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Showing episodes and shows of
Braeden Matson
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The Brand Burger Podcast
Ep. 26 | “Brand Marketing” Doesn’t Mean Anything | Defining Little b brand, Big B Brand & Branding | Mental & Physical Availability | Talking Brand to CFOs & Business Leaders
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-05-07
28 min
The Brand Burger Podcast
Ep. 25 | "Brand, Demand & Expand" Critiqued | Brand Marketing & Brand Advertising | The Gymshark Problem & How Brand Really Works
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-04-11
27 min
The Brand Burger Podcast
Ep. 24 | 50% of Your Revenue Comes From This | Marketing’s Pareto Principle | Efficiency Trap & The Target Is Not the Market
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-03-31
28 min
The Brand Burger Podcast
Ep. 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 Frameworks
My Guest:https://www.linkedin.com/in/builderofwedges/Come holler at me: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-03-05
44 min
The Brand Burger Podcast
Ep. 22 | The Two Biggest Errors Marketers Make with Communications & Advertising | Executive Accountability, Strategy, Targeting and Measurement
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
2025-02-20
27 min
The Brand Burger Podcast
Ep. 21 | P&L-Centric Marketing Musings | Positioning & Targeting, CEO Directives, Setting Realistic Marketing Goals
Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
2025-01-23
10 min
The Brand Burger Podcast
Ep. 20 | Brand & Performance is a False Dichotomy | Marketing Terminology, Mental & Physical Availability, Measurement & Budgeting
In 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/
2025-01-21
30 min
The Brand Burger Podcast
Ep. 19 | An Academic & Fractional Marketing Leader Drop GOLD | Cause & Effect, Marketing Measurement, ROI & What Business Leaders MUST Know | Auke Hunneman & Christian Hollums
In 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...
2025-01-09
56 min
The Brand Burger Podcast
Ep. 18 | How to Fix a Big CAC | Why Your CAC Is Increasing | How to Diagnosis CAC Problems | Ad Fraud, ROI, CapEx. And OpEx
In 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/
2025-01-02
40 min
The Brand Burger Podcast
Ep. 17 | The STRAIGHT DOPE on Marketing Strategy | Marketing Strategy 101 | Small Brands vs. Big Brands | What Everyone Gets WRONG About Differentiation
In 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/
2024-12-20
40 min
The Brand Burger Podcast
Ep. 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 Orientation
In 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...
2024-12-18
30 min
The Brand Burger Podcast
Ep. 15 | Brand Awareness Actually Means Something | Awareness, Salience & Mental Availability | The Business Case for Awareness | Demand Creation & Demand Generation | Why Demand Gen Fails
There'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/
2024-11-25
29 min
The Brand Burger Podcast
Ep. 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 & Targeting
In 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
2024-11-22
41 min
The Brand Burger Podcast
Ep. 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 Brand
In 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/
2024-11-07
32 min
The Brand Burger Podcast
Ep. 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 Brand
Brand "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...
2024-10-30
25 min
The Brand Burger Podcast
Ep. 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. Sharp
It'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/
2024-10-28
22 min
The Brand Burger Podcast
Ep. 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 Marketing
This 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.
2024-10-17
37 min
The Brand Burger Podcast
Ep. 9 | How to Make Outbound Sales Work Better from a Marketing Perspective | The Pitfalls of Siloed GTM | How Marketing Strategy Works with Sales
Outbound 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/
2024-09-25
19 min
The Brand Burger Podcast
Ep. 8 | The Straight Dope On Digital/Performance Marketing Agencies | Red Flags And Green Flags | What To Look For When Hiring A Marketing Agency
Connect 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
2024-09-06
44 min
The Brand Burger Podcast
Ep. 7 | Creating Demand With Price?! | What Market Demand Is | Necessary Vs. Sufficient In The Context Of Price & Demand | Price Elasticity
Connect 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...
2024-08-28
15 min
The Brand Burger Podcast
Ep. 6 | Everything Market Segmentation | Pitfalls & What NOT to Do
Mmmmmmmm, 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/
2024-08-23
20 min
The Brand Burger Podcast
Ep. 5 | Everything Market Positioning | What is Positioning | Brand vs. Product Positioning | How to Position a Brand | The 3 Cs
Oof—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/
2024-08-23
45 min
The Brand Burger Podcast
Ep. 4 | How to Measure Brand Marketing's Impact for FREE
Brand 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/
2024-08-23
16 min
The Brand Burger Podcast
Ep. 3 | How B2B Buying ACTUALLY Works Based On Data | Brand, 95:5 Rule, Mental Availability & Short vs. Long
Understand how the B2B buying process actually works, the giant implications of the 95:5 rule and Bain / Google's research into B2B buying.
2024-07-20
30 min
The Brand Burger Podcast
Ep. 2 | Why ROI is Often The Wrong Measure & How to Measure Brand
ROI'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.
2024-07-18
17 min
The Brand Burger Podcast
Ep. 1 | How to Develop a Content Marketing Strategy
2024-07-17
14 min
B2B Marketing: Tomorrow's Best Practices... Today
We have a New Podcast! | Agents of Change Preview | Braeden Matson-Jones
We'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
2022-12-22
30 min
Agents of Change | B2B Agencies Best Practices
Creating Marketing Messages That Work | Braeden Matson Jones, Performance Marketing Manager
Crafting 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.
2022-12-21
29 min
Markigy: The Science of Marketing Strategy
Performance Marketing: Matching Tactics to Strategies w/ Braeden Matson-Jones
Every 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...
2022-12-06
31 min
Stacking Growth | The B2B Marketing Podcast
S2 E15 - Cognitive Biases and Their Implications for Marketers
Whether 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...
2022-06-23
30 min