I’m being asked to do more and more talks off the back of the articles and blogs I write as well as for bespoke versions of talks I’ve done at big events like Cannes Lions, SXSW, and IPA Effweek.
I’m posting my current ‘menu’ here in case any of them sound useful for your marketing team, leadership group or conference.
If there’s a single over-arching theme across them, it’s broadly ‘Effective modern brand building’.
Brand building in a world of creative fragmentation
In an increasingly fragmented media landscape, when audiences, platforms, and formats have become atomised, and where the old certainties of the TV-dominated landscape are no longer as certain, we need to find new models of brand building. Some of the fundamentals will never change, but some of the creative tactics we use have to. The new rules for brand building in a world of creative fragmentation – high volume, high consistency, high fit for platform.
Winning hearts, minds and models: brand building in an AI world
Consumers are being influenced by generative AI, and now brands are having to work out how to actively influence this new audience. Which is why marketers are asking all sorts of interesting new questions. How do we ensure our brand guidelines are fit for an AI world? How is our brand showing up in LLM outputs? How can we understand what the LLMs are saying about our brands?
There’s a New Share Of In Town
A deep dive into Share of Model, a new marketing measure for the GenAI era, which could become the latest in the canon of marketing’s ‘share ofs’, and which go hand in hand with each successive new era of marketing. How is your brand showing up in LLM outputs? How can we understand what the LLMs are saying about our brands? Tracking your share of model could provide the answer.
Brand building creativity in digital
Digital platforms were once all about short-term performance. But the rise of video means they’re now increasingly able to also build brands long term too. One major issue remains, though, and that’s the attention problem. This session covers a range of practical ways to stretch viewers’ attention across platforms and formats and showcases examples of brands getting to grips with the new environment.
Getting off the Performance Plateau
It’s common for performance-driven brands to see their growth flattening out, the ‘performance plateau’. Start-ups, scale-ups, even industry titans can find themselves stuck on it. It’s a time to rethink your strategy and take your brand to the next level. This session looks at how brands can course-correct by rebalancing their activity from performance to a more balanced blend of performance and brand activity.
The Business Case for Bothism / The Wrong & The Short Of It
The need to end the false choice between long and short-term marketing tactics and to close the value-destroying divide between ‘brand’ and ‘performance’ marketing. Covering what bothism is, why it’s so relevant today, some pointers on how to do it and how to measure its impact.
Brand building fundamentals
The value of brands and brand building. How brands grow, and how having a strong brand helps drive growth. How you build mental availability, the importance of Category Entry Points and Distinctive Brand Assets. The ‘greatest hits’ of Binet & Field, and balancing long and short term in communications.
Funnel vision: brand building through the funnel
A deep dive into the sales funnel, where it’s from, why it’s become so ubiquitous, why it’s not quite right, how it can be adapted to better reflect the latest marketing science principles, and how to make it fit for a world where everything needs to brand and everything needs to perform.
7 key principles of creative effectiveness
This session shares the evidence for creativity and focuses on and unpacks 7 key principles of effective creative communication – reach, attention, creativity, distinctiveness, consistency, emotion, motivation.
Please do get in touch if any of this sounds interesting and maybe we can find a date that works. Email me at thetomroach@gmail.com.
Tom Roach 