In this episode of the Brandwidth podcast, Sam McEwin and Dean Millson discuss the topic of AI (Artificial Intelligence) and its potential impact on branding and marketing. They approach the topic with curiosity and explore how AI can be used as a creative partner and a new creative medium. They emphasise the importance of asking...

Sam McEwin and Dean Millson discuss the importance of branding for small businesses. They explain that branding is not just for big companies, but can also be beneficial for small brands. They outline a methodology that they use to help small businesses grow and succeed. They emphasize the importance of balancing activities that drive initial...

Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics.​ **Summary:**​Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing...

Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are marketing and branding experts who bring their knowledge and insights to the show. Summary: Sam and Dean discuss the power of visual assets in marketing and branding. They reference a chart from Ipsos that ranks different visual assets based on their...

Sam McEwIn and Dean Millson discuss the importance of attention in advertising and the findings of Professor Karen Nelson Field’s research on attention. They explore the impact of attention on memory and brand recall, as well as the different channels that attract attention, such as television, catch-up TV, and mobile phones. The conversation highlights the...

Summary: Dean and Sam discuss the decline of jingles in advertising and the reasons behind it. Reflecting on their favourite jingles from the past and the effectiveness of these catchy tunes in creating brand recall, they uncover why jingles have become less popular in recent years and why they may potentially be making a comeback....

Summary: In this episode of “The Brandwidth Podcast,” Dean Millson and Sam McEwin discuss the importance of employer branding in today’s competitive job market. They explain that employer branding is not a separate brand from the company brand but a different expression of it. The key to successful employer branding is understanding the target audience,...

Summary:Sam and Dean discuss the long-lasting and memorable Australian ad campaign, Cancer Councils “Slip Slop Slap.” They analyse the recent update to the campaign, which added two more actions, “Seek” and “Slide,” and discuss how it has affected the effectiveness of the original message. Emphasising the power of the rule of threes in branding, marketing,...

In this episode of the Brandwidth podcast, Dean Millson discusses the importance of brand guidelines and how they can benefit businesses, explaining that brand guidelines are more than just visual standards and should encompass the vision, purpose, target audience, communication style, values, and visual identity of a brand.

Get ready for another insightful episode of Brandwidth – ‘Big Ideas on Small Business Marketing’! In this episode, we delve into the topic of brand loyalty and loyalty programs with our knowledgeable hosts, Sam McEwin and Dean Millson. They initiate an engaging conversation by discussing the significance of providing superior service to customers in order...

Get ready for another insightful episode of Brandwidth – ‘Big Ideas on Small Business Marketing’! In this episode, we introduce you to the 95:5 rule and discuss key marketing strategies that can help you grow your small business.  Throughout the episode, we cover topics such as why focusing too much on immediate engagement or downloads can...

In this episode we discuss: Why is so much marketing literature focussed on B2C What does Jenni Romaniuk have to say about B2B? Does the law of double jeopardy matter for B2B as much as it does for B2C? Benefits of ling term brand building for B2B businesses Priming a buyer for your B2B brand...

In this episode we discuss: Why you don’t mess with social media influencers on social media. If not sales, what should marketing be ultimately measured by? What is the leading brand of politics in Australia? What really is “the Murdoch press” anyway? Is news media a product and if so, should they tailor that product...

In this episode we discuss: The scary fact that 60% of digital advertising spend is spent with just two companies, Facebook & Google. How did Google ads evolve and why are they now dominated by big brands? Are we now seeing a golden age for new digital channels? What are the top 5 digital channels...

In this episode we discuss: Word of mouth is always seen as important, but why aren’t we more strategic about it? What is a Talk Trigger? What’s the difference between a USP and a Talk Trigger? Types of Talk Triggers – Talkable Empathy, Talkable Usefulness, Talkable Generosity, Talkable Speed, Talkable Attitude Talk Trigger Criteria – Be Remarkable,...

In this episode we discuss: The impact of cognitive biases on purchasing decisions What exactly are category heuristics and why do they matter? Experts vs Acquaintances who do consumers really pay attention to? Why 2 for 1 is better than 50% off, every time Stacking biases and other fun games for marketers Brand preference fragility,...

In this episode we discuss: What job are we ‘hiring’ the products we purchase to perform? The surprising truth behind milkshake purchasing behaviour A better question to ask consumers than “why” they purchased something Are two jobs to be done better than one? Why you should talk to your customers instead of talking about yourself...

In this episode we discuss: Branding in the B2B space compared to B2C B2B brand strategy is important as an internal driver of organisations How are B2B brands built vs B2C brands The important role of people in B2B brands The role of brand purpose in B2B Marketing mix and effectiveness in B2B brands B2B...

In this episode we discuss: The evolution of consumer buyer journey frameworks Initial consideration vs active evaluation The latest research into active evaluation What exactly is the ‘messy middle’ Exploration and evaluation loops The power of purchasing triggers Is purchase abandonment a bigger issue than cart abandonment? Behavioural biases raise their head again Resources Mentioned...

In this episode we discuss: Traditional Economic Theory vs Behavioural Economic Theory Behavioural biases – the shortcuts our minds use to make decisions and what it means for marketers Costly Signalling Theory and examples in life and marketing Why a brand is a costly signal Loss aversion and its roots from our evolution Signalling in...