In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management. This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management. The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success. This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success. 00:00 What do these guests know about Total Brand Value? 20:23 The Growth Potential of Small Brands 21:34 The Importance of Brand Management 22:06 Leveraging Small Budgets Effectively 22:53 Integrating Marketing Across the Organization 23:26 Tools for Brand Positioning and Growth 25:51 The Role of Training in Marketing Success 27:25 Case Studies: Real-World Marketing Plans 33:04 The Commercial Mindset in Marketing 37:33 Effective Growth Strategies 40:25 MII Course Information Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/ Thanks to today's show sponsor  CPL Marketing Recruitment Get in touch email  Instagram X YoutubeListen to all episodes here  Hosted on Acast. See acast.com/privacy for more information.