Shows
Marketing MasterClass - Psychology in Communication33. Power of serendipity in building brand conceptsIn 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.
2023-08-0406 min
Marketing MasterClass - Psychology in Communication32. Obliquity as a shortcut to build important brand equitiesIn 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.
2023-07-2707 min
Marketing MasterClass - Psychology in Communication31. Simple 5 benefits of Celebrity EndorsementIn 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!
2023-06-1709 min
Marketing MasterClass - Psychology in Communication30. What do we need loyal consumers forIn 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 successfully.
Enjoy & see you in the next episode!
2023-05-2707 min
Marketing MasterClass - Psychology in Communication29. Marketer as ScientistThis 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 scientists when the world's trust in data has been so severely eroding for years.
Share you thoughts at michal.szaniecki@pentonica.net.
See you in the next episode!
2023-05-2010 min
Marketing MasterClass - Psychology in Communication28. Is it more important to be different or distinctive?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 for the growth of our brand.
As always, share your thoughts at michal.szaniecki@pentonica.net.
And see you in the next episode!
2023-05-1410 min
Marketing MasterClass - Psychology in Communication27. Incrementality illusionIn 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 final effect much better - which will eventually reduce th erisk of our organizations investing in something with a negative ROI.
Share your thoughts as always on michal.szaniecki@pentonica.net.
See you in the next episode!
2023-05-0707 min
Marketing MasterClass - Psychology in Communication26. Scarcity Effect decodedIn 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 finally know a bit more which scarcity works better for which categories. Restricting time? Restricting availability? Supply?
Let's dive in!
Thank you for all your comments - please continue with sharing your experiences at michal.szaniecki@pentonica.net
2023-04-2915 min
Marketing MasterClass - Psychology in Communication25. Bigger Logo, ChatGPT!In this episode we talk about ChatGPT impact on our business in marketing. Of course we do, everybody does. We're not touching the fact that almost all AIs were launched without a proper policy, regulations, watermarking of the AI-generated materials, that ethics teams were ignored at most of the big players trying to launch their AIs as soon as possible.
We are focusing exclusively on the brand building process and how generative AI can help us, what it can do and what it cannot do. And what we should do about it. It's most likely just the...
2023-04-0915 min
Marketing MasterClass - Psychology in Communication24. How we should invest in Brand Building vs Performance MarketingNew Year's resolution: invest smarter in my brand. But how exactly?
In this episode we're collecting relevant insights from key marketing gurus and showcasing well documented brand choices to try to answer how to start thinking about our marketing budgets and how to assign them to building our brand salience (which is so darn difficult to explain to our CFO/CEO - as well as to the Performance Marketing, which offers very quick "results" but typically very short-term ones.
Enjoy and let me know your thoughts as always on michal.szaniecki@pentonica.net.
2023-01-0811 min
Marketing MasterClass - Psychology in Communication23. In-housing media buyingAfter a longer break dedicated to move to Australia - in the new episode we will talk about the experiences from in-housing media buying. We will talk about both perspectives - doing it vs not doing it - from business case perspective, recruiting & managing the in-house team, as well as change management in your organization.
It's not an easy choice to make and you have to be ready to fail couple of times before pulling it off. It may work great, especially when the 1st party data becomes so critical in the cookie-less world. But staying with...
2022-09-2510 min
Marketing MasterClass - Psychology in Communication22. How to win Effie AwardThis episode coincides with Effie Award galas around the world. The most prestigious award a marketer can get. True Oscar in brand building. Do you have to be a big brand to win it? I want to believe, not. I've been sitting on Effie Juries, incl. Effie Europe - and I believe any brand with powerful idea that worked - can and should take part and can win. I'm sharing some pragmatic tips how to prepare a good Effie entry.
Fingers crossed for your Effie success!
2021-10-2912 min
Marketing MasterClass - Psychology in Communication21. Vessels & Harbors - our time with brandsI found the inspiration for this episode while watching Netflix .. far too long. How much time should we dedicate to brands? Do they think about it? Do we pick them taking into account the time-investment factor?
We will look into this from the perspective of brands which bridge us to solutions or rewards - or are solutions or rewards themselves.
Please share your experiences! Enjoy!
2021-08-2313 min
Marketing MasterClass - Psychology in Communication20. Fly against all odds - repositioning our potentialsHello,
In this episode we look at losers. All data will tell us to focus on our strengths. But apparently there is a bumblebee in the nature. It flies the fastest although has nothing but weaknesses: too fat body, too short wings.
If you cannot ignore or eradicate weaknesses, there is an interesting bumblebee combo that may turn them into pretty strong contributors to your brand building.
Enjoy - and as always, share your comments on pentonica.net!
2021-06-1909 min
Marketing MasterClass - Psychology in Communication19. Cornered to Wow - how procurement-led world makes marketers more daringIn this episode I try to identify the silver lining for the troubling trend of making all brand building decisions with dominant role of the procurement department in our organizations. Procurement must compare to make their decisions - what if we take that option away from them? What if we turn to game changers and innovators with whom we might be building our brands more effectively, and thus successfully escaping from the naked numbers in an excel file laying out manhours fee. Creative people out there will definitely appreciate it - and total level of innovativeness in the market...
2021-06-0906 min
Marketing MasterClass - Psychology in Communication18. Darn Long Wait - winning consumer's heart when you are late delivering your productsIn this episode, basing on my own experience, I lay out very smart customer care tactics applied by Gibson guitar maker that could be easily applied in many categories suffering from prolonged delivery times driven by pandemics. 36% of consumers suffer substantial shipping delays - but there is an effective way not only to keep their order, but also to build their bond with your brand while they are waiting.
Enjoy and as always, please share your thoughts on pentonica.net.
2021-06-0208 min
Marketing MasterClass - Psychology in Communication17. Brand's Job - fixers and boostersThis episode is inspired by many experiences with Brands that have lost their clarity in what consumer's goal they intend to address.
They tell beautiful stories, they seem to have aspirational missions & visions - but they lack the brutally simple answer: what do they actually do.
Consumers wouldn't care if over 70% of brands disappeared tomorrow. They need brands to fix their pains or boost their gains. I present a very simple approach to define your Brand's Job that can navigate your marketing activations, portfolio composition, communication leitmotif, competitive framework and profitability expectation.
As...
2021-05-2309 min
Marketing MasterClass - Psychology in Communication16. Mt. Stupid - best trip to be late with innovationsIn this episode we are visiting Mt. Stupid. Defined by Dunning & Kruger, a typical overconfidence effect coming with too little knowledge but too excessive desire to share one's opinion based on no facts or data, just driven by illusory superiority bias. And constituting a serious roadblock for an innovation to have a fast-forward diffusion process in the organization. All that losing pioneer benefit of high demand, margins & loyalty.
We've all been there. I'm sharing my successful experiences how not to climb Mt. Stupid - very happy to learn your experiences how you are pitching your innovative ideas...
2021-05-1905 min
Marketing MasterClass - Psychology in Communication15. Best Practice - nemesis of progress?Can Best Practices help grow our Brands faster? If so, are they blocking the true potential of Brands & Marketing Teams? When to resort to them, when to avoid them. Sharing practical experiences from diverse industries and 3 tips to observe in your Teams.
I would love to learn your take on this topic, please share at:
michal.szaniecki@pentonica.net
2021-05-1705 min
Marketing MasterClass - Psychology in Communication14. Creativity - with or without constraints?In this episode I'm sharing the insights from meta-research on creativity, enriched with Pentonica's own experience. When looking for the maximum potential of your creative & innovative ideations, you will most likely benefits the most when some smart constraints are imposed within the process. "There are no bad ideas" in the brainstorm session does not work effectively.
I'm presenting 6 hints for the winning formula how to run creative / innovativeness sessions - with hope to collect thoughts from the listeners' experiences.
Enjoy & share!
www.pentonica.net
michal.szaniecki@pentonica.net
2021-05-0208 min
Marketing MasterClass - Psychology in Communication13. Bite-size take-away of Psychology in CommunicationWe have arrived - the last episode is a brief recap of what we have covered in this series of Marketing MasterClass by Michal Szaniecki. From how our brain works, through two distinctive routes of communications you may use.
Central Route with its high attention and low memorizing capacity - perfect if you are alone in a category or are unbeatable by competition.
And Peripheral Route - where you bypass the sleeping brain of your consumers to infuse your brand's essence and emotions into their lives. Non-intrusive and highly effective - although we're not entirely...
2021-04-0405 minMarketing MasterClass - Psychology in Communication12. Pragmatic Toolbox to beef up your communication powerFor the pre-last episode we prepared a pragmatic toolbox that should help you boost your communication's KPI in both Central and Peripheral Route of communications. Priming, CX, tickling your brain and couple of others.
https://pentonica.net
2021-04-0408 minMarketing MasterClass - Psychology in Communication11. Briefly into emotionsThis episode we dedicate fully to emotions. Simple approach - very important role. We all understand it: it's highly problematic when talking to your CEO about their impact on P&L - but how important they can really be is beyond CEO's payroll.
https://pentonica.net
2021-04-0404 minMarketing MasterClass - Psychology in Communication10. Metacommunication - saint grail for successful behavior changeIf content is king, then context is queen - and as we know, behind every successful kind there is even more successful woman. That's an accurate allegory to how important is the context of your message to consumers. Not only is it this magic coming from your creative agency - it can also incredibly effectively drive your numbers.
https://pentonica.net
2021-04-0409 minMarketing MasterClass - Psychology in Communication09. Peripheral Route: more examples to get the gistIn this episode we are making this route of communications even more clear & simple to understand with examples we are all familiar with. And they worked great although frequently we are not sure why.
https://pentonica.net
2021-04-0404 minMarketing MasterClass - Psychology in Communication08. Peripheral Route: low attention - high memory capacity & emotionsIn this episode we will cover the Peripheral Route of communications. It's interesting because we do not understand totally how it functions. But one is certain: subconscious favorability can easily drive your brand's rational superiority if played well.
https://pentonica.net
2021-04-0406 minMarketing MasterClass - Psychology in Communication07. Central Route: its traps and how to overcome themCentral Route can be effective - but you need to consider some traps along the way. Peripheral filtering, counter-argumentation, working memory deficits, overload - to name just a few. Ah, and yes, we will talk about sex as well.
https://pentonica.net
2021-04-0409 minMarketing MasterClass - Psychology in Communication06. Central Route: high attention - low memory capacityIn this episode we dive deep into the Central Route of communications. Characterized by high attention of consumers' perception, limited learning & memorizing capacity. Can be highly effective if you're alone in a category - or highly ineffective if your message can be counter-argued by our almighty brains.
https://pentonica.net
2021-04-0410 minMarketing MasterClass - Psychology in Communication05. Two routes of communications in detailIn this episode we will learn more details about the two routes of communications - Central Route and Peripheral Route. Each can be powerful, but they both have their clear specificity and you want to use them alternatively - depending on your brand objective. High attention to your communication can be as much positive as negative. Low attention does not have to be bad at all. Let's jump right in!
https://pentonica.net
2021-04-0410 minMarketing MasterClass - Psychology in Communication04. From brain capacity to two routes of brand communicationsSince we now understand how human's brain processes any communications - in this episode we will simplify the science and will make a pragmatic definition for two distinctive routes for your communication to work. We will start to depict a clear context and circumstances when each of the routes can be more effective for your brand.
https://pentonica.net
2021-04-0408 minMarketing MasterClass - Psychology in Communication03. How humans process communicationsIn this episode we will see how people consume communications to understand how marketers can use these learnings. From perception tricks, through learning and memorizing capacity of our brains. All that is a starting point to shape your brand's message and its context to resonate with your consumers. With a clear goal to change how they think & behave.
https://pentonica.net
2021-04-0406 minMarketing MasterClass - Psychology in Communication02. Why declarative evaluation of brand communications falls short of your expectationIn this episode we are covering the topic of persuasiveness-based consumer research. As much as they are simple to use and can easily provide a strong argument in a CEO office when contracting your next year's marketing budget - they can be frequently misleading for you as a marketer.
https://pentonica.net
2021-04-0404 minMarketing MasterClass - Psychology in Communication01. Introduction to Marketing MasterClass - Psychology in CommunicationWelcome 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.
My goal is to share multi-category cross-geography experiences that clearly have proven to be working or not working when communicating your brand. I'm trying to provide some advanced tips & tricks to get a bigger bang for your marketing buck or to avoid errors...
2021-04-0402 min
POLACY RATUJĄCY ŻYDÓWByli ludzie i ludziska – Marianna i Szczepan Hara, RytwianyW 1996 roku podczas dwóch uroczystości w Polsce medale Sprawiedliwych Wśród Narodów Świata odebrali przedstawiciele 7 rodzin z Rytwian i Czajkowa. Ponad 50 lat wcześniej, w czasie II wojny światowej wszyscy odznaczeni solidarnie zaangażowali się w pomoc kilkunastu Żydom, którzy przebywali w getcie w Staszowie. Pomoc zainicjowała młoda nauczycielka Irena Dyrcz. Zorganizowała ona ucieczkę Żydów z getta i przy współpracy z Marią i Szczepanem Gawłami namówiła grupę Polaków do udzielenia schronienia uciekinierom. Wśród ukrywających była m.in. Marianna Hara i jej mąż Szczepan. Jak wspomi...
2020-05-1814 min