#EP161 - The Scale Up Season: What is Brand? With Arafa Heneghan - AO

Marketing Freaks

Welcome back to episode 161 of the Marketing Freaks Podcast and the 4th episode in the Scale Up Season.
In this episode, Jon is joined by Arafa Heneghan, Director of Brand at AO to discuss the impact of brand investment and strategy in AO's growth. From creating a unified customer experience across all touchpoints to finding the perfect balance between brand building and performance marketing, Arafa shares insights into the tactics that senior marketers need to stay ahead.
Discover how AO stays relevant with even the most functional products and learn why simplicity in messaging and internal brand alignment are critical for scaling success. If you're a senior marketer looking for actionable strategies to elevate your brand, this is a must-listen!
Key Takeaways:

• Gain insight into how AO uses a unified brand strategy across every customer touchpoint to build a consistent and memorable experience.
• Understand the distinction between brand building and performance marketing and how both are essential for driving long-term business success.
• Learn how to leverage simple, clear messaging to communicate the value of functional products without overwhelming customers with technical details.
• Discover how to measure success.
• Understand how to put the customers needs first to make even functional products seem more appealing.
• The value in understanding the "so what"?