{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F86e189a1-d80c-4b5e-9d99-3a4bbb4f8933","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 079: First, Look Like Your Brand. With Dr. Ella Ward.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/86e189a1-d80c-4b5e-9d99-3a4bbb4f8933\"></iframe>","title":"SBP 079: First, Look Like Your Brand. With Dr. Ella Ward.","description":"<p>In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute.\u00a0</p>\n<p>Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss!</p>\n<p><br></p>\n<p>Don&#39;t forget to join our hosts, Vassilis and Marc, for some post-podcast banter!</p>\n<p><br></p>\n<p>Quote of the episode:</p>\n<p>\u201cYour strategy can\u2019t be based on differentiation. Your competitors will catch up.&quot;</p>\n<p><br></p>\n<p>Our Guest:</p>\n<p>Dr. Ella Ward</p>\n<p>Sr. Marketing Scientist @ Ehrenberg-Bass Institute</p>\n<p>Enhancing visual brand identity across a product portfolio.</p>\n<p>https://www.linkedin.com/in/ella-ward-/</p>\n<p><br></p>\n<p>Our Hosts:</p>\n<p>Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p>\n<p>Get in touch with our hosts:</p>\n<p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p>\n<p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060</p>\n<p><br></p>\n<p>Background Research &amp; Literature:</p>\n<p>https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4</p>\n<p>https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/\u00a0</p>\n<p>https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI</p>\n<p>https://marketingscience.info/research-services/distinctive-assets/</p>\n<p><br></p>\n<p>Timestamps:</p>\n<p>0:00 - Podcast Introduction</p>\n<p>0:50 - Introduction to Ella\u00a0</p>\n<p>3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute</p>\n<p>4:28 - Ella\u2019s areas of research</p>\n<p>5:23 - Visual cohesion across the brand portfolio</p>\n<p>6:40 - The scientific revolution happening in marketing</p>\n<p>8:39 - Marketing science matters because the real world is a very weird place</p>\n<p>10:33 - Data-driven vs. Evidence-based marketing</p>\n<p>13:05 - Using science to lead change</p>\n<p>16:40 - Bloodletting &amp; changing paradigms\u00a0</p>\n<p>18:30 - The difference between brand books and Distinctive Brand Assets (DBA)</p>\n<p>20:44 - Making brands available &amp; linking brands to memory</p>\n<p>23:22 - Brand management isn\u2019t about policing, it should be fun</p>\n<p>26:45 - Rebranding? Know what assets trigger the brand \u00a0</p>\n<p>29:20 - How effective are your DBAs at triggering memory</p>\n<p>30:52 - Why characters are more memorable than other types of distinctive assets\u00a0</p>\n<p>34:20 - Rebranding? know the strength of your distinctive assets</p>\n<p>36:15 - Adding to your distinctive asset pallet - Ikea voiceover</p>\n<p>39:10 - Hagen-Dazs Case Study</p>\n<p>39:40 - Package colours used to signal variety aren\u2019t often effective</p>\n<p>43:17 - The danger of using colour to signal a variety</p>\n<p>45:38 - Prioritize your branding over colour signalling</p>\n<p>49:43 - Decreasing product packaging types to improve advertising efficiency</p>\n<p>51:00 - Cohesive branding improves the bottom line</p>\n<p>53:17 - Differentiation v. Distinctiveness in product packaging</p>\n<p>58:25 - Packaging Services</p>\n<p>1:01:45 - Post-pod with V and Marc \u00a0</p>\n<p><br></p>\n<p><br></p>\n<p>Where to Listen:</p>\n<p>Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324</p>\n<p>Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b \u2060\u2060</p>\n<p>Youtube: https://www.youtube.com/@sleepingbarberpodcast</p>\n<p><br></p>\n<p><br></p>\n<p><br></p>\n<p><br></p>\n<p>\u00a9 2024 Sleeping Barber</p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/58941605-cf67-47c2-81bf-5e0026c09c18/21697713-1720619268162-bb3d86c35efa2.jpg"}