In this episode, Wendy Coulter, a branding expert, is joined by Hanna Jernigan and special guest Gee Ranasinha, CEO of Kexino. They delve into the essential components of successful marketing, emphasizing the importance of building emotional connections with customers.
Gee Ranasinha shares insights on leveraging the 'hummingbird effect'—where small marketing innovations lead to unexpected business advancements. The conversation explores the limitations of data-driven, purely rational marketing, advocating for a return to creativity and human-centric branding strategies. Gee Ranasinha also highlights the necessity of understanding and speaking the language of finance to gain C-suite buy-in for marketing initiatives. The discussion concludes with practical advice on how marketers can effectively communicate the value of their efforts to finance-oriented executives, using relatable language and focusing on tangible business outcomes.

00:00 Introduction and the Power of Branding

01:24 Meet the Guest: Gee Ranasinha, CEO of Kexino

05:31 The Neuroscience of Marketing

09:13 Emotional Buying Decisions

15:27 Challenges in Modern Marketing

24:10 Contrary Thinking in Marketing

30:15 The Power of Targeted Campaigns

31:27 The Importance of Creative Execution

31:59 Choosing the Right Channel for Your Audience

33:11 The Behavioral Advantage of Direct Mail

34:50 Costly Signaling in Marketing

40:35 Bridging the Communication Gap with the C-Suite

50:56 The Emotional Side of Marketing

53:48 Final Thoughts and Key Takeaways