Marketing MasterClass - Psychology in Communication
Michal SzanieckiWelcome to my Marketing MasterClass Podcast. My name is Michal Szaniecki, I'm founder of Pentonica Brand Consulting, managing director at Volkswagen Group and a passionate marketer with over 15 years of experience in diverse & frequently experimental fields of marketing. The first series of 13 episodes is dedicated to the pragmatic application of Psychology in Brand Communication. Multitude of use... more
| Publishes | Weekly | Episodes | 33 | Founded | 5 years ago |
|---|---|---|---|---|---|
| Categories | BusinessMarketing | ||||
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Latest Episodes
In this episode we will try to identify ways of including serendipity into our organizations - definitely a powerful tool to come up with new ideas and break the growth ceiling.
In this episode we're discussing the concept of obliquity, being successfully used in business - for us to build brands. Especially for most complex brand equities which usually takes time. Obliquity, so doing it indirectly, may help.
In this episode we will look pragmatically into 5 key benefits our brand can gain from working with an endorser.
It's typically effective, sometimes surprising and capricious - but certainly worthwhile considering when we need growth.
Enjoy!
In this episode we are identifying 5 clear benefits from including loyal consumers into our growth strategies. They may not be responsible directly from building our incremental sales - but without them we would now know enough how to do that success... more
This episode is inspired but yet another study of a foundation with shocking data that proved to be methodologically wrong - the effect was important, not the scientific rigorousness. We are trying to decode how to best build as marketers as scientis... more
In this episode we're trying to understand the importance of being different on the USP level vs being distinctive. We show how being different may be important, but it's typically not a permanent advantage. And how it is critical to be distinctive f... more
In this episode we discuss the incrementality - the most exaggerated KPI marketers assume for their new launches or promotions. But there are couple of points we can take into account to make our incrementality assumptions much more realistic and the... more
In this episode we are discussing the meta-studies on the scarcity effect. One of these was published yesterday and it presents very interesting findings. Although not being in complete unison with other metastudy in the area of scarcity - marketers ... more
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