A-Cast Episode 13: Two lessons every marketer should learn and how rational thinking can kill good ideas

Two lessons every marketer should learn and how rational thinking can kill good ideas

Graham Robertson is an award-winning brand advisor who corporate executives find new growth areas. He’s the author of the bestselling bookBeloved Brands and has worked with organizations like the NFL Players Association, Shell, Reebok, Acura, Pfizer and Miller on brand strategy, positioning, and activation plans.Show Notes0:43 - Introduction1:52 – Why Listerine won 4 Effie awards for advertising effectiveness3:46 – How we should think about a brand7:14 – Brand management balance between short-term tactical ads and long-term brand building9:25 – How Apple uses the soft sell to build brand11:20 – The two biggest lessons all marketers should learn13:20 – The Tom Brady gut check: why rational thought kills ideas and how instinct can improve decision making17:38 – A brand positioning process that works19:20 – The 4 stages of the benefits ladder21:44 – Why brand strategy should include everyone in an organization22:50 – How brand and culture affect both product-led and experience-led companies25:15 – Why it takes 5 – 10 years to build an overnight sensation26:35 – Why customer relationships are more like sports teamsListen Here: A-Cast Episode 13: Two lessons every marketer should learn and how rational thinking can kill good ideasSubscribe to the A-Cast on Spotify or Apple Podcasts. Follow Anstice Communications on Instagram, Facebook, Twitter, and LinkedIn to stay up-to-date on the A-Cast and agency news.