Brain Hurt Scale = 2/10. Learn all the hot topics, struggles and opportunities in the current environment from the perspective of two fractional CMO's. After shooting the breeze about coffee

With significant declines in the yields and measurement of various digital media over the years, they discuss different ways to move forward and embrace a revised approach to the marketing function.

What's the difference between West and East coast business culture?

Why is the crazy valuations in the recent tech boom not even comparable to what happened back in the late 90s?

How have digital channels changed over the years?

Gregory has worked in senior marketing roles at tech companies like InMobi, TapSense, NextRoll, Sojern and Noteable.

Embrace the future. Leave the shackles behind.

This is an easy listen.

That won't leave you in a bind.

Brain hurt scale = 6/10. This is the second half of the former episode which will complete the audio version of Part 3's article.

In the former episode we covered in detail the first determinant of effective advertising - reach.

In this one, we explain what is 'brand' and how 'branding' actually works or doesn't work.

Then we explore the third factor which is all about making products 'easy to find and buy'.

Followed by even more myth busting at the end to put everything into a practical context.

This is an audio episode version of the first half of part 3's article published at Brandingmag - https://www.brandingmag.com/john-james/brand-campaigns-part-3-how-does-brand-advertising-work/

But some people wanted the audio version.

So here you go

Brain hurt scale = 7/10. Isn't it funny how we all think we know how advertising works, but very few of us know about the scientific side. Even fewer have married up science with the practical considerations of what it's like in an applied work setting. Until now!

After learning about what brand campaigns are in part 1 and understanding the etymology. We were then left with a gaping hole. How does brand advertising work?

And to know how brand advertising works, we first need to understand how all advertising works.

What is 'reach'? How do you know if you have it or not?

What is 'brand'? How do you know if your ad had branded or not?

What is 'advertising'? How do you know what is and isn't advertising?

This is an audio episode version of the first half of part 3's article published at Brandingmag - https://www.brandingmag.com/john-james/brand-campaigns-part-3-how-does-brand-advertising-work/

But some people prefer audio.

So here you go audiophiles

Go to https://www.brandingmag.com/john-james/brand-campaigns-part-1-what-exactly-are-they/ to read the full article which includes a lot of useful diagrams, videos, links and extended explanation that doesn't make it into this quick 18-minute synopsis.

Part 2 is also fresh off the press. So if this perks your interest, follow your nose and read that article also to get the rest of the juicy details.

But, if you're more of an audiophile and want some added commentary, this will give you something the written versions don't.

Including the story of how it all started and why it's got everyone in a bit of a tizz.

See you on the other side

The audio version read aloud with some additional backstory.

The first of a 6-part article series was recently published via brandingmag.com.

I get lots of questions from the fans and one of the questions was, 'What is a Brand Campaign?'

I found it was actually a difficult question to answer.

My first attempt was a single article which quickly evolved, organically into a 6 part series.

If you're not fond of reading online, I got you.

Here's the audio version.

We'll spend thousands of dollars a month on ads yet routinely underinvest in the quality of the creative. Even the biggest agencies do it. They cheapen out on the quality of the audio track. But great music can make or break a movie or TV series. It can also be the difference between advertising and promotions that your audience either remembers or doesn't remember.

Raj has recently taken this to the next level. Investing his own money into the production of an entire rap album. I haven't met too many companies who have done that before.

Even more interesting is that this album talks about a sector which most would find very boring indeed - B2B SaaS!

I this hair-brained creativity gone wild or is there method to the madness. This is something we just had to get the scoop on.

It doesn't' matter if you like music, rap or Raj's tracks or not. You'll learn about a few mediums all rolled into one. It starts with audio aka sonic branding, then goes onto how to craft better webinars, then a sales pitch in the context of startups seeking funding, and finishes with events.

But don't worry, there's strategy throughout as we discuss how he inserts audio into branded content for maximum gain. And by listening to the full episode, you'll start to understand how all of these things link together - after all - this is one of the hallmarks of good strategy - a coherent set of actions.

And yes, you'll also learn how to pitch your startup to investors using his trademarked Que Pasa method. You'll learn how to take your events to the next level. And some of the secrets behind creative production if you wish.

But, the more important learning here is exactly how Raj uses this music he's produced to drive value and achieve business goals. And that story is a very interesting one. One that no one else has discussed with him - until now.

Want to be GOAT to Market?

Yes

I do

I do

I do

You know all those famous authors and people on social media with posts that are wildly successful? You may be surprised to learn, it's probably not them. Most don't even manage their own accounts. But, who's work then are we really reading? Who's DM's are we really slipping into?

Today we're going to delve into the murky world of ghostwriting. And it reminds me of that famous scene from Fight Club - because....

It appears, the first rule of ghostwriting is that you don't talk about ghostwriting.

And while, today's guest is very tight-lipped about the people he manages, we do get him to spill some beans and expose some of the dark secrets within the industry.

And this is all very Wizard of Oz

From a hip-hop group who imploded after their ghost-music-writer secret was revealed on stage, to the downfall of a famous business personality who ironically, ran a ghostwriting firm.

You'll learn about juniper trees, gin, tonic and why we still treat newborn babies in a particular way.

You'll learn why chasing vanity metrics with content and social media is a futile exercise,

The difference between high and low-quality content, and much, much, more.

The perfect episode for executives and senior leaders as well as anyone in the content industry, social media folk, marketing strategists and of course those running a business.

Skip to around the 6 min mark if you want to miss the gin sipping and genesis story and I'll see you on the other side.

Brain Hurt = 6/10. Do you want your effort to translate into maximum reward without change getting in the way? If so, embracing inherent uncertainty in the world is arguably the best way to go about it.

Matt Watkinson published his third book this year which explores the concept of probabilistic thinking, systems, determinism and more.

We don't really do book reviews, but this one caught the eye of our CEO and needed to be explored.

This is Rory Sutherland-esque. In fact, they are both quite close and Rory gives a glowing review of this book.

If you don't learn something, you haven't been listening.

Start learning...press play

Brain Hurt Level = 2/10. "Great interview...I've often thought someone needed to interview you, put all of that red-pill business and marketing chat into one cohesive conversation. Your definition of marketing should actually be a front-slide of every conversation I have now."

Note: This episode best serves the interests of executives, founders, owners and senior management. But, there's takeaways for everyone, especially if you're leading a team or interested in escaping the adland bubble.

We can use terms every day and assume everyone knows what they mean. But, answering the most basic questions are sometimes the most difficult.

What is marketing? What is brand?

Do you need to have a culture built on values like sustainability, equality and saving the world?

Meqa Smith, an employer branding expert and executive recruiter interviews John and both discuss how their disciplines intersect. Together they explore how companies misinterpret the marketing function and brand. Which often leads to erroneous hiring plus unfair expectations being placed on people hired for certain roles.

Along the way basic terms are defined. Political realities are highlighted and growth constraints discussed.

Reposted with permission fom Meqa's recent foray into starting her own series of interviews on modern hiring and employer branding for companies in Australia at https://unforgettable.agency

Brain Hurt level = 5/10. Note: this episode is best for those interested in marketing or growth within the SaaS tech sector. Especially if you work in marketing, growth or as a senior marketing leader or founder. And even more so if that's B2B or Martech. But...

With that said, it's rare to find someone who has worked in design, engineering development, product, strategy and marketing. Even rarer again to find someone who's personally managed teams in each of those as well.

Shay Howe is the CMO of a marketing tech company called Active Campaign. Each day he's able to see-saw between strategy and tactical execution together with his team of 30. But, he says leading marketing is his most difficult and complex role yet.

Hear from the horse's mouth about the current challenges affecting all tech company's marketing and growth departments. The threat and opportunity posed by AI. The rapid proliferation and complexity within the marketing tech industry. Bridging the brand versus performance marketing challenge. Modern measurement. Team management. And the future of the marketing tech stack including a practical critique of the buzzwords and acronyms which can plague sound decision-making.

Ready to get your tech on?

Want to know what it's actually like to be a CMO inside a tech company?

Find out by pressing play.