In this episode, we sit down with Charl Bassil, Chief Brand Officer at the BBC, who shares his approach to brand stewardship and long-term growth. Charl emphasizes the importance of marketers adopting a 'farmer' mindset—cultivating assets for sustained value, rather than chasing quick wins like 'hunters.' He discusses the balance between risk and opportunity in marketing, and strategies for increasing organizational buy-in. A key highlight is his insight on building community through branding, ensuring people feel a sense of belonging. This discussion is a must-listen for anyone focused on nurturing authentic, enduring brands in highly competitive environments!
In this episode, we’re thrilled to sit down with Charl Bassil, the Chief Brand Officer of the BBC, a globally renowned public service broadcaster (yes, the BBC) committed to enriching people's lives through programs and services that inform, educate, and entertain.
In our conversation, Charl dives deep into the art of nurturing brands for the long term, emphasizing the responsibility of brand custodians to preserve and grow what has been created. He shares insights on how marketers can think like farmers, cultivating assets that provide value over time rather than hunters seeking short-term gains. We also explore the importance of balancing risks and opportunities in marketing plans and uncover the secrets to gaining more buy-in within an organization.
One of the key takeaways from this episode is Charl's perspective on how brands can make people feel like they belong, turning the "others" into part of a community. We also discuss the evolving role of CMOs, the significance of maintaining authenticity in brand messaging, and how to remain relevant in a rapidly changing media landscape. If you're interested in long-term brand growth and making a meaningful impact, then this episode is for you!
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/9B9DrYcWnaU
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🖊️Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Charl Bassil of the BBC in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Eric on LinkedIn and tweet him @efulwiler.
Find Charl on LinkedIn.
Say hi at media@wearerival.com, we’d love to hear from you.