The Wizard of Ads Interview – Roy H. Williams (Part 3)

10/30/23 • 30 min

In this third and final segment of our interview with the Wizard of Ads, Mark and Lorraine dive deeper on Roy H. Williams' thoughts on why positioning and his philosophies apply whether the marketing is B2C, B2B or D2C. Roy spends considerable time explaining:

why we are consumers regardless of where we're buying (work or home),
why the emotional environment of the prospect is so critical,
why gross rating points is a farce in selecting media,
why the portable people meter (PPM) is your better media planning gauge,
why positioning is critical to supercharging your brand-building efforts, and
why repetition of your message matters.

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

10/30/23 • 30 min

Brand Shorthand - The Wizard of Ads Interview – Roy H. Williams (Part 3)

Transcript

Mark Vandegrift:
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and today we share the final part of our interview with Roy Williams, the Wizard of Ads. If you didn't hear part one or two of the interview we published the past two weeks, we encourage you to listen to those first two episodes. Today, we'll pick up discussing why positioning works just as well for B2B as it does for B2C or D2C.
Roy, you made a comment in your book that because

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