Big Ideas Tiny Details

S1: E6: Big Ideas Tiny Details: Brand strategy is not just for FMCG: Lizi Riehl

In today's episode I speak with Lizi Riehl and we are debunking the murky world of brand of brand strategy and unpicking what it even means. 

Why design guidelines are not brand guidelines, and why a rebrand doesn’t mean throwing out everything and starting from scratch- and why that approach is a very bad idea.

Lizi is a brand consultant who specialises in financial services. Much is spoken about brands through the lens of FMCG and CPG, so this is a very interesting conversation for anyone who sits outside these categories and is questioning commercially the importance of brands.

Short, sharp- it's 12mins folks, this episode will likely save you a hell of a lot of money in the future, as Lizi’s view is that Marketing should be a profit driver, not a cost center. 

S1: E5: Big Ideas Tiny Details: The massive commercial upside of CRM: Sarah Brereton,

When done properly the numbers speak for themselves. But what is this dark art? How and what does it actually involve? Why do some brands see massive commercial uplift, but others just get a massive pile of unsubscribes? 

In this week’s episode of 'Big Ideas Tiny Details', I speak with Sarah Brereton, CRM consultant and former head of CRM at GymShark all about how you win.

S1: E4: Big Ideas, Tiny Details: What is growth marketing anyways: Olly Johnson

What is growth marketing?

With marketing being the precursor to sales, surely all marketing is to do with growth?

In this weeks Big Ideas, Tiny Details we speak with Olly Johnson, growth consultant and former MD of Spacegoods and now co-founder of menopause brand Valerie, all about what growth marketing really is.

Spoiler- it’s holistic and focused on maximising lifetime value and so much more than performance marketing. 

S1: E3: Big Ideas, Tiny Details: The challenge for attention. Holly Rix

Attention is the biggest challenge for any business in 2024, will be in 2025, 26, and so on, and so on.

Work emails, life emails, junk emails. Instagram ads, TikTok rabbit holes, radio, podcasts, and all the gazillion of WhatsApp groups that we have been added to (because who doesn’t need another group).

We are bombarded with information.

This is coupled with the fact that at least 90% of your customers are not actively looking for what you are selling when they come into contact with your brand or marketing.

The harsh reality is that to your consumers your brand is nothing but wallpaper. 

How can do you things that capture attention, and get people talking? It comes down to ideas and the power of them. 

In today’s episode of ‘Big Ideas, Tiny Details’ we hear from the magician that is Holly Rix, Fractional CMO (Heights, OTO, Method) all about the power of a penetrating insight, why you can’t live in fear of not appealing to everyone and the importance of making people feel something.

S1:E2: Big Idea, Tiny Details: Build a brand, don't sell a product. Isabelle Gormezano Marks

If you have a product you must have a brand. Wrong.

A product is the thing that people buy, the brand is what people buy into.

A brand makes you feel something.

A brand is how people describe you, what people say about you when you are not in the room.

In this weeks episode we hear from Isabelle Gormezano Marks, Marketing Director of East London Liqor Co, about the fundamental difference between building a brand and selling a product.

S1:E1: Big Ideas, Tiny Details: The accumulative power of consistency: Ruth Fittock

The unsexy truth of marketing lies in consistency and repetition. Say the thing, then say the same thing again, and again and again, all in a slightly different way. No matter how or where people come into contact with your brand, it should feel like your brand. 

We call this ‘whole brand experience

In this episode we hear from Ruth Fittock the Marketing Director behind Simply Roasted Crisps, Pop Chips and now advisor to Bold Bean, about how every single touchpoint provides the opportunity to bring the brand proposition to life.