PODCAST · business
The Brand Burger Podcast
by Braeden Matson
We go deep with marketers and founders on business and marketing advice that drives commercial outcomes. Your host is Braeden Matson.LinkedIn: https://www.linkedin.com/in/braeden-matson/
Episodes
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Ep. 34 | Oliver JP Osborne - Round 2 | Connecting Marketing to Business Value: Strategies for Leaders | How to Overcome Organizational Obstacles in Marketing
My guest: oh cool Oliver on LinkedIn Summary: In this in-depth conversation, Oliver JP Osborne shares insights on aligning marketing strategies with business goals, navigating organizational politics, and leveraging data for growth. Discover how to connect marketing efforts to enterprise value,...
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Ep. 33 | Terry Seitz | Former Visa VP on Marketing's Role in Driving Enterprise Value | Determinism vs Probabilism in Marketing | How to Demonstrate Marketing's Impact on Enterprise Value
My guest: The Nuance Collective Terry Seitz on LinkedIn Summary: In this in-depth interview, Terry Seitz shares his insights on the evolution of marketing from creative artistry to data-driven science, the challenges of measurement and attribution, and how marketing can better demonstrate its…
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Ep. 32 | Ben Scandlen | Founder, Mosaic Growth Solutions | Decision Science, Why Marketing Isn't Chemistry, How Demand & Growth Works
My Guest: https://www.linkedin.com/in/benscandlen/
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Ep. 31 | Brian Koffler, Founder @ D.I.G.S. Marketing | All Things Paid Ads for B2B | Attribution, Measurement, Sales & Marketing Alignment
My Guest: https://www.linkedin.com/in/briankoffler/ In this conversation, Braeden Matson speaks with Brian Koffler, founder of DIGS Marketing, about his journey into marketing, the challenges of paid media and attribution, and the importance of aligning sales and marketing efforts. They discuss…
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Ep. 30 | Will Stevens | Strategy vs. Tactics, Discipline, Operational Optimizations | Lessons for Executives & Leaders | Career & Personal Development for Marketers
In this conversation, Will and I dive into the intricacies of marketing strategy, exploring the distinction between strategy and tactics, the impact of organizational incentives, and the challenges faced by marketers in the B2B SaaS landscape. We discuss the importance of clarity, coherence, and...
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Ep. 29 | Paul Ruscoe | Advertising Effectiveness, Why ROAS Is Dumb, What Brand Means, Balancing Brand & Performance, Expectation Setting & More | 6x Director & Current VP @ Incubeta
My Guest: Paul is a 6x Director, current VP of Market Intelligence and award winning media strategist across multiple markets. He's Ex. OMG, WPP, Publicis, Jellyfish and currently at Incubeta. He's worked with brands like Kellogg, Pfizer, Microsoft, SCJ, Coca Cola, Apple, Sony...
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Ep. 28 | A Marketer’s Shark Tank Reaction | What We Can Learn About Business & Marketing
Original Video: https://www.youtube.com/watch?v=HObj7ISWnbQ Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 26 | “Brand Marketing” Doesn’t Mean Anything | Defining Little b brand, Big B Brand & Branding | Mental & Physical Availability | Talking Brand to CFOs & Business Leaders
Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 25 | "Brand, Demand & Expand" Critiqued | Brand Marketing & Brand Advertising | The Gymshark Problem & How Brand Really Works
Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 24 | 50% of Your Revenue Comes From This | Marketing’s Pareto Principle | Efficiency Trap & The Target Is Not the Market
Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 23 | Ryan Mitchell | The Framework to Drive Massive Business Results | How to Use AI and How Not to | Optimizing Your Sales Process | Wants vs. Needs, Content Marketing Strategy and AI Frameworks
My Guest: https://www.linkedin.com/in/builderofwedges/ Come holler at me: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 22 | The Two Biggest Errors Marketers Make with Communications & Advertising | Executive Accountability, Strategy, Targeting and Measurement
Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 21 | P&L-Centric Marketing Musings | Positioning & Targeting, CEO Directives, Setting Realistic Marketing Goals
Come holler: https://www.linkedin.com/in/braeden-matson/ https://www.growthquotient.com/
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Ep. 20 | Brand & Performance is a False Dichotomy | Marketing Terminology, Mental & Physical Availability, Measurement & Budgeting
In this episode, I discuss why I've dispensed with the "brand & performance" dichotomy and what to use instead. Give me a shout: W: https://www.growthquotient.com/ LI: https://www.linkedin.com/in/braeden-matson/
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Ep. 19 | An Academic & Fractional Marketing Leader Drop GOLD | Cause & Effect, Marketing Measurement, ROI & What Business Leaders MUST Know | Auke Hunneman & Christian Hollums
In this episode, I give the mic to Auke Hunneman & Christian Hollums; two incredibly smart and experienced individuals. As a marketing and business leader, this conversation is one of the most important things you'll listen to this year. We cover: Why Philosophy is relevant to marketing (it…
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Ep. 18 | How to Fix a Big CAC | Why Your CAC Is Increasing | How to Diagnosis CAC Problems | Ad Fraud, ROI, CapEx. And OpEx
In this episode, I go deep on CAC. Why it's high and what to do about it step by step. I also talk through ROI, the difference between a Cap.Ex and OpEx and how to think about these two in the marketing context. Give me a shout: W: https://www.growthquotient.com/ LI:...
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Ep. 17 | The STRAIGHT DOPE on Marketing Strategy | Marketing Strategy 101 | Small Brands vs. Big Brands | What Everyone Gets WRONG About Differentiation
In this episode, I go deep on marketing strategy, what it is and how to execute one. W: https://www.growthquotient.com/ LI: https://www.linkedin.com/in/braeden-matson/
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Ep. 16 | Oliver JP Osborne | How to Drive Revenue with Customer Orientation | What Companies Don't Know | Market Research Fundamentals | How to Drive Innovation with Market Orientation
In this episode, I talk to Oliver JP Osborne, Founder, Consultant and market research expert. We cover powerful ground here, including: What is an “orientation” in this context? How to drive revenue with customer orientation What is market orientation? How else can you be oriented? How do you do...
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Ep. 15 | Brand Awareness Actually Means Something | Awareness, Salience & Mental Availability | The Business Case for Awareness | Demand Creation & Demand Generation | Why Demand Gen Fails
There's been a lot of claims about "brand awareness" lately that are incorrect. In this episode I go deep on: • What awareness actually is • Aided vs. unaided • Awareness, salience & mental availability • Awareness & demand creation & more. Connect with me:...
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Ep. 14 | John James | WTF Is Brand, Why Does It Matter and How Do We Measure It | Become Your CFO’s Best Friend | 95:5 Rule, CEPs, ROI vs. Financial Payback, Segmentation & Targeting
In this episode, I speak to John James, founder, consultant, speaker & marketing leader. We cover a lot of very useful ground: What a Brand is & fundamental terminology How to put strategy in place based on ARR and the importance of focus The 95:5 rule ROI vs. Financial payback Why CEP & audience...
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Ep. 13 | How to Use Category Entry Points (CEPs) to Grow Mental Market Share | How Mental Availability Works and Why It Matters | How Advertising Works | How to Use CEPs When You’re a Small Brand
In this episode, I go deep and practical on: What mental availability is What mental market share is, how to measure it and why it matters What is a CEP? What is cued retrieval? How to find and prioritize CEPs How to use CEPs in advertising How advertising works How to budget for advertising...
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Ep. 12 | Brand Vs. Performance Isn't a Thing | How to Deploy Brand Marketing AND Direct Response Together | Why "Performance Marketing" Is the Dumbest Term Since Marketing | Financial Case for Brand
Brand "vs" performance is the dumbest thing ever and needs to stop immediately. It has never been an either or, and they are not competing, antithetical forces. They aren't Cain and Abel. They are the same coin, deployed at the same time, in different proportions depending on where a business is...
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Ep. 11 | How to F*ck It Up by Applying How Brands Grow Wrong | Why CEPs and Segmentation, Targeting & Positioning Can Achieve the Same Thing | Big Brands Are Not Small Brands | Ritson vs. Sharp
It's possible to misapply the tenets of How Brands Grow, and CEPs vs. STP (segmentation, targeting & positioning) is not a versus after all. Connect: https://www.linkedin.com/in/braeden-matson/ https://www.storybookmarketing.io/
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Ep. 10 | Back to School: What Marketing ACTUALLY Is | What Marketing Does | How to Measure Marketing | Clearing Up The Issue with ROI Once and For All | Essential Learning for Newcomers to Marketing
This episode covers foundational things I didn't know for much of my career. By the end, you'll be ahead of most marketers; I guarantee it. Expect to hear: What Marketing Is What Marketing Does Why Marketing Does It How Marketing is Measured + a final (what really should be) nail in the coffin on...
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Ep. 9 | How to Make Outbound Sales Work Better from a Marketing Perspective | The Pitfalls of Siloed GTM | How Marketing Strategy Works with Sales
Outbound sales should be part of a unified strategy that includes marketing. In this episode, we cover: How outbound usually works How outbound is part of targeting How segmentation should happen in the real world and marketing/sales alignment +more Be my guest on the pod! Connect:...
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Ep. 7 | Creating Demand With Price?! | What Market Demand Is | Necessary Vs. Sufficient In The Context Of Price & Demand | Price Elasticity
Connect with me: https://www.linkedin.com/in/braeden-matson-jones/ There is a secret way to do demand gen that no one is talking about: lower your prices. I'm kind of serious, in that 𝗶𝗳 the parameters by which you define market demand include "what consumers in a market are willing to pay for…
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Ep. 6 | Everything Market Segmentation | Pitfalls & What NOT to Do
Mmmmmmmm, pie. Pie slices. More specifically, segmentation. What is it? Expect to hear the main places where brands go wrong here and how to avoid these mistakes. We also touch on the criticism of segmentation as a practice. Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
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Ep. 5 | Everything Market Positioning | What is Positioning | Brand vs. Product Positioning | How to Position a Brand | The 3 Cs
Oof—the big one. So hot right now. Positioning. Expect to hear: What positioning is The difference between brand positioning and product/segment positioning My favourite positioning framework How to do it in practice Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
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Ep. 4 | How to Measure Brand Marketing's Impact for FREE
Brand marketing is hard to measure, but so is almost everything that's effective. In this episode, expect to learn how to measure brand marketing without any added funds & nothing added to your tech stack. Connect with me: https://www.linkedin.com/in/braeden-matson-jones/
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Ep. 3 | How B2B Buying ACTUALLY Works Based On Data | Brand, 95:5 Rule, Mental Availability & Short vs. Long
Understand how the B2B buying process actually works, the giant implications of the 95:5 rule and Bain / Google's research into B2B buying.
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Ep. 2 | Why ROI is Often The Wrong Measure & How to Measure Brand
ROI's impact and the measure of ROI are different things. This confusion I believe is singlehandedly ruining many business'. In this episode, we discuss the difference & how to measure brand marketing.
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Frequently Asked Questions
How many episodes does The Brand Burger Podcast have?
The Brand Burger Podcast currently has 32 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Brand Burger Podcast about?
We go deep with marketers and founders on business and marketing advice that drives commercial outcomes. Your host is Braeden Matson.LinkedIn: https://www.linkedin.com/in/braeden-matson/
How often does The Brand Burger Podcast release new episodes?
The Brand Burger Podcast has 32 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to The Brand Burger Podcast?
You can listen to The Brand Burger Podcast on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Brand Burger Podcast?
The Brand Burger Podcast is created and hosted by Braeden Matson.
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