Champagne Strategy

Brain hurt score = 3/10. If you've been listening to the series so far, you should know what a brand campaign is, where they came from and how advertising and branding works. So what does a brand campaign do? Or not do? In part 4 of the Brand Campaign mini-series we explore 8 legitimate reasons for a brand campaign and 8 red-flags you need to be aware of. By the end of this episode you'll have a very robust filter through which to make an informed decision if you're considering buying into the idea of a brand campaign or rejecting it. 16 for and against reasons are given that include quotes, practical explanations and excerpts from interviews with practicing experts. At the end we summarize part 1 through to 4 and set the scene for the episode everyone wants to listen to - an analysis of Apple's famous Think Different brand campaign where everything you've learnt so far will be put into practice. But before we get to the protein, you need to eat your greens. Come on...have a nibble. What are you waiting for?

The podcast explores the origins and significance of terms like performance marketing, brand marketing, ATL, and BTL. It delves into the history of advertising agencies and marketing campaigns, and how they have evolved over time. The podcast also discusses the emergence of growth hacking and the shift towards focusing on brand purpose and values in advertising. Overall, it provides insights into the fascinating history of these terms and their impact on the industry.

Brain Hurt Scale = 2/10. Learn all the hot topics, struggles and opportunities in the current environment from the perspective of two fractional CMO's. After shooting the breeze about coffee (Skip to 4mins in to miss the coffee talk intro) Gregory Kennedy and John sit down to talk about what they're both seeing on the ground right now. With significant declines in the yields and measurement of various digital media over the years, they discuss different ways to move forward and embrace a revised approach to the marketing function. What's the difference between West and East coast business culture? Why is the crazy valuations in the recent tech boom not even comparable to what happened back in the late 90s? Why is revenue growth and positive economics so important now? How have digital channels changed over the years? Gregory has worked in senior marketing roles at tech companies like InMobi, TapSense, NextRoll, Sojern and Noteable. Embrace the future. Leave the shackles behind. This is an easy listen. That won't leave you in a bind.

This podcast explores the concept of branding and how it works. It discusses brand association and the importance of leaving a lasting impression. The correlation between awareness and sales is examined, along with the challenges of ensuring product availability and ease of purchase. The effectiveness of advertising in generating sales is also discussed, particularly for smaller brands.

The podcast explores the scientific side of advertising and how it works in a practical setting. It discusses the concept of branding, the changing media landscape, and the different components of a brand. The importance of reach in advertising is explored, including challenges in estimating reach and the impact of fake profiles and bots. The effectiveness of advertising campaigns is analyzed, including executives' tolerance for ineffective advertising and different approaches to evaluating campaign success.

This podcast discusses the concept of brand campaigns, including the rise of double duty campaigns and the factors that lead marketers astray. It also explores the vagueness and controversy surrounding brand campaigns and the relationship between brand campaigns and sales initiatives.

We'll spend thousands of dollars a month on ads yet routinely underinvest in the quality of the creative. Even the biggest agencies do it. They cheapen out on the quality of the audio track. But great music can make or break a movie or TV series. It can also be the difference between advertising and promotions that your audience either remembers or doesn't remember. Raj has recently taken this to the next level. Investing his own money into the production of an entire rap album. I haven't met too many companies who have done that before. Even more interesting is that this album talks about a sector which most would find very boring indeed - B2B SaaS! I this hair-brained creativity gone wild or is there method to the madness. This is something we just had to get the scoop on. It doesn't' matter if you like music, rap or Raj's tracks or not. You'll learn about a few mediums all rolled into one. It starts with audio aka sonic branding, then goes onto how to craft better webinars, then a sales pitch in the context of startups seeking funding, and finishes with events. But don't worry, there's strategy throughout as we discuss how he inserts audio into branded content for maximum gain. And by listening to the full episode, you'll start to understand how all of these things link together - after all - this is one of the hallmarks of good strategy - a coherent set of actions. And yes, you'll also learn how to pitch your startup to investors using his trademarked Que Pasa method. You'll learn how to take your events to the next level. And some of the secrets behind creative production if you wish. But, the more important learning here is exactly how Raj uses this music he's produced to drive value and achieve business goals. And that story is a very interesting one. One that no one else has discussed with him - until now. Want to be GOAT to Market? Yes I do I do I do

You know all those famous authors and people on social media with posts that are wildly successful? You may be surprised to learn, it's probably not them. Most don't even manage their own accounts. But, who's work then are we really reading? Who's DM's are we really slipping into? Today we're going to delve into the murky world of ghostwriting. And it reminds me of that famous scene from Fight Club - because.... It appears, the first rule of ghostwriting is that you don't talk about ghostwriting. And while, today's guest is very tight-lipped about the people he manages, we do get him to spill some beans and expose some of the dark secrets within the industry. And this is all very Wizard of Oz From a hip-hop group who imploded after their ghost-music-writer secret was revealed on stage, to the downfall of a famous business personality who ironically, ran a ghostwriting firm. You'll learn about juniper trees, gin, tonic and why we still treat newborn babies in a particular way. You'll learn why chasing vanity metrics with content and social media is a futile exercise, The difference between high and low-quality content, and much, much, more. The perfect episode for executives and senior leaders as well as anyone in the content industry, social media folk, marketing strategists and of course those running a business. Skip to around the 6 min mark if you want to miss the gin sipping and genesis story and I'll see you on the other side.

Matt Watkinson, author of a book on probabilistic thinking, systems, and determinism, discusses embracing uncertainty in business, the challenges and opportunities it presents, being data-driven in decision-making, misleading concepts in business, and the importance of focusing on timeless aspects rather than following trends.

Brain Hurt Level = 2/10. "Great interview...I've often thought someone needed to interview you, put all of that red-pill business and marketing chat into one cohesive conversation. Your definition of marketing should actually be a front-slide of every conversation I have now." Note: This episode best serves the interests of executives, founders, owners and senior management. But, there's takeaways for everyone, especially if you're leading a team or interested in escaping the adland bubble. We can use terms every day and assume everyone knows what they mean. But, answering the most basic questions are sometimes the most difficult. What is marketing? What is brand? Do you need to have a culture built on values like sustainability, equality and saving the world? Meqa Smith, an employer branding expert and executive recruiter interviews John and both discuss how their disciplines intersect. Together they explore how companies misinterpret the marketing function and brand. Which often leads to erroneous hiring plus unfair expectations being placed on people hired for certain roles. Along the way basic terms are defined. Political realities are highlighted and growth constraints discussed. Reposted with permission fom Meqa's recent foray into starting her own series of interviews on modern hiring and employer branding for companies in Australia at https://unforgettable.agency