Good Assumptions: Marketing Unpacked

Good Assumptions
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Good Assumptions explores how to turn those Assumptions in Marketing into Outcomes. We Cover a Collection of Topics, from basic Marketing 101 topics on how to start from scratch with a new company, to building out an enterprise level Martech Stack to optimize operations and growth in a mature organizations. From the Basics of Branding to Behavioral Lead Scoring, will explore topics in Marketing through Work Session, AI Generated Overviews and Q&A sessions.

Episodes

  1. 6D AGO

    Beyond the Loop: Building Brand Trust That Survives AI

    Twenty years of chasing algorithms (SEO, social, performance marketing) and brands are more exhausted than ever. Today we're talking about why the AI era isn't just another optimization problem, and why the brands that win it won't be the ones with the best prompts. They'll be the ones that were real all along.

    20 min

  2. FEB 12

    The Book of Doug - Disconnect

    The revelations of the Book of Doug. The Power of Disconnect.   https://docs.google.com/document/d/1YueJJXJRooibpnpZ02V8n88XELf-EwjO5ScuPY6ndj4/edit?usp=sharing

    18 min

  3. 12/12/2024

    Marketing Lessons: Exploring the Liminal Utility-Persona (LUP) Model for Deeper Customer Insights

    Ever feel like you’re missing the mark when it comes to understanding your customers at a more human level? In this episode, we dive into the Liminal Utility-Persona (LUP) Model—a cutting-edge framework that blends persona creation, utility mapping, and critical decision points to give you an unparalleled view of your audience. We’ll unpack how to identify key “liminal” moments in the customer journey, understand their emotional and rational drivers, and use these insights to craft more meaningful, resonant marketing strategies. Tune in and discover how the LUP Model can transform not just what you say, but how and when you say it, empowering you to create campaigns that truly connect and convert.

    15 min

  4. 12/06/2024

    Influence Unleashed: How Coca-Cola Shaped the Modern Santa Claus and Claimed Christmas

    Ever wondered how Coca-Cola made Santa Claus the face of Christmas? We’re breaking it down! In this quick dive, we uncover the strategy behind Coca-Cola’s iconic Santa campaign—how they transformed a holiday figure into a global brand ambassador. Join us for key takeaways on how cognitive drivers, emotional resonance, and cultural influence turned a soda into a Christmas tradition and reshaped holiday marketing forever.

    15 min

  5. 11/23/2024

    Marketing Lessons: Understanding the 7 Questions Framework to Build a Marketing Strategy

    Ever feel like your marketing strategy is missing something? We tapped into Google’s NotebookLM to unpack the 7 Questions Framework in this quick and insightful podcast episode! In this episode, we break down the 7 Questions Framework, the ultimate guide to building a marketing plan that works. From defining your audience to crafting the perfect message and choosing the right channels, we’ll explore how answering these seven core questions can transform your campaigns.

    19 min

  6. 11/13/2024

    Marketing Lessons: Understanding the 4 Pillars of the Behavioral Influence in Marketing

    Ever wonder what really drives consumer decisions? We tapped into Google’s NotebookLM to unpack the Four Pillars of Behavioral Influence in this quick and insightful podcast episode! From Cognitive Drivers to Emotional Triggers, Social Influence, and Environment & Design, we’ll explore how these pillars shape behavior and how you can use them to supercharge your marketing strategies.

    19 min

  7. 11/13/2024

    Influence Unleashed: How Listerine Established a "Disease", AND the Cure.

    Ever wondered how Listerine turned an antiseptic into a household staple? We’re breaking it down! In this quick dive, we unpack the strategy behind Listerine’s "halitosis" campaign—one of the most influential marketing moves in history. Join us for key takeaways on how fear, psychology, and social influence transformed a product and reshaped consumer habits.

    11 min

  8. 10/30/2024

    Marketing Lessons: The Maturity Model

    Understanding your company's maturity level in marketing and sales is crucial for effective strategy development. A Maturity Model acts as a roadmap, guiding companies through stages from foundational efforts to advanced strategies. Recognizing these stages helps avoid pitfalls, align teams, optimize processes, and ensure sustainable growth tailored to specific needs.

    26 min

  9. 10/23/2024

    Marketing Lessons: How to Evaluate a Campaign

    We built this Marketing Campaign Evaluation Framework. It’s designed to take you through a step-by-step process to critically assess your campaign before it goes live, helping you predict the ripple effects your marketing might have. Whether it’s aligning with your brand identity, connecting with your audience, or considering ethical and legal concerns, this framework is a comprehensive guide to ensure your campaign lands positively.

    18 min

  10. 10/22/2024

    Influence Unleashed: How Dove used BIM to Redefine Beauty

    Influence Unleashed is a series of case studies where we deep dive into iconic ad campaigns and show how the new strategies we teach came from the lessons in the past. Let's explore the four key pillars of the Behavioral Influence in Marketing (BIM) framework using Dove's "Real Beauty" to explore

    12 min

  11. 10/22/2024

    Marketing Lessons: Introduction to Kapferer’s Brand Prism

    Branding has come a long way since we were putting our mark on the things we wanted to sell. This is a brief introduction to one of the most used Branding Frameworks out there: Kapferer’s Brand Prism. The rise of social media and other technologies has stretched this model a bit thin, but it's the perfect Framework to use when you are Just Getting Started to lay the foundations of your Brand Guidelines.

    9 min

  12. 10/21/2024

    Influence Unleashed: How Wendy's used BIM to Find the Beef

    Influence Unleashed is a series of case studies where we deep dive into iconic ad campaigns and show how the new strategies we teach came from the lessons in the past. Let's explore the four key pillars of the Behavioral Influence in Marketing (BIM) framework using Wendy's "Where's the Beef" to explore: Cognitive Drivers Emotional Drivers Social Influence Environment & Design Note: Generated by NotebookLM

    11 min
  • 12 Episodes

About

Good Assumptions explores how to turn those Assumptions in Marketing into Outcomes. We Cover a Collection of Topics, from basic Marketing 101 topics on how to start from scratch with a new company, to building out an enterprise level Martech Stack to optimize operations and growth in a mature organizations. From the Basics of Branding to Behavioral Lead Scoring, will explore topics in Marketing through Work Session, AI Generated Overviews and Q&A sessions.

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