Guest: Prof. dr. Koen Pauwels, Northeastern University
Brandingmag premieres its first podcast series, “Branding over Wine”, which promises to move away from the platitude of most podcasts and offer genuinely insightful and practical (albeit entertaining) discussions.
Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
Branding over Wine is hosted by Martin Schiere, an A-grade marketer himself and a regular Brandingmag contributor. Martin is a seasoned, hands-on manager and commercial leader with over 15 years of experience in accelerating or restoring growth to organizations. He combines cutting-edge strategies and marketing insights with practical implementation. His expertise definitely makes this podcast stand out.
Martin’s guest on this episode, Prof. dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, talks about how mature and emerging markets imply different levels of importance for a brand’s assets; what and when to measure; and much more – all through the lens of his impressive studies and work experience.
“We basically found differentiation matters and it matters more if you’re a smaller brand or if you’re in an emerging market.”
The discussion swarms with examples and case studies, from which we can name a few to peak your interest:
- Nissan ran a test with an unbranded (Nissan) car, which revealed a great illusion of brand equity and a sizeable equity gap between them and Toyota;
- A study done in Brazil and the UK surfaced how marketing funnels have different shapes – and the variation that brings in generating awareness and consideration;
- The difference in purpose between product and service brands, masterly pictured with the examples of Nike, Patagonia, and Starbucks;
- and more
Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every business. If you’re looking to grow your brand or community – locally, internationally, or across cultures – this one’s for you.