“There needs to be that value exchange in an emotional way for a brand to be really sticky and meaningful.”
Scott and Michael jam on the way brands live their values and bring their brand stories to life, what brands can do for team pride and what it is to be the brand custodian of a couple of fairly famous meercats.
They also explore FMCG at length, including brand awareness and salience, and the mandate for a product or service to deliver on what the brand promises. Add in chats about cycling and identity, as well as a solid wrestle with market research methods and a good dose of behavioural science thrown in.
Michael Goodhew is a copywriter turned marketing manager and strategist with a passion for bringing behavioural science principles and disciplines to marketing.
After 20 years in FMCG marketing, working with brands including OAK flavoured milk, Vaalia yogurt, Ice Break and Nature’s Own vitamins, Michael recently made the switch to financial services with Compare the Market, where he is GM of Brand.
Michael is a sought-after marketing thinker, and despite being a Brissy stalwart, he frequently pierces the Sydney ad world bubble to judge Adnews Agency of the Year Awards. He has also lent his experience closer to home, guest lecturing at Adschool in strategy and consumer behaviour.