In this episode, Wendy Coulter, a branding expert, is joined by Hanna Jernigan and special guest Gee Ranasinha, CEO of Kexino. They delve into the essential components of successful marketing, emphasizing the importance of building emotional connections with customers. Gee Ranasinha shares insights on leveraging the 'hummingbird effect'—where small marketing innovations lead to unexpected business advancements. The conversation explores the limitations of data-driven, purely rational marketing, advocating for a return to creativity and human-centric branding strategies. Gee Ranasinha also highlights the necessity of understanding and speaking the language of finance to gain C-suite buy-in for marketing initiatives. The discussion concludes with practical advice on how marketers can effectively communicate the value of their efforts to finance-oriented executives, using relatable language and focusing on tangible business outcomes.00:00 Introduction and the Power of Branding01:24 Meet the Guest: Gee Ranasinha, CEO of Kexino05:31 The Neuroscience of Marketing09:13 Emotional Buying Decisions15:27 Challenges in Modern Marketing24:10 Contrary Thinking in Marketing30:15 The Power of Targeted Campaigns31:27 The Importance of Creative Execution31:59 Choosing the Right Channel for Your Audience33:11 The Behavioral Advantage of Direct Mail34:50 Costly Signaling in Marketing40:35 Bridging the Communication Gap with the C-Suite50:56 The Emotional Side of Marketing53:48 Final Thoughts and Key Takeaways

Ver todos los episodios