Brandwidth® Big Ideas on Small Business Marketing

Search is changing — fast! Thanks, AI. In this forward-looking episode of The Brandwidth Podcast, Sam and Dean explore how AI is shaking up SEO — from search behaviour and algorithms to content creation and discoverability. Here’s what you’ll learn:• How tools like ChatGPT are reshaping how people search• What AI means for your content strategy• Why old-school SEO isn’t enough anymore• How to blend classic SEO with modern AI-savvy tactics• What Google’s AI-driven updates mean for marketers Whether you’re a marketer, strategist, or small business owner, this episode will help you understand where SEO is heading, and how to stay ahead of the curve.Tune in and future-proof your digital strategy. Timestamps:0:00 – AI’s Impact on Search Behaviour & Marketing Strategies9:37 – Google’s Desperation to Balance Ad Revenue & User Engagement11:37 – Google’s AI Evolution & Market Positioning20:26 – The Battle for AI Search Dominance Between Google & Competitors33:27 – The Evolving Landscape of SEO & AI-Driven Traffic45:15 – AI’s Impact on Workload & Expectations54:13 – AI Conversations & Speculations on Self-Awareness

Does where you advertise impact how your brand is perceived?Spoiler: It absolutely does. In this episode of The Brandwidth Podcast, Sam and Dean dive into the relationship between advertising medium and brand trust — unpacking how everything from Meta ads to TV spots shapes consumer perception. Here’s what they explore:• Digital vs traditional: Which mediums build more trust?• Why digital retargeting can sometimes backfire• The role of creativity in trust-building campaigns• How media context shapes brand credibility• The power of a strong multi-channel strategy Full of insights and real-world examples, this episode is a must-listen for marketers and brand leaders navigating today’s fragmented media landscape.Tune in and learn how to match your message to the right medium. Timestamps:0:00 – Exploring Marketing Perspectives: Digital Versus Brand Approaches13:00 – The Art and Science of Effective Retargeting in Marketing19:47 – Long-Term Marketing Strategies for Residential Builders21:12 – Building Trust Through Diverse Advertising Strategies28:46 – The Impact of Advertising Frequency and Medium on Audience Engagement37:09 – Connecting with Branding Experts and Marketing Insights

So naturally, everyone’s asking the question:Is digital marketing dead? Spoiler: nope. Then again, people said radio, TV, and print were dead too… So, of course, digital marketing is not dead, but is today’s middle aged version of digital marketing starting to look a little flabby around the waist? Perhaps. In this week’s Brandwidth podcast, Sam and Dean poke fun at the idea of a digital doomsday and dig into what’s really going on:• Why the “digital-first” obsession is fading• How privacy shifts and cookie deprecation are changing the playbook• Why brand-building will always outlast CTRs• The myth of “digital efficiency” (and what to measure instead)• Why dusting off the marketing fundamentals isn’t regression — it’s smart strategy If the ever-shifting digital landscape has you feeling like you’re chasing your tail, this episode helps you zoom out, laugh a little, and refocus on what actually works. 🎙️ Tune in! It’s not a funeral. It’s a reset. Timestamps:0:00 – The Premature Declaration of Digital Marketing’s Demise3:14 – Reevaluating Digital Marketing’s Role Amidst Evolving Challenges8:26 – The Evolution & Challenges of Modern Digital Advertising14:09 – Rethinking Digital Marketing Strategies & Audience Engagement20:25 – The Flaws of ROI in Marketing Metrics21:58 – The Impact of Regulation on Digital Marketing and Privacy27:00 – Rethinking Digital Marketing Strategies for Long-Term Success

SEO not cutting it for your niche B2B biz? Time to think differently. In this episode of Brandwidth, Sam and Dean unpack the power of Account-Based Marketing (ABM) — especially for complex sales and high-value customers. Here’s what’s inside:• What ABM is and why it works for B2B• A real client story where ABM made more sense than SEO• How to align sales + marketing for smarter targeting• The case for quality over quantity in lead gen• How personalised marketing drives bigger wins in niche markets It’s a strategic deep-dive with practical takeaways for marketers, business devs, and founders navigating long, complex sales cycles.Listen now and learn why ABM might be your next best move. Timestamps:0:00 – Choosing Between SEO & Account-Based Marketing for B2B Success6:39 – Strategic Account Based Marketing for High Value B2B Sales16:46 – Niche Accounting Services & Targeted Marketing Strategies19:08 – Leveraging Account Based Marketing for Business Growth23:51 – Choosing Between Traditional & Account-Based Marketing Strategies29:51 – Account Based Marketing: Old School Meets New Strategies32:17 – The Power of Account-Based Approaches in Problem Solving

Meta ads not hitting the mark? You’re not alone, this episode of Brandwidth is here to help.Join Sam and Dean as they break down what really goes into a successful Meta (Facebook/Instagram) ads campaign and what’s likely holding yours back. Here’s what they cover:• Why a “Buy Now” ad isn’t enough (and what to do instead)• Building a full-funnel strategy (top, middle & bottom)• Understanding your customer’s buying journey• Targeting the right audience at the right time• Balancing brand-building and direct response ads Packed with real-world examples, clear takeaways, and a few laughs, this episode is perfect for small biz owners and marketers who want better ROI from their Meta spend.Tune in and turn those ad dollars into real results! Timestamps:0:00 – Branding vs Digital Marketing for Small Businesses1:57 – Creating Effective Meta Ad Campaigns through Audience & Ad Types8:57 – Effective Meta Advertising & Brand Familiarity15:30 – Understanding the Buyer Journey & Effective Ad Targeting19:24 – Optimising Ad Funnels for Effective Targeting & Engagement25:45 – Building Targeted Audiences through Strategic EBook & Competitions30:19 – Building Effective Multi-Channel Marketing Campaigns for Business Growth35:15 – Maximising Marketing Impact through Strategic Advertising & Engagement40:48 – Exploring Practical Marketing Strategies

What’s the deal with marketing funnels? We hear the term everywhere, but what actually is a marketing funnel? Does it have a place in a sophisticated marketing machine or should it be left to marketing bros and youtubers. Join Dean and Sam as they unpack, unravel, and dejargon the world of the marketing funnel and get the scoop on: * Consumer buying funnels vs. marketing funnels -What about value ladders, are they funnels too? * How AIDA fits into the equation * Real-world examples from Apple and McDonald’s to show you how funnels (and fries) really work Get ready to level up your marketing knowledge with a fun, insightful convo. Tune in now and join the debate! #MarketingFunnels #Advertising #BrandStrategy #ValueLadder TimestampSummary0:27Debating the Relevance and Complexity of Marketing Funnels10:09McDonald’s Marketing Strategy: Low-Cost Burgers, High-Profit Fries and Drinks11:02Funnels and Value Ladders in Marketing Strategies18:30The Debate on Marketing’s Role in Demand Creation22:53Consumer Loyalty and Fast Food Choices23:20Debating Marketing Funnels and Value Ladders in Modern Advertising

How well do you know your marketing influencers? Can you tell Gary Vee quotes from Simon Sinek? These are exactly the question Sam asked Dean in this entertaining episode of the Brandwidth® podcast. Dean takes on a quiz featuring quotes from the biggest names in the biz: Gary Vee, Rory Sutherland, Mark Ritson, Byron Sharp, and more! Whether you’re a marketer, brand strategist, or just love a good laugh, this episode is packed with trivia, surprises, and who know’s you might even learn something! Ready to test your marketing knowledge? Tune in now! #Branding #Marketing #Podcast #BrandWidth #MarketingStrategy #Branding101 TimestampSummary2:06The Impact of Workday’s Rock Star Ad on Corporate Culture5:38Marketing Influencer Quiz: Identifying Quotes from Industry Leaders7:48Marketing Quotes and Industry Insights10:05Marketing Wisdom from Rory Sutherland, Mark Ritson, and Simon Sinek13:10Controversial Idea: A Marketing Bible with Disciples’ Books13:39The Importance of Getting Noticed in Advertising15:34Quotes and Insights from Business Thought Leaders16:53Branding Insights from Marketing Experts18:21Trust Issues in Brand Building and Consumer Behavior21:02Marketing Wisdom and Misconceptions from Industry Giants

We’ve all heard the famous 60% brand-building, 40% activation rule, but most of the research behind it comes from B2C. So what happens when we apply this to B2B? In this episode of Brandwidth®, Sam and Dean dig deep into the data, asking if the same formula holds true for B2B brands—or if it needs a serious rethink. They explore questions like: * Should B2B brands flip the script on this ratio? * How does demand generation and brand awareness differ for B2B? * When should sales activation take priority in your strategy? Ready to rethink your approach? Listen now to find out! #B2B #Marketing #Brand #Sales #Demand #B2BMarketingPrinciples #BrandBuilding #Strategies #SalesActivationTactics #B2BBrandGrowth TimestampSummary0:26New Insights on B2B Marketing from Peter Weinberg and John Lombardo2:32B2B Marketing Effectiveness7:48Balancing Sales Activation and Brand Building in Marketing Strategies11:05The Evolution of Direct Response Marketing12:28Capturing Demand and Building Trust in New Business Marketing14:26Maximizing Direct Response and Brand Building in Marketing Strategies17:03Creating Demand and Nurturing Customers for Unfair Market Advantage20:08Balancing Sales Activation and Brand Building for New Marketers21:14Engage With Us and Keep Growing Your Business

Is your brand ready for the online-only marketplace? In this episode of the Brandwidth® Podcast, Sam McEwin and Dean Millson shine the light on “InstaBrands.” The rise of these online-only brands opens doors of opportunities and profitability, but it also raises an important question: Should the branding approach for Insta Brands differ from traditional methods? Tune in now to discover the essential elements of creating and sustaining a thriving Insta Brand. #branding #marketing #onlinebusiness #InstaBrands #brandstrategy #customerexperience #unboxingexperience #MVP #ecommerce #digitalmarketing #onlinebranding #trustbuilding TimestampSummary0:30Exploring the Rise of Instagram and Online-Only Brands2:38Effective Branding Strategies for Online Direct-to-Consumer Businesses13:08Building Trust and Enhancing Customer Experience for Online Brands19:59Building Trust Through Effective Customer Service and Reviews23:07Handling Irrational Customers with Compassion and Effective Responses26:33The Evolution of Digital Advertising and Brand Identity33:07Balancing Speed and Cost in Brand Development41:00Validating Business Ideas Through Minimal Viable Products and Testing46:42Iterative Problem Solving and the Importance of Marketing Fundamentals

In this episode of the Brandwidth podcast, Sam McEwin and Dean Millson discuss the topic of AI (Artificial Intelligence) and its potential impact on branding and marketing. They approach the topic with curiosity and explore how AI can be used as a creative partner and a new creative medium. They emphasise the importance of asking the right questions and using AI to generate ideas and insights. They also discuss the potential risks and ethical considerations associated with AI. Key Takeaways: * AI can be used as a creative partner and a new creative medium in branding and marketing. * Asking the right questions is crucial when using AI to generate ideas and insights. * AI can help with idea generation, creative strategy, and content creation. * AI can provide structure and guidance in following established models and frameworks. * AI can enhance brainstorming sessions and improve the efficiency of the creative process. Quotes: * “Asking better questions leads to better outcomes.” – Julian Cole * “Brainstorming is not efficient, but interrogating ideas is.” – Dean Millson * “Creativity and the human brain are still essential in the AI era.” – Sam McEwin TimestampSummary0:00:32Introduction to the podcast and topic of AI0:01:55Discussion on the overwhelming amount of AI content0:03:23Approaching AI with curiosity and as a creative medium0:06:52Using AI for content generation and idea generation0:09:43Julian Cole’s approach to using AI for creative strategy0:11:20AI as a tool for brainstorming and generating ideas0:12:47Wrapping up the discussion on AI and its potential uses0:12:47Discussion about the quality of AI-generated content0:13:11Examples of how AI-generated prompts can be useful0:15:07Using AI-generated prompts for brainstorming and copywriting0:16:18The advantage of completeness in brainstorming with AI0:19:19The potential for AI-generated prompts to create paradoxes0:19:44The importance of using good prompts for better AI output0:21:39Comparing AI-generated music to AI-generated content0:22:07The role of the individual in interpreting and polishing AI-generated content0:23:06The potential for AI assistants in various industries0:24:21The usefulness of AI as a personal coach and for providing structure0:24:21Using established models to explain and improve understanding0:25:33AI as a tool to help remember and apply knowledge0:26:26Training your own AI models for personal use0:27:18Ethical concerns about sharing sensitive information with AI0:28:13Ownership and privacy of data used by AI0:30:09Will AI replace jobs?0:31:12How agencies should use AI creatively0:33:14AI replacing low-value services0:34:39Impact on cheap design services like 99designs0:35:34AI as a new cheap option for those who don’t value quality0:36:03Increasing output and value of agencies like ours0:36:43The importance of having an expert behind AI tools0:37:23The challenge of going beyond surface-level results0:38:57The role of designers in the age of AI0:39:26The need for human expertise in decision-making0:40:08The possibility of AI replacing Google search0:40:23Encouraging audience engagement and feedback0:41:01Promoting the podcast and asking for reviews0:41:23Closing remarks and farewells

Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics.​ **Summary:**​Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing on product or customer experience and getting noticed. They suggest using a mix of channels to increase visibility and provide reasons for consideration. They also highlight the value of trials, reviews, and testimonials to build trust. ​For semi-established brands, Sam and Dean recommend increasing physical availability and reinforcing key messages. They caution against getting bored and making rash decisions. They also suggest exploring new category entry points and finding quick wins in low-hanging fruit.​For established brands, the focus is on staying present and mentally available. They stress the importance of repetition with creativity and not jumping at shadows. They also discuss the potential for brand extensions, using RACV’s expansion into solar as an example.​ **Key Takeaways:**​ 1. New brands should focus on product or customer experience and getting noticed. 2. Semi-established brands should increase physical availability and reinforce key messages. 3. Established brands should stay present and mentally available, using repetition with creativity. 4. Brand extensions can be successful if there is a transfer of trust from the existing brand.​ **Quotes:**​- “New brands need to provide reasons for consideration and opportunities to trial.” – Dean Millson- “Repetition with creativity is key for established brands.” – Sam McEwin- “Brand extensions can be successful if there is a transfer of trust.” – Dean Millson About The Guest(s): Sam McEwin and Dean Millson are the hosts of the Brandwidth podcast. They are experienced marketers and brand strategists who share their insights and expertise on branding and marketing topics. Summary: Sam and Dean discuss the different stages of brands and the priorities at each stage. They start with new brands, emphasizing the importance of focusing on product or customer experience and getting noticed. They suggest using a mix of channels to increase visibility and provide reasons for consideration. They also highlight the value of trials, reviews, and testimonials to build trust. For semi-established brands, Sam and Dean recommend increasing physical availability and reinforcing key messages. They caution against getting bored and making rash decisions. They also suggest exploring new category entry points and finding quick wins in low-hanging fruit. For established brands, the focus is on staying present and mentally available. They stress the importance of repetition with creativity and not jumping at shadows. They also discuss the potential for brand extensions, using RACV’s expansion into solar as an example. Key Takeaways: * New brands should focus on product or customer experience and getting noticed. * Semi-established brands should increase physical availability and reinforce key messages. * Established brands should stay present and mentally available, using repetition with creativity. * Brand extensions can be successful if there is a transfer of trust from the existing brand. Quotes:

Sam McEwIn and Dean Millson discuss the importance of attention in advertising and the findings of Professor Karen Nelson Field’s research on attention. They explore the impact of attention on memory and brand recall, as well as the different channels that attract attention, such as television, catch-up TV, and mobile phones. The conversation highlights the potential of optimising ads and media plans to maximize attention and the need for a unified metric to measure attention across different channels. The discussion also touches on the effectiveness of digital TV ads and the value of print advertising. [TRANSCRIPT] 0:00:27 – (Sam McEwin): Yes. Welcome back to another episode of The Brandwidth Audio Podcast. My name’s Sam McEwin. Joining me dressed in exactly the same shirt as he wore in the last episode, is Dean Millson. 0:00:36 – (Dean Millson): It’s so bizarre. Exactly the same thing that was going through my head as you introduced me then. Thank you, Sam. 0:00:46 – (Sam McEwin): Have you not slept in the last three weeks that we. 0:00:51 – (Dean Millson): Funny. 0:00:52 – (Sam McEwin): Yeah. We may have mentioned welcome, everybody, to the episode we may have mentioned at the end of the last episode that we are making some early attempts at recording video to accompany these podcasts, which may or may not end up on YouTube. We’re certainly at some point going to have video on YouTube. I think whether my attempts to set up some sort of rudimentary recording system have worked or not, I’m not sure about. But it has definitely exposed the fact that we tend to record these episodes back to back a couple of times. 0:01:20 – (Dean Millson): Have to have a change of clothes, like hold a wardrobe. 0:01:25 – (Sam McEwin): There’s a lot to think. See, little things that you don’t think about when you’re recording a podcast. 0:01:29 – (Dean Millson): We’re adding complexity here. 0:01:30 – (Sam McEwin): We’re going to need a wardrobe department. 0:01:32 – (Dean Millson): Yeah, we are. 0:01:34 – (Sam McEwin): That could be fun. Wow. 0:01:37 – (Dean Millson): There’s a whole new distinctive assets. I can just think of turning up in some sort of fancy dress. A bit of what’s come to mind, like Civil War. I don’t know why I’m gone there. Like, if I dressed up as a Civil War generally, I don’t know why. 0:01:55 – (Sam McEwin): I just pictured you looking like the Colonel Sanders. I don’t know if that was I think I’m in the General Lee with the little okay. 0:02:04 – (Dean Millson): All right. 0:02:07 – (Sam McEwin): It’s sort of related. I’ve heard of facial hair as branding. What was his name? From you, but wouldn’t know him, but from Moz SEO. Moz Rand. He used to do some sensational he used to do some video content called Whiteboard Fridays, where he tackled some really watching those, actually. Yeah, it was really good. And there was sort of early days of content marketing, and he’d get a whiteboard and he’d sort of plan out what he was going to talk about on the whiteboard pre the show. And then he’d sort of talk through it usually quite complex technical SEO things. But he had a lot of charisma, and he did them really well. And as it evolved, he started sort of doing some interesting things with his facial hair.

Summary: In this episode of “The Brandwidth Podcast,” Dean Millson and Sam McEwin discuss the importance of employer branding in today’s competitive job market. They explain that employer branding is not a separate brand from the company brand but a different expression of it. The key to successful employer branding is understanding the target audience, creating an employee value proposition, and aligning the company’s values and behaviours with the brand. They emphasise the need for authenticity and creativity in employer branding efforts and stress the importance of involving employees. Dean and Sam also highlight the role of storytelling and the use of various channels and collateral in attracting and retaining top talent. Key Takeaways: * Employer branding is not a separate brand from the company brand but a different expression of it. * Successful employer branding requires understanding the target audience and creating an employee value proposition. * Authenticity and creativity are crucial in employer branding efforts. * Involving employees in the process of employer branding can help build a strong company culture. * Storytelling and the use of various channels and collateral are effective in attracting and retaining top talent. Quotes: * “Employer branding is the perception that lives in the talent pool out there.” – Dean Millson * “Your employer brand can look a bit different from your customer brand because you have a different audience.” – Dean Millson * “Your employer brand is a different expression of your company brand.” – Dean Millson TimestampSummary[0:00:00]Dean introduces the topic of employer branding02:02The current challenge of attracting and retaining talent03:25The impact of COVID-19 on the job market04:33The importance of investing in employer branding long-term05:42The different terms used for employer branding06:53The role of aesthetics in attracting talent08:18Feedback on brand perception during the recruitment process09:27Defining employer branding as a perception in the talent pool10:31The long-term commitment required for employer branding12:03The difference between employer branding and job ads12:58Longer sales process and research required for this type of sale.13:23Switched market where employers are pitching to candidates.14:32Paying employees fairly is more cost-effective than overpaying for talent.16:47Elements of an employer brand strategy: company brand, audience, value proposition.17:57Understanding the target audience and where to reach them.19:09Employee value proposition: translating company promise into benefits for employees.20:34Examples of employer brand strategies by Domain and Wolf Olins.23:27Aligning brand values with personal human values for attracting talent.24:17Purpose as an internal focus for employees, not just external marketing.25:57Importance of sticky values and behaviors in employer brand strategy.26:58Importance of telling stories and celebrating employees29:05Channels and collateral for recruitment marketing29:32Recruitment marketing is similar to marketing for customers30:33Being present in industry events and conferences32:14Considering competitors as potential talent sources33:47Employee videos as effective recruitment marketing tools34:25Recruitment marketing also benefits brand marketing35:25Removing barriers and uncertainties for potential candidates36:15Attracting talent from other organizations requires something special37:16Recruitment marketing should be integrated with overall brand strategy39:...