10 episodes

Welcome to the Total Experience podcast from Tribal London - a podcast about brand experience. What it is, how it works and how we can all do it better. Each episode we’ll be bringing you enticing, fresh and thought-provoking perspectives as we go deep on a new and different aspect of brand experience.

Our aim in creating this podcast is to take the good conversations we have about brand experience with our clients, our colleagues and other people whose opinions we value, from inside and outside the industry, and share them with a wider audience.

The Total Experience Podcast is hosted by Richard Cable, former BBC journalist and now Head of Content at Tribal London, the Total Experience agency.

We hope you find this podcast useful and interesting. We’d love you to get involved and let us know how we’re doing and the sort of things you’d like us to cover in future episodes.

The Total Experience Podcas‪t‬ Tribal London

    • Marketing
    • 4.9 • 25 Ratings

Welcome to the Total Experience podcast from Tribal London - a podcast about brand experience. What it is, how it works and how we can all do it better. Each episode we’ll be bringing you enticing, fresh and thought-provoking perspectives as we go deep on a new and different aspect of brand experience.

Our aim in creating this podcast is to take the good conversations we have about brand experience with our clients, our colleagues and other people whose opinions we value, from inside and outside the industry, and share them with a wider audience.

The Total Experience Podcast is hosted by Richard Cable, former BBC journalist and now Head of Content at Tribal London, the Total Experience agency.

We hope you find this podcast useful and interesting. We’d love you to get involved and let us know how we’re doing and the sort of things you’d like us to cover in future episodes.

    Now everything's f***ed, what's next?

    Now everything's f***ed, what's next?

    It's the question that's on everyone's lips. We look at the role brands and brand experience can to play in building a brave new world.

    In this episode:

    We wrap up Season 1 of the Total Experience Podcast a.k.a. 'Brand Experience in the Age of Corona' by looking at what brands can do to shape our uncertain future in a positive way. With Richard Cable.

    A frame of reference

    The hero's journey
    The region of supernatural wonder
    The Spanish Flu of 1918, the Wall Street Crash of 1929 and the global protests of 1968 all rolled into one
    A world facing economic catastrophe, global pandemic, racial injustice and inequality


    Planning for total victory

    Why it's not ridiculous to talk about brand experience at a time like this.
    Constructive thinking
    Seismic change
    History's horrible precedents
    Shaping the world for good


    The bandwagon is the place to be

    Brands and social progress
    Courageous individuals and grassroots movements - George Floyd and the humiliation of Donald Trump
    The purpose of a brand
    Embracing, normalising and amplify positive change.
    Brand purpose is still bollocks
    Creating bandwagons of our own
    Branded cynicism
    Aligning what you do and what you say


    Revenge spending and the slump to come

    Lockdown easing and rising optimism
    "Revenge spending"
    Government debt and small to medium business meltdown


    Where brands add value

    Enterprise value and powerful brands
    Recklessness of neglecting your brand


    Why brand experience is so important: brand, people, touchpoints and creative

    Brand

    Digital transformation and innovation
    The inherent dangers of short-termism and neglecting your brand
    Adidas as one to watch


    People

    Radically altered customer demographics - new skills, asymmetrical effects, the positive effects of lockdown


    Touchpoints

    Reweighting your brand ecosystem
    The rise of social commerce
    The re-rise of AR and VR
    Only as strong as your weakest touchpoint


    Creative

    Crises and creativity
    Creative red herrings
    Glitz and glamour vs grit and grime
    The birth of the anti-hero
    Smashing shibboleths


    Summary

    The positive role for brands in unfucking the world
    Being on the right side of history
    The engine of recovery

    • 18 min
    McDonald's versus Coronavirus

    McDonald's versus Coronavirus

    In this episode:

    The scale of the McDonald's business

    - A dynamic and complex business
    - Product and experience
    - Diversity of touchpoints
    - Geographical diversity
    - Menu diversity
    - Segment diversity
    - Guest counts and sales
    - Speed of the feedback loop
    - DDB and McDonald's

    From advertising to strategic planning and tactical activation
    - Market to market activation
    - Digital transformation
    - Focus on convenience - experience, accuracy and efficiency
    - Optimising process in a process driven company
    - Changing consumer tastes and experience
    - Artificial intelligence
    - Creating interconnected, intelligent touchpoints
    - Preference and transactional data
    - Loyalty and longitudinal data
    - Data driven marketing, analytics and experience design
    - Creating a coherent brand experience


    Maximising the interaction

    - The balance between delivering the most value for customer and business
    - Short term (activation) vs long term drivers (brand)
    - Constantly adapting to circumstance - a very responsive business


    McDonald's and the Coronavirus crisis

    - Restaurant closures
    - Cautious reopening
    - Focus on crew
    - The perils of getting it wrong
    - A return to the foundational elements of the business
    - People needing the basics more than ever - Quality, Service, Cleanliness
    - The 'bubble of happy'
    - Producing 40 million Big Macs all the same
    - Switch to drive thru, changes to menu, delivery changes, dark kitchens
    - The benefits of being a 'known quantity'


    Creating intergenerational connections

    - Happy Meals and birthday parties
    - No longer a family mealtime
    - Screen distractions
    - Matching the brand with the next generation


    Innovation and brand experience

    - Entrepreneurship vs innovation
    - Bazaars vs cathedrals
    - The difficulties of tech mediated brand experience
    - A gap that needs closing
    - Giving franchisees and restaurant managers the capacity

    • 25 min
    A positive from the pandemic

    A positive from the pandemic

    In this episode:

    Verity Ayling-Smith, training and consultancy advisor with Leonard Cheshire and the 'Change 100' programme, and Priyanca Desouza, user research and Change 100 intern.

    What disability is

    - Protected characteristics, diversity and inclusion
    - Disability as a normal and common thing
    - Bringing down the barriers in recruitment and the work environment
    - A wide range of accessibility needs


    The visibility of disability

    - Disability more prevalent than we realise
    - The duty of employers to remove barriers
    - Choosing whether or not to disclose your disability
    - Employers missing out on fantastic talent
    - The inexplicable employment gap for disabled people


    Change 100 and Leonard Cheshire

    - Leonard Cheshire's mission to support disabled people
    - Change 100's mission to close the employment gap for disabled graduates and students
    - Matching skills to roles
    - A highly competitive programme
    - The popularity of marketing and communications
    The challenging language of job descriptions


    The value of different life experiences

    - Resilience, creativity and difference by default
    - The danger of the agency bubble and cookie-cutter thinking
    - Actively welcoming and valuing a difference life experience
    - Championing inclusive experience design


    The 'amplified self'

    - The problem with traditional recruitment
    - Jim Carroll and the amplified self
    - Excellence vs mediocrity


    The positives of the lockdown (for us all)

    - How remoteness has brought colleagues closer
    - A more personalised way of working
    - It's not where you work but how - challenging office culture
    - Business investment in agile, remote working and management
    - A more autonomous, liberated and creative workforce

    • 18 min
    An insane story of isolation, humanity and brands

    An insane story of isolation, humanity and brands

    In this episode:

    January 1998: casting for a new show

    - The luck of the draw
    - Meet Nasubi
    - A secret destination
    '
    'A life out of prizes'

    - Naked and alone with only a phone
    - The million yen target
    - Eggplants and modesty


    The physical impact of isolation

    - A starvation diet
    - The first roll of toilet paper
    - What you own but can't use

    The mental impact of isolation

    - Curtailed stimulus
    - Compensating for lack of emotional feedback
    - Anthropomorphising
    - Radical deterioration and mental suffering


    Doubling down on the cruelty

    - An unwitting megastar
    - Victory - suspended
    - Nasubi in Korea
    - Nasubi flies home
    - The brutal show finale


    We are all Nasubi

    - Parallel experiences
    - The impact of isolation

    An analogy for brand experience

    - More anxious, more cautious, more socially isolated and lonelier
    - The practicalities of a post-Covid economy
    - Not making isolation worse
    - Be more 'Great British Bake Off"
    - Enhancing what makes us human
    - Brands not just claiming human qualities but exhibiting them

    • 8 min
    What we can learn from America

    What we can learn from America

    In this episode:

    Leigh Baker, founder of New York creative brand consultancy we@leighbaker, talks to us about the different approaches US and UK brands have taken to the Coronavirus crisis and what we can learn from both.

    How the US does brands differently

    - Marketing at scale
    - Immediate impact
    - The hard sell
    - Wearing your heart on your sleeve


    The US special relationship with brands

    - The Super Bowl
    - Clint Eastwood and "It's half time for America"


    Brands stepping into the breach

    - Weak institutions leaving a vacuum


    The 3 different approaches of American brands

    - Branding the moment - Nike
    - Do something, but what? - American banks
    - Good, honest promotional utility - Burger King


    The US reaction to the crisis

    - Why American brands don't stop
    - Creative perils of group think
    - Lockdown fatigue and reactive marketing


    Green shoots of a new US brand behaviour

    - A shift in tone - the new optimism
    - It's OK to be funny - Geico
    - Hard times and escapism


    What the US can learn from the UK

    - Brand experience beyond the advertising
    - Getting your digital act together
    - A unified response from strong institutions

    • 12 min
    Why flying blind is a bad idea

    Why flying blind is a bad idea

    Strategic research has a vital role to play in navigating brands out of the current crisis, but not if we're not doing any. One for the strategists, with planners extraordinaire, Roger McKerr and Darren Savage.

    In this episode:

    Roger McKerr, founder of insight and strategy agency Davies McKerr, and Darren Savage, chief strategy officer at Tribal London and lecturer at the Oxford Business School, discuss the crucial role of research in shaping brand strategy as we emerge from the Covid 19 crisis.

    How the world has changed

    - Ever-shifting points of reference
    - Doing the unthinkable
    - Forget getting back to 'normal'


    Imposed behaviour change and new social norms

    - Imposed behaviours
    - Forming new rituals and habits
    - How crisis exposes differences
    - Challenges to strategy
    - A much more complex audience profile


    How brands have responded to the crisis

    - Shutting down 'non-essential' activity
    - The IPA Bellweather Report
    - Halting strategic research


    The dangers of strategic short-termism

    - Paralysis through lack of analysis
    - Brands that are doing well
    - Nike's integrated brand experience
    - Brands that are doing badly
    - Primark's devastating lack of ecommerce


    Insight as an enabler of action

    - Building new insight
    - Creating confidence


    What brands should do next

    The 5 point plan

    - Identifying new consumer needs/preferences
    - Getting your tone of voice right
    - Reviewing and revising media plans
    - Thinking about what your brand stands for
    - Combining behaviours and communications


    Positives coming out of the crisis

    - Positivity and human nature
    - Leveraging our intuitive gifts
    - Innovation and experimentation

    • 15 min

Customer Reviews

4.9 out of 5
25 Ratings

25 Ratings

Blueflower1 ,

Insightful stuff

I learn something with every episode.

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