Luxury brands play a completely different marketing game. In this episode of Canned the Marketing Podcast, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering prices and intense loyalty. If you’ve ever wondered why people wait years for a Birkin bag or why some brands refuse to discount, this episode breaks down the psychology, power and contradictions of luxury marketing.What You’ll Learn in This Episode • Why luxury brands were built on craftsmanship and heritage How centuries-old European craft traditions shaped the foundations of luxury marketing. • Why scarcity is one of the most powerful marketing levers How luxury brands manufacture demand by limiting access rather than increasing availability. • Why people buy identity, not just products How aspiration, belonging and status drive luxury purchasing behaviour. • Why luxury brands rarely discount How pricing discipline reinforces brand perception and long-term desirability. • Why even iconic luxury brands lose their shine How heritage brands navigate creative reinvention while protecting their legacy.Bonus Nuggets • The Birkin effect Why Hermès deliberately withholds supply to increase demand. • Modern luxury brands built on scarcity How brands like The Row create exclusivity through limited availability. • Luxury resale and pre-loved markets Why older luxury products can sometimes become more valuable than new ones.Call to Action If you enjoy unpacking the strategy behind iconic brands, subscribe to Canned the Marketing Podcast and join the conversation with marketers across New Zealand and Australia.Connect with the us: • 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> Timestamps 00:00 Introduction to luxury marketing and why it fascinates marketers 00:17 Why products like Birkin bags and luxury coats command extreme prices 02:12 The historical roots of luxury brands in European craftsmanship 07:40 Why Louis Vuitton and Hermès built their brands on craft mastery 12:45 Scarcity as a deliberate luxury marketing strategy 16:00 The psychology of aspiration, identity and belonging 20:30 Modern luxury brands and the rise of The Row 24:00 Premium vs luxury and the example of R.M. Williams 28:30 The growing opportunity in luxury resale and pre-loved markets 32:00 When heritage brands like Gucci lose direction 35:30 The future of luxury brands and how they maintain 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;Luxury brands play a completely different marketing game. In this episode of &lt;em&gt;Canned the Marketing Podcast&lt;/em&gt;, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering prices and intense loyalty. If you’ve ever wondered why people wait years for a Birkin bag or why some brands refuse to discount, this episode breaks down the psychology, power and contradictions of luxury marketing.&lt;/p&gt;&lt;p&gt;&lt;b&gt;What You’ll Learn in This Episode&lt;/b&gt;&lt;br/&gt; • &lt;b&gt;Why luxury brands were built on craftsmanship and heritage&lt;/b&gt;&lt;br/&gt; How centuries-old European craft traditions shaped the foundations of luxury marketing.&lt;br/&gt; • &lt;b&gt;Why scarcity is one of the most powerful marketing levers&lt;/b&gt;&lt;br/&gt; How luxury brands manufacture demand by limiting access rather than increasing availability.&lt;br/&gt; • &lt;b&gt;Why people buy identity, not just products&lt;/b&gt;&lt;br/&gt; How aspiration, belonging and status drive luxury purchasing behaviour.&lt;br/&gt; • &lt;b&gt;Why luxury brands rarely discount&lt;/b&gt;&lt;br/&gt; How pricing discipline reinforces brand perception and long-term desirability.&lt;br/&gt; • &lt;b&gt;Why even iconic luxury brands lose their shine&lt;/b&gt;&lt;br/&gt; How heritage brands navigate creative reinvention while protecting their legacy.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets&lt;/b&gt;&lt;br/&gt; • &lt;b&gt;The Birkin effect&lt;/b&gt;&lt;br/&gt; Why Hermès deliberately withholds supply to increase demand.&lt;br/&gt; • &lt;b&gt;Modern luxury brands built on scarcity&lt;/b&gt;&lt;br/&gt; How brands like The Row create exclusivity through limited availability.&lt;br/&gt; • &lt;b&gt;Luxury resale and pre-loved markets&lt;/b&gt;&lt;br/&gt; Why older luxury products can sometimes become more valuable than new ones.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Call to Action&lt;/b&gt;&lt;br/&gt; If you enjoy unpacking the strategy behind iconic brands, subscribe to &lt;em&gt;Canned the Marketing Podcast&lt;/em&gt; and join the conversation with marketers across New Zealand and Australia.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with the us:&lt;/b&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;&lt;b&gt;Explore more from Canned:&lt;/b&gt;&lt;br/&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;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Timestamps&lt;/b&gt;&lt;br/&gt; 00:00 Introduction to luxury marketing and why it fascinates marketers&lt;br/&gt; 00:17 Why products like Birkin bags and luxury coats command extreme prices&lt;br/&gt; 02:12 The historical roots of luxury brands in European craftsmanship&lt;br/&gt; 07:40 Why Louis Vuitton and Hermès built their brands on craft mastery&lt;br/&gt; 12:45 Scarcity as a deliberate luxury marketing strategy&lt;br/&gt; 16:00 The psychology of aspiration, identity and belonging&lt;br/&gt; 20:30 Modern luxury brands and the rise of The Row&lt;br/&gt; 24:00 Premium vs luxury and the example of R.M. Williams&lt;br/&gt; 28:30 The growing opportunity in luxury resale and pre-loved markets&lt;br/&gt; 32:00 When heritage brands like Gucci lose direction&lt;br/&gt; 35:30 The future of luxury brands and how they maintain 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>

Luxury brands play a completely different marketing game. In this episode of Canned the Marketing Podcast, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering pri...

Episode 30: Inside Luxury Marketing: Craft, Scarcity and the Status Game

In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.What You’ll Learn in This Episode<ul><li>What is Nostalgia Marketing? Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.</li><li>Why Millennials Are the Perfect Target Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.</li><li>How Brands Turn Cultural Moments into Marketing Gold Examples like the Barbie movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.</li><li>When Nostalgia Works—and When It Backfires Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.</li><li>The Coca-Cola and Stranger Things Masterclass Coca-Cola cleverly revived the infamous “New Coke” through Stranger Things, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.</li><li>Why Nostalgia Attracts New Generations Too Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.</li><li>The Difference Between Nostalgia and Trend-Jumping Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.</li></ul>Bonus Nuggets<ul><li>Protein is everywhere in Australian supermarkets—even Violet Crumble and Chupa Chups flavoured protein bars.</li><li>Steph reports live from a whirlwind Sydney and Melbourne retail tour, exploring trends in pet and grocery categories.</li><li>A nostalgic dessert debate: Viennetta vs boysenberry ice cream tubs as childhood luxury treats.</li><li>A quick marketing news round-up including WPP’s expanded AI partnership with Adobe and creative agency shake-ups for KFC..</li></ul>Why Listen?Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.Chapters (with timestamps)00:00 – Welcome &amp; Episode Setup Steph and Ben introduce nostalgia marketing and set the scene.01:00 – Retail Trends in Australia Steph reports from supermarket and pet store visits across Sydney and Melbourne.08:50 – Marketing News Round-Up AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.15:00 – The McDonald’s Friends Campaign Why nostalgic collaborations are targeting millennials.17:00 – What Nostalgia Marketing Really Is Definingwww.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;In this episode of &lt;em&gt;Canned the Marketing Podcast&lt;/em&gt;, hosts &lt;b&gt;Steph Quantrill (Cue Marketing)&lt;/b&gt; and &lt;b&gt;Ben van Rooy (Human Digital)&lt;/b&gt; dive into the power of nostalgia marketing. From McDonald’s &lt;em&gt;Friends&lt;/em&gt; collectibles to Coca-Cola’s &lt;em&gt;Stranger Things&lt;/em&gt; revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.&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;What is Nostalgia Marketing?&lt;/b&gt;&lt;br/&gt;Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Why Millennials Are the Perfect Target&lt;/b&gt;&lt;br/&gt;Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.&lt;/li&gt;&lt;li&gt;&lt;b&gt;How Brands Turn Cultural Moments into Marketing Gold&lt;/b&gt;&lt;br/&gt;Examples like the &lt;em&gt;Barbie&lt;/em&gt; movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.&lt;/li&gt;&lt;li&gt;&lt;b&gt;When Nostalgia Works—and When It Backfires&lt;/b&gt;&lt;br/&gt;Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.&lt;/li&gt;&lt;li&gt;&lt;b&gt;The Coca-Cola and Stranger Things Masterclass&lt;/b&gt;&lt;br/&gt;Coca-Cola cleverly revived the infamous “New Coke” through &lt;em&gt;Stranger Things&lt;/em&gt;, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Why Nostalgia Attracts New Generations Too&lt;/b&gt;&lt;br/&gt;Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.&lt;/li&gt;&lt;li&gt;&lt;b&gt;The Difference Between Nostalgia and Trend-Jumping&lt;/b&gt;&lt;br/&gt;Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Protein is everywhere in Australian supermarkets—even &lt;b&gt;Violet Crumble and Chupa Chups flavoured protein bars&lt;/b&gt;.&lt;/li&gt;&lt;li&gt;Steph reports live from a whirlwind &lt;b&gt;Sydney and Melbourne retail tour&lt;/b&gt;, exploring trends in pet and grocery categories.&lt;/li&gt;&lt;li&gt;A nostalgic dessert debate: &lt;b&gt;Viennetta vs boysenberry ice cream tubs&lt;/b&gt; as childhood luxury treats.&lt;/li&gt;&lt;li&gt;A quick marketing news round-up including &lt;b&gt;WPP’s expanded AI partnership with Adobe&lt;/b&gt; and creative agency shake-ups for KFC..&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Why Listen?&lt;/p&gt;&lt;p&gt;Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.&lt;/p&gt;&lt;p&gt;Chapters (with timestamps)&lt;/p&gt;&lt;p&gt;&lt;b&gt;00:00 – Welcome &amp;amp; Episode Setup&lt;/b&gt;&lt;br/&gt;Steph and Ben introduce nostalgia marketing and set the scene.&lt;/p&gt;&lt;p&gt;&lt;b&gt;01:00 – Retail Trends in Australia&lt;/b&gt;&lt;br/&gt;Steph reports from supermarket and pet store visits across Sydney and Melbourne.&lt;/p&gt;&lt;p&gt;&lt;b&gt;08:50 – Marketing News Round-Up&lt;/b&gt;&lt;br/&gt;AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.&lt;/p&gt;&lt;p&gt;&lt;b&gt;15:00 – The McDonald’s Friends Campaign&lt;/b&gt;&lt;br/&gt;Why nostalgic collaborations are targeting millennials.&lt;/p&gt;&lt;p&gt;&lt;b&gt;17:00 – What Nostalgia Marketing Really Is&lt;/b&gt;&lt;br/&gt;Defining&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>

In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right. What You’ll Learn in This Episode W...

Episode 29: From Barbie to McDonald’s: The Marketing Power of Cultural Memory

The 4Ps might be Marketing 101, but are we actually using them properly?In this episode of Canned, Steph Quantrill from Cue Marketing and Ben van Rooy from Human Digital go deep on Product, Price, Place and Promotion and why these fundamentals still shape the strongest brands in New Zealand and Australia. Then in a special guest section, Kaleb Mearns joins to launch a new partnership survey in conjunction with the Marketing Association, unpacking why agencies and clients need to take a hard look at how they work together. The 4Ps Deep Dive (Or is it 7?)What You’ll Learn in This Episode• Why product strength determines how much promotion you actually need  • How pricing is positioning whether you realise it or not  • Where place and distribution quietly create competitive advantage  • Why promotion is the loudest P but rarely the most important  • How modern marketers can use the 4Ps as a strategic filter before briefing creativeSpecial Section: The Partnership Survey with Kaleb MearnsIn this segment, Kaleb joins Steph and Ben to announce the new industry partnership survey in collaboration with the Marketing Association.Why This Matters• Why agency and client relationships often drift without measurement  • How better feedback loops can strengthen commercial performance  • What the survey aims to uncover about trust, expectations and value  • Why both agencies and brand-side marketers should contributeCall to action If you work in an agency or sit client side, fill out the partnership survey and encourage your team to do the same. Stronger relationships build stronger marketing. And while you are at it, sense-check your next campaign against the 4Ps before you hit go.Resources mentioned  • Marketing Association <a href='https://marketing.org.nz'>https://marketing.org.nz</a> Connect with the creators and hosts • Kaleb Mearns. <a href='https://www.linkedin.com/in/kalebfrancis/'>https://www.linkedin.com/in/kalebfrancis/</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> Timestamps  00:00 Why the 4Ps still anchor great marketing  07:45 Product as the foundation of brand strength  16:20 Pricing as a strategic signal  24:10 Place and distribution power  33:30 Promotion in a noisy market  41:00 Special guest Kaleb Mearns and the partnership survey launch  50:30 Why agencies and clients should participate 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;The 4Ps might be Marketing 101, but are we actually using them properly?&lt;/p&gt;&lt;p&gt;In this episode of Canned, &lt;b&gt;Steph Quantrill &lt;/b&gt;from Cue Marketing and &lt;b&gt;Ben van Rooy&lt;/b&gt; from Human Digital go deep on Product, Price, Place and Promotion and why these fundamentals still shape the strongest brands in New Zealand and Australia. &lt;/p&gt;&lt;p&gt;Then in a special guest section, Kaleb Mearns joins to launch a new partnership survey in conjunction with the Marketing Association, unpacking why agencies and clients need to take a hard look at how they work together. &lt;/p&gt;&lt;p&gt;&lt;b&gt;The 4Ps Deep Dive (Or is it 7?)&lt;/b&gt;&lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;p&gt;• Why product strength determines how much promotion you actually need&lt;br/&gt; • How pricing is positioning whether you realise it or not&lt;br/&gt; • Where place and distribution quietly create competitive advantage&lt;br/&gt; • Why promotion is the loudest P but rarely the most important&lt;br/&gt; • How modern marketers can use the 4Ps as a strategic filter before briefing creative&lt;/p&gt;&lt;p&gt;&lt;b&gt;Special Section: The Partnership Survey with Kaleb Mearns&lt;/b&gt;&lt;/p&gt;&lt;p&gt;In this segment, Kaleb joins Steph and Ben to announce the new industry partnership survey in collaboration with the Marketing Association.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Why This Matters&lt;/b&gt;&lt;/p&gt;&lt;p&gt;• Why agency and client relationships often drift without measurement&lt;br/&gt; • How better feedback loops can strengthen commercial performance&lt;br/&gt; • What the survey aims to uncover about trust, expectations and value&lt;br/&gt; • Why both agencies and brand-side marketers should contribute&lt;/p&gt;&lt;p&gt;&lt;b&gt;Call to action&lt;/b&gt;&lt;br/&gt; If you work in an agency or sit client side, fill out the partnership survey and encourage your team to do the same. Stronger relationships build stronger marketing. And while you are at it, sense-check your next campaign against the 4Ps before you hit go.&lt;/p&gt;&lt;p&gt;Resources mentioned&lt;br/&gt; • Marketing Association &lt;a href='https://marketing.org.nz'&gt;https://marketing.org.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; Connect with the creators and hosts&lt;br/&gt; • Kaleb Mearns. &lt;a href='https://www.linkedin.com/in/kalebfrancis/'&gt;https://www.linkedin.com/in/kalebfrancis/&lt;/a&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;Explore more from Canned&lt;br/&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;br/&gt; 00:00 Why the 4Ps still anchor great marketing&lt;br/&gt; 07:45 Product as the foundation of brand strength&lt;br/&gt; 16:20 Pricing as a strategic signal&lt;br/&gt; 24:10 Place and distribution power&lt;br/&gt; 33:30 Promotion in a noisy market&lt;br/&gt; 41:00 Special guest Kaleb Mearns and the partnership survey launch&lt;br/&gt; 50:30 Why agencies and clients should participate&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&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>

The 4Ps might be Marketing 101, but are we actually using them properly? In this episode of Canned, Steph Quantrill from Cue Marketing and Ben van Rooy from Human Digital go deep on Product, Price, Place and Promotion and why these fundamentals still shape the strongest brands in New Zealand and Australia.  Then in a special guest section, Kaleb Mearns joins to launch a new partnership survey in conjunction with the Marketing Association, unpacking why agencies and clients need to take a...

Episode 28: Think You’ve Moved Beyond the 4Ps? Think Again.

What does it take to futureproof an entire profession? On this episode of Canned, Ben van Rooy and Stephanie Quantrill sit down with John Miles, CEO of the New Zealand Marketing Association, to unpack how NZMA has evolved from its direct mail roots into a national engine room for marketing capability. John shares how COVID forced a fast pivot to digital learning, why leadership pathways matter more than ever, and the importance of a professional body in a profession that doesn&apos;t require one. If you care about lifting standards in NZ marketing, this episode is for you.What You’ll Learn in This Episode•Why professional bodies must evolve from events hosts to true capability builders •How marketing leadership pathways shape the future of the industry •What real membership value looks like in 2026 and beyond •Why modern marketers need breadth of thinking not just channel expertise •How community and mentoring create long term industry advantageBonus Nuggets•Steph and Ben unpack the Super Bowl ad landscape and what real cut through looks like •A nostalgic McDonald’s Friends collab sparks a debate on audience relevance •A reminder that marketing is as much about community as it is about campaignsCall to actionIf you’re serious about growing your career and raising the bar for marketing in New Zealand and Australia, this conversation will challenge how you think about professional development.Resources mentioned:•New Zealand Marketing Association (NZMA) <a href='https://marketing.org.nz/'>https://marketing.org.nz</a> •Advanced Marketing Leadership Programme <a href='https://marketing.org.nz/training'>https://marketing.org.nz/training</a> •NZ Marketing Awards <a href='https://marketing.org.nz/marketing-awards'>https://marketing.org.nz/marketing-awards</a> •System1 <a href='https://system1group.com/'>https://system1group.com</a>Connect with the creators, and hosts mentioned:•John Miles <a href='https://www.linkedin.com/in/john-m-129a0521/'>https://www.linkedin.com/in/john-m-129a0521/</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>Help improve our podcastTimestamps00:00 Welcome and why this episode matters for NZ marketers 04:20 Super Bowl ads and the battle for attention 12:30 Meet John Miles and the role of NZMA 16:30 COVID pivots and digital transformation 20:00 Membership explained and what value really means 29:30 Building talent pathways and emerging marketer programmes 33:45 Events scale and capability building at pace 44:20 Creativity, ROI pressure and the future of marketing 47:15 Wrap and what’s nextwww.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;What does it take to futureproof an entire profession? On this episode of Canned, &lt;b&gt;Ben van Rooy &lt;/b&gt;and &lt;b&gt;Stephanie Quantrill&lt;/b&gt; sit down with &lt;b&gt;John Miles,&lt;/b&gt; CEO of the New Zealand Marketing Association, to unpack how NZMA has evolved from its direct mail roots into a national engine room for marketing capability. &lt;/p&gt;&lt;p&gt;John shares how COVID forced a fast pivot to digital learning, why leadership pathways matter more than ever, and the importance of a professional body in a profession that doesn&amp;apos;t require one. &lt;/p&gt;&lt;p&gt;If you care about lifting standards in NZ marketing, this episode is for you.&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 professional bodies must evolve from events hosts to true capability builders&lt;br/&gt;•How marketing leadership pathways shape the future of the industry&lt;br/&gt;•What real membership value looks like in 2026 and beyond&lt;br/&gt;•Why modern marketers need breadth of thinking not just channel expertise&lt;br/&gt;•How community and mentoring create long term industry advantage&lt;/p&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets&lt;/b&gt;&lt;/p&gt;&lt;p&gt;•Steph and Ben unpack the Super Bowl ad landscape and what real cut through looks like&lt;br/&gt;•A nostalgic McDonald’s Friends collab sparks a debate on audience relevance&lt;br/&gt;•A reminder that marketing is as much about community as it is about campaigns&lt;/p&gt;&lt;p&gt;&lt;b&gt;Call to action&lt;/b&gt;&lt;/p&gt;&lt;p&gt;If you’re serious about growing your career and raising the bar for marketing in New Zealand and Australia, this conversation will challenge how you think about professional development.&lt;/p&gt;&lt;p&gt;Resources mentioned:&lt;/p&gt;&lt;p&gt;•New Zealand Marketing Association (NZMA) &lt;a href='https://marketing.org.nz/'&gt;https://marketing.org.nz&lt;/a&gt;&lt;br/&gt;•Advanced Marketing Leadership Programme &lt;a href='https://marketing.org.nz/training'&gt;https://marketing.org.nz/training&lt;/a&gt;&lt;br/&gt;•NZ Marketing Awards &lt;a href='https://marketing.org.nz/marketing-awards'&gt;https://marketing.org.nz/marketing-awards&lt;/a&gt;&lt;br/&gt;•System1 &lt;a href='https://system1group.com/'&gt;https://system1group.com&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Connect with the creators, and hosts mentioned:&lt;/p&gt;&lt;p&gt;•John Miles &lt;a href='https://www.linkedin.com/in/john-m-129a0521/'&gt;https://www.linkedin.com/in/john-m-129a0521/&lt;/a&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;•Stephanie Quantrill &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&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;•Cue Marketing &lt;a href='http://www.cuemarketing.co.nz/'&gt;www.cuemarketing.co.nz&lt;/a&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;Help improve our podcast&lt;/p&gt;&lt;p&gt;Timestamps&lt;/p&gt;&lt;p&gt;00:00 Welcome and why this episode matters for NZ marketers&lt;br/&gt;04:20 Super Bowl ads and the battle for attention&lt;br/&gt;12:30 Meet John Miles and the role of NZMA&lt;br/&gt;16:30 COVID pivots and digital transformation&lt;br/&gt;20:00 Membership explained and what value really means&lt;br/&gt;29:30 Building talent pathways and emerging marketer programmes&lt;br/&gt;33:45 Events scale and capability building at pace&lt;br/&gt;44:20 Creativity, ROI pressure and the future of marketing&lt;br/&gt;47:15 Wrap and what’s next&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>

What does it take to futureproof an entire profession? On this episode of Canned, Ben van Rooy and Stephanie Quantrill sit down with John Miles, CEO of the New Zealand Marketing Association, to unpack how NZMA has evolved from its direct mail roots into a national engine room for marketing capability.  John shares how COVID forced a fast pivot to digital learning, why leadership pathways matter more than ever, and the importance of a professional body in a profession that doesn't require...

Episode 27: The State of Marketing in NZ: Are We Raising the Bar or Lowering It?

When you’re up against a giant, you do not outspend them. You out-position them. In this episode of Canned, Ben van Rooy and Stephanie Quantrill unpack challenger brands versus market leaders and why bigger is not always better. From Pepsi taking on Coca-Cola at the Super Bowl, to Whittaker&apos;s holding its ground against Cadbury, and how Skinny emerged in response to 2degrees, this is a sharp, practical breakdown of how David can beat Goliath. If you manage brand in NZ or Australia, this one is worth a listen.What You’ll Learn in This Episode  • Why positioning is your most affordable weapon  • How repetition builds mental availability when budgets are tight  • When market leaders should launch sub-brands versus stay the course  • Why reframing the category can be more powerful than product innovation  • How defending your lane beats trying to be everything to everyoneBonus Nuggets  • The Super Bowl Pepsi polar bear taste test and what it signals about competitive framing  • Why Whittaker’s goes upmarket instead of chasing Cadbury on price Call to action  If you are either the scrappy challenger or the comfortable category leader, this episode asks one uncomfortable question: are you defending your positioning hard enough?Resources mentioned:  • Pepsi  • Coca-Cola  • Whittaker&apos;s  • Cadbury  • 2degrees  • Skinny  • Dollar Shave Club  • Gillette  • Unilever  • OpenAIConnect with us:  • 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> Timestamps  00:00 – Challenger brands versus market leaders  00:11 – Pepsi, Whittaker’s and the positioning battle  16:23 – Skinny launched as a response to 2degrees  17:19 – Dollar Shave Club and acquisition strategy  24:22 – Repeat, repeat, repeat as a challenger strategy  44:15 – Why Whittaker’s cannot be Cadbury 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;When you’re up against a giant, you do not outspend them. You out-position them. &lt;/p&gt;&lt;p&gt;In this episode of Canned, Ben van Rooy and Stephanie Quantrill unpack challenger brands versus market leaders and why bigger is not always better. From Pepsi taking on Coca-Cola at the Super Bowl, to Whittaker&amp;apos;s holding its ground against Cadbury, and how Skinny emerged in response to 2degrees, this is a sharp, practical breakdown of how David can beat Goliath. &lt;/p&gt;&lt;p&gt;If you manage brand in NZ or Australia, this one is worth a listen.&lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;br/&gt; • Why positioning is your most affordable weapon&lt;br/&gt; • How repetition builds mental availability when budgets are tight&lt;br/&gt; • When market leaders should launch sub-brands versus stay the course&lt;br/&gt; • Why reframing the category can be more powerful than product innovation&lt;br/&gt; • How defending your lane beats trying to be everything to everyone&lt;/p&gt;&lt;p&gt;Bonus Nuggets&lt;br/&gt; • The Super Bowl Pepsi polar bear taste test and what it signals about competitive framing&lt;br/&gt; • Why Whittaker’s goes upmarket instead of chasing Cadbury on price&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;Call to action&lt;br/&gt; If you are either the scrappy challenger or the comfortable category leader, this episode asks one uncomfortable question: are you defending your positioning hard enough?&lt;/p&gt;&lt;p&gt;Resources mentioned:&lt;br/&gt; • Pepsi&lt;br/&gt; • Coca-Cola&lt;br/&gt; • Whittaker&amp;apos;s&lt;br/&gt; • Cadbury&lt;br/&gt; • 2degrees&lt;br/&gt; • Skinny&lt;br/&gt; • Dollar Shave Club&lt;br/&gt; • Gillette&lt;br/&gt; • Unilever&lt;br/&gt; • OpenAI&lt;/p&gt;&lt;p&gt;Connect with us:&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;br/&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;br/&gt; 00:00 – Challenger brands versus market leaders&lt;br/&gt; 00:11 – Pepsi, Whittaker’s and the positioning battle&lt;br/&gt; 16:23 – Skinny launched as a response to 2degrees&lt;br/&gt; 17:19 – Dollar Shave Club and acquisition strategy&lt;br/&gt; 24:22 – Repeat, repeat, repeat as a challenger strategy&lt;br/&gt; 44:15 – Why Whittaker’s cannot be Cadbury&lt;br/&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&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>

When you’re up against a giant, you do not outspend them. You out-position them.  In this episode of Canned, Ben van Rooy and Stephanie Quantrill unpack challenger brands versus market leaders and why bigger is not always better. From Pepsi taking on Coca-Cola at the Super Bowl, to Whittaker's holding its ground against Cadbury, and how Skinny emerged in response to 2degrees, this is a sharp, practical breakdown of how David can beat Goliath.  If you manage brand in NZ or Australia,...

Episode 26: The Challenger’s Advantage: Why the Underdog Thinks Smarter

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>.

Canned the Marketing Podcast

Details

Recent Episodes