Champagne Strategy – Détails, épisodes et analyse

Brain Hurt Scale = 6/10 - full episode featuring San Redfern from Canva who details how the company transitioned from a digital marketing attribution mindset into something far more world-leading and sophisticated.

Where part 1 of the Digital Marketing Apocalypse series focused on the technical and legal changes that have occurred over time.

And part 2 uncovered the impact this has had on company's marketing.

Part 3 gives us a concrete example of how to successfully transition from the old way of measurement to the new way. Providing a great example of how teams should be measuring and operating. Including all the politics and subtle considerations you need to be aware of along the way. And yes I realize we all don't work for multi-billion dollar tech companies, but you'll pick up some very practical pointers from this episode which you can apply to any firm along the way.

So if you're thinking of also making the switch from staring at digital marketing dashboards and spreadsheets....have a listen

Brain Hurt Scale = 5/10. Following on from part 1, we explore a paper that studied thousands of online retailers between 2020 and 2022. The findings from this study have massive implications on the digital marketing industry, decision-makers, executives and investors.

They analyzed 100's of billions of digital marketing expenditure and looked at how this affected customer acquisition and growth. Finding that not only have costs increased on average but firms who targeted certain customers and used particular channels realized the greatest drops in yield.

So why are so few in the industry talking about something so momentous? There are a few reasons for that which we discuss near the end.

Brain Hurt Factor = 4/10. The conclusion and penultimate episode of a 6 part series which explores brand campaigns. Questioning whether Apple's famous Think Different brand campaign was as successful as everyone thinks it is.

This episode starts with a short recap of where we left off in 5.2. Then goes into revealing THE key growth factor behind Apple's explosive growth. Before discussing the genesis story behind this entire brand campaign. A story which was difficult to discover.

Full of snippets of quotes from Steve himself, YouTube videos, experts in the field and other podcasts.

By the end, you'll be able to walk away with a clear view of what the campaign did and didn't achieve. And - WHY it was created in the first place. Which will be likely different to what you believe it is.

Make sure you at least listen to or read 5.1 and 5.2, if not all the episodes from part 1-6.

Very red pill.

Consume now with caution.

Brand hurt scale = 6/10. This is a direct follow on from the previous episode 5.1 which continues the story behind Apple's famous Think Different campaign.

Here we go much deeper, analyzing the campaign's impact on Apple financially, both short and long term. Which is hard in audio form because a lot of the visuals are missing. But you'll learn ways you can properly assess any brand campaign and call out brand marketers who think they've delivered value, but haven't. Four expert opinions and three reputable studies are cited which you can use to support your argument either way.

So was Think Different really one of the best brand advertising campaigns in history? Exactly how did it impact the company for better or for worse? Ultimately, it's up to you to decide but find out by having a listen and come to your own conclusions by the end.

*For more details and visuals go to the Brandingmag website to access the full article.

Brand hurt scale = 2/10. The episode everyone has been waiting for is here. This is the story behind the famous Apple Think Different campaign. Touted as one of the best brand advertising campaigns in history. But is it?

This is the first of three parts which explores the history of this campaign and analyzes whether it was as successful for the company as everyone makes out.

Deeper analysis will follow in 5.2 before we explore the genesis story and implications from those findings in 5.3.

For more details and helpful visuals, go to the Brandingmag website to access the full article.

But for now, sit back, relax and have a listen

Brain hurt score = 3/10. If you've been listening to the series so far, you should know what a brand campaign is, where they came from and how advertising and branding works.

So what does a brand campaign do? Or not do?

In part 4 of the Brand Campaign mini-series we explore 8 legitimate reasons for a brand campaign and 8 red-flags you need to be aware of.

By the end of this episode you'll have a very robust filter through which to make an informed decision if you're considering buying into the idea of a brand campaign or rejecting it.

16 for and against reasons are given that include quotes, practical explanations and excerpts from interviews with practicing experts.

At the end we summarize part 1 through to 4 and set the scene for the episode everyone wants to listen to - an analysis of Apple's famous Think Different brand campaign where everything you've learnt so far will be put into practice.

But before we get to the protein, you need to eat your greens.

Come on...have a nibble.

What are you waiting for?

Brain Hurt Scale = 2/10. Note - this is the audio version which is an extended yet similar and different version of the written article which includes diagrams and videos. If reading is your thing go here https://www.brandingmag.com/john-james/brand-campaigns-part-2-where-did-they-come-from/ - but this audio version is more story-like so it makes for perfect listening.

Why do some people say 'performance marketing' when all really mean is Google search?

Why do digital marketers have an allergic reaction when they're asked to use an offline channel?

Why do advertising agencies love brand campaigns but hate digital?

Why is the Silicon Valley growth discipline deeply ironic?

And what's all of this got to do with Brand Campaigns!

Sometimes to understand why we use terms we need to understand history. Understand the etymology of these terms. Terms like performance marketing, brand marketing, ATL, BTL, growth hacking, growth marketing, demand generation, demand capture - oh gee I could go on all day.

Because there's reasons why all these terms exist, and why we use them - and that history is fascinating.

If this episode doesn't give you an 'a ha' moment then no episode will.

We leverage the power of memetics and research so you'll learn:

How these terms originated

Why using them is problematic

Why people who do, are unaware how their thinking has been warped subconsiously

Why DTC started in 1845 in the US - not the 90s or 2000's

Which channel American Expressed used to create an entire category (credit cards)

Why advertising agencies started in the first place, and why they still hate 'performance'.

WARNING: This episode is not recommended for those who work in the advertising industry - as it will pop bubbles and may negatively affect your ability to sell

You've been warned - listening to this episode will alter your perspective forever.

So play with caution because this is very forbidden fruit you're about to taste,

And there's no going back.

Brain Hurt Scale = 2/10. Learn all the hot topics, struggles and opportunities in the current environment from the perspective of two fractional CMO's. After shooting the breeze about coffee (Skip to 4mins in to miss the coffee talk intro) Gregory Kennedy and John sit down to talk about what they're both seeing on the ground right now.

With significant declines in the yields and measurement of various digital media over the years, they discuss different ways to move forward and embrace a revised approach to the marketing function.

What's the difference between West and East coast business culture?

Why is the crazy valuations in the recent tech boom not even comparable to what happened back in the late 90s? Why is revenue growth and positive economics so important now?

How have digital channels changed over the years?

Gregory has worked in senior marketing roles at tech companies like InMobi, TapSense, NextRoll, Sojern and Noteable.

Embrace the future. Leave the shackles behind.

This is an easy listen.

That won't leave you in a bind.

Brain hurt scale = 6/10. This is the second half of the former episode which will complete the audio version of Part 3's article.

In the former episode we covered in detail the first determinant of effective advertising - reach.

In this one, we explain what is 'brand' and how 'branding' actually works or doesn't work.

Then we explore the third factor which is all about making products 'easy to find and buy'.

Followed by even more myth busting at the end to put everything into a practical context.

This is an audio episode version of the first half of part 3's article published at Brandingmag - https://www.brandingmag.com/john-james/brand-campaigns-part-3-how-does-brand-advertising-work/

But some people wanted the audio version.

So here you go

Brain hurt scale = 7/10. Isn't it funny how we all think we know how advertising works, but very few of us know about the scientific side. Even fewer have married up science with the practical considerations of what it's like in an applied work setting. Until now!

After learning about what brand campaigns are in part 1 and understanding the etymology. We were then left with a gaping hole. How does brand advertising work?

And to know how brand advertising works, we first need to understand how all advertising works.

What is 'reach'? How do you know if you have it or not?

What is 'brand'? How do you know if your ad had branded or not?

What is 'advertising'? How do you know what is and isn't advertising?

This is an audio episode version of the first half of part 3's article published at Brandingmag - https://www.brandingmag.com/john-james/brand-campaigns-part-3-how-does-brand-advertising-work/

But some people prefer audio.

So here you go audiophiles