Building Brand Desire

About the Speaker: Marco Bertini is a professor of marketing at Esade and a visiting professor in the marketing unit at Harvard Business School. He is also a senior advisor to the marketing, sales, and pricing practice at the Boston Consulting Group. Marco received my doctorate from Harvard Business School, and previously served on the faculty at London Business School. Marco is the co-author of the book The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (MIT Press), which explores how modern technology stimulates accountability, challenging organizations to succeed from the quality of the outcomes they deliver rather than the offerings they bring to market. The remainder of his research, which for the most part lies at the interface of the economics and psychology of pricing decisions, appears in the leading journals for management science and practice, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. His speaking and advisory work focuses on the challenge of designing and implementing revenue policies that are not only efficient and drive growth, but also socially responsible. Recently, Marco was named to the Thinkers50 Radar, a shortlist of the scholars “most likely to shape the future of how organizations are managed and led.” Prior to this, he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognised by the Marketing Science Institute as one of the most promising scholars in the field. Relevant Links: Website: https://marcobertini.com/who-i-am/ LinkedIn: https://www.linkedin.com/in/mbertini-prof/ The Ends Game Book Links: MIT Press: https://mitpress.mit.edu/books/ends-game Amazon: https://www.amazon.com/dp/026204434X/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=&sr= Barnes & Noble: https://www.barnesandnoble.com/w/the-ends-game-marco-bertini/1136676367?ean=9780262044349 --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

About the Speaker:  Oriol Iglesias is currently an Associate Professor and Head of the Marketing Management Department at ESADE. He stands at the vanguard in progressive marketing being a member of several leading entities, such as the Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation of the Academy of Marketing (AM),  the Editorial Board of the Journal of Brand Management  and the Executive Committee of the European Marketing Academy (EMAC) among others. His research has been published in many top international academic journals, such as California Management Review, the Journal of Business Ethics, Industrial Marketing Management, and the European Journal of Marketing. He has consulted and developed custom in company training for worldwide leading firms across various sectors, such as Porsche, Telefónica, HP, Nestlé, and PwC. Before joining ESADE he was Partner and CEO of Wakaa Networks, a consultancy firm specialized in the field of strategic marketing, for seven years. In parallel, he was also a Partner and CEO at El Terrat Online, a firm which produces TV programs, films and theatre plays. Previously, he was Senior Consultant first, and then General Manager, at ATI-Markefin (a consultancy firm in marketing strategy). He began his career working in the Marketing Department at Xerox. His latest book with co-author Nicholas Ind is titled - "Brand desire: how to create consumer involvement and inspiration",  published by Bloomsbury it provides an illuminating insight into the 6 main drivers that make people desire brands. The book is available through Amazon, Bloomsbury, Apple Books and Google books. Links to Book: https://www.amazon.com/-/es/Nicholas-Ind/dp/1472925351 https://books.apple.com/us/book/brand-desire/id1487529991 https://www.bloomsbury.com/uk/brand-desire-9781472925367/ https://books.google.bs/books/about/Brand_Desire.html?id=9dcaDQAAQBAJ&redir_esc=y How to connect with Oriol: LinkedIn: https://www.linkedin.com/in/orioliglesiasbedos/  --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

About The Speaker: Bart de Langhe is a behavioural scientist and a marketing professor at ESADE, Ramon Llull University (Barcelona, Spain). He obtained Bachelor and Master Degrees in Psychology from the Catholic University of Leuven (Belgium) and a Ph.D. in Marketing from the Rotterdam School of Management, Erasmus University (The Netherlands). Before joining ESADE in June 2017, he was on the faculty for six years at the Leeds School of Business, University of Colorado-Boulder (USA). He has had visiting positions at Booth School of Business (Chicago, USA), Rotterdam School of Management (The Netherlands), Bocconi University (Italy), China Europe International Business School (China), and Catholic University of Leuven (Belgium). Bart’s research examines the psychology of consumer and managerial judgment and decision-making, with a specific emphasis on the psychology of data-driven decisions. He has published numerous articles in leading academic journals in marketing and management, such as Journal of Consumer Research, Journal of Marketing Research, and Management Science. His work is also featured regularly in managerial outlets, such as Harvard Business Review, The Wall Street Journal, and The New York Times. He currently serves on the Editorial Review Board of the Journal of Consumer Psychology and the Journal of Marketing Behaviour. In 2017, Bart was recognized by the Marketing Science Institute as one of the most promising young scholars in marketing. Writings for the Harvard Business Review https://hbr.org/2017/05/linear-thinking-in-a-nonlinear-world https://hbr.org/2019/09/the-dangers-of-categorical-thinking https://hbr.org/2016/07/high-online-user-ratings-dont-actually-mean-youre-getting-a-quality-product Connect: Website: www.bartdelanghe.com LinkedIn: www.linkedin.com/in/bdelanghe/ --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

About the Speaker:  Daniel Bösl started to gain interest in online marketing business models when I was in high school, around age 16. Since gaining practical experience was key, He started to build small Wordpress websites and included affiliate links there to earn back from amazon sales. This was his first adventure in Online Marketing and left him stoked with this business ever since. He has since gone on to try various things from Amazon FBA to consulting clients on online Ads of all platforms and currently devote most of his time to  Addos Marketing, his marketing agency.   About the Company: Addos Marketing stems from the combination „Ad“ – Advertising & „Dos“ – Me and my best friend. We devote our time to finding the best advertising platforms for our clients and turn $1.000 into $10.000 for them. Most important for us is to leverage the technological opportunities we have to create better, more trustworthy results: Creating the correct target audiences via big data to avoid scatter loss, create transparent and traceable conversion funnels. Existing clients really value our flat hierarchies, flexibility to adjust to their needs and close-to-market approach with always the newest ideas. At the end oft he days we create customer acquisition funnels that drive the business 24/7 on an autopilot mode. Website where we also give away a free ebook: https://www.addos-marketing.com/ Best Way to get in touch: LinkedIn DM: https://de.linkedin.com/in/daniel-bösl-448b44165 --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

Topic focus: Google Ads Keywords: Ad Relevance, Ad Strategy, Targeting, Behaviour, Google, Google, Google.  Meet Josh Drasta, Josh has spent the past six years working in Social Media Intelligence and the Ad space. Currently, he is a part of the Google EMEA office working as an Agency Development Manager, providing the management of a portfolio of agencies and brands - analytical, and sales power to drive advertiser growth, acquisition growth and overall business growth. Over the course of his career, he's worked with brands such as Danone, P&G, Japan Airlines, Pernod Ricard, or Petronas, as well as with the BIG 6 advertising agencies. LinkedIn: https://www.linkedin.com/in/drasta/ Website: https://iamdrjosh.wordpress.com/ Case Studies: The impact of the pandemic on holiday shopping https://www.thinkwithgoogle.com/consumer-insights/pandemic-holiday-shopping/ Data-driven marketing https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/search/cloudy-chance-sales-what-weather-based-marketing-means-brands-india/ Funnel Strategy https://www.thinkwithgoogle.com/intl/en-145/future-of-marketing/creativity/kpis-essential-framework/ Getting to Know Josh Favorite Car https://www.peugeot.ie/range/find-your-vehicle/peugeot-traveller.html Last Downloaded Song https://open.spotify.com/track/3eJBKLhpOauQJlgoOSPErD?si=-50BdWTWSYOziIJOyLzifQ --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

Rayn is an aviation enthusiast and an avid sales & marketing expert. He loves reading self help book and case studies on brands. His first job was in McDonalds and then, he dropped out of college to pursue my passion for sales, travelled over 15 countries and Co-Founded Unschool. Unschool (unschool.in) is an online learning marketplace which essentially bridges the gap between the industry and institutes enabling youth towards employability. Unschool started in June of 2019 and have so far (October 2020) impacted over 30,000 students through its self paced, industry mentored courses. We are an objective based platform ie. we open a plethora of internships to the UnSchoolers after they finish their course. Website/Bio Links: Rayn:  LinkedIn: linkedin.com/in/chalkmeout/ Website: chalkmeout.com Unschool Achievements: LinkedIn Top 10 Startups: linkedin.com/pulse/linkedin-top-startups-2020-10-indian-companies-rise-abhigyan-chand/?trackingId=pQGDTJ28Sfmby61yZz6WtQ%3D%3D YourStory: yourstory.com/2020/09/hyderbad-edtech-startup-students-unschool-learning-management Rayn's last downloaded song:  I'll Be Waiting - Klint Peacewood Remix by King of Little Sweden https://open.spotify.com/track/6oldAdLIGlHjgBFJzSKgjE?si=klOLT9n1T2WllW3EJWSYpA&utm_source=whatsapp --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

On this episode, we cover the definition of a marketing strategy and the key areas to look at while developing a marketing strategy with Miguel Magalhães, a marketing strategy consultant from Squadra, a Marketing Management Consulting Firm based in Portugal. Hope you enjoy the show!  Check out these links if you want to know Miguel and Squadra more!  LinkedIn: https://www.linkedin.com/in/miguelangeloalves/ Unschool: https://www.unschool.in/courses/marketing-management/ Squadra: https://www.squadra.pt/ --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support

Hi, I'm your host Shivam Tibrewala - https://www.linkedin.com/in/shivamtibrewala/ Just an intro audio to welcome you to my world. I hope to take you through an exciting journey over the next episodes. See you soon! Our SM handles: LinkedIn: https://www.linkedin.com/company/the-marketing-effect-mfx/ Instagram: https://www.instagram.com/themarketingeffect/ --- Support this podcast: https://podcasters.spotify.com/pod/show/mfx/support