Podcast

We build brands through campaigns, channels and messaging. But what if the most important brand work happens somewhere else? In this episode of Marketingdilemmaet, Lena Lambak argues that culture isn’t marketing’s job or HR’s - it’s leadership’s. You’ll also hear why culture has nothing to do with Christmas parties, and why hiring on competence alone means people leave the moment a better offer comes along. Tune in!

We can document leads, pipeline and conversions like never before. But how do you prove that a brand has grown stronger? In this episode of Marketingdilemmaet, Karina Jensen from Nordea and Mette Schønnemann discuss where measurement falls short - and whether the real challenge is measurement at all. They explore why brand needs a clear mandate and a place in the business plan from the start, rather than having to prove its value afterwards.

We test and measure more than ever to make better decisions. But what happens to the unconventional ideas that die along the way? In this episode of Marketingdilemmaet, Alexander Asmussen, Head of Creative Excellence at Ipsos Denmark, argues that the problem isn’t that we measure - it’s when we measure. You’ll also hear why a 44% difference in sales effectiveness matters, and why placing a logo in the corner does nothing to help people remember the sender.

Customers no longer research on their own. An AI assistant now sits between us and the customer, assessing and filtering before a human even sees us. In this episode of Marketingdilemmaet, we meet Per Østergaard Jacobsen and Torsten Ringberg from CBS. They are currently writing a book about the customer journey in the age of AI. In the episode, we discuss what this means for marketing: should we build for the machine, or is it still the human we need to persuade?