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:

• “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

TimestampSummary00:29Introduction to the podcast01:31Discussion about the Tip Top bread ad02:53Different stages of brands: new, semi-established, and established04:28Priorities for new brands: focus on product, get noticed06:28Provide reasons for consideration, offer trial opportunities07:53Importance of reviews and testimonials for new brands09:05Look for quick wins and low hanging fruit09:52Position hard against competitors for smaller brands11:21Examples of brands positioning against competitors12:10Playfulness and fun in brand positioning strategies12:15Discussion about brands becoming complacent or bored.14:06Priorities for semi-established brands: physical availability and customer experience.15:28Importance of reinforcing key messages and building trust.16:59Focus on staying present and growing the market for well-established brands.18:52Nostalgia as a strategy for connecting with customers.19:27Leveraging old brand assets or creative ideas from the past.20:45Reinforcing habits for market leaders, breaking habits for new brands.22:21Example of Coke and Pepsi’s different strategies based on market share.23:20Repetition with creativity to keep messaging fresh.24:24Importance of not making rash decisions and staying true to what got you there.25:00Brand extensions can be successful in the right circumstances26:47RACV is a trusted brand in Australia branching out into new industries27:54Transferring trust to a new category can be successful29:18Brand extensions can be challenging in highly competitive industries30:30Selling trust is a valuable marketing service31:36RACV’s long history of trust makes them successful in new industries32:47Fruity Beer is an example of breaking a category34:38Understanding objectives is crucial for successful marketing35:25Check out the Tip Top ad for a generic but nice advertisement35:30End of episode