Imagine walking up to someone you've never met and immediately asking them for money.

That's how a lot of marketing works today.

In this episode of A Mind for Marketing, Christina Moore speaks with strategist Dot Oyebolu about why modern marketing needs to behave more like a relationship. Instead of competing for the small percentage of buyers already in the market, Dot argues that the real opportunity lies in engaging the much larger group of people who know they have a problem but haven't started searching for solutions yet.

Dot explains why the shift from brand marketing to performance marketing has made many campaigns feel increasingly difficult to scale, and why successful marketing now requires a balance between awareness, consideration, and conversion.

The conversation also explores Dot's Strategy Maker Engine, a structured approach to go-to-market planning that helps companies move from insight to execution. The framework shows how strategy should guide marketing decisions before campaigns even begin.

What does it take to create a charity campaign that truly changes minds?

In this episode of A Mind for Marketing, Christina Moore speaks to communications consultant Vishnee Sauntoo about the strategy behind 'Second a Day', the Save the Children campaign that reached 10 million views in 48 hours and has since grown to nearly 79 million views worldwide

They unpack why the campaign worked. By focusing on one clear message and grounding the story in emotional accuracy, the team reframed a distant conflict into something audiences could see, feel and recognise.

The conversation goes deeper into modern charity marketing. How do you balance raw, real-time storytelling with dignity and consent? How do you work with influencers without exposing your organisation to unnecessary risk?

If you're responsible for brand, communications or strategy, there are lessons here that go far beyond the charity sector.

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

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Katie Martell shares what makes a strong presenter/influencer for a brand, and why alignment is non-negotiable in B2B partnerships.

In this episode of A Mind for Marketing, I'm joined by Katie Martell, marketer, speaker and one of LinkedIn's most recognisable voices in B2B.

We unpack why follower count is a poor proxy for trust.

You'll learn:

• Why human stories outperform product messaging
• The warning signs of ego-driven presenters
• How to assess values alignment before partnering with influencers

If you're a senior marketer thinking about launching a show or collaborating with external voices, this conversation will help you avoid the most common mistakes.

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

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Is your team publishing content, but your brand still feels invisible? This episode is for you.

Christina Moore sits down with Patrick Collister, former Creative Director at Ogilvy and head of Google's creative think tank, Zoo, to unpack why modern marketing feels fragmented and reactive. With pressure on performance marketing metrics and short-term results, many CMOs have drifted away from what builds long-term brand equity. Big ideas!

In this conversation, you'll learn:
• Why most digital advertising is ignored, even when it's optimised
• How creativity drives commercial growth and business transformation
• What senior marketing leaders can do to create space for stronger ideas

Patrick shares lessons from global brands like Cadbury and IBM, showing how creative thinking can rebuild trust and reposition a business.

If you're a leader trying to balance short-term revenue targets with long-term brand strategy, this episode will challenge how you think about marketing effectiveness.

A strong idea can reshape an entire business.

Get your Content Power Score. It's free!

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

What do you do when your product is… the universe?

In this episode of A Mind for Marketing, Christina Moore sits down with Cody Half-Moon, Chief Marketing Officer at Lowell Observatory, the historic Arizona institution where Pluto was discovered.

Astronomy has a reputation for being dense and inaccessible. Yet Cody helped turn the wonders of the universe into a top-ranking podcast with a growing global audience.

You'll discover:

Why complex industries fail when they "talk at" audiences and how to simplify content without dumbing it down

How co-discovery turns passive listeners into engaged communities

The thinking behind launching Star Stuff

What it really takes to get stakeholder buy-in for a new content channel.

If you lead marketing in a complex category, this conversation will challenge your assumptions.

Are you keen to find the same success as Cody? Take our assessment, the Content Power Score. It pinpoints exactly where your show's performance breaks down and what to fix first.

It's free https://christina-nsan4ban.scoreapp.com/

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

Most thought leadership is easy to ignore.

In this episode of A Mind for Marketing, I'm joined by Mark Levy, a differentiation expert who's spent decades helping leaders and brands become memorable.

This isn't an episode about posting more content. We talk about why chasing polish can kill good ideas and how originality can be a little messy.

You'll hear:
• How stories shape thought leadership more than opinions do
• Why being "clear" beats being clever every time

If your marketing feels busy but forgettable, this conversation will help you rethink how ideas take shape.

In shifting landscapes, you aren't looking for theory. You want honest stories, practical steps, and lessons earned in the real world. If you need to solve messy problems or make bold calls, this is where those stories get told.