Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
Ep 19: 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, Be Relevant, Be Reasonable, Be Repeatable
Skip’s Kitchen – https://www.cbc.ca/radio/undertheinfluence/how-a-deck-of-cards-earns-one-restaurant-lineups-out-the-door-1.5103238
Five Guys Fries – https://www.mashed.com/228032/why-five-guys-always-gives-you-so-many-extra-fries/
Penn & Teller – https://www.latimes.com/travel/deals/la-tr-vegas-penn-teller-free-20160712-snap-story.html
Air NZ Sky Couch – https://www.airnewzealand.com.au/economy-skycouch
Umpqua Bank – https://www.businessinsider.com.au/umpqua-bank-offers-customers-direct-access-to-its-ceo-from-its-stores-2012-2
Holiday World & Splashin’ Safari – https://www.holidayworld.com/holiblog/2000/10/21/holiday-worlds-free-drinks-wins-international-award/
Dr. Snip – http://www.finkbuilt.com/blog/vasectomy-clinic-pocket-snips/
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Ep 18: Measuring & Leveraging Cognitive Biases for Fun & Profit - The Messy Middle Pt 2
In 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, another dagger in the heart for poor old brand loyalty theory? Consumers don't know why they purchase what they purchase and neither do you. Why exactly does Sam need three TVs anyway, and who the hell is Hisense?
Ep 17: 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, does something need to be ugly to be believably functional?
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.
Ep 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'. exploration and evaluation loops. the power of purchasing triggers, is purchase abandonment a bigger issue than cart abandonment?, behavioural biases raise their head again.
Ep 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, 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 a B2B context, Heuristics
Really enjoying your content guys!