Τα καλύτερα Hybrency podcast (2024)

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Sam Redfern - Canva's shift from digital attribution to world-class model - Part 3 29:08

3M ago29:08

29:08

Brain Hurt Scale = 6/10 - full episode featuring San Redfern from Canva who details how the company transitioned from a digital marketing attribution mindset into something far more world-leading and sophisticated. Where part 1 of the Digital Marketing Apocalypse series focused on the technical and legal changes that have occurred over time. And pa…

1
Daniel McCarthy & Brett Hollenbeck - Digital Marketing Apocalypse - Part 2 37:59

4M ago37:59

37:59

Brain Hurt Scale = 5/10. Following on from part 1, we explore a paper that studied thousands of online retailers between 2020 and 2022. The findings from this study have massive implications on the digital marketing industry, decision-makers, executives and investors. They analyzed 100's of billions of digital marketing expenditure and looked at ho…

1
Keaton Garnet - Digital Marketing Apocalypse - Part 1 45:06

4M ago45:06

45:06

Brain Hurt Scale = 8/10. Why is Apple all about privacy all of a sudden? Why is it so vogue for governments around the world to legislate user data protections? Take a trip back in time all the way through to the present to understand where it all started and where it's going. From the birth of Google Analytics, the cookie, UTMs through to Meta and…

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Mike Taylor - A crash course in AI - S5 Ep7 1:15:25

5M ago1:15:25

1:15:25

Brain Hurt Scale = 5/10. Want a crash course in AI without the sale pitch? Listen to people who have actually used it for years without the buzzword consulting BS getting in the way. Listen to this episode and get the perfect grounding in what you need to know. The terms you need to know. The history you need to understand in order to be confident …

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Mike Harris - The politics of growth #1 - Turnarounds, hugs and chugs - S5 Ep6 52:50

6M ago52:50

52:50

Brain Hurt Scale - 2/10 - The first of a world-wide mini-series exposing true life stories behind the number 1 impediment to workplace success - politics. Mike Harris is an accomplished former executive and consultant with deep personal skills in consulting, sales, marketing, operations and product. He gives us three examples from a storied career.…

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Brett Friedman - Applied creative strategy in an AI world - S5 Ep5 1:03:44

7M ago1:03:44

1:03:44

Brain Hurt Scale = 4/10. Why does ChatGPT provide me with terrible responses. Why does DALL-E give me an image that's terrible? Learning how to brief creatives is an art form. After all, their job is to create artwork so this probably shouldn't come as a surprise. But if you've never created something yourself, you'll be oblivious as to how it all …

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John James - brand first principles. Avoiding the brand scam - Repost from Cognism's podcast 38:07

8M ago38:07

38:07

Brain Hurt Scale = 6/10. Republished with permission of an interview John James did with Cognism's Jamie Skeels on The Loop podcast. The Brandingmag articles caused quite a stir and Jamie was keen to dig a little deeper into some of the issues it raised for practitioners. How do we target people to build brand and sales at the same time? Which chan…

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John James - Live SXSW Sydney 2023 interview - repost from Komo Technologies podcast 26:13

8M ago26:13

26:13

Brain Hurt Scale = 3/10. A live recording of that time I was invited by James Pember to speak at the inaugural SXSW Sydney 2023. Note: this is a repost with permission of an episode of the Own The Moment podcast by Komo Technologies. James interviews me on-stage in front of 70+people and I try to answer a series of questions completely impromptu. J…

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Dale W. Harrison - Exposing the hidden incentives behind B2B purchases. Understanding procurement and buying committee dynamics - S5 Ep2 1:28:53

9M ago1:28:53

1:28:53

Brain Hurt Scale = 5/10. No one in B2B buys based on value. Procurement and buying committees don't operate how you think they do. And why do 50%+ of B2B purchases end in a no-decision? If you want your career to be occupied with creating ads, rely on correlation, work status and manipulate company politics to get ahead. Nothing wrong with that, it…

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Colin Lewis - How to be an effective marketer. Executive director-level thinking - S5 Ep1 1:08:35

10M ago1:08:35

1:08:35

Brain Hurt Scale = 2/10. Racing car driver, Marketing Week columnist, retail media speaker and coach to marketing directors. Colin Lewis joins us for the first episode of 2024. While we were supposed to talk about retail media, this was one of those rare chances to tap into someone's mind that's experienced a depth and breadth of experience that's …

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Part 5.3 - Actually Thinking Different about Think Different - Apple's real growth factor revealed 46:05

11M ago46:05

46:05

Brain Hurt Factor = 4/10. The conclusion and penultimate episode of a 6 part series which explores brand campaigns. Questioning whether Apple's famous Think Different brand campaign was as successful as everyone thinks it is. This episode starts with a short recap of where we left off in 5.2. Then goes into revealing THE key growth factor behind Ap…

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Part 5.2 - Thinking Different about Think Different - What exactly did it do? - S4 E22 42:29

11M ago42:29

42:29

Brand hurt scale = 6/10. This is a direct follow on from the previous episode 5.1 which continues the story behind Apple's famous Think Different campaign. Here we go much deeper, analyzing the campaign's impact on Apple financially, both short and long term. Which is hard in audio form because a lot of the visuals are missing. But you'll learn way…

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Part 5.1 - Thinking Different about Think Different - S4 Ep21 35:07

12M ago35:07

35:07

Brand hurt scale = 2/10. The episode everyone has been waiting for is here. This is the story behind the famous Apple Think Different campaign. Touted as one of the best brand advertising campaigns in history. But is it? This is the first of three parts which explores the history of this campaign and analyzes whether it was as successful for the co…

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Part 4 - What does a brand campaign do? 8 pros and 8 cons - S4 Ep20 1:05:42

12M ago1:05:42

1:05:42

Brain hurt score = 3/10. If you've been listening to the series so far, you should know what a brand campaign is, where they came from and how advertising and branding works. So what does a brand campaign do? Or not do? In part 4 of the Brand Campaign mini-series we explore 8 legitimate reasons for a brand campaign and 8 red-flags you need to be aw…

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Part 2 - Where did brand campaigns came from? The history of advertising agencies, marketing & growth - S4 Ep16 47:12

1y ago47:12

47:12

Brain Hurt Scale = 2/10. Note - this is the audio version which is an extended yet similar and different version of the written article which includes diagrams and videos. If reading is your thing go here https://www.brandingmag.com/john-james/brand-campaigns-part-2-where-did-they-come-from/ - but this audio version is more story-like so it makes f…

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Gregory Kennedy - Confessions of two fractional CMOs - Trials, tribulations & opportunities - S4 Ep19 56:23

1y ago56:23

56:23

Brain Hurt Scale = 2/10. Learn all the hot topics, struggles and opportunities in the current environment from the perspective of two fractional CMO's. After shooting the breeze about coffee (Skip to 4mins in to miss the coffee talk intro) Gregory Kennedy and John sit down to talk about what they're both seeing on the ground right now. With signifi…

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Part 3.2 - How does advertising & branding? (2 of 2) - S4 Ep18 41:43

1y ago41:43

41:43

Brain hurt scale = 6/10. This is the second half of the former episode which will complete the audio version of Part 3's article. In the former episode we covered in detail the first determinant of effective advertising - reach. In this one, we explain what is 'brand' and how 'branding' actually works or doesn't work. Then we explore the third fact…

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Part 3.1 - How does advertising & branding work? (1 of 2) - S4 Ep17 35:11

1y ago35:11

35:11

Brain hurt scale = 7/10. Isn't it funny how we all think we know how advertising works, but very few of us know about the scientific side. Even fewer have married up science with the practical considerations of what it's like in an applied work setting. Until now! After learning about what brand campaigns are in part 1 and understanding the etymolo…

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Part 1 - What is a brand campaign? (Audio Version) - S4 Ep15 18:25

1y ago18:25

18:25

Brain Hurt Scale = 4/10. Here's a quick synopsis of the first part of six. An article series that tries to answer a very basic question. What is a brand campaign? Go to https://www.brandingmag.com/john-james/brand-campaigns-part-1-what-exactly-are-they/ to read the full article which includes a lot of useful diagrams, videos, links and extended exp…

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Raj Nathan - Pitching the power of music - Sonic branding, events and can't sleep content - S4 Ep14 53:56

1y ago53:56

53:56

We'll spend thousands of dollars a month on ads yet routinely underinvest in the quality of the creative. Even the biggest agencies do it. They cheapen out on the quality of the audio track. But great music can make or break a movie or TV series. It can also be the difference between advertising and promotions that your audience either remembers or…

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Anthony Garone - Exposing the murky world of Ghostwriting - S4 Ep13 56:57

1y ago56:57

56:57

You know all those famous authors and people on social media with posts that are wildly successful? You may be surprised to learn, it's probably not them. Most don't even manage their own accounts. But, who's work then are we really reading? Who's DM's are we really slipping into? Today we're going to delve into the murky world of ghostwriting. And…

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Matt Watkinson - Mastering your potential in an uncertain world - S4 Ep12 1:04:41

1y ago1:04:41

1:04:41

Brain Hurt = 6/10. Do you want your effort to translate into maximum reward without change getting in the way? If so, embracing inherent uncertainty in the world is arguably the best way to go about it. Matt Watkinson published his third book this year which explores the concept of probabilistic thinking, systems, determinism and more. We don't rea…

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John James & Meqa Smith - Culture, brand, internal marketing and core strategy - S4 Ep11 36:44

1y ago36:44

36:44

Brain Hurt Level = 2/10. "Great interview...I've often thought someone needed to interview you, put all of that red-pill business and marketing chat into one cohesive conversation. Your definition of marketing should actually be a front-slide of every conversation I have now." Note: This episode best serves the interests of executives, founders, ow…

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Shay Howe - Chasing growth in the AI era - Confessions of a tech CMO - S4 Ep10 1:10:10

1y ago1:10:10

1:10:10

Brain Hurt level = 5/10. Note: this episode is best for those interested in marketing or growth within the SaaS tech sector. Especially if you work in marketing, growth or as a senior marketing leader or founder. And even more so if that's B2B or Martech. But... With that said, it's rare to find someone who has worked in design, engineering develop…

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Baiba Matisone - Strategists in advertising - How agencies and clients can work better together - S4 Ep9 1:06:48

1+ y ago1:06:48

1:06:48

Baiba’s career is varied to say the least. Starting with a bachelor of visual arts at university where she was dissuaded from pursuing a career in this field, to later attempts at breaking the small glass ceiling of male advertising strategists in her native Latvia. After some account management experience at both Ogilvy and Grey group she landed a…

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Jon Evans - Marketing on a shoestring budget. Turning $440 into $940 000 - S4 Ep8 18:27

1+ y ago18:27

18:27

A recent article, some skeptical Twitterati and a belated Champagne film scene prompted the two Johns to join forces once again. In this episode, we put some of the doubters at bay. So if Jon Evan's recent Marketing Week article took your fancy, or you don't believe it, then you can hear the extended story of exactly how it all went down right here…

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Eden Bidani - Messaging Strategy - The forgotten jigsaw piece of product market fit, PLG and growth - S4 Ep7 1:01:56

1+ y ago1:01:56

1:01:56

Have you ever found it difficult to brief and agency, a copywriter or a designer and get back the words you were expecting? This is really hard when you don't have a messaging strategy which sits at the top of your workflow. Working alongside your brand voice and tone, your positioning, brand story and strategic narrative. It's the missing piece th…

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Mike Rizzo - Marketing Operations Strategy - ignore at your entire function's own cost - S4 Ep6 49:49

1+ y ago49:49

49:49

Brain Hurt Scale = 2/10 There's a famous quote by Kleiner Perkins' OG John Doer, "Ideas are easy. Execution is everything. It takes a team to win". If you've ever been responsible for bottom line results, you'll agree and nod because you know this quote to be true. Unfortunately, mastering the craft of execution is not politically advantageous. Ins…

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Ethan Decker - Busting brand myths. Separating fact from fiction and politics from science - S4 Ep5 1:31:42

1+ y ago1:31:42

1:31:42

What is a brand? How do they work? How do you separate the marketing fluff from fact? If you want to build commercial value from marketing investments this is a mandatory listen. Listen to Dr Ethan Decker. A former ecologist who is now an applied brand science professional based in Boulder, Colorado. Nothing more needs to be said. Skip to the 5-min…

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Mike Taylor - Is copying success a good strategy? Or should you be wary of survivorship bias? A debate - S3 Ep4 59:43

1+ y ago59:43

59:43

Brain Hurt Scale = 9/10. Seen that survivorship bias image floating around on LinkedIn or Twitter? You know, the one with the plane schematic with red dots showing the points where planes in world war 2 got shot. Followed by some sage remark by someone who goes on to say something about not falling victim to survivorship bias? Well, blindly believi…

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Brent Annells - Partnership and distribution strategy for services & SaaS - Step-change growth vs failure - S3 Ep26 48:24

1+ y ago48:24

48:24

In practice, Brent says over 95% of all partnerships fail. But why? And what can we do to increase the odds of success? Brent Annells is a wealth of deep knowledge in the practicalities of partnerships but also much more, courtesy of his storied career. Starting his career in PR, grounding in core messaging and positioning strategy, it wasn't long …

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Why you don't need a lot of Martech to get the job done - Core Strategy vs Tech Tools - John James 44:54

1+ y ago44:54

44:54

Republished with permission from Juan Mendoza, host of the Making Sense of Martech podcast. "In this episode I’m joined by John James. John is the host of the Champagne Strategy podcast, marketing, and technology consultant, and startup entrepreneur. John started working for global ad agencies then went client side, to government (B2G), B2B, B2C. W…

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Andres Glusman - Testing, experimentation and competitive intelligence to craft products that sell - S4 Ep3 1:33:55

1+ y ago1:33:55

1:33:55

Brain hurt scale = 3/10. Andres Glusman was experimenting and validating products before the lean startup term was coined. It started in college selling peanuts at baseball games. Progressed to testing ads for the world's first digital agency. He was split testing Winnie the Pooh banner ads manually before ad software existed. Which led to his form…

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Bryan Williams - Building partnership ecosystems and communities that drive growth - S4 Ep2 1:16:17

1+ y ago1:16:17

1:16:17

Brain-hurt Scale = 5/10. Some marketers believe Apple’s success stems from a series of emotional brand ads. Yet they ignore product strategy, distribution and ecosystems - which I would argue, is the true source of their market power. Some marketers might know what distribution and the power of physical availability is. They may drop the term in co…

1
Per Davidsson - Empirical entrepreneurship and the pursuit of growth vs profit - S4 Ep1 1:07:47

1+ y ago1:07:47

1:07:47

Brain-hurt scale = 4/10. "Don't worry about profit. Just get me more growth. We can always worry about monetization and margins later." This type of statement is quite dominant within Silicon Valley culture and within modern entrepreneurship. But just how valid is this advice? Luckily, Per Davidsson, Professor of Entrepreneurship at Queensland Univ…

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Elisa Choy - How to predict the results of elections before they happen - A US mid-terms example - S3 Ep31 16:07

2y ago16:07

16:07

This is a follow up to a former talk we had with Elisa Choy about market research and predictive AI. We heard she was gearing up to predict the results of the US midterms. This was something I followed closely this time around. Following Elisa's posts and predictions as they manifested leading up to election day. Here's the story of how she again, …

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Adam Posner - Does loyalty exist? Crafting world-class loyalty programs which provide commercial benefit - S3 Ep30 49:44

2y ago49:44

49:44

"You're wrong - Byron Sharp says loyalty doesn't exist." said a person on Twitter recently. This statement then started a string of comments as people started to argue who was right. I found this entire argument strange, because obviously that person has not read the book from the author he was referring to. One of my first jobs was to research all…

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Flavia Barbat - Nuclear content strategy. Branding, publishing and the future of content - S3 Ep29 59:57

2y ago59:57

59:57

Have you noticed over the past year or so, all social media content is regressing to the mean of bland, sameness? Content which appears useful at face value but isn't. Feeds and blogs full of posts that all look and sound like each other. Most are wildly popular. But when you dig beneath the surface you'll find them as unhelpful as they are helpful…

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Juan Mendoza - Growing a newsletter from scratch - The Martech Weekly story & applied content strategy - S3 Ep28 1:10:32

2y ago1:10:32

1:10:32

A simple idea during 2020s lockdown has now led to Juan being invited on stages around the world, working with Scott Brinker, SVP from Hubspot and consulting opportunities galore. But it all started by creating by creating a simple blog and newsletter. A newsletter which is now one of the most trusted in the world on Martech. And for the first time…

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Jon Evans - A big and small brand CMO - critical differences and learnings that make for superior marketing - S3 Ep27 1:24:09

2y ago1:24:09

1:24:09

Brain hurt scale = 4/10. We've all heard examples of a big brand CMO starting their own business or going to work for a smaller company and it usually ends in tears. Exposed naked, without the halo effect of a big brand, including operational processes and agency support, it can be a confronting, reality-check experience at best. And a complete dis…

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Mike Taylor - Marketing Measurement Systems in Practice - An all-purpose guide & overview S3 Ep25 (part 6 of 6) 1:18:26

2y ago1:18:26

1:18:26

Brain hurt scale 7/10. Mike Talor helps us put the last 5 episodes on Marketing Measurement into practical context. Having started a growth agency many years ago and still an active practitioner in the field, there was perhaps no one more appropriate to talk to about this topic. We've spoke to Elisa Choy about sentiment tracking, Jonathan Rolley ab…

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Jon Rolley - Advertising Media Measurement - How politics creates unwise choices - S3 Ep24 (part 5 of 6) 36:22

2y ago36:22

36:22

Brain hurt scale 4/10. Jonathan Rolley is an agency owner who specializes in buying media and executing campaigns for brands who actually want a measured response. Sounds crazy I know. But instead of optimizing for vanity metrics like impressions, reach, brand awareness, brand consideration, brand preference and even salience. He's more concerned a…

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Elisa Choy - Predict future behavior - Sentiment tracking & modern market research at scale - S3 Ep23 (part 4 of 6) 1:08:11

2y ago1:08:11

1:08:11

Brain hurt scale 6/10. Did you know? Elisa and her firm predicted the results of the last Australian federal election weeks before it happened? And this wasn't an isolated incident. Contrary to popular perception, predicting future market behavior is possible. So why don't more organizations do it? This question and many more about the mysterious n…

1
Edgar Baum - Brand Tracking - How to make wise choices - S3 Ep22 (part 3 of 6) 35:10

2y ago35:10

35:10

Brain-hurt scale 9/10 - Brand tracking. You just track awareness and some other association or brand dimensions over time and if they all increase relative to your competitors, your brand wins, right? The famous brand tracking companies that all famous agencies use are all highly reputable, use robust measurement methodologies and wouldn't lie to o…

1
Michael Kaminsky - Modern Marketing Mix Modelling - How to make wise choices - S3 Ep21 (part 2 of 6) 22:25

2y ago22:25

22:25

Brain-hurt scale 10/10 - Marketing Mix Modelling or MMM for short is, to paraphrase Zoolander, 'So Hot Right Now'. It seems every day I see another firm pop up with an AI, ML-powered MMM product that claims to be the silver bullet that will fix our iOS14-induced digital attribution void and transport us back to measurement nirvana. But, as you'll f…

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Koen Pauwels - Econometric models & theory vs humans & practice. Mastering measurement and context for marketing success - S3 Ep20 (part 1 of 6) 1:07:28

2y ago1:07:28

1:07:28

Brain-hurt scale = 9/10. Every day, we hear about new studies in the field of marketing and growth. Industry whitepapers. Academic theories. This law. That law. An industry group finds TV is better than Facebook. The next week, another group finds the exact opposite. Byron vs Binet. Galloway vs Gary V. This study vs that study. It's exhausting, now…

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Karen Nelson-Field - Putting PHD's into Practice - Categories and Entrepreneurship - S3 Ep19 45:09

2y ago45:09

45:09

Brain-hurt scale = 6/10. If you work in the world of advertising or media, especially in Australia or the UK, I'd be surprised if you haven't heard of Karen Nelson Field. Fresh from an escapade sipping rose and snacking on caviar on the French Riviera, we’re actually not talking to her about attention & advertising measurement. Sorry to disappoint.…

1
Patrick Campbell - From no marketing knowledge and $0 to a $200m exit - The Profitwell growth story - S3 Ep18 48:46

2y ago48:46

48:46

Brain-hurt scale = 7/10. Patrick Campbell's story is fascinating. From rural Wisconsin to the NSA and then bootstrapping a tech company to a recent $200m sale. Sounds crazy until you learn how his mind works and the sharp business intellect that's feeding success. In a world of social media influencers and industry commentator journalists, we can e…

1
Benjamin Dennehy - A crash course in sales - the lost art of prospecting - S3 Ep17 59:48

2y ago59:48

59:48

Brain-hurt scale = 5/10. When was the last time you saw a startup's GTM strategy include sales prospecting cold calls? Pretty much never. Most early-stage startups and shy businesses skip this crucial step. Instead preferencing an introverted, passive, direct response style approach. Which includes ads on digital channels targeting in-market buyers…

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John James - Marketing for revenue vs cake decoration comms - Tim Beanland interviews via the Experts Blueprint podcast - S3 Ep16 39:50

2+ y ago39:50

39:50

Brain-hurt scale = 5/10. The microphone is reversed John sprawled on a green sofa, which burns your retinas. They talk and Tim extracts Viral cat videos on TikTok. Cake decoration. Channel envy. Visual bias. The principal agent problem and agency relationships. Marketing vs growth vs sales. Content strategies that work. Measurement and metrics. Str…

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