Customers pay for brand benefits, not product attributes.

Destination Marketing: Mike Farrell President of Farrell Insight and Peter Rodriguez discuss destination marketing and how it can determine the future of a community. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

18 min listen

Successful execution comes from a good system by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

21 min listen

Data Rich But Insight Poor? - Ask "Why?", Not Only "What?": Peter Rodriguez and Mike Farrell discuss why many organizations are data rich but insight poor. They talk about the importance of overcoming the superficial approach to research in order to get to real insight that can drive consumer-centric strategy. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

36 min listen

Elections Marketing: Peter Rodriguez, CMO Brand Igniter® Inc. and Mike Farrell President of Farrell Insight, discuss insights and points of view about the importance of elections marketing. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

8 min listen

My Reaction To Three Marketing News This Week: Peter Rodriguez reacts to three marketing news this week: The growth of TikTok as a media channel, the split of Kellogg to focus on snacking and the Cannes awards. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

15 min listen

Celebrity endorsement in advertising: In this episode, Peter Rodriguez and Mike Farrell talk about the value of celebrity endorsements and examples of brands that have been recognized with important industry awards for their creativity in building and growing businesses. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

31 min listen

Habits and rituals in marketing: Peter Rodriguez and Mike Farrell discuss the importance of insight, habits and rituals when marketing consumer products like coffee and confectionery. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

37 min listen

Give your customers the benefits they want so you can expand your business.: Peter Rodriguez discusses the importance of giving customers the benefits they want so you can expand your business. He discusses why product attributes are not enough to differentiate a brand and expand a business. Brand benefits that are relevant to the customer are the key to build value, justify premium price and enable high margins. Creating brand benefits and then delivering the brand promise with products and services are the key to brand expansion by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

20 min listen

Building Your Personal Brand In The Age Of Social Media: A personal professional brand is an asset in the age of social media. In this episode, Peter Rodriguez shares a strategic framework to build a professional brand in a keynote at Humber College Your circle of influence is determined by who knows you and what they think of you when your name comes to mind.. When people understand your brand benefit, they can remember and repeat it to others. This impacts your business and career. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

50 min listen

The change in eating habits and new business opportunities for marketers.: Peter Rodriguez and Mike Farrell discuss the change in eating habits and how this opens new business opportunities for marketers. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

24 min listen

If you want a strong brand after the recession, invest in your brand during the recession: If you want a strong brand after the recession you have to invest in your brand during the recession. Peter Rodriguez discusses the implications of cutting brand investment in recession times. Brands that cut investment can lose share of voice and share of mind. This can impact their priority in the consumer's consideration set. Recovering after the recession can be more costly for brands that stop investing during recessionary times. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

17 min listen

Is the metaverse the next big thing in marketing? or just one more distraction?: Is the metaverse the next big thing in marketing? or is it just one more distraction? What can it add to the marketer's tool box? Peter Rodriguez and Mike Farrell share their thoughts on the possiibilities of this resource. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

38 min listen

Business recommendations that get approved.: How to write business recommendations that get approved. Peter Rodriguez discusses the framework of business recommendations that succeed. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

9 min listen

A conversation with Mo Dezyanian about breaking the CMO-CFO language barrier.: Peter hosts Mo Dezyanian, President of Empathy Inc. They discuss the insights from a study from Empathy Inc. about breaking the language barrier between CMOs and CFOs. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

1 min listen

Marketing training unlocks your team's potential for growth.: Peter Rodriguez talks about two myths about marketing training and the key component of a brand management training program. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

11 min listen

Short term thinking can hurt businesses in the long term.: Peter Rodriguez and Mike Farrell discuss how "Shortermism" in a time of uncertainty is harmful to businesses in the long term. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

32 min listen

How can marketers build an employer's brand?: Peter Rodriguez and Mike Farrell discuss how the branding process can create an employer's brand. Understanding this can help further build an employer's reputation and resonate with internal and external audiences. This has a postive effect in attracting and retaining talent. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

46 min listen

3 Key Skills to Grow a Business Profitably: Peter Rodriguez discusses the three key skills that every business person needs to master in order to grow a business profitably. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

12 min listen

Don't blame the creatives for your failing ads. The culprit may be your brief.: When ads fail, marketers tend to quickly blame the creatives, the agency and other parties. However, the real culprit may be the quality of the client brief. Peter Rodriguez talks about this reality and about how things can change for the better. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

21 min listen

How to think about brand investment in adverse economic times: Peter Rodriguez talks about the long-term impact of brand investment in difficult economic times. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

14 min listen

How Supply Chain Enables Customer Value: Gary Newbury and Peter Rodriguez discuss the critical role of Supply Chain in creating customer value and enabling brand success. Gary Newbury is an Award-winning Strategic Advisor & Delivery Executive who Executes RAPID SCM Transformation. Gary is the founder of RetailAID. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

37 min listen

To evaluate advertising as a client, watch as a consumer.: Peter Rodriguez discusses how to watch ads as a consumer so you can evaluate them as a client. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

18 min listen

Is your brand traded down in favour of generic products? The cause is not inflation.: If your brand is traded down in favour of generic products, don't blame inflation. Define the real problem to solve and you may find hidden growth opportunities. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

23 min listen

So you have a boring ad. Should you change it? When?: Peter Rodriguez talks about how innovation without strategy can harm business growth. He talks about predisposition, a key criteria to decide if an ad should be replaced or not. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

17 min listen

How deeply do you know your consumer? This can be your competitive edge.: Peter Rodriguez talks about how to deepen your knowledge about your consumer and make it a source of competitive advantage. by Brand Igniter® - BrandTips® For Decision Makers - Ignite Business Growth.

16 min listen

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Customers pay for brand benefits, not product attributes.

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