SMART MARKETING
  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact

MEDIA


Picture


​This is me presenting at ThinkTV's Media, Marketing and Effectiveness annual event in Vancouver in November 2024. It's an overview of the key principles of effective media planning.

Picture


​This (50 min) audio podcast, hosted by Glenn Schmelzle, covers several of the concepts in The Smart Marketing Book, particularly the power of storytelling.

Picture



​It was a pleasure talking to Tom Elmer's Marketing students at the start of term (September 2024). My (50 min) talk explored some of the most important concepts related to brand marketing, with the help of 15 illustrations.

Picture





​One of my favourite podcasts featuring Marc Binkley and Vassilis K. Douros. 

Picture




​My third and final appearance on Douglas Burdett's awesome podcast. 

Picture


​A fun discussion covering topics including:
- STP (Segmentation, targeting, and Positioning) is a widely used marketing framework. What are the pitfalls of using this framework?
- 
Does 'brand love' exist or matter for brand growth?
- 
Which is more important: 'Distinctiveness' or 'Differentiation'?
- 
What is the value of pre-testing?
- 
What are the key challenges facing CMOs, and how can research help?

Picture


​In this Analytics Power Hour podcast, I do my best to bring some key data visualisation concepts to life without the help of visuals. As the hosts put it: 'From triangles, to rolling snowballs, to trees, to Venn diagrams, to the conjoined triangles of success, this episode paints a pretty clear picture of the power of the quick sketch!'

Picture
This video podcast was great fun to record. Topics are wide ranging but the focus is on the power of storytelling and visualization and on ways to lead a more fulfiling life. Here are some of the ideas we discuss::
- Visual marketing is a powerful tool for simplifying complex concepts and grabbing attention quickly.
- While AI can optimize advertising, originality and exceptional content still requires human talent (for now).
- Efficiency and perfection can hinder creativity, and imperfection can add a unique touch to art and marketing.
- Finding work-life balance and pursuing passions are important for personal growth. Following your passion can lead to a sense of fulfilment, even if it may not always be the most financially rewarding path.
- Success is subjective and can be defined as being at peace with oneself, contributing to the happiness and success of others, and doing more good than harm in life.
- Love, in its various forms, plays a crucial role in finding happiness.
- Haking a positive impact on others, even in small ways, is highly rewarding.

Picture


​This is my second appearance on Glenn Schmelzle's "The Funnel Reboot'. Glenn is a gracious and talented host. We talked about the content of The Smart Branding Book. Click here for more details.

Picture




I was delighted to be asked to be a guest on The Global Discussion, hosted by Simon Hodgkins. Simon asked me about my background, my approach to communicating marketing concepts through words and visuals and about the services I offer.

Picture


​In this 40-minute episode of The Virtual CPA success show, Jody Grunden and Joey Kinney interview Dan White about The Soft Skills Book.

Topics discussed include:
- The importance of a growth mindset
- The role of the leader in setting the vision and rallying the team
- The importance of active listening, paying attention, and probing to understand motivations to build rapport

Picture
​A 75-minute podcast with Dan White for The Marketing Book podcast, hosted by Douglas Burdett. Douglas quizzes Dan about The Smart Branding Book (and jokes around a lot).

Topics covered include:
- 12:45 Product superiority is hard to sustain compared to brand building
- 14.10 Definition of 'brand' and ways to grow your brand
- 19:00 Mental Availability
- 21:15 Who is responsible for branding?
- 25:00 The Brand Pinata
​- 32:35 Traditional segmentation vs usage contexts
- 35:20 Growth then profit Vs profit then growth
- 38:35 Purpose-led branding
- 42:18 Distinctive Brand Assets
- 48:14 How brands die
- 50:30 Role of creativity in enhancing memorability (including why you should avoid tigers on the subway)
- 56:00 Combining brand building and sales activation
​- 1:01:30 The best brand KPIs

​June 2023.

Picture



​A light-hearted webinar about using social media to promote your business book.

Picture
 ​In this podcast I talk about:
- Me and my books
- The roles of marketing, branding and sales (06:00)
- Definition of a consumer insight and how to uncover one (09:51)
​- How market research can be used to guide different business decisions (11:28)
- Why Henry Ford didn't know how to leverage market research (18:48)
- Consumer centricity and research methods that can help you achieve it (20:20)
- Advertising development (24:15)
- Snickers example (26:30)
- The value and power of distinctive brand assets (30:00)
- The challenge of measuring brand strength (31:53)
- Defining category entry points (38.15)
- Brand KPIs (40:20)
​- Mental Market Share and Category Entry Points (45:36)
- Dove case example (54:12)
- The future - leveraging AI (1:00:35)

Picture
In this podcast, the host, Ben Walker suggests some very sensible-sounding marketing strategies and I tell him why they are all mis-guided. We had a lot of fun recording this.

​2:30 Keep your brand fresh and dynamic. Sounds good, but be careful.
5:24 Focus on loyalty among your existing customer base. Hmm, bad idea.
7.54 Maximise the ROI from your advertising. OK - in which case spend almost nothing and get nowhere!
11.51 Spend on advertising that shows a clear sales response. The trouble is, long-term effects are hard to quantify quickly yet are bigger than short-term effects.
16:15 Avoid innovations that cannibalise your most profitable products. If you don't, your competitors will (Kodak vs Canon/Nikon; Blockbusters vs Netflix).

24:41 Build brand sales early on and focus on profitability once you're established. This strategy almost never works.
30.34 Have consistent global brand advertising. This can work - but realistically you will need to adapt your campaign a lot to make it work across multiple territories.

Picture





Here's the transcript of an interview I did with Authority Magazine.

Feel free to scroll down to the fifth question in order to skip the preamble about me. The 5 strategies for building a profitable and resilient brand summarise a lot of the ideas in The Smart Branding Book.

Picture



​My bit starts at 28:45

​28:45 My background, career, inspiration
41:20 Discussion about long vs short-term effects of advertising
46:14 The two most important measures of brand strength
53:07 Why 'emotionally-driven brand loyalty' is a misleading concept


Picture
In this webinar, I discuss a wide range of topics with the host, Kristian Simonsen from Accutics:

05:22 Towards a Unified Marketing Growth Model
13:03 The Impact of Creativity on Advertising Effectiveness
23:24 Multi-country Advertising Challenges
49:19 Data needed to choose which channels and creative to use again

Picture
​If you want to understand why I am passionate about visual metaphors and the importance of continuous learning/improvement - this episode of the 'Funnel Reboot' podcast is well worth listening to. It's very 'me'!!

I talk with host Glen Schmelzle about the origins of 'The Smart Marketing Book', how visuals can communicate in a way that words can't, and several other topics close to my heart. Click here for more detail about what we talked about.

Picture
In this episode of Sleeping Barber podcast, Dan talks with hosts Marc and Vassilis about a range of topics from The Soft Skills Book, to help listeners design a career in marketing.

You can access the podcast here: Apple, Spotify, Google, Amazon.


00:45 Introductions.
03:45 How did this idea come about?
05:11 How did we get to where we are today?
12:50 How to choose your career. 
15:30 Have you ever made a decision based on money?
21:24 What are the soft skills that have helped you the most?
32:43 The principles of good visual design.
35:00 The sales funnel
39:25 What information should marketers spend time becoming more familiar with?
57:00 Learning and development, how much is this on you or the company's responsibility?
1:04:30 What has been your motivator to seek more?
1:08:40 One piece of advice to your younger self.

Picture
In this episode of The Business of Story, host Park Howell and guest Dan White discuss the benefits of using visual metaphors when telling business or brand stories.

5.16 Why visual metaphors are important
9.10 How working memory operates
14.11 The importance of memorability in marketing
20.15 What is a visual metaphor? 
24.23 Tropicana Packaging case example
33.11 My career, books and the importance of soft skills
35.20 About The Soft Skills Book (and 'double A side' records and a poor rendition of "Last Christmas')

Picture
This 50-minute podcast, hosted by Steve Pockross, covered a wide range of topics from 'The Smart Marketing Book'.  A summary of the content can be found here.

7.50 The goal of writing The Smart Marketing book
10.42 Definition of marketing
13.57 How to apply the Ansoff Growth Matrix
21.10 The 4, 5, 6, 7 Ps of Marketing
23.15 The Marketing Mix Eye
28.00 Brand Strategy and the impact of customer experience
30.57 Editing the Smart Marketing Book
35.55 Content Marketing
40.36 When is it time to change brand strategy?
45.32 Compare the Market case study

Picture
In this 25-minute video podcast, Danny O'Donnovan from Quickminutes.com and I discuss why brands are like stalactites (6.32) and how to ensure effective business meetings (13.52).

​December 2021.

Picture
This 15-minute video, taken from a webinar for NetworkMyClub.co.uk, provides a brief introduction to some of the key concepts related to successful brand marketing.

Topic include:
- What is a brand?
- Deciding what your brand should be
- The marketing mix
- Choosing media

November 2021.

Picture
47 minutes of me and James Farmer, Head of Brand and Marketing Communications at the CIM, talking with Ben Walker about why soft skills are important and why they are often neglected.

1.22 What are soft skills and background to The Soft Skills Book
3.51 The soft skills marketers need most
10.27 Impact of Covid-19 on soft skills development
16.24 Importance of soft skills when applying for/recruiting for a job
23.12 Can soft skills be learnt/taught?
26.30 Tips on networking skills
28.56 Why don't companies invest in soft skills?
31.53 The value of presentation skills
33.03 Developing soft skills in a 'hybrid' world
40.36 Decision-making and problem-solving skills
43.00 The benefit of frameworks to soft skills development

November 2021.

Picture
I am a regular contributor to CEOWorld Magazine.

​All my articles can be found on my author page.

Picture
This 45-minute episode of Tim Sismey's podcast 'Do Yourself a Favour' explores several topics covered in The Soft Skills Book. It also touches on knife sharpeners, cricket and data visualisation.

Podbean link
​

August 2021

Picture
This 75-minute episode of LID radio explores several topics covered in The Soft Skills Book. 

Google link
Apple link
Spotify link 

July 2021


Picture
In this 40-minute podcast for The Irish Times, Dave Winterlich and Dan White discuss the opportunity for CMOs to take the lead as the world starts to recover from the Covid-19 pandemic and organisations aim for significant growth.

Episode 48 of Inside Marketing podcast:
Soundcloud: http://bit.ly/361wjG2
Apple: https://apple.co/2RUMK18
Spotify: https://spoti.fi/2S0NJwN
Google: https://bit.ly/3t0OGVS
July 2021

Picture
This 60-minute video introduces 'The Soft SKills Book' and shows, explains and discusses 10 frameworks from the book:
​9.01 Introduction to 'The Soft Skills Book'

13.08 Dealing with different personality types
20.00 Connecting with people from different cultures
26.22 Building a great team
35.11 Delegating effectively
40.35 Running an effective meeting
49.45 Communication and influence planning
55.18 Developing your story

July 2021.

In this 50 minute video, Dan talks through a series of frameworks related to branding with Stef Hammerlinck, host of the "Let's Talk Branding' podcast. Topics include:
​2.22 Brand associations in the brain
9.50 Defining a brand - The Brand Pinata
19.25 Choosing media channels
25.30 Brand development and activation
29.26 Generating communications ideas
38.32 Well-branded creative
48.25 The value of creativity in holding attention
May 2021.

Picture
A one-hour podcast in which Ty Hayes quizzes Dan White, author of The Smart Marketing Book, about various frameworks from the book. The YouTube version shows the frameworks being discussed. Topics include:
06:33 Role of M.R.
13:45 Brand Research
17:00 Business KPIs, budget setting & strategy
33:30 The Brand Pinata
37:56 The Boston Matrix
42:39 Burst vs Drip
45:18 Innovation
May 2021.

Picture

​A one-hour podcast in which Marc Binkley quizzes Dan White, author of The Smart Marketing Book, about several frameworks from the book related to media planning and creative development.

April 2021.

Picture
A 30-minute podcast featuring Gemma Butler, Marketing Director at the Chartered Institute of Marketing and Dan White, author of The Smart Marketing Book. The conversation covers how to identify what the customer wants through testing and exploration, why tensions between CMO and CFO can undermine customer centricity and the pitfalls of uncritically relying on data to shape marketing strategy.

April 2021.

Picture


​A one-hour video of Dan White, author of The Smart Marketing Book, talking about 10 of his favourite frameworks from the book and how marketers can use them.

March 2021.

Picture



​A one-hour interview with Dan White for The Marketing Book podcast, hosted by Douglas Burdett. Douglas quizzes Dan about many of the book's frameworks and how they help marketers.

​January 2021.

Picture


A 23-minute interview with Dan White for The Ambition Podcast from The Association of Master of Business Administration. The podcast explores why marketing spend is often reduced in times of economic uncertainty, how this may work in the short term but can be damaging to both brand and business in the long term. Dan gives us a masterclass in marketing and brand building, with some tips on how to pivot for success in times of change.

March 2021.

Picture


A 3-minute simulated browse of The Smart Marketing Book explaining who it's for, summarising what it contains and showing some example pages.

November 2020.
Powered by Create your own unique website with customizable templates.
  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact