Marketing MasterClass - Psychology in Communication

After a longer break dedicated to move to Australia - in the new episode we will talk about the experiences from in-housing media buying. We will talk about both perspectives - doing it vs not doing it - from business case perspective, recruiting & managing the in-house team, as well as change management in your organization.

It's not an easy choice to make and you have to be ready to fail couple of times before pulling it off. It may work great, especially when the 1st party data becomes so critical in the cookie-less world. But staying with the agency might be a safer choice when you work in q highly competitive market. 

If you have questions on in-housing media buying - please write me on [email protected].

This episode coincides with Effie Award galas around the world. The most prestigious award a marketer can get. True Oscar in brand building. Do you have to be a big brand to win it? I want to believe, not. I've been sitting on Effie Juries, incl. Effie Europe - and I believe any brand with powerful idea that worked - can and should take part and can win. I'm sharing some pragmatic tips how to prepare a good Effie entry.

Fingers crossed for your Effie success!

I found the inspiration for this episode while watching Netflix .. far too long. How much time should we dedicate to brands? Do they think about it? Do we pick them taking into account the time-investment factor?

We will look into this from the perspective of brands which bridge us to solutions or rewards - or are solutions or rewards themselves.

Please share your experiences! Enjoy!

Hello,

In this episode we look at losers. All data will tell us to focus on our strengths. But apparently there is a bumblebee in the nature. It flies the fastest although has nothing but weaknesses: too fat body, too short wings.

If you cannot ignore or eradicate weaknesses, there is an interesting bumblebee combo that may turn them into pretty strong contributors to your brand building.

Enjoy - and as always, share your comments on pentonica.net!

In this episode I try to identify the silver lining for the troubling trend of making all brand building decisions with dominant role of the procurement department in our organizations. Procurement must compare to make their decisions - what if we take that option away from them? What if we turn to game changers and innovators with whom we might be building our brands more effectively, and thus successfully escaping from the naked numbers in an excel file laying out manhours fee. Creative people out there will definitely appreciate it - and total level of innovativeness in the market may rise in so many fields.

Please share your thoughts as always on pentonica.net.

Enjoy!

In this episode, basing on my own experience, I lay out very smart customer care tactics applied by Gibson guitar maker that could be easily applied in many categories suffering from prolonged delivery times driven by pandemics. 36% of consumers suffer substantial shipping delays - but there is an effective way not only to keep their order, but also to build their bond with your brand while they are waiting.

Enjoy and as always, please share your thoughts on pentonica.net.

This episode is inspired by many experiences with Brands that have lost their clarity in what consumer's goal they intend to address.

They tell beautiful stories, they seem to have aspirational missions & visions - but they lack the brutally simple answer: what do they actually do.

Consumers wouldn't care if over 70% of brands disappeared tomorrow. They need brands to fix their pains or boost their gains. I present a very simple approach to define your Brand's Job that can navigate your marketing activations, portfolio composition, communication leitmotif, competitive framework and profitability expectation.

As always, please share your experiences at pentonica.net, I can't wait to learn more from you.

In this episode we are visiting Mt. Stupid. Defined by Dunning & Kruger, a typical overconfidence effect coming with too little knowledge but too excessive desire to share one's opinion based on no facts or data, just driven by illusory superiority bias. And constituting a serious roadblock for an innovation to have a fast-forward diffusion process in the organization. All that losing pioneer benefit of high demand, margins & loyalty.

We've all been there. I'm sharing my successful experiences how not to climb Mt. Stupid - very happy to learn your experiences how you are pitching your innovative ideas for them to be timely implemented.

Please share on pentonica.net.

Can Best Practices help grow our Brands faster? If so, are they blocking the true potential of Brands & Marketing Teams? When to resort to them, when to avoid them. Sharing practical experiences from diverse industries and 3 tips to observe in your Teams.

I would love to learn your take on this topic, please share at:

[email protected]

In this episode I'm sharing the insights from meta-research on creativity, enriched with Pentonica's own experience. When looking for the maximum potential of your creative & innovative ideations, you will most likely benefits the most when some smart constraints are imposed within the process. "There are no bad ideas" in the brainstorm session does not work effectively.

I'm presenting 6 hints for the winning formula how to run creative / innovativeness sessions - with hope to collect thoughts from the listeners' experiences.

Enjoy & share!

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