Brand Marketing Masterclass - with Grant Leboff

We sat down with Grant Leboff, one of the U.K's leading sales and marketing experts and Amazon's #1 best-seller for his fourth book 'digital selling.' A thought leader in his field, Grant has set up his own marketing agency, published a number of successful books and is a highly sought after speaker at global events.

We got the chance to interview Grant and debunk some common marketing myths, watch the videos below to find out more.

“A brand is made up of the physical attributes, beliefs and expectations that get a vote in the mind of the customer when they associate with a particular company” – Grant Leboff

<div><span class="heading-4">Episode 1: An introduction to brand marketing</span><span class="episode-text">Phil Robinson, Creative Director here at P+S, sat down with Grant Leboff, CEO of Sticky Marketing Club. They discussed key definitions and the difference between the assets that bring a brand to mind, the brand itself, and the process or building blocks of branding.</span></div>

<div><span class="heading-4">Episode 2: B2B buying decisions – logic vs emotion</span><span class="episode-text">B2B is logical not emotional, right? Wrong. In this short video, Grant and Phil dive into the psychology behind B2B branding and the ways the logical mind vs emotional mind inform business decisions. Find out what part the emotional brain plays in our decision-making, and discover new insights on risk-informed buying behaviour.</span></div>

<div><span class="heading-4">Episode 3: Branding vs sales activation</span><span class="episode-text">Grant talks about how brand and sales activation can work together, and talks us through budgeting best practice for an effective marketing mix. Because brand is a longer-term investment than the quick ROI of sales activation, it tends to be overlooked. But Grant makes a strong case for a combined strategy.</span></div>

<div><span class="heading-4">Episode 4: Branding in tough economic times</span><span class="episode-text">When times get tough, many businesses cut down on marketing spend, and especially brand investment. But is this the right approach? Grant and Phil discuss the importance of brand marketing when competing on the world stage, and the benefits of investing in brand in an economic downturn.</span></div>

<div><span class="heading-4">Episode 5: The segmentation of an audience</span><span class="episode-text">A major part of branding that’s often overlooked is audience segmentation. Grant explains how audience segmentation can be looked at in three sections – demographics/firmographics, behaviours and psychographics. Grant delves into each of these sections – what they are, how they work and why you should take note.</span></div>

<div><span class="heading-4">Episode 6: Branding with purpose</span><span class="episode-text">Branding won’t create the same impact if it doesn’t have purpose behind it. This purpose or ethos must come from a place of authenticity, but also have aspirations bigger than the brand itself. Grant talks through an example and explains the benefits of having a larger-than-life sense of purpose.</span></div>

<div><span class="heading-4">Episode 7: Brand’s impact on the bottom line</span><span class="episode-text">So there you have it – we’ve talked about the emotional side of branding, the case for branding in an economic downturn, Grant’s approach to audience segmentation, and communicating your brand’s purpose – all culminating in a better-performing business. Massive thanks to Grant Leboff for sharing his expertise.</span></div>

To learn more about measuring the impact of your branding efforts, download our B2B Brand Marketing Guide.

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