Jodi Krangle

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Woo Punch

Exposing Marketing Misconceptions: An interview with Austin Franke – Part 2

November 17, 2021 by Jodi Krangle

*Please be advised – there is some strong language at the end of this episode.*

“Since our brains are wired for community almost above everything else, social media can be a replacement for in-person community. And social media, if communities are built and authentic value is being brought to the table and all of that, then you can’t argue with that: it’s good. But what they’ve found is that even if someone is really positive on Facebook, it’s also psychologically harmful.”

Austin Franke

This episode’s the second half of my interview with behavioral strategist and Woo Punch founder Austin Franke, as we talk about advertising and marketing in the age of social media.

Brands and People

Our interview picks up with a discussion of availability bias, and how mental availability, the ease of recalling a particular brand in the right circumstance, can win out over persuasion. We discuss two competing approaches to marketing in the digital age and where Austin thinks the brand love approach goes wrong compared to data research: “where the misunderstanding comes from, I believe, is assuming that customers will ever view a brand like they do a person.”

Large Business Effects

We continue with a look at what the future might bring for Clubhouse and for other social media companies that are now trying to emulate its approach, and Austin explains how recent studies on “large business effects” have reaffirmed the value of traditional advertising even in the digital age. “My philosophy on social media is that it can help you if you’re a small business,” he explains, “but it’s really only effective as a complement to traditional media.”

Rare and Valuable Work

Austin talks about his social media philosophy, and the psychological harm that he believes trying to use it as a substitute for real-life communities has caused. We discuss toxic positivity and negativity, the addictive quality of social media, and Cal Newport’s books Deep Work and Digital Minimalism. “Rare and valuable work leads to success,” Austin says as he explains why he doesn’t rely on social media, “more than a bunch of superficial, hard, long hours of work.”

Debunking Popular Wisdom

We wrap things up with a look at Austin’s company Woo Punch and how it helps businesses better align their goals as well as build distinctive brand assets, and close with a review of some of the most and least effective ads of the Super Bowl. “I really love exposing the lies of the business industry,” Austin explains what motivates him as a writer and as a behavioral strategist, “with empirical data that debunks some of the most common popular wisdom.”

Episode Summary

  • Availability bias and brand love vs studying the data.
  • Social media and the value of mainstream advertising.
  • The dangers of social media and toxic positivity.
  • Woo Punch and the Super Bowl’s ad winners and losers.

Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy.

Do you need a voice talent for your next project? Visit my voice-over website to find out more about how my voice can help you with your audio brand.  You can also subscribe to the Audio Branding Podcast on YouTube to watch the show’s latest episodes.

Please leave the Audio Branding Podcast a written review or a spoken review so others can find the show on their favorite podcast player!

This interview episode was very skillfully made to sound beautiful by the talented Humberto Franco.

Connect with Austin

Website: https://www.woopunch.com/

Filed Under: Marketing Tagged With: advertising, Austin Franke, Behavioral Science, Brand Communication, Brand Strategist, brand strategy, Deep Work, Digital Minimalism, Large Business Effects, marketing, Toxic Positivity, Woo Punch

Exposing Marketing Misconceptions: An interview with Austin Franke – Part 1

November 10, 2021 by Jodi Krangle

“We are loyal and loyalty is very common in business, but it’s what he calls ‘polygamously loyal.’ And essentially what that means is exactly what it sounds like: we’re loyal to a handful of brands.”

Austin Franke

This week’s guest is the founder and behavioral strategist at Woo Punch, a brand communications consultancy. As a brand design and advertising consultant, he helps brands construct and establish memory structures in their customer’s brains over time. As a mission consultant, he leverages behavioral science to help business owners pursue the long-term good of their company, their employees, and their customers without sacrificing their personal lives. And as a writer, he exposes the lies of business gurus with empirical evidence that debunks their claims. He has a simple message: customers don’t really think about brands. Advertising’s primary purpose is to remind customers, consciously and unconsciously, that brands exist.

His name is Austin Franke, and we’ll be getting into the nitty-gritty when it comes to getting and, most importantly, holding a potential client’s attention. How does this work? And how can we make it work better without being sleazy? In this episode, we’ll find out!

Making Your Own Music

We start off the show with a look back at the sounds that influenced Austin as a child, from his piano lessons in kindergarten to his uncle’s career as a musician. He recalls how he discovered the beauty of songwriting and creating his own music while learning to play the guitar, and the impact that jazz had upon him: “When I listen to jazz it just literally transports to me another place, and I don’t know of any other genre that’s ever really done that for me.”

Seducing the Subconscious

Next, we talk about how the study of behavioral science changed the way he sees marketing, and how it challenges the conventional wisdom of trying to create brand loyalty. We discuss the book Seducing the Subconscious by Robert Heath and just how many decisions we make during the day happen on a purely subconscious level. “I’m very intrigued by the idea,” he explains, “that most of our decisions happen without us ever knowing that we’re making them.”

The “Mad Men” Myth

Austin tells us about how Professor Byron Sharp created the term “polygamous loyalty,” and showed that brand loyalty doesn’t really create growth so much as result from it. We talk about “the ‘Mad Men’ myth” and how Don Draper’s persuasive approach to advertising is a good example of how not to advertise in this day and age. As Austin explains it: “we know that the goal of advertising is essentially to remind customers you exist when they are ready to buy.”

Disruptive Geckos

The first half of our interview concludes as we talk about how difficult industry innovation can really be. We take a look at the insurance industry as a case study in marketing disruption, and how Geico’s famous gecko completely changed the rules when it came to insurance advertising. “Geico disrupted an entire industry,” he says, “and I think the insurance industry is the best example I can think of right now that really leverages audio assets.”

Next week we’ll continue with a look at how social media has changed advertising, the future of Clubhouse and online communities, and how Woo Punch is helping clients build distinctive brand assets.

Episode Summary

  • Music, songwriting, and the power of jazz.
  • Behavioral science and the truth about marketing.
  • A look at polygamous loyalty and debunking the Mad Men myth.
  • Understanding the real goal of advertising.
  • How the Geico Gecko transformed the insurance industry.

Connect with Austin:
Website: https://www.woopunch.com/
Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy.

Do you need a voice talent for your next project? Visit my voice-over website to find out more about how my voice can help you with your audio brand.  You can also subscribe to the Audio Branding Podcast on YouTube to watch the show’s latest episodes.

Please leave the Audio Branding Podcast a written review or a spoken review so others can find the show on their favorite podcast player!

This interview episode was very skillfully made to sound beautiful by the talented Humberto Franco.

Filed Under: Marketing Tagged With: advertising, Austin Franke, Behavioral Science, Brand Communication, Brand Strategist, brand strategy, Byron Sharpe, Mad Men Myth, marketing, Polygamously Loyal, Seducing the Subconscious, Woo Punch

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