brandLingual

<p>You know Ehrenberg-Bass.</p><p>But how much do you know about Bass?</p><p>In this episode of brandLingual, Baiba Matisone and Christopher Owens are joined by Ram Rao, Founders Professor of Marketing at the University...

<p>Most marketers talk about memory as if the brain were a storage box.</p><p>Say the message enough times.<br>Repeat the brand enough times.<br>Add emotion.<br>Wait for memory.</p><p>But what if that metaphor is...

<p>What happens when what you know no longer works?</p><p>In this episode of brandLingual, we sit down with Jelena Veselenovic for a conversation about unlearning, and what it really takes to grow when experience stops...

<p>What does it mean to lead when the world is in transition?</p><p>In this episode of the brandLingual podcast, we sit down with Philip Horvath, leadership thinker, innovation guide, and what he calls a “midwife of the...

<p>What if strategy process is actually making the work worse?</p><p>Most modern marketing leans on structure. Frameworks. Defined steps. Shared language.</p><p>But what if the very systems designed to improve strategy...

<p>Most marketing debates are tidy.</p><p>Two sides. Two scripts. Two people defending what they already believed.</p><p>And nothing really moves.</p><p>This one doesn’t work that way.</p><p>In the first episode of the...

<p>Most marketing research starts with the wrong question:</p><p>What do people think about our brand?</p><p>The problem is, most people are not thinking about your brand at all.</p><p>They’re thinking about deadlines...

<p>Most companies think they’re competing.</p><p>Mats Georgson thinks they’re shrinking.</p><p>In Episode 11 of the brandLingual podcast, we sit down with Mats Georgson to explore what marketers must unlearn to drive...

<p>In Episode 10 of the brandLingual podcast, Baiba Matisone and Christopher Owens sit down with Heidi Hackemer to explore one deceptively simple question:</p><p>What have you had to unlearn?</p><p>For Heidi, it starts...

<p>In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens sit down with strategist Rob Scotland to explore a deceptively simple question:</p><p>What have you had to unlearn?</p><p>For Rob, it...

<p>This episode introduces our guest format and raises the bar.</p><p>We didn’t want a highlight reel. We wanted a practitioner willing to talk honestly about what had to be unlearned over a long career in advertising...

<p>Most marketing strategy is still built as if growth happens by persuasion.</p><p>Pick a segment. Choose a target. Craft a position. Sharpen the message. Convince the buyer.</p><p>That logic traces back to Kotler...

<p>Creative briefs are still built for persuasion. Brands grow through memory.</p><p>In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens explore how to write a creative brief using...

<p>Strategy has a strange contradiction baked into it.We’re expected to sound supremely confident in rooms where no one actually agrees on what the words mean. At the same time, we’re quietly terrified to admit what we...

<p>Marketing is one of the only industries where someone can say, “We need more love for this brand,” and a room full of adults will nod like that’s a plan.Then, an hour later, we demand scientific certainty from a...