Marketing MasterClass - Psychology in Communication
Business:Marketing
This episode is inspired by many experiences with Brands that have lost their clarity in what consumer's goal they intend to address.
They tell beautiful stories, they seem to have aspirational missions & visions - but they lack the brutally simple answer: what do they actually do.
Consumers wouldn't care if over 70% of brands disappeared tomorrow. They need brands to fix their pains or boost their gains. I present a very simple approach to define your Brand's Job that can navigate your marketing activations, portfolio composition, communication leitmotif, competitive framework and profitability expectation.
As always, please share your experiences at pentonica.net, I can't wait to learn more from you.
33. Power of serendipity in building brand concepts
32. Obliquity as a shortcut to build important brand equities
31. Simple 5 benefits of Celebrity Endorsement
30. What do we need loyal consumers for
29. Marketer as Scientist
28. Is it more important to be different or distinctive?
27. Incrementality illusion
26. Scarcity Effect decoded
25. Bigger Logo, ChatGPT!
24. How we should invest in Brand Building vs Performance Marketing
23. In-housing media buying
22. How to win Effie Award
21. Vessels & Harbors - our time with brands
20. Fly against all odds - repositioning our potentials
19. Cornered to Wow - how procurement-led world makes marketers more daring
18. Darn Long Wait - winning consumer's heart when you are late delivering your products
16. Mt. Stupid - best trip to be late with innovations
15. Best Practice - nemesis of progress?
14. Creativity - with or without constraints?
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