Episodes

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 di...

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,

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 guide...

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.

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 set you up for failure, incorporating big brand thinking into your small business strategy to gain a competitive advantage, and the effectiveness of content m...

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 In market buyers vs out of market buyers. How and where should we advertise for B2B? Is LinkedIn a dog? Social media usage statistics and why they matter. The biggest LinkedIn understatement of th...

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?

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 which are not owned by Facebook or Google? Resources Mentioned Taboola – https://advertise.taboola.com/drive_traffic Outbrain – https://www.outbrain.com/ Digital Out of Home – https://iabaustrali...

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, Be Relevant, Be Reasonable, Be Repeatable Resources Mentioned Skip’s Kitchen – https://www.cbc.ca/radio/undertheinfluence/how-a-deck-of-cards...

In 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,

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?,

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,

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 Decoding Decisions: The Messy Middle of Purchase Behaviour – https://www.thinkwithgoogle.com/_qs/doc...

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,

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 p...

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 a #1 ranking in Google worth the compromise on user experience? How exactly should you plan and run a website development project? Resources Mentioned Subscribe...

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.

We discuss the impact that perceptual cues have on advertising. We dissect the ways 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 ro...

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.

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 – Jenni Romaniuk: Building Distinctive Brands – https://www.letstalkbranding.be/home/jenni Sub...

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 of It – https://www.amazon.com.au/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X Robert B Cialdini – Influence: The Psychology of Persuasion – https://...

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 about what they measure. Resources Mentioned Mark Ritson – Why Unilever is right to adopt zero-based budgeting – https://www.marketingweek.com/why-unilever-is-right-to-adopt-zero-bas...

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.

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 – https://www.infowars.com/ Subscribe Itunes Stitcher Google Podcasts Deezer RSS Feed