Deep Dive 27 Oct 2020 - 4 min read
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Stellar cast: Mi3, LinkedIn and The Behaviour Report launch "A Show Called Brandin" edutainment series across APAC

By Paul McIntyre - Executive Editor

IBM and IAG CMOs Jodie Sangster and Brent Smart join a giant cast on "The CMO Couch" rating brands and customer experience personally as consumers and customers, not marketers.

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Tags: Marketing A Show Called Brandin LinkedIn binet & field

Hold the Weet-Bix. Mi3 has teamed-up with LinkedIn and Dan Gregory, former Gruen Transfer panelist, ex-adman and co-founder with Kieran Flanagan of The Behaviour Report to launch a new [slightly irreverent] industry show galloping across brands in culture, creativity and commerce called A Show Called Brandin'. Think fast, funny and smart but it won't hurt your brain as we all stumble towards the summer break. The stellar cast includes founders from Net-A-Porter, Mr Wagyu and celebrity chef Manu Feildel and Chief Marketing and Customer Officers from Xero, The Commonwealth Bank, Volvo, Suncorp, Australia Post, IBM, Deloitte, IAG, Salesforce, Hipages and Simply Energy. Hit play below for the teaser. It's coming next week.

Won't fry your brain

Finally, a show for marketers and brands about brands and marketing that won't fry your brain. It's not possible - A Show Called Brandin's host, consumer strategist and comedian, Dan Gregory, is not that deep. 

In this five-part series, Gregory and his Behaviour Report co-founder Kieran Flanagan take a fast and mildly funny ride through Peter Field and Les Binet's famed work on marketing effectiveness and the five principles of brand management for B2B and B2C marketing. Field and Binet, along with the now "Virtual Professor" Mark Ritson, McKinsey & Co's Michael Betz and Greycroft VC's Alison Lange Engel  and others are fellows at LinkedIn's thinktank, The B2B Institute. A Show Called Brandin' is produced by Mi3 in association with The Behaviour Report and LinkedIn Marketing Solutions. 

The 20-minute five part series, which will launch across Asia Pacific markets next week, features CMOs from blue chip and challenger brands on The CMO Couch segment talking about the brands and customer experiences they rate personally as consumers and customers - not professional marketers - although marketing gets some good attention too.

And we get a peek at the daily and weekly media diets of CMOs and CCOs while asking them a rapid-fire quiz on their unaided recall of brands across an eclectic range of industry sectors - think space travel, trucks, breakfast cereal, marketing professors and business-to-business operations.  The answers will surprise and more than delight.

Host Dan Gregory and special correspondent Kieran Flanagan traverse interviews with a smorgasbord of leading local and international entrepreneurs, futurists, behavioural economists and scruffy contrarians about where the world of customer experience and brand is headed in culture, creativity and commerce.

"It's so pleasing to see a unique and alternative content offering spotlighting the value of brand," said Head of Marketing at LinkedIn Marketing Solutions APAC, Sarah Tucker. "And more importantly, the power of brand building for the B2B marketing sector. Binet and Field's research shows B2B marketers need to invest more in brand marketing efforts to build long-term customer relationships and this show will provide a great opportunity to learn from world experts and LinkedIn B2B Institute fellows."    

It starts next week so grab a couch, check out the trailer again and from next week, enjoy a lighter take on the big themes circling the marketing, media and tech industries around brand and customer experience. 

"Whether we know it or not, all of us are playing the reputation game - A Show Called Brandin' asks the industry's top players, how we can all play it better."

— Dan Gregory, The Behaviour Report

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