Getting It Right: The Brand Strategy Podcast

A fortnightly podcast looking all things brand strategy.

The author(s)

  • Douwe Rademaker Global Service Line Leader, Market Strategy & Understanding
  • Chris Murphy Market Strategy and Understanding, US
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Getting It Right aims to inspire listeners to think differently about brands, brand strategy and brand growth. Our goal in each fortnightly episode is to leave you with at least one inspiring idea to act differently when managing brands.

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If you’d like any more information about anything discussed on this podcast or if you’d like to have a question answered, contact [email protected]

Season 2, Espisode 5: The new retail – social commerce and Livestreaming in China – Jannet Wang, Executive Director, Ipsos in China, joins Douwe and Chris to discuss eCommerce in China and what the emergence of social commerce and livestreaming means for brands. To learn more about what was discussed in the podcast read our paper Convergent Commerce: Navigating the increasingly fragmented world of emerging channels and shoppable touchpoints.

 

Season 2, Episode 4: What does the declining global population – Darrell Bricker, Global Head of Public Affairs at Ipsos, joins Douwe and Chris this week to discuss demographic changes and what global population decline and an ageing population means for brands. To learn more about what was discussed in the podcast read Darrell’s paper Emptier Planet: Are we ready for the shock of global population decline? or email [email protected].

 

Season 2, Episode 3: Surfing the premium wave – In this episode Douwe and Chris are joined by Laurent Dumouchel, Chief Growth Officer, Brand Health Tracking, Ipsos to look at premium brands. Premium brands have thrived during the pandemic and this podcast discusses how to premiumise, the geographical differences in the popularity of premium brands and whether the popularity of premium brands is here to stay. To learn more about what was discussed in the podcast read Laurent’s paper Trading Up: How has the pandemic impacted the positive momentum of premium brands or email [email protected].

 

Season 2, Episode 2: Brand Sustainability – In this episode, Douwe and Chris are joined by Greg Clayton, Head of Market Strategy and Understanding for Ipsos in the UK, to discuss brand sustainability, highlighting times when brands have got it right and got it wrong. To learn more about sustainability visit our hub page on the topic.

 

 

Season 2, Episode 1: Brand moments, routines and rituals – In the first series of Getting It Right the focus was on the foundations of brand strategy, while in the season two hosts Douwe Rademaker and Chris Murphy will look more at brand activation. Oli Sweet, Head of Ethnography for Ipsos in the UK, and Colin Strong, Head of Behavioural Science for Ipsos in the UK, are the guests this week where the discussion looks at routines and rituals, and how ethnography and behavioural science can help us uncover, and give meaning to, hidden insights.


Episode 8: Brand Consciousness – Steven Naert joins hosts Douwe and Chris this week to discuss brand consciousness and brands doing good in society.

 

Episode 7: Back to basics: Brand positioning – In this episode, Douwe and Chris are joined by Laura Hurst, Associate Partner, Strategy3, Ipsos in the UK, to discuss brand positioning and the power of simplicity.

 

Episode 6: Shaping 2025 and Beyond – On this episode, Sarah Castell, Head of Futures for Ipsos in the UK, and Philip Ryan, Partner, Strategy3, Ipsos in the US, join hosts Douwe and Chris to look at plausible, thought-provoking scenarios of what the next five years may bring. To learn more about what is discussed in this podcast, read the Shaping 2025 and Beyond report.

 

Episode 5: Dancing with Duality – On episode five of the podcast, Gillian Drewett, Global Head of Offer, Brand Health Tracking, Ipsos, joins hosts Douwe and Chris to discuss how brands can achieve growth in a mindful and mindless world. To learn more about the topic read Gillian’s paper, Dancing with Duality.

 

Episode 4: The Art of More – On episode four of the podcast, hosts Douwe and Chris are joined by Gesina Gudehus-Wittern, who heads up Ipsos’ insights consultancy Strategy3 in Germany. They discuss Gesina’s idea of The Art of More, which looks at how large and legacy brands too often have a warfare mindset and miss the market-shaping potential of their own brand assets.

 

Episode 3: Distinctive Brand Assets – In episode three, Douwe and Chris discuss new thinking on distinctive brand assets with Hazel Freeman, Global BHT Service Line Offer and Design Director at Ipsos, and Adam Sheridan, Global Head of Products and Innovation, Creative Excellence at Ipsos. To learn more about unlocking the power of distinctive brand assets read Adam’s paper on the topic.

 

Episode 2: Consumer Consciousness – In episode two, our hosts, Douwe Rademaker and Chris Murphy, speak to Daan Versteeg, Country Manager of Ipsos in the Netherlands, about consumer consciousness, the new data-driven consumer centricity framework and its impact on brand building. To learn more about this topic read Douwe and Dan’s paper, Consumer Consciousness: A new survival strategy in an increasingly volatile world.

 

Episode 1: Anticipating fluid times through multi-scenario brand strategies – Welcome to our first episode of Getting It Right, recorded March 2021. This week, our hosts, Douwe Rademaker and Chris Murphy, sit down with Seth Traum, Managing Partner, Strategy 3, Ipsos in North America, to discuss implementing dynamic brand strategy and how to get it right.

The author(s)

  • Douwe Rademaker Global Service Line Leader, Market Strategy & Understanding
  • Chris Murphy Market Strategy and Understanding, US

Media & Brand Communication