Branding over Wine

“Absolutely fundamentally, the clear implication from this knowledge – which is supported by billions of data points – is: if you want to grow, don’t focus on loyalty.” – Prof. Rachel Kennedy, Founder & Associate Director @ Ehrenberg-Bass Institute

Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world's largest centre for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws:

• What happens when brands stop advertising;
• Predictable competition and why positioning matters less;
• Duplication of Purchase Law and Double Jeopardy Law;
• and more

“The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts.” – Simon Broadbent

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“My definition of marketing is just ‘a way of running a business with putting the consumer and the consumer’s needs first’.” – Theo van Uffelen, European Marketing Manager @ Yakult (the world's leading probiotic beverage created in Japan in 1935).

Theo van Uffelen, seasoned marketer (Unilever, Coca-Cola) and European marketing manager at Yakult, talks about purpose; the role of marketing and branding in organizational cultures; how marketing and marketers have changed over the years; and how to build a high-performance (marketing) culture. Listen to get valuable insights on:

• His experience at Yakult;
• The transformation of marketing;
• The two schools of marketing;
• and more

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Dr. Erich Joachimsthaler, founder and CEO of Vivaldi and award-winning author, explains why the creation of value has shifted towards the consumer side and how digital business models can help brands transition to an interactional relationship with consumers, all with eye-opening examples:

• Platform ecosystems model – Peloton;
• Interaction field model – John Deere;
• The case of ANT Group;
• and more

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“We found that differentiation matters, and it matters more if you’re a relatively smaller brand or if you’re in an emerging market.” Prof. dr. Koen Pauwels also explains that brand equity is really how consumers on the market react differently to your product because it has the brand. 

Martin Schiere, Principal and Consumer Goods Strategy Lead at Glocalities (our podcast host) and his guest, Distinguished Prof. of Marketing at Northeastern University, talk about how mature and emerging markets imply different levels of importance for brand assets; what and when to measure; what makes the ultimate difference in the marketing funnel in the different markets; and more, through the lens of his impressive studies and work experience.

• Nissan and Toyota test;

• Brasil and UK study;

• Nike, Patagonia, and Starbucks;

• and more

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