That's What I Call Marketing

• S4 Ep28: Brand Global, Adapt Local with Katherine Melchior Ray & Nataly Kelly

  CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you by Tracksuit, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community!02:35 Katherine's Global Marketing Experience04:32 Natalys Background and Contribution05:18 The Power of Global Connections08:31 Foundations of Marketing and Branding09:40 Cultural Intelligence and AI Limitations10:31 Localisation and Cultural Nuances15:14 Organisational Attitude and Flexibility16:35 Proximity Bias in Large Economies17:49 Freedom Within a Frame Framework19:04 Kit Kat's Global Strategy20:46 Kerry Gold's Adaptation to US Market22:05 Global Brand Consistency26:33 The Impact of AI on Global Branding28:23 Cultural Nuances in Marketing29:36 Anecdotes and Lessons LearnedBuy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825 Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep27: Imen Zitouni, Intact's CMO on on Building a Brand That Travels

  When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people.In this conversation, Imen joins Conor at Intact House in Dublin to talk about the twists and leaps that built her career. She tells the story of the seven PowerPoint slides that convinced CEO Charles Brindamour to start The Intact Lab, an experiment that began with seven people and now employs over a thousand specialists in data, AI and customer experience.She explains what innovation really looks like inside a business built on managing risk. how you protect teams so they can experiment, why “failing fast” only works if you decide fast, and what it takes to turn ideas into impact.You’ll also hear how she applies the same mindset to marketing and why “Technology gives you speed. Storytelling gives you meaning.” As well as how the global Intact rebrand was “not a marketing project, but a company-wide one.” and why she believes creativity in insurance starts with culture, not slogans.It’s an honest, practical conversation about leadership, experimentation, and brand building from one of Canada’s most respected marketing executives recorded on the day the Intact name officially launched in Ireland, the UK and Europe02:30 – Teaching people how to use a mouse (and falling in love with the internet)04:50 – Lessons from agency life at Cassette06:20 – The late-night call that brought her into insurance08:00 – Finding purpose in a data-driven industry09:45 – “I have an idea”: how The Intact Lab began10:50 – Protecting teams to innovate13:40 – The 30-day rule and rapid prototyping15:10 – “Fail fast” only works with fast decisions17:30 – Moving from Chief Digital Officer to CMO20:10 – Mentorship and learning from Anne Fortin23:00 – “Technology gives you speed. Storytelling gives you meaning.”24:40 – The founders’ story: building values before brand26:40 – Naming Intact and the red brackets27:30 – Rebranding RSA: “not a marketing project — a company-wide one”30:20 – Global consistency vs local freedom33:10 – When “witty” means different things in different markets37:00 – Building a household brand and resilient communities Hosted on Acast. See acast.com/privacy for more information.

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• The Singles takes on OpenAI, Tylenol & Stiller Soda

  In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how brand trust plays a crucial role in weathering PR storms. Lastly, they touch on Ben Stiller's foray into the healthier soda market with Stiller Soda and analyze the potential market dynamics. The episode is packed with insightful data and expert opinions, offering a comprehensive look at current marketing strategies and brand health management.02:30 OpenAI's New Brand Campaign03:23 AI Competitors and Market Penetration08:17 Emotional Advertising and Brand Loyalty13:25 Tylenol's PR Crisis and Brand Trust21:02 Ben Stiller's Entry into the Soft Drink Market29:16 Year-End ReflectionsWith thanks to Tracksuit Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep26: Mark Ritson on The Biggest Mistakes Marketers Still Make & How to Stop

  What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore: 👉 The real reason discounting destroys long-term value. 👉 Why profitability, not revenue, is the measure that matters. 👉 How brand equity lets companies charge 30% more — and why few marketers understand margins. 👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins.We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver.This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning.What You’ll LearnWhy pricing is the forgotten P — and marketers must reclaim it.The psychological and financial damage of endless promotions.What Nestlé’s portfolio clean-up reveals about focus and profit.How the marketing profession lost the plot on creativity and strategy.Why AI won’t kill marketing — it will expose who actually understands it.The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S.⏱️ Episode Chapters 01:20 – Mark Ritson & his return to Dublin 03:00 – Why sold-out events show poor pricing strategy 04:30 – The hidden cost of discounting and brand devaluation 07:00 – How Kellogg’s proves the power of price premium 08:30 – Profitability vs. revenue: what marketers forget 10:20 – Why marketers must be part of pricing decisions 12:30 – Nestlé’s new CEO and the art of brand consolidation 15:00 – The 80/20 rule and why most portfolios are bloated 17:00 – “Kill a brand, keep a customer”: cutting smart 20:00 – Marketing talent and the future of brand management 22:00 – Have we over-hyped creativity? 23:00 – The 4Ps and why product and price still dominate 25:00 – Why marketers stop learning after launch 26:30 – “Strategy is the orgasm of marketing” 28:00 – OpenAI’s ad: a masterclass in bad branding 30:30 – The branding chaos in AI tools 31:50 – The “Thirties” lens: long-term change, not next-year fads 34:00 – What AI really means for marketers 36:00 – Why strong brands will still win in an AI world 38:00 – Synthetic data and the future of perfect marketing plans 40:30 – Sydney Sweeney, American Eagle & System1 scores 43:00 – Non-profits and the four Ps done right 46:00 – The Mini MBA sale & Brave Bison partnership 49:00 – The U.S. expansion plan with Adweek 51:00 – How success proved his own theories right 52:00 – On Ireland, Guinness, and the art of the deal 55:00 – Why Ireland outsmarted everyone in the EU 56:30 – Why Ritson never preps a talk — and why it worksFind out more about Tracksuit Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep25: Building the Charity Water Brand with Brady Josephson, VP of Brand & Growth

  What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.🎧 Subscribe for more conversations with marketing leaders: https://www.thatswhatIcallmarketing.com💡 Powered by GoTracksuit.com02:45 Brady’s path from teaching to purpose-driven marketing05:30 The chip-on-the-shoulder moment: “How cute you work in nonprofit”07:10 Solving the salary and perception problem with two bank accounts09:00 The birth of Charity Water’s brand: intuition over focus groups11:00 Proof, storytelling and tech: building Waterproof and donor trust12:45 Rethinking competition — “We’re fighting Nike, not other nonprofits.”15:00 From paid performance to brand tracking with Tracksuit17:10 Future demand vs current demand: lessons from a plateau19:45 Building brand salience when no one’s “in market”21:00 How to run brand building on a limited budget23:00 Experimentation, hypothesis thinking, and the difference between try, pilot, and test27:20 Channel mix: why dominance matters more than diversification31:10 TV, YouTube and MMM — what really drives donor acquisition34:00 Segmentation, salience and Byron Sharp for nonprofits36:00 The nonprofit plateau: learning from data, not instinct37:10 AI, automation and the next frontier of giving38:00 Brand trust and the simplicity of doing one thing brilliantly41:00 Purpose, mastery, and marketing that matters Hosted on Acast. See acast.com/privacy for more information.

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