Marketing to Customers Not Algorithms - Gee Ranasinha

04/22/25 • 58 min

The Hummingbird Effect with Wendy Coulter

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

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

Previous Episode

Creating a Cultural Shift: Insights from Christine Bartlett on Brand Strategy

Dive deep into the power of branding with Christine Bartlett, former Chief Marketing Officer at SonicWall and a visionary in the cybersecurity marketing space. Discover how small innovations in branding can substantially impact corporate culture, operational breakthroughs, and business valuation.
Christine shares insightful stories from her tenure at Cisco, focusing on the significance of company culture and the fascinating concept of the 'Hummingbird Effect.' Learn how a simple change, like a CEO donning jeans, can signal a transformative shift that fosters growth, innovation, and a positive work environment. Don't miss this inspiring discussion that highlights the intersection between culture, marketing, and strategic business growth.

00:00 Introduction to Brand Power

00:59 Meet Hanna Jernigan: Hummingbird's Marketing Strategist

01:43 Welcoming Christine Bartlett: Visionary in Cybersecurity Marketing

03:55 Christine's Journey: From Nonprofit to Cisco

06:50 The Impact of Cultural Integration in Acquisitions

09:55 The Hummingbird Effect: Small Changes, Big Results

13:43 The Role of Culture in Brand and Marketing

22:43 Valuations and the Importance of Culture in Acquisitions

26:41 The Importance of Employee Happiness

27:03 Leadership and Transparency

28:40 Leveraging Culture in Campaigns

29:11 Creativity in Cybersecurity Marketing

32:01 Diversity and Team Dynamics

33:15 Lessons from Cisco to SonicWall

38:33 The Role of AI in Modern Business

42:46 Reflecting on Leadership and Culture

46:40 Final Thoughts and Inspirational Leadership

Next Episode

Cutting Through the Sheet of Marketing Noise with Colin McIntosh

Join Wendy Coulter and marketing strategist Hanna Jernigan as they interview Colin McIntosh, founder and CEO of Sheets and Giggles. Discover how Colin has leveraged the Hummingbird Effect—small branding and marketing innovations leading to significant business successes.

Colin shares stories about giving back to the community during COVID-19, the importance of staying true to your brand archetype, and the value of being adaptable in your business strategies. Colin also offers insights on building a strong company culture, the impact of direct communication with customers, and practical branding advice for startups. Whether you're an entrepreneur or an established business leader, this episode is packed with actionable takeaways to help you unlock the hidden power of your brand.

00:00 Introduction to Brand Power

00:13 The Hummingbird Effect

01:08 Guest Introduction: Colin Macintosh

01:52 Fun Facts and Achievements

05:44 Personal Insights from Colin

07:45 The Hummingbird Effect in Action

09:35 Impact of COVID-19 on Business

11:42 The Good Morning America Breakthrough

15:49 The Ripple Effect of Giving Back

21:34 Team Dynamics and Culture Shift

24:52 Reinforcing Company Culture

25:51 Understanding Customer Preferences