Episode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales.
Abby’s guest expert to share more on his concept is Marc Cox, author of “The business case for Brand Love” and founder of Company Spirit - supporting organisations to build equity beyond transaction, through experience and their employees.
In this episode, Marc shares why what the company is saying and doing should be in sync, the importance of experience and what this means for you as the organisation’s marketer.
Weitere Episoden von „The Whole Marketer podcast“
Episode 57 - Culture and hybrid working with guest Tamara Littleton
28:53#Ep57. Culture and hybrid ways of working is the soft skills topic for marketers in this episode. As a result of the pandemic many of us have continued the trend to work flexibly either with hybrid models or working from home – but how can we keep our teams connected and the culture alive when not together? To discuss this with Abby is Tamara Littleton, CEO of agency The Social Element. Founded 19 years ago, the agency has always had roots in remote working to attract great talent and grow quickly. In this episode, Tamara shares her tips on maintaining organisational culture, pros and cons of hybrid working plus her career highs and lows including the insight to create Polpeo – specialists in social media crisis simulations.
Episode 56 - Authenticity with guest Keith Moor
36:07Episode #56. Authenticity is the leadership and personal understanding topic in this episode. Abby is joined by Marketing Week’s Marketer of the Year – Keith Moor, to discuss the importance of authenticity and how being your best self at work and leading by example starts by knowing yourself, your personality and clarity on your values. Keith Moor is Chief Marketing Officer of Camelot, the operator of the National Lottery. Prior to this role Keith worked at Santander at the time of launching the new brand into the UK. In this episode, Keith shares his journey to greater personal understanding and what his purpose is. Plus, his career highs and lows – a must listen from such an inspirational marketer. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode 55 - Long-term strategy with guest Eleanor Winton
28:10Episode #55. This episode’s topic is Long-term strategy, a key technical skill for marketers. Long-term strategy has never been more important, as we emerge from 18months of pandemic to regroup and look forward to where we are going to take our brand's business but also to play our part in important issues such as climate change, global trust and the inequality crisis. To discuss long-term strategy in a post-covid world, Abby is joined by Eleanor Winton, founder of Foresightfully consulting and author of The Disruption Game Plan. Eleanor addresses the marketer’s role in planning for innovation vs risk, the behaviours, mindset and energy levels marketers need when developing strategy, plus an exercise for you to try to identify uncertainty for your long-term scenario planning.
Episode 54 - Programmatic marketing with guest James Kenny
27:19Episode #54. Programmatic Marketing is the technical skill in this episode. Programmatic marketing is the machine automated, real-time bidding to place ads to relevant and targeted audiences. It is audience-led targeted advertising using data to focus on the person or place, rather than a particular keyword. Joining Abby is James Kenny, head of programmatic marketing at Search Laboratory. He works with a variety of clients to manage their display, video, audio, native and paid social activity. James explains what is programmatic marketing and how it works, pros and cons, how to use it within your strategy and his advice for marketers of tomorrow. Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode 53 - Data to create impact with guest Mark Phibbs
29:25Episode #53. ‘Data to create impact’ is the technical skill in this episode. As marketers’ roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight. Abby’s guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco and also has a rich background working in tech companies. He also leads a consolidated centralised insight and analytics function. Mark shares his advice for marketers to utilise data and why he believes we should know our customers better than everyone else in the business. Plus his honest and relatable career highs and lows.
Episode 52 - Brand Love with guest Marc Cox
28:20Episode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales. Abby’s guest expert to share more on his concept is Marc Cox, author of “The business case for Brand Love” and founder of Company Spirit - supporting organisations to build equity beyond transaction, through experience and their employees. In this episode, Marc shares why what the company is saying and doing should be in sync, the importance of experience and what this means for you as the organisation’s marketer.
Episode 51 - Purpose and Impact with guest Jeremy Connell-Waite
40:12Episode #51. This episode is an area of personal understanding – purpose and impact for marketers. We’ve covered purpose previously on the podcast but this episode also explores defining your purpose and then incorporating into storytelling for maximum impact. Today’s guest is Jeremy Connell-Waite, author, keynote speaker and Global Comms Designer at IBM, building compelling narratives for their clients. In this episode, Abby and Jeremy discuss how to define your purpose, referencing Simon Sinek and Ikigai and reframing what gets you out of bed in the morning vs what keeps you up at night. Plus Jeremy shares his magic formula of great storytelling, stories vs business stories, his career highs and lows and advice for marketers of tomorrow
Episode 50 - Diversity and inclusivity with guest Sherice Anibaba
29:09Episode #50. Diversity and inclusivity is the topic in today’s episode and why it’s important for marketers to understand and represent all our consumers across a range of ethnicities, religion, disabilities, gender, LGBT+, neurodiverse and social backgrounds so that they feel accepted and belong. Abby’s guest expert is Sherice Anibaba, Global Head of Brand at Speedo and previously worked at Britvic and Innocent. In this episode Sherice shares personal experience and actionable advice for how marketers can increase diversity and inclusion. Plus why it’s a necessity tool for marketers, why it should start at ideation - not just in comms and how to be authentic in representing minority groups.
Episode 49 - Consumer centricity with guest Nick Rabin
31:57Episode #49. This episode is a technical skill on consumer-centric marketing. Consumers now hold more power; the increase in choice and advancements in technology and logistics means that they can access products and services from almost anywhere. Businesses thriving today are investing in truly understanding their consumer at a deep-rooted emotional level and putting the needs of their consumers first. Joining Abby is Nick Rabin ex-client side marketer turned consultant and the newest affiliate consultant to join the Labyrinth Marketing team. During this episode Nick shares how to be a consumer centric organisation (the 4Cs), understanding your consumers beyond the usual demographics and the dangers of assumptions vs facts.
Episode 48 - Clarity with guest Ross Farquhar
32:26Episode #48. Clarity is the topic of this episode, which is both a technical skill and area of personal understanding for marketers. Clarity is beneficial for personal and professional development – as a marketer to have clarity on strategic choices and where you want to take your brand, as a leader to give clarity to your team with communication and expectations, and as an individual, to have clarity on your values, strengths and what we bring to the world. Abby’s guest expert is Ross Farquhar, Marketing Director of Little Moons, recently awarded one of the top 100 marketers in Marketing Week. In this episode, Ross shares the importance of clarity and how to apply it within your marketing role, whatever level of seniority. Plus his career journey and how his breadth of roles (ranging from Cadbury, Wagamama and agency-side) have benefitted his career yet strengthened fundamental and transferrable marketing skills such as clarity.