29. Marketer as Scientist

In this episode we will try to identify ways of including serendipity into our organizations - definitely a powerful tool to come up with new ideas and break the growth ceiling.

In this episode we're discussing the concept of obliquity, being successfully used in business - for us to build brands. Especially for most complex brand equities which usually takes time. Obliquity, so doing it indirectly, may help.

In this episode we will look pragmatically into 5 key benefits our brand can gain from working with an endorser. It's typically effective, sometimes surprising and capricious - but certainly worthwhile considering when we need growth. Enjoy!

In this episode we are identifying 5 clear benefits from including loyal consumers into our growth strategies. They may not be responsible directly from building our incremental sales - but without them we would now know enough how to do that successfully. Enjoy & see you in the next episode!

This episode is inspired but yet another study of a foundation with shocking data that proved to be methodologically wrong - the effect was important, not the scientific rigorousness. We are trying to decode how to best build as marketers as scientists when the world's trust in data has been so severely eroding for years. Share you thoughts at [email protected]. See you in the next episode!

In this episode we're trying to understand the importance of being different on the USP level vs being distinctive. We show how being different may be important, but it's typically not a permanent advantage. And how it is critical to be distinctive for the growth of our brand. As always, share your thoughts at [email protected]. And see you in the next episode!

In this episode we discuss the incrementality - the most exaggerated KPI marketers assume for their new launches or promotions. But there are couple of points we can take into account to make our incrementality assumptions much more realistic and the final effect much better - which will eventually reduce th erisk of our organizations investing in something with a negative ROI. Share your thoughts as always on [email protected]. See you in the next episode!

In this episode we are discussing the meta-studies on the scarcity effect. One of these was published yesterday and it presents very interesting findings. Although not being in complete unison with other metastudy in the area of scarcity - marketers finally know a bit more which scarcity works better for which categories. Restricting time? Restricting availability? Supply? Let's dive in! Thank you for all your comments - please continue with sharing your experiences at [email protected]

In this episode we talk about ChatGPT impact on our business in marketing. Of course we do, everybody does. We're not touching the fact that almost all AIs were launched without a proper policy, regulations, watermarking of the AI-generated materials, that ethics teams were ignored at most of the big players trying to launch their AIs as soon as possible. We are focusing exclusively on the brand building process and how generative AI can help us, what it can do and what it cannot do. And what we should do about it. It's most likely just the first take on AI in our Decoding Brands podcast. If you have some thoughts and experiences in this area - definitely share at [email protected].

New Year's resolution: invest smarter in my brand. But how exactly? In this episode we're collecting relevant insights from key marketing gurus and showcasing well documented brand choices to try to answer how to start thinking about our marketing budgets and how to assign them to building our brand salience (which is so darn difficult to explain to our CFO/CEO - as well as to the Performance Marketing, which offers very quick "results" but typically very short-term ones. Enjoy and let me know your thoughts as always on [email protected].