Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break down the commercial realities of jumping on the next big thing too early or too late. If you’ve ever wondered whether your brand should launch the next trending flavour or product, this episode is for you.What You’ll Learn in This Episode<ul><li> Why trends are increasingly moving from East to West instead of the other way around </li><li> How brands can tell the difference between a fad, a trend and a cultural shift </li><li> Why timing matters more than simply jumping on what’s popular </li><li> How brands like McDonald’s and Stanley balance trends with long-term positioning </li><li> Why marketers need curiosity, travel and cultural awareness to spot what’s next </li></ul>Bonus Nuggets<ul><li> Ben reports live from Japan on the intensity of Tokyo advertising and trend culture </li><li> Steph reviews The Devil Wears Prada 2 and Melbourne’s out-of-home advertising scene </li><li> The pair break down the biggest Met Gala fashion moments and celebrity brand power </li></ul>Call to actionIf you enjoyed this episode, follow Canned, the Marketing Podcast on Spotify, Apple Podcasts or YouTube and share it with another marketer who’s trying to separate hype from real opportunity.Resources mentioned:<ul><li> Mintel </li><li> NIQ (NielsenIQ) </li><li> Tracksuit Brand Tracking </li><li> McKinsey &amp; Company </li><li> Uniqlo </li><li> Onitsuka Tiger </li></ul>Connect with the creators, and hosts mentioned:<ul><li> Ben van Rooy LinkedIn </li><li> Stephanie Quantrill LinkedIn </li></ul>Explore more from Canned:<ul><li> Canned, the Marketing Podcast </li><li> Cue Marketing </li><li> Human Digital </li></ul> Timestamps<ul><li> 00:00 – Food trends, matcha and modern marketing culture </li><li> 00:40 – Ben broadcasts from Japan and shares trend observations </li><li> 01:40 – Japanese advertising, public transport and sensory overload </li><li> 03:00 – The rise of convenience culture and Japan’s famous egg sandwiches </li><li> 04:00 – Steph reviews The Devil Wears Prada 2 and Melbourne marketing </li><li> 05:15 – Why Melbourne’s out-of-home advertising stands out </li><li> 06:15 – Met Gala reactions and fashion as cultural influence </li><li> 08:40 – Celebrity branding, shock factor and wearable art </li><li> 13:15 – What marketers misunderstand about trends </li><li> 14:10 – TikTok, food culture and the rise of matcha everything </li><li> 15:30 – Why trend influence is now moving East to West </li><li> 17:10 – How algorithms shape different trend realities for different audiences </li><li> 18:20 – Why niche communities now drive modern trends </li><li> 19:20 – The difference between a fad, a trend and a cultural shift </li><li> 20:40 – How brands decide whether a trend is commercially viable </li><li> 22:00 – The risks of entering trends too early </li><li> 24:20 – Why New Zealand brands can be slower to adopt trends </li><li> 26:10 – Matcha as a case study in cultural repositioning </li><li> 29:00 – Why brands fail when they simply “make it green” </li><li> 31:00 – Can brands actually create trends? </li><li> 34:00 – Stanley Cups, Crocs and trend-driven brand growth </li><li> 37:40 – Why trends should never replace long-term brand strategy </li><li> 39:00 – McDonald’s as a masterclass in trend adaptation </li><li> 41:00 – The rise of Asian influence on global culture and branding </li><li> 47:45 – Practical advice for marketers on spotting trends early </li><li> 49:00 – Why curiosity is a marketer’s greatest advantage</li></ul>www.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break down the commercial realities of jumping on the next big thing too early or too late. If you’ve ever wondered whether your brand should launch the next trending flavour or product, this episode is for you.&lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Why trends are increasingly moving from East to West instead of the other way around &lt;/li&gt;&lt;li&gt; How brands can tell the difference between a fad, a trend and a cultural shift &lt;/li&gt;&lt;li&gt; Why timing matters more than simply jumping on what’s popular &lt;/li&gt;&lt;li&gt; How brands like McDonald’s and Stanley balance trends with long-term positioning &lt;/li&gt;&lt;li&gt; Why marketers need curiosity, travel and cultural awareness to spot what’s next &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Ben reports live from Japan on the intensity of Tokyo advertising and trend culture &lt;/li&gt;&lt;li&gt; Steph reviews The Devil Wears Prada 2 and Melbourne’s out-of-home advertising scene &lt;/li&gt;&lt;li&gt; The pair break down the biggest Met Gala fashion moments and celebrity brand power &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Call to action&lt;/p&gt;&lt;p&gt;If you enjoyed this episode, follow Canned, the Marketing Podcast on Spotify, Apple Podcasts or YouTube and share it with another marketer who’s trying to separate hype from real opportunity.&lt;/p&gt;&lt;p&gt;Resources mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Mintel &lt;/li&gt;&lt;li&gt; NIQ (NielsenIQ) &lt;/li&gt;&lt;li&gt; Tracksuit Brand Tracking &lt;/li&gt;&lt;li&gt; McKinsey &amp;amp; Company &lt;/li&gt;&lt;li&gt; Uniqlo &lt;/li&gt;&lt;li&gt; Onitsuka Tiger &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Connect with the creators, and hosts mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Ben van Rooy LinkedIn &lt;/li&gt;&lt;li&gt; Stephanie Quantrill LinkedIn &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Explore more from Canned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Canned, the Marketing Podcast &lt;/li&gt;&lt;li&gt; Cue Marketing &lt;/li&gt;&lt;li&gt; Human Digital &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;Timestamps&lt;/p&gt;&lt;ul&gt;&lt;li&gt; 00:00 – Food trends, matcha and modern marketing culture &lt;/li&gt;&lt;li&gt; 00:40 – Ben broadcasts from Japan and shares trend observations &lt;/li&gt;&lt;li&gt; 01:40 – Japanese advertising, public transport and sensory overload &lt;/li&gt;&lt;li&gt; 03:00 – The rise of convenience culture and Japan’s famous egg sandwiches &lt;/li&gt;&lt;li&gt; 04:00 – Steph reviews The Devil Wears Prada 2 and Melbourne marketing &lt;/li&gt;&lt;li&gt; 05:15 – Why Melbourne’s out-of-home advertising stands out &lt;/li&gt;&lt;li&gt; 06:15 – Met Gala reactions and fashion as cultural influence &lt;/li&gt;&lt;li&gt; 08:40 – Celebrity branding, shock factor and wearable art &lt;/li&gt;&lt;li&gt; 13:15 – What marketers misunderstand about trends &lt;/li&gt;&lt;li&gt; 14:10 – TikTok, food culture and the rise of matcha everything &lt;/li&gt;&lt;li&gt; 15:30 – Why trend influence is now moving East to West &lt;/li&gt;&lt;li&gt; 17:10 – How algorithms shape different trend realities for different audiences &lt;/li&gt;&lt;li&gt; 18:20 – Why niche communities now drive modern trends &lt;/li&gt;&lt;li&gt; 19:20 – The difference between a fad, a trend and a cultural shift &lt;/li&gt;&lt;li&gt; 20:40 – How brands decide whether a trend is commercially viable &lt;/li&gt;&lt;li&gt; 22:00 – The risks of entering trends too early &lt;/li&gt;&lt;li&gt; 24:20 – Why New Zealand brands can be slower to adopt trends &lt;/li&gt;&lt;li&gt; 26:10 – Matcha as a case study in cultural repositioning &lt;/li&gt;&lt;li&gt; 29:00 – Why brands fail when they simply “make it green” &lt;/li&gt;&lt;li&gt; 31:00 – Can brands actually create trends? &lt;/li&gt;&lt;li&gt; 34:00 – Stanley Cups, Crocs and trend-driven brand growth &lt;/li&gt;&lt;li&gt; 37:40 – Why trends should never replace long-term brand strategy &lt;/li&gt;&lt;li&gt; 39:00 – McDonald’s as a masterclass in trend adaptation &lt;/li&gt;&lt;li&gt; 41:00 – The rise of Asian influence on global culture and branding &lt;/li&gt;&lt;li&gt; 47:45 – Practical advice for marketers on spotting trends early &lt;/li&gt;&lt;li&gt; 49:00 – Why curiosity is a marketer’s greatest advantage&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break dow...

Canned the Marketing Podcast

Episode 38: Why Brands Chase Trends - we Break Down the Successes and Failures

Most marketers obsess over campaigns, but forget about the battleground of the shelf. In this episode Steph Quantrill and Ben van Rooy sit down with Matt Grantham, Creative Director at OnFire Design, to unpack why packaging is often doing more heavy lifting than your entire media budget. From supermarket psychology to category-breaking brands, Matt brings global experience across FMCG, challenger brands, and retail design. Matt breaks down the game of retail -  survival, perception, and sales in a brutally competitive environment where you’ve got seconds to win. What You’ll Learn in This Episode• Why packaging often becomes the last lever before delisting and what that reveals about brand health  • How category codes shape consumer behaviour and when its okay to break them   • What drives real ROI in packaging beyond short-term sales spikes and into long-term loyalty  • Why most packaging briefs often try to do too much and how to focus on what matters  • How challenger brands win by owning one distinctive idea and sticking to itBonus Nuggets • The “husband test” for packaging clarity and why it’s brutally effective  • How peanut butter went from commodity to premium through packaging and positioningCall to ActionIf your packaging had to win the sale without your marketing, would it even stand a chance?Resources mentioned• Stickybeak – https://www.stickybeak.co.nz  • OnFire Design – https://www.onfiredesign.co.nz Connect with the creators, and hosts mentioned:• Matt Grantham – <a href='https://www.linkedin.com/in/matt-grantham-b875291a/'>https://www.linkedin.com/in/matt-grantham/</a> • Ben van Rooy – <a href='https://www.linkedin.com/in/benvanrooy/'>https://www.linkedin.com/in/benvanrooy/</a> • Stephanie Quantrill – <a href='https://www.linkedin.com/in/stephanie-quantrill/'>https://www.linkedin.com/in/stephanie-quantrill/</a> Explore more from Canned:• Canned the Marketing Podcast: <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a> • Cue Marketing: <a href='http://www.cuemarketing.co.nz'>www.cuemarketing.co.nz</a> • Human Digital: <a href='http://www.humandigital.com'>www.humandigital.com</a> Timestamps00:00 Intro to packaging as a marketing channel  03:30 Small budgets, big creative thinking from marketing panel  05:00 Supermarket behaviour and unfamiliar category cues  07:00 Meet Matt Grantham and design background  14:00 Why brands come to designers when sales drop  16:00 Product vs packaging and the reality of performance  18:30 Category codes vs breaking the rules  21:00 The ROI of packaging and loyalty effects  23:00 The 3–5 second shelf decision  25:00 Distinctiveness and “ugly but effective” design  27:00 What makes a strong packaging brief  30:00 Brand assets and visual shortcuts for consumers  32:00 The husband test and clarity in design  34:00 Design trends and the rise of maximalism  36:00 Food trends shaping packaging decisions  38:00 What marketers need to bring to the table  41:00 Why packaging can’t do everything  43:00 Format, structure, and physical design constraints  45:00 FMCG vs premium packaging realities  46:00 Closing thoughts on complexity and craftThis episode is basically a reality check for marketers. You can pour millions into media, but if the pack doesn’t earn the pick-up, you’re just funding awareness for your competitor.www.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Most marketers obsess over campaigns, but forget about the battleground of the shelf. &lt;/p&gt;&lt;p&gt;In this episode Steph Quantrill and Ben van Rooy sit down with Matt Grantham, Creative Director at OnFire Design, to unpack why packaging is often doing more heavy lifting than your entire media budget. From supermarket psychology to category-breaking brands, Matt brings global experience across FMCG, challenger brands, and retail design. Matt breaks down the game of retail -  survival, perception, and sales in a brutally competitive environment where you’ve got seconds to win. &lt;/p&gt;&lt;p&gt;&lt;b&gt;What You’ll Learn in This Episode&lt;/b&gt;&lt;/p&gt;&lt;p&gt;• Why packaging often becomes the last lever before delisting and what that reveals about brand health&lt;br/&gt; • How category codes shape consumer behaviour and when its okay to break them &lt;br/&gt; • What drives real ROI in packaging beyond short-term sales spikes and into long-term loyalty&lt;br/&gt; • Why most packaging briefs often try to do too much and how to focus on what matters&lt;br/&gt; • How challenger brands win by owning one distinctive idea and sticking to it&lt;/p&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets&lt;/b&gt;&lt;/p&gt;&lt;p&gt; • The “husband test” for packaging clarity and why it’s brutally effective&lt;br/&gt; • How peanut butter went from commodity to premium through packaging and positioning&lt;/p&gt;&lt;p&gt;&lt;b&gt;Call to Action&lt;/b&gt;&lt;/p&gt;&lt;p&gt;If your packaging had to win the sale without your marketing, would it even stand a chance?&lt;/p&gt;&lt;p&gt;Resources mentioned&lt;/p&gt;&lt;p&gt;• Stickybeak – https://www.stickybeak.co.nz&lt;br/&gt;&lt;br/&gt; • OnFire Design – https://www.onfiredesign.co.nz&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;Connect with the creators, and hosts mentioned:&lt;/p&gt;&lt;p&gt;• Matt Grantham – &lt;a href='https://www.linkedin.com/in/matt-grantham-b875291a/'&gt;https://www.linkedin.com/in/matt-grantham/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Ben van Rooy – &lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;https://www.linkedin.com/in/benvanrooy/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Stephanie Quantrill – &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;Explore more from Canned:&lt;/p&gt;&lt;p&gt;• Canned the Marketing Podcast: &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Cue Marketing: &lt;a href='http://www.cuemarketing.co.nz'&gt;www.cuemarketing.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Human Digital: &lt;a href='http://www.humandigital.com'&gt;www.humandigital.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;Timestamps&lt;/p&gt;&lt;p&gt;00:00 Intro to packaging as a marketing channel&lt;br/&gt; 03:30 Small budgets, big creative thinking from marketing panel&lt;br/&gt; 05:00 Supermarket behaviour and unfamiliar category cues&lt;br/&gt; 07:00 Meet Matt Grantham and design background&lt;br/&gt; 14:00 Why brands come to designers when sales drop&lt;br/&gt; 16:00 Product vs packaging and the reality of performance&lt;br/&gt; 18:30 Category codes vs breaking the rules&lt;br/&gt; 21:00 The ROI of packaging and loyalty effects&lt;br/&gt; 23:00 The 3–5 second shelf decision&lt;br/&gt; 25:00 Distinctiveness and “ugly but effective” design&lt;br/&gt; 27:00 What makes a strong packaging brief&lt;br/&gt; 30:00 Brand assets and visual shortcuts for consumers&lt;br/&gt; 32:00 The husband test and clarity in design&lt;br/&gt; 34:00 Design trends and the rise of maximalism&lt;br/&gt; 36:00 Food trends shaping packaging decisions&lt;br/&gt; 38:00 What marketers need to bring to the table&lt;br/&gt; 41:00 Why packaging can’t do everything&lt;br/&gt; 43:00 Format, structure, and physical design constraints&lt;br/&gt; 45:00 FMCG vs premium packaging realities&lt;br/&gt; 46:00 Closing thoughts on complexity and craft&lt;/p&gt;&lt;p&gt;This episode is basically a reality check for marketers. You can pour millions into media, but if the pack doesn’t earn the pick-up, you’re just funding awareness for your competitor.&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Most marketers obsess over campaigns, but forget about the battleground of the shelf.  In this episode Steph Quantrill and Ben van Rooy sit down with Matt Grantham, Creative Director at OnFire Design, to unpack why packaging is often doing more heavy lifting than your entire media budget. From supermarket psychology to category-breaking brands, Matt brings global experience across FMCG, challenger brands, and retail design. Matt breaks down the game of retail -  survival, perception...

Episode 37: Blend In and Die: The Truth About FMCG Design

Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks. From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity. The importance of knowing what to bring forward and what to leave behind.What You’ll Learn in This Episode• Why nostalgia opens the door but doesn’t keep customers in the room  • How dormant brand equity holds value and when it disappears  • Where brands go wrong when they try to revive past success  • Why relevance matters more than memory when targeting new audiences  • How timing and culture determine whether a comeback lands or flopsBonus Nuggets• Why Georgie Pie proves demand doesn’t equal sustained success  • How Bonds used Robert Irwin to engineer cultural relevance at scale  • Why Old Spice rebuilt a category by shifting usage not just messagingCall to ActionIf your brand is fading, the question isn’t how to bring it back, it’s whether there’s anything worth bringing forward.Resources mentioned• Georgie Pie  • Bonds  • Old Spice  • Tui  • AllbirdsConnect with the creators, and hosts mentioned:• Ben van Rooy – <a href='https://www.linkedin.com/in/benvanrooy/'>https://www.linkedin.com/in/benvanrooy/</a> • Stephanie Quantrill – <a href='https://www.linkedin.com/in/stephanie-quantrill/'>https://www.linkedin.com/in/stephanie-quantrill/</a> Explore more from Canned:• Canned the Marketing Podcast: <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a> • Cue Marketing: <a href='http://www.cuemarketing.co.nz'>www.cuemarketing.co.nz</a> • Human Digital: <a href='http://www.humandigital.com'>www.humandigital.com</a> Timestamps00:00 Intro to comeback brands  05:23 Coachella and brand activations  11:33 Why comebacks are trending  13:55 Types of brand comebacks explained  14:34 Georgie Pie rise and failed revival  19:14 Bonds and cultural relevance play  23:39 Old Spice reinvention case study  28:25 Brand equity and what actually lasts  30:36 Why Tui struggled to revive success  32:23 Allbirds and extreme repositioning  35:03 Culture, timing and Y2K fashion returns  36:32 Crocs and accidental relevancewww.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks. &lt;/p&gt;&lt;p&gt;From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity. &lt;/p&gt;&lt;p&gt;The importance of knowing what to bring forward and what to leave behind.&lt;/p&gt;&lt;p&gt;&lt;b&gt;What You’ll Learn in This Episode&lt;/b&gt;&lt;/p&gt;&lt;p&gt;• Why nostalgia opens the door but doesn’t keep customers in the room&lt;br/&gt; • How dormant brand equity holds value and when it disappears&lt;br/&gt; • Where brands go wrong when they try to revive past success&lt;br/&gt; • Why relevance matters more than memory when targeting new audiences&lt;br/&gt; • How timing and culture determine whether a comeback lands or flops&lt;/p&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets&lt;/b&gt;&lt;/p&gt;&lt;p&gt;• Why Georgie Pie proves demand doesn’t equal sustained success&lt;br/&gt; • How Bonds used Robert Irwin to engineer cultural relevance at scale&lt;br/&gt; • Why Old Spice rebuilt a category by shifting usage not just messaging&lt;/p&gt;&lt;p&gt;&lt;b&gt;Call to Action&lt;/b&gt;&lt;/p&gt;&lt;p&gt;If your brand is fading, the question isn’t how to bring it back, it’s whether there’s anything worth bringing forward.&lt;/p&gt;&lt;p&gt;Resources mentioned&lt;/p&gt;&lt;p&gt;• Georgie Pie&lt;br/&gt; • Bonds&lt;br/&gt; • Old Spice&lt;br/&gt; • Tui&lt;br/&gt; • Allbirds&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with the creators, and hosts mentioned:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;• Ben van Rooy – &lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;https://www.linkedin.com/in/benvanrooy/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Stephanie Quantrill – &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Explore more from Canned:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;• Canned the Marketing Podcast: &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Cue Marketing: &lt;a href='http://www.cuemarketing.co.nz'&gt;www.cuemarketing.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Human Digital: &lt;a href='http://www.humandigital.com'&gt;www.humandigital.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Timestamps&lt;/b&gt;&lt;/p&gt;&lt;p&gt;00:00 Intro to comeback brands&lt;br/&gt; 05:23 Coachella and brand activations&lt;br/&gt; 11:33 Why comebacks are trending&lt;br/&gt; 13:55 Types of brand comebacks explained&lt;br/&gt; 14:34 Georgie Pie rise and failed revival&lt;br/&gt; 19:14 Bonds and cultural relevance play&lt;br/&gt; 23:39 Old Spice reinvention case study&lt;br/&gt; 28:25 Brand equity and what actually lasts&lt;br/&gt; 30:36 Why Tui struggled to revive success&lt;br/&gt; 32:23 Allbirds and extreme repositioning&lt;br/&gt; 35:03 Culture, timing and Y2K fashion returns&lt;br/&gt; 36:32 Crocs and accidental relevance&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks.  From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity.  The importance of knowing what to bring forward and what to leave behind. What You’ll Learn in This Episode • Why nostalgia opens the door but doesn’t keep customers in the room  • How...

Episode 36: Brand Comebacks - Bonds, Crocs and the Business of Staying Relevant

Steph Quantrill and Ben van Rooy unpack one of the most overhyped and misunderstood areas in marketing, influencer marketing, or as Steph prefers, the creator economy. From Cannes trends to real-world campaigns, they explore why brands are still getting it wrong, where creators actually drive impact across the funnel, and why control is the enemy of effectiveness. If you’ve ever briefed an influencer and ended up with something painfully off-brand or overly scripted, this episode gets into the tension between creativity, trust, and results.What You’ll Learn in This Episode:<ul><li> Why creators drive attention differently and what brands fail to understand about it </li><li> How influencer marketing works across the funnel and not just at awareness </li><li> Why control kills effectiveness and what marketers struggle to let go of </li><li> How B2B influencers and employee creators are reshaping trust </li><li> What separates a one-off influencer post from a real brand partnership </li></ul>Bonus Nuggets:<ul><li> Why most brands still brief influencers like TV ads and ruin the outcome </li><li> The rise of creators building their own brands and flipping the power dynamic </li><li> Why brands like Duolingo prove you can act like a creator and win </li></ul>Call to Action: If you’re using influencers but not seeing impact, this episode will challenge whether you’re solving for control instead of trust.Explore more from Canned:<ul><li><a href='https://www.cannedmarketing.com/'> Canned the Marketing Podcast </a></li><li><a href='https://www.cuemarketing.co.nz/'> Cue Marketing </a></li><li> <a href='https://humandigital.com/'>Human Digital </a></li></ul>Timestamps:00:00 – Intro to influencers vs creators  02:30 – Easter recap and cultural trends  05:00 – Nostalgia marketing and campaign examples  10:50 – Why the creator economy matters now  13:00 – Influencers across the funnel  16:00 – The control vs authenticity tension  20:00 – B2B influencers and employee creators  23:00 – Creator examples and partnerships  28:00 – Brand-led creator strategies  31:00 – Long-term partnerships vs one-offs  33:30 – Practical tips for working with creators  37:00 – Final thoughts on trust and modern buyerswww.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Steph Quantrill and Ben van Rooy unpack one of the most overhyped and misunderstood areas in marketing, influencer marketing, or as Steph prefers, the creator economy. From Cannes trends to real-world campaigns, they explore why brands are still getting it wrong, where creators actually drive impact across the funnel, and why control is the enemy of effectiveness. If you’ve ever briefed an influencer and ended up with something painfully off-brand or overly scripted, this episode gets into the tension between creativity, trust, and results.&lt;/p&gt;&lt;p&gt;&lt;b&gt;What You’ll Learn in This Episode:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Why creators drive attention differently and what brands fail to understand about it &lt;/li&gt;&lt;li&gt; How influencer marketing works across the funnel and not just at awareness &lt;/li&gt;&lt;li&gt; Why control kills effectiveness and what marketers struggle to let go of &lt;/li&gt;&lt;li&gt; How B2B influencers and employee creators are reshaping trust &lt;/li&gt;&lt;li&gt; What separates a one-off influencer post from a real brand partnership &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Why most brands still brief influencers like TV ads and ruin the outcome &lt;/li&gt;&lt;li&gt; The rise of creators building their own brands and flipping the power dynamic &lt;/li&gt;&lt;li&gt; Why brands like Duolingo prove you can act like a creator and win &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Call to Action:&lt;/b&gt;&lt;br/&gt; If you’re using influencers but not seeing impact, this episode will challenge whether you’re solving for control instead of trust.&lt;/p&gt;&lt;p&gt;Explore more from Canned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href='https://www.cannedmarketing.com/'&gt; Canned the Marketing Podcast &lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href='https://www.cuemarketing.co.nz/'&gt; Cue Marketing &lt;/a&gt;&lt;/li&gt;&lt;li&gt; &lt;a href='https://humandigital.com/'&gt;Human Digital &lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Timestamps:&lt;/p&gt;&lt;p&gt;00:00 – Intro to influencers vs creators&lt;br/&gt; 02:30 – Easter recap and cultural trends&lt;br/&gt; 05:00 – Nostalgia marketing and campaign examples&lt;br/&gt; 10:50 – Why the creator economy matters now&lt;br/&gt; 13:00 – Influencers across the funnel&lt;br/&gt; 16:00 – The control vs authenticity tension&lt;br/&gt; 20:00 – B2B influencers and employee creators&lt;br/&gt; 23:00 – Creator examples and partnerships&lt;br/&gt; 28:00 – Brand-led creator strategies&lt;br/&gt; 31:00 – Long-term partnerships vs one-offs&lt;br/&gt; 33:30 – Practical tips for working with creators&lt;br/&gt; 37:00 – Final thoughts on trust and modern buyers&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Steph Quantrill and Ben van Rooy unpack one of the most overhyped and misunderstood areas in marketing, influencer marketing, or as Steph prefers, the creator economy. From Cannes trends to real-world campaigns, they explore why brands are still getting it wrong, where creators actually drive impact across the funnel, and why control is the enemy of effectiveness. If you’ve ever briefed an influencer and ended up with something painfully off-brand or overly scripted, this episode gets into th...

Episode 35: Stop Scripting Influencers: A Smarter Way to Use Creators

Canned the Marketing Podcast Ep. 34 – Introduction / Hook Agencies spend their lives selling clarity, creativity and growth for clients, yet plenty are strangely average at marketing themselves. In this episode, Steph Quantrill and Ben van Rooy are joined by Kathleen Gunther, founder of Gunther Consulting and a specialist in helping agencies sharpen their positioning, stay visible and back up what they say with substance. From earned media and personal brand to content pillars, agency positioning and the rise of indie shops, this is a sharp look at why so many agencies blur into the background and what happens when they stop treating themselves like the most ignored client in the room.What You’ll Learn in This Episode:<ul><li> Why agencies confuse awards and good work with real marketing effectiveness </li><li> What strong positioning actually requires to cut through in a crowded market </li><li> How earned media builds credibility when paid channels cannot </li><li> Why agency leaders are the brand whether they like it or not </li><li> What to prioritise first when you are marketing an agency with limited budget </li></ul>Bonus Nuggets:<ul><li> Why April Fools brand work is starting to feel tired and predictable </li><li> How reactive marketing around the KitKat heist became a masterclass in relevance </li></ul>Call to action: If your agency sounds like everyone else but expects different results, this episode will challenge how clearly you show up, who you are for, and whether you are actually backing it up.Resources mentioned:<ul><li> Gunther Consulting </li><li> The Icehouse </li></ul>Connect with the creators, and hosts mentioned:<ul><li> Kathleen Gunther – <a href='https://www.linkedin.com/in/kathleengunther/'>https://www.linkedin.com/in/kathleengunther/</a></li><li> Ben van Rooy – <a href='https://www.linkedin.com/in/benvanrooy/'>https://www.linkedin.com/in/benvanrooy/</a> </li><li> Stephanie Quantrill – <a href='https://www.linkedin.com/in/stephanie-quantrill/'>https://www.linkedin.com/in/stephanie-quantrill/</a> </li></ul>Explore more from Canned:<ul><li> Canned the Marketing Podcast: <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a> </li><li> Cue Marketing: <a href='http://www.cuemarketing.co.nz'>www.cuemarketing.co.nz</a> </li><li> Human Digital: <a href='http://www.humandigital.com'>www.humandigital.com</a> </li></ul>Timestamps:<ul><li> 00:00 Welcome and intro </li><li> 00:29 Travel, conferences and recent highlights </li><li> 05:29 April Fools backlash and brand reactions </li><li> 07:49 AXIS Awards and industry standards </li><li> 08:41 Kathleen joins the conversation </li><li> 09:22 Why agencies struggle to market themselves </li><li> 14:24 Awards versus actual marketing impact </li><li> 16:11 Buying people not services in B2B </li><li> 18:20 The value of external perspective </li><li> 21:02 What good agency positioning looks like </li><li> 22:25 Knowing your customer as an agency </li><li> 24:14 Earned media and why it is overlooked </li><li> 28:04 Where to start with small budgets </li><li> 31:51 Marketing as a long-term trust play </li><li> 33:14 The role of leadership and people </li></ul>www.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Canned the Marketing Podcast Ep. 34 – &lt;/p&gt;&lt;p&gt;&lt;b&gt;Introduction / Hook&lt;/b&gt;&lt;br/&gt; Agencies spend their lives selling clarity, creativity and growth for clients, yet plenty are strangely average at marketing themselves. In this episode, Steph Quantrill and Ben van Rooy are joined by Kathleen Gunther, founder of Gunther Consulting and a specialist in helping agencies sharpen their positioning, stay visible and back up what they say with substance. From earned media and personal brand to content pillars, agency positioning and the rise of indie shops, this is a sharp look at why so many agencies blur into the background and what happens when they stop treating themselves like the most ignored client in the room.&lt;/p&gt;&lt;p&gt;&lt;b&gt;What You’ll Learn in This Episode:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Why agencies confuse awards and good work with real marketing effectiveness &lt;/li&gt;&lt;li&gt; What strong positioning actually requires to cut through in a crowded market &lt;/li&gt;&lt;li&gt; How earned media builds credibility when paid channels cannot &lt;/li&gt;&lt;li&gt; Why agency leaders are the brand whether they like it or not &lt;/li&gt;&lt;li&gt; What to prioritise first when you are marketing an agency with limited budget &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Why April Fools brand work is starting to feel tired and predictable &lt;/li&gt;&lt;li&gt; How reactive marketing around the KitKat heist became a masterclass in relevance &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Call to action:&lt;/b&gt;&lt;br/&gt; If your agency sounds like everyone else but expects different results, this episode will challenge how clearly you show up, who you are for, and whether you are actually backing it up.&lt;/p&gt;&lt;p&gt;Resources mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Gunther Consulting &lt;/li&gt;&lt;li&gt; The Icehouse &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Connect with the creators, and hosts mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Kathleen Gunther – &lt;a href='https://www.linkedin.com/in/kathleengunther/'&gt;https://www.linkedin.com/in/kathleengunther/&lt;/a&gt;&lt;/li&gt;&lt;li&gt; Ben van Rooy – &lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;https://www.linkedin.com/in/benvanrooy/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Stephanie Quantrill – &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Explore more from Canned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Canned the Marketing Podcast: &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Cue Marketing: &lt;a href='http://www.cuemarketing.co.nz'&gt;www.cuemarketing.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Human Digital: &lt;a href='http://www.humandigital.com'&gt;www.humandigital.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Timestamps:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; 00:00 Welcome and intro &lt;/li&gt;&lt;li&gt; 00:29 Travel, conferences and recent highlights &lt;/li&gt;&lt;li&gt; 05:29 April Fools backlash and brand reactions &lt;/li&gt;&lt;li&gt; 07:49 AXIS Awards and industry standards &lt;/li&gt;&lt;li&gt; 08:41 Kathleen joins the conversation &lt;/li&gt;&lt;li&gt; 09:22 Why agencies struggle to market themselves &lt;/li&gt;&lt;li&gt; 14:24 Awards versus actual marketing impact &lt;/li&gt;&lt;li&gt; 16:11 Buying people not services in B2B &lt;/li&gt;&lt;li&gt; 18:20 The value of external perspective &lt;/li&gt;&lt;li&gt; 21:02 What good agency positioning looks like &lt;/li&gt;&lt;li&gt; 22:25 Knowing your customer as an agency &lt;/li&gt;&lt;li&gt; 24:14 Earned media and why it is overlooked &lt;/li&gt;&lt;li&gt; 28:04 Where to start with small budgets &lt;/li&gt;&lt;li&gt; 31:51 Marketing as a long-term trust play &lt;/li&gt;&lt;li&gt; 33:14 The role of leadership and people &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Canned the Marketing Podcast Ep. 34 –  Introduction / Hook  Agencies spend their lives selling clarity, creativity and growth for clients, yet plenty are strangely average at marketing themselves. In this episode, Steph Quantrill and Ben van Rooy are joined by Kathleen Gunther, founder of Gunther Consulting and a specialist in helping agencies sharpen their positioning, stay visible and back up what they say with substance. From earned media and personal brand to content pillars, agency ...

Episode 34: Why Agencies Are So Bad at Marketing Themselves with Kathleen Gunther

Join <a href="https://www.linkedin.com/in/benvanrooy/">Ben van Rooy</a> and <a href="https://www.linkedin.com/in/stephanie-quantrill/">Stephanie Quantrill</a> as they bridge the gap between business and consumer marketing, sharing contrasting perspectives, proven strategies, and real-world insights for marketing leaders navigating today’s complex landscape.&nbsp; Brought to you by <a href="http://humandigital.com">Human Digital</a> and <a href="https://www.cuemarketing.co.nz/">Cue Marketing</a>.

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