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Performance Branding: Building Brand Equity at Every Stage of the Funnel with Hayley Raymond of HelloFresh
Manage episode 274986499 series 1318952
We have an awesome interview lined up for you. Hayley Raymond, Associate Director of Brand Marketing at HelloFresh, joining us out of Brooklyn for today’s episode. HelloFresh has grown into the leader in the meal kit space, and as a direct to consumer company, they’ve built their portfolio of brands largely through performance marketing.
While branding and performance marketing have traditionally been somewhat at odds with one another, a big part of Hayley’s role is to break down silos and make sure HelloFresh is building brand equity at every stage of their marketing funnel.
In this episode, we talk through
- How to quantify the results of difficult to measure top of funnel efforts
- Why a “brand sandbox” has replaced the standard brand book at HelloFresh
- How to merge dynamic creative with continuity through your customer touchpoints
And plenty more.
A lot of times, branding and performance marketing are discussed as two completely separate schools of thought, but Hayley connects the dots of that right and left brain thinking in a really elegant and original way, that I think you’ll find very refreshing.
So without further adieu…
66 επεισόδια
Manage episode 274986499 series 1318952
We have an awesome interview lined up for you. Hayley Raymond, Associate Director of Brand Marketing at HelloFresh, joining us out of Brooklyn for today’s episode. HelloFresh has grown into the leader in the meal kit space, and as a direct to consumer company, they’ve built their portfolio of brands largely through performance marketing.
While branding and performance marketing have traditionally been somewhat at odds with one another, a big part of Hayley’s role is to break down silos and make sure HelloFresh is building brand equity at every stage of their marketing funnel.
In this episode, we talk through
- How to quantify the results of difficult to measure top of funnel efforts
- Why a “brand sandbox” has replaced the standard brand book at HelloFresh
- How to merge dynamic creative with continuity through your customer touchpoints
And plenty more.
A lot of times, branding and performance marketing are discussed as two completely separate schools of thought, but Hayley connects the dots of that right and left brain thinking in a really elegant and original way, that I think you’ll find very refreshing.
So without further adieu…
66 επεισόδια
ทุกตอน
×1 How Actually Listening to Customers Can Uncover Huge Opportunities, with Jägermeister's Chas Littlefield 30:59
1 Performance Branding: Building Brand Equity at Every Stage of the Funnel with Hayley Raymond of HelloFresh 42:51
1 Creating Change: Outmaneuvering the Titans of Industry, with Chloe’s Fruit CEO, Michael Sloan 36:12
1 How COVID-19 is Impacting the Wine and Spirits Industry, with Luke Lahman, Business Development Manager at E&J Gallo 29:35
1 Applying Big Brand Principles with Start-Up Scrappiness with Lucinda Wright of Cask & Kettle 39:24
1 Building a Household Brand Name From Scratch Featuring Jeremy Gregory of Montucky Cold Snacks 25:14
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