Shows
The Brand Burger PodcastEp. 30 | Will Stevens | Strategy vs. Tactics, Discipline, Operational Optimizations | Lessons for Executives & Leaders | Career & Personal Development for MarketersIn this conversation, Will and I dive into the intricacies of marketing strategy, exploring the distinction between strategy and tactics, the impact of organizational incentives, and the challenges faced by marketers in the B2B SaaS landscape. We discuss the importance of clarity, coherence, and communication in building effective marketing strategies, as well as the need for honest assessments of business health. Will shares valuable career advice for marketers navigating complex organizational dynamics, emphasizing the importance of protecting one's peace and pursuing meaningful work.
2026-01-1135 minThe Brand Burger PodcastEp. 29 | Paul Ruscoe | Advertising Effectiveness, Why ROAS Is Dumb, What Brand Means, Balancing Brand & Performance, Expectation Setting & More | 6x Director & Current VP @ IncubetaMy Guest:Paul is a 6x Director, current VP of Market Intelligence and award winning media strategist across multiple markets.He's Ex. OMG, WPP, Publicis, Jellyfish and currently at Incubeta.He's worked with brands like Kellogg, Pfizer, Microsoft, SCJ, Coca Cola, Apple, Sony Entertainment/Pictures, GSK, MSD, Lion Breweries, 20th Century Fox, Bunnings Warehouse, Go.Compare, Sanofi, J.A.L, and Adtalem.Links:https://www.linkedin.com/in/paulruscoe/https://incubeta.com/Come holler: https://www.linkedin...
2025-09-0436 minThe Brand Burger PodcastEp. 28 | A Marketer’s Shark Tank Reaction | What We Can Learn About Business & MarketingOriginal Video: https://www.youtube.com/watch?v=HObj7ISWnbQCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-08-0529 minThe Brand Burger PodcastEp. 27 | Understand This BEFORE Hiring an Agency | Agency Incentives, Business Model & Pitfalls | How to Hire a Marketing Agency Without Wasting Money | The Future of Agencies & ConsultingCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-07-3027 minThe Brand Burger PodcastEp. 26 | “Brand Marketing” Doesn’t Mean Anything | Defining Little b brand, Big B Brand & Branding | Mental & Physical Availability | Talking Brand to CFOs & Business LeadersCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-05-0728 minThe Brand Burger PodcastEp. 25 | "Brand, Demand & Expand" Critiqued | Brand Marketing & Brand Advertising | The Gymshark Problem & How Brand Really WorksCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-04-1127 minThe Brand Burger PodcastEp. 24 | 50% of Your Revenue Comes From This | Marketing’s Pareto Principle | Efficiency Trap & The Target Is Not the MarketCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-03-3128 minThe Brand Burger PodcastEp. 23 | Ryan Mitchell | The Framework to Drive Massive Business Results | How to Use AI and How Not to | Optimizing Your Sales Process | Wants vs. Needs, Content Marketing Strategy and AI FrameworksMy Guest:https://www.linkedin.com/in/builderofwedges/Come holler at me: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-03-0544 minThe Brand Burger PodcastEp. 22 | The Two Biggest Errors Marketers Make with Communications & Advertising | Executive Accountability, Strategy, Targeting and MeasurementCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-02-2027 minThe Brand Burger PodcastEp. 21 | P&L-Centric Marketing Musings | Positioning & Targeting, CEO Directives, Setting Realistic Marketing GoalsCome holler:
https://www.linkedin.com/in/braeden-matson/
https://www.growthquotient.com/
2025-01-2310 minThe Brand Burger PodcastEp. 20 | Brand & Performance is a False Dichotomy | Marketing Terminology, Mental & Physical Availability, Measurement & BudgetingIn this episode, I discuss why I've dispensed with the "brand & performance" dichotomy and what to use instead.
Give me a shout:
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
2025-01-2130 minThe Brand Burger PodcastEp. 19 | An Academic & Fractional Marketing Leader Drop GOLD | Cause & Effect, Marketing Measurement, ROI & What Business Leaders MUST Know | Auke Hunneman & Christian HollumsIn this episode, I give the mic to Auke Hunneman & Christian Hollums; two incredibly smart and experienced individuals.
As a marketing and business leader, this conversation is one of the most important things you'll listen to this year.
We cover:
Why Philosophy is relevant to marketing (it really, really is)
First vs third person perspectives in business & customer centrism
The mechanistic worldview and what this means for ROI and competitive advantage
Understanding complex systems and the implications for business & marketing
Causality deep dive
Why intuition...
2025-01-0956 minThe Brand Burger PodcastEp. 18 | How to Fix a Big CAC | Why Your CAC Is Increasing | How to Diagnosis CAC Problems | Ad Fraud, ROI, CapEx. And OpExIn this episode, I go deep on CAC. Why it's high and what to do about it step by step. I also talk through ROI, the difference between a Cap.Ex and OpEx and how to think about these two in the marketing context.
Give me a shout:
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
2025-01-0240 minThe Brand Burger PodcastEp. 17 | The STRAIGHT DOPE on Marketing Strategy | Marketing Strategy 101 | Small Brands vs. Big Brands | What Everyone Gets WRONG About DifferentiationIn this episode, I go deep on marketing strategy, what it is and how to execute one.
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
2024-12-2040 minThe Brand Burger PodcastEp. 16 | Oliver JP Osborne | How to Drive Revenue with Customer Orientation | What Companies Don't Know | Market Research Fundamentals | How to Drive Innovation with Market OrientationIn this episode, I talk to Oliver JP Osborne, Founder, Consultant and market research expert.
We cover powerful ground here, including:
What is an “orientation” in this context?
How to drive revenue with customer orientation
What is market orientation?
How else can you be oriented?
How do you do market research at different budget levels?
How to innovate in the context of market orientation (common objections to research and Steve Jobs and Henry Ford)
Connect with Oliver: https://www.linkedin.com/in/oliver-j-p-osborne/
Connect with me: https://www.linkedin.com/in/b...
2024-12-1830 minThe Brand Burger PodcastEp. 15 | Brand Awareness Actually Means Something | Awareness, Salience & Mental Availability | The Business Case for Awareness | Demand Creation & Demand Generation | Why Demand Gen FailsThere's been a lot of claims about "brand awareness" lately that are incorrect.
In this episode I go deep on:
• What awareness actually is
• Aided vs. unaided
• Awareness, salience & mental availability
• Awareness & demand creation
& more.
Connect with me: https://www.linkedin.com/in/braeden-matson/
2024-11-2529 minThe Brand Burger PodcastEp. 14 | John James | WTF Is Brand, Why Does It Matter and How Do We Measure It | Become Your CFO’s Best Friend | 95:5 Rule, CEPs, ROI vs. Financial Payback, Segmentation & TargetingIn this episode, I speak to John James, founder, consultant, speaker & marketing leader.
We cover a lot of very useful ground:
What a Brand is & fundamental terminology
How to put strategy in place based on ARR and the importance of focus
The 95:5 rule
ROI vs. Financial payback
Why CEP & audience research is absolutely critical to success
How CEPs and Segmentation are the same thing if done right
Why you should target
Connect with John:
LinkedIn
Connect with me:
LinkedIn
2024-11-2241 minThe Brand Burger PodcastEp. 13 | How to Use Category Entry Points (CEPs) to Grow Mental Market Share | How Mental Availability Works and Why It Matters | How Advertising Works | How to Use CEPs When You’re a Small BrandIn this episode, I go deep and practical on:
What mental availability is
What mental market share is, how to measure it and why it matters
What is a CEP?
What is cued retrieval?
How to find and prioritize CEPs
How to use CEPs in advertising
How advertising works
How to budget for advertising
Connect: https://www.linkedin.com/in/braeden-matson/
Website: https://www.storybookmarketing.io/
2024-11-0732 minThe Brand Burger PodcastEp. 12 | Brand Vs. Performance Isn't a Thing | How to Deploy Brand Marketing AND Direct Response Together | Why "Performance Marketing" Is the Dumbest Term Since Marketing | Financial Case for BrandBrand "vs" performance is the dumbest thing ever and needs to stop immediately. It has never been an either or, and they are not competing, antithetical forces.
They aren't Cain and Abel.
They are the same coin, deployed at the same time, in different proportions depending on where a business is at.
They work together to produce greater business effects and profitability than doing just one.
They are conceptually different and differently measured, and in fact work on different parts of the brain.
But they are together not only...
2024-10-3025 minThe Brand Burger PodcastEp. 11 | How to F*ck It Up by Applying How Brands Grow Wrong | Why CEPs and Segmentation, Targeting & Positioning Can Achieve the Same Thing | Big Brands Are Not Small Brands | Ritson vs. SharpIt's possible to misapply the tenets of How Brands Grow, and CEPs vs. STP (segmentation, targeting & positioning) is not a versus after all.
Connect: https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
2024-10-2822 minThe Brand Burger PodcastEp. 10 | Back to School: What Marketing ACTUALLY Is | What Marketing Does | How to Measure Marketing | Clearing Up The Issue with ROI Once and For All | Essential Learning for Newcomers to MarketingThis episode covers foundational things I didn't know for much of my career. By the end, you'll be ahead of most marketers; I guarantee it.
Expect to hear:
What Marketing Is
What Marketing Does
Why Marketing Does It
How Marketing is Measured
+ a final (what really should be) nail in the coffin on the ROI conversation.
Connect:
https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
Come be a guest! DM me on LI.
2024-10-1737 minThe Brand Burger PodcastEp. 9 | How to Make Outbound Sales Work Better from a Marketing Perspective | The Pitfalls of Siloed GTM | How Marketing Strategy Works with SalesOutbound sales should be part of a unified strategy that includes marketing.
In this episode, we cover:
How outbound usually works
How outbound is part of targeting
How segmentation should happen in the real world and marketing/sales alignment
+more
Be my guest on the pod!
Connect: https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
2024-09-2519 minThe Brand Burger PodcastEp. 8 | The Straight Dope On Digital/Performance Marketing Agencies | Red Flags And Green Flags | What To Look For When Hiring A Marketing AgencyConnect with me: https://www.linkedin.com/in/braeden-matson-jones/
I've been in a lot of agencies, and most suck.
In this episode, I give you an inside, "how the sausage is made" perspective on digital/performance marketing agencies.
Expect to hear:
How an agency works
Why agencies fail to deliver
Does size matter?
Red flags
Green flags
2024-09-0644 minThe Brand Burger PodcastEp. 7 | Creating Demand With Price?! | What Market Demand Is | Necessary Vs. Sufficient In The Context Of Price & Demand | Price ElasticityConnect with me: https://www.linkedin.com/in/braeden-matson-jones/
There is a secret way to do demand gen that no one is talking about: lower your prices.
I'm kind of serious, in that 𝗶𝗳 the parameters by which you define market demand include "what consumers in a market are willing to pay for a specific good in a specific market", then yes, you can create demand by lowering prices.
However, the problem here is that if I don't want or need something, lowering the prices will not influence my purchase behaviour.
For exampl...
2024-08-2815 minThe Brand Burger PodcastEp. 6 | Everything Market Segmentation | Pitfalls & What NOT to DoMmmmmmmm, pie. Pie slices. More specifically, segmentation. What is it?
Expect to hear the main places where brands go wrong here and how to avoid these mistakes. We also touch on the criticism of segmentation as a practice.
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
2024-08-2320 minThe Brand Burger PodcastEp. 5 | Everything Market Positioning | What is Positioning | Brand vs. Product Positioning | How to Position a Brand | The 3 CsOof—the big one. So hot right now.
Positioning.
Expect to hear:
What positioning is
The difference between brand positioning and product/segment positioning
My favourite positioning framework
How to do it in practice
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
2024-08-2345 minThe Brand Burger PodcastEp. 4 | How to Measure Brand Marketing's Impact for FREEBrand marketing is hard to measure, but so is almost everything that's effective.
In this episode, expect to learn how to measure brand marketing without any added funds & nothing added to your tech stack.
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
2024-08-2316 minThe Brand Burger PodcastEp. 3 | How B2B Buying ACTUALLY Works Based On Data | Brand, 95:5 Rule, Mental Availability & Short vs. LongUnderstand how the B2B buying process actually works, the giant implications of the 95:5 rule and Bain / Google's research into B2B buying.
2024-07-2030 minThe Brand Burger PodcastEp. 2 | Why ROI is Often The Wrong Measure & How to Measure BrandROI's impact and the measure of ROI are different things. This confusion I believe is singlehandedly ruining many business'.
In this episode, we discuss the difference & how to measure brand marketing.
2024-07-1817 min2024-07-1714 min
B2B Marketing: Tomorrow's Best Practices... TodayWe have a New Podcast! | Agents of Change Preview | Braeden Matson-JonesWe're so excited to share an episode of our new podcast, Agents of Change. In this show, we interview agency marketers affecting change in their organizations by using best practices. Check out the podcast's full feed on Spotify here, or find the full episodes on our YouTube channel, youtube.com/@leadtail
2022-12-2230 min
Agents of Change | B2B Agencies Best PracticesCreating Marketing Messages That Work | Braeden Matson Jones, Performance Marketing ManagerCrafting marketing messages is complex: Get too ambitious, and suddenly you're bending the truth. On the other hand, don't include enough, and you're selling yourself short.
Braeden Matson Jones, Performance Marketing Manager at Refine Labs joins your host Danielle O'Neill to discuss product messaging, building an ICP, customer research, how to think about your marketing data in an effective way, and lead attribution.
2022-12-2129 min
Markigy: The Science of Marketing StrategyPerformance Marketing: Matching Tactics to Strategies w/ Braeden Matson-JonesEvery company relies on advertising at some point to attract their customers, but how do you make it work better?Changing how you do performance marketing creates the opportunity to innovate your revenue engine in new and more effective ways with strategies that show real results.Performance Marketing has many benefits like being creative and it’s an effective way to diversify your audience.How do you drive real results? Because results drive growth, demand, and revenue. It can’t be done with brute force. Today, we’re breaking down a few tru...
2022-12-0631 min
Sell Through Social Live!Performance Marketing, Demand Generations, and Marketing Measurement - Braeden Matson-Jones : 39In this episode, Joseph Lewin talks with Braeden Matson-Jones about performance marketing, demand generation, and marketing measurement.YK0bTlut8dSCig9mWU1Z
2022-11-3050 min
Stacking Growth | The B2B Marketing PodcastS2 E15 - Cognitive Biases and Their Implications for MarketersWhether you know it or not, most of the decisions you make throughout your day (especially purchasing decisions) are driven by cognitive biases. Everyone views the world, brands and products differently based on their experiences and unique worldview. So what does that mean for you as a marketer? Tory Kindlick (VP of Demand) and Braeden Matson-Jones (Performance Marketing Manager) dive into cognitive biases in today's episode of Stacking Growth. They talk about communities and other non-attributable touchpoints, as these are great examples of social influence and cognitive biases that influence purchasing decisions. Tory and Braeden also touch on negative...
2022-06-2330 min