Your brand strategy is your company strategy | Ryan Maloney, Performance Marketing Expert | Ep. 27

Ryan Maloney is a powerhouse in sales and marketing, with a rich
background in gaming, sports, media, and entertainment. Ryan has
spent time driving growth at Hard Rock Digital, Facebook Gaming,
and PlayStation showcasing his expertise in brand management and
performance marketing. His leadership has directed over $1B in
marketing investments, driving innovation and substantial user
growth.


 


In this episode, Ryan and I discuss:


Relationship between brand and performance marketing in
driving growth

integrating customer-first  branding with marketing
communications

Building a sustainable company philosophy that aligns with
your marketing strategy

How a strong brand can shape customer experience and boosts
retention 



 


Chapters:


(0:00:01) Ryan Maloney - Guest introduction


(0:03:12) Key areas for developing a go-to-market strategy


(0:04:50) Importance of a strong brand operating system


(0:08:46) The role of customer insights in understanding the
target audience


(0:10:13) The value of talking to customers and conducting
surveys


(0:11:41) Building brand and product strategy in the early stages
of a business


(0:11:41) Building and validating the brand positioning


(0:12:28) Understanding the product offer


(0:13:41) The need for consistency and delivery on brand promise


(0:14:49) Brand positioning as a foundation for long-term growth


(0:15:56) Brand's impact on product, hiring, and outbound
marketing


(0:18:17) Brand as a company-wide responsibility, not just
marketing's


(0:18:54) Brand operating system as a toolkit for consistency


(0:20:31) Brand architecture for scaling and adding new products


(0:22:41) Importance of deliberate brand building and defending


(0:23:33) Examples of Apple and Supercell's brand strategies


(0:23:57) Consistency and positioning in branding


(0:24:54) Different views on the same person in brand perception


(0:26:13) Defending brand efforts and the frustration with brand
constraints


(0:27:43) The business benefit of brand consistency and trust


(0:29:30) The balance between brand and performance marketing


(0:31:00) Marketing as a unified approach, separating brand and
performance


(0:32:07) The impact of user privacy enhancements on performance
measurement


(0:33:10) Overcoming friction and aligning brand and performance
marketing


(0:34:17) Collaboration between brand and performance teams


(0:35:05) The importance of brand recognition and awareness


(0:35:28) Strategy and execution across different marketing
channels


(0:36:10) Capturing demand and generating preference and
awareness


(0:37:18) Bringing in new customers and owning the relationship


(0:38:02) Lessons learned from incentivized referral in mobile
gaming


(0:39:32) The importance of differentiating between valuable and
low-return traffic


(0:40:50) The challenge of incentivized referrals and fraud


(0:41:49) Applying mobile gaming retention strategies to other
industries


(0:42:41) Growth as a philosophy that requires alignment across
the organization


(0:45:22) Maintaining an aligned organizational philosophy for
sustainable growth


(0:47:32) Advice on aligning on a North Star across your
organization


(0:49:00) Importance of alignment and incentives within your team


(0:50:28) Importance of clarity in your company's vision and
goals


(0:51:41) The need for a business operating system for structure
and accountability


(0:54:00) Your North Star should remain consistent while allowing
for flexibility


(0:55:25) Prioritizing feedback and communication between
leadership & ground teams


(0:57:30) The consequences of not having a clear North Star and
alignment


(0:58:01) Clear communication and alignment are essential for
leadership


(0:59:27) Internal and external alignment is crucial for
consistent brand representation


(1:00:37) Conclusion and wrap-up


Link to Transcript