38. Secrets of a brandmaster: beating brand enemies

Unicorny

This is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn.

Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodology in marketing akin to other professions.

Together, they critique superficial case studies and advocate for practical, experience-based marketing education. The episode covers the full customer lifecycle, from pre-purchase to post-purchase satisfaction, and the need for marketing to interconnect with all business functions. They also touch on the potential of AI in marketing and the challenge of overcoming customer inertia, highlighting Rachel's upcoming practical marketing book.

If you're looking for clarity of purpose in the year ahead, if you're trying to turbocharge your effectiveness, if you're building the case for budget, this is the show for you.

About Rachel Fairley

Rachel Fairley is an international marketing leader and brand strategist whose focus is improving market impact to drive growth, contributing to 30+ business transformations across 100+ countries and many industries.

Links 

Full show notes: Unicorny.co.uk 

LinkedIn: Rachel Fairley | Dom Hawes 

Sponsor: Selbey Anderson 

 Episode outline

• The Fundamentals of Marketing
• The Lack of Marketing Methodology
• CEO Expectations and Marketing Shake-up
• Marketing as a Cost or Investment
• Understanding the Buyer and the Buyer's Journey
• Importance of Revenue as the Ultimate Measure
• Consistency in Delivering the Brand Promise
• The Importance of Marketing Beyond the Sale
• Customer Success and Upselling
• Shift in Tech and Subscription Models
• The Enemy Within: Lack of Care
• Brand Enemies and Inertia
• The Importance of Methodology in Business Diagnosis
• The Pragmatic Guide to Strategy
• Advice for Marketers
• AI and Marketing
• Overcoming Indecision and Inertia

This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy