
Episode #40
The Fractional Advantage: Bernard Jansen on Marketing Fundamentals, Brand Identity, and Founder Dynamics
In the 40th episode of Risky Business , hosts Bryan Hattingh and Jonathan Shaw sit down with Bernard Jansen, founder and principal consultant of Fire Juice—a strategic marketing consultancy. Bernard shares his journey from a structured, analytical household into the world of marketing, describing his role as a "fractional CMO" who helps mid-sized and privately held companies navigate growth plateaus and strategic shifts. The discussion explores the core differences between B2B and B2C brand building, the common mistake of over-proliferating sub-brands, and the sensitive process of separating a growing brand’s identity from its founder. Bernard emphasizes that while marketing tactics and digital tools constantly evolve, the underlying fundamentals—aligning customer needs, competitive differentiation, and core company capabilities—remain the true drivers of sustainable business success. Find more at https://riskybusiness6.wordpress.com/ or https://www.cycan.co.za/

