There's the brand marketers on one side and then there's Edgar Baum on the other. He has mathematically proven the complex relationship between brand and revenue. Edgar is even called as an expert witness in court cases, and has developed an ISO valuation standard, such is the depth and integrity of his knowledge regarding the valuation of intangible assets.
Why is Tesla so valuable? Why are CPG/FMCG brands under attack? Is a brand more than a logo and your brand design guideline document? How does a brand work and why do people buy?
Find out about this and much more. If you've a fan of the work that Ehrenberg-Bass is doing in the field of branding, this is the perfect complement to this level of discussion.
Warning: not suitable for the brand-fluff marketing types or CFO's suck in the legacy world of tangible assets. This is a fresh take on the world of branding and could be confronting for many listeners who do not have an open mind.
There's nothing worse than acting on poor advice. Sometimes it can be better to do nothing at all in retrospect. As a business owner, how to you ensure that you're receiving the best quality advice at the time? What are the different options out there and what are their pros and cons?
Louise is the founder of The Advisory Board Center, the world's only global body for formalized advisory boards. In this interview she explains why it can be so effective to leverage world-class, independent advisers who work collaboratively to solve complex business problems.
Every business right now is looking at ways to maximize the economics within their organisations.We discuss the difference between an advisors and consultants, her success using an advisory board to grow her own company, why the US was obsessed with Australian lemon myrtle during WW2 and even penguins.
If you are a business owner, board member, executive or entrepreneur, this is essential listening.
After self-confessing to male interviewee selection bias, I reached out to my network and found Kathryn. She had the perfect vibe. I immediately knew her knowledge was solid and best of all, she wasn’t afraid to tell it like it is.
She also happens to work with one of Australia’s largest tech companies, Atlassian, the company that owns Trello, and created popular SaaS tools, JIRA and Confluence. This was a perfect opportunity to see how she views customer experience strategy and I wasn't disappointed.
In this interview she doesn’t hold back, mixing top level strategic thinking with tactical approaches which you could implement immediately in your organization. She's extremely generous in sharing some of her battle proven tactical playbook without getting too deep into the weeds of jargon. Anyone working towards truly improving the customer experience in their organization needs to listen to what she has to say.
I could blabber on for every about how good this discussion was for me, but you should just click the play button and find out for yourself.
Post COVID the online economy is booming but which retailers are being left behind? What new technology is out there to help retailers replicate the in-store experience online? What does retail look like in the future as traditional, globalised production networks are put pressure by economic lock-downs. Shadi Taleb gives us a detailed glimpse into this future. He tells us about the most lucrative new marketing channel that exists but which few marketers are familiar with - mass personalization. His team has created tech which makes this process cost effective, even for the smallest brands in the market. We go through his entrepreneurial journey, how he found a gap in the market and how he views himself as a facilitator in a market that's being put under immense competitive strain. From his work with major brands such as BigW, Nestle, and Mondelez (owner of Cadbury) through to pioneering world-first, personalized AR experiences. If you’re interested in product marketing, personalization, retail, eCommerce and tech, this is an episode you shouldn't miss. This is his second podcast interview ever, so quite a rare coup for this marketing channel series.
We’ve all heard, “how you say something” is sometimes more important than “what you say” but is true in business. Sometimes it's not your product or what you’re selling that’s important, but how you sell it and pitch it to the market that makes the difference. Positioning is one of the most misunderstood and often frivolous areas of marketing strategy, often dominated by perceptual map matrices and a boatload of ethereal jargon. This is why we needed to speak to Anton today to help cut through all of this fluff and tell it like it is, drawing on his years of practical experience.
Anton’s worked for global agencies, client side and - as a consultant for both big and small brands. He’s worked in multiple sectors from tech to FMCG - services and product. He’s personally been involved with strategy and tactical execution on everything from direct mail to website development
He confesses upfront that he’s not textbook learnt - instead developing his own simple processes which work nearly every time. We learn the secrets behind Apple and Virgin’s successful positioning strategy
Learn the critical difference between, purpose, pivoting, pitching and positioning.
Learn which of his positioning strategies is his favourite. And uncover the secrets to Virgin and Apple’s positioning success.
Don’t worry, this isn't an esoteric discussion and you don't need to have any deep prior knowledge before listening.
Anton cleverly wraps his wisdom into stories and practical examples from his career to let the points he’s making sink in.
There's key learnings for all marketers, all innovators, entrepreneurs, and anyone interested in brand or product
By tapping into Tim’s first hand knowledge we provide you with many juicy details which you can take away and either start or manage a successful podcast. This is one of our 'expert guide' episodes where we delve into one particular marketing channel in depth and provide you with a comprehensive guide.
We cover all the basics from picking a theme, to finding your niche, to getting famous guests, preparation, equipment, software, music, distribution and promotion.
We talk about both general approaches and specific tactics in each of these areas, even the names of different tools and hardware to use.
While this episode is first and foremost a guide, we also touch on Tim’s story and he graciously opens up about a topic close to his heart near the end.
If you’ve ever wondered how the world of podcasting works, this is an unmissable episode.
We've brought Andrew Walker back into the spotlight by convincing him to do his first podcast interview in years.
He's modest and usually keeps a low profile but he's one of the best examples of how powerful the growth mindset can be on someone's life.
There was a pivotal moment which forced him to change for the better. Learn why he gave up a pretigious, high-paying job in consulting to pursue a different trajectory which ultimately led him towards business success and the recent sale of his company for ten's of millions of dollars.
If you want a practical guide to the implementation of the growth mindset in your life and in business - this is the episode you need to listen to.
Lots of juicy nuggets of widsom, tips, tricks, books to read and methods to follow.
View all the references and links mentioned in the article via the James Hammon Blog