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