The new marketing mix – Are podcasts the future of brand marketing?
Podcasting has completely reshaped the audio landscape, pulling audiences away from other media and into a space where brands, businesses, and creators can connect directly with engaged listeners. Today, companies are leveraging podcasts as a powerful marketing tool—leveraging the medium’s popularity as an accessible platform for authentic storytelling. James Cridland is the editor of Podnews, a world-leading podcast industry newsletter and he’s been tracking the rise of on-demand audio since the early 2000s. His advice for standing out in an increasingly crowded space? Focus on the fundamentals. +++ The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios. This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan. The transcript and show notes can be found on our website here. Interested in reading more podcast insights from James? Subscribe to Podnews. Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn. We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.
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27:03
Building Banish – How Lottie Dalziel turned a New Years resolution into a sustainability startup
In 2018, Lottie Dalziel scribbled down a New Year's resolution: Do better for the planet. Unlike most of us, she actually followed through. Frustrated by the lack of practical and authentic eco-friendly products on the market, Lottie decided she’d take matters into her own hands. While most startups take years to refine their product, test the market, and strategise their launch, Lottie built Banish – a marketplace and education platform focused on environmental responsibility – in just two weeks. Her secret? A low risk, cost-effective approach and a willingness to let her customers feedback shape the start-up... This is how she turned a gap in the market into an expanding business. +++ The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios. This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan. The transcript and show notes can be found on our website here. For more information on Banish check out their website or grab a copy of Lottie’s new book ‘365+ Ways to Save the Planet and your Money at the Same TIme’. If you want to hear Lottie speak further on sustainability, subscribe to Banish’s podcasts; ‘How To Save Our Planet’ and ‘Sustainability Further’. Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn. We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.
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30:11
What’s the story? How to create a compelling brand narrative
Apple doesn’t sell computers. It sells creativity. Or maybe it’s more accurate to say people don’t buy computers, they buy the story a company tells about them – that they’re creative, clever, responsible, or anything else that might matter. Shane Currey, the founder of PRIME Collective Australia, learned this while working in the luxury brand space – without a powerful story behind a brand name, a laptop is just a laptop. So how do you tell stories people want to believe? And what about the stories you tell about the people within the business? Shane says the right narrative can be a ‘weapon of mass alignment,’ and he can help you point your people in the same direction. +++ The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios. This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan. The transcript and show notes can be found on our website here. Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn. We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.
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25:49
Culture and data – What sets the Sydney Swans apart on and off the field
Game days start hours before the opening siren for Sydney Swans’ COO Drew Arthurson. His game prep usually includes hosting corporate events. And sometimes making coffee for the players. Everyone in the organisation has their own game-day rituals, but when you break it down, it’s the art and science of how individuals do their best work. Elite performance is what everyone at the Sydney Swans strives for, regardless of their role. Drew explains the key leadership principles underpinning that shared goal. +++ The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios. This episode is hosted by Dr Juliet Bourke. The transcript and show notes can be found on our website here. If you're interested in hearing more about the business of sport, we know you’ll enjoy our episode with Darren Werner, the Head of Marketing at Kayo Sports. Listen here. Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn. We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.
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28:37
Programmed for loyalty – The psychology of consumer behaviour
For decades, the world’s best brands have refined their techniques to reach new consumers and create loyal, life-long customers. But the modern consumer is smart and informed, maybe even cynical. So how do you grow your business without resorting to manipulative psychological tactics? Consumer behaviour expert Professor Nitika Garg says the key to earning consumer loyalty is authenticity and a holistic approach to your brand’s identity. +++ The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios. This episode is hosted by Dr Juliet Bourke. The transcript and show notes can be found on our website here. If you want to learn more about marketing – its potential ethical pitfalls and how to avoid them – you'll like our episode with marketing expert Dee Madigan. You can find it here. Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn. We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.
As the pace of organisational change speeds up, a new generation of leaders is emerging who see the world differently. They are finding ways to grapple with complexity and make an impact in an accelerating world. What can we learn from them? In The Business Of, a podcast from UNSW Business School, a diverse group of business leaders from the corporate, start-up, government, and for-purpose sectors share their lived experiences in building businesses that can ‘do well’ and ‘do good’.
Host Dr Juliet Bourke, a UNSW Professor of Practice in the School of Management and Governance, speaks with leaders from a range of industries unpacking the complexities of business of art, sports, AI, climate change and more.
Wherever business practices are shifting UNSW researchers and academics are there, and in The Business Of you also learn about the global forces, competing interests and new trends influencing everyday decisions.
Professor Frederik Anseel, Senior Deputy Dean at the UNSW Business School will help you make sense of all the moving parts through the latest research at the world’s top universities. He breaks down how that research equips leaders to make better decisions, build better teams and make a real impact.
If you’re curious about the way business works, The Business Of can introduce you to contemporary industry practices and take you inside the minds of leaders as they figure out what’s next.
Find out more -
https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast
https://www.businessthink.unsw.edu.au/
New Zealand