In this episode we will try to identify ways of including serendipity into our organizations - definitely a powerful tool to come up with new ideas and break the growth ceiling.

In this episode we're discussing the concept of obliquity, being successfully used in business - for us to build brands. Especially for most complex brand equities which usually takes time. Obliquity, so doing it indirectly, may help.

In this episode we will look pragmatically into 5 key benefits our brand can gain from working with an endorser. It's typically effective, sometimes surprising and capricious - but certainly worthwhile considering when we need growth. Enjoy!

In this episode we are identifying 5 clear benefits from including loyal consumers into our growth strategies. They may not be responsible directly from building our incremental sales - but without them we would now know enough how to do that successfully. Enjoy & see you in the next episode!

This episode is inspired but yet another study of a foundation with shocking data that proved to be methodologically wrong - the effect was important, not the scientific rigorousness. We are trying to decode how to best build as marketers as scientists when the world's trust in data has been so severely eroding for years. Share you thoughts at [email protected]. See you in the next episode!

In this episode we're trying to understand the importance of being different on the USP level vs being distinctive. We show how being different may be important, but it's typically not a permanent advantage. And how it is critical to be distinctive for the growth of our brand. As always, share your thoughts at [email protected]. And see you in the next episode!

In this episode we discuss the incrementality - the most exaggerated KPI marketers assume for their new launches or promotions. But there are couple of points we can take into account to make our incrementality assumptions much more realistic and the final effect much better - which will eventually reduce th erisk of our organizations investing in something with a negative ROI. Share your thoughts as always on [email protected]. See you in the next episode!

In this episode we are discussing the meta-studies on the scarcity effect. One of these was published yesterday and it presents very interesting findings. Although not being in complete unison with other metastudy in the area of scarcity - marketers finally know a bit more which scarcity works better for which categories. Restricting time? Restricting availability? Supply? Let's dive in! Thank you for all your comments - please continue with sharing your experiences at...

In this episode we talk about ChatGPT impact on our business in marketing. Of course we do, everybody does. We're not touching the fact that almost all AIs were launched without a proper policy, regulations, watermarking of the AI-generated materials, that ethics teams were ignored at most of the big players trying to launch their AIs as soon as possible. We are focusing exclusively on the brand building process and how generative AI can help us, what it can do and what it cannot do. And...

New Year's resolution: invest smarter in my brand. But how exactly? In this episode we're collecting relevant insights from key marketing gurus and showcasing well documented brand choices to try to answer how to start thinking about our marketing budgets and how to assign them to building our brand salience (which is so darn difficult to explain to our CFO/CEO - as well as to the Performance Marketing, which offers very quick "results" but typically very short-term ones. Enjoy and let me...

After a longer break dedicated to move to Australia - in the new episode we will talk about the experiences from in-housing media buying. We will talk about both perspectives - doing it vs not doing it - from business case perspective, recruiting & managing the in-house team, as well as change management in your organization. It's not an easy choice to make and you have to be ready to fail couple of times before pulling it off. It may work great, especially when the 1st party data...

This episode coincides with Effie Award galas around the world. The most prestigious award a marketer can get. True Oscar in brand building. Do you have to be a big brand to win it? I want to believe, not. I've been sitting on Effie Juries, incl. Effie Europe - and I believe any brand with powerful idea that worked - can and should take part and can win. I'm sharing some pragmatic tips how to prepare a good Effie entry. Fingers crossed for your Effie success!

I found the inspiration for this episode while watching Netflix .. far too long. How much time should we dedicate to brands? Do they think about it? Do we pick them taking into account the time-investment factor? We will look into this from the perspective of brands which bridge us to solutions or rewards - or are solutions or rewards themselves. Please share your experiences! Enjoy!

Hello, In this episode we look at losers. All data will tell us to focus on our strengths. But apparently there is a bumblebee in the nature. It flies the fastest although has nothing but weaknesses: too fat body, too short wings. If you cannot ignore or eradicate weaknesses, there is an interesting bumblebee combo that may turn them into pretty strong contributors to your brand building. Enjoy - and as always, share your comments on pentonica.net!

In this episode I try to identify the silver lining for the troubling trend of making all brand building decisions with dominant role of the procurement department in our organizations. Procurement must compare to make their decisions - what if we take that option away from them? What if we turn to game changers and innovators with whom we might be building our brands more effectively, and thus successfully escaping from the naked numbers in an excel file laying out manhours fee. Creative...

In this episode, basing on my own experience, I lay out very smart customer care tactics applied by Gibson guitar maker that could be easily applied in many categories suffering from prolonged delivery times driven by pandemics. 36% of consumers suffer substantial shipping delays - but there is an effective way not only to keep their order, but also to build their bond with your brand while they are waiting. Enjoy and as always, please share your thoughts on pentonica.net.

This episode is inspired by many experiences with Brands that have lost their clarity in what consumer's goal they intend to address. They tell beautiful stories, they seem to have aspirational missions & visions - but they lack the brutally simple answer: what do they actually do. Consumers wouldn't care if over 70% of brands disappeared tomorrow. They need brands to fix their pains or boost their gains. I present a very simple approach to define your Brand's Job that can navigate your...

In this episode we are visiting Mt. Stupid. Defined by Dunning & Kruger, a typical overconfidence effect coming with too little knowledge but too excessive desire to share one's opinion based on no facts or data, just driven by illusory superiority bias. And constituting a serious roadblock for an innovation to have a fast-forward diffusion process in the organization. All that losing pioneer benefit of high demand, margins & loyalty. We've all been there. I'm sharing my successful...

Can Best Practices help grow our Brands faster? If so, are they blocking the true potential of Brands & Marketing Teams? When to resort to them, when to avoid them. Sharing practical experiences from diverse industries and 3 tips to observe in your Teams. I would love to learn your take on this topic, please share at: [email protected]

In this episode I'm sharing the insights from meta-research on creativity, enriched with Pentonica's own experience. When looking for the maximum potential of your creative & innovative ideations, you will most likely benefits the most when some smart constraints are imposed within the process. "There are no bad ideas" in the brainstorm session does not work effectively. I'm presenting 6 hints for the winning formula how to run creative / innovativeness sessions - with hope to collect...

We have arrived - the last episode is a brief recap of what we have covered in this series of Marketing MasterClass by Michal Szaniecki. From how our brain works, through two distinctive routes of communications you may use. Central Route with its high attention and low memorizing capacity - perfect if you are alone in a category or are unbeatable by competition. And Peripheral Route - where you bypass the sleeping brain of your consumers to infuse your brand's essence and emotions into...

For the pre-last episode we prepared a pragmatic toolbox that should help you boost your communication's KPI in both Central and Peripheral Route of communications. Priming, CX, tickling your brain and couple of others.  https://pentonica.net

This episode we dedicate fully to emotions. Simple approach - very important role. We all understand it: it's highly problematic when talking to your CEO about their impact on P&L - but how important they can really be is beyond CEO's payroll. https://pentonica.net

If content is king, then context is queen - and as we know, behind every successful kind there is even more successful woman. That's an accurate allegory to how important is the context of your message to consumers. Not only is it this magic coming from your creative agency - it can also incredibly effectively drive your numbers. https://pentonica.net