Latest Audio branding Podcast Episodes
73. Departmental myopia: the internal trade off between efficiency and innovation
Unicorny - July 18, 2024 04:01 - 25 minutesIn this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships. Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business object...
72. Transforming agency relationships: From outputs to outcomes
Unicorny - July 16, 2024 04:01 - 26 minutesToday's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”. They explore how procur...
71. Thesis-Driven Marketing: you heard it here first
Unicorny - July 11, 2024 04:01 - 29 minutesWelcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the c...
70. How entrepreneurs create value
Unicorny - July 09, 2024 04:01 - 26 minutesIn this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodolog...
69. Death to ROI! Marketing is not a profit centre.
Unicorny - July 04, 2024 03:00 - 28 minutesWelcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing. Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying...
68. The truth about demand creation? It’s a lie.
Unicorny - July 02, 2024 03:00 - 25 minutesCurious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences...
*BONUS episode*: Propolis Community Index and B2B Ignite preview
Unicorny - June 29, 2024 04:00 - 24 minutesIn this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London. Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trend...
67. Why Globalocal marketing’s the right approach
Unicorny - June 27, 2024 03:00 - 31 minutesIn this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Events Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevanc...
66. Field marketing: where outside-in begins
Unicorny - June 25, 2024 03:00 - 30 minutesJoin Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consist...
65. Positioning power play: how to make difference pay
Unicorny - June 20, 2024 03:00 - 27 minutesDiscover the keys to effective product positioning with April Dunford, one of the leading experts in the field. In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional custo...
64. Perfect positioning: April Dunford's playbook for success
Unicorny - June 18, 2024 03:00 - 30 minutesIn this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning. April highlights typical pitfalls, such as the shortcomings of trad...
63. Market share masterclass: blending organic growth and M&A
Unicorny - June 13, 2024 03:00 - 23 minutesIn part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and...
Market share masterclass: blending organic growth and M&A
Unicorny - June 13, 2024 03:00 - 23 minutesIn part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and...
62. Segmentation secrets: precision marketing in niche markets
Unicorny - June 11, 2024 03:00 - 26 minutesIn this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. From his unique career spanning product design to high-stakes mergers...
Segmentation secrets: precision marketing in niche markets
Unicorny - June 11, 2024 03:00 - 26 minutesIn this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. From his unique career spanning product design to high-stakes mergers...
61. Unlock the secret to beating imposter syndrome in branding
Unicorny - June 06, 2024 03:00 - 22 minutesIn this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence amon...
Unlock the secret to beating imposter syndrome in branding
Unicorny - June 06, 2024 03:00 - 22 minutesIn this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence amon...
60. Cut the Jargon: Simplifying brand strategy for better results
Unicorny - June 04, 2024 03:00 - 33 minutesIn this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how aligning your brand’s purpose with business activities enhances authenti...
Cut the Jargon: Simplifying brand strategy for better results
Unicorny - June 04, 2024 03:00 - 33 minutesIn this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how aligning your brand’s purpose with business activities enhances authenti...
Data, sales, strategy: marketing's C-Suite blueprint for success
Unicorny - May 30, 2024 04:00 - 22 minutesIn this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are y...
59. Data, sales, strategy: marketing's C-Suite blueprint for success
Unicorny - May 30, 2024 04:00 - 22 minutesIn this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are y...
Battle of Beliefs: Does professional certification kill marketers instinct?
Unicorny - May 28, 2024 04:00 - 23 minutesIn this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and d...
58. Battle of Beliefs: Does professional certification kill marketers instinct?
Unicorny - May 28, 2024 04:00 - 23 minutesIn this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and d...
Sayonara Silos! The power of cross-functional teams in marketing
Unicorny - May 23, 2024 04:00 - 24 minutesIn this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams...
57. Sayonara Silos! The power of cross-functional teams in marketing
Unicorny - May 23, 2024 04:00 - 24 minutesIn this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams...
56. How to change KPI chaos into customer bliss
Unicorny - May 21, 2024 04:00 - 22 minutesWhat’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls. With over 20 years of experience in marketing and ...
How to change KPI chaos into customer bliss
Unicorny - May 21, 2024 04:00 - 22 minutesWhat’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls. With over 20 years of experience in marketing and ...
55. Mastering chaotic markets with advanced management techniques
Unicorny - May 16, 2024 04:00 - 25 minutesHave you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models? In this episode you'll hear: Further exploration of leadership roles in Beyond Budgeting Strategies for fostering orga...
Mastering chaotic markets with advanced management techniques
Unicorny - May 16, 2024 04:00 - 25 minutesHave you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models? In this episode you'll hear: Further exploration of leadership roles in Beyond Budgeting Strategies for fostering orga...
54. Why marketers need to look beyond budgeting
Unicorny - May 14, 2024 04:00 - 30 minutesThe traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way. This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Bu...
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