Mark Cichon is a well-known business and marketing strategist. Being in the industry for over 15 years he is well versed in industry knowledge having worked with big brands such as KWP and Wringley&Mars. He has also worked alongside direct marketing promotional agencies and has played the role of Strategic planner for creative agencies. In the last few years Mark has moved on to consulting in order to bridge the gap between marketers and agencies, encouraging better collaboration between them. Mark takes inspiration from Byron Sharp who was his lecturer during his tertiary studies, and the Ehrenberg Bass Institute. However, he now also presents his own take in bite sized chapters on evidence-based marketing, which he shares through his LinkedIn. In this episode, we discuss: • Evidence based marketing based on Bryon Sharp's book "How Brands Grow." • Differences between evidence-based marketing science and traditional observation in academia. • Challenging traditional approaches such a Kotler's principles which are contrary to evidence-based marketing. With main difference being the Bass' ability to test his assumptions. • Evidence based marketing as a tool to articulate marketing impact on consumer buying behaviour. • Central theme: Focus on the light buyer category and apply three pillars (mental, physical availability and portfolio). • Debate regarding Differentiation versus distinctiveness. Distinctiveness as branding queues and differentiation added attributes to the brand. • Evidence based marketing as daily practice. • COVID and short termism. • Benefits of evidence-based marketing in a recession. Three Quick Questions: • A business Book you recommend - "First, break all the rules" by Marcus Buckingham • Person to follow on social media or digital media? - Sorin Patilinet (Global Insights Director at Mars, on LinkedIn). Folks from Ehrenberg Bass: Bryon Sharp, Jenny Romanick, Rachelle Kennedy, John Doors, William Crusoe. • One on one dinner with a living person? - Mick Jagger To find out more about Mark or to contact him, connect with him on LinkedIn: linkedin.com/in/mark-cichon-2505b24