Beer & Brands Episode Summary Kelly and Matt discuss the differences between B2B and B2C marketing with Dr. Brian Brown, PhD*, from VCU School of Business. * The trio discuss a health fitness chain and an airline for this month's brand winner and loser. * Kelly and Matt catch up again with Isley Brewing Company's brewer, Josh Stamps, about the brewery's brand and creative inspiration.
Differences Between B2B and B2C MarketingThe fundamental principles of branding in B2B and B2C marketing are the same. In both approaches, brands can simplify a decision because they differentiate, communicate core values, and relieve risk perceptions.
But there are differences important to marketers. Two main ones: intended product use and the target audience. Watch or listen to the episode to learn more details about the differences.
Brand Winner & Loser for January 2023The trio discuss a health fitness chain and an airline for this month's brand winner and loser.
Brand winner: EquinoxOn January 1st, Equinox, the health fitness chain, made a statement on how they “don’t speak January,” spurring a debate on whether it was a brilliant marketing move or plain insensitive to potential gym members. (Brand Federation recently ran a poll about this on LinkedIn!)
The group shares their thoughts why Equinox is a brand winner for making a bold strategic choice targeting a specific audience and executing clearly against that choice.
Brand Loser: Southwest AirlinesDuring the severe weather over the holidays, the nation’s shipping giants delivered packages on time but Southwest Airlines failed to deliver people to their destinations.
The group discusses how Southwest Airlines is a brand loser because the company’s meltdown underscored a larger organizational problem in the company with innovation and how it made supply companies like Amazon, UPS, and FedEx (who also went through the same weather) look great.
Meet the BrewerKelly and Matt catch up again with Isley Brewing Company's brewer, Josh Stamps about the brewery's brand and its creative inspiration.
Check out the last time Kelly and Matt interviewed Josh Stamps from Isley.