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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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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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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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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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…
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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 Subscribe ItunesStitcherGoogle PodcastsDeezerRSS Feed
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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…
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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 Subscribe Itunes Stitcher…
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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 –…
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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…
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