Эпизоды
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It’s June, which means it’s pride month, which means we’re all being bombarded by rainbow-festooned corporate logos. But does that really help? Or is it just another example of “woke washing,” the brand pandering that occurs when marketing and social movements collide.
The amazing Katie Martell is back with some brilliant insights as we look at alternatives to rainbow logos — alternatives that could make a much bigger impact on individuals, corporations, and communities.
https://www.katie-martell.com/
https://www.copernicanshift.com/episode-194-how-to-really-celebrate-pride-month/
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We’ve all heard them. Those iconic sounds that tell us our computer is starting, or we're about to start binge watching Netflix. They’re sometimes subtle, sometimes more obvious, but always closely associated with a brand experience.
Today we explore the power of sonic branding, with real examples and a brief diversion into creating a sonic brand for The Copernican Shift.
Visit the Copernican Shift blog post for more links and resources:
https://www.copernicanshift.com/episode-193-the-magic-of-sonic-branding/
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Пропущенные эпизоды?
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The challenge with marketing is that we all think we know our products and services better than anyone. But do we? In today’s episode we learn why we need to get out of our own heads and think like our customers. The results might surprise you.
Copernican Shift - Matching Perception to Reality since 1543
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We’re not always great at seeing or predicting the future, mainly because of our tendency to apply familiar (and often outdated) concepts to new ideas. We’re stuck in our well-worn business ruts, too focused on the day-to-day minutia to notice inflection points that create real opportunities for innovation. The streaming services we all know and love are ripe for just this kind of forward thinking.
Copernican Shift - Matching Perception to Reality since 1543
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Your business is too complex. That’s because complexity sneaks into all of our workplaces, whether we want it to or not. It’s a hidden problem that’s hurting productivity and frustrating customers.
Keep it simple (or, at least, simpler) by focusing on the customer, and understanding what they want to buy from you, and why they want to buy it.
Copernican Shift - Matching Perception to Reality since 1543
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Eating cereal can be more than just... eating cereal. For proof, look no further than Obo, makers of a bowl that transforms cereal from a meal to an experience. There’s a valuable lesson here — no matter how mundane your product or service, you absolutely must provide the best experience possible. If a cereal bowl can do it, so can you.
Copernican Shift - Matching Perception to Reality since 1543
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Today we learn about marketing from everyone’s favorite mentor and football coach, Ted Lasso. That’s right, coach Lasso teaches us about brand authenticity, and why it’s so important in today’s hyper-connected, UGC content-fueled environment.
Smells like potential.
Copernican Shift - Matching Perception to Reality since 1543
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We kick things off with energy — specifically energy companies, and how they’re using social media and other modern channels to gather information and manage communication during power-disrupting storms.
Then we grab our (virtual) VR headsets and make our first foray into the metaverse. We’ll cut through the hype and explore exactly what the metaverse means for brands. Is it a fad? Or the future of digital marketing?
Copernican Shift - Matching Perception to Reality since 1543
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That's right. We're now The Copernican Shift podcast (formerly the Unified-CXM Experience). And although we've changed the name, we haven't changed the format. We'll still feature some of the top marketing guests on the planet, and generally continue to challenge your perspectives about marketing, advertising, and digital channels.
I’ve talked about the Copernican Shift before, but in this episode we go a little deeper into exactly what that means, and why it’s critical for marketers to understand.
The Copernican Shift. Mapping perception to reality since 1543.
Copernican Shift - Matching Perception to Reality since 1543
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Gathering customer insights is so important we’re doing a second show about it. In this follow-up podcast to my discussion with Sonia Sahney, I go into more detail about the time I literally went into people’s homes and watched them do their laundry. It’s taking customer insights to the extreme, and it’s a valuable lesson on how our preconceptions can negatively impact our marketing strategies.
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The key to being customer centric is understanding your customers. And the best way for you, as a marketer, to understand your customer is to leave the friendly confines of your office or Zoom call and actually engage with the people you’re trying to market to.
Sonia Sahney of GE Healthcare joins me for a discussion about customer insight, and ways to help your customers better understand their customers.
Sonia is the CMO of Molecular Imaging at GE Healthcare. You can find her on LinkedIn.
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B2B buyers are overwhelmed. According to Gartner, 77% of B2B buyers said their latest purchase was complex or difficult. And, sadly, we’re not doing enough to make the process easier. B2B marketing strategist Ardath Albee joins me with insights on what we can do improve the buying process, close more deals, and make our customers happier.
You can follow Ardath on LinkedIn.
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We all say we put the customer first, but what does that really mean? What actions are you actually taking that show the customer how important they really are? In today’s episode, Michelle Chiantera, CMO at Corel, talks with me about the stories we tell to our customers, and how those stories can translate into real action.
You can follow Michelle on LinkedIn
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Do you understand the product or service you’re selling? I mean, really understand it? I’m often surprised by the number of marketers who have never actually used the product they’re marketing — maybe have never talked with anyone who has.
Annie Wissner, CMO at Whispir, leads by example to make sure the Whispir marketing team knows the product inside and out. This knowledge generates excitement, enables the team to truly add value for their customers, and is a perfect example of transformation in action.
You can follow Annie on LinkedIn.
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Review sites are probably among the first places your prospects go when researching your product or service, and yet these sites are typically an afterthought in most marketing plans. It doesn’t need to be that way. In today’s episode, Yoli Chisholm joins me to discuss tips and tricks for getting the most value out of B2B and B2C review sites.
Yoli Chisholm is CMO at Venn. You can follow her on LinkedIn.
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We’re back with our continuing Modern Marketing Plan series. Today it’s all about analyst relations, a critical, yet often overlooked, part of your marketing plan. Drew Tambling, director of analyst and influencer relations at Sprinklr, steps through why it’s so important, how to get started, and explains why you should probably increase your analyst relations investment.
You can follow Drew on LinkedIn.
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Ever wonder what’s going through the mind of a CMO? The issues they’re thinking about, and the problems keeping them up at night? Resident expert Marshall Kirkpatrick wondered too. So he fired up a few of his research tools (including Sprinklr, of course) and spent some time scouring the Internet to learn what CMOs are reading, and what they’re posting about. It’s an insightful glimpse into the key trends in marketing today.
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Jordan Neuhauser, CMO at Trulli Audio, has a passion for music that is matched only by his passion for authentic customer engagement. In today’s episode Jordan and I talk about how Trulli Audio is listening to customers, and — most importantly — reacting quickly and authentically, with personal engagement that reinforces the brand, and creates fans for life.
If you’re looking to improve your customer engagement strategies, this episode will be music to your ears.
You can follow Jordan on LinkedIn.
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The key to success for a marketer is to always be learning. And the key to learning is to read. In today’s episode I review some of my favorite marketing and advertising books — from new releases to timeless classics. Add a few of these to your reading list and your career with thank you.
You can find the complete list on my blog.
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Continuing our modern marketing plan series, we’re looking at the 3rd Moment of Truth — the immediate reaction of a customer actually trying your product or service. It’s the moment (or moments, for a complex product) that either keeps your customer coming back for more, or sees them heading for the exits.
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