Marketing MasterClass - Psychology in Communication
by Michal Szaniecki
Welcome to my Marketing MasterClass Podcast. My name is Michal Szaniecki, I'm founder of Pentonica Brand Consulting, managing director at Volkswagen Group and a passionate marketer with over 15 years of experience in diverse & frequently experimental fields of marketing. The first series of 13 episodes is dedicated to the pragmatic application of Psychology in Brand Communication. Multitude of useful tips & tricks to maximize your ROMI. Subsequent episodes are dedicated to share my fresh take on important success factors in brand building.Enjoy!
Episodes
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33. Power of serendipity in building brand concepts
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.
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32. Obliquity as a shortcut to build important brand equities
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.
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31. Simple 5 benefits of Celebrity Endorsement
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!
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30. What do we need loyal consumers for
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!
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29. Marketer as Scientist
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...
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28. Is it more important to be different or distinctive?
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…
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27. Incrementality illusion
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…
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26. Scarcity Effect decoded
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...
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25. Bigger Logo, ChatGPT!
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...
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24. How we should invest in Brand Building vs Performance Marketing
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...
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23. In-housing media buying
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...
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22. How to win Effie Award
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…
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21. Vessels & Harbors - our time with brands
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…
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20. Fly against all odds - repositioning our potentials
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...
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19. Cornered to Wow - how procurement-led world makes marketers more daring
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…
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18. Darn Long Wait - winning consumer's heart when you are late delivering your products
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…
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17. Brand's Job - fixers and boosters
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...
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16. Mt. Stupid - best trip to be late with innovations
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…
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15. Best Practice - nemesis of progress?
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...
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14. Creativity - with or without constraints?
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....
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13. Bite-size take-away of Psychology in Communication
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 -...
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12. Pragmatic Toolbox to beef up your communication power
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
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11. Briefly into emotions
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
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10. Metacommunication - saint grail for successful behavior change
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…
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09. Peripheral Route: more examples to get the gist
In this episode we are making this route of communications even more clear & simple to understand with examples we are all familiar with. And they worked great although frequently we are not sure why. https://pentonica.net
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08. Peripheral Route: low attention - high memory capacity & emotions
In this episode we will cover the Peripheral Route of communications. It's interesting because we do not understand totally how it functions. But one is certain: subconscious favorability can easily drive your brand's rational superiority if played well. https://pentonica.net
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07. Central Route: its traps and how to overcome them
Central Route can be effective - but you need to consider some traps along the way. Peripheral filtering, counter-argumentation, working memory deficits, overload - to name just a few. Ah, and yes, we will talk about sex as well. https://pentonica.net
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06. Central Route: high attention - low memory capacity
In this episode we dive deep into the Central Route of communications. Characterized by high attention of consumers' perception, limited learning & memorizing capacity. Can be highly effective if you're alone in a category - or highly ineffective if your message can be counter-argued by our...
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05. Two routes of communications in detail
In this episode we will learn more details about the two routes of communications - Central Route and Peripheral Route. Each can be powerful, but they both have their clear specificity and you want to use them alternatively - depending on your brand objective. High attention to your communication...
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04. From brain capacity to two routes of brand communications
Since we now understand how human's brain processes any communications - in this episode we will simplify the science and will make a pragmatic definition for two distinctive routes for your communication to work. We will start to depict a clear context and circumstances when each of the routes…
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03. How humans process communications
In this episode we will see how people consume communications to understand how marketers can use these learnings. From perception tricks, through learning and memorizing capacity of our brains. All that is a starting point to shape your brand's message and its context to resonate with your...
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02. Why declarative evaluation of brand communications falls short of your expectation
In this episode we are covering the topic of persuasiveness-based consumer research. As much as they are simple to use and can easily provide a strong argument in a CEO office when contracting your next year's marketing budget - they can be frequently misleading for you as a marketer....
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01. Introduction to Marketing MasterClass - Psychology in Communication
Welcome to my Marketing Masterclass Podcast. My name is Michal Szaniecki, I'm founder of Pentonica Brand Consulting, managing director at Volkswagen Group and a passionate marketer with over 15 years of experience in diverse & frequently experimental fields of marketing. The first series of 13...
About this show
Welcome to my Marketing MasterClass Podcast. My name is Michal Szaniecki, I'm founder of Pentonica Brand Consulting, managing director at Volkswagen Group and a passionate marketer with over 15 years of experience in diverse & frequently experimental fields of marketing. The first series of 13 episodes is dedicated to the pragmatic application of Psychology in Brand Communication. Multitude of useful tips & tricks to maximize your ROMI. Subsequent episodes are dedicated to share my fresh take on important success factors in brand building.Enjoy!
Hosted by
Michal Szaniecki