Following on from our Podcast on Global Podcast Trends and the questions you need to be asking of your Podcast Agency, in Episode 9 of Podcast Maps, I delve into the world of Brand Originals Podcasts. Brand Originals Podcasts are a growth area in the emerging podcast market. Now, we've already examined high production audio content like Wondery's Business Wars, but what about other brands and branded podcasts? When IKEA decided to scrap its iconic store catalogue and convert their content into a digital podcast, they were signalling a line in the sand crossed by brands worldwide: no going back to the old ways of low scale, high cost engagement. In this episode of Podcast Maps, I share the latest data on Brand Originals podcasts, talk about who's doing it right and what the latest trends are. I also refer to my curated collection of the best brand originals podcasts out there on the Brand Originals Podcast website.