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The Brand Burger Podcast episodes
- Ep. 15 | Brand Awareness Actually Means Something | Awareness, Salience & Mental Availability | The Business Case for Awareness | Demand Creation & Demand Generation | Why Demand Gen Fails
There's been a lot of claims about "brand awareness" lately that are incorrect.
In this episode I go deep on:
• What awareness actually is
• Aided vs. unaided
• Awareness, salience & mental availability
• Awareness & demand creation
& more.
Connect with me: https://www.linkedin.com/in/braeden-matson/
30 min - Ep. 14 | John James | WTF Is Brand, Why Does It Matter and How Do We Measure It | Become Your CFO’s Best Friend | 95:5 Rule, CEPs, ROI vs. Financial Payback, Segmentation & Targeting
In this episode, I speak to John James, founder, consultant, speaker & marketing leader.
We cover a lot of very useful ground:
- What a Brand is & fundamental terminology
- How to put strategy in place based on ARR and the importance of focus
- The 95:5 rule
- ROI vs. Financial payback
- Why CEP & audience research is absolutely critical to success
- How CEPs and Segmentation are the same thing if done right
- Why you should target
Connect with John:
LinkedIn
Connect with me:
LinkedIn
42 min - Ep. 13 | How to Use Category Entry Points (CEPs) to Grow Mental Market Share | How Mental Availability Works and Why It Matters | How Advertising Works | How to Use CEPs When You’re a Small Brand
In this episode, I go deep and practical on:
- What mental availability is
- What mental market share is, how to measure it and why it matters
- What is a CEP?
- What is cued retrieval?
- How to find and prioritize CEPs
- How to use CEPs in advertising
- How advertising works
- How to budget for advertising
Connect: https://www.linkedin.com/in/braeden-matson/
Website: https://www.storybookmarketing.io/
33 min - Ep. 12 | Brand Vs. Performance Isn't a Thing | How to Deploy Brand Marketing AND Direct Response Together | Why "Performance Marketing" Is the Dumbest Term Since Marketing | Financial Case for Brand
Brand "vs" performance is the dumbest thing ever and needs to stop immediately. It has never been an either or, and they are not competing, antithetical forces.
They aren't Cain and Abel.
They are the same coin, deployed at the same time, in different proportions depending on where a business is at.
They work together to produce greater business effects and profitability than doing just one.
They are conceptually different and differently measured, and in fact work on different parts of the brain.
But they are together not only financially justifiable, but financially responsible.
Let's end the either or, it serves no one and creates confusion. If you're having trouble pitching the financial case to leadership, DM me and I may be able to help.
Connect:
- https://www.linkedin.com/in/braeden-matson/
- https://www.storybookmarketing.io/
26 min - Ep. 11 | How to F*ck It Up by Applying How Brands Grow Wrong | Why CEPs and Segmentation, Targeting & Positioning Can Achieve the Same Thing | Big Brands Are Not Small Brands | Ritson vs. Sharp
It's possible to misapply the tenets of How Brands Grow, and CEPs vs. STP (segmentation, targeting & positioning) is not a versus after all.
Connect: https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
23 min - Ep. 10 | Back to School: What Marketing ACTUALLY Is | What Marketing Does | How to Measure Marketing | Clearing Up The Issue with ROI Once and For All | Essential Learning for Newcomers to Marketing
This episode covers foundational things I didn't know for much of my career. By the end, you'll be ahead of most marketers; I guarantee it.
Expect to hear:
- What Marketing Is
- What Marketing Does
- Why Marketing Does It
- How Marketing is Measured
+ a final (what really should be) nail in the coffin on the ROI conversation.
Connect:
- https://www.linkedin.com/in/braeden-matson/
- https://www.storybookmarketing.io/
Come be a guest! DM me on LI.
38 min - Ep. 9 | How to Make Outbound Sales Work Better from a Marketing Perspective | The Pitfalls of Siloed GTM | How Marketing Strategy Works with Sales
Outbound sales should be part of a unified strategy that includes marketing.
In this episode, we cover:
- How outbound usually works
- How outbound is part of targeting
- How segmentation should happen in the real world and marketing/sales alignment
- +more
Be my guest on the pod!
Connect: https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
20 min - Ep. 8 | The Straight Dope On Digital/Performance Marketing Agencies | Red Flags And Green Flags | What To Look For When Hiring A Marketing Agency
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
I've been in a lot of agencies, and most suck.
In this episode, I give you an inside, "how the sausage is made" perspective on digital/performance marketing agencies.
Expect to hear:
- How an agency works
- Why agencies fail to deliver
- Does size matter?
- Red flags
- Green flags
45 min - Ep. 7 | Creating Demand With Price?! | What Market Demand Is | Necessary Vs. Sufficient In The Context Of Price & Demand | Price Elasticity
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
There is a secret way to do demand gen that no one is talking about: lower your prices.
I'm kind of serious, in that 𝗶𝗳 the parameters by which you define market demand include "what consumers in a market are willing to pay for a specific good in a specific market", then yes, you can create demand by lowering prices.
However, the problem here is that if I don't want or need something, lowering the prices will not influence my purchase behaviour.
For example, I'd like a new TV, but my current one is fine and I don't use it that much anyway. Now, Best Buy could lower their prices enough that I'd be a fool not to buy one, but in this case, the lower price 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝗱 demand that was already there in my own head.
Best Buy could lower their prices on KitchenAid mixers to $10, and I still wouldn't buy one.
So, it seems to follow that lower pricing is neither a necessary 𝗻𝗼𝗿 sufficient condition for creating demand, but rather that it "can", technically speaking.
This totally changes if you remove the price from a standard definition of market demand, but I'm not suggesting we do that.
It's just interesting, to me at least. Also, it's kind of silly anyway because lowering your prices is almost always an absolutely terrible idea. There are exceptions every rule (see: pricing elasticity, among other things).
16 min - Ep. 6 | Everything Market Segmentation | Pitfalls & What NOT to Do
Mmmmmmmm, pie. Pie slices. More specifically, segmentation. What is it?
Expect to hear the main places where brands go wrong here and how to avoid these mistakes. We also touch on the criticism of segmentation as a practice.
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
21 min
About The Brand Burger Podcast
From the publisher's feed
We go deep with marketers and founders on business and marketing advice that drives commercial outcomes.
Your host is Braeden Matson.
LinkedIn: https://www.linkedin.com/in/braeden-matson/