Brandwidth® Big Ideas on Small Business Marketing (Dean Millson & Sam McEwin)
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| Pub. Date | Title | Duration | |
|---|---|---|---|
| 23 Jan 2022 | How to build a B2B brand and the problem with LinkedIn Ads | 00:41:37 | |
In this episode we discuss: Why is so much marketing literature focussed on B2C What does Jenni Romaniuk have to say about B2B? Does the law of double jeopardy matter for B2B as much as it does for B2C? Benefits of ling term brand building for B2B businesses Priming a buyer for your B2B brand... | |||
| 08 Jun 2022 | Is the 95:5 rule the new 60:40 for B2B? | 00:35:41 | |
Get ready for another insightful episode of Brandwidth – ‘Big Ideas on Small Business Marketing’! In this episode, we introduce you to the 95:5 rule and discuss key marketing strategies that can help you grow your small business. Throughout the episode, we cover topics such as why focusing too much on immediate engagement or downloads can... | |||
| 29 Jun 2022 | Do Loyalty Programs Work? | 00:46:16 | |
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... | |||
| 24 Oct 2023 | How to Brand Guideline Like a Boss | 00:43:28 | |
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. | |||
| 01 Nov 2023 | Slip Slop Shame: The undoing of Australia’s longest running ad campaign | 00:24:28 | |
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,... | |||
| 08 Nov 2023 | Employer Branding – Attracting and Retaining Talent in a Competitive Market | 00:50:46 | |
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,... | |||
| 14 Nov 2023 | The Decline of Jingles in Advertising. A Lost Art Rediscovered? | 00:42:23 | |
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.... | |||
| 22 Nov 2023 | The Power of Ad Attention – Effectiveness Through Attention Time | 00:47:34 | |
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... | |||
| 07 Dec 2023 | The Most Effective Types of Distinctive Assets | 00:38:59 | |
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... | |||
| 24 Jan 2024 | Brand Stages – Priorities for New, Semi-Established, and Established Brands | 00:36:11 | |
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... | |||
| 01 Feb 2024 | Should small brands even brand and if so, how? | 00:50:57 | |
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... | |||
| 22 Feb 2024 | The Marketing AI Episode | 00:42:15 | |
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... | |||
| 19 Aug 2024 | If You Go Woke, Will You Really Go Broke? | 00:42:51 | |
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... | |||
| 26 Aug 2024 | Instabrands | 00:50:30 | |
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?... | |||
| 02 Sep 2024 | Creating Demand | 00:24:45 | |
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... | |||
| 19 Nov 2019 | The All Important Introductory Episode | 00:09:51 | |
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. In this short episode, Brandwidth hosts Dean Millson and Sam McEwin introduce themselves and concept behind the show. Resources Mentioned Sam’s Agency... | |||
| 19 Nov 2019 | Is Your Brand Protected? | 00:56:02 | |
Chapters 02:11 What To Look Out For When Trademarking Your Brand 06:14 What To Do When You Find Yourself in a ‘Brand Crisis’ 11:10 Made up Brand names & Invented Business Names 12:42 The Impact of Domain Name and SEO 14:42 Choosing a name for your business 20:27 Google Algorithm Changes 22:25 SEO Keyword in... | |||
| 26 Nov 2019 | Ep 02: Episode Let’s start with first principles | 00:26:53 | |
In this episode we discuss: What is the first principle of marketing? Mental & physical availability. Digital advertising effectiveness strategies. Resources Mentioned Bob Hoffman – The Ad Contrarian – http://adcontrarian.blogspot.com/ The First Principle of Advertising (The Ad Contrarian) – http://adcontrarian.blogspot.com/2018/08/the-first-principle-of-advertising.html Advertising and the Mind of the Consumer: What works, what doesn’t and why: What Works,... | |||
| 03 Dec 2019 | The Cost of Fear in Marketing | 00:34:00 | |
In this episode we discuss: Aldi’s launch into Australia Brand strategy is like insurance Content marketing & providing value Various approaches to creating content Resources Mentioned Content Inc. by Joe Pulizzi – https://www.amazon.com/Content-Inc-Entrepreneurs-Successful-Businesses/dp/125958965X Free Writing – https://en.wikipedia.org/wiki/Free_writing Seth Godin – https://seths.blog/ Dean’s Blog – http://brandingandstrategyblog.com/ Subscribe Itunes Stitcher Google Podcasts Deezer RSS Feed | |||
| 24 Dec 2019 | What is Customer Service? | 00:27:44 | |
In this episode we discuss: The ban of plastic bags from supermarkets Should brands take a role in social issues?
Net neutrality and censorship We touch a little on brand purpose, but leave that for another podcast Yes we went quite off topic here! Resources Mentioned Australian Packaging Covenant – https://www.packagingcovenant.org.au/ Alex Jones / Infowars... | |||
| 14 Jan 2020 | Brand Values & Culture | 00:26:44 | |
In this episode we discuss: The impact that understanding your brand can have on your organisational culture. Why brand values need to be more than some words on a wall How your values can create behaviours How to create ‘sticky statements’ that become memorable Why if you need to include the word ‘trust’ in your... | |||
| 04 Feb 2020 | What's Wrong with the Way Marketing Budgets are Set? | 00:36:54 | |
In this episode we discuss: The concept of zero-based budgeting How should budgets be set? What is the reality of how budgets are set currently? Why is it so hard to increase marketing budgets, even when results are good? Is there a more agile model for budgeting? Why marketers might need to get more serious... | |||
| 25 Feb 2020 | Balancing Long Term and Short Term Objectives in Marketing | 00:51:04 | |
In this episode we discuss: the dangers of focussing too much on short marketing objectives Are your short term campaigns damaging your brand equity? Can digital marketing be used to drive brand awareness How do long term factors influence short term decision making Resources Mentioned Les Binet & Peter Field – The Long & the Short... | |||
| 17 Mar 2020 | How Not to Refresh a Brand | 00:37:55 | |
In this episode we discuss: The dangers associated with re-branding using the example of Harvey World Travel / Hello World. When should you re-brand? Why you should proceed with caution. Why we are so easily tempted to update our assets? Resources Mentioned Where did ‘Hello World’ come from? – https://stackoverflow.com/questions/602237/where-does-hello-world-come-from Let’s Talk Branding Podcast –... | |||
| 31 Mar 2020 | Unlocking Your Brand DNA | 00:45:45 | |
In this episode we discuss: The three types of Company DNA types. How to discover your brand’s DNA. Surprising truths some brands discover when they unlock their brand DNA. How to bring a clients to tears, and make them pay for it. Resources Mentioned Andy Cunningham – Get to Aha! – https://www.cunninghamcollective.com/get-to-aha Subscribe Itunes Stitcher... | |||
| 14 Apr 2020 | Perceptual Cues, Priming and the Impact on Advertising | 00:32:02 | |
In this episode we discuss: The impact that perceptual cues have on advertising. How Australian brands such as Bunnings and JB Hifi have used perceptual cues to strengthen their brands. How to use implicit memory to appear more attractive. And why all roads always lead back to positioning. Resources Mentioned Prof. Byron Sharp – How... | |||
| 28 Apr 2020 | How to Create a Brand Name | 00:34:00 | |
In this episode we discuss: Dean Millson’s tried and tested method for creating memorable brand names. The four core types of name and how they differ. Dangers of selecting a poor name. The specific process Dean uses to brainstorm and decide on a name Resources Mentioned Subscribe ItunesStitcherGoogle PodcastsDeezerRSS Feed | |||
| 12 May 2020 | Brand Agency vs SEO Agency: Who should you turn to when designing a new website? | 00:38:42 | |
In this episode we discuss: The conflict associated with brand design vs search engine optimisation when designing a new website. What happens when you leave your critical web design decisions to you brand agency? What happens when you leave your critical web design decisions to you SEO agency? Why Google loves long form text. Is... | |||
| 09 Jun 2020 | Price Sensitivity & Brand Loyalty During a Recession | 00:33:10 | |
In this episode we discuss: How price sensitivity & brand loyalty change during economic downturns Why the decisions we make as brands are amplified during times of recession The not so obvious market opportunity (or threat) that exists right now The pricing strategy discussions that all brands should be having right now Resources Mentioned IPSOS... | |||
| 21 Sep 2020 | Costly Signalling Theory and Behavioural Science in Marketing | 00:39:45 | |
In this episode we discuss: Traditional Economic Theory vs Behavioural Economic Theory Behavioural biases – the shortcuts our minds use to make decisions and what it means for marketers Costly Signalling Theory and examples in life and marketing Why a brand is a costly signal Loss aversion and its roots from our evolution Signalling in... | |||
| 27 Oct 2020 | The Messy Middle of Purchase Behaviour | 00:56:42 | |
In this episode we discuss: The evolution of consumer buyer journey frameworks Initial consideration vs active evaluation The latest research into active evaluation What exactly is the ‘messy middle’ Exploration and evaluation loops The power of purchasing triggers Is purchase abandonment a bigger issue than cart abandonment? Behavioural biases raise their head again Resources Mentioned... | |||
| 24 Nov 2020 | B2B Brand Strategy: Are the rules different? | 00:41:04 | |
In this episode we discuss: Branding in the B2B space compared to B2C B2B brand strategy is important as an internal driver of organisations How are B2B brands built vs B2C brands The important role of people in B2B brands The role of brand purpose in B2B Marketing mix and effectiveness in B2B brands B2B... | |||
| 22 Dec 2020 | The Job to be Done | 00:36:46 | |
In this episode we discuss: What job are we ‘hiring’ the products we purchase to perform? The surprising truth behind milkshake purchasing behaviour A better question to ask consumers than “why” they purchased something Are two jobs to be done better than one? Why you should talk to your customers instead of talking about yourself... | |||
| 26 Jan 2021 | Measuring & Leveraging Cognitive Biases for Fun & Profit - The Messy Middle Pt 2 | 01:01:23 | |
In this episode we discuss: The impact of cognitive biases on purchasing decisions What exactly are category heuristics and why do they matter? Experts vs Acquaintances who do consumers really pay attention to? Why 2 for 1 is better than 50% off, every time Stacking biases and other fun games for marketers Brand preference fragility,... | |||
| 26 Apr 2021 | Can you be strategic about word of mouth? | 00:51:27 | |
In this episode we discuss: Word of mouth is always seen as important, but why aren’t we more strategic about it? What is a Talk Trigger? What’s the difference between a USP and a Talk Trigger? Types of Talk Triggers – Talkable Empathy, Talkable Usefulness, Talkable Generosity, Talkable Speed, Talkable Attitude Talk Trigger Criteria – Be Remarkable,... | |||
| 15 Sep 2021 | The 5 Best Digital Channels (that are not Facebook or Google) | 00:50:28 | |
In this episode we discuss: The scary fact that 60% of digital advertising spend is spent with just two companies, Facebook & Google. How did Google ads evolve and why are they now dominated by big brands? Are we now seeing a golden age for new digital channels? What are the top 5 digital channels... | |||
| 26 Nov 2021 | What is the leading brand of politics in Australia | 00:51:00 | |
In this episode we discuss: Why you don’t mess with social media influencers on social media. If not sales, what should marketing be ultimately measured by? What is the leading brand of politics in Australia? What really is “the Murdoch press” anyway? Is news media a product and if so, should they tailor that product... | |||
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