All Posts By

BJ Bueno

Maslow Made Easy: Watch Our New Video & Master Human Needs

When I first started in Marketing and Branding, I was fortunate to listen to a lecture by Abraham Maslow.

In his lecture, he eloquently shared his groundbreaking ideas, offering to build a bridge to the shores of psychology.

This encounter profoundly inspired me, sparking a passion that has driven me for the past 25 years.

I have dedicated my career to demonstrating how Maslow’s theories are relevant and vital to marketing strategy and advertising.

Maslow’s daughters graciously gifted me recordings of these lectures, which have been an invaluable resource.

His work continues to shape our approach to brand building, emphasizing the importance of understanding human needs and motivations.

Welcome to our journey through the layers of human motivation.

This video delves deep into Abraham Maslow’s renowned Pyramid of Human Needs, a timeless framework that illuminates the essence of human desires and aspirations.

By exploring this hierarchy, we uncover the psychological foundations that drive consumer behavior, offering invaluable insights for crafting effective marketing strategies and fostering brand loyalty.

June 4, 2024 by

The £10m Cost of Dull Advertising: Insights for Business Leaders

Advertising is at a Crossroads

Advertising has become increasingly dull over the past 15 years, primarily due to the dominance of performance marketing. Peter Field, a renowned marketing consultant, highlights that while any campaign can succeed with enough financial backing, a dull campaign can cost millions more annually to match the performance of an engaging one.

Why It Matters

“Dull is expensive commercially because you have to put so much more effort and money to land the dull message than an interesting one,” says Adam Morgan of eatbigfish. In their research, Morgan and Field, alongside System1, found that 48% of B2C ad responses are neutral, and a staggering 78% of B2B ad responses are similarly indifferent. This widespread dullness is not only financially burdensome but also exclusionary for both consumers and colleagues.

The Financial Impact

Field’s initial research, drawing from the IPA Effectiveness Awards database, estimated the cost of dull advertising to be £10 million. This figure is an average, with costs potentially doubling in specific categories where the share of voice (SOV) is more expensive. Campaigns that pursue dull advertising require far more significant budgets than their more exciting counterparts. Field reports that these campaigns can extend SOV by 11 points more than non-dull campaigns.

Key Takeaways for Leaders

1. Higher Budgets for Dull Campaigns: Campaigns with dull advertising have significantly larger budgets. This indicates a need for businesses to reassess their marketing strategies and prioritize creativity and engagement.

2. Costly SOV in Certain Categories: Buying SOV is already costly in sectors like retail and durables. A dull campaign in these industries could require an additional £20 million annually to achieve the same effect as an exciting campaign.

3. Corporate Metrics vs. Creativity: The path to dullness is often paved with good intentions. Corporate metrics can push marketers towards safer, more predictable campaigns, but this risk aversion can be costly in the long run.

4. Long-term Ineffectiveness: Years of focusing on performance marketing have delivered short-term gains at the expense of long-term effectiveness. A creative approach is crucial for sustainable success, particularly in top-of-funnel marketing.

A Critical Perspective

Peter Field sums it up succinctly: “We are not saying dull campaigns are ineffective. It is just that they do not work very hard. And you get a much bigger performance out of these more exciting campaigns – it can be six or seven times greater for every euro, dollar, or pound you put behind them.”

The True Cost of Dull (SOV)

The analysis shows that rational ads result in a +7.3 percentage point increase in market share growth and a +4.7 percentage point increase in profit growth compared to their dull counterparts. Emotional ads fare even better, leading to an +11.5 percentage point increase in market share growth and a +6.8 percentage point boost in profit growth.

For business leaders, the message is clear: investing in creative, engaging advertising is not just a nice-to-have. It is a financial imperative. The cost of dull advertising is staggering in direct financial terms and missed opportunities for growth and engagement. As the advertising landscape evolves, the emphasis should be on crafting campaigns that resonate emotionally and captivate audiences. The financial benefits of such an approach are undeniable, offering significantly higher returns on investment.

Business leaders must champion creativity and boldness in their marketing strategies, ensuring their brands stand out in an increasingly crowded and competitive marketplace. 

The cost of dullness is simply too high to ignore.

June 3, 2024 by

Why 46% of Companies Do Not Make Data-Driven Marketing Decisions

Many companies still navigate the marketing domain without leveraging data to its full potential. 

This hesitancy or inability to adopt data-driven approaches has profound implications, not just for the effectiveness of marketing campaigns but also for these companies’ overall strategic direction.

There are several reasons why nearly half of all companies have yet to fully embrace data-driven marketing despite the overwhelming evidence of its effectiveness.

Lack of Infrastructure: Many organizations need the technological infrastructure and tools to collect, analyze, and act on data. With a centralized place to manage data, harnessing insights that can drive marketing decisions is more accessible.

Skill Gaps: There is often a significant skill gap within organizations, with teams needing more expertise to interpret complex data sets. This can make data seem more intimidating than instructive.

Cultural Barriers: Some companies have a deeply ingrained culture prioritizing intuition and experience over empirical evidence. Changing this mindset requires time and proof of concept that data-driven decisions yield better outcomes.

Resource Constraints: Implementing a data-driven marketing strategy requires investment in technology and talent. Companies might prioritize these resources elsewhere, especially if the immediate returns of data-driven marketing are not apparent.

Data Quality and Silos: Even when data is available, it has often fragmented across different departments or is of poor quality. This can lead to mistrust of the data and reluctance to rely on it for decision-making.

The Edge for Data-Driven Companies

On the flip side, companies that leverage data-driven marketing enjoy a competitive edge characterized by several key advantages:

Informed Decision-Making: Data provides insights into customer behavior, preferences, and trends, allowing for more targeted and effective marketing strategies.

Improved Customer Experience: Personalization, only possible through data analysis, can significantly enhance the customer experience, leading to higher engagement and loyalty.

Efficiency and ROI: Data-driven decisions often result in more efficient marketing spending, higher conversion rates, and better overall ROI.

Agility: Data allows companies to quickly adapt to market changes and customer feedback, keeping them ahead of competitors who move more slowly because they rely on intuition rather than insights.

The CMO at the C-Level Meeting

A CMO who comes to the table without data is akin to showing up without the ability to speak. 

They cannot answer critical questions about customer behavior, marketing performance, or investment justification. 

This scenario highlights the growing expectation for all executives, especially marketing executives, to base their strategies and decisions on solid data.

The Path Forward

Investing in Technology: Companies must prioritize investments in data management and analytics tools.

Cultivating Talent: Building or acquiring the necessary talent to analyze and interpret data is critical.

Fostering a Data Culture: Organizations must cultivate a culture that values data-driven decision-making.

Ensuring Data Quality: Implementing processes to ensure the quality and accessibility of data is fundamental.

Breaking Down Silos: Encouraging collaboration across departments can help unify data sources and strategies.

While transitioning to a data-driven approach may present challenges, the benefits far outweigh the initial hurdles. 

For companies willing to invest in the necessary tools, talent, and cultural shifts, data-driven marketing offers a clear path to enhanced performance and competitive advantage.

May 20, 2024 by

What is Branding All About?

Management guru Peter Drucker explained that the purpose of business is to create a customer. 

In contemporary marketing, your job is to create a repeat customer who will likely build a relationship with you and buy from you year after year. 

To accomplish this magnificent feat, you must develop a brand. 

A brand is a customer’s association with certain feelings and images a company represents, not simply a company name or logo. 

You cannot create a brand alone because branding is a co-authored experience between you and your customers.

When a group of customers strongly associate your brand with a desired feeling, the brand has “equity” it can leverage to grow.

May 14, 2024 by

Kobe Bryant Brand Nerd

I recently had the privilege of being a guest on the latest episode of the dynamic marketing podcast, “Brands, Beats & Bytes,” hosted by the brilliant minds of Darryl “DC” Cobbin and Larry Taman. Titled “Album 6 Track 13 – Cult Branding: Kobe Bryant Brand Nerd,” our discussion delved into the captivating realm of cult branding, fueled by insights drawn from our collaborative journey with Darryl, Rob Pelinka, and the late Kobe Bryant.

Our efforts in rebranding Kobe from number 8 to 24 marked a transformative chapter. Kobe’s decision to transition his jersey number symbolized not only a change in his playing style but also a profound shift in mindset. As he eloquently stated, “24 is a growth from [No. 8].” It represented maturity, wisdom gained through life experiences such as marriage and fatherhood, and a broader perspective on leadership within the team. Our work illuminated the deeper narrative of Kobe’s evolution, resonating with fans worldwide who saw him not just as an athlete but as a symbol of resilience and growth. 

Moreover, our exploration revealed that the LA Lakers serve as a beacon of hope for their cult brand followers, embodying the spirit of resilience, perseverance, and championship legacy. Through strategic branding initiatives, we uncovered the profound connection between the Lakers and their devoted fan base, cementing their status as an iconic franchise in the NBA.

Darryl “DC” Cobbin and Larry Taman are the driving forces behind the marketing consultancy, Brand Positioning Doctors. Their combined expertise and experience have left an indelible mark on the industry, having spearheaded transformative campaigns and initiatives for some of the biggest names in business.

Darryl, as Managing Partner, has an impressive track record, including his time as EVP of Marketing at 20th Century Fox Films, VP of Sprite Brand Business Unit, and CMO/VP at Boost Mobile, where he significantly grew the brands. 

Larry, also a Managing Partner, combines his expertise in brands, media, and technology with past roles at major companies like Chivas Regal, Powerade and consulting projects with ABC and Paramount. 

The “Brands, Beats & Bytes” podcast is a must-listen for anyone interested in the dynamics of marketing, offering a blend of professional insights, cultural discussions, and expert interviews. 

A big thank you to Darryl and Larry for having me on the show—it was an enlightening experience, and I’m excited about what we can create together in the future. 

Connect with Darryl on LinkedIn: Darryl “DC” Cobbin and Larry on LinkedIn: Larry Taman. 

Listen to our insightful episode and join us in exploring the fascinating world of branding!

May 12, 2024 by

Focus On Your Best Customers

The secret ingredient to a sustainable enterprise is called Brand Lovers: 

The customers who love you the most. Brand Lovers emotionally connect with what you do and want to celebrate who you are. 

Their connection with your brand is so strong that they often do not consider doing business with anyone else. Apple’s Mac users, for example, do not consider purchasing a PC. To them, there is no alternative.

At the very least, your Brand Lovers choose you more often than your competitors. 

For many companies, their best customers drive a significant part of their profitability through purchasing and acting as evangelists to convert others into customers—yet the business generally knows very little about them. 

Primary market research does not offer insights into your best customers. 

Emotional connections to your brand are the drivers of choice for your best customers.

Certain brands have a legion of Brand Lovers – Cult Brands. 

In a Cult Brand like Apple, CEO Steve Jobs knew he was selling a unique, intelligent, creative, and memorable way of life—he was not just selling computers, digital music players, and mobile phones. 

Oprah became a Cult Brand by being more than just another talk show host: 

Genuine, honest, and loving. 

Oprah radiates hope and the promise of a better tomorrow.

What do your best customers help you focus on? 

May 8, 2024 by

Identify Your Brand Lovers

Perhaps your enterprise does not have Brand Lovers like Apple or Oprah, but you have your best customers – customers who give you repeat business and may tell their friends and colleagues about your brand.

So, how do you find your best customers? 

They often find you, congregate at your stores, send you emails, and call you occasionally to tell you how great you are doing. 

Some customers might even blog about your products or services or create videos and post them on social media.

On the financial side, if you maintain a customer database, you can sift through it and determine who purchases from you with the most significant frequency and for the longest period.

What if you need help locating them? 

Then, get creative. 

Carefully crafted surveys might help, or you may need to hire a firm to help you identify your best customers.

May 7, 2024 by

Small Acts of Kindness You Can Perform Any Time

Small acts of kindness often have the most profound impact. 

As inspired leaders, our journey is not just about steering our teams towards success but also about enriching their journey with moments of genuine care and support. 

Let us explore simple yet powerful acts of kindness that can be seamlessly incorporated into your daily leadership practice, creating ripples of positive change.

Start with a Smile

Never underestimate the power of a warm smile. A sincere smile can be a beacon of light in the rush of meetings and deadlines. It is a universal sign of goodwill that can brighten someone’s day and make them feel valued and seen. A smile is your first step towards creating a more welcoming and positive workplace.

A Personal Touch

In digital communication, a handwritten note can feel like a rare treasure. Giving a thank you note or a word of encouragement to a team member can leave a lasting impression. It is a tangible expression of appreciation that people can hold onto, literally and figuratively.

Listen with Intent

Active listening is a gift of your presence. It involves listening not just to respond but to understand. You validate their feelings and perspectives by giving team members your undivided attention. This fosters a culture of trust and openness, where everyone feels comfortable sharing their ideas and concerns.

Acknowledge the Small Wins

Celebration does not always require grand gestures. Acknowledging your team’s small wins and efforts can be incredibly motivating. It shows that you recognize and value their hard work, encouraging them to continue pushing forward. Whether it is a quick shout-out in a meeting or a celebratory message on the team chat, these acknowledgments make a difference.

Offer Your Support

Leadership involves guiding and supporting your team through challenges. Offering your help through mentoring or simply being there to bounce off ideas can significantly alleviate stress and build resilience. It is about letting your team know they are not alone and you are there to support them in any way you can.

Encourage Breaks

Promoting a healthy work-life balance is a kindness that benefits everyone. Encourage your team to take breaks, step outside, or engage in activities that rejuvenate them. This will remind them that their well-being is a priority and that taking time for themselves is not just allowed but encouraged.

Random Acts of Kindness

Sometimes, it is the unexpected gestures that leave the most significant impact. Surprising your team with treats, organizing a spontaneous team outing, or simply offering a helping hand during a busy period can inject joy and energy into the workplace.

The Ripple Effect

Each act of kindness, no matter how small, has the potential to spark a chain reaction. It creates an environment where compassion, appreciation, and mutual respect flourish. As leaders, we have the unique opportunity to set the tone for our teams and organizations. By integrating these small acts of kindness into our daily leadership practice, we not only enhance the well-being of our teams but also inspire them to pay it forward, cultivating a culture of kindness that transcends the workplace.

In the end, inspired leadership is about making a positive difference in the lives of those we lead. It is about showing that kindness is a strength in the grand scheme of things, and authentic leadership shines brightest within these moments of genuine connection.

May 6, 2024 by

Give Employees a Chance to Reflect on the Future

In a world where the future seems uncertain, guiding our teams to contemplate what lies ahead is a gesture and a strategic move akin to presenting them with a treasure map.

This is not merely about the tangible rewards of profits and productivity but rather about uncovering the riches of engagement, fulfillment, and personal growth. 

When your employees envision a promising future within your organization, they naturally invest their efforts with more zest and innovation.

May 1, 2024 by

Serving Your Team Requires Scheduling, Not Open Doors

Hey there!

So, we have all heard about that classic leadership move: 

The open door policy. 

It is like saying, “Hey, anytime you need me, just pop in!” It sounds super welcoming and chill, right? However, let us get real for a second. As much as we love the idea of being able to stroll into our boss’s office whenever it might not be the best way to get things done. 

Having scheduled times to chat could be a game-changer. 

Let us dive into why having a plan might be the more relaxed cousin of the open-door policy.

Why the Open Door Can Be a Bit of a Bummer

The open door aims to make bosses seem more approachable and make it easier for us to share ideas or concerns. However, here is the catch: 

It can lead to many interruptions and even a bit of chaos. 

Imagine trying to focus and constantly having folks come in with “just a quick question” (which is never quick). Plus, when we drop in on the fly, we might not be as prepared to have those big, important chats.

Why Planning Rocks

Setting up times to talk does more than just keep things organized. 

It makes our conversations way more meaningful. 

Here is why making plans is pretty awesome:

Getting Ready: When a meeting is scheduled, we arrive ready to dive deep. We have had time to think about what we want to say, which means we can get straight to the good stuff.

Time is Precious: By scheduling, we show that we respect each other’s time. It means we are making space for focused chats without random interruptions.

Making Things Matter: When planning our talks, we can ensure we hit the important topics, not just the urgent “fire drill” stuff that can often take over.

Shout-out to Our Remote Pals: An open door means little to those not in the office. Scheduled meetings ensure everyone, no matter where they are, gets some face time.

Building Trust and Good Vibes: Planning time with our team shows we care about their thoughts and feelings. It is all about creating a vibe of trust and respect, which is the heart of a great team.

Making the Switch to Scheduling

Are you thinking about ditching the open door for a calendar? 

Here is how to make it smooth:

Check-in Like a Pro: Set up regular times to catch up one-on-one or with the whole team. It could be weekly, every other week—whatever works for your squad.

Keep Some “Open Hours”: You can still have times when you are up for drop-ins. It is like having a mixtape of both worlds.

Tech to the Rescue: Use those scheduling tools to make booking time a breeze. The goal is to make it easy for everyone.

Come Prepared: Encourage your team to think about what they want to discuss beforehand. This will make every minute of your meeting count.

Switching from an “always open” to a “let us plan it” approach is like upgrading to leadership 2.0. It is all about making our time together count, being fully there for each other, and building a tight-knit team on the ball. So, let us embrace those calendars and make every chat one that moves us forward. 

After all, good vibes and excellent teamwork are what we are all about.

April 29, 2024 by