PODCAST

The Deep Dive

Yerba Madre

A Madre marketing deep dive into all things brand.

business marketing

All Episodes

10:19

The Power Of The Badge Brand

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode examines the profound influence of brands on individual identity and consumer culture. It highlights how brands function as a means of self-expression, allowing individuals to communicate their values, aspirations, and social status. Furthermore, it explores how brand affiliations contribute to social identity and a sense of belonging. It also discusses the potential pitfalls of over-reliance on consumerism for identity formation, emphasizi...

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8:36

Competing With Real Life For Attention

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores how brands must compete for consumer attention against the backdrop of real life, rather than solely against other companies. It emphasizes that understanding the consumer's everyday experiences, emotions, and needs is paramount for effective advertising. It suggests that brands should craft narratives that resonate with consumer reality, create memorable and seamless experiences, and provide genuine value through their offerings. ...

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6:35

The Hallmark Of Truly Famous Work

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode highlights the paramount importance of word-of-mouth marketing in elevating a brand's presence and fostering consumer trust. It emphasizes that people inherently trust personal recommendations over traditional advertising, citing research that supports this notion. It provides illustrative examples such as Coca-Cola's "Share a Coke" campaign and Red Bull Stratos, demonstrating how brands can successfully integrate into real-world conversati...

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11:10

The 3 Part Plan: Ends, Ways & Means

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode outlines the crucial components of a brand plan, emphasizing its role in achieving business growth within a competitive market. It explains that a successful plan revolves around three core elements: ends, which are the specific, measurable objectives a brand aims to achieve; ways, the strategies and approaches employed to reach those objectives; and means, the resources and tools utilized for execution. It stresses the importance of a harm...

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10:02

Making Your Brand A Force For Good

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores the multifaceted journey of discovering a brand's true purpose, emphasizing its role beyond mere market positioning. It highlights the importance of foundational values as a brand's bedrock, asserting that these must resonate with both company aspirations and market needs. What's more, it underscores the critical nature of understanding the market deeply, moving beyond superficial demographics to grasp customer lifestyles and aspir...

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8:03

The Truth Of Low-Level Processing

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores Robert Heath's theory of low-level processing in advertising. It emphasizes that consumers often encounter advertisements subconsciously, processing information without focused attention. This passive exposure, rather than being ineffective, contributes to brand familiarity and positive emotional associations over time. It outlines key strategies for advertisers to leverage this phenomenon, including consistent messaging, eliciting...

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12:18

Mastering The 90-9-1 Rule

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explains the 90-9-1 rule for social media and online community engagement, asserting that 90% of users are passive observers, 9% are occasional contributors, and 1% are highly active creators. It highlights the importance of understanding these distinct user groups for effective social media marketing, emphasizing that all three segments are crucial for a brand's success, not just the vocal minority. This rule encourages marketers to tailor...

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8:31

Slaying The Dragons Of Our Age

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores the evolving role of brands beyond mere providers of goods and services, presenting them as potential champions of societal progress. It argues that brands have a unique opportunity and moral imperative to address significant global challenges, metaphorically referred to as "dragons," such as environmental degradation, inequality, and misinformation. By actively engaging in these battles, brands can not only make a positive impact ...

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7:52

Either A Champion Or A Challenger Be

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explains cultural currency as a brand's ability to maintain relevance, either by championing something positive or by challenging something negative. It highlights Guinness' "Made of More" campaign as an example of championing character over superficiality, showcasing how the brand promotes substance and positive change beyond advertising. Conversely, Apple's privacy campaign is presented as a strong instance of challenging the data industr...

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9:23

Relevance, Difference & Performance

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode examines the critical elements that contribute to a brand's overall value and success. It emphasizes that brand value extends beyond financial metrics, focusing instead on a brand's identity and customer relationships. It discusses three core pillars: relevance, difference, and performance. Relevance highlights a brand's ability to meet evolving customer needs and align with their values. Difference focuses on how a brand stands out from co...

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9:28

Brands As Pop Culture Players

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores the complex relationship between brand credibility and pop culture integration. It emphasizes that for brands to genuinely resonate within popular culture, they must cultivate authenticity and avoid merely "borrowing interest." The author suggests that brand credibility, built on trustworthiness and reliability, is crucial for successful and authentic engagement, citing Louis Vuitton as an example of a brand that has achieved this ...

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11:24

System 1 Vs System 2 Thinking

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explains how our brains process brand information through two distinct cognitive systems: System 1 and System 2 thinking. System 1 is characterized as fast, automatic, and emotionally driven, leading to quick, intuitive judgments about brands based on elements like logos and jingles. In contrast, System 2 is described as slow, deliberate, and rational, enabling analytical reasoning, research, and informed decision-making regarding brands. I...

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9:19

The Dual Power Of Emotive Advertising

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode discusses System1's recent research which challenges previous marketing models by emphasizing the dual impact of emotive advertising on both brand building and sales generation. It explains how appealing to consumer emotions through storytelling, powerful imagery, and resonant themes can increase brand loyalty, stimulate purchases, and lead to higher conversion rates. It highlights the importance of understanding target audiences, crafting ...

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9:07

Beware Of Purpose Without Substance

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores the critical importance of authenticity for brands that seek to align themselves with a social purpose beyond simply generating profit. It highlights that while a brand purpose can reflect a positive societal shift, inauthenticity can lead to significant risks such as consumer skepticism, backlash, and a loss of trust. It warns against practices like "greenwashing" or cultural appropriation, stressing that actions contradicting a s...

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7:45

What We Should Vs All We Could

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode explores the idea that effective brand strategy isn't about doing everything possible, but rather about making deliberate choices and sacrifices. It argues that attempting to appeal to everyone dilutes a brand's impact, leading to confusion. Instead, successful brands focus on their core values and purpose, identifying their "North Star" to guide decisions. This strategic narrowing of focus allows brands to differentiate themselves and forg...

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8:16

Building An Employer Brand

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode makes the case that effective brand building extends beyond consumer perception, advocating for the equal importance of an internal brand that resonates with employees. It highlights how employees embody the brand daily, acting as ambassadors or detractors based on their internal alignment. What's more, it explains that harmonizing internal and external brand perceptions leads to increased employee engagement, improved customer service, and...

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9:45

Make It True & Make It New

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode argues that successful brands must effectively blend the truth with the new. "Truth" represents authenticity, values, and reliability, forming the foundation of consumer trust and loyalty. However, it emphasizes that truth alone can lead to stagnation, making "newness" crucial for engagement and relevance. "Newness" involves innovation, fresh storytelling, and captivating campaigns that grab attention and maintain interest. It concludes tha...

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13:35

Sustainability Without The Sacrifice

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode examines how brands approach sustainability in their marketing efforts, identifying two primary strategies: the "Trust Us" approach, where companies highlight their own environmental credentials, and the "Do More" approach, which encourages consumers to alter their lifestyles for the planet. It highlights the risks associated with both, noting that "Trust Us" can lead to accusations of greenwashing, while "Do More" often struggles due to co...

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8:41

Understanding A Brand Vs Branding

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode clarifies the common confusion between a brand and branding. It explains that a brand is the comprehensive perception and reputation a company cultivates in consumers' minds, encompassing intangible qualities and values. Conversely, branding refers to the strategic actions and deliberate efforts a company undertakes to shape and influence that perception, including elements like visual identity, messaging, and customer experience. Ultimatel...

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10:55

Bridging Brand & Market Narratives

The Deep Dive ·

2025/07/21

Tell Us How You Feel With A Text Review This episode discusses the crucial distinction between a brand's desired story and the market's preferred narrative. It highlights how a brand's self-perception, rooted in its identity and aspirations, often differs from consumer needs and cultural context. It emphasizes that successful brands must reconcile these two narratives, aligning their messaging with what consumers value rather than solely focusing on their own internal vision. Ultimately, effe...

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