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#81 Unlocking Brand Brilliance: Strategies for Portfolio Management & Campaigns with Carolyn Walker
Manage episode 376779822 series 2805921
Kandungan disediakan oleh Jonny Ross. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Jonny Ross atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
🎙️ Welcome back to another episode of Jonny Ross Fractional CMO! Today we're diving deep into the synergy between brand building and performance marketing with the amazing Carolyn Walker, CEO & Managing Partner of Response. 🌟
Episode Highlights
- 💡 Why performance marketing isn't enough and why you need brand building
- 📊 The importance of having a brand strategy and how it impacts your business metrics, from valuation to talent retention
- 🧭 Carolyn's blueprint for effective brand positioning
- 🌟 Real-world examples of companies who have aced their brand strategy
- 📖 Storytelling: The underrated secret weapon in marketing
In-Depth Discussion
A Balanced Approach to Marketing
- Carolyn discusses the importance of aligning performance marketing with long-term brand building strategies.
Impact of Branding on Business Metrics
- Unpacking how a strong brand can elevate your company’s valuation, pricing power, and even talent retention.
Brand Positioning
- Carolyn walks us through the brand positioning process, using her years of expertise to illustrate how it's done.
Standout Brands
- Carolyn shares why she considers Maersk and Chipotle UK as shining examples in the world of branding.
Importance of Storytelling
- A look at how storytelling and personality can become a major differentiator for your brand.
Key Takeaways
- 📌 Strong brands aren't built in a day, and they require a well-thought-out strategy that aligns with performance marketing.
- 📌 Consider your brand as an ongoing narrative, where storytelling and personality play pivotal roles.
Final Words
🎉 Thanks for tuning in! A huge shoutout to Carolyn for sharing her valuable insights and helping us navigate the intricacies of brand building and performance marketing. 🙏
Connect with Carolyn Walker
🔗 Guest Links
🔊 Listen & Subscribe
Feel free to use these show notes as a roadmap to navigate through this enlightening episode. Happy listening! 🎧
The advantages of using both brand building and performance marketing [00:02:28]
Carolyn explains the importance of finding a balance between brand building and performance marketing and the benefits of using both approaches.
Convincing board-level executives to invest in brand building [00:06:15]
Johnny asks Carolyn how to convince high-level executives to invest in brand building and what arguments can be made to support this investment.
The impact of brand on company valuation, pricing power, and talent attraction and retention [00:06:35]
Carolyn discusses how brand building can affect a company's valuation, pricing power, and its ability to attract and retain talented employees.
Understanding Brand Core [00:11:19]
Carolyn explains the importance of understanding a brand's core beliefs and how it impacts brand positioning.
Brand Positioning Process [00:13:02]
Carolyn discusses the three intersected components of brand positioning: brand truth, audience insight, and market opportunity.
Success Story: Maersk's Brand Transformation [00:19:24]
Carolyn shares the success story of Maersk, a global logistics company, and their brand transformation journey, resulting in significant growth and recognition.
The case study of Lyft [00:21:36]
Lyft's exceptional results, including a 194% increase in sales and over 1000% increase in ebitda since 2016.
The smart advertising strategies of Lyft [00:22:31]
Lyft's use of video shorts, advertising in transportation hubs, and smart TV advertising to reach their target audience.
Brand portfolio strategy and management [00:24:43]
The importance of managing the entire portfolio of brands, making strategic decisions about brand roles and relationships, and leveraging brands for the best results.
The power of brand advertising [00:32:07]
Discussion on how a brand's advertising supports their core belief and the impact it has on creating a difference in the world.
Combining performance marketing and brand building [00:33:12]
Exploration of how a brand can drive immediate sales through performance marketing while also focusing on building brand awareness and loyalty.
The importance of marketing during challenging times [00:34:16]
Insight into the significance of continuing marketing efforts, even during difficult periods, and how it can contribute to long-term growth and success.
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