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Buyers don’t experience brands as funnels. They encounter them mid-scroll, mid-conversation, mid-doubt, mid-purchase, to name a few examples. So why does marketing still plan as if people move predictably from awareness to purchase?
This episode's guest Jelena Veselinovic joins host Jack Ferguson to rally against this phenomenon while drawing on 25+ years of marketing experience, including 18 years at Coca-Cola and 3.5 years as Head of Brand Marketing at Miro.
Now operating as a fractional Head of Brand, she blends classical marketing science with a philosophical background to challenge the deterministic assumptions still embedded in boardrooms. If the world behaves probabilistically, effective marketing must evolve accordingly.
We cover:
- How Honey’s overnight collapse is the best case study on brand promise risk
- Why Costco removes marketing traps and caps margins
- How Coca-Cola institutionalised product as their brand core
- How Newtonian cause-and-effect thinking misreads buyer behaviour
- Why marketing is better understood as shaping conditions rather than controlling behaviour
- How brands lost narrative authority to reviews, creators, and AI
- Why deterministic marketing is both disrespectful and ineffective
- How to build brands that thrive upon contact with reality
Helpful Links:
- Determinism
- Quantum Mechanics
- The Quantum State of Branding Article
- Exposing the Honey Influencer Scam Video
Where to find Jack:
- LinkedIn
- Website
Where to find Jelena:
- Rewire Your Mind Substack
- LinkedIn
Where to find The Push:
- LinkedIn
- YouTube
- Instagram
- TikTok
- Website
