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b"This week\\xa0Ian Truscott\\xa0and regular guest\\xa0Jeff Clark, former Research Director at SiriusDecisions/Forrester and sought after marketing strategy advisor, return to the first F'in' Marketing fundamental, branding. Taking inspiration from one of Jeff's favorite books Eating the Big Fish by Adam Morgan they dive into being a challenger brand and the eight credos described in the book.\\nIn a change to the normal format, as Ian's guest couldn't make it, he shares three marketing thoughts from his week, inspired by:\\n\\nAn episode of Douglass Burdett's Marketing Book Podcast when he spoke to Nicholas Webb about his book - What Customers Hate\\n\\n\\nA webinar with Mark Ritson in which he talks about doing the swivel, taking a 180-degree turn to look from a customer's perspective\\n\\nA chat fellow Marketing Podcast Network member Nick Westergaard had with former American speed skater Apolo Anton Ohno on his On Brand podcast\\n\\n\\n\\nIan then winds down the week with his content marketing guru,\\xa0Robert Rose, the Chief Trouble Maker at\\xa0The Content Advisory. Over a cocktail, Robert talks about balancing getting tactical things done and finding time to do strategic planning.\\n\\nEnjoy!\\xa0\\n\\xa0\\nThe people:\\n\\nIan Truscott on\\xa0LinkedIn\\xa0and\\xa0Twitter\\xa0\\n\\nJeff Clark on\\xa0LinkedIn\\xa0and\\xa0Twitter\\n\\n\\nRobert Rose on\\xa0Twitter\\xa0and\\xa0LinkedIn\\n\\n\\n\\xa0\\nThe mentions:\\n\\nRockstar CMO Advisors\\n\\nDouglass Burdett's Marketing Book Podcast\\n\\n\\nMark Ritson Webinar (registration required)\\n\\nNick Westergaard chats to Apolo Anton Ohno on his On Brand podcast.\\n\\nRobert's\\xa0The Content Advisory Blog\\n\\n\\nRobert's podcast with Joe Pulizzi -\\xa0This Old Marketing\\xa0\\n\\nRobert's new series on YouTube with the Content Marketing Institute\\n\\n\\n\\xa0\\nThe music:\\n\\n\\nPiano Music is by Johnny Easton, shared under a creative commons license\\n\\nStienski & Mass Media - We'll be right back\\xa0on YouTube\\n\\n\\nSledgehammer - Peter Gabriel -\\xa0on Spotify\\n\\n\\n\\xa0\\nPrevious episodes, show notes and transcripts are on\\xa0Rockstar CMO FM and the podcast is available on all your favorite platforms, including\\xa0Apple\\xa0and\\xa0Spotify.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"