UnicornyHow to create valueThese episodes explore B2B thought leadership as a strategic posture rather than a content format. What it takes to build trust when your buyers are sceptical, time-poor, and drowning in vendor material. The signals that made customers trust two banks — and the ones that made them run from two others. The case against corporate writing that says nothing in six hundred words. Practical lessons on building influence as a marketer, creating content that actually serves the reader, and why the marketers who own communication assets are the ones who end up owning the room.
In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication.…
In the second conversation with Daniel Priestley , Dom and Daniel go deeper into the idea of building lasting business value through assets — not just revenue. Daniel draws on his book 24 Assets to map out the six categories of assets that separate scalable…
Dom sits down with Daniel Priestley , entrepreneur and author of Key Person of Influence , for the first of two conversations. This episode explores what it means to build a powerful personal brand in the digital age — and why the rules have fundamentally…
This is a show about culture and society, crisis and social media. Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and…
Episode description: This week on Unicorny, Dom is joined by co-host Sophy Norris, Group Client Development Director at Selbey Anderson to interview Nicky Davies. Nicky is Director of Marketing Programs and Operations for Protolabs - manufacturer source of…
Episode description: This week on the podcast, Dom is joined by co-host Sarah Nunneley, and guest Duarte Garrido - Standard Chartered Bank’s global head of social media - to explore how social media drives relationships. In their conversation, they discuss…
In this episode, Peter Richards talks with openness about the challenges of a thought-leadership strategy, how to change direction "mid flight", how B2B businesses can use paid search and so much more. We touch on audience mapping, design engineering,…
Charlotte Lander of Standard Chartered found that conversations about SVB's capital request started on social media two days before traditional media picked them up, and kept rising over the weekend when press coverage dropped. Neutral, factual posts spread as fast as negative ones. Depositors could withdraw from their phones, so trust was lost at speed, and the bank missed chances to counter the narrative because it was not listening early. Hear the full discussion in episode 28
Start with problem statements: the worst things that could be said about your brand, then work backwards. The framework should cover identification, evaluation, response decisions and ongoing monitoring, with assessment criteria such as source credibility and conversation velocity. Define severity levels and escalation paths so the right stakeholders, from comms to legal, finance and the CEO, are involved at each level. Hear the full discussion in episode 28
Charlotte uses Deloitte's four drivers of trust and links each to social metrics. Humanity drives loyalty, measured through follower growth; transparency drives advocacy, measured through employee advocacy; capability drives satisfaction, measured through reach and engagement; and reliability drives conversion, measured through leads and click-throughs. Likes and follows act as micro-conversions to trust that can be tied to business outcomes. Hear the full discussion in episode 28