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

Think brand health tracking is just for big brands with big budgets? Think again.



In this episode of The Brandwidth Podcast, Sam and Dean dive into how small and medium-sized businesses can measure and improve brand health — without expensive tools or complex metrics.



Here’s what you’ll learn:• What brand health really means (and why it matters for SMBs)• Practical ways to track performance without a massive spend• How to use category entry points to understand your audience• Why context matters for local and niche businesses• Smart, scalable ways to build brand visibility and engagement



Whether you’re running a small agency, local firm, or niche product brand, this episode gives you the tools to track and grow with confidence.Tune in and take your brand’s pulse, on your terms.



Timestamps:0:00 – Exploring Brand Health Through Professor Jenni Romaniuk’s A to Z Framework.10:12 – Challenges in Customer Retention & Survey Accuracy15:46 – Strategies for Tracking Brand Health in Small B2B Firms23:22 – Evaluating Brand Measurement & Marketing Strategies for Small Businesses33:04 – Leveraging Brand Health Metrics for Small & Medium Businesses38:10 – Exploring Small-Scale Brand Health Measurement & LinkedIn Strategies

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

What makes a rebrand actually work, and what happens when it tries too hard?



In this episode of the Brandwidth podcast, Sam and Dean break down two big auto campaigns — Jaguar’s latest rebrand and Mazda’s iconic Zoom Zoom — to explore the do’s, don’ts, and deeper strategy behind brand reinvention.



Here’s what they dig into:• Why Jaguar’s sleek campaign fell flat with younger audiences• Was it bold innovation or a misfire in brand substance?• The power of brand heritage and perception• How Mazda nailed the blend of nostalgia + modernity• What every rebrand needs to get right (regardless of industry)



Smart, punchy, and full of takeaways, this episode is a must-listen for marketers, strategists, and brand builders navigating repositioning in any space.Tune in and see what zoom-zooms… and what stalls.



Timestamps:0:07 – Jaguar’s Rebrand and Agency Firing Controversy3:22 – Marketing Insights from Mazda and Jaguar Campaigns7:21 – Jaguar’s Controversial Rebranding Campaign Sparks Social Media Debate9:22 – The Evolution of Car Brands Amidst the Electric Revolution16:24 – Debate Over Jaguar’s Bold Rebranding Strategy18:34 – Mazda’s Brand Revival Through RX7 Inspiration and Redesign21:54 – Rebranding Jaguar: Lessons from Mazda’s Zoom Zoom Strategy30:12 – Brand Resilience and the Power of Consumer Forgiveness34:24 – Brand Insights, Drinking Games, and Case Study Collaborations

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

What if the secret to better branding isn’t doing more — but doing less (and avoiding the wrong things)?



In this thought-provoking episode of the Brandwidth podcast, Dean and Sam explore via negativa, a concept pulled from Nassim Taleb’s Antifragile, and how it might apply to modern brand strategy.



Here’s what they dig into:• What “via negativa” means• 10 rules of what not to do in brand strategy• Why simplifying > complicating• Why you shouldn’t let competitors define your positioning• The myth that “more budget = better brand”



This one’s a fresh, counterintuitive take on how less noise, fewer mistakes, and clearer thinking can elevate your brand and marketing outcomes.Tune in and learn what not to do.



Timestamps:0:00 – Connecting Literature & Marketing Through Unique Perspectives2:56 – The Power of Removing Rather Than Adding in Decision Making10:03 – Ten Commandments for Effective Branding Strategies19:28 – Debating the Positivity & Negativity of the Ten Commandments21:00 – The Power of Simplicity & Brand Experience in Marketing

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

Ever wondered what a real marketing insight is and why it matters? In this episode of Brandwidth, Sam and Dean go deep into the world of insights and how they power creativity, strategy, and brand storytelling.



Here’s what’s inside:• What insights actually are (and what they’re not)• 11 different types of insights — from eureka moments to cultural currents• Why “hidden truths” are just the beginning• How great strategists turn insights into creative gold• Real-world examples to bring it all to life



Whether you’re building campaigns, pitching ideas, or just want to sharpen your strategic thinking, this episode is a masterclass in making insights work for you.Tune in and upgrade your insight game!



Timestamps:0:00 – Exploring Insights in Branding & Marketing Discussions2:14 – Understanding Insights in Advertising & their Varied Forms6:41 – Uncovering Hidden Truths & Insights in Consumer Behaviour8:44 – Eureka Moments & Universal Truths in Business Innovation16:43 – Exploring Tension Points in Innovation & Market Strategy19:34 – Cultural & Emotional Insights in Consumer Decision-Making29:11 – Exploring Social Media Behaviour & Market Opportunities35:03 – Symbolic Branding & Market Disruption Insights43:44 – Brand Strategy: Positioning Against Industry Norm

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

Ready to stop guessing what your customers want, and actually know?



In this episode of Brandwidth, Sam and Dean get real about what it means to be truly market-oriented, and why it’s a game changer for your brand.



They cover:• Market vs. product vs. competitor focus (and why it matters)• Breaking out of your own assumptions• Real-world examples of brands doing it right• Tools like customer interviews, surveys & Net Promoter Score (NPS)• Simple steps to align your strategy with what your market actually wants



Fun, sharp, and packed with insights — this one’s for marketers, founders, and brand builders who want to win by listening smarter.Tune in now and level up your customer game!



Timestamps:0:00 – Exploring Market Orientation in Branding & Marketing 7:26 – Market Orientation vs Product & Competitor Focus in Business15:29 – Exploring Market Orientation Through Customer Use & Value19:55 – Perceptions of Wine Drinkers in Stock Photos vs Reality22:28 – Understanding Wine Consumption Through Cases & Needs States25:06 – Challenges & Strategies in Conducting Effective Customer Surveys33:58 – Customer Feedback & the Value of Insightful Reporting38:57 – The Power of Market Orientation & Customer Insights

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

Marketing attribution f@#*ed!



In this Brandwidth® episode, Sam and Dean dive into one of the biggest challenges facing modern marketers—accurately measuring what’s driving results.



From the flawed multi-touch models to the rise of walled gardens like Google and Facebook, it’s time to ask: Are we focusing on the wrong metrics? Or more to the point, is the whole attribution game rigged? Would we be better off with no attribution at all than what we have today?



Listen in as we unravel the mess of marketing attribution and explore what it really takes to make your media work harder for you.



#MarketingAttribution #BrandBuilding #DigitalMarketing #Analytics



TimestampSummary0:26Marketing Attribution Is F@#*ed4:06The Flaws and Future of Marketing Attribution Models7:43The Evolution and Impact of Digital Marketing on Advertising15:36The Challenges of Digital Advertising Attribution20:52The Pitfalls and Complexity of Attribution Models in Marketing25:32The Complexity of Measuring Advertising Effectiveness33:56Challenges and Strategies in Digital Marketing and Media Measurement41:12Encouraging Deep Conversations and Smart Decisions in Brand Strategy

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

Struggling to win over customers or clients? What if the key to changing minds isn’t about saying more—but doing less?



If you’re a business owner, understanding the art of persuasion can make all the difference. But here’s the twist—it’s not always about giving more information.



Sometimes, the secret lies in removing the roadblocks holding people back from saying “yes.”



In this episode of the Brandwidth® podcast, Dean and Sam reveal powerful strategies from Jonah Berger’s “Catalyst: How to Change Anyone’s Mind.” Join them as they break down six pillars that can help you reduce resistance, whether in marketing, branding, or day-to-day operations.



Tune in now and learn how to get customers and clients on board faster than ever before!



#Marketing #Branding #Referendum #JonahBerger #Changebehavior #MarketingStrategies #BrandingIdeas #ReduceBarriers #ConsumerBehaviour #HowToChangeAnyonesMind #MarketingToChangeBehavior



TimestampSummary0:27How To Be A Catalyst And Change Minds7:38Effective Anti-Smoking Campaign in Thailand Involving Children9:15Behavioral Science in Decision-Making and Persuasion13:36Strategies for Bridging Political and Social Divides19:02Freemium Models and Consumer Behavior in Online Services21:45Corroborating Evidence and the Translation Problem in Recommendations24:54Analyzing Political Campaign Strategies and Public Reactions29:39The Art of Persuasion Through Alignment and Connection30:36Debating Political Strategy and Voter Behavior35:18Marketing Strategies and Challenges in Political Campaigns38:27How to Change Minds and Break Down Barriers

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

Did you know that smart marketing decisions during a downturn can change your business forever?



During the Great Depression, Kellogg’s dominated the market with one bold move: they doubled down on their marketing budget when others were cutting back.



But how can small businesses with limited budgets thrive during a recession?



In this episode of the Brandwidth® podcast, Dean and Sam explore innovative strategies for creating demand, even when the market is slow. Tune in to find out how to generate demand and outpace your competitors!



#branding #marketing #demand #business #clients #ecomomicdownturnmarketing #brandbuildingstrategies #generatingdemand



TimestampSummary0:26Exploring a Familiar Topic with a New Twist1:24Investing in Brand Versus Generating Demand During Economic Downturns4:09Balancing Brand Building and Demand Generation in Advertising10:05Marketing Strategies During Economic Downturns and Consumer Behavior Shifts17:31Strategies for Generating Demand in a Price-Sensitive Market24:03Engage, Subscribe, and Share Your Thoughts on Our Content

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

Purpose-Driven or Perilous?



Brands are increasingly under pressure to take a stand on social issues, known as purpose-driven branding. But high-profile cases like Bud Light, Target, and Gillette highlight the potential for significant financial loss when things go wrong.



How, then, can brands support social causes without risking significant backlash and revenue loss and should truly purpose led brands even care?



Tune in to Brandwidth® as Dean and Sam tackle the tricky world of purpose-driven branding:



Quotes:




* “Nobody cares about your brand, yet. Then when you do something mildly controversial, they seem to care a lot.” – Dean Millson



* “My first bit of advice, if you want to be purposeful, do it first, quietly.” – Sam McEwin



* “Marketing should be the last part of the journey to becoming a purpose-led organisation.” – Sam McEwin








TimestampSummary00:31The Power of Audiobooks and Cafe Marketing Tips06:24Bud Light’s Controversial Social Media Campaign with Dylan Mulvaney10:16The Impact of Controversial Marketing on Major Brands16:04Debating the Necessity and Impact of Brand Purpose21:35Authenticity in Brand Marketing and Social Movements03:21The Debate on Brands’ Role in Society05:30Brands’ Missed Opportunities in Standing Firm on Controversial Issues09:21Brands, Culture, and Controversy in Modern Marketing13:34The Importance of Brand Strategy and Long-Term Vision16:55Exploring the Impact of Woke Culture on Financial Success

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 discuss the importance of branding for small businesses. They explain that branding is not just for big companies, but can also be beneficial for small brands. They outline a methodology that they use to help small businesses grow and succeed. They emphasize the importance of balancing activities that drive initial consideration and brand awareness with activities that enable the brand to be found during active evaluation. They also discuss the challenges that small businesses face in branding and marketing, and provide practical strategies for success.



Key Takeaways:




* Small brands should focus on active evaluation rather than initial consideration.



* Paid search and performance marketing are effective strategies for small businesses.



* SEO is a long-term play that can be more cost-effective than paid search.



* Small businesses should invest in brand awareness once they have proven their market fit.



* Balancing short-term results with long-term brand building is crucial for small businesses.




Quotes:




* “A well-balanced media program is one that has activities that drive initial consideration and brand awareness, as well as activities that enable the brand to be found during active evaluation.” – Sam McEwin



* “Paid search is the most common channel for small businesses to start with, as it delivers immediate results.” – Dean Millson



* “Small businesses should invest in brand awareness once they have proven their market fit and have the revenue to support it.” – Sam McEwin












TimestampSummary0:00:30Introduction to the podcast episode0:01:13Discussion about changing offices and upgrading space0:02:41Introduction to the topic of when and how small brands should brand0:05:00Explanation of initial consideration and active evaluation in consumer decision making0:07:08Importance of brand awareness and being included in initial consideration0:08:20Percentage of final purchases made from initial consideration set0:10:13Importance of balancing brand focus and being found during active evaluation0:11:59Application of the methodology to small businesses0:12:44Discussion about typical small businesses and startup models[0:12:33]Small businesses in Australia need to make revenue quickly.[0:13:33]Startups need to prove product market fit.[0:14:01]Business model and pricing must be proven sustainable.[0:15:00]Brands drive preference, products drive action.[0:15:32]Offering different pricing options to engage customers.[0:17:29]Marketing activities for startups must work instantly.[0:19:18]GoPro Hero Ten Black has overheating issues.[0:23:07]Tips and tricks to prevent GoPro overheating.[0:24:31]Using tripod mode and adjusting resolution to prevent overheating.0:25:32Shooting video in different frame rates and resolutions0:26:21Managing the rear display brightness to reduce heat0:26:54Using horizon leveling for level shots0:27:16Removing internal battery when using external power0:27:49Tips for using GoPro effectively0:29:14Recording and syncing video footage0:29:35Considerations for small business promotion0:31:59Importance of active evaluation in digital marketing0:33:03Paid search vs organic search cost comparison0:35:43Strategy of starting with paid search and transitioning to SEO0:38:46Channels available for small businesses to grow brand awareness.0:39:28Importance of building a foundation for brand even with limited budgets.0:41:02Long-term play of brand building and its value.0:41:31Targeting the 95% of audience not currently in the market.