Brand Strategy

Ep 22: 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

  • In market buyers vs out of market buyers.

  • How and where should we advertise for B2B?

  • Is LinkedIn a dog?

  • Social media usage statistics and why they matter.

  • The biggest LinkedIn understatement of the year so far. You heard it here, second.

  • Why Facebook may be a better place for your B2B ad than LinkedIn

  • The truth about display advertising

  • Could Microsoft display network be better aligned to B2B advertising than the Google Display Network

  • Are people who are in business still people and should we treat them as such?

  • Do CEO’s watch Lego Wars?

  • 3 ways to use LinkedIn for B2B (2 of which work.)

Resources Mentioned

Michaela Jefferson – Customer acquisition is the only viable growth strategy in B2B, says Ehrenberg-Bass’s Romaniuk – https://www.marketingweek.com/customer-acquisition-growth-strategy-b2b/

 Peter Weinberg & Jon Lombardo – Why B2B marketers need to bet big on ‘The Big Long’ – https://www.marketingweek.com/b2b-marketers-bet-big-long/

The B2b Institute https://business.linkedin.com/marketing-solutions/b2b-institute

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Ep 21: 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 to fit a particular market?
  • Is politics the one true case where brand purpose makes actual sense?

Resources Mentioned

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

Dee Madigan – The Hard Sell: The tricks of political advertising – https://www.amazon.com.au/Hard-Sell-Dee-Madigan/dp/0522866301/ref=sr_1_1

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Ep 16: 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 targeting 
  • ‘Emotion’ in B2B marketing
  • Influencing behaviour 

Resources Mentioned

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

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

Julian Cole & Mark Pollard – Live Action Strategy (Dos Toros) – https://docs.google.com/presentation/d/1vH4jnBYJNPfVQnXgydTP0ks67ITBbFUUb5nPlpR8xGU/edit?usp=sharing

 

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Ep 13: 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 – 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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Ep 12: Brand Agency vs SEO Agency – Who should you turn to when designing a new website?

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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Ep 11: How to Create a Brand Name

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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Ep 10: Perceptual Cues, Priming and the Impact on Advertising

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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Ep 9: Unlocking Your Brand DNA

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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Ep 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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Ep 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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