Canned the Marketing Podcast

Canned the Marketing Podcast

By Stephanie QuantrillBusinessMarketing
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Canned the Marketing Podcast episodes

  • Episode 29: From Barbie to McDonald’s: The Marketing Power of Cultural Memory

    In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.

    What You’ll Learn in This Episode

    • What is Nostalgia Marketing?
      Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.
    • Why Millennials Are the Perfect Target
      Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.
    • How Brands Turn Cultural Moments into Marketing Gold
      Examples like the Barbie movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.
    • When Nostalgia Works—and When It Backfires
      Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.
    • The Coca-Cola and Stranger Things Masterclass
      Coca-Cola cleverly revived the infamous “New Coke” through Stranger Things, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.
    • Why Nostalgia Attracts New Generations Too
      Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.
    • The Difference Between Nostalgia and Trend-Jumping
      Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.

    Bonus Nuggets

    • Protein is everywhere in Australian supermarkets—even Violet Crumble and Chupa Chups flavoured protein bars.
    • Steph reports live from a whirlwind Sydney and Melbourne retail tour, exploring trends in pet and grocery categories.
    • A nostalgic dessert debate: Viennetta vs boysenberry ice cream tubs as childhood luxury treats.
    • A quick marketing news round-up including WPP’s expanded AI partnership with Adobe and creative agency shake-ups for KFC..

    Why Listen?

    Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.

    Chapters (with timestamps)

    00:00 – Welcome & Episode Setup
    Steph and Ben introduce nostalgia marketing and set the scene.

    01:00 – Retail Trends in Australia
    Steph reports from supermarket and pet store visits across Sydney and Melbourne.

    08:50 – Marketing News Round-Up
    AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.

    15:00 – The McDonald’s Friends Campaign
    Why nostalgic collaborations are targeting millennials.

    17:00 – What Nostalgia Marketing Really Is
    Defining

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    42 min
  • Episode 28: Think You’ve Moved Beyond the 4Ps? Think Again.

    The 4Ps might be Marketing 101, but are we actually using them properly?

    In this episode of Canned, Steph Quantrill from Cue Marketing and Ben van Rooy from Human Digital go deep on Product, Price, Place and Promotion and why these fundamentals still shape the strongest brands in New Zealand and Australia. 

    Then in a special guest section, Kaleb Mearns joins to launch a new partnership survey in conjunction with the Marketing Association, unpacking why agencies and clients need to take a hard look at how they work together. 

    The 4Ps Deep Dive (Or is it 7?)

    What You’ll Learn in This Episode

    • Why product strength determines how much promotion you actually need
     • How pricing is positioning whether you realise it or not
     • Where place and distribution quietly create competitive advantage
     • Why promotion is the loudest P but rarely the most important
     • How modern marketers can use the 4Ps as a strategic filter before briefing creative

    Special Section: The Partnership Survey with Kaleb Mearns

    In this segment, Kaleb joins Steph and Ben to announce the new industry partnership survey in collaboration with the Marketing Association.

    Why This Matters

    • Why agency and client relationships often drift without measurement
     • How better feedback loops can strengthen commercial performance
     • What the survey aims to uncover about trust, expectations and value
     • Why both agencies and brand-side marketers should contribute

    Call to action
    If you work in an agency or sit client side, fill out the partnership survey and encourage your team to do the same. Stronger relationships build stronger marketing. And while you are at it, sense-check your next campaign against the 4Ps before you hit go.

    Resources mentioned
     • Marketing Association https://marketing.org.nz

    Connect with the creators and hosts
    • Kaleb Mearns. https://www.linkedin.com/in/kalebfrancis/

     • Ben van Rooy https://www.linkedin.com/in/benvanrooy/

    • Stephanie Quantrill https://www.linkedin.com/in/stephanie-quantrill/

    Explore more from Canned
     • Canned the Marketing Podcast www.cannedmarketing.com

    • Cue Marketing www.cuemarketing.co.nz

    • Human Digital www.humandigital.com

    Timestamps
     00:00 Why the 4Ps still anchor great marketing
     07:45 Product as the foundation of brand strength
     16:20 Pricing as a strategic signal
     24:10 Place and distribution power
     33:30 Promotion in a noisy market
     41:00 Special guest Kaleb Mearns and the partnership survey launch
     50:30 Why agencies and clients should participate


    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    51 min
  • Episode 27: The State of Marketing in NZ: Are We Raising the Bar or Lowering It?

    What does it take to futureproof an entire profession? On this episode of Canned, Ben van Rooy and Stephanie Quantrill sit down with John Miles, CEO of the New Zealand Marketing Association, to unpack how NZMA has evolved from its direct mail roots into a national engine room for marketing capability. 

    John shares how COVID forced a fast pivot to digital learning, why leadership pathways matter more than ever, and the importance of a professional body in a profession that doesn't require one. 

    If you care about lifting standards in NZ marketing, this episode is for you.

    What You’ll Learn in This Episode

    •Why professional bodies must evolve from events hosts to true capability builders
    •How marketing leadership pathways shape the future of the industry
    •What real membership value looks like in 2026 and beyond
    •Why modern marketers need breadth of thinking not just channel expertise
    •How community and mentoring create long term industry advantage

    Bonus Nuggets

    •Steph and Ben unpack the Super Bowl ad landscape and what real cut through looks like
    •A nostalgic McDonald’s Friends collab sparks a debate on audience relevance
    •A reminder that marketing is as much about community as it is about campaigns

    Call to action

    If you’re serious about growing your career and raising the bar for marketing in New Zealand and Australia, this conversation will challenge how you think about professional development.

    Resources mentioned:

    •New Zealand Marketing Association (NZMA) https://marketing.org.nz
    •Advanced Marketing Leadership Programme https://marketing.org.nz/training
    •NZ Marketing Awards https://marketing.org.nz/marketing-awards
    •System1 https://system1group.com

    Connect with the creators, and hosts mentioned:

    •John Miles https://www.linkedin.com/in/john-m-129a0521/
    •Ben van Rooy https://www.linkedin.com/in/benvanrooy/
    •Stephanie Quantrill https://www.linkedin.com/in/stephanie-quantrill/

    Explore more from Canned:

    •Canned the Marketing Podcast www.cannedmarketing.com
    •Cue Marketing www.cuemarketing.co.nz
    •Human Digital www.humandigital.com

    Help improve our podcast

    Timestamps

    00:00 Welcome and why this episode matters for NZ marketers
    04:20 Super Bowl ads and the battle for attention
    12:30 Meet John Miles and the role of NZMA
    16:30 COVID pivots and digital transformation
    20:00 Membership explained and what value really means
    29:30 Building talent pathways and emerging marketer programmes
    33:45 Events scale and capability building at pace
    44:20 Creativity, ROI pressure and the future of marketing
    47:15 Wrap and what’s next

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    48 min
  • Episode 26: The Challenger’s Advantage: Why the Underdog Thinks Smarter

    When you’re up against a giant, you do not outspend them. You out-position them. 

    In this episode of Canned, Ben van Rooy and Stephanie Quantrill unpack challenger brands versus market leaders and why bigger is not always better. From Pepsi taking on Coca-Cola at the Super Bowl, to Whittaker's holding its ground against Cadbury, and how Skinny emerged in response to 2degrees, this is a sharp, practical breakdown of how David can beat Goliath. 

    If you manage brand in NZ or Australia, this one is worth a listen.

    What You’ll Learn in This Episode
     • Why positioning is your most affordable weapon
     • How repetition builds mental availability when budgets are tight
     • When market leaders should launch sub-brands versus stay the course
     • Why reframing the category can be more powerful than product innovation
     • How defending your lane beats trying to be everything to everyone

    Bonus Nuggets
     • The Super Bowl Pepsi polar bear taste test and what it signals about competitive framing
     • Why Whittaker’s goes upmarket instead of chasing Cadbury on price

    Call to action
     If you are either the scrappy challenger or the comfortable category leader, this episode asks one uncomfortable question: are you defending your positioning hard enough?

    Resources mentioned:
     • Pepsi
     • Coca-Cola
     • Whittaker's
     • Cadbury
     • 2degrees
     • Skinny
     • Dollar Shave Club
     • Gillette
     • Unilever
     • OpenAI

    Connect with us:
     • Ben van Rooy – https://www.linkedin.com/in/benvanrooy/

    • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/

    Explore more from Canned:
     • Canned the Marketing Podcast: www.cannedmarketing.com

    • Cue Marketing: www.cuemarketing.co.nz

    • Human Digital: www.humandigital.com

    Timestamps
     00:00 – Challenger brands versus market leaders
     00:11 – Pepsi, Whittaker’s and the positioning battle
     16:23 – Skinny launched as a response to 2degrees
     17:19 – Dollar Shave Club and acquisition strategy
     24:22 – Repeat, repeat, repeat as a challenger strategy
     44:15 – Why Whittaker’s cannot be Cadbury



    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    47 min
  • Episode 25: Where to Play, How to Win (And What to Stop Doing) - The Strategy Episode

    Strategy gets talked about a lot in marketing—but is rarely defined well. In this episode of Canned: The Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) cut through the noise to unpack what strategy really is, why so many businesses confuse it with tactics, and how that confusion quietly kills focus, momentum, and results.

    What You’ll Learn in This Episode

    • Strategy is a set of choices, not a plan
      True strategy answers where you play and how you win—before a single tactic is chosen.
    • Why strategy is as much about saying “no” as it is saying “yes”
      Trade-offs are not a weakness; they’re the point.
    • The hard line between strategy and tactics
      Media plans, campaigns, and content calendars are execution—not strategy.
    • Why marketing strategy must ladder up to business strategy
      When marketers don’t understand the commercial direction, they are destined to fail.
    • What good strategy looks like inside real organisations
      Clear positioning, consistency over time, and fewer, better campaigns.
    • Why constant reinvention is usually a red flag
      Strong brands evolve—but they don’t panic-reset every year.

    Bonus Nuggets

    • Why being “busy” often masks a lack of strategy
    • The inbox vs intention problem most marketers face
    • Why channel-hopping is a symptom, not a solution
    • The myth that strategy needs to be clever or complex
    • A refreshingly practical take on “strategy on a page”

    Why Listen?

    If you’ve ever been asked to “do a strategy” when what’s really wanted is a media plan—or you’ve watched teams mistake activity for progress—this episode is for you. Steph and Ben bring clarity, lived experience, and straight talk to one of marketing’s most misunderstood disciplines. You’ll come away with sharper language, stronger conviction, and a clearer sense of how strategy should actually guide your work day to day.

    Chapters (with timestamps)

    • 00:00 – Welcome & scene setting
      Why strategy keeps coming up—and keeps being misunderstood.
    • 02:30 – What strategy really is
      A clear definition and why documents aren’t the point.
    • 06:30 – The cascade of choices
      Where to play, how to win, and the power of focus.
    • 11:45 – Strategy vs tactics
      Drawing a firm line between thinking and doing.
    • 15:30 – Marketing’s role in business strategy
      Why marketers need context, not just briefs.
    • 20:00 – What good strategy looks like in practice
      Consistency, positioning, and fewer campaigns done better.
    • 27:00 – Brand examples and lessons
      Who’s staying the course—and who’s getting distracted.
    • 35:00 – Clarity over cleverness
      Why great strategy simplifies decisions instead of complicating them.
    • 39:00 – What’s next
      Teasing the upcoming episode on challenger brands vs market leaders.

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    41 min
  • Episode 24: Great Brands Are Built When the Wheels Fall Off - Unpacking the importance of Customer Experience

    Customer Experience Is the Brand (Especially When Things Go Wrong)

    In this episode of Canned the Marketing Podcast, Steph and Ben are joined by Sarah Clearwater, founder of Reframr, to unpack why CX is the delivery of your brand promise — and why the best brands shine brightest when everything goes sideways.

    This is a practical, no-nonsense conversation for marketers who are tired of talking about “customer centricity” and actually want to do something about it.

    What We Cover

    1. Customer Experience ≠ Marketing (But They’re Inseparable)

    Marketing makes the promise.
     CX keeps it — or breaks it.

    Sarah explains why CX is the glue between marketing, sales, product, service and tech — and why organisations that treat it as a silo end up with beautifully branded disappointment.

    2. Why Journey Mapping Still Matters (When Done Properly)

    Journey mapping one of the most effective decision-making tools.

    We get into:

    • Why org charts are the enemy of good CX
    • Where handovers really fail (hello B2B 👀)
    • How mapping exposes misaligned KPIs across teams

    Spoiler: most “lead quality” problems aren’t actually lead problems.

    3. CX as a Growth Lever (Not a Vibe)

    If you’re struggling with:

    • Acquisition
    • Conversion
    • Retention
    • Churn
    • Cost to serve

    …there’s a strong chance your promise and delivery are misaligned.

    Sarah breaks down how CX work connects directly to the metrics CFOs actually care about — without needing a six-figure tech stack.

    4. B2B CX: The Invisible Journey Everyone Ignores

    B2B buying isn’t one customer — it’s a committee.

    We unpack:

    • Why 7–10 stakeholders break most B2B journeys
    • The risk of selling to one person and onboarding another
    • Why CRMs help, but don’t magically fix experience gaps

    If you’ve ever heard “marketing brings rubbish leads” or “sales kills momentum” — this bit will sting (in a good way).

    5. Real CX in the Wild: When Things Go Wrong

    The best brand moments don’t happen when everything’s smooth.

    We share real examples from:

    • Mecca and the Beauty Loop backlash
    • ASB delivering calm, human support in a crisis
    • Catherine Wilson proving founder-led service still wins
    • Mitre 10 turning product advice into brand loyalty

    Smart Takes You’ll Steal for Work

    • “Customer experience is how organisations build resilience, not just satisfaction.”
    • Personas > demographics. Behaviour beats age every time.
    • Talking to customers who cancelled will teach you more than 10 NPS surveys.
    • If you digitise a broken experience, you don’t fix it — you scale the problem.

    Bonus for Marketers

    Sarah also shares:

    • How to introduce CX into organisations that “aren’t ready”
    • How to use moments like CRM re-platforming as leverage
    • Why CX and marketing are long-term partners, not project buddies

    Plus: a free upcoming webinar on optimising pipelines using customer journey mapping.

    Who This Episode Is For

    • Senior marketers juggling brand + performance
    • B2B marketers dealing with messy funnels and handovers
    • Anyone sick of “customer first” being pure theatre
    • Leaders who want fewer CX buzzwords and more business impact

    To do your own customer journye map - try this free framework here: https://www.reframr.co.nz/90minutemap

    Lis

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    42 min
  • Episode 23: What to look out for in 2026 - Ben & Steph's Hot 2026 Predictions

    It’s 2026, Ben’s back from Rio (minus a phone… plus a backup phone like an absolute psychopath), and Steph’s back from a soggy Coromandel reset. This week, they crack open the crystal ball and give it their best shot at calling the trends for marketers to pay attention to in 2026—brand vs performance, AI slop, agency shake-ups, and why “real” is the new premium.

    What You’ll Learn in This Episode

    • Brand is back (and B2B finally got the memo): Why over-relying on lead gen is about to hit diminishing returns—and what smarter funnel balance looks like.
    • AI adoption + AI backlash: How the rise of AI is also creating demand for human tone, originality, and experiences you can’t copy-paste.
    • Specialist agencies will win: Why consolidation opens the door for niche players (and why the big generalists may struggle to justify margins).
    • The content explosion is coming: More content than ever… but quality will be the only thing that cuts through.
    • Long-form makes a comeback: Podcasts, Substack, and deeper storytelling as a counter-move to short-form overload.
    • B2B buyer expectations are evolving: Consumer-level experiences are now the baseline—generic websites and generic messaging won’t survive.
    • New role alert: “Vibe Translator”: Why businesses may need a human to translate the subtext between CEO ambition and CFO caution. ;)

    Bonus Nuggets

    • Ben’s Rio marketing lens: beachfront selling, loudspeakers, national pride, and the kind of “awareness” you can’t block.
    • Elf Cosmetics x Liquid Death: a brand collab that’s basically a marketing fever dream (in a good way).
    • SXSW Sydney cancelled: what it signals about event viability and where marketers might look instead (Austin, anyone?).
    • CES gadgets: fridge cameras, barcode scanning, and a robot vacuum that does stairs (aka: the future is weird).

    Why Listen?

    Every week Canned breaks down localised marketing trends and hot takes every marketer needs to know . This episode is about 'better'.  Better brand thinking, better creative judgment in an AI-saturated world, and better strategy for where humans add value (hint: not generating 500 “Buy our widgets!” ads). If you’re trying to make smart calls on budget, brand, content, and capability this year—this episode will sharpen your instincts fast.

    Chapters (with timestamps)

    • 00:00 – Welcome back to 2026: Ben (Human Digital) + Steph (Cue Marketing) set the scene
    • 00:34 – Holiday recap: Coromandel calm vs Rio chaos (and the stolen phone story)
    • 04:08 – Marketing in Rio: what stood out “in the wild”
    • 05:37 – Steph’s marketing news: Elf x Liquid Death + Sydney Sweeney/American Apparel talk
    • 08:44 – Ben’s news: Golden Globes adds a podcast category + CES highlights + SXSW Sydney cancelled
    • 13:00 – Episode setup: 2026 predictions + disclaimer (no fact-checkers were harmed)
    • 14:08 – Prediction 1 (Ben): Brand becomes even more important, especially in B2B
    • 16:13 – Prediction 1 (Steph): The “real” renaissance + experiences + anti-AI sameness
    • 19:39 – Prediction 2 (Ben): Rise of specialist agencies + in-housing + AI reshaping roles
    • 23:15 – Prediction 3 (Steph): Optimism returns (steady growth, not boom) + more fractional/specialist talent use
    • 26:29 – Prediction 3 (Ben): Content explosion: quantity rises, quality decides
    • 29:39 – Prediction 4 (Steph): Long-form comeback (Substack, blogs, longer storytelling) + more podcasts
    • 31:23 – Prediction 5 (Ben): B2B buyer exper

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    40 min
  • Episode 22: End-of-Year Marketing Reckons: Who Nailed It, Who Blew It

    It’s the Canned Christmas special — and we’re not handing out participation trophies. Hosts  Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) are joined by brand strategist and cultural commentator Eugene Healey for a sharp, no-holds-barred breakdown of the brands that defined 2025 — for better and for worse. From Cannes side-quests to culture-war campaigns, this episode cuts through the hype to ask one brutal question: did it actually work?


    What You’ll Learn in This Episode

    • Why Cannes feels more like a tech festival than a creative one
      Who really owns the agenda now — and why “creativity” is often just the theme, not the point.
    • The danger of confusing discourse with demand
      Why brands can win the internet and still lose the market (hello, American Eagle).
    • How New Zealand continues to punch above its weight creatively
      And why small markets can still make globally relevant work.
    • What great brand recovery actually looks like
      When leaning into chaos is smarter than running from it.
    • Why regulation is not an excuse for boring marketing
      And how the best brands find space to move anyway.
    • What separates talkable campaigns from effective ones
      The difference between cultural noise and commercial impact.



    Bonus Nuggets

    • Why Eugene calls Cannes “a tech conference wearing creativity as a costume”
    • The real reason Australian industries feel creatively paralysed
    • How IKEA nailed its NZ launch by obsessing over lived experience
    • Why Coca-Cola’s AI Christmas ads feel like “elevator music for television”



    Naughty & Nice List Highlights

    • Naughty: American Eagle – cultural heat, commercial cold
    • Nice: Herpes NZ – purpose-led creativity that actually moved behaviour
    • Naughty: Optus – when brand teams pay for operational failures
    • Nice: IKEA – brand codes, executional detail, zero shortcuts
    • Nice: Cadbury Made to Share – product, packaging, and consumption moments aligned
    • Meh: Coca-Cola – tradition on autopilot, now with AI
    • Nice (and tear-jerking): John Lewis – proof emotion still beats assets


    Why Listen?

    If you’re sick of marketing commentary that confuses attention with effectiveness, this episode is for you. It’s a smart, funny, sometimes uncomfortable conversation about what actually builds brands in today’s fragmented, hyper-cultural landscape — and why courage, clarity, and taste still matter more than trend-hopping. Perfect listening for marketers who want to sharpen their thinking before 2026.

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    58 min
  • Episode 21: Why OOH Still Wins When Digital Gets Ignored

    Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) step outside the scroll and into the real world to unpack why Out-of-Home advertising (OOH) still stops people in their tracks. From billboards and bus wraps to special builds and stunts that earn global attention, this episode is a sharp, practical look at how brands can win attention when screens are saturated. If you think OOH is just “big signs,” think againWhat You’ll Learn in This Episode

    • Why OOH Still Works in 2025 – How physical media cuts through digital fatigue and delivers recall.
    • The Full Spectrum of OOH Formats – From classic billboards to digital, retail media, transport, projections, and special builds.
    • When to Use OOH (and When Not To) – Clear guidance on awareness vs consideration vs context-led placements.
    • Creative Rules (and When to Break Them) – Why simplicity wins, what kills impact, and how some brands successfully bend the rules.
    • Special Builds & Earned Media – How one smart execution can outperform dozens of standard placements.
    • Measurement Has Caught Up – Location data, attribution, and proving OOH actually drives store visits and behaviour.
    • OOH Isn’t Just for B2C – Where B2B brands can play, from airports to elevators and conferences.

     Bonus Nuggets

    • Spotify Wrapped as a masterclass in pairing OOH with personal data stories.
    • Hell Pizza’s “Doobious Pizza” billboard and why one site can be enough if the idea’s strong.
    • Why onions on a billboard might be technically valid… but emotionally unforgivable.
    • The rise (and occasional annoyance) of retail media screens everywhere you stand still.
    • The KFC “Gravy Train” – peak OOH meets PR genius.

    Why Listen?
    If your marketing plan still treats Out-of-Home as an optional extra or a legacy channel, this episode will recalibrate your thinking. Steph and Ben cut through the hype and nostalgia to explain where OOH genuinely earns its place in modern media mixes, how budgets have become more accessible through digital formats, and why creativity and context matter more than ever. Packed with real examples, honest opinions, and hard-won lessons, this is essential listening for marketers who want fame, not forgettable impressions.

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    47 min
  • Episode 20: Rebrand or Refresh? The Marketing Minefield Unpacked

    This week, Steph from Cue Marketing and Ben from Human Digital dive head-first into the chaotic, emotional, reputation-threatening world of rebrands - from the corporate phoenix moments (hello, Accenture) to the “no one asked for this” refreshes that get marketers yelled at at BBQs. With real-world stories from Spark, Enviro NZ, Four Square, Griffins, Enron (yes, really), and NZ Post, they unpack what makes a rebrand sing — and what makes customers grab the pitchforks. Grab a chocky biccy and settle in.What You’ll Learn in This Episode

    • The REAL Difference Between a Rebrand and a Refresh Why marketers constantly mix them up, and why that confusion costs businesses millions.
    • When to Rebrand (…and When to Absolutely Don’t) The strategic triggers that justify the cost, pain, and chaos — and the red flags that say “leave it alone.”
    • The True Cost of Rebranding From uniforms to wayfinding - make sure you consider ALL the costs 
    • How to Take People With You Why internal buy-in is the make or break moment for any major identity change.
    • Case Studies Marketers Can Actually Use The inside stories of Spark, Foursquare, Cracker Barrel, Griffins, Arthur Andersen → Accenture, NZ Post, and Vodafone → One NZ.

    Why Listen?
    Because rebrands are expensive, political, emotionally charged — and often completely misunderstood. This episode cuts through the fluff to give marketers the straight talk: when to refresh, when to rebrand, what it really costs, and how to not accidentally destroy decades of brand equity. If you touch brand in any way, this is essential listening — packed with real examples, candid insights, and the kind of hard truths only Steph and Ben will drop on-mic.
    Connect with the Hosts

    • Stephanie Quantrill (Cue Marketing) – https://www.linkedin.com/in/stephaniequantrill/

    Ben van Rooy (Human Digital) – https://www.linkedin.com/in/benvanrooy/

    www.cannedmarketing.com

    Stephanie Quantrill - Linkedin

    Ben Van Rooy - Linkedin


    43 min

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