{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Real Business Conversations with Kinore","title":"The Business Case for Brand Building","html":"","width":"100%","height":180,"duration":2784,"description":"Real Business Conversations is a monthly podcast from Kinore, hosted by CEO and founder Larissa Feeney. Each episode is an honest, unscripted conversation with a business owner or expert about the real story behind building and growing a business in Ireland.\nMost of what we see and hear is forgotten almost instantly. One widely-cited estimate is that as little as 4% of advertising is remembered positively. So why do some of the world's biggest, most data-driven brands keep investing in it, and what is a brand actually worth to the bottom line of a business?\nThis conversation covers the real difference between brand and marketing, why a strong brand can be worth up to a quarter of a company's total value, the risks of building a business around a single founder's personal profile, and the eighteen-month journey behind Kinore's own rebrand from Accountant Online.\nJoining Larissa is Ray Sheerin, former founder and Managing Director of Chemistry, one of Dublin's best-known creative agencies, who also worked with global agencies Ogilvy and Saatchi & Saatchi earlier in his career. A highly respected brand and marketing strategist, Ray guided Kinore through its own rebrand from Accountant Online, helping to define the company's tone of voice, core values and overall marketing strategy.\nSOURCES AND CITATIONS\nBooks, research and people referenced by Ray and Larissa during the conversation. \nLes Binet & Peter Field, The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies (IPA, 2013) – www.amazon.ie/dp/085294134X.\nThe study Ray references as “the biggest study into effectiveness award-winning case studies ever undertaken”, comparing long-term brand building with short-term sales activation.\nByron Sharp, How Brands Grow: What Marketers Don't Know (Oxford University Press, 2010) – www.amazon.ie/dp/0195573560. \nByron Sharp directs the Ehrenberg-Bass Institute, which Ray cites for its work on marketing spend benchmarks.\nEhrenberg-Bass Institute for...","thumbnail_url":"https://img.transistorcdn.com/TlgeaVA0Jvq7DleNNeuvKF92r_l83E33H_PIQJ_fP1k/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8wN2Yw/MTM5ZDI5NDBkNzJj/NWQ2NmFhNzUyMWI0/YmYyNi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}