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  • 2: Beyond the branding - the new philosophy of ‘on-brand’

    2: Beyond the branding - the new philosophy of ‘on-brand’
    2024/10/16
    Is having an instantly recognisable brand the holy grail of marketing? We've seen some incredible brand-first campaigns lately, from British Airways, Müller, and Specsavers to name a few examples, how can marketers help their brands reach that pinnacle where everyone knows on sight who you are and what you do?

    In this episode of Marketing Beat's Marketing Bites we'll be asking that question with a brand that will be instantly familiar to listeners, Tony's Chocolonely. Emma Baines, head of creative, Tony's Chocolonely occupies the hot seat as we pick her brains on how the chocolate-maker has achieved impressive brand awareness in a breathtakingly short amount of time. How have they managed to wrap their purpose within their brand, and what to do about imitators and copycats who will inevitably follow.

    Also joining us to share his insight and perspective is James Fooks-Bale, director of brand marketing, at brand-building platform Frontify. James will explain how brands can harness the power of recognition, the importance of consistency, and what assets really connect with the consumer and how to protect them.

    We loved talking to both of them, join us for another great listen on the Marketing Bites podcast.
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    37 分
  • 1: Breaking through the attention deficit

    1: Breaking through the attention deficit
    2024/10/01
    The first step for any brand campaign is getting consumers' attention. Eyeballs alone don't cut it, views are not enough and ads need to make a real impact to have a measurable effect.

    But with so much noise out there, how can brands identify the best way to get their business seen?

    We’ll be picking apart what attention really means by looking at different types of campaign – from shock marketing to long-term strategic brand-building - the measurable effects of these, and why marketers need to make room for both.

    Joining us to help make sense of it all are two heavyweights from the UK marketing world - Rory McEntee, brand and marketing director at challenger brand Gymbox (famed for its trouble-making marketing) and Dom Boyd, managing director at Kantar UK Insights.

    The pair share their take on the importance of grabbing the right kind of attention and how to ensure that a campaign makes that all-important leap from impact to engagement.
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    44 分