Canned the Marketing Podcast

This week, Steph from Cue Marketing and Ben from Human Digital dive head-first into the chaotic, emotional, reputation-threatening world of rebrands - from the corporate phoenix moments (hello, Accenture) to the “no one asked for this” refreshes that get marketers yelled at at BBQs. With real-world stories from Spark, Enviro NZ, Four Square, Griffins, Enron (yes, really), and NZ Post, they unpack what makes a rebrand sing — and what makes customers grab the pitchforks. Grab a chocky biccy and settle in. What You’ll Learn in This Episode The REAL Difference Between a Rebrand and a Refresh Why marketers constantly mix them up, and why that confusion costs businesses millions. When to Rebrand (…and When to Absolutely Don’t) The strategic triggers that justify the cost, pain, and chaos — and the red flags that say “leave it alone.” The True Cost of Rebranding From uniforms to wayfinding - make sure you consider ALL the costs  How to Take People With You Why internal buy-in is the make or break moment for any major identity change. Case Studies Marketers Can Actually Use The inside stories of Spark, Foursquare, Cracker Barrel, Griffins, Arthur Andersen → Accenture, NZ Post, and Vodafone → One NZ. Why Listen? Because rebrands are expensive, political, emotionally charged — and often completely misunderstood. This episode cuts through the fluff to give marketers the straight talk: when to refresh, when to rebrand, what it really costs, and how to not accidentally destroy decades of brand equity. If you touch brand in any way, this is essential listening — packed with real examples, candid insights, and the kind of hard truths only Steph and Ben will drop on-mic. Connect with the Hosts Stephanie Quantrill (Cue Marketing) – https://www.linkedin.com/in/stephaniequantrill/ Ben van Rooy (Human Digital) – https://www.linkedin.com/in/benvanrooy/

B2B finally gets its moment in the spotlight. In this episode, co-hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) dive into the misunderstood, often underestimated world of B2B marketing—where long sales cycles, buying committees, and high-stakes decisions make the work both exhilarating and brutal. From the politics behind procurement to the power of brand trust built years before a shortlist is even written, Steph and Ben unpack what really drives decisions in the boardroom. No jargon, no fluff—just the reality of modern B2B marketing that every marketer needs to understand. WHAT YOU’LL LEARN IN THIS EPISODE Why B2B is not “B2C but boring” Longer cycles, higher stakes, more buyers—and why creativity still matters. How buying committees actually work The difference between economic, technical, user, IT and procurement buyers—and why one contact is never enough. The B2B buyer journey (hint: it’s very non-linear) From problem realisation to risk mitigation—and how to show up early. Account-Based Marketing (ABM) explained properly What it is, how it aligns with sales, and why relevance beats reach every time. The role of trust in B2B decision-making Why employees feel their career is on the line—and how testimonials, content and brand familiarity reduce perceived risk. If you loved this episode, share it with a fellow marketer who still thinks B2B is boring. And make sure you're subscribed—next week, we jump into the wild world of brand collaborations and how pairing up can make (or break) a brand.   RESOURCES MENTIONED Marketing Association NZ – Top Talent Program https://marketing.org.nz DB Export Ultra Ice Collab Campaign https://www.db.co.nz IKEA New Zealand Pop-Ups https://www.ikea.co.nz Hosts Ben van Rooy – Human Digital https://www.linkedin.com/in/benvanrooy/ Stephanie Quantrill – Cue Marketing https://www.linkedin.com/in/stephanie-quantrill/ Names Mentioned in Episode Andrew Hughes – Global Head of SEM, Xero https://www.linkedin.com/in/andrew-hughes-992ba127/ Di Liu – Marketing Association Top Talent Intern John Miles – Marketing Association https://www.linkedin.com/in/johnmilesnz/ EXPLORE MORE FROM CANNED Canned the Marketing Podcast Website https://www.cannedmarketing.com

Hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dig into one of the most in-demand topics in modern marketing: personal branding. With audiences trusting individuals more than companies, this episode breaks down how personalities are shaping influence, loyalty and commercial outcomes.They highlight industry standouts like Eugene Healy, who commands half a million followers, and explore how figures like Jason Paris, Joely Hodson, and Dan Carter have built magnetic personal brands that lift entire organisations. What You’ll Learn in This Episode Why personal branding is exploding for marketersHow the shift in trust from companies to individuals is reshaping influence and decision-making. How creators amplify brands beyond traditional advertisingHow the Alix Earl effect, Cannes examples and the creator economy are changing brand value. How to decide what your personal brand should stand forHow tone, values and consistency build credibility in your category. How CEOs and founders use personal brand powerfullyHow leaders like Jason Paris, Joely Hodson and Dan Carter bring scale, trust and attention. How employees can (and can’t) show up onlineHow to navigate company rules, employer perception and your own voice without crossing lines. How internal influencers are becoming brand assetsHow companies are turning staff into micro-voices and what that means for marketing teams. How to start building your personal brand todayHow to think about platforms, confidence, relevance and showing up consistently. Bonus Nuggets The moment Steph realised she had accidentally posted a “controversial” LinkedIn post… and the DMs that followed. Why some people won’t comment publicly on posts (and what that actually means). Why Dan Carter would make a terrible Labubu collaboration and why Ben would buy it anyway. Metallica vs Wicked: a study in contrasting personal brand audiences. The accidental comedy of Ben explaining “hunters and gatherers” of LinkedIn engagement. Connect with the creators, hosts and tools mentioned: Eugene Healy – LinkedIn: https://www.linkedin.com/in/eugenehealy Steph Quantrill – LinkedIn: https://www.linkedin.com/in/stephanie-quantrill/ Ben van Rooy – LinkedIn: https://www.linkedin.com/in/benvanrooy/ Explore more from Canned: Canned the Marketing Podcast: https://www.cannedmarketing.com Cue Marketing: https://www.cuemarketing.co.nz Human Digital: https://www.humandigital.com

This week, Steph from Cue Marketing and Ben from Human Digital dive headfirst into one of marketing’s most fun playgrounds: brand collaborations. From Balenciaga x Scholl (yes, the bunion shoe brand) to Four Square x Sawmill’s summer IPA, to why Barbie basically owned 2023, this episode hits everything from FMCG smashes to luxury chaos. If you love collabs, hate collabs, or have trauma from the Steinlager abstinence ring — you’re in the right place. What You’ll Learn in This Episode What Makes a Brand Collab Actually Work Where the magic happens: overlapping audiences, shared brand DNA, and the almighty Venn diagram. The Difference Between a Smart Collab and a “WTF Who Approved This?” Moment Featuring Yeezy, misaligned fashion chains, and the infamous Steinlager Abstain Ring. Case Studies: FMCG Collabs That Won (and Why) Whittaker’s, Oreo, Dubai chocolate, parrot-dog beer, and the psychology behind summer positioning. Fashion Collabs – Why Target x Missoni Was Genius & Target x Neiman Marcus… Wasn’t Luxury meets mass market — but only when the stars (and customers) actually align. B2B Collabs You Probably Never Considered How B2B brands can collaborate without looking like they’re trying too hard.  The Hidden Work Behind Collabs Packaging. R&D. Shelf life. Supply chain. Timelines. The realities that make (or break) collab dreams. Bonus Nuggets Steph’s thrifted sequin era makes a strong reappearance. Dubai-style pistachio chocolate blows the Gen Alpha mind (and their budgets). Biscoff: still the reigning king of TikTok-induced flavour chaos. Balenciaga’s Frankenshoe: fashion? stunt? cry for help? unclear. Why airlines + craft beer = collab gold. “If you don’t plan it properly, you’ll end up with a warehouse full of abstinence rings.” Why Listen? This episode is a masterclass in how brand collaborations really work — the strategy, the upside, the risks, and the “oh God pull the plug” moments only marketers truly understand. Whether you’re plotting your next FMCG limited edition, launching a B2B partnership, or pitching a bold cross-category stunt, Steph and Ben break down what makes collabs fly… or crash spectacularly. It’s packed with real examples, sharp opinions, and delicious marketing gossip from two people who have lived it, judged it, and occasionally bought it at Four Square.

This week, Steph from Cue Marketing and Ben from Human Digital crack open a story you wouldn’t expect from the world of banking; a handcrafted kids’ content series built inside ASB. Yep, puppets, original songs, TVNZ studios… the works. Social & Content Lead Hamish Russell joins the show to unpack how a bank made one of the most delightfully creative education projects in New Zealand. If you think financial services kills creativity, prepare to backspace that opinion. What You’ll Learn in This Episode Why Creativity Doesn’t Die in BanksHow ASB carved out pockets of creativity inside a high-risk, compliance-heavy environment. Turning an In-School Programme Into a Digital Content IPThe inside story of how GetWise became The Big Little GetWise Show — and why no one asked for it (but everyone loves it). Low Budget ≠ Low ImpactThe scrappy funding model, stitched-together resources, and production hacks that made a 9-episode kids’ series possible. Building In-House Capability for Brand StorytellingHow ASB is shifting more creative, content, and strategy into their own team — and what marketers can learn from it. Finding the ‘Safe Cracks’ in Risk-Averse BusinessesHamish explains how to innovate without triggering the compliance klaxons. Using Social to Drive Genuine Value (Not Product Push)A masterclass in value-exchange content for young audiences, teachers, and parents. Evergreen Content as Brand EquityWhy educational content with longevity is a long-play winner for brand affinity. Bonus Nuggets That retro 90s infomercial Long White campaign… toot or boot? (Spoiler: boot.) Coca-Cola’s AI Christmas ad and why the internet loves/hates it. The existential crisis of Ben’s “metaphorical” Christmas tree. A progressive dinner involving tequila, smashed plates, X-rated games, and Steph dressed as an avocado. The new ChatGPT Atlas browser and whether it’s about to fill out your forms for you. Deposit books, childhood bank propaganda, and how brand loyalty forms before you can tie your shoes. Why Listen? If you're a marketer tired of hearing “we can’t do that because… risk,” this episode is proof that creativity can survive — and even thrive — inside the strictest industries. Hamish shows how ASB built an entire kids’ content universe by blending research, cultural insight, in-house skills, and clever navigation of internal approvals. It’s a killer example of brand equity building without selling, and a must-listen for anyone working in financial services, social strategy, education, brand building, or content creation on a shoestring budget.   Chapters 00:00 – Welcome BackBen and Steph check in: couches, home office heatwaves, and very minimal Christmas décor. 02:30 – Progressive Dinners & French 75sSteph recaps a wildly on-brand neighbourhood soirée. 07:00 – Campaigns of the WeekLong White’s “Sugar Liquidation” gets a roasting; Coca-Cola’s AI Christmas ad gets an eyebrow raise. 11:00 – The New ChatGPT BrowserBen nerds out about ChatGPT Atlas and automated browsing. 13:20 – Introducing Hamish from ASBFresh off the TMC Marketers Day stage. 16:00 – Creativity Within a Bank? Yep.How Hamish finds “safe creative cracks” in a risk-heavy environment. 21:00 – What Is GetWise?ASB’s long-standing youth financial literacy programme. 27:00 – Turning GetWise Into a ShowWhy ASB built a kids’ content series from scratch — and how. 31:00 – Funding a Series With No BudgetHamish’s “cap in hand” tour across departments. 34:00 – No AI, All HandmadeWhy the team refused AI for this project — and channelled 80s/90s kids’ TV instead. 36:30 – Crafting High-Quality Social ContentProving that social doesn’t have to be lo-fi to perform. 37:45 – KPIs, Early Results & Teacher FeedbackWhat success looks like for season one. 43:00 – Will There Be a Season Two?Hamish spills on early plans and wider funding conversations. 48:00 – Wrap-Up & Final ThoughtsCreativity in banking: officially not dead.