Summary

In this conversation, Dr. Manan Thakrar interviews Barry LaBov, a marketing expert and author, about the role of psychology in marketing. They discuss the concept of psychographics and how it goes beyond traditional demographics in understanding consumer behavior. LaBov provides examples of how companies use psychographics to target specific populations and create effective marketing strategies. They also explore how psychographics can shape a company's internal culture and help define its unique identity. The conversation highlights the importance of authenticity and sincerity in marketing and the evolving nature of the field in the global economy. In this conversation, Barry LaBov discusses the power of differentiation in branding and marketing. He highlights the aspirational brand of Apple and how it has become synonymous with innovation and aspiration. LaBov emphasizes the marketing genius of Steve Jobs and the importance of unique attributes in a brand. He also discusses the significance of understanding customer psychographics and the role of employees as the face of the brand. LaBov explores the challenges and considerations in making pivots and changing brand identity. He shares case studies of companies that failed to adapt and the consequences of not understanding customer psychographics. LaBov concludes by discussing the importance of aligning employees with the brand's vision and managing HR and quality control in scaling businesses.

Chapters

00:00 Introduction and Setting

01:40 Introducing Barry LaBov and his book

03:19 The Role of Psychology in Marketing

04:31 Understanding Psychographics

06:41 Psychographics in Action: Harley Davidson vs BMW

07:36 Psychographics in Marketing Church Insurance

09:04 Identifying Psychographics in Different Professions

12:38 Psychographics and the Unique Identity of Companies

15:01 Discovering the Ethos of a Company

24:04 Using Psychographics to Define a Company's Uniqueness

29:58 Psychographics and the Evolution of Marketing

31:52 Psychographics and the Impact on Companies

34:48 The Aspirational Brand of Apple

37:15 Creating Synonymity with Innovation and Aspiration

38:50 The Marketing Genius of Steve Jobs

40:41 The Importance of Unique Attributes in a Brand

43:35 Understanding the Psychographics of Customers

45:01 The Importance of Employees as the Face of the Brand

46:38 Knowing When and How to Pivot

48:26 Balancing Innovation and Stability in a Brand

52:24 Identifying Core Values and Making Pivots

55:27 Factors in Deciding to Change Brand Identity

57:51 Consequences of Not Understanding Customer Psychographics

58:18 Case Studies of Companies that Failed to Adapt

01:02:19 Aligning Employees with the Brand's Vision

01:03:12 Managing HR and Quality Control in Scaling Businesses

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Find and know more about Barry on:

www.labov.comwww.barrylabov.com

https://www.linkedin.com/in/barry-labov-6965241/https://www.facebook.com/LabovMarketing/?paipv=0&eav=AfYfHwUcDhnak_zlZkMNgOnLxAwBaB2qAoKDcOsVkaiwkF1GfPzUCX9Rx0wsmsny5Q&_rdrhttps://www.instagram.com/labovmktg/https://Twitter.com/labovandbeyond

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Music Courtesy:

In Your Eyes - Tobjan / tobjanmusic

Creative Commons — Attribution 3.0 Unported — CC BY 3.0

Free Download / Stream: https://bit.ly/44AZXiUMusic promoted by Audio Library https://bit.ly/3P7hXet

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