10 episodes

Marketing and branding are among the main business growth drivers, but their priority in the boardroom is often overlooked.
Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every business. If you’re looking to grow your brand or community – locally, internationally, or across cultures – this one’s for you.
FOLLOW us on social:
LinkedIn: https://www.linkedin.com/company/brandingmag/
Instagram: https://www.instagram.com/branding.mag/
Twitter: https://twitter.com/brandingmag


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Branding over Wine Brandingmag

    • Business
    • 3.3 • 3 Ratings

Marketing and branding are among the main business growth drivers, but their priority in the boardroom is often overlooked.
Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every business. If you’re looking to grow your brand or community – locally, internationally, or across cultures – this one’s for you.
FOLLOW us on social:
LinkedIn: https://www.linkedin.com/company/brandingmag/
Instagram: https://www.instagram.com/branding.mag/
Twitter: https://twitter.com/brandingmag


Hosted on Acast. See acast.com/privacy for more information.

    Why Don’t Brands Grow According to Plan? – Research Insights

    Why Don’t Brands Grow According to Plan? – Research Insights

    “If you have fuzzy definitions, you can’t measure them. And therefore, you can’t say if you’re right or not.”
    World-renowned research professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, category entry points, and more:

    Why physical availability is more than just distribution;Light buyers, non-buyers, and penetration;Category entry points and the 7Ws;How to grow new brands;The truth about consistency.
    “It doesn’t actually matter what you plan to do. If you grow, [by penetration] is how it will happen.”
    — Jenni Romaniuk


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    • 49 min
    Why Are Scandinavian Brands so Successful?

    Why Are Scandinavian Brands so Successful?

    “Some of the values of these companies are also something that speaks to a lot of people.”
    Digge Zetterberg, Frontify’s head of communications, talks about what makes Scandinavian brands so successful – from the relationship between brands and societal values to democratizing products, and everything in between:

    Scandinavian values and egalitarianism;Democratic design and cross-team collaboration;Sociocultural differences inside and between countries;Examples from IKEA, H&M, and others.
    “A lot of these [Scandinavian] brands and a lot of these companies are very good at [cross-team collaboration].”
    — Digge Zetterberg

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    • 36 min
    What Is Foresight and What Is Its Function for the Brand?

    What Is Foresight and What Is Its Function for the Brand?

    “How could your business build a strategy, a plan, or even a product to help you prepare for how those consumer needs might be met in that distant future?”
    Mars Wrigley’s Joanna Lepore peeks into the future through foresight – a careful combination of creativity and science, that mixes strategy, marketing, and insights – to imagine relevant and objective outlooks for her organization:

    What foresight is and how it complements other inside functions;How foresight looks at business models;Methodologies and the 3 phases of foresight;Examples from Mars Wrigley brands and the new M&M's Munchums;
    “It [foresight] delivers you provocation, exploration, tools, and methodologies to make your existing strategy or plan more robust.” 
    — Joanna Lepore


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    • 39 min
    Why Brands Need Long-Term Commitment to Building Credibility

    Why Brands Need Long-Term Commitment to Building Credibility

    “You have to stay in business – and you not only have to stay in business, but you have to be profitable. Otherwise, you lose your capacity to help.”
    The famous David Aaker, Vice-Chairman of Prophet and Prof. Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, reflects on disruptive innovation and the imperative of building brand credibility. From the evolved equity model to brand stories – an insightful guide for modern brand building:

    How loyalty changed the game and its part in branding;The role of brands in society and how to attain authenticity;Learnings from Goldman Sachs, Barclays, and Buoy Soap;and more
    “With image and awareness, advertising can handle it. But when you put in brand loyalty, everything changes.” 
    — David Aaker


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    • 31 min
    How to Data-Drive Your Way to Customers’ Hearts

    How to Data-Drive Your Way to Customers’ Hearts

    Google’s chief measurement strategist, Neil Hoyne, brings clarity to how data and marketing come together; what and how to measure; moving beyond a single transaction; embracing human nature; and more.
    “Are we growing the value of that relationship? Yes! Then both branding and performance are tools. Their order [in terms of time sequence] matters much less here,” he explains, bringing concrete examples and spot-on metaphors that outline a solid course of action for marketers everywhere:

    Marketing accountability – a prime industry issue;Branding vs. performance marketing;Improving the customer lifetime value;Human behavior and the effect on trust;and more
    “Consumers have a little bit less trust when everybody is saying that a product is perfect.” — Neil Hoyne

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    • 36 min
    How to Increase Market Share – The Case of Decommoditizing the Potato

    How to Increase Market Share – The Case of Decommoditizing the Potato

    “Why aren’t they eating our products every day?” – Ingeborg Blaauw, Aviko’s intl. marketing manager, explains how the brand surpassed $1Billion by adding more value to the most generic of products – the potato. A case study on over a decade of outstanding marketing work:

    Bringing the potato higher on the decision-making tree;The role of the potato and ‘the cooking week’;Emotional sameness and universal concepts;Patterning, segmentation, and behavioral design;and more
    “Bananas and apples are different but we eat them in the same way.” — Ingeborg Blaauw
    Listen now if you want to give more meaning and value to consumer products and see how you can make your brand a greater part of consumers' life.


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    • 48 min

Customer Reviews

3.3 out of 5
3 Ratings

3 Ratings

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