Now in this episode, we're talking about one of the most competitive markets in the world - insurance comparison. Anyone who's followed this market will know just how intense it is. And how do you build a brand when you don't have a product yourself, but you're selling someone else's product? Well, it's one of those situations where marketing is all important and advertising can make all the difference to your success. I'm catching up with Sam Day, who's been the CMO of confused.com, for the past 6 years, who successfully challenged this market and taken it from 4th to 2nd place on very limited budgets. So I want to find out from Sam the secret behind the success of the campaigns that he's run over the last few years, how he's transformed their business and what his plans are for the future. Links Jon's LinkedInJon's TwitterWatch the Uncensored CMO on YouTubeTimestamps 00:00 - Intro03:53 - Sam’s advice to a young marketer06:27 - Sam’s greatest failure08:44 - Management and leadership advice12:27 - The secret to an extended CMO tenure19:41 - Getting c-suite buy in with data22:50 - Consistency24:26 - Marketing when you don’t have a product26:01 - Brand vs price28:43 - Why name the brand after the problem (confused.com)31:24 - Branding against one of the best branded characters of all time34:02 - Why there’s no silver bullet for success37:02 - Spontaneous awareness - how to win an effie39:50 - Selecting an agency42:01 - Great examples of populous advertising44:14 - How agencies should pitch to CMOs49:39 - What’s next for Sam Day