Ready to stop guessing what your customers want, and actually know?



In this episode of Brandwidth, Sam and Dean get real about what it means to be truly market-oriented, and why it’s a game changer for your brand.



They cover:• Market vs. product vs. competitor focus (and why it matters)• Breaking out of your own assumptions• Real-world examples of brands doing it right• Tools like customer interviews, surveys & Net Promoter Score (NPS)• Simple steps to align your strategy with what your market actually wants



Fun, sharp, and packed with insights — this one’s for marketers, founders, and brand builders who want to win by listening smarter.Tune in now and level up your customer game!



Timestamps:0:00 – Exploring Market Orientation in Branding & Marketing 7:26 – Market Orientation vs Product & Competitor Focus in Business15:29 – Exploring Market Orientation Through Customer Use & Value19:55 – Perceptions of Wine Drinkers in Stock Photos vs Reality22:28 – Understanding Wine Consumption Through Cases & Needs States25:06 – Challenges & Strategies in Conducting Effective Customer Surveys33:58 – Customer Feedback & the Value of Insightful Reporting38:57 – The Power of Market Orientation & Customer Insights

What’s the deal with marketing funnels? We hear the term everywhere, but what actually is a marketing funnel? Does it have a place in a sophisticated marketing machine or should it be left to marketing bros and youtubers. Join Dean and Sam as they unpack, unravel, and dejargon the world of the marketing funnel and get the scoop on:




* Consumer buying funnels vs. marketing funnels -What about value ladders, are they funnels too?



* How AIDA fits into the equation



* Real-world examples from Apple and McDonald’s to show you how funnels (and fries) really work




Get ready to level up your marketing knowledge with a fun, insightful convo. Tune in now and join the debate!



#MarketingFunnels #Advertising #BrandStrategy #ValueLadder



TimestampSummary0:27Debating the Relevance and Complexity of Marketing Funnels10:09McDonald’s Marketing Strategy: Low-Cost Burgers, High-Profit Fries and Drinks11:02Funnels and Value Ladders in Marketing Strategies18:30The Debate on Marketing’s Role in Demand Creation22:53Consumer Loyalty and Fast Food Choices23:20Debating Marketing Funnels and Value Ladders in Modern Advertising

Marketing attribution f@#*ed!



In this Brandwidth® episode, Sam and Dean dive into one of the biggest challenges facing modern marketers—accurately measuring what’s driving results.



From the flawed multi-touch models to the rise of walled gardens like Google and Facebook, it’s time to ask: Are we focusing on the wrong metrics? Or more to the point, is the whole attribution game rigged? Would we be better off with no attribution at all than what we have today?



Listen in as we unravel the mess of marketing attribution and explore what it really takes to make your media work harder for you.



#MarketingAttribution #BrandBuilding #DigitalMarketing #Analytics



TimestampSummary0:26Marketing Attribution Is F@#*ed4:06The Flaws and Future of Marketing Attribution Models7:43The Evolution and Impact of Digital Marketing on Advertising15:36The Challenges of Digital Advertising Attribution20:52The Pitfalls and Complexity of Attribution Models in Marketing25:32The Complexity of Measuring Advertising Effectiveness33:56Challenges and Strategies in Digital Marketing and Media Measurement41:12Encouraging Deep Conversations and Smart Decisions in Brand Strategy

How well do you know your marketing influencers? Can you tell Gary Vee quotes from Simon Sinek? These are exactly the question Sam asked Dean in this entertaining episode of the Brandwidth® podcast.



Dean takes on a quiz featuring quotes from the biggest names in the biz: Gary Vee, Rory Sutherland, Mark Ritson, Byron Sharp, and more!



Whether you’re a marketer, brand strategist, or just love a good laugh, this episode is packed with trivia, surprises, and who know’s you might even learn something!



Ready to test your marketing knowledge? Tune in now!



#Branding #Marketing #Podcast #BrandWidth #MarketingStrategy #Branding101



TimestampSummary2:06The Impact of Workday’s Rock Star Ad on Corporate Culture5:38Marketing Influencer Quiz: Identifying Quotes from Industry Leaders7:48Marketing Quotes and Industry Insights10:05Marketing Wisdom from Rory Sutherland, Mark Ritson, and Simon Sinek13:10Controversial Idea: A Marketing Bible with Disciples’ Books13:39The Importance of Getting Noticed in Advertising15:34Quotes and Insights from Business Thought Leaders16:53Branding Insights from Marketing Experts18:21Trust Issues in Brand Building and Consumer Behavior21:02Marketing Wisdom and Misconceptions from Industry Giants

Struggling to win over customers or clients? What if the key to changing minds isn’t about saying more—but doing less?



If you’re a business owner, understanding the art of persuasion can make all the difference. But here’s the twist—it’s not always about giving more information.



Sometimes, the secret lies in removing the roadblocks holding people back from saying “yes.”



In this episode of the Brandwidth® podcast, Dean and Sam reveal powerful strategies from Jonah Berger’s “Catalyst: How to Change Anyone’s Mind.” Join them as they break down six pillars that can help you reduce resistance, whether in marketing, branding, or day-to-day operations.



Tune in now and learn how to get customers and clients on board faster than ever before!



#Marketing #Branding #Referendum #JonahBerger #Changebehavior #MarketingStrategies #BrandingIdeas #ReduceBarriers #ConsumerBehaviour #HowToChangeAnyonesMind #MarketingToChangeBehavior



TimestampSummary0:27How To Be A Catalyst And Change Minds7:38Effective Anti-Smoking Campaign in Thailand Involving Children9:15Behavioral Science in Decision-Making and Persuasion13:36Strategies for Bridging Political and Social Divides19:02Freemium Models and Consumer Behavior in Online Services21:45Corroborating Evidence and the Translation Problem in Recommendations24:54Analyzing Political Campaign Strategies and Public Reactions29:39The Art of Persuasion Through Alignment and Connection30:36Debating Political Strategy and Voter Behavior35:18Marketing Strategies and Challenges in Political Campaigns38:27How to Change Minds and Break Down Barriers

We’ve all heard the famous 60% brand-building, 40% activation rule, but most of the research behind it comes from B2C. So what happens when we apply this to B2B?



In this episode of Brandwidth®, Sam and Dean dig deep into the data, asking if the same formula holds true for B2B brands—or if it needs a serious rethink.



They explore questions like:




* Should B2B brands flip the script on this ratio?



* How does demand generation and brand awareness differ for B2B?



* When should sales activation take priority in your strategy?




Ready to rethink your approach? Listen now to find out!



#B2B #Marketing #Brand #Sales #Demand #B2BMarketingPrinciples #BrandBuilding #Strategies #SalesActivationTactics #B2BBrandGrowth







TimestampSummary0:26New Insights on B2B Marketing from Peter Weinberg and John Lombardo2:32B2B Marketing Effectiveness7:48Balancing Sales Activation and Brand Building in Marketing Strategies11:05The Evolution of Direct Response Marketing12:28Capturing Demand and Building Trust in New Business Marketing14:26Maximizing Direct Response and Brand Building in Marketing Strategies17:03Creating Demand and Nurturing Customers for Unfair Market Advantage20:08Balancing Sales Activation and Brand Building for New Marketers21:14Engage With Us and Keep Growing Your Business

Did you know that smart marketing decisions during a downturn can change your business forever?



During the Great Depression, Kellogg’s dominated the market with one bold move: they doubled down on their marketing budget when others were cutting back.



But how can small businesses with limited budgets thrive during a recession?



In this episode of the Brandwidth® podcast, Dean and Sam explore innovative strategies for creating demand, even when the market is slow. Tune in to find out how to generate demand and outpace your competitors!



#branding #marketing #demand #business #clients #ecomomicdownturnmarketing #brandbuildingstrategies #generatingdemand



TimestampSummary0:26Exploring a Familiar Topic with a New Twist1:24Investing in Brand Versus Generating Demand During Economic Downturns4:09Balancing Brand Building and Demand Generation in Advertising10:05Marketing Strategies During Economic Downturns and Consumer Behavior Shifts17:31Strategies for Generating Demand in a Price-Sensitive Market24:03Engage, Subscribe, and Share Your Thoughts on Our Content

Is your brand ready for the online-only marketplace?



In this episode of the Brandwidth® Podcast, Sam McEwin and Dean Millson shine the light on “InstaBrands.”



The rise of these online-only brands opens doors of opportunities and profitability, but it also raises an important question: Should the branding approach for Insta Brands differ from traditional methods?



Tune in now to discover the essential elements of creating and sustaining a thriving Insta Brand.



#branding #marketing #onlinebusiness #InstaBrands #brandstrategy #customerexperience #unboxingexperience #MVP #ecommerce #digitalmarketing #onlinebranding #trustbuilding



TimestampSummary0:30Exploring the Rise of Instagram and Online-Only Brands2:38Effective Branding Strategies for Online Direct-to-Consumer Businesses13:08Building Trust and Enhancing Customer Experience for Online Brands19:59Building Trust Through Effective Customer Service and Reviews23:07Handling Irrational Customers with Compassion and Effective Responses26:33The Evolution of Digital Advertising and Brand Identity33:07Balancing Speed and Cost in Brand Development41:00Validating Business Ideas Through Minimal Viable Products and Testing46:42Iterative Problem Solving and the Importance of Marketing Fundamentals

Purpose-Driven or Perilous?



Brands are increasingly under pressure to take a stand on social issues, known as purpose-driven branding. But high-profile cases like Bud Light, Target, and Gillette highlight the potential for significant financial loss when things go wrong.



How, then, can brands support social causes without risking significant backlash and revenue loss and should truly purpose led brands even care?



Tune in to Brandwidth® as Dean and Sam tackle the tricky world of purpose-driven branding:



Quotes:




* “Nobody cares about your brand, yet. Then when you do something mildly controversial, they seem to care a lot.” – Dean Millson



* “My first bit of advice, if you want to be purposeful, do it first, quietly.” – Sam McEwin



* “Marketing should be the last part of the journey to becoming a purpose-led organisation.” – Sam McEwin








TimestampSummary00:31The Power of Audiobooks and Cafe Marketing Tips06:24Bud Light’s Controversial Social Media Campaign with Dylan Mulvaney10:16The Impact of Controversial Marketing on Major Brands16:04Debating the Necessity and Impact of Brand Purpose21:35Authenticity in Brand Marketing and Social Movements03:21The Debate on Brands’ Role in Society05:30Brands’ Missed Opportunities in Standing Firm on Controversial Issues09:21Brands, Culture, and Controversy in Modern Marketing13:34The Importance of Brand Strategy and Long-Term Vision16:55Exploring the Impact of Woke Culture on Financial Success

In this episode of the Brandwidth podcast, Sam McEwin and Dean Millson discuss the topic of AI (Artificial Intelligence) and its potential impact on branding and marketing. They approach the topic with curiosity and explore how AI can be used as a creative partner and a new creative medium. They emphasise the importance of asking the right questions and using AI to generate ideas and insights. They also discuss the potential risks and ethical considerations associated with AI.



Key Takeaways:




* AI can be used as a creative partner and a new creative medium in branding and marketing.



* Asking the right questions is crucial when using AI to generate ideas and insights.



* AI can help with idea generation, creative strategy, and content creation.



* AI can provide structure and guidance in following established models and frameworks.



* AI can enhance brainstorming sessions and improve the efficiency of the creative process.




Quotes:




* “Asking better questions leads to better outcomes.” – Julian Cole



* “Brainstorming is not efficient, but interrogating ideas is.” – Dean Millson



* “Creativity and the human brain are still essential in the AI era.” – Sam McEwin








TimestampSummary0:00:32Introduction to the podcast and topic of AI0:01:55Discussion on the overwhelming amount of AI content0:03:23Approaching AI with curiosity and as a creative medium0:06:52Using AI for content generation and idea generation0:09:43Julian Cole’s approach to using AI for creative strategy0:11:20AI as a tool for brainstorming and generating ideas0:12:47Wrapping up the discussion on AI and its potential uses0:12:47Discussion about the quality of AI-generated content0:13:11Examples of how AI-generated prompts can be useful0:15:07Using AI-generated prompts for brainstorming and copywriting0:16:18The advantage of completeness in brainstorming with AI0:19:19The potential for AI-generated prompts to create paradoxes0:19:44The importance of using good prompts for better AI output0:21:39Comparing AI-generated music to AI-generated content0:22:07The role of the individual in interpreting and polishing AI-generated content0:23:06The potential for AI assistants in various industries0:24:21The usefulness of AI as a personal coach and for providing structure0:24:21Using established models to explain and improve understanding0:25:33AI as a tool to help remember and apply knowledge0:26:26Training your own AI models for personal use0:27:18Ethical concerns about sharing sensitive information with AI0:28:13Ownership and privacy of data used by AI0:30:09Will AI replace jobs?0:31:12How agencies should use AI creatively0:33:14AI replacing low-value services0:34:39Impact on cheap design services like 99designs0:35:34AI as a new cheap option for those who don’t value quality0:36:03Increasing output and value of agencies like ours0:36:43The importance of having an expert behind AI tools0:37:23The challenge of going beyond surface-level results0:38:57The role of designers in the age of AI0:39:26The need for human expertise in decision-making0:40:08The possibility of AI replacing Google search0:40:23Encouraging audience engagement and feedback0:41:01Promoting the podcast and asking for reviews0:41:23Closing remarks and farewells

Sam McEwin and Dean Millson discuss the importance of branding for small businesses. They explain that branding is not just for big companies, but can also be beneficial for small brands. They outline a methodology that they use to help small businesses grow and succeed. They emphasize the importance of balancing activities that drive initial consideration and brand awareness with activities that enable the brand to be found during active evaluation. They also discuss the challenges that small businesses face in branding and marketing, and provide practical strategies for success.



Key Takeaways:




* Small brands should focus on active evaluation rather than initial consideration.



* Paid search and performance marketing are effective strategies for small businesses.



* SEO is a long-term play that can be more cost-effective than paid search.



* Small businesses should invest in brand awareness once they have proven their market fit.



* Balancing short-term results with long-term brand building is crucial for small businesses.




Quotes:




* “A well-balanced media program is one that has activities that drive initial consideration and brand awareness, as well as activities that enable the brand to be found during active evaluation.” – Sam McEwin



* “Paid search is the most common channel for small businesses to start with, as it delivers immediate results.” – Dean Millson



* “Small businesses should invest in brand awareness once they have proven their market fit and have the revenue to support it.” – Sam McEwin












TimestampSummary0:00:30Introduction to the podcast episode0:01:13Discussion about changing offices and upgrading space0:02:41Introduction to the topic of when and how small brands should brand0:05:00Explanation of initial consideration and active evaluation in consumer decision making0:07:08Importance of brand awareness and being included in initial consideration0:08:20Percentage of final purchases made from initial consideration set0:10:13Importance of balancing brand focus and being found during active evaluation0:11:59Application of the methodology to small businesses0:12:44Discussion about typical small businesses and startup models[0:12:33]Small businesses in Australia need to make revenue quickly.[0:13:33]Startups need to prove product market fit.[0:14:01]Business model and pricing must be proven sustainable.[0:15:00]Brands drive preference, products drive action.[0:15:32]Offering different pricing options to engage customers.[0:17:29]Marketing activities for startups must work instantly.[0:19:18]GoPro Hero Ten Black has overheating issues.[0:23:07]Tips and tricks to prevent GoPro overheating.[0:24:31]Using tripod mode and adjusting resolution to prevent overheating.0:25:32Shooting video in different frame rates and resolutions0:26:21Managing the rear display brightness to reduce heat0:26:54Using horizon leveling for level shots0:27:16Removing internal battery when using external power0:27:49Tips for using GoPro effectively0:29:14Recording and syncing video footage0:29:35Considerations for small business promotion0:31:59Importance of active evaluation in digital marketing0:33:03Paid search vs organic search cost comparison0:35:43Strategy of starting with paid search and transitioning to SEO0:38:46Channels available for small businesses to grow brand awareness.0:39:28Importance of building a foundation for brand even with limited budgets.0:41:02Long-term play of brand building and its value.0:41:31Targeting the 95% of audience not currently in the market.

Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics.​



**Summary:**​Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing on product or customer experience and getting noticed. They suggest using a mix of channels to increase visibility and provide reasons for consideration. They also highlight the value of trials, reviews, and testimonials to build trust. ​For semi-established brands, Sam and Dean recommend increasing physical availability and reinforcing key messages. They caution against getting bored and making rash decisions. They also suggest exploring new category entry points and finding quick wins in low-hanging fruit.​For established brands, the focus is on staying present and mentally available. They stress the importance of repetition with creativity and not jumping at shadows. They also discuss the potential for brand extensions, using RACV’s expansion into solar as an example.​



**Key Takeaways:**​



1. New brands should focus on product or customer experience and getting noticed.



2. Semi-established brands should increase physical availability and reinforce key messages.



3. Established brands should stay present and mentally available, using repetition with creativity.



4. Brand extensions can be successful if there is a transfer of trust from the existing brand.​



**Quotes:**​- “New brands need to provide reasons for consideration and opportunities to trial.” – Dean Millson- “Repetition with creativity is key for established brands.” – Sam McEwin- “Brand extensions can be successful if there is a transfer of trust.” – Dean Millson



About The Guest(s):



Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics.



Summary:



Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing on product or customer experience and getting noticed. They suggest using a mix of channels to increase visibility and provide reasons for consideration. They also highlight the value of trials, reviews, and testimonials to build trust.



For semi-established brands, Sam and Dean recommend increasing physical availability and reinforcing key messages. They caution against getting bored and making rash decisions. They also suggest exploring new category entry points and finding quick wins in low-hanging fruit.



For established brands, the focus is on staying present and mentally available. They stress the importance of repetition with creativity and not jumping at shadows. They also discuss the potential for brand extensions, using RACV’s expansion into solar as an example.



Key Takeaways:




* New brands should focus on product or customer experience and getting noticed.



* Semi-established brands should increase physical availability and reinforce key messages.



* Established brands should stay present and mentally available, using repetition with creativity.



* Brand extensions can be successful if there is a transfer of trust from the existing brand.




Quotes:

Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are marketing and branding experts who bring their knowledge and insights to the show.



Summary: Sam and Dean discuss the power of visual assets in marketing and branding. They reference a chart from Ipsos that ranks different visual assets based on their effectiveness in grabbing attention. They highlight the importance of using visual assets beyond just a brand name in ads. They also discuss the effectiveness of jingles, characters, and celebrities in advertising. They emphasize the need for distinctive visual assets that can be easily recognized and associated with a brand.



Key Takeaways:




* Visual assets, such as logos and slogans, make ads more effective than just talking about a brand.



* Characters are highly effective visual assets that can be owned by a brand and evolve with the brand’s creative style.



* Sonic brand cues, such as jingles, are underutilized but have a significant impact on brand recognition and recall.



* Celebrities can be effective visual assets, but they can switch brands and do not provide the same level of ownership as characters.




Quotes:




* “Visual assets beyond just a brand name in an ad make it more effective.”



* “Characters are highly effective visual assets that can be owned by a brand and evolve with the brand’s creative style.”



* “Sonic brand cues, like jingles, are underutilized but have a significant impact on brand recognition and recall.”



* “Celebrities can be effective visual assets, but they can switch brands and do not provide the same level of ownership as characters.”








TimestampSummary0:28Introduction to the podcast episode2:05Discussion on the tendency to focus on doom and gloom3:49Explanation of the podcast format4:36Introduction to the chart on visual assets6:20Effectiveness of logos and slogans in ads7:10Example of an ad without branding8:51Discussion on attention and QR codes9:29Mention of McDonald’s unbranded campaign10:31Introduction to distinctive visual assets10:39McDonald’s jingle and distinctive assets in ads10:31McDonald’s made a distinctive asset with their Big Mac jingle.10:49Market leaders like McDonald’s don’t need a logo if their distinctive assets are strong enough.11:12Heinz’s tomato sauce ad looked like a Heinz ad even though it wasn’t.12:15Sonic brand cues are underutilized but highly effective.13:21Characters and celebrities are powerful assets but not cool.16:13People don’t deeply engage with brands or want a brand relationship.18:51Characters are more effective than celebrities.19:17Characters can be owned, celebrities can switch brands.19:46Kanye West switched sneaker brands from Nike to Adidas.21:01Colonel Sanders is a character who represents KFC, not McDonald’s.21:01Discussion about Colonel Sanders and the KFC brand21:57Talking about creating brand assets and characters23:01Conversation about the effectiveness of influencer marketing24:38Sam’s experience with influencer marketing and a billboard26:26Influencer marketing as a way to prime consumer interest28:35Using celebrities and characters as brand assets29:37Branded characters offer flexibility and storytelling opportunities30:48Discussion about the malleability of brand characters31:08The effectiveness of uncool branding elements31:50Wrap up and mention of potential podcast character31:48Discussion about needing a character for the podcast32:00Mention of Salesforce and their use of characters32:26Mention of the successful execution o...

Sam McEwIn and Dean Millson discuss the importance of attention in advertising and the findings of Professor Karen Nelson Field’s research on attention. They explore the impact of attention on memory and brand recall, as well as the different channels that attract attention, such as television, catch-up TV, and mobile phones. The conversation highlights the potential of optimising ads and media plans to maximize attention and the need for a unified metric to measure attention across different channels. The discussion also touches on the effectiveness of digital TV ads and the value of print advertising.



[TRANSCRIPT]



0:00:27 – (Sam McEwin): Yes. Welcome back to another episode of The Brandwidth Audio Podcast. My name’s Sam McEwin. Joining me dressed in exactly the same shirt as he wore in the last episode, is Dean Millson.



0:00:36 – (Dean Millson): It’s so bizarre. Exactly the same thing that was going through my head as you introduced me then. Thank you, Sam.



0:00:46 – (Sam McEwin): Have you not slept in the last three weeks that we.



0:00:51 – (Dean Millson): Funny.



0:00:52 – (Sam McEwin): Yeah. We may have mentioned welcome, everybody, to the episode we may have mentioned at the end of the last episode that we are making some early attempts at recording video to accompany these podcasts, which may or may not end up on YouTube. We’re certainly at some point going to have video on YouTube. I think whether my attempts to set up some sort of rudimentary recording system have worked or not, I’m not sure about. But it has definitely exposed the fact that we tend to record these episodes back to back a couple of times.



0:01:20 – (Dean Millson): Have to have a change of clothes, like hold a wardrobe.



0:01:25 – (Sam McEwin): There’s a lot to think. See, little things that you don’t think about when you’re recording a podcast.



0:01:29 – (Dean Millson): We’re adding complexity here.



0:01:30 – (Sam McEwin): We’re going to need a wardrobe department.



0:01:32 – (Dean Millson): Yeah, we are.



0:01:34 – (Sam McEwin): That could be fun. Wow.



0:01:37 – (Dean Millson): There’s a whole new distinctive assets. I can just think of turning up in some sort of fancy dress. A bit of what’s come to mind, like Civil War. I don’t know why I’m gone there. Like, if I dressed up as a Civil War generally, I don’t know why.



0:01:55 – (Sam McEwin): I just pictured you looking like the Colonel Sanders. I don’t know if that was I think I’m in the General Lee with the little okay.



0:02:04 – (Dean Millson): All right.



0:02:07 – (Sam McEwin): It’s sort of related. I’ve heard of facial hair as branding. What was his name? From you, but wouldn’t know him, but from Moz SEO. Moz Rand. He used to do some sensational he used to do some video content called Whiteboard Fridays, where he tackled some really watching those, actually. Yeah, it was really good. And there was sort of early days of content marketing, and he’d get a whiteboard and he’d sort of plan out what he was going to talk about on the whiteboard pre the show. And then he’d sort of talk through it usually quite complex technical SEO things. But he had a lot of charisma, and he did them really well. And as it evolved, he started sort of doing some interesting things with his facial hair.

Summary: Dean and Sam discuss the decline of jingles in advertising and the reasons behind it. Reflecting on their favourite jingles from the past and the effectiveness of these catchy tunes in creating brand recall, they uncover why jingles have become less popular in recent years and why they may potentially be making a comeback. The hosts also discuss the importance of effective advertising and the role of jingles in conveying key messages to consumers.



Key Takeaways:




* Jingles are highly effective in creating brand recall and conveying key messages to consumers.



* Marketers have moved away from jingles in recent years, considering them uncool and outdated.



* The decline of jingles may be due to a lack of talent and interest in creating them, as well as a shift towards co-opting pop music in advertising.



* Jingles are particularly effective for new brands or brands in saturated markets, as they help create brand awareness and differentiation.



* Simple and memorable jingles that convey a clear message are the most effective.




Quotes:




* “Jingles are highly effective in creating brand recall and conveying key messages to consumers.”



* “The decline of jingles may be due to a lack of talent and interest in creating them, as well as a shift towards co-opting pop music in advertising.”








TimestampSummary[0:00:00]Introduction and discussion of recent news and activities[0:03:56]Conversation about the leadership of brands during the pandemic[0:05:24]Discussion about the oldest ads remembered[0:08:31]Topic introduction: the disappearance of jingles in ads[0:09:24]Questioning why jingles are no longer used[0:10:17]Explanation of why jingles are effective[0:10:59]Reflection on the decline of jingles in advertising[0:11:27]Examples of nostalgic ads and their production values[0:11:27]Discussion on the decline of jingles and their effectiveness.[0:13:12]Speculation on the reasons for the decline of jingles.[0:15:23]Prediction that jingles will make a comeback.[0:17:30]Mention of the Grout Guys jingle and its execution.[0:18:34]Reference to the history of jingles and their shift to using pop music.[0:19:38]Mention of the relationship between the music industry and advertising.[0:20:59]Discussion on the effectiveness of jingles with classical music.[0:22:08]Importance of making a boring message fun in a jingle.[0:23:05]Mention of jingles for Ream hot water systems.[0:23:10]The effectiveness of jingles and catchy ads.[0:24:29]The dying skill of writing a good brief.[0:25:44]Examples of successful jingles in advertising.[0:31:48]The possibility of brands being “too cool” for jingles.[0:32:43]The role of data and focus groups in ad decision-making.[0:33:26]Jingles as a way to make an impact for new brands.[0:34:18]Small and local brands being more open to jingles.[0:34:30]Examples of memorable jingles for local brands.[0:34:39]The power of jingles for brand recognition and recall.[0:34:46]Discussing the Eric Planinsek jingle[0:35:49]Importance of jingles and their effectiveness[0:37:28]The effectiveness of jingles in brand recall[0:38:13]Robert Swanson’s formula for a successful jingle[0:39:10]Housekeeping: leaving reviews and video format on YouTube[0:40:31]Challenge of editing jingles into the podcast[0:41:05]Announcement of YouTube channel and video updates[0:41:34]Invitation to share favorite jingles[0:41:43]Closing remarksENDEnd of the transcript



[TRANSCRIPT]



0:00:00 – (Dean Millson): Brandwidth



0:00:26 – (Sam McEwin): Yes. Welcome back to another episode of the Brandwith Podcas...

Summary:



In this episode of “The Brandwidth Podcast,” Dean Millson and Sam McEwin discuss the importance of employer branding in today’s competitive job market. They explain that employer branding is not a separate brand from the company brand but a different expression of it. The key to successful employer branding is understanding the target audience, creating an employee value proposition, and aligning the company’s values and behaviours with the brand. They emphasise the need for authenticity and creativity in employer branding efforts and stress the importance of involving employees. Dean and Sam also highlight the role of storytelling and the use of various channels and collateral in attracting and retaining top talent.



Key Takeaways:




* Employer branding is not a separate brand from the company brand but a different expression of it.



* Successful employer branding requires understanding the target audience and creating an employee value proposition.



* Authenticity and creativity are crucial in employer branding efforts.



* Involving employees in the process of employer branding can help build a strong company culture.



* Storytelling and the use of various channels and collateral are effective in attracting and retaining top talent.




Quotes:




* “Employer branding is the perception that lives in the talent pool out there.” – Dean Millson



* “Your employer brand can look a bit different from your customer brand because you have a different audience.” – Dean Millson



* “Your employer brand is a different expression of your company brand.” – Dean Millson








TimestampSummary[0:00:00]Dean introduces the topic of employer branding02:02The current challenge of attracting and retaining talent03:25The impact of COVID-19 on the job market04:33The importance of investing in employer branding long-term05:42The different terms used for employer branding06:53The role of aesthetics in attracting talent08:18Feedback on brand perception during the recruitment process09:27Defining employer branding as a perception in the talent pool10:31The long-term commitment required for employer branding12:03The difference between employer branding and job ads12:58Longer sales process and research required for this type of sale.13:23Switched market where employers are pitching to candidates.14:32Paying employees fairly is more cost-effective than overpaying for talent.16:47Elements of an employer brand strategy: company brand, audience, value proposition.17:57Understanding the target audience and where to reach them.19:09Employee value proposition: translating company promise into benefits for employees.20:34Examples of employer brand strategies by Domain and Wolf Olins.23:27Aligning brand values with personal human values for attracting talent.24:17Purpose as an internal focus for employees, not just external marketing.25:57Importance of sticky values and behaviors in employer brand strategy.26:58Importance of telling stories and celebrating employees29:05Channels and collateral for recruitment marketing29:32Recruitment marketing is similar to marketing for customers30:33Being present in industry events and conferences32:14Considering competitors as potential talent sources33:47Employee videos as effective recruitment marketing tools34:25Recruitment marketing also benefits brand marketing35:25Removing barriers and uncertainties for potential candidates36:15Attracting talent from other organizations requires something special37:16Recruitment marketing should be integrated with overall brand strategy39:...

Summary:Sam and Dean discuss the long-lasting and memorable Australian ad campaign, Cancer Councils “Slip Slop Slap.” They analyse the recent update to the campaign, which added two more actions, “Seek” and “Slide,” and discuss how it has affected the effectiveness of the original message. Emphasising the power of the rule of threes in branding, marketing, and the importance of simplicity and clarity in messaging, they also touch on the pressure to reinvent and the need for brand guidelines to maintain consistency.







Key Takeaways:




* The rule of threes is powerful in branding and marketing, as three is the smallest number required to make a pattern and is easily memorable.



* Adding more elements to a campaign can make it less effective and memorable, as it complicates the message and dilutes the core concept.



* The urge to reinvent can be overwhelming, but maintaining consistency and simplicity in messaging is crucial for long-term success.



* Brand guidelines and internal communication are essential to educate stakeholders about the importance of simplicity and to maintain discipline in branding efforts.








Quotes:




* “The essence of the campaign was to be SunSmart, and Slip Slop Slap was code for that.” – Sam McEwin



* “In chasing completeness, they’ve broken almost the perfect ad.” – Dean Millson



* “Clear, simple, practical brand position. Tight, relentlessly applied codes that repeat forever.” – Mark Ritzen








TimestampSummary[0:00:28]Introduction to the podcast and topic of discussion[0:01:09]Slip Slop Slap campaign and its longevity[0:03:09]Addition of “Seek and Slide” to the campaign[0:06:14]Rule of threes and the power of simplicity[0:08:36]Importance of alliteration in the original campaign[0:09:42]Possible involvement of an agency in the campaign[0:10:40]The significance of three in completing a message[0:11:29]Mention of Ken Siegel’s book “Simplicity”[0:11:58]Discussion about the head of the agency April worked with[0:12:01]Conclusion of the podcast episode0:11:55Mention of Wyden and Kennedy0:12:05Story about Steve Jobs and messaging0:13:43Discussion on being directionally accurate in branding0:15:03Analysis of the effectiveness of Slip Slop Slap campaign0:16:29Mention of the lack of TV ads for SunSmart0:17:41Pressure to reinvent and update campaigns0:19:22Importance of brand guidelines and discipline0:20:06Need for awareness of when to change campaigns0:21:41Quote from Mark Ritzen on brand position0:23:06Hope for the revival of the Slip Slop Slap campaign



[TRANSCRIPT]



0:00:00 – (Sam McEwin): Sam.



0:00:28 – (Dean Millson): Yes.



0:00:28 – (Sam McEwin): Here we are again. Welcome to another episode of the Brand Width podcast. My name is Sam McEwen. Joining me, as always, Dean Milson. How are you, Dean?



0:00:37 – (Dean Millson): I’m very well today, mates. How are you?



0:00:39 – (Sam McEwin): I’m doing very well, thank.



0:00:40 – (Dean Millson): Good, good.



0:00:41 – (Sam McEwin): So, for those just joining us, this is a podcast about branding and marketing with a bit of a small business bent, as we like to say. And each week, or each month, rather, one of us comes to the studio with a video with a topic and.

In this episode of the Brandwidth podcast, Dean Millson discusses the importance of brand guidelines and how they can benefit businesses, explaining that brand guidelines are more than just visual standards and should encompass the vision, purpose, target audience, communication style, values, and visual identity of a brand. Dean emphasises the need for flexibility in brand guidelines to adapt to changing trends and media platforms, while also highlighting the importance of tailoring brand guidelines to the specific needs and capabilities of the organisation.



Key Takeaways:



– Brand guidelines should include the vision, purpose, target audience, communication style, values, and visual identity of a brand.



– Flexibility is crucial in brand guidelines to adapt to changing trends and media platforms.



– Tailor brand guidelines to the specific needs and capabilities of the organization.







Quotes:



“Clarity equals power. Once you know your truth or what you stand for, it’s powerful.” – Dean Millson



“If you’re a two-person show, you’re probably okay to drop the values and how we act section.” – Dean Millson











Chapters



TimestampSummary0:00:27Introduction to the topic of brand guidelines0:02:33Historical background of brand guidelines0:04:40Importance of brand guidelines as a business marketing bible0:06:25Sections of a good brand guidelines document0:09:00The inclusion of values and behaviors in brand guidelines0:11:31The significance of capturing and sharing brand stories0:12:01The visual elements of brand guidelines0:13:09Summary of the ideal length and format of brand guidelines0:13:09Mention of NASA and New York subway brand guidelines0:14:07Shift from prescriptive guidelines to more flexible approach0:16:47Challenges with social media and marketing gurus encouraging flexibility0:19:26Optus’ approach of non-negotiables and playground for brand guidelines0:22:18Tailoring guidelines to the audience and their skills0:23:23Discussions on fonts and alternatives like Google Fonts0:24:19Considering end users and their tools for using brand guidelines0:25:29Online brand guidelines and changing approaches0:25:29Small business clients often lack brand guidelines0:25:29Challenging to develop creative assets without brand guidelines0:26:03Importance of consistent brand guidelines for small businesses0:27:41Documenting brand direction for better decision-making0:28:22Creating a framework for content marketing and social media0:30:03Applying brand guidelines to advertising and exhibitions0:32:36Avoiding competitor focus and maintaining brand distinctiveness0:33:12Bunnings as an example of disciplined brand consistency0:35:44Minimum brand guidelines: Who we are, where we’re going0:36:19Defining target customers and brand language0:36:46Distinctive language for better brand memorability0:37:09Importance of values and how we act for larger organizations0:37:39Importance of brand guidelines for small businesses0:38:14Brand touch points and consistency in visual representation0:38:54Planning and guidelines for social media and content production0:39:56Guidelines for photography and stock imagery0:40:58Documenting brand guidelines for future growth0:41:35Benefits of getting ideas on paper or screen0:42:20Recap of the five key components of brand guidelines0:42:43Call for questions and reviews0:42:47Conclusion and farewell



[TRANSCRIPT]



0:00:00 – (Dean Millson): Sam?



0:00:27 – (Sam McEwin): Yes. Welcome back to the Brainwidth podcast.

Get ready for another insightful episode of Brandwidth – ‘Big Ideas on Small Business Marketing’! In this episode, we delve into the topic of brand loyalty and loyalty programs with our knowledgeable hosts, Sam McEwin and Dean Millson. They initiate an engaging conversation by discussing the significance of providing superior service to customers in order to retain their loyalty.

Throughout the episode, we uncover various studies revealing how loyalty programs may not inevitably lead to increased growth or profitability for brands like Fly Buys. Nevertheless, these programs do contribute to physical availability and convenience for customers. We also explore the four different types of buyers, and understand why heavy but low-loyalty buyers are the most coveted for loyalty programs.

Additionally, we discuss the importance of randomness in rewards and examine how businesses can transcend the typical predictable rewards to maintain customer engagement. From VIP events, occasional free products to upsell opportunities, we gain valuable insights into building robust customer relationships.

Join us in this insightful podcast episode, as we learn more about the intricacies of loyalty programs and how to effectively utilize them for driving growth. Don’t forget to show your support by sharing, talking about, and leaving reviews for the show.

Episode Timestamps

00:00 – Introduction
02:45 – The role of superior service in retaining customer loyalty
06:30 – Studies on loyalty programs and their effect on growth and profitability
11:20 – The four different types of buyers and the importance of low-loyalty buyers
19:00 – The concept of randomness in rewards
24:45 – Transcending predictable rewards to maintain customer engagement
32:10 – Exploring VIP events, occasional free products, and upsell opportunities
41:00 – Conclusion & wrap-up

In this episode we discuss:

- What is the 95:5 rule for B2B brands?
- Why it should really be the 5:95 rule
- Is B2B marketing really any different to B2C?
- Where can your future B2B decision-maker be found today?
- What Dean catching a train has to do with B2B brand building

As promised in the show, the number of carwashes per day in Australia is approx. - 450,000 – that’s 164.25M a year! (This is based on 3,000 car wash sites around Australia (source: Carwash.com) doing 200 a day on average. We know of a few of sites here in Australia that average 400 cars a day)

### Resources Mentioned

**B2B Institute** – How B2B Brands Grow - [https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow](https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow)