaler/dp/039335279X

Richard Shotton – The Choice Factory: 25 behavioural biases that influence what we buy – https://www.amazon.com.au/Choice-Factory-Behavioural-Biases-Influence/dp/085719609X

Rory Sutherland – Alchemy: The surprising power of ideas that don’t make sense – https://www.amazon.com.au/Alchemy-Surprising-Power-Ideas-Sense-ebook/dp/B01F1HOAWA

22 Immutable Laws of Branding – Trout & Reis – https://www.amazon.com.au/22-Immutable-Laws-Marketing-Violate/dp/0887306667

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brand-width-marketing-podcast-australia

Price Sensitivity & Brand Loyalty During a Recession

June 9, 2020 Brandwidth Brand Strategy 00:33:10

In this episode we discuss:
  • How price sensitivity & brand loyalty change during economic downturns
  • Why the decisions we make as brands are amplified during times of recession
  • The not so obvious market opportunity (or threat) that exists right now
  • The pricing strategy discussions that all brands should be having right now

Resources Mentioned

IPSOS – Consumers Sacrifice New Products and Usual Brands During Economic Downturn – https://www.ipsos.com/en-us/consumers-sacrifice-new-products-and-usual-brands-during-economic-downturn

Betsy Bohlen, Steve Carlotti, and Liz Mihas – How the recession has changed US consumer behavior – https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/how-the-recession-has-changed-us-consumer-behavior

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Brand Agency vs SEO Agency – Who should you turn to when designing a new website?

May 12, 2020 Brandwidth Brand Strategy, Digital Marketing 00:38:42

In this episode we discuss:
  • The conflict associated with brand design vs search engine optimisation when designing a new website.
  • What happens when you leave your critical web design decisions to you brand agency?
  • What happens when you leave your critical web design decisions to you SEO agency?
  • Why Google loves long form text.
  • Is a #1 ranking in Google worth the compromise on user experience?
  • How exactly should you plan and run a website development project?

Resources Mentioned

 

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How to Create a Brand Name

April 28, 2020 Brandwidth Brand Strategy 00:34:00

In this episode we discuss:
  • Dean Millson’s tried and tested method for creating memorable brand names.
  • The four core types of name and how they differ.
  • Dangers of selecting a poor name.
  • The specific process Dean uses to brainstorm and decide on a name

Resources Mentioned

 

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Perceptual Cues, Priming and the Impact on Advertising

April 14, 2020 Brandwidth Brand Strategy 00:32:02

In this episode we discuss:
  • The impact that perceptual cues have on advertising.
  • How Australian brands such as Bunnings and JB Hifi have used perceptual cues to strengthen their brands.
  • How to use implicit memory to appear more attractive.
  • And why all roads always lead back to positioning.

Resources Mentioned

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

Jonah Berger & Gráinne Fitzsimons – Dogs on the Street, Pumas on your feet: How Cues in the Environment Influence Product Evaluation and Choice – http://knowledge.wharton.upenn.edu/wp-content/uploads/2013/09/13511.pdf

Samir Mamadehussene – Price-Matching Guarantees as a Direct Signal of Low Prices – https://editorialexpress.com/cgi-bin/conference/download.cgi?db_name=IIOC2018&paper_id=151

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Unlocking Your Brand DNA

March 31, 2020 Brandwidth Brand Strategy 00:45:45
In this episode we discuss:
  • The three types of Company DNA types.
  • How to discover your brand’s DNA.
  • Surprising truths some brands discover when they unlock their brand DNA.
  • How to bring a clients to tears, and make them pay for it.

Resources Mentioned

Andy Cunningham – Get to Aha! – https://www.cunninghamcollective.com/get-to-aha

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How Not to Refresh a Brand

March 17, 2020 Brandwidth Brand Strategy 00:37:55

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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Balancing Long Term and Short Term Objectives in Marketing

February 25, 2020 Brandwidth Brand Strategy 00:51:04

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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What’s Wrong with the Way Marketing Budgets are Set?

February 4, 2020 Brandwidth Brand Strategy, Digital Marketing 00:36:54

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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Brand Values & Culture

January 14, 2020 Brandwidth Brand Strategy 00:26:44

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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