SBP 079: First, Look Like Your Brand. With Dr. Ella Ward.

In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute.

Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss!

Don't forget to join our hosts, Vassilis and Marc, for some post-podcast banter!

Quote of the episode:

“Your strategy can’t be based on differentiation. Your competitors will catch up."

Our Guest:

Dr. Ella Ward

Sr. Marketing Scientist @ Ehrenberg-Bass Institute

Enhancing visual brand identity across a product portfolio.

https://www.linkedin.com/in/ella-ward-/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Background Research & Literature:

https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4

https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/

https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI

https://marketingscience.info/research-services/distinctive-assets/

Timestamps:

0:00 - Podcast Introduction

0:50 - Introduction to Ella

3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute

4:28 - Ella’s areas of research

5:23 - Visual cohesion across the brand portfolio

6:40 - The scientific revolution happening in marketing

8:39 - Marketing science matters because the real world is a very weird place

10:33 - Data-driven vs. Evidence-based marketing

13:05 - Using science to lead change

16:40 - Bloodletting & changing paradigms

18:30 - The difference between brand books and Distinctive Brand Assets (DBA)

20:44 - Making brands available & linking brands to memory

23:22 - Brand management isn’t about policing, it should be fun

26:45 - Rebranding? Know what assets trigger the brand

29:20 - How effective are your DBAs at triggering memory

30:52 - Why characters are more memorable than other types of distinctive assets

34:20 - Rebranding? know the strength of your distinctive assets

36:15 - Adding to your distinctive asset pallet - Ikea voiceover

39:10 - Hagen-Dazs Case Study

39:40 - Package colours used to signal variety aren’t often effective

43:17 - The danger of using colour to signal a variety

45:38 - Prioritize your branding over colour signalling

49:43 - Decreasing product packaging types to improve advertising efficiency

51:00 - Cohesive branding improves the bottom line

53:17 - Differentiation v. Distinctiveness in product packaging

58:25 - Packaging Services

1:01:45 - Post-pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Youtube: https://www.youtube.com/@sleepingbarberpodcast

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