Big Ideas Tiny Details

S2: E4: Big Ideas, Tiny Details: Unpacking the Challenger Brand Mindset: Pete Rosier

In this episode, I speak with Pete Rosier about the essence of being a challenger brand, learned from his years at Method and Ecover, brands that shook up the cleaning space.

We explore how creativity plays a pivotal role, especially when resources are limited, and discuss how maintaining a challenger mindset requires a unified approach across the entire business.

This is a must listen for any brand that is

1) in fast growth or in
2) that messy middle, and looking to scale and not loose the essence of what has been created so far.
3) any brand of any size that is actually looking to stand out in a category (as spoiler- challenger is a mindset not size)

 

 

S2: E3: Big Ideas, Tiny Details: Powerful retail experiences: Katie Mitchell

In today's episode of Big Ideas, Tiny Details I am speaking to the brilliant Katie Mitchell from seen studios who work in creating retail spaces for some of the biggest and most innovative players in retail. From Nike, to Converse and Astrid and Miyu

“A powerful retail experience is one that leaves a lasting memory” and in the conversation we will be reliving into exactly what that means.

This is a must for any brand with any sort of retail play. You don’t need a giant flagship store to get some real juicy applicable nuggets.

And at 20mins, it is no fluff, on point, in and out conversation.

S2: E2: Strategy vs tactics- one is the compass the other are the actions. Katherine Torrence

Your strategy is your compass it’s what you do and what you don’t do.

The tactics are the activities that you do to deliver up in.

In this episode I speak with Fractional CMO and founder of Torrence Marketing Katherine Torrence, about the critical tension between strategy and tactics. Why so many people conflate the two and end up in a very reactive short termsist place. 

And how you can tell the difference between the two.

S2: E1: Sampling, think brand not just product in hand: Jon Marchant

This is a brand that comes up time and time again in case studies discussing how they have reimagined the construct of a category.  

They are referenced frequently in briefings - “we need to do something that shows up with the same energy as x”. 

They are a brand that leads with creativity and consistency.

In the first episode of season 2 of Big Ideas Tiny Details, I am speaking with Jon Marchant, Marketing Director of FMCG Poster Child MOJU. 

We are talking about sampling. And what they have done to inject the MOJU MOJO in getting the brand in hand. How think and define success and why it's not for everyone.

S1: E12: Big Idea Tiny Details: Words and why they matter: Becca Magnus

In today's episode of Big Ideas, Tiny Details we are exploring language.

The words that brands use and how they use it. 

We (as an industry) spend a lot of time waxing lyrical about the importance of good visual design, but very rarely talk about the importance of verbal identity. Words.

Verbal language is a strategic mechanism, deeply rooted in psychology (the place where all-powerful marketing lies), and commerciality (which is what it's all about at the end of the day).

Language makes people feel
Language makes people connect 
Language allows people to hold a mirror to themselves and see the brand as the solution.
Language has the power to galvanise and compel them to take action

This is a truly brilliant conversation with Becca Magnus, brand language genius and now founder of the newly launched studio Magnus & Co.

S1: E11: Big Ideas, Tiny Details: Brand Partnerships: Charlotte Hyde

A brand partnership is a strategic play. 

In this episode we explore the golden rules, what makes a successful brand partnership and why do others fall flat. 

Charlotte Hyde, is a total legend. Having worked agency and client side - with roles such as CMO of period disruptor Ohne and now Strategic Director of McCann Manchester on the ALDI account. She knows her shit.

It’s 20mins. That’s all. In, out, and I promise it will make you think and give you some clear directions.

S1: E10: Big Ideas Tiny Details: Thought Leadership, unpicking this loaded term: Julie Thompson Dredge

Thought leadership.

A term that carries so much weight and intimidation. 

Lots of old stuffy (face it mostly white men), writing long and dull articles.

In today’s episode of Big Ideas Tiny Details, I speak with Julie Thompson Dredge, Founder of Frame PR a B2B PR agency, and try and unpick what this means.

We discuss how thought leadership should be taken in the spirit of sharing. This is about sharing your authentic and original thoughts. Consistency is key.

To find your themes go inwards to yourself and your industry- what drives you and what riles you

And it doesn’t have to be about writing stuffy articles. This is about delivering an engaging message, that is timely and relevant. This can be done in so many other ways. Experiment and find a style that works for you and allows you to convey your message in an interesting way.

S1: E9: Big Ideas, Tiny Details: PR is all about stories: Rachel Allison

PR is all about creating relationships with people- relationships being the key word here- this is not pay to play- pushing stuff on people, (if you have enough cash anyone can buy eyeballs) but taking time to find the stories within the community.

Because if create something that reflects what people are actually thinking and feeling- and create something that makes them see and feel heard they are actually going to pay attention rather than passing over it.

Short, sharp to the friggin point.

Huge fan of today's guest Rachel Allison, and her mission to reimagine PR- watch this space new gen PR incoming.

S1: E8: Big Ideas, Tiny Details: Brilliant Basics: Victoria Scally

"Don't start with the stuff. Start with the numbers".

This week I speak with Victoria Scally founder of We Are All Marketing about the brilliant basics of marketing. 

In the episode we cover, shiny new objects, the difference between strategy and tactics, and how tactics can inform your strategy. 

Why you should resist at all costs following other brand's playbooks and the magic number- how much you should plan for and how much should be free for experimentation- let’s play with this pot.

S1: E7: Big Ideas Tiny Details: Taking the guess work out of marketing: Isabel Lydall

Research.

It’s a little bit head and a little bit heart.

Research has got a bad rap over the past few years- slow, expensive, cumbersome, and backward-looking. But, if you boil it down it is all about understanding people, and if you understand people you can make better decisions and serve them better. Without research, you are just guessing.

In this episode I speak with Isabel Lydall about big research- the types that are centered on the big decisions - the things that are keeping people awake at night, and what you can be doing every single day to really understand what is going on. 

If you boil it down it is all about understanding people, and the better you understand people the better you can serve them through the products that you have and the messages that you tell.