Shows
Strategic Marketing ManagementCreating Customer Value, Part 2: Developing a Positioning StrategyThis episode focuses on positioning as the art of shaping how customers perceive an offering. It contrasts single-benefit, multi-benefit, and holistic positioning strategies, and explores when each is most effective. Highlights include the choice of functional, psychological, or monetary benefits to emphasize, how sustainability varies across benefit types, and why psychological positioning often provides the strongest long-term advantage.
2025-08-2046 minStrategic Marketing ManagementCreating Customer Value, Part 1: Crafting the Value PropositionThis episode explains how companies design compelling value propositions by balancing benefits and costs across functional, psychological, and monetary dimensions. It introduces the idea of benefit ladders—starting from attributes and building to higher-level benefits—and shows how companies can tailor value propositions for different segments. Key insights include aligning value with customer needs, avoiding overpromise, and ensuring consistency across all aspects of the offering.
2025-08-2040 minStrategic Marketing ManagementIdentifying Target Customers, Part 3: Segmenting the MarketThis episode unpacks tactical targeting—how companies translate strategic choices into effective, cost-efficient ways of reaching customers. It highlights customer profiles (demographic, geographic, behavioral, psychographic), the tradeoffs between precision and efficiency, and the risks of overly narrow, broad, or misaligned targeting. Key takeaways include building accurate customer personas, aligning profiles with value, and tailoring offerings for single or multiple customer segments.
2025-08-2016 minStrategic Marketing ManagementIdentifying Target Customers, Part 2: Tactical TargetingThis episode unpacks tactical targeting—how companies translate strategic choices into effective, cost-efficient ways of reaching customers. It highlights customer profiles (demographic, geographic, behavioral, psychographic), the tradeoffs between precision and efficiency, and the risks of overly narrow, broad, or misaligned targeting. Key takeaways include building accurate customer personas, aligning profiles with value, and tailoring offerings for single or multiple customer segments.
2025-08-2033 minStrategic Marketing ManagementIdentifying Target Customers, Part 1: Strategic TargetingThis episode explores why choosing the right target customers is the cornerstone of an effective marketing strategy. It distinguishes between strategic targeting (deciding whose needs to fulfill) and tactical targeting (how to reach them efficiently). Key highlights include the tradeoffs in serving different segments, the principles of target compatibility and attractiveness, and how companies can create competitive advantage by aligning their resources with customer needs while differentiating from rivals.
2025-08-2043 minStrategic Marketing ManagementDeveloping a Marketing PlanThis episode explores the structure and purpose of a marketing plan, positioning it as the central tool for guiding and coordinating a company’s marketing efforts. It highlights the plan’s three primary functions: clarifying the action plan, informing stakeholders, and persuading decision-makers of its feasibility. Listeners learn the principles of relevance, clarity, conciseness, and actionability, as well as the typical plan structure—executive summary, situation overview, goal, strategy, tactics, implementation, and control. The episode closes with insights on keeping plans dynamic through regular updates in response to performance gaps and market changes.
2025-08-2029 minStrategic Marketing ManagementThe G-STIC Framework for Marketing ManagementThis episode introduces the G-STIC framework—Goal, Strategy, Tactics, Implementation, and Control—as the foundation for effective marketing planning. It explains how clear goals set direction, strategies define the value proposition, and tactics shape the offering through product, service, brand, price, incentives, communication, and distribution. The discussion highlights the importance of implementation and controls to adapt to changing environments, ensuring companies stay aligned with their objectives and market realities.
2025-08-2029 minStrategic Marketing ManagementMarketing Strategy and TacticsThis episode explains how strategy and tactics form the backbone of a company’s business model. Strategy defines the target market and value proposition, while tactics—captured in the 7-T Framework (product, service, brand, price, incentives, communication, and distribution)—bring strategy to life. Highlights include the 5-C framework for market analysis, the 3-V principle for balancing customer, company, and collaborator value, and why the traditional 4-P framework has lost relevance in today’s service- and brand-driven environment.
2025-08-2052 minStrategic Marketing ManagementMarketing as a Business DisciplineThis episode defines marketing as both an art and a science, emphasizing its role as a creator of value and growth driver for organizations. It dispels common misconceptions—such as equating marketing with sales, promotions, or advertising—and reframes it as a strategic discipline that integrates understanding, designing, communicating, and delivering value. Key insights include marketing’s central role across all business functions, its focus on customer needs rather than products or industries, and its symbiotic relationship with innovation.
2025-08-2028 min
Building Strong BrandsDeveloping a Brand Identity GuideThis episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identifiers, associations, and application standards. The discussion emphasizes how clear guidelines help maintain a cohesive brand image across diverse markets, products, and collaborators.
2025-08-1012 minBuilding Strong BrandsConducting a Brand AuditThis episode outlines how to perform a brand audit to evaluate strengths, uncover opportunities, and address performance issues. It explains the four main types—planning, implementation, customer impact, and company value audits—and their role in understanding brand effectiveness. The conversation highlights the importance of audits being systematic, comprehensive, periodic, and unbiased.
2025-08-1023 minBuilding Strong BrandsDeveloping a Strategic Brand-Management PlanThis episode details how to create a comprehensive brand-management plan that integrates strategic goals, target market definition, value proposition, and tactical execution. It emphasizes alignment between brand design, communication, and long-term objectives. The discussion also addresses the importance of adaptability in responding to market changes while maintaining brand integrity.
2025-08-1019 minBuilding Strong BrandsMeasuring Brand Power and Brand Equitymarket strength and financial value. It outlines methods for assessing how well a brand drives customer choice, usage, and advocacy, and how these behaviors translate into economic returns. The conversation underscores the need for consistent, comparable metrics to track brand performance over time.
2025-08-1018 minBuilding Strong BrandsEvaluating the Brand ImpactThis episode explains how to assess the influence of a brand on both customers and the company. It covers frameworks for evaluating strategic and monetary contributions, ensuring brand performance aligns with business objectives. The discussion also emphasizes ongoing measurement to guide brand-building investments and improve effectiveness.
2025-08-1028 minBuilding Strong BrandsLicensing the BrandThis episode delves into how companies lease their brand assets to others in exchange for compensation, enabling both licensors and licensees to create value. It covers the advantages, such as expanded market presence and revenue, as well as risks like loss of control and potential brand dilution. The discussion emphasizes the need for clear guidelines to maintain brand integrity across licensed products and services.
2025-08-1014 minBuilding Strong BrandsRealigning the BrandThis episode focuses on subtle updates to brand identifiers and associations to keep them aligned with the brand’s core value proposition. It explains how changes to logos, names, mottos, and packaging can refresh a brand without altering its underlying meaning. The episode underscores the role of realignment in adapting to local markets, new communication formats, and legal requirements while preserving brand essence.
2025-08-1020 minBuilding Strong BrandsRepositioning the BrandThis episode examines how brands change their target audience or value proposition to shift customer perceptions without fundamentally altering the product itself. It highlights common drivers of repositioning, including evolving customer needs, new competitive pressures, and broader market changes. The conversation also addresses the balance between making a meaningful shift and preserving the continuity of the brand image.
2025-08-1018 minBuilding Strong BrandsExtending the BrandThis episode explores how companies expand their brand’s reach by introducing it to new products, services, or markets. It outlines the strategic benefits of brand extension, such as leveraging existing equity, alongside the risks of diluting the brand’s meaning. The discussion emphasizes the importance of aligning extensions with the brand’s core promise to maintain relevance and credibility.
2025-08-1024 minBuilding Strong BrandsPrivate LabelsThis episode examines the role of private-label brands as retailer-owned offerings, detailing their advantages in differentiation, pricing, and channel control. It also addresses challenges such as brand-building expertise, limited market scope, and the absence of manufacturer incentives. The conversation highlights portfolio strategies for private labels and the importance of aligning each with a defined target segment and value proposition.
2025-08-1015 minBuilding Strong BrandsCobrandingThis episode explores cobranding as a strategic partnership between independent brands to enhance visibility, credibility, and shared associations. It outlines key forms—product and service cobranding, ingredient branding, certification branding, and social cause branding—along with their benefits, risks, and success factors. The discussion emphasizes brand compatibility and the alignment of core values as critical to building sustainable and mutually beneficial partnerships.
2025-08-1021 minBuilding Strong BrandsBrand Portfolio StrategiesThis episode explores three primary portfolio structures—umbrella branding, house-of-brands, and hybrid approaches—detailing their strategic implications. It discusses how each structure balances brand independence with shared equity to address different market needs. The episode also considers how portfolio design supports brand growth and protects against competitive threats.
2025-08-1028 minBuilding Strong BrandsDesigning a Brand Portfolio StrategyThis episode introduces the concept of a brand portfolio as a coordinated set of brands serving different roles within a company’s overall strategy. It covers key considerations in defining the portfolio’s scope, roles, and structure to maximize market coverage and minimize overlap. The conversation emphasizes aligning portfolio decisions with long-term business objectives.
2025-08-1016 minBuilding Strong BrandsEvaluating Communication EffectivenessThis episode examines how to measure the impact of brand communication efforts by tracking changes in awareness, attitudes, and behaviors. It outlines methods for assessing both short-term campaign results and long-term brand performance. The discussion also highlights the importance of linking communication metrics to strategic goals for ongoing improvement.
2025-08-1018 minBuilding Strong BrandsDesigning the Creative Executionexecutions tailored to different media types. It explores message sources, including company voices, independent experts, and public endorsements, as well as message appeals based on information or emotion. Key principles such as strategic focus, consistency, and synergy are emphasized to ensure the creative work aligns with brand objectives.
2025-08-1016 minBuilding Strong BrandsSelecting the Communication MediaThis episode breaks down the main types of media—paid, owned, and inbound—and how each serves brand communication differently. It analyzes their advantages, limitations, and cost-effectiveness in reaching target audiences. The episode also highlights strategic selection of specific channels to maximize impact and efficiency.
2025-08-1027 minBuilding Strong BrandsDefining Communication Goals and StrategyThis episode examines how to set clear communication goals by defining focus, quantitative targets, and timelines. It explains the three primary objectives—creating awareness, building preference, and prompting action—and how they interrelate. The discussion also covers budgeting considerations and the importance of identifying the right target audience for effective brand communication.
2025-08-1026 minBuilding Strong BrandsManaging Brand CommunicationThis episode explores how brand communication connects brand identifiers and associations to target audiences to create a distinctive and lasting image. It introduces the G-STIC framework—goal, strategy, tactics, implementation, and control—as a systematic approach to campaign planning. Listeners will learn how different agencies contribute to brand-building efforts and how coordination ensures effective messaging across channels.
2025-08-1014 minBuilding Strong BrandsDesigning Brand AssociationsThis episode explores brand associations as strategic links that enrich a brand’s meaning by connecting it to relevant concepts, needs, and experiences valued by customers. It categorizes common association types, from functional benefits to symbolic ideas, and explains how they shape brand positioning. The conversation highlights the importance of crafting a network of associations that consistently reinforces the brand’s desired identity.
2025-08-1018 minBuilding Strong BrandsDesigning Brand Identifiers, Part 2This episode examines advanced brand identifiers, including mottos, characters, soundmarks, product design, and packaging, and their roles in expressing brand essence. It outlines key principles—strategic alignment, uniqueness, protectability, memorability, and communicability—to ensure these elements strengthen brand recognition. The discussion also emphasizes the need for cohesive integration of identifiers to create a consistent and impactful brand image.
2025-08-1020 minBuilding Strong BrandsDesigning Brand Identifiers, Part 1This episode discusses foundational brand identifiers such as names, logos, and characters, and the principles guiding their selection and design. It highlights criteria including uniqueness, relevance, memorability, and legal protectability. The conversation emphasizes aligning identifiers with the brand’s overall strategy to ensure long-term recognition and value.
2025-08-1018 minBuilding Strong BrandsDesigning the Brand: Brand Identifiers and Brand AssociationsThis episode introduces the two core components of brand design: identifiers and associations. It explains how identifiers uniquely label the brand, while associations link it to meaningful concepts valued by customers. The discussion covers differences in uniqueness, control, origin, and meaning, and how balancing them creates a complete brand identity.
2025-08-1011 minBuilding Strong BrandsBuilding Personality and Professional BrandsThis episode focuses on building brands with distinct personalities or professional credibility. It explains how personality brands connect emotionally through human-like traits, while professional brands build trust through expertise and reliability. The episode also addresses strategic considerations in designing and sustaining these brand types over time.
2025-08-1019 minBuilding Strong BrandsBuilding Luxury BrandsThis episode explores the defining characteristics of luxury brands and how they differ from other market offerings. It examines strategic choices in positioning, pricing, distribution, and communication that support a luxury identity. The discussion emphasizes how maintaining exclusivity and symbolic value sustains the appeal of luxury brands.
2025-08-1014 minBuilding Strong BrandsIdentity Branding: How Brands Align with Self-Image to Drive LoyaltyIdentity branding positions a brand around psychological benefits, aligning it with customers’ self-image to create deep emotional connections. This episode explores how brands move beyond functional and monetary positioning to become symbols of self-expression through luxury, personality, and professional dimensions. It explains why traditional differentiation strategies face limits and how identity branding taps into higher-level human needs like esteem and belonging. Learn what makes identity branding effective, how it can be applied strategically, and what challenges companies face when building brands that reflect customer identity across product categories.
2025-08-1016 minBuilding Strong BrandsBrand Strategy: Defining the Brand Value Proposition and PositioningCreating a compelling brand starts with defining a clear value proposition and positioning strategy that aligns with customer needs and competitive dynamics. This episode explores how brands articulate their value through points of dominance, parity, and compromise to influence customer choice. It explains the difference between value proposition and positioning, detailing how positioning emphasizes the most relevant benefit to secure a unique place in the customer's mind. Learn about strategic decisions in promoting functional, psychological, or monetary benefits, and how framing influences brand perception and long-term differentiation.
2025-08-1015 minBuilding Strong BrandsBrand Power and Brand Equity: Capturing the True Value of a BrandBrand power and brand equity define how brands influence market behavior and create measurable financial value. This episode explores how strong brands shape consumer choices, enhance product appeal, and increase pricing power, while also amplifying the impact of marketing strategies. It breaks down the difference between brand power—how brands drive behavior—and brand equity—the monetary value of that influence. Learn how companies measure brand equity, why it's crucial in acquisitions, licensing, and valuation, and how aligning brand strength with business performance turns intangible influence into tangible company value.
2025-08-1021 minBuilding Strong BrandsHow Brands Create Company Value: Strategic and Monetary ImpactBrands create company value through both strategic and financial benefits that drive growth, collaboration, and competitive advantage. This episode outlines how branding increases customer demand, improves partner relationships, enhances employee engagement, and strengthens product appeal. It also details how strong brands contribute to higher revenue, profit margins, and company valuation. Additionally, the episode explores the value brands bring to collaborators by increasing customer demand, elevating brand image, and enabling premium pricing. Learn how branding serves as a key asset that supports lasting business performance across stakeholders.
2025-08-1017 minBuilding Strong BrandsHow Brands Drive Customer Value: Functional, Psychological, and Monetary ImpactBrands generate customer value through a combination of functional utility, emotional resonance, and financial benefits. This episode breaks down how branding enhances product identification, signals performance, and influences perceptions. It highlights the psychological impact of brand-driven emotions, self-expression, and alignment with social causes. Additionally, it explains how brands shape price perceptions and increase resale value. Learn how different value dimensions interact, why not all brands aim to deliver across all areas, and how strategic branding supports long-term customer engagement.
2025-08-1017 minBuilding Strong BrandsBrands as a Tool for Creating Customer, Company, and Collaborator ValueBrands are powerful tools for creating market value across customer, company, and collaborator levels. This episode explores how strong branding goes beyond product features and pricing to deliver emotional resonance, self-expression, and trust. It explains the three dimensions of customer value—functional, psychological, and monetary—and how brands uniquely contribute to each. Learn how strategic branding supports business growth, partner collaboration, and differentiated market positioning by shaping perception and enhancing value across the full customer experience.
2025-08-1016 minBuilding Strong BrandsValue-Driven Brand Management: Managing the Brand and Managing by the BrandStrong brands generate market value by influencing perception, guiding behavior, and aligning internal strategy with customer needs. This episode explores how value-driven brand management starts with defining a clear strategy, building a meaningful brand image, and aligning all company actions with a core brand promise. Learn how brand positioning, internal brand alignment, and consistent execution support both customer value and business growth. Understand why managing by the brand—rather than just managing the brand—is essential to ensuring cohesive decision-making and lasting market success.
2025-08-1014 minBuilding Strong BrandsManaging the Brand: Strategy, Tactics, and Market ImpactBrand management creates market value by shaping how offerings are perceived, differentiated, and sustained over time. This episode explores the role of brand management within the marketing mix and explains how brand identity complements product, service, price, incentives, communication, and distribution. It outlines key decisions including defining brand value, designing brand attributes, communicating effectively, structuring brand architecture, and measuring brand performance. Learn how brand managers align strategy and execution to build lasting customer relationships and protect brand equity in evolving markets.
2025-08-1025 minBuilding Strong BrandsBrand Image as the Driver of Brand Value: Trust, Meaning, and DifferentiationExplore how brand image creates value by shaping consumer perception, trust, and decision-making in competitive markets. This episode unpacks the difference between a brand's identity and the mental associations it forms in the minds of customers. It highlights how individual experiences, beliefs, and values influence brand image, and how brands communicate benefits that are not always directly observable. Learn why a strong brand image is crucial for differentiating offerings, reducing uncertainty, and establishing relevance. Discover how visibility of benefits affects brand impact and how mental associations drive lasting market advantage.
2025-08-1017 minBuilding Strong BrandsBranding and Brand Management: How Brands Create Market ValueUncover how branding evolves from simple identifiers to strategic assets that shape perception and drive value creation. This episode examines the development of brand management, revealing how brands influence decisions, differentiate offerings, and build emotional connections. It explains the distinction between products and brands, highlights branding's psychological impact, and shows how a strong identity enhances relevance and customer experience. Learn how companies leverage branding to overcome commoditization and extend the lifecycle of their offerings in an increasingly competitive marketplace.
2025-08-1012 min
Building Strong BrandsConducting a Brand AuditThis episode outlines how to perform a brand audit to evaluate strengths, uncover opportunities, and address performance issues. It explains the four main types—planning, implementation, customer impact, and company value audits—and their role in understanding brand effectiveness. The conversation highlights the importance of audits being systematic, comprehensive, periodic, and unbiased.
2025-08-1023 minBuilding Strong BrandsDeveloping a Brand Identity GuideThis episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identifiers, associations, and application standards. The discussion emphasizes how clear guidelines help maintain a cohesive brand image across diverse markets, products, and collaborators.
2025-08-1012 minBuilding Strong BrandsDeveloping a Brand Identity GuideThis episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identifiers, associations, and application standards. The discussion emphasizes how clear guidelines help maintain a cohesive brand image across diverse markets, products, and collaborators.
2025-08-1012 minBuilding Strong BrandsDeveloping a Strategic Brand-Management PlanThis episode details how to create a comprehensive brand-management plan that integrates strategic goals, target market definition, value proposition, and tactical execution. It emphasizes alignment between brand design, communication, and long-term objectives. The discussion also addresses the importance of adaptability in responding to market changes while maintaining brand integrity.
2025-08-1019 minBuilding Strong BrandsEvaluating the Brand ImpactThis episode explains how to assess the influence of a brand on both customers and the company. It covers frameworks for evaluating strategic and monetary contributions, ensuring brand performance aligns with business objectives. The discussion also emphasizes ongoing measurement to guide brand-building investments and improve effectiveness.
2025-08-1028 min
Managing the Customer ExperienceInterpreting the Research Findings and Solving the Business ProblemAfter collecting and analyzing data, the real challenge lies in interpreting results accurately and linking them to business decisions. This episode explores common validity threats, decision errors, and cognitive biases like overconfidence and analysis paralysis. Practical frameworks are discussed for managing trade-offs and improving decision quality by aligning insights with strategic goals.
2025-08-0617 minManaging the Customer ExperienceConducting Descriptive ResearchDescriptive research allows companies to analyze large volumes of structured and unstructured data to understand market conditions, customer segments, and behavioral trends. This episode discusses how tools like regression analysis and natural language processing can extract actionable insights from both transactional and social data. Real-world examples, like Target’s predictive analytics for expectant mothers, illustrate the power and limitations of descriptive methods.
2025-08-0617 minManaging the Customer ExperienceCrafting Experiments to Establish CausalityThis episode focuses on how experimentation is used to determine cause-and-effect relationships between marketing actions and customer responses. It explains the principles of controlled experiments, including covariance, precedence, and ruling out rival explanations. Through examples like A/B testing and natural experiments, the discussion shows how companies use experimental design to optimize decisions with greater confidence.
2025-08-0616 minManaging the Customer ExperienceDesigning Exploratory StudiesExploratory research helps managers uncover insights into customer needs and behaviors when little is known about the problem space. This episode explains how techniques like focus groups, ethnographic research, and in-depth interviews are used to generate hypotheses and reveal hidden drivers of customer decision-making. The flexibility and qualitative nature of exploratory studies make them ideal for early-stage idea development.
2025-08-0618 minManaging the Customer ExperienceDefining the Business Problem and Formulating the Research QuestionFraming the right business problem is a critical first step in any successful research effort. This episode discusses how to translate vague business challenges into clear, researchable questions that guide the data-gathering process. It also emphasizes the value of asking “why” and “how” questions to uncover the root causes of customer behavior and market dynamics.
2025-08-0618 minManaging the Customer ExperienceMarket Research as a Source of Customer InsightsThis episode explores the role of market research in uncovering customer insights that drive strategic business decisions. It highlights how understanding customer motivations, preferences, and behaviors requires systematic data collection through various research approaches. The episode also underscores the importance of defining clear objectives to ensure the research produces actionable outcomes.
2025-08-0617 minManaging the Customer ExperienceManaging Customers to Build LoyaltyIn this episode, the focus is on managing customer experiences to build loyalty through service quality and recovery. Using the service-gap model, it outlines how to identify and close discrepancies between customer expectations and actual service delivery. It also emphasizes the power of addressing dissatisfaction swiftly and fairly, showing how even negative experiences can strengthen customer loyalty when resolved effectively.
2025-08-0620 minManaging the Customer ExperienceBehavioral LoyaltyThis episode dives into behavioral loyalty, which stems from habit rather than conscious decision-making. It describes how routine purchasing behavior is formed, reinforced, and maintained, and why disrupting these habits can jeopardize loyalty. Case studies like Amazon’s Dash buttons and packaging redesigns by Coca-Cola and Tropicana show the importance of consistency in preserving habitual buying.
2025-08-0621 minManaging the Customer ExperienceIdentity LoyaltyThis episode examines identity loyalty, where customers form connections with brands that reflect or enhance their self-concept. It explains how people use products to express who they are or aspire to be, and how brands that align with customers’ values and identities can inspire deeper and more resilient loyalty. The episode also discusses strategies to strengthen identity-based loyalty through storytelling, community, and shared purpose.
2025-08-0621 minManaging the Customer ExperienceEmotional LoyaltyFocusing on emotional loyalty, this episode explains how customers’ feelings—especially enjoyment and emotional reinforcement—can drive lasting brand connections. It showcases the success of campaigns like Febreze and Got Milk? that moved beyond functionality to tap into emotional experiences. The episode concludes by illustrating how companies like Southwest Airlines engage customers emotionally to foster strong, enduring loyalty.
2025-08-0616 minManaging the Customer ExperienceUnderstanding Customer LoyaltyThis episode introduces the concept of customer loyalty as a multidimensional phenomenon that includes both behavioral patterns and emotional commitment. It outlines four key types of loyalty—functional, emotional, identity-based, and behavioral—and explains how they contribute to long-term customer relationships. The discussion emphasizes that loyalty is not just about repeat purchases but about understanding why customers stay loyal in the first place.
2025-08-0622 minManaging the Customer ExperienceCreating MemoriesMemories of experiences—not just the experiences themselves—play a critical role in shaping future customer decisions. This episode introduces the “peak–end rule,” emphasizing how the most intense and final moments disproportionately influence how customers remember an experience. It explains how companies can strategically design memorable peaks and positive endings to leave a lasting impression.
2025-08-0626 minManaging the Customer ExperienceFostering Emotional EngagementThis episode focuses on how emotional involvement enhances the customer experience and increases satisfaction, loyalty, and brand resonance. It explores the psychological mechanisms behind emotional engagement and offers strategies to foster deeper emotional connections with customers. By evoking meaningful emotions, companies can transform ordinary offerings into impactful experiences.
2025-08-0622 minManaging the Customer ExperienceOvercoming HabituationOver time, even the most exciting offerings can become routine, leading to decreased enjoyment through a process called habituation. This episode explains the psychological roots of habituation and presents practical strategies to counteract it, including partitioning experiences and introducing variety. Examples from architecture, advertising, and product design show how to keep experiences fresh and emotionally engaging.
2025-08-0618 minManaging the Customer ExperienceManaging ConsumptionConsumption experiences don’t just happen—they can be designed, managed, and enhanced. This episode explores how structuring consumption, such as pacing and sequencing experiences, can boost customer satisfaction and long-term value. It also discusses strategies for managing the customer journey to extend enjoyment and create memorable moments.
2025-08-0619 minManaging the Customer ExperienceConsumption as an ExperienceThis episode examines the nature of consumption beyond functionality, highlighting how people engage with products and services as immersive experiences. It explores the emotional, cognitive, and sensory dimensions that shape how customers perceive value over time. The discussion emphasizes how understanding consumption as a dynamic experience can help companies design more engaging offerings.
2025-08-0619 minManaging the Customer ExperienceImplementational Barriers to ActionImplementational barriers arise when customers struggle to turn their decisions into action due to unclear steps or high perceived effort. The episode covers two key obstacles—implementation uncertainty and implementation viability—and illustrates how friction in the process can lead to decision abandonment. It emphasizes practical solutions like simplifying steps, forming action plans, and removing unnecessary hurdles to encourage follow-through.
2025-08-0626 minManaging the Customer ExperienceEmotional Barriers to ActionThis episode focuses on anticipated regret as a powerful emotional barrier that hinders customers from acting on their choices. It explains how forward-looking emotions and counterfactual thinking make people more fearful of taking action than doing nothing. The discussion shows how the fear of making the “wrong” decision can deter customers even when they’ve made a logical choice.
2025-08-0620 minManaging the Customer ExperienceCognitive Barriers to ActionCognitive barriers such as performance, preference, and choice uncertainty can undermine customers’ confidence and prevent purchases. The episode outlines how difficulty in assessing benefits, ill-defined preferences, and doubts about having made the best choice lead to hesitation or reversal. Strategies like trials, social proof, and clear messaging can reduce uncertainty and facilitate action.
2025-08-0632 minManaging the Customer ExperienceAction Drivers and Action BarriersThis episode explores two key behavioral strategies for closing the gap between choice and purchase: boosting action drivers and eliminating action barriers. Action drivers work by increasing the salience of unmet needs and enhancing the attractiveness of an offering through tactics like promotions, scarcity, and perceived urgency. On the other hand, action barriers—both situational and psychological—such as friction, uncertainty, or regret, can stall decision-making, and overcoming them is often more effective than simply pushing harder for action.
2025-08-0630 minManaging the Customer ExperienceFrom Choice to PurchaseThis episode explores the gap between customer choice and actual purchase, emphasizing how decisions often don’t immediately translate into action. It discusses the influence of marketing, social pressure, and context on shifting or delaying purchase behavior. The episode highlights how companies can use decision and behavioral nudges to guide customers toward completing their purchases.
2025-08-0617 minManaging the Customer ExperienceCreating Value in Business MarketsThis episode examines decision-making in business markets through the lens of behavioral science, showing that managers—like consumers—are influenced by functional, psychological, and financial considerations. It emphasizes the complexity of business purchases, which often involve multiple stakeholders with distinct roles and goals. The episode also highlights how translating functional benefits into economic value can help companies justify premium pricing and improve customer alignment.
2025-08-0625 minManaging the Customer ExperienceThe Power of DefaultsThis episode explores how default options powerfully shape decisions by reducing effort, leveraging loss aversion, and signaling social norms or implicit endorsements. It distinguishes between hard and soft defaults and shows how defaults influence choices in areas ranging from organ donation to subscription services. The episode emphasizes how thoughtful use of defaults can guide better outcomes for both businesses and consumers.
2025-08-0620 minManaging the Customer ExperienceChoice Overload and Decision FatigueThis episode discusses how having too many options can lead to choice overload, reducing decision satisfaction and purchase likelihood. It explores strategies for simplifying choices, such as limiting assortments, using defaults, or helping customers clarify preferences. The episode also examines decision fatigue—how mental depletion from repeated decision-making can impair judgment and self-control across contexts.
2025-08-0632 minManaging the Customer ExperienceThe Invisible Influence of Choice ContextThis episode examines how seemingly irrelevant factors in the choice environment—like framing, order, and comparisons—influence what people choose. It delves into context effects such as the compromise and attraction effects, showing how marketers can shape preferences by manipulating the choice set. The discussion reveals how understanding these hidden influences can lead to better product positioning and decision architecture.
2025-08-0624 minManaging the Customer ExperienceChoice Based on ReasonsThis episode explores how people often make choices not just based on preferences but also to justify those choices with reasons. It illustrates how providing reasons can change what people choose, even when the underlying preferences remain unchanged. The episode highlights the power and pitfalls of reason-based choice in both personal and professional decision-making contexts.
2025-08-0621 minManaging the Customer ExperienceThinking and DecidingThis episode introduces the two main systems of thinking—automatic (System 1) and deliberate (System 2)—and how they shape our decisions. It explores how intuition often drives everyday choices, while deliberate reasoning is used when stakes are high or when we’re uncertain. The discussion highlights how both systems interact and how recognizing their roles can improve decision quality.
2025-08-0630 minManaging the Customer ExperienceDrawing InferencesWhen information is incomplete, consumers make inferences based on visible cues using halo effects or compensatory logic. This episode explains how price, shape, or brand reputation can lead to assumptions about unobservable attributes, often altering the actual consumption experience. It also explores how highlighting flaws can build credibility and how compensatory reasoning influences evaluations of product specialization.
2025-08-0619 minManaging the Customer ExperienceThinking in CategoriesPeople often evaluate products qualitatively by sorting them into categories, leading to mental shortcuts and biases such as stereotyping and unit bias. The episode explores how categorization influences everything from perceptions of price and product quality to food choices and life goals. It reveals how categorical thinking simplifies decision-making but can distort value perceptions and mislead consumers.
2025-08-0632 minManaging the Customer ExperienceDimensions of Customer ValueCustomer value is multi-dimensional, encompassing functional, psychological, and monetary aspects that interact to shape the customer experience. This episode highlights how companies like Tesla and Warby Parker successfully address all three dimensions, while Gillette’s overemphasis on functionality led to market disruption. It underscores the need for a balanced value proposition to maintain competitive advantage.
2025-08-0620 minManaging the Customer ExperienceThe Principle of Diminishing Marginal ValueThis episode examines the diminishing marginal value principle, which explains why improvements in a product’s performance have decreasing impact as performance levels rise. It illustrates how companies must be strategic in deciding which attributes to improve and when to stop. The discussion also covers how combining or separating experiences can alter perceived value, especially for gains and losses.
2025-08-0621 minManaging the Customer ExperienceThe Principle of Loss AversionLoss aversion explains why losses hurt more than equivalent gains feel good—a core principle in understanding customer reactions and choices. The episode shows how this bias influences everything from investment behavior to pricing perceptions, and why customers resist product changes even when new offerings are objectively superior. It also introduces the endowment effect and discusses the critical role consistency plays in creating reliable customer experiences.
2025-08-0619 minManaging the Customer ExperienceThe Principle of Reference-Point DependenceThis episode unpacks the concept of reference-point dependence, illustrating how people assess value based on comparisons to a known benchmark rather than absolute performance. Examples from Olympic medalist satisfaction and retail pricing demonstrate how anchoring and perceived gains or losses shape decision-making. It also highlights the anchoring bias, showing how irrelevant cues can significantly skew our evaluations.
2025-08-0621 minManaging the Customer ExperienceUnderstanding Customer ValueThis episode explores how customer value is defined not by the attributes of a product but by the benefits and costs as perceived by customers. It emphasizes the importance of aligning offering attributes with customer needs to create meaningful value and highlights how attribute evaluability varies with customer expertise. The discussion concludes with the value function and its three behavioral foundations: reference-point dependence, loss aversion, and diminishing marginal value.
2025-08-0623 min
Managing the Customer ExperienceFunctional LoyaltyThis episode explores functional loyalty, which is driven by customers’ satisfaction with the tangible benefits of a company’s offering. It highlights the role of performance consistency, reliability, and value in fostering repeat purchases. The discussion also covers strategies for enhancing functional loyalty, such as improving product quality, offering superior service, and delivering value-for-money propositions.
2025-08-0626 minManaging the Customer ExperienceManaging Customer InvolvementThe episode outlines the “involvement gap” between highly engaged managers and largely indifferent consumers, who make most decisions using quick, intuitive thinking. It emphasizes the importance of designing simple, user-friendly offerings and communication that resonates with low-involvement customers. Examples like the Sony Walkman and ineffective contrast-based ads show how to avoid common marketing pitfalls in a world of limited attention.
2025-07-3127 minManaging the Customer ExperienceThe Power of AssociationsThis episode dives into how mental associations shape beliefs and influence decision-making via two primary routes: central (analytical) and peripheral (automatic). It explains how marketers can create effective associations using colors, influencers, product placement, and top-of-mind positioning. The discussion also addresses strategies to manage attention and reduce resistance to persuasion.
2025-07-3123 minManaging the Customer ExperienceFocus, Primacy, and FluencyThis episode examines how what we focus on shapes our perceptions of importance, attractiveness, and truth. It covers the focusing illusion, primacy effects, and processing fluency, showing how even subtle cues like presentation order or ease of reading influence preferences and credibility. Through studies and examples, it highlights the subconscious power of attention and repetition in forming beliefs.
2025-07-3121 minManaging the Customer ExperienceDrawing AttentionThe episode discusses how attention—our selective gateway to perception—determines which information is processed and remembered. It breaks down the physical and psychological triggers that attract attention, such as visual contrast, emotional relevance, and curiosity. Listeners also learn how attention influences memory encoding and how heuristics like availability and affect shape decision-making.
2025-07-3122 minManaging the Customer ExperienceThinking Fast and SlowThis episode explores the dual-system theory of human cognition, distinguishing between the fast, intuitive System 1 and the slower, analytical System 2. It highlights how most decisions are subconsciously shaped by System 1, often leading to cognitive shortcuts and biases. The episode reveals how the two systems interact in shaping perception, attention, and behavior, with real-world examples like the bat-and-ball problem and wine preferences.
2025-07-3114 minManaging the Customer ExperienceIdentity TriggersIdentity triggers focus on consumers’ need for self-expression, status, and personal values, making them the most personally relevant of all triggers. This episode explores status-based triggers like luxury goods and class signaling, alongside personality-based triggers that reflect beliefs and individuality. Through cases like King Frederick’s potato strategy and Betty Crocker’s cake mix, it highlights how aligning with self-identity can transform behavior.
2025-07-3121 minManaging the Customer ExperienceEmotional TriggersThis episode explores how brands use emotional triggers to tap into consumers' desire for pleasure, excitement, and security—or to provoke fear and anxiety to drive action. Positive triggers such as enjoyment, love, nostalgia, and peace of mind are contrasted with negative triggers like fear of rejection or missing out. With examples from Coca-Cola to Listerine, the episode shows how emotions can shape perception, drive behavior, and enhance brand attachment.
2025-07-3121 minManaging the Customer ExperienceUtilitarian TriggersFocused on practical needs, this episode discusses how utilitarian triggers motivate behavior by emphasizing functionality and financial value. It contrasts functional triggers (like those used by TiVo and Ginsu knives) with monetary triggers (like those used by Dollar Shave Club) to show how activating a dormant need can spark consumer demand. Listeners will gain insight into how saving time, money, or effort can be just as motivating as solving an urgent problem.
2025-07-3117 minManaging the Customer ExperienceTriggers as Action DriversThis episode examines how triggers—both internal and external—activate dormant customer needs and drive action. It distinguishes between physiological and psychological triggers, as well as situational and marketing cues, to show how companies can strategically initiate behavior change. Highlighting examples like Pepsodent and New Year’s resolutions, it underscores the importance of choosing the right need to trigger for maximum impact.
2025-07-3122 minManaging the Customer ExperienceDesigning Meaningful TriggersThis episode explores the foundational role of unmet needs in driving customer behavior and decision-making. It introduces a hierarchy of customer needs—utilitarian, emotional, and identity—and explains how each type shapes consumer choices. Listeners will learn how active need states like discomfort and problems motivate behavior, while states like delight and indifference often result in inertia.
2025-07-3123 minManaging the Customer ExperienceManaging the Customer Experience: From Intuition to ScienceThis episode introduces a science-based approach to managing customer experience, contrasting it with traditional reliance on intuition and personal judgment. It outlines the seven stages of the customer experience—from need activation to repurchase—and presents a strategic framework for addressing each stage. Emphasizing the role of behavioral science, the episode highlights how insights into customer beliefs, emotions, and motivations can inform more effective decisions and foster long-term loyalty.
2025-07-2923 min
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2024-10-0500 min
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2024-08-2000 min
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2024-08-1900 min
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2024-08-0800 min
Journey Through Your Day With A Game-Changing Full Audiobook.Kellogg on Marketing, 3rd Edition: The Marketing Faculty of the Kellogg School of Management 3rd Edition by Alexander Chernev, Philip KotlerPlease visithttps://thebookvoice.com/podcasts/1/audiobook/702250to listen full audiobooks.
Title: Kellogg on Marketing, 3rd Edition: The Marketing Faculty of the Kellogg School of Management 3rd Edition
Author: Alexander Chernev, Philip Kotler
Narrator: Tim Andres Pabon
Format: Unabridged Audiobook
Length: 17 hours 36 minutes
Release date: June 27, 2023
Ratings: Ratings of Book: 5 of Total 1
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Genres: Marketing & Advertising
Publisher's Summary:
The ultimate marketing resource from the world’s leading scholars From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on t...
2023-06-275h 36Listen to the Best Full Audiobooks in Business & Economics, Marketing & AdvertisingKellogg on Marketing, 3rd Edition: The Marketing Faculty of the Kellogg School of Management 3rd Edition by Alexander Chernev, Philip KotlerPlease visithttps://thebookvoice.com/podcasts/1/audiobook/702250to listen full audiobooks.
Title: Kellogg on Marketing, 3rd Edition: The Marketing Faculty of the Kellogg School of Management 3rd Edition
Author: Alexander Chernev, Philip Kotler
Narrator: Tim Andres Pabon
Format: Unabridged Audiobook
Length: 17 hours 36 minutes
Release date: June 27, 2023
Ratings: Ratings of Book: 5 of Total 1
Ratings of Narrator: 4 of Total 1
Genres: Marketing & Advertising
Publisher's Summary:
The ultimate marketing resource from the world’s leading scholars From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on t...
2023-06-275h 36