Up Next with Gabriella Mirabelli Gabriella Mirabelli

From the aroma of freshly baked bread in a grocery store to the crisp scent of a new car, our senses play a crucial role in shaping our perceptions and evaluations of products. However, recent research has delved deeper into the relationship between visuals and olfactory sensations, uncovering fascinating insights into how pictures of scented objects can influence consumer behavior.
Today, we had the privilege of speaking with Zachary Estes, Professor of Marketing, Co-Director of the Behavioral Research Lab, and Director of the PhD in Management at Bayes Business School, City University of London, and Varun Sharma, Assistant Teaching Professor of Marketing at Carnegie Mellon University, Qatar. Their research delves into the intricate interplay between cognition, emotion, and consumer behavior, focusing on sensory marketing and its impact on product evaluation.
This research sheds light on the transformative potential of olfactory visuals to leverage scent in marketing and how, in certain instances, these visuals offer brands a strategic advantage in capturing consumer attention.

In today's discussion, we delve into the journey of Nick Childs, a former creative leader in the advertising industry, as he shares insights into his transition to purpose-driven entrepreneurship. After unexpectedly leaving advertising, Childs faced the challenge of reinventing his career, ultimately co-founding DIRT, an AI-powered content measurement engine. Through innovative biometric neuroscience methods, DIRT democratizes audience research, providing creators with valuable insights into audience engagement.

In the world of consumer behavior, word of mouth stands tall as a potent force shaping preferences and purchase decisions. But what exactly does it mean in the digital age, particularly for the discerning demographic of 13 to 39-year-olds? MaryLeigh Bliss, the Chief Content Officer at YPulse, offers invaluable insights from their latest trend report on word of mouth, shedding light on its nuances, impact, and implications for marketers eager to engage with young consumers.

”It is possible for hindsight to inform future plans.”  
–  Felix Velarde, Scale at Speed
 
Navigating growth can be both exhilarating and challenging. To shed light on this journey, we speak with Felix Velarde, the visionary behind the groundbreaking book "Scale at Speed: How to Triple the Size of Your Business and Build a Superstar Team." With decades of experience in entrepreneurship and digital agency leadership, Felix shares invaluable insights into the strategies and mindset required to scale businesses effectively, offering a holistic framework for navigating the complexities of business growth. By embracing strategic foresight, empowering teams, and fostering a culture of innovation, businesses can chart a path to sustainable success in an ever-changing world.

In the ever-evolving landscape of business-to-business (B2B) industries, maintaining customer relationships and ensuring customers derive maximum value from products or solutions is paramount. Customer Success Management (CSM) goes beyond traditional sales and marketing strategies. To shed light on the nuances of CSM and its significance, we had the privilege of interviewing Bryan Hochstein, an associate professor of marketing at the University of Alabama. 
CSM represents a paradigm shift in how businesses engage with their customers in B2B industries. By prioritizing customer success and aligning organizational strategies accordingly, companies can foster long-term relationships, drive customer satisfaction, and achieve sustainable growth.

Downtown Music Holdings exemplifies a modern approach to the music industry, prioritizing artist empowerment, technological innovation, and adaptive strategies. As the industry continues to evolve, Downtown remains committed to championing artists and fostering a thriving creative ecosystem.
Today, we're exploring the transformative landscape of the music industry with Downtown Music Holdings’s CEO, Andrew Bergman. With over two decades of experience in the music realm, Andrew offers insights into Downtown's evolution and its commitment to empowering artists in an ever-changing landscape.