Brand Strategy

Brandwidth® Episode 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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Brandwidth® Episode 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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Brandwidth® Episode 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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Brandwidth® Episode 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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Brandwidth® Episode 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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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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