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

IntroductionLoyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. What You’ll Learn in This Episode<ul><li>Loyalty is behaviour not marketing Why customers choose you repeatedly and what actually drives that decision </li><li>The difference between earned and manufactured loyalty How emotional connection and incentives play very different roles </li><li>Why most loyalty programs become table stakes When points and perks stop differentiating and start costing you margin </li><li>How status and psychology shape behaviour Why tiers, exclusivity and recognition change how customers act </li><li>What makes loyalty worth investing in today How rising acquisition costs and choice are forcing brands to rethink retention </li></ul>Bonus Nuggets<ul><li>Airlines are the masters of engineered loyalty How status drives irrational behaviour and emotional attachment </li><li>Amazon Prime rewires purchasing decisions Why convenience can override price sensitivity </li><li>Data is the real currency of loyalty programs What brands are actually buying when they offer rewards </li></ul>Call to ActionIf you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?Connect with us:<ul><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>Timestamps00:00 Intro to loyalty and why it’s misunderstood  03:00 B2B conference reflections and budget realities  05:00 SXSW and shifting marketing sentiment  08:00 McDonald’s PR moment and brand response  09:30 What loyalty actually means  11:30 Earned vs manufactured loyalty  15:00 Airline loyalty and status psychology  18:00 Rising acquisition costs and retention pressure  21:00 Types of loyalty programs explained  24:00 Tiered programs and Mecca example  27:00 American Express and premium loyalty  29:30 Cashback and discount pitfalls  31:30 Coalition programs and data value  33:30 Experiential loyalty and exclusivity  35:00 Subscription models and lock-in  36:30 When loyalty programs go wrong  39:00 Woolworths and everyday loyalty  41:30 The future of loyalty and AI  44:30 Community and brand-driven loyalty  45:30 Wrap up and key takeawayswww.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;Introduction&lt;/p&gt;&lt;p&gt;Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. &lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;Loyalty is behaviour not marketing&lt;/b&gt; Why customers choose you repeatedly and what actually drives that decision &lt;/li&gt;&lt;li&gt;&lt;b&gt;The difference between earned and manufactured loyalty&lt;/b&gt; How emotional connection and incentives play very different roles &lt;/li&gt;&lt;li&gt;&lt;b&gt;Why most loyalty programs become table stakes&lt;/b&gt; When points and perks stop differentiating and start costing you margin &lt;/li&gt;&lt;li&gt;&lt;b&gt;How status and psychology shape behaviour&lt;/b&gt; Why tiers, exclusivity and recognition change how customers act &lt;/li&gt;&lt;li&gt;&lt;b&gt;What makes loyalty worth investing in today&lt;/b&gt; How rising acquisition costs and choice are forcing brands to rethink retention &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;Airlines are the masters of engineered loyalty&lt;/b&gt; How status drives irrational behaviour and emotional attachment &lt;/li&gt;&lt;li&gt;&lt;b&gt;Amazon Prime rewires purchasing decisions&lt;/b&gt; Why convenience can override price sensitivity &lt;/li&gt;&lt;li&gt;&lt;b&gt;Data is the real currency of loyalty programs&lt;/b&gt; What brands are actually buying when they offer rewards &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Call to Action&lt;/p&gt;&lt;p&gt;If you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?&lt;/p&gt;&lt;p&gt;Connect with us:&lt;/p&gt;&lt;ul&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;p&gt;00:00 Intro to loyalty and why it’s misunderstood&lt;br/&gt; 03:00 B2B conference reflections and budget realities&lt;br/&gt; 05:00 SXSW and shifting marketing sentiment&lt;br/&gt; 08:00 McDonald’s PR moment and brand response&lt;br/&gt; 09:30 What loyalty actually means&lt;br/&gt; 11:30 Earned vs manufactured loyalty&lt;br/&gt; 15:00 Airline loyalty and status psychology&lt;br/&gt; 18:00 Rising acquisition costs and retention pressure&lt;br/&gt; 21:00 Types of loyalty programs explained&lt;br/&gt; 24:00 Tiered programs and Mecca example&lt;br/&gt; 27:00 American Express and premium loyalty&lt;br/&gt; 29:30 Cashback and discount pitfalls&lt;br/&gt; 31:30 Coalition programs and data value&lt;br/&gt; 33:30 Experiential loyalty and exclusivity&lt;br/&gt; 35:00 Subscription models and lock-in&lt;br/&gt; 36:30 When loyalty programs go wrong&lt;br/&gt; 39:00 Woolworths and everyday loyalty&lt;br/&gt; 41:30 The future of loyalty and AI&lt;br/&gt; 44:30 Community and brand-driven loyalty&lt;br/&gt; 45:30 Wrap up and key takeaways&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>

Introduction Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program ...

Episode 33: Loyalty Programs -  Building Love or Buying Behaviour?

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. What You’ll Learn in This Episode<ul><li> Your best growth assets are already inside your business but underused </li><li> Why focusing on fewer “big rocks” drives disproportionate B2B impact </li><li> How proving results internally unlocks more budget and influence </li><li> Why simplicity beats complexity when teams are stretched </li><li> How ruthless prioritisation shapes smarter B2B growth decisions </li></ul>Bonus Nuggets<ul><li> The case for hiring “lazy marketers” who optimise for efficiency </li><li> Turning off paid search to prove its value the hard way </li><li> AI as “interns” and why leadership still needs to drive the thinking </li></ul>Call to ActionIf you&apos;re a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle.Resources mentioned:<ul><li> Stickybeak – <a href='https://www.stickybeak.co'>https://www.stickybeak.co</a> </li><li> Noel Leeming – <a href='https://www.noelleeming.co.nz'>https://www.noelleeming.co.nz</a> </li><li> HubSpot – <a href='https://www.hubspot.com'>https://www.hubspot.com</a> </li></ul>Connect with the creators, and hosts mentioned:<ul><li> Anna Henwood –<a href='https://www.linkedin.com/in/anna-henwood/'> https://www.linkedin.com/in/annahenwood/</a></li><li> Fiona Taimana – <a href='https://www.linkedin.com/in/fionacoetaimana/'>https://www.linkedin.com/in/fionacoetaimana/</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>Timestamps00:00 Live from B2B Marketing Conference  01:30 Small budgets, big ambitions explained  03:00 Unlocking hidden resources in your business  06:00 Leveraging networks over spend  09:00 The power of simplicity in marketing  13:30 Defining and prioritising “big rocks”  18:00 Introduce, enhance, perfect framework  20:00 Showing results to unlock more budget  25:00 Budget cuts and ruthless prioritisation  30:00 What is a “small budget” in B2B  34:00 In-house vs agency debate  38:00 Audience Q&amp;A and closing thoughtsWhy this episode mattersBecause in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it.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;Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. &lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Your best growth assets are already inside your business but underused &lt;/li&gt;&lt;li&gt; Why focusing on fewer “big rocks” drives disproportionate B2B impact &lt;/li&gt;&lt;li&gt; How proving results internally unlocks more budget and influence &lt;/li&gt;&lt;li&gt; Why simplicity beats complexity when teams are stretched &lt;/li&gt;&lt;li&gt; How ruthless prioritisation shapes smarter B2B growth decisions &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt; The case for hiring “lazy marketers” who optimise for efficiency &lt;/li&gt;&lt;li&gt; Turning off paid search to prove its value the hard way &lt;/li&gt;&lt;li&gt; AI as “interns” and why leadership still needs to drive the thinking &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Call to Action&lt;/p&gt;&lt;p&gt;If you&amp;apos;re a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle.&lt;/p&gt;&lt;p&gt;Resources mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Stickybeak – &lt;a href='https://www.stickybeak.co'&gt;https://www.stickybeak.co&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Noel Leeming – &lt;a href='https://www.noelleeming.co.nz'&gt;https://www.noelleeming.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; HubSpot – &lt;a href='https://www.hubspot.com'&gt;https://www.hubspot.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&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; Anna Henwood –&lt;a href='https://www.linkedin.com/in/anna-henwood/'&gt; https://www.linkedin.com/in/annahenwood/&lt;/a&gt;&lt;/li&gt;&lt;li&gt; Fiona Taimana – &lt;a href='https://www.linkedin.com/in/fionacoetaimana/'&gt;https://www.linkedin.com/in/fionacoetaimana/&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;/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;p&gt;00:00 Live from B2B Marketing Conference&lt;br/&gt; 01:30 Small budgets, big ambitions explained&lt;br/&gt; 03:00 Unlocking hidden resources in your business&lt;br/&gt; 06:00 Leveraging networks over spend&lt;br/&gt; 09:00 The power of simplicity in marketing&lt;br/&gt; 13:30 Defining and prioritising “big rocks”&lt;br/&gt; 18:00 Introduce, enhance, perfect framework&lt;br/&gt; 20:00 Showing results to unlock more budget&lt;br/&gt; 25:00 Budget cuts and ruthless prioritisation&lt;br/&gt; 30:00 What is a “small budget” in B2B&lt;br/&gt; 34:00 In-house vs agency debate&lt;br/&gt; 38:00 Audience Q&amp;amp;A and closing thoughts&lt;/p&gt;&lt;p&gt;Why this episode matters&lt;/p&gt;&lt;p&gt;Because in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it.&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>

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tig...

Episode 32: Small Budget. Big Ambition. B2B Marketing That Actually Works

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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