Embracing Marketing Mistakes

Yep, Astonish cleaning products really started out in a shed in Leeds…  In this episode, we go behind the scenes of cleaning brand, Astonish, with owner and CEO Howard Moss, to learn about the one-man business that has transformed over 50 years into an international success, distributing to more than 30 countries worldwide. From Howard’s father attending agricultural shows across the UK with a simple cleaning product, to an unexpected opportunity over the pond that led to the ‘Astonish’ name itself, the origin story is nothing short of inspirational. It’s a real display of entrepreneurial spirit and of not staying down when you’re knocked. Howard has a refreshing philosophy of not over-analysing everything – something that extends to the brand’s marketing strategy and is exemplified by its brilliant Wimbledon sponsorship tactic. We discuss this, the importance of influencer marketing, and everything the brand has learned over an incredibly interesting history.It’s a masterclass in how entrepreneurial thinking and a genuine commitment to product quality can disrupt an industry, and a candid conversation into sustainable growth and authentic brand building.  Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

It’s easy to feel like things are quickly spiraling out of control when a crisis hits. Our latest episode takes a look at exactly what needs to be done when the heat is high, the pressure is on, and it feels like your back’s against the wall because of one type of disaster or another.  We discuss the types of crises businesses can face, from data breaches to PR disasters, and unpack real examples and the lessons learned – like Boeing’s operational blunders and Bud Light’s marketing missteps. We cover the importance of real-time monitoring, empathy-driven communication, and planning (planning, planning), and how these strategies can even turn a crisis into an opportunity. The key takeaway? Every crisis is manageable as long as there’s a robust plan in place to mitigate damage and retain brand trust. As the overly-quoted (but absolutely accurate when it comes to a crisis) idiom goes: "fail to prepare, prepare to fail"! Don’t treat a crisis as an ‘if’, but rather as a ‘when’ – and learn everything you need to prepare like a pro in this episode.  Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

AI is transforming PR, but is it actually replacing PR professionals? In this episode, we sit down with Jono Matusky, founder of Newsprint AI. Jono has built AI tools that automate media monitoring, press release writing, and executive briefings. But does that mean the role of PR professionals is at risk?We look into how AI is being used to save time, improve efficiency, and even uncover insights that us marketing professionals might miss. Jono shares the smartest ways to integrate AI into PR work, the biggest mistakes people make when trying to automate, and why some tasks still need a human touch. Plus, he reveals the Google Ads blunder that got his client de-platformed.If you’ve ever wondered what AI really means for the future of PR—and how to use it to your advantage—this episode is a must-listen. Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

Abigail Dixon, the brilliant mind behind the Whole Marketer, shares her inspiring journey from working at Burger King to hosting a podcast with over 130 episodes. Have you ever wondered how aligning personal values like connection, growth, and generosity with your career could transform your professional life? Abigail reveals her passion for psychology and business and how these elements fuelled her career and podcast during the pandemic, aiming to show diverse perspectives into her work.Feeling overwhelmed in your marketing career? We've got strategies to help you regain control and find fulfilment by understanding your motivations and setting priorities. Abigail discus with us the common stressors in marketing, the immense emotional energy required to align stakeholders, and the highs and lows marketers face. Learn how to navigate these challenges and why support and alignment are crucial for a rewarding career.Marketing is no longer just a supporting role; it's a strategic business pillar. Abigail discusses how marketing professionals have evolved over the last 25 years, becoming integral to business strategy. Gain insight into the significance of engaging training sessions and crafting award-winning entries, while exploring the nostalgic evolution of communication technology in the workplace. This episode promises rich insights for marketers eager to enhance their careers and demonstrate their value in today's fast-paced business environment. Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

Award-winning journalist Helen Nugent, renowned for her 27-year career across multiple media channels, joins us to breakdown the world of journalism and media training. Discover how seasoned journalists carve out the perfect soundbite and why media training is essential for brand representatives. Helen shares captivating stories from her time at The Times and her interactions with high-profile figures like Richard Branson, offering a unique glimpse into the personalities behind the headlines.We explore the intricate relationship between journalists and brands, emphasising the importance of clarity to avoid misquotations or embarrassing situations. From the "rabbit punch" to the "Columbo question," Helen unveils strategies journalists use to draw out valuable information. Prepare yourself with practical advice for handling interviews, ensuring your message is delivered accurately and effectively.Finally, we examine the subtleties of on-camera presence and how to avoid common interview blunders. Helen offers insights into the art of reframing negative language, the power of humour in handling personal questions, and optimising body language. With anecdotes that highlight both interview wins and mishaps, this episode equips you with the confidence and skills to face the media spotlight without missing a beat. Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

Are you measuring PR ROI all wrong? If you’re relying on outdated metrics like AVEs or vanity impressions, you could be missing the real value of your PR efforts—and losing budget because of it. In this episode, we break down the biggest mistakes brands make when tracking PR success, why traditional measurement methods fail, and what smarter marketers are doing instead.Learn how to prove PR’s impact in a way that actually matters to decision-makers, secure more budget, and align your efforts with real business results. If you’re tired of guesswork and want to track PR the right way, this ROI episode is a must-listen! Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

Nikki Dixon, Director of Brand & Marketing @ Leeds Building Society, shares her journey from retail to finance, highlighting the critical importance of authenticity and community in successful marketing. This episode explores her strategies for rebranding Leeds Building Society and building trust in a competitive and regulated environment.• Discussion on Nikki's career transitions across industries• Insights on effective branding and community engagement• The importance of authenticity in marketing leadership• How regulatory constraints shape marketing strategies in finance• The role of trust in maintaining customer relationships Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

What does a £400 billboard, 1,400 unsold England flags, and a taxi website have in common? For digital PR expert Mark Rofe, they’re all part of a journey filled with creative risks, quirky mistakes, and invaluable marketing lessons. In this episode of Embracing Marketing Mistakes, Mark shares the story of his viral billboard campaign that turned a bold idea into global headlines. With appearances on BBC, This Morning, and even Jimmy Fallon, Mark explains how he used humour, creativity, and a bit of luck to make the stunt a massive PR win.Mark also shares his entrepreneurial side hustles, from his misstep selling England car flags to building an e-commerce Christmas tree business. Each miscalculation taught him valuable lessons in branding, targeting, and navigating unexpected challenges—insights he now uses to teach marketers how to stand out in the crowded digital landscape. This episode goes beyond the usual PR chatter and explores the real-world impact of risk-taking and out-of-the-box thinking.For marketers looking to learn practical, no-nonsense strategies, Mark shares his favourite quick and “lazy” ways to secure coverage, along with actionable advice on crafting campaigns that capture attention. Packed with humour, real-world anecdotes, and expert tips, this episode will leave you inspired to embrace your own marketing experiments—mistakes and all. Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

Explore the power of podcasting, we discuss why it has become essential in today's marketing world for brands to maximise engagement and ROI. With practical insights and case studies, we reveal how to expose common challenges while crafting a successful podcast.• Understanding the importance of podcasting for modern marketing • Crafting a podcast that resonates with your audience • Effective storytelling and production quality as key components • The three-stage process: strategy, production, and amplification • Real-life examples of successful branded podcasts • Overcoming misconceptions and challenges in podcasting • The potential for community building and brand authority through podcasts  Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

What happens when a legacy brand like Gap teams up with a TikTok star to redefine fashion trends? Senior account manager Sinead Morrissey joins us to share how Julia Huynh's quest for the ultimate "hoodie that hoodies" sparked a groundbreaking collaboration with Gap. This episode looks at the creative process behind Julia's design journey, offering a fresh perspective on influencer marketing and the power of authentic engagement in the digital age.We explore how Gap's innovative approach — involving Julia in the design process — not only tapped into TikTok trends but also set a new standard for brand-influencer partnerships. Discover how social listening and community engagement can transform marketing strategies for legacy brands. Sinead offers insights into the evolution of influencer culture, reflecting on lessons learned from past collaborations and the immense potential of the creator economy. Join us to understand how listening to your audience and collaborating with digital influencers can lead to relevance and relatability in today's fast-paced social media landscape. Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube