Big Ideas Tiny Details

A brand partnership is a strategic play. 

In this episode we explore the golden rules, what makes a successful brand partnership and why do others fall flat. 

Charlotte Hyde, is a total legend. Having worked agency and client side - with roles such as CMO of period disruptor Ohne and now Strategic Director of McCann Manchester on the ALDI account. She knows her shit.

It’s 20mins. That’s all. In, out, and I promise it will make you think and give you some clear directions.

Thought leadership.

A term that carries so much weight and intimidation. 

Lots of old stuffy (face it mostly white men), writing long and dull articles.

In today’s episode of Big Ideas Tiny Details, I speak with Julie Thompson Dredge, Founder of Frame PR a B2B PR agency, and try and unpick what this means.

We discuss how thought leadership should be taken in the spirit of sharing. This is about sharing your authentic and original thoughts. Consistency is key.

To find your themes go inwards to yourself and your industry- what drives you and what riles you

And it doesn’t have to be about writing stuffy articles. This is about delivering an engaging message, that is timely and relevant. This can be done in so many other ways. Experiment and find a style that works for you and allows you to convey your message in an interesting way.

PR is all about creating relationships with people- relationships being the key word here- this is not pay to play- pushing stuff on people, (if you have enough cash anyone can buy eyeballs) but taking time to find the stories within the community.

Because if create something that reflects what people are actually thinking and feeling- and create something that makes them see and feel heard they are actually going to pay attention rather than passing over it.

Short, sharp to the friggin point.

Huge fan of today's guest Rachel Allison, and her mission to reimagine PR- watch this space new gen PR incoming.

"Don't start with the stuff. Start with the numbers".

This week I speak with Victoria Scally founder of We Are All Marketing about the brilliant basics of marketing. 

In the episode we cover, shiny new objects, the difference between strategy and tactics, and how tactics can inform your strategy. 

Why you should resist at all costs following other brand's playbooks and the magic number- how much you should plan for and how much should be free for experimentation- let’s play with this pot.

Research.

It’s a little bit head and a little bit heart.

Research has got a bad rap over the past few years- slow, expensive, cumbersome, and backward-looking. But, if you boil it down it is all about understanding people, and if you understand people you can make better decisions and serve them better. Without research, you are just guessing.

In this episode I speak with Isabel Lydall about big research- the types that are centered on the big decisions - the things that are keeping people awake at night, and what you can be doing every single day to really understand what is going on. 

If you boil it down it is all about understanding people, and the better you understand people the better you can serve them through the products that you have and the messages that you tell.

In today's episode I speak with Lizi Riehl and we are debunking the murky world of brand of brand strategy and unpicking what it even means. 

Why design guidelines are not brand guidelines, and why a rebrand doesn’t mean throwing out everything and starting from scratch- and why that approach is a very bad idea.

Lizi is a brand consultant who specialises in financial services. Much is spoken about brands through the lens of FMCG and CPG, so this is a very interesting conversation for anyone who sits outside these categories and is questioning commercially the importance of brands.

Short, sharp- it's 12mins folks, this episode will likely save you a hell of a lot of money in the future, as Lizi’s view is that Marketing should be a profit driver, not a cost center.

When done properly the numbers speak for themselves. But what is this dark art? How and what does it actually involve? Why do some brands see massive commercial uplift, but others just get a massive pile of unsubscribes? 

In this week’s episode of 'Big Ideas Tiny Details', I speak with Sarah Brereton, CRM consultant and former head of CRM at GymShark all about how you win.

What is growth marketing?

With marketing being the precursor to sales, surely all marketing is to do with growth?

In this weeks Big Ideas, Tiny Details we speak with Olly Johnson, growth consultant and former MD of Spacegoods and now co-founder of menopause brand Valerie, all about what growth marketing really is.

Spoiler- it’s holistic and focused on maximising lifetime value and so much more than performance marketing.

Attention is the biggest challenge for any business in 2024, will be in 2025, 26, and so on, and so on.

Work emails, life emails, junk emails. Instagram ads, TikTok rabbit holes, radio, podcasts, and all the gazillion of WhatsApp groups that we have been added to (because who doesn’t need another group).

We are bombarded with information.

This is coupled with the fact that at least 90% of your customers are not actively looking for what you are selling when they come into contact with your brand or marketing.

The harsh reality is that to your consumers your brand is nothing but wallpaper. 

How can do you things that capture attention, and get people talking? It comes down to ideas and the power of them. 

In today’s episode of ‘Big Ideas, Tiny Details’ we hear from the magician that is Holly Rix, Fractional CMO (Heights, OTO, Method) all about the power of a penetrating insight, why you can’t live in fear of not appealing to everyone and the importance of making people feel something.

If you have a product you must have a brand. Wrong.

A product is the thing that people buy, the brand is what people buy into.

A brand makes you feel something.

A brand is how people describe you, what people say about you when you are not in the room.

In this weeks episode we hear from Isabelle Gormezano Marks, Marketing Director of East London Liqor Co, about the fundamental difference between building a brand and selling a product.