In this episode, we’re thrilled to sit down with Charl Bassil, the Chief Brand Officer of the BBC, a globally renowned public service broadcaster (yes, the BBC) committed to enriching people's lives through programs and services that inform, educate, and entertain. 

In our conversation, Charl dives deep into the art of nurturing brands for the long term, emphasizing the responsibility of brand custodians to preserve and grow what has been created. He shares insights on how marketers can think like farmers, cultivating assets that provide value over time rather than hunters seeking short-term gains. We also explore the importance of balancing risks and opportunities in marketing plans and uncover the secrets to gaining more buy-in within an organization.

One of the key takeaways from this episode is Charl's perspective on how brands can make people feel like they belong, turning the "others" into part of a community. We also discuss the evolving role of CMOs, the significance of maintaining authenticity in brand messaging, and how to remain relevant in a rapidly changing media landscape. If you're interested in long-term brand growth and making a meaningful impact, then this episode is for you!

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/9B9DrYcWnaU

          📚 Chapters:

• (00:00:00) - Intro 🎙️
• (00:03:11) - Charl’s favorite challenger brand 🥨
• (00:08:10) - The role of brand custodians 🌱
• (00:12:43) - Nurturing brand for the long term ⏳
• (00:29:43) - How to get more buy-in for brand ⚖️
• (00:34:00) - Making people feel like they belong 🤝
• (00:41:00) - Why the BBC is a challenger brand 👊
• (00:46:35) - Lightning Round ⚡

🖊️Mentioned in the show:

• Favorite challenger brand - Olly’s 
• Episode with Boxraw  
• Absolut Vodka

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Charl Bassil of the BBC in this episode.

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Find Charl on LinkedIn.

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024