Canned the Marketing Podcast

Stephanie Quantrill
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Join Ben van Rooy and Stephanie Quantrill as they bridge the gap between business and consumer marketing, sharing contrasting perspectives, proven strategies, and real-world insights for marketing leaders navigating today’s complex landscape.  Brought to you by Human Digital and Cue Marketing.

  1. 6D AGO

    Episode 26: The Challenger’s Advantage: Why the Underdog Thinks Smarter

    When you’re up against a giant, you do not outspend them. You out-position them.  In this episode of Canned, Ben van Rooy and Stephanie Quantrill unpack challenger brands versus market leaders and why bigger is not always better. From Pepsi taking on Coca-Cola at the Super Bowl, to Whittaker's holding its ground against Cadbury, and how Skinny emerged in response to 2degrees, this is a sharp, practical breakdown of how David can beat Goliath.  If you manage brand in NZ or Australia, this one is worth a listen. What You’ll Learn in This Episode  • Why positioning is your most affordable weapon  • How repetition builds mental availability when budgets are tight  • When market leaders should launch sub-brands versus stay the course  • Why reframing the category can be more powerful than product innovation  • How defending your lane beats trying to be everything to everyone Bonus Nuggets  • The Super Bowl Pepsi polar bear taste test and what it signals about competitive framing  • Why Whittaker’s goes upmarket instead of chasing Cadbury on price Call to action  If you are either the scrappy challenger or the comfortable category leader, this episode asks one uncomfortable question: are you defending your positioning hard enough? Resources mentioned:  • Pepsi  • Coca-Cola  • Whittaker's  • Cadbury  • 2degrees  • Skinny  • Dollar Shave Club  • Gillette  • Unilever  • OpenAI Connect with us:  • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned:  • Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.com Timestamps  00:00 – Challenger brands versus market leaders  00:11 – Pepsi, Whittaker’s and the positioning battle  16:23 – Skinny launched as a response to 2degrees  17:19 – Dollar Shave Club and acquisition strategy  24:22 – Repeat, repeat, repeat as a challenger strategy  44:15 – Why Whittaker’s cannot be Cadbury www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    47 min

  2. FEB 4

    Episode 25: Where to Play, How to Win (And What to Stop Doing) - The Strategy Episode

    Strategy gets talked about a lot in marketing—but is rarely defined well. In this episode of Canned: The Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) cut through the noise to unpack what strategy really is, why so many businesses confuse it with tactics, and how that confusion quietly kills focus, momentum, and results. What You’ll Learn in This Episode Strategy is a set of choices, not a plan True strategy answers where you play and how you win—before a single tactic is chosen.Why strategy is as much about saying “no” as it is saying “yes” Trade-offs are not a weakness; they’re the point.The hard line between strategy and tactics Media plans, campaigns, and content calendars are execution—not strategy.Why marketing strategy must ladder up to business strategy When marketers don’t understand the commercial direction, they are destined to fail.What good strategy looks like inside real organisations Clear positioning, consistency over time, and fewer, better campaigns.Why constant reinvention is usually a red flag Strong brands evolve—but they don’t panic-reset every year.Bonus Nuggets Why being “busy” often masks a lack of strategyThe inbox vs intention problem most marketers faceWhy channel-hopping is a symptom, not a solutionThe myth that strategy needs to be clever or complexA refreshingly practical take on “strategy on a page”Why Listen? If you’ve ever been asked to “do a strategy” when what’s really wanted is a media plan—or you’ve watched teams mistake activity for progress—this episode is for you. Steph and Ben bring clarity, lived experience, and straight talk to one of marketing’s most misunderstood disciplines. You’ll come away with sharper language, stronger conviction, and a clearer sense of how strategy should actually guide your work day to day. Chapters (with timestamps) 00:00 – Welcome & scene setting Why strategy keeps coming up—and keeps being misunderstood.02:30 – What strategy really is A clear definition and why documents aren’t the point.06:30 – The cascade of choices Where to play, how to win, and the power of focus.11:45 – Strategy vs tactics Drawing a firm line between thinking and doing.15:30 – Marketing’s role in business strategy Why marketers need context, not just briefs.20:00 – What good strategy looks like in practice Consistency, positioning, and fewer campaigns done better.27:00 – Brand examples and lessons Who’s staying the course—and who’s getting distracted.35:00 – Clarity over cleverness Why great strategy simplifies decisions instead of complicating them.39:00 – What’s next Teasing the upcoming episode on challenger brands vs market leaders.www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    41 min

  3. JAN 28

    Episode 24: Great Brands Are Built When the Wheels Fall Off - Unpacking the importance of Customer Experience

    Customer Experience Is the Brand (Especially When Things Go Wrong) In this episode of Canned the Marketing Podcast, Steph and Ben are joined by Sarah Clearwater, founder of Reframr, to unpack why CX is the delivery of your brand promise — and why the best brands shine brightest when everything goes sideways. This is a practical, no-nonsense conversation for marketers who are tired of talking about “customer centricity” and actually want to do something about it. What We Cover 1. Customer Experience ≠ Marketing (But They’re Inseparable) Marketing makes the promise.  CX keeps it — or breaks it. Sarah explains why CX is the glue between marketing, sales, product, service and tech — and why organisations that treat it as a silo end up with beautifully branded disappointment. 2. Why Journey Mapping Still Matters (When Done Properly) Journey mapping one of the most effective decision-making tools. We get into: Why org charts are the enemy of good CXWhere handovers really fail (hello B2B 👀)How mapping exposes misaligned KPIs across teamsSpoiler: most “lead quality” problems aren’t actually lead problems. 3. CX as a Growth Lever (Not a Vibe) If you’re struggling with: AcquisitionConversionRetentionChurnCost to serve…there’s a strong chance your promise and delivery are misaligned. Sarah breaks down how CX work connects directly to the metrics CFOs actually care about — without needing a six-figure tech stack. 4. B2B CX: The Invisible Journey Everyone Ignores B2B buying isn’t one customer — it’s a committee. We unpack: Why 7–10 stakeholders break most B2B journeysThe risk of selling to one person and onboarding anotherWhy CRMs help, but don’t magically fix experience gapsIf you’ve ever heard “marketing brings rubbish leads” or “sales kills momentum” — this bit will sting (in a good way). 5. Real CX in the Wild: When Things Go Wrong The best brand moments don’t happen when everything’s smooth. We share real examples from: Mecca and the Beauty Loop backlashASB delivering calm, human support in a crisisCatherine Wilson proving founder-led service still winsMitre 10 turning product advice into brand loyaltySmart Takes You’ll Steal for Work “Customer experience is how organisations build resilience, not just satisfaction.”Personas > demographics. Behaviour beats age every time.Talking to customers who cancelled will teach you more than 10 NPS surveys.If you digitise a broken experience, you don’t fix it — you scale the problem.Bonus for Marketers Sarah also shares: How to introduce CX into organisations that “aren’t ready”How to use moments like CRM re-platforming as leverageWhy CX and marketing are long-term partners, not project buddiesPlus: a free upcoming webinar on optimising pipelines using customer journey mapping. Who This Episode Is For Senior marketers juggling brand + performanceB2B marketers dealing with messy funnels and handoversAnyone sick of “customer first” being pure theatreLeaders who want fewer CX buzzwords and more business impactTo do your own customer journye map - try this free framework here: https://www.reframr.co.nz/90minutemap Lis www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    41 min

  4. JAN 16

    Episode 23: What to look out for in 2026 - Ben & Steph's Hot 2026 Predictions

    It’s 2026, Ben’s back from Rio (minus a phone… plus a backup phone like an absolute psychopath), and Steph’s back from a soggy Coromandel reset. This week, they crack open the crystal ball and give it their best shot at calling the trends for marketers to pay attention to in 2026—brand vs performance, AI slop, agency shake-ups, and why “real” is the new premium. What You’ll Learn in This Episode Brand is back (and B2B finally got the memo): Why over-relying on lead gen is about to hit diminishing returns—and what smarter funnel balance looks like.AI adoption + AI backlash: How the rise of AI is also creating demand for human tone, originality, and experiences you can’t copy-paste.Specialist agencies will win: Why consolidation opens the door for niche players (and why the big generalists may struggle to justify margins).The content explosion is coming: More content than ever… but quality will be the only thing that cuts through.Long-form makes a comeback: Podcasts, Substack, and deeper storytelling as a counter-move to short-form overload.B2B buyer expectations are evolving: Consumer-level experiences are now the baseline—generic websites and generic messaging won’t survive.New role alert: “Vibe Translator”: Why businesses may need a human to translate the subtext between CEO ambition and CFO caution. ;)Bonus Nuggets Ben’s Rio marketing lens: beachfront selling, loudspeakers, national pride, and the kind of “awareness” you can’t block.Elf Cosmetics x Liquid Death: a brand collab that’s basically a marketing fever dream (in a good way).SXSW Sydney cancelled: what it signals about event viability and where marketers might look instead (Austin, anyone?).CES gadgets: fridge cameras, barcode scanning, and a robot vacuum that does stairs (aka: the future is weird).Why Listen? Every week Canned breaks down localised marketing trends and hot takes every marketer needs to know . This episode is about 'better'.  Better brand thinking, better creative judgment in an AI-saturated world, and better strategy for where humans add value (hint: not generating 500 “Buy our widgets!” ads). If you’re trying to make smart calls on budget, brand, content, and capability this year—this episode will sharpen your instincts fast. Chapters (with timestamps) 00:00 – Welcome back to 2026: Ben (Human Digital) + Steph (Cue Marketing) set the scene00:34 – Holiday recap: Coromandel calm vs Rio chaos (and the stolen phone story)04:08 – Marketing in Rio: what stood out “in the wild”05:37 – Steph’s marketing news: Elf x Liquid Death + Sydney Sweeney/American Apparel talk08:44 – Ben’s news: Golden Globes adds a podcast category + CES highlights + SXSW Sydney cancelled13:00 – Episode setup: 2026 predictions + disclaimer (no fact-checkers were harmed)14:08 – Prediction 1 (Ben): Brand becomes even more important, especially in B2B16:13 – Prediction 1 (Steph): The “real” renaissance + experiences + anti-AI sameness19:39 – Prediction 2 (Ben): Rise of specialist agencies + in-housing + AI reshaping roles23:15 – Prediction 3 (Steph): Optimism returns (steady growth, not boom) + more fractional/specialist talent use26:29 – Prediction 3 (Ben): Content explosion: quantity rises, quality decides29:39 – Prediction 4 (Steph): Long-form comeback (Substack, blogs, longer storytelling) + more podcasts31:23 – Prediction 5 (Ben): B2B buyer experwww.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    39 min

  5. 12/24/2025

    Episode 22: End-of-Year Marketing Reckons: Who Nailed It, Who Blew It

    It’s the Canned Christmas special — and we’re not handing out participation trophies. Hosts  Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) are joined by brand strategist and cultural commentator Eugene Healey for a sharp, no-holds-barred breakdown of the brands that defined 2025 — for better and for worse. From Cannes side-quests to culture-war campaigns, this episode cuts through the hype to ask one brutal question: did it actually work? What You’ll Learn in This Episode Why Cannes feels more like a tech festival than a creative one Who really owns the agenda now — and why “creativity” is often just the theme, not the point.The danger of confusing discourse with demand Why brands can win the internet and still lose the market (hello, American Eagle).How New Zealand continues to punch above its weight creatively And why small markets can still make globally relevant work.What great brand recovery actually looks like When leaning into chaos is smarter than running from it.Why regulation is not an excuse for boring marketing And how the best brands find space to move anyway.What separates talkable campaigns from effective ones The difference between cultural noise and commercial impact. Bonus Nuggets Why Eugene calls Cannes “a tech conference wearing creativity as a costume”The real reason Australian industries feel creatively paralysedHow IKEA nailed its NZ launch by obsessing over lived experienceWhy Coca-Cola’s AI Christmas ads feel like “elevator music for television” Naughty & Nice List Highlights Naughty: American Eagle – cultural heat, commercial coldNice: Herpes NZ – purpose-led creativity that actually moved behaviourNaughty: Optus – when brand teams pay for operational failuresNice: IKEA – brand codes, executional detail, zero shortcutsNice: Cadbury Made to Share – product, packaging, and consumption moments alignedMeh: Coca-Cola – tradition on autopilot, now with AINice (and tear-jerking): John Lewis – proof emotion still beats assets Why Listen? If you’re sick of marketing commentary that confuses attention with effectiveness, this episode is for you. It’s a smart, funny, sometimes uncomfortable conversation about what actually builds brands in today’s fragmented, hyper-cultural landscape — and why courage, clarity, and taste still matter more than trend-hopping. Perfect listening for marketers who want to sharpen their thinking before 2026. www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    58 min

  6. 12/18/2025

    Episode 21: Why OOH Still Wins When Digital Gets Ignored

    Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) step outside the scroll and into the real world to unpack why Out-of-Home advertising (OOH) still stops people in their tracks. From billboards and bus wraps to special builds and stunts that earn global attention, this episode is a sharp, practical look at how brands can win attention when screens are saturated. If you think OOH is just “big signs,” think againWhat You’ll Learn in This Episode Why OOH Still Works in 2025 – How physical media cuts through digital fatigue and delivers recall.The Full Spectrum of OOH Formats – From classic billboards to digital, retail media, transport, projections, and special builds.When to Use OOH (and When Not To) – Clear guidance on awareness vs consideration vs context-led placements.Creative Rules (and When to Break Them) – Why simplicity wins, what kills impact, and how some brands successfully bend the rules.Special Builds & Earned Media – How one smart execution can outperform dozens of standard placements.Measurement Has Caught Up – Location data, attribution, and proving OOH actually drives store visits and behaviour.OOH Isn’t Just for B2C – Where B2B brands can play, from airports to elevators and conferences. Bonus Nuggets Spotify Wrapped as a masterclass in pairing OOH with personal data stories.Hell Pizza’s “Doobious Pizza” billboard and why one site can be enough if the idea’s strong.Why onions on a billboard might be technically valid… but emotionally unforgivable.The rise (and occasional annoyance) of retail media screens everywhere you stand still.The KFC “Gravy Train” – peak OOH meets PR genius.Why Listen? If your marketing plan still treats Out-of-Home as an optional extra or a legacy channel, this episode will recalibrate your thinking. Steph and Ben cut through the hype and nostalgia to explain where OOH genuinely earns its place in modern media mixes, how budgets have become more accessible through digital formats, and why creativity and context matter more than ever. Packed with real examples, honest opinions, and hard-won lessons, this is essential listening for marketers who want fame, not forgettable impressions. www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    46 min

  7. 12/11/2025

    Episode 20: Rebrand or Refresh? The Marketing Minefield Unpacked

    This week, Steph from Cue Marketing and Ben from Human Digital dive head-first into the chaotic, emotional, reputation-threatening world of rebrands - from the corporate phoenix moments (hello, Accenture) to the “no one asked for this” refreshes that get marketers yelled at at BBQs. With real-world stories from Spark, Enviro NZ, Four Square, Griffins, Enron (yes, really), and NZ Post, they unpack what makes a rebrand sing — and what makes customers grab the pitchforks. Grab a chocky biccy and settle in.What You’ll Learn in This Episode The REAL Difference Between a Rebrand and a Refresh Why marketers constantly mix them up, and why that confusion costs businesses millions.When to Rebrand (…and When to Absolutely Don’t) The strategic triggers that justify the cost, pain, and chaos — and the red flags that say “leave it alone.”The True Cost of Rebranding From uniforms to wayfinding - make sure you consider ALL the costs How to Take People With You Why internal buy-in is the make or break moment for any major identity change.Case Studies Marketers Can Actually Use The inside stories of Spark, Foursquare, Cracker Barrel, Griffins, Arthur Andersen → Accenture, NZ Post, and Vodafone → One NZ.Why Listen? Because rebrands are expensive, political, emotionally charged — and often completely misunderstood. This episode cuts through the fluff to give marketers the straight talk: when to refresh, when to rebrand, what it really costs, and how to not accidentally destroy decades of brand equity. If you touch brand in any way, this is essential listening — packed with real examples, candid insights, and the kind of hard truths only Steph and Ben will drop on-mic. Connect with the Hosts Stephanie Quantrill (Cue Marketing) – https://www.linkedin.com/in/stephaniequantrill/Ben van Rooy (Human Digital) – https://www.linkedin.com/in/benvanrooy/ www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    42 min

  8. 12/04/2025

    Episode 19: B2B Marketing: Why It’s Harder, Smarter & Far Less Boring Than You Think

    B2B finally gets its moment in the spotlight. In this episode, co-hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) dive into the misunderstood, often underestimated world of B2B marketing—where long sales cycles, buying committees, and high-stakes decisions make the work both exhilarating and brutal. From the politics behind procurement to the power of brand trust built years before a shortlist is even written, Steph and Ben unpack what really drives decisions in the boardroom. No jargon, no fluff—just the reality of modern B2B marketing that every marketer needs to understand. WHAT YOU’LL LEARN IN THIS EPISODEWhy B2B is not “B2C but boring” Longer cycles, higher stakes, more buyers—and why creativity still matters.How buying committees actually work The difference between economic, technical, user, IT and procurement buyers—and why one contact is never enough.The B2B buyer journey (hint: it’s very non-linear) From problem realisation to risk mitigation—and how to show up early.Account-Based Marketing (ABM) explained properly What it is, how it aligns with sales, and why relevance beats reach every time.The role of trust in B2B decision-making Why employees feel their career is on the line—and how testimonials, content and brand familiarity reduce perceived risk.If you loved this episode, share it with a fellow marketer who still thinks B2B is boring. And make sure you're subscribed—next week, we jump into the wild world of brand collaborations and how pairing up can make (or break) a brand.   RESOURCES MENTIONEDMarketing Association NZ – Top Talent Program https://marketing.org.nzDB Export Ultra Ice Collab Campaign https://www.db.co.nzIKEA New Zealand Pop-Ups https://www.ikea.co.nzHostsBen van Rooy – Human Digital https://www.linkedin.com/in/benvanrooy/Stephanie Quantrill – Cue Marketing https://www.linkedin.com/in/stephanie-quantrill/Names Mentioned in EpisodeAndrew Hughes – Global Head of SEM, Xero https://www.linkedin.com/in/andrew-hughes-992ba127/Di Liu – Marketing Association Top Talent InternJohn Miles – Marketing Association https://www.linkedin.com/in/johnmilesnz/EXPLORE MORE FROM CANNEDCanned the Marketing Podcast Website https://www.cannedmarketing.com www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin

    44 min
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About

Join Ben van Rooy and Stephanie Quantrill as they bridge the gap between business and consumer marketing, sharing contrasting perspectives, proven strategies, and real-world insights for marketing leaders navigating today’s complex landscape.  Brought to you by Human Digital and Cue Marketing.

Information

  • Creator
    Stephanie Quantrill
  • Years Active
    2025 - 2026
  • Episodes
    26
  • Rating
    Explicit
  • Copyright
    © 2026 Canned the Marketing Podcast
  • Show Website
    Canned the Marketing Podcast