Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
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Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
Brand Stages – Priorities for New, Semi-Established, and Established Brands
Brandwidth® Big Ideas on Small Business Marketing
36 minutes 11 seconds
1 year ago
Brand Stages – Priorities for New, Semi-Established, and Established Brands
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:
Brandwidth® Big Ideas on Small Business Marketing
Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
