PODCAST 1/6: An Introduction to the Extraordinary Brand Framework

Summary

Is your brand flying blind? Why most marketing still fails – and what to do about it.

According to a recent Google WARC report, only 40% of senior marketing decision-makers believe their organisation has a clear effectiveness goal – and just 20% agree on how to measure it. In other words, most brands are operating without a compass.

In this session, Chris speaks with Steve about the Extraordinary Brand Framework™ – a diagnostic toolkit built on 12 pillars of brand performance, organised across four strategic dimensions, designed to show brands exactly where they stand.

They cover:

• Why most brands are “flying blind” when it comes to effectiveness
• The growing problem of information overload and content fatigue (4–10,000 brand messages per person per day)
• How emotional advertising has declined 44% over 14 years – and what it’s costing brands.
• The 12th pillar: Brand Exospection® – and why it changes everything.
• The commercial case: strong brands achieve triple the sales volume and a 13% price premium.

How the framework works in practice – and who it’s for.Whether you’re a startup finding your footing or an established organisation that thinks everything’s running smoothly, this framework will surface gaps, strengths, and sometimes surprising truths about your brand.