Brandwidth® Episode 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...
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Brandwidth® Episode 15: 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’...
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Brandwidth® Episode 14: 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...
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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...
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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...
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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...
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