The Archive Episode 011
You Waste 33% of Your Money in the Briefing
feat.Sebastian Wolf on BetterBriefs research, the five questions of a creative brief, thinking before templates, and rebriefing.
Creative Briefing · Briefing Process · Agency Collaboration
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11 conversations about the fundamentals behind lasting brand and business growth. A marketing and strategy podcast for founders and startups. Each episode is built around one evergreen idea and the expert who can explain why it matters.
Episode 010
Agency Value in the AI Era
feat.Paul Krauss on agency value in the AI era: concepts and production, client problems, user research and outcome-led work.
Creative Agencies · Agency Business Model · AI
Episode 009
Strategic B2B Marketing: Buyers, Brand and Product
feat.Manuela Kohlhas on strategic B2B marketing, buyer empathy, customer stories, brand trust and product marketing.
B2B Marketing · Product Marketing · Brand Strategy
Episode 008
How Small Brands Grow with Limited Marketing Budgets
feat.Peter Kiefer on applying brand-growth principles at small scale, choosing channels, building distinctiveness and measuring incremental value.
Small Brand Growth · Marketing Strategy · Brand Growth
Episode 007
Marketing as a Strategic Business Function
feat.Alexander Schulze on market orientation, customer understanding and how marketing can contribute beyond promotion.
Strategic Marketing · Market Orientation · Marketing Leadership
Episode 006
Simplicity in Marketing: The Five Lightbulbs Framework
feat.Billy Broas on core messages, customer belief, the Five Lightbulbs framework and marketing as argumentation.
Marketing Messaging · Copywriting · Five Lightbulbs
Episode 005
Brand Science: Laws, Levers and Hogwash
feat.Ethan Decker on marketing laws, levers and hogwash; light buyers, buying repertoires, mental shortcuts and salience.
Brand Science · Marketing Effectiveness · Buyer Behaviour
Episode 004
Processual Brand Thinking: A Brand Management Process
feat.Michael Reinicke on processual brand thinking, an annual brand process, the full marketing mix and incremental value.
Brand Management · Marketing Strategy · Marketing Mix
Episode 003
Community Marketing: Building Belonging Over Time
feat.Mirja Schwartz on the difference between audience and community, shared values, roles and regular participation.
Community Marketing · Community Strategy · Brand Building
Episode 002
Customer Excitement in Brand Experience
feat.Gordon Euchler and Maik Hoffman on measuring customer excitement, designing from the customer’s view and learning across categories.
Customer Experience · Customer Excitement · Brand Strategy
Episode 001
Business Storytelling: Real-Life Stories and Fiction
feat.Falk Ebert on real-life and fictional storytelling, interest-led content, brand narratives and channel basics.
Business Storytelling · Content Marketing · Brand Narrative
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