Let's talk branding

What we talk about * The importance of brand health and what it means * How to do brand tracking using survey tools * The different metrics like awareness, category entry points, … * How to analyse brand tracking results * Common pitfalls Important links * Jenni’s latest book: Better brand health , a must-read! * Jenni on LinkedIn Learn brand strategy Activate your strategic brain and level up you...

We talk about * The different lifestages of a brand and what it should focus on (product, brand, demand gen, …) * Harvesting current demand vs generating future demand. * Full transcript available on Substack Important links * James his agency, Previously unavailable (Great work) * Future demand , the book we discuss * Watch the video interview here Learn brand strategy Activate your strategic bra...

In this episode, we talk about: * Ragged edge , one of my favorite branding agencies * The strategy and research work that goes into developing a unique brand * The ‘X’ rebrand * The rise of brand mascots * Distinctiveness vs Differentiation * Branding and the impact of AI on the space Learn brand strategy Activate your strategic brain and level up your creative business. Find courses on brand str...

In this episode I talk with Lee Rolston, chief growth officer at JKR about their recent study on brand assets with Ipsos.   “The first job of branding is to make sure your brand is recognized as uniquely and unmistakably you. Only then can brand awareness, image, consideration, preference, penetration, frequency and all conversion to purchase measures, flow. With only 15% of all brand assets teste...

Important links * Julian Cole’s course with LTB discount here * Julian on Twitter * This episode is sponsored by Creative business company . Find your free no-bs brand-building guides here . The AI summary I asked Notion AI to summarize our podcast transcript in 10 key lessons: * Use AI at the beginning and end of the strategy process, not in the middle. * AI can be used to gather research and pro...

Important links: * ‘Frank’ on Twitter , Instagram or LinkedIn * G’day Frank website The AI summary: Captivating Moments of Connection: Lessons from a Branding Pro * A brand is not just how it looks, but a captivating moment of connection between the consumer and the business. * Branding is an extension of that connection, finding clarity and how to captivate attention. * Authenticity is essential...

In this podcast, Jon discusses the five key elements of successful advertising: emotion, story arc, soundtrack, character, and fluency. He emphasizes the importance of entertaining and making people feel positive emotions, while also incorporating purpose and authenticity. Jon also touches on the influence of social media and the evolving advertising landscape Important links * Jon Evans on Twitte...

In this episode, we explore the power of the ‘creator mindset’ with creative director turned creator Alex Antolino. It’s a deep dive into the creator economy and what brands can learn from people like Mr. Beast. Looking for a summary? Scroll down and you’ll find the AI summary of the transcript. Find Alex on Instagram , LinkedIn or Youtube . The brand audit template As a brand strategist, I’ve oft...

Show notes: * Nick’s substack and the article on Purpose Nihilism * Nick on Twitter The brand audit template As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises. This is a public episode. If you would like to discuss this...

Show notes: * The article that sparked the conversation * Science Magic , where Max works * Max on LinkedIn and Twitter The brand audit template As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises. This is a public episode...

In this show, I chat with the amazing Tom Roach. A marketing strategist with loads of experience at some of the world's best advertising agencies. - The wrong and short of it article - Tom's blog (check out the other amazing articles too) - The original book by Binet & Field, the long and short of it - Tom's currently working at Jellyfish If you want to stay up to date, please subscribe on Substac...

In this episode, I chat with Twitter buddy RJ Youngling, he calls himself an ‘entrepreneurial scientist. We take a deep-dive into the world of maths, Ehrenberg-bass insitute, bro-science and a lot more. You can find RJ on twitter here and check out his paid stuff here . This episode is sponsored by Creative business company . Find your free no-bs brand-building guides here . If you want to stay tu...

In this episode, I chat with the legendary Byron Sharp. We discuss the under-highlighted topic of subscription markets vs repertoire markets. * What defines such a market? * What can we learn from them? * What are the implications for marketers? * What does it mean for small brands? * Do we see any other distinctions between brands that have implications for brand growth? We discuss small vs big -...

In this episode, I talk with Humor expert Paddy Gilmore. We talk about the power of humor for brands. Topics * What types of humor are there? * And what brands can leverage it? * How can you make sure you don’t end up on the dark side of humor? * And what is the science behind all of it? Explore the serious business of being funny with me in this latest episode. Important links * Paddy’s studio: S...

In this latest episode, I chat with Faisal for the second time. We discuss positioning and what the power is for challenger brands. It’s an interesting deep dive into brand marketing, performance marketing, and the role of positioning for brands on a budget. Important links * The whitepaper Faisal and his team created * Faisal on Twitter * Creative business company * Our first episode: Building a...

In this episode, I talk with the legendary Peter Weinberg, head of development at The B2B institute from LinkedIn. We talk about the common misperceptions in B2B marketing, how to build a B2B brand on a budget, and the differences/similarities between B2B and B2C marketing. It's a really great episode full of knowledge bombs so I'll bet you'll enjoy it!  Important links: The B2B institute Peter on...

In this episode, I talk with Ian Humphris, the founder of Nokamo consulting. Ian has a wide knowledge of marketing and branding. We get deep into the weeds of what 'brand-building' really means for the balance sheet. We also chat about what we can learn from industry legends like Byron Sharp, Rosser Reeves, Mark Ritson, and much more about segmentation, differentiation, and a lot more.  Ian on Twi...

In this episode, I talk with content marketing specialist Jake Sanders. We explore the area of content marketing and talk about some of the nuances of where content marketing really works and where it doesn't. Jake has a lovely perspective on marketing and he has a way with words that is quite unique. We also explore sonic branding and how it links up with content marketing.  Jake on Twitter Jake...

In this episode, I talk with John Lyons, currently Senior Loyalty Proposition Manager at a certain Danish toy manufacturer. We talk about the building blocks (pun intended) of loyalty and how to look at loyalty without going all 'love brand' on everyone. It's a very interesting deep dive into a highly contested area.  Mr. Hat on Twitter If you're interested in learning more about brand strategy re...

In this episode, I talk with Shann Biglione. Former Chief strategy officer at media agency Publicis. He recently started his own company called 'Kelp', they help you track 'corporate reputation'. We talk about the role of corporate reputation, brand-building, media, category entry points, and a lot more. Shann has a lot of depth when it comes to media but also a broad understanding of the broader...

Alan , the company I'm working for.  If you're interested in learning more about brand strategy research, check out my latest course here . Use PODCASTLTB and get a 20% discount.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

In this episode, I talk with Zoe Scaman, founder at Bodacious, a strategy studio. We have a deep and interesting conversation about the role of communities in building stronger brands. Zoe has a fresh and nuanced take on things like 'fandom' and the value they can create for brands.  Zoe on Twitter If you're interested in learning more about brand strategy research, check out my latest course here...

In this episode, I talk with Shireen Smith, author of 'Brand tuned, The new rules of branding, strategy and intellectual property'. Shireen is an IP lawyer that specializes in branding. She has been advocating for deeper relations between the fields of IP and branding and I subscribe to this idea. The role of distinctiveness is both legally and strategically essential in brand-building. We talk ab...

In this episode, we chat with Andy Nairn, author of 'Go luck yourself' and founder of Lucky Generals, an advertising agency. We talk about the huge role of 'luck' in branding, marketing, and business. Andy has found some great ways to leverage luck and challenge traditional thinking. I highly recommend reading the book.  Some links: The agency: Lucky Generals The book: Go luck yourself If you're i...

In this episode, I talk with Naeiri Zargarian, a strategy director at Interbrand. We take a deep dive into the 'Best global brands report for 2021' and what we can learn from it. We talk about some specific brands but also overall trends and the future.  Here's the report if you want to dive in Connect with Naeri on LinkedIn If you're interested in learning more about brand strategy research, chec...