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's fine. Go for it. You will do well. But if you actually want to affect revenue and profit, this is an episode you can't miss. Dale and John reveal some of the dirty secrets that lie hidden deep within the industry. Use this rare information to ..read more

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 exceedingly rare. Colin's worked in multiple countries. Reinvented his specialty many times over. Put his money where his mouth is with his own businesses and worked for others to pay the bills. Big and small brands. For decades. Colin oozes stoic wi ..read more

Brain Hurt = 3/10. What happens when 4 very experienced advertising and marketing strategy strategists are secretly recorded on a group call? Well, this is the result. 4 insiders put their money where their mouth is to give you a raw expression of what's going on similar to the All-In Podcast. All the behind-the-scenes discussions that don't get talked about. From learning what an executive producer does to the checkered history of the AIDA model, through to where babies comes from, this recording has a bit of everything for everyone. Listen to Baiba, Uri, Paul and John talk strategy. or not ..read more

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 Apple's explosive growth. Before discussing the genesis story behind this entire brand campaign. A story which was difficult to discover. Full of snippets of quotes from Steve himself, YouTube videos, experts in the field and other podcasts. By the end ..read more

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 ways you can properly assess any brand campaign and call out brand marketers who think they've delivered value, but haven't. Four expert opinions and three reputable studies are cited which you can use to support your argument either way. So was Think D ..read more

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 company as everyone makes out. Deeper analysis will follow in 5.2 before we explore the genesis story and implications from those findings in 5.3. For more details and helpful visuals, go to the Brandingmag website to access the full article. But for n ..read more

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 company as everyone makes out. Deeper analysis will follow in 5.2 before we explore the genesis story and implications from those findings in 5.3. For more details and helpful visuals, go to the Brandingmag website to access the full article. But for n ..read more

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 aware of. By the end of this episode you'll have a very robust filter through which to make an informed decision if you're considering buying into the idea of a brand campaign or rejecting it. 16 for and against reasons are given that include quotes, p ..read more

Brain hurt score = 3/10. Now. If you've been listening...you should know what a brand campaign is, where they came from, and how both 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 aware about. This episode should give you a really robust filter through which to make an informed decision if you're considering buying into the idea of a brand campaign. 16 for and against reasons are given that include quotes, practical explanations and exc ..read more

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 for perfect listening. Why do some people say 'performance marketing' when all really mean is Google search? Why do digital marketers have an allergic reaction when they're asked to use an offline channel? Why do advertising agencies love brand campai ..read more