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JUST Branding
S04.EP11 - How to Build Big Brands on Small Budgets with Ian Barnard
Aug 3, 2023
Marketing strategist Ian Bernard shares insights on building big brands on small budgets, including the 4Cs of positioning and creating future demand. He discusses common advertising mistakes, the 2-4-5 framework for full-funnel advertising, digital marketing mistakes, and strategies for top-of-mind positioning. The podcast also emphasizes the importance of brand marketing vs. performance marketing, creating a benefit ladder, the role of context in brand building, building awareness on a small budget, and the need for differentiation as a small brand.
50:45
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Quick takeaways
- The Two, Four, Five framework for brand marketing divides a campaign into a fame builder, short stories, and calls to action, allowing for a mix of brand and performance marketing.
- Building future demand through brand marketing is crucial for reaching the larger portion of the market who are not actively shopping, ensuring a constant source of new customers and higher profitability over time.
Deep dives
The Two, Four, Five Framework for Brand Marketing
The podcast episode discussed the Two, Four, Five framework for brand marketing. According to this framework, a brand campaign can be divided into three parts: the fame builder, short stories, and calls to action. The fame builder is a 30 to 60-second video that aims to build awareness and get stuck in people's heads. It focuses on being interesting, unique, or funny. This video can then be cut down into 15-second short stories, which highlight specific features or include a call to action. Finally, the short stories can be further cut down into GIFs or single image ads with clear calls to action. This framework allows for a mix of brand and performance marketing, ensuring both broader reach and targeted conversions.
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