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Creative Brief BlogCast
By GraphosBusiness
Creative Brief BlogCast episodes
- Videos That Sell Products, With Stephanie TestaVideo, at least television, has been around for a long time. Commercials and product demos have been around forever. So why are we talking about video as though it’s something new and mysterious? We’re talking about video because digital marketing adds complexity and sharability. We talk with Stephanie Testa23 min
- Surprise & Delight: How Packaging Can Be Your Competitive Advantage with Dave HopkinsIf you’re preparing to launch a new product—or have ever relished the experience of removing one from its packaging—this episode is for you. The popularity of “unboxing” is just one illustration of how important product packaging has become. Packaging is no longer merely to “protect, deliver and entice;” but a highly experiential differentiating opportunity for smart product brands. Guest Dave Hopkins is a packaging advisor who believes great packaging aims to surprise and delight consumers—which translates into a sales and brand-building advantage.Graphos Product: http://graphosproduct.comDave Hopkins’ "Quickie Podcast - Interviews for Graphic Designers"iTunes: https://podcasts.apple.com/ca/podcast/the-quickie-interviews-for-graphic-designers/id1463743075Spotify: https://open.spotify.com/show/6cX7gO7xbN2x2UKkZtVBQd?si=bRaCyjCTQt2szdswKXP_bA23 min
- The Complete Product Development Cycle, with Filip ValicaFilip Valica is a mechanical engineer who has worked for large corporations and as founder of The Product Startup has coached numerous product brands through his development and launch process, a comprehensive view of the product lifecycle that begins with an original idea and culminates with sales. In this episode, he describes how product design extends into every stage, and why each is important.Filip Valica’s The Product Startup website:https://theproductstartup.comThe Product Startup Podcast:https://podcasts.apple.com/ca/podcast/product-startup-product-development-for-small-business/id109177452623 min
- Why People Buy - Part 1 - JTBD for innovative products with Alan KlementPart 1 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better.Klement's "Jobs to Be Done" (JTBD) idea is game-changing, transforming how product marketers approach and understand products and customers.Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers.Book: http://www.whencoffeeandkalecompete.comTwitter: @alanklementJobs to Be Done Website: https://jtbd.info26 min
- Why People Buy - Part 2 - JTBD for innovative products with Alan KlementPart 2 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better.Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers.Episode 1: What is "Jobs to be done" theory?Episode 2: A deeper dive: how to apply JTBD to your business.Book: http://www.whencoffeeandkalecompete.comTwitter: @alanklementJobs to Be Done Website: https://jtbd.info24 min
- 12. 3 Huge Lessons Pro Sports Taught Me About Product Marketing
This is a blog post about what ice skates, hockey sticks and pucks have to do with marketing a new product. Because believe it or not, there’s a lot in common between whatever you do, and ice skates, hockey sticks, and pucks. Andreas Schwabe is Graphos' Director of Media Services. Before that he was the first webmaster of the NHL's Edmonton Oilers, and among the first pro sports webmasters. Is there demand for your product? What’s the ideal selling price and how will it affect the market segment? What is the brand promise? What’s the product’ unique selling proposition (USP) or differentiation in the market? After highlighting just a few of the moving parts, I might need to re-visit this topic again sometime. Professional sport does everything big. Success is big, failure is big. If you learn the lessons of pro sports, your business can thrive in the big leagues.
8 min - Crossing the Chasm: Launching an Innovative Product for Mass AdoptionBryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore.Until Moore’s book codified and revolutionized how marketers think and talk about product marketing, a “customer” was perceived as anyone who might potentially buy a product. But there are vastly different optimum buyer types at different times in a product marketing life cycle, and understanding them is pivotal to developing a successful launch strategy.“The Chasm” is the yawning product marketing gap between Early Adopters and the Early Majority, whose buying choices are guided by entirely separate references. That means brands must think about their segmentation strategy as a phased approach to building momentum. How do you target the right early adopters to secure beachheads to the much larger Early Majority? That’s what we explore.The book: www.amazon.ca/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/006051712337 min
- What Product Brands Need to Know about Intellectual Property Law with Erika MurrayLife in the information age has transformed what we mean by "products." A product used to be anything you could taste/touch/feel. Today, information about a products is just as, or more valuable, than the product itself. Securities laws and Intellectual Property (IP) law are all about the legal protection of information. Episode 7 puts a spotlight on IP.Intellectual Property is Erika Murray's speciality. As a a lawyer, a professor, executive, innovator, and tech startup founder she's an expert on IP related issues. She holds a law degree as well as a PhD in Chemical engineering. Erika Murray is the Director of Innovation and IP Services at PCK Intellectual property in Toronto - PCK is one of North America's leading IP firms that services large multi-national companies, small to medium enterprises, and start-ups.Graphos CEO Laurier Mandin and Andreas Schwabe talk with Erika about what businesses need to know about Intellectual Property.https://graphosproduct.comhttps://www.pckip.com30 min
- 11. Opportunity for Success: 5 Tips to Make the Most of Podsummit IIIPodcasting allows businesses and individuals to create their own globally distributed 24/7 perpetual media property all about your interest or business. So why do businesses hold off creating a podcast? They don't know how. That's where Podsummit III comes in. You can start benefiting from Podsummit III even before it happens. This blogcast by Andreas Schwabe tells you how.7 min
- 10. Own It! Powerful Lessons from Three Great BrandsBranding is not about invention, it’s about ownership.You can invent the greatest consumer product in the world. It can solve an important problem, look beautiful, and work flawlessly. And it can tank miserably, or even be mowed down by an inferior competitor who succeeds in owning the market. Graphos Principal and CEO Laurier Mandin breaks down Apple, Volvo, and Danone, and how the brands managed to dominate simplicity, safety, and healthy living.Read by Andreas Schwabe5 min
About Creative Brief BlogCast
From the publisher's feed
The Graphos Blogcast is a spoken word version of "The Creative Brief" blog by Graphos, available at http://blog.graphos.ca - Blogs cover…
issues and angles around product marketing, go-to-market branding, and everything related to making your product and business a success.