We hear so much theory about brand building. But what about the reality? Through a series of sporadic conversations, titled 'On Brand', host Andrew Lewis will be meeting Senior Marketing Leaders to uncover the successes and setbacks, insights and perspectives, that reveal the truth about what it means to build successful brands in today's world.In the first episode, Andrew is joined by Emily Turnbull, Audience Director at Trade Me, to hear more about managing one of New Zealand’s most loved and well-respected brands. Hosted on Acast. See acast.com/privacy for more information.
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27:50
Turning theory in to practice
As humans, we're hard-wired to seek out a sense of progress. As we move through life, we all look to build our own story of headway and achievement to sustain us. And, increasingly, we build these narratives of progress through the little daily or weekly wins we experience. The sense of improvement we feel when making our bed, cooking a meal, or extending our Duolingo streak. Things that give us a sense of control over our lives. In this space, there's an increasing role for brands and organisations to play – as allies in our quest for progress and success, and as symbols of how well we are travelling. But as we all know, this space where we turn theory into practice is the easiest bit to get it all wrong… So, what can we do to make sure we get it right? In this episode, Andrew is joined by Daniel Van Vorsselen, CX Lead at TRA, and Lindsey Horne, Behavioural Insights Director at TRA. Explore more and download the full report at theresearchagency.com/progress Hosted on Acast. See acast.com/privacy for more information.
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33:21
Progress: People are seeking a sense of control in uncertainty. Brands, here’s how to read the room.
Our life expectancy is increasing. But as we live longer, the significant milestones in our lives, the ones we traditionally measure our progress against, are becoming further apart. Harder to reach. So, we find ourselves seeking more frequent markers – the ‘little and often’ things that allow us to build a personal narrative of progress and give us a sense of control over our lives. Brands and organisations have a significant role to play in this space. As allies in our quest for progress and success, and symbols of how well we're travelling. It’s a powerful space, but only for those who can read the room – those who can tap into the cultural context and innovate to create value and meaning. In this episode, Andrew is joined by Laura Mulcahy, Head of Cultural Practice at TRA, and Daniel Talbot, Strategy and Innovation Director at TRA. Explore more and download the full report at: theresearchagency.com/progress Hosted on Acast. See acast.com/privacy for more information.
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30:59
Progress: Are we nearly there yet?
As humans, progress matters to us. It's part of our psyche and crucial for our psychological well-being. When we feel like we're progressing, we feel like we’re winning. Brands who align with this are more appealing to us. Particularly when we feel they can help us with our own quest to feel like we’re moving forward in life. But signalling progress isn’t as simple as you might think. It's not just talking about growth – it’s a lot more interesting and complex than that. Our recent research identified how brands can turn up more authentically in this space. To unpack the findings, Andrew is joined by Colleen Ryan, Partner at TRA and Bailey Hancox, Qualitative Lead, who were both involved in conducting the research. Hosted on Acast. See acast.com/privacy for more information.
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23:59
Play: Liberate audiences from the mundane
The opportunity of playfulness isn't just limited to advertising alone. In a world powered by AI, bots and algorithms, the humanness of playfulness can liberate us from the mundane. In this context, play is a tool that brings CX out of the vanilla and sparks joy to those who touch it.In this episode, Andrew is joined by Daniel Van Vorsselen, CX Lead, and Laura Mulcahy, Head of Culture Practice, to unpack the opportunities presented by Play – a major study recently launched by TRA.Explore more of the research at: theresearchagency.com/Play Hosted on Acast. See acast.com/privacy for more information.
FRAME – a podcast dedicated to the art of knowing people. Hosted by Andrew Lewis, Managing Director at TRA – The Research Agency, FRAME explores some of the latest findings from the world of market research. Each episode features thought leaders representing different human science disciplines. By layering their unique perspectives, Andrew searches for new truths in the data. The uncommon truths. Hosted on Acast. See acast.com/privacy for more information.
New Zealand