Brandwidth

How to build a B2B brand and the problem with LinkedIn Ads

In this episode we discuss: Why is so much marketing literature focussed on B2C What does Jenni Romaniuk have to say about B2B? Does the law of double jeopardy matter for B2B as much as it does for B2C? Benefits of ling term brand building for B2B businesses Priming a buyer for your B2B brand…

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What is the leading brand of politics in Australia?

In this episode we discuss: Why you don’t mess with social media influencers on social media. If not sales, what should marketing be ultimately measured by? What is the leading brand of politics in Australia? What really is “the Murdoch press” anyway? Is news media a product and if so, should they tailor that product…

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The 5 Best Digital Channels (that are not Facebook or Google)

In this episode we discuss: The scary fact that 60% of digital advertising spend is spent with just two companies, Facebook & Google. How did Google ads evolve and why are they now dominated by big brands? Are we now seeing a golden age for new digital channels? What are the top 5 digital channels…

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Can you be strategic about word of mouth?

In this episode we discuss: Word of mouth is always seen as important, but why aren’t we more strategic about it? What is a Talk Trigger? What’s the difference between a USP and a Talk Trigger? Types of Talk Triggers – Talkable Empathy, Talkable Usefulness, Talkable Generosity, Talkable Speed, Talkable Attitude Talk Trigger Criteria – Be Remarkable,…

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Measuring & Leveraging Cognitive Biases for Fun & Profit – The Messy Middle Pt 2

In this episode we discuss: The impact of cognitive biases on purchasing decisions What exactly are category heuristics and why do they matter? Experts vs Acquaintances who do consumers really pay attention to? Why 2 for 1 is better than 50% off, every time Stacking biases and other fun games for marketers Brand preference fragility,…

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The Job to be Done

In this episode we discuss: What job are we ‘hiring’ the products we purchase to perform? The surprising truth behind milkshake purchasing behaviour A better question to ask consumers than “why” they purchased something Are two jobs to be done better than one? Why you should talk to your customers instead of talking about yourself…

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B2B Brand Strategy: Are the rules different?

In this episode we discuss: Branding in the B2B space compared to B2C B2B brand strategy is important as an internal driver of organisations How are B2B brands built vs B2C brands The important role of people in B2B brands The role of brand purpose in B2B Marketing mix and effectiveness in B2B brands B2B…

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The Messy Middle of Purchase Behaviour

In this episode we discuss: The evolution of consumer buyer journey frameworks Initial consideration vs active evaluation The latest research into active evaluation What exactly is the ‘messy middle’ Exploration and evaluation loops The power of purchasing triggers Is purchase abandonment a bigger issue than cart abandonment? Behavioural biases raise their head again Resources Mentioned…

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Costly Signalling Theory and Behavioural Science in Marketing

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…

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Price Sensitivity & Brand Loyalty During a Recession

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…

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