Roger Nairn from JAR Podcast Solutions joins James Cridland to discuss the company's strategic rebrand from JAR Audio and their new systematic approach to branded podcasting. Nairn explains their JAR system (Job, Audience, Result) - a framework that treats podcasts as business solutions rather than marketing experiments.
The conversation explores how brands are increasingly demanding measurable ROI from their podcast investments, moving beyond vanity metrics to track brand lift, consideration, and conversion through custom analytics stacks and partnerships with research firms like Signal Hill Insights. Nairn shares insights from campaigns including American Express's "Build it Braver" podcast, demonstrating how podcasts can drive specific business outcomes like increased purchase consideration.
They also tackle the challenge of CEO-driven podcast initiatives, discussing when founder-hosted shows work versus when they become expensive indulgences, and why successful branded podcasts prioritise audience value over self-promotion.
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