This is the unofficial podcast for CBC's Age of Persuasion. I have simply used the mp3 files available on the official CBC site to create a feed you can subscribe to in iTunes or any other podcast application.
All the things that capture your eye- and you imagination- in the world around you have one thing in common: they’re all brands. In the Age of Persuasion season finale, Terry O’Reilly examines six remarkable brands- and not just ‘brands’ in the consumer sense. Among them: a media icon, an athlete, a rock & roll band, a toy, a city, and a 500-kilogram land mammal. He’ll explain the brand strength behind each, and explore what makes them remarkable. By studying them, Terry explains how this can deepen our understanding of how, and why, people prioritize some things over others.
Times ‘wuz that the goal of any marketer was to sell “big” brands to the widest possible audience. This week, Terry O’Reilly explains how the days of “one size fits all” brands are vanishing; replaced by specifically targeted “niche” brands. He’ll trace this trend to the growth of “specialty” media; Gay/Lesbian/Bi radio stations, for instance, provide a platform for a new generation of “niche” marketers. He’ll also show how many of the mighty mainstream brands- such as the Model T- even the iPod- began as “niche” products.
When money runs short- more and more people are turning to advertising to pay the bills. Charities, artists, athletes, even governments and school boards are turning to “corporate partners” – offering advertising exposure in exchange for much-needed money. This week Terry O’Reilly explains how Advertisers became the “sugar daddies” of the 21st Century- and traces “sponsorship” back through the centuries.