Das Archiv Folge 011
You Waste 33% of Your Money in the Briefing
mitSebastian Wolf on BetterBriefs research, the five questions of a creative brief, thinking before templates, and rebriefing.
Creative Briefing · Briefing Process · Agency Collaboration
Alle Folgen auf einen Blick. Nach Thema filtern oder nach Gast und Idee suchen.
Alle Folgen
11 Gespräche über die Grundlagen hinter nachhaltigem Marken- und Unternehmenswachstum. Ein Marketing- und Strategie-Podcast für Gründer und Startups. Jede Folge dreht sich um eine zeitlose Idee und den Experten, der erklärt, warum sie wichtig ist.
Folge 010
Agency Value in the AI Era
mitPaul 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
Folge 009
Strategic B2B Marketing: Buyers, Brand and Product
mitManuela Kohlhas on strategic B2B marketing, buyer empathy, customer stories, brand trust and product marketing.
B2B Marketing · Product Marketing · Brand Strategy
Folge 008
How Small Brands Grow with Limited Marketing Budgets
mitPeter Kiefer on applying brand-growth principles at small scale, choosing channels, building distinctiveness and measuring incremental value.
Small Brand Growth · Marketing Strategy · Brand Growth
Folge 007
Marketing as a Strategic Business Function
mitAlexander Schulze on market orientation, customer understanding and how marketing can contribute beyond promotion.
Strategic Marketing · Market Orientation · Marketing Leadership
Folge 006
Simplicity in Marketing: The Five Lightbulbs Framework
mitBilly Broas on core messages, customer belief, the Five Lightbulbs framework and marketing as argumentation.
Marketing Messaging · Copywriting · Five Lightbulbs
Folge 005
Brand Science: Laws, Levers and Hogwash
mitEthan Decker on marketing laws, levers and hogwash; light buyers, buying repertoires, mental shortcuts and salience.
Brand Science · Marketing Effectiveness · Buyer Behaviour
Folge 004
Processual Brand Thinking: A Brand Management Process
mitMichael Reinicke on processual brand thinking, an annual brand process, the full marketing mix and incremental value.
Brand Management · Marketing Strategy · Marketing Mix
Folge 003
Community Marketing: Building Belonging Over Time
mitMirja Schwartz on the difference between audience and community, shared values, roles and regular participation.
Community Marketing · Community Strategy · Brand Building
Folge 002
Customer Excitement in Brand Experience
mitGordon Euchler and Maik Hoffman on measuring customer excitement, designing from the customer’s view and learning across categories.
Customer Experience · Customer Excitement · Brand Strategy
Folge 001
Business Storytelling: Real-Life Stories and Fiction
mitFalk 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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