{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Hummingbird Effect with Wendy Coulter","title":"Marketing to Customers Not Algorithms - Gee Ranasinha","html":"","width":"100%","height":180,"duration":3520,"description":"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. \nGee 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.\n00:00 Introduction and the Power of Branding\n01:24 Meet the Guest: Gee Ranasinha, CEO of Kexino\n05:31 The Neuroscience of Marketing\n09:13 Emotional Buying Decisions\n15:27 Challenges in Modern Marketing\n24:10 Contrary Thinking in Marketing\n30:15 The Power of Targeted Campaigns\n31:27 The Importance of Creative Execution\n31:59 Choosing the Right Channel for Your Audience\n33:11 The Behavioral Advantage of Direct Mail\n34:50 Costly Signaling in Marketing\n40:35 Bridging the Communication Gap with the C-Suite\n50:56 The Emotional Side of Marketing\n53:48 Final Thoughts and Key Takeaways","thumbnail_url":"https://img.transistorcdn.com/TXsTjoYHB9q-m5_2W-iq0xrfxAe-8OL-Yc4QYPOoZao/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iMzFk/MWE3NWNkNWY2NWQz/OWY5YzNjMzk0Y2Uz/YmZlYy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}