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Transcript

Business effects of brand marketing with John James

How to talk to the C-suite.

Show notes

Summary

  • John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics.

  • He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising."

  • John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions.

  • He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition.

  • John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms.

  • He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately.

  • His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth.

  • John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments.

  • He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth.

Let's talk branding
Let's talk branding
Discover the secrets of brand-building from world-renowned experts, and academics in marketing, branding & design together with your host Stef Hamerlinck. Let's talk branding is a no bs exploration of all things brand, known to cut through to the clutter and share unique perspectives.