Let's talk branding

In this episode, I talk about the overlap and interaction between branding and communications (aka 'Commz'). I take a look at how these two fields relate and interact with each other, and how they help build more effective brands. Topics: Communication = sender --- signal ----- receiver --- feedback The 2 layers of branding: instant signaling and long-term recognition  The medium is the message Hy...

In this episode, I talk with Ethan Decker. Founder at Applied brand science and expert in consumer psychology, branding, and marketing. We debunk some serious branding bs and talk about creative leaps from the laws of marketing. Ethan also drops some really handy tricks and tips on how to do marketing science on a budget. We talk about: Debunking branding myths such as brand loyalty Sidestepping t...

In this episode, I address the future of brand strategy. What trends are emerging and where are we headed in this complex field? What is the role of a brand strategist and how will it evolve? Find out in this jam-packed solo episode!  Show notes: Here are the 10 discussion points Designers becoming strategists Strategy commoditization Emergent vs Top-down approach Marketing science influence Digit...

In this compilation episode, I walk you through some of the most valuable lessons I've learned from the last podcast season.  I connect the different lessons from brand builders such as Byron Sharp, Jenni Romaniuk, JP Castlin, and many more. Here's a list with all the episodes featured: Byron Sharp Jenni Romaniuk Phil Barden Mark Pollard Claire Stricket Darren Coleman Wiemer Snijders Ryan Walman R...

In this solo episode, I walk you through some of the most 'epic fails' in branding. Mistakes I made or I see other people in the industry make. How not to execute a branding project and how to avoid those mistakes. Here are the mistakes: Not getting the category cues Generic branding Ignoring the fame of brand assets Trendy branding The one sock approach The one sock approach Here are some links:...

In this episode, we talk with writer and strategist Richie Meldrum, based in Melbourne. Richie takes us through his brand strategy process and specifically the brand workshop. Richie's thinking on brand strategy makes it very actionable and tangible. Richie's website: http://www.richiemeldrum.com/home/ The strategy workshop. Where it fits in the process. Richie's blog post on workshops: http://www...

In this episode, I give a 'crash course' on brand naming. How important is the brand name for a brand? How do we decide whether we need a new name? And how do actually craft a new brand name? Let's find out!  We talk about The must-haves for a brand name: Easy to pronounce (multiple languages?) Easy to remember (2 syllables, or simple) Distinctive from competitors Creates the right 'feeling' Can b...

In this episode, I talk with Jo McKinney, CEO of Burns group, a leading brand transformation, and advertising company. We talk about the value of strategy for startups and how 'startup-mentality' can help big brands grow. Show notes: https://www.burnsgroupnyc.com/ The value of strategy for startups What startups value brand strategy Brandinformers by Burns Group: https://www.burnsgroupnyc.com/covi...

In this episode, we talk about a 'hairy' subject: "selling brand strategy". We take a look at some of the most important aspects of strategic selling: mindset, conversations, pricing, positioning, ... 2 bobs podcast Pricing creativity, a guide beyond the billable hour It starts with your positioining Slowly transition into selling strategy Base your margin on: risk, resources, urgency, input of ti...

In this episode, I talk with Rory Sutherland, vice chairman at Ogilvy. Rory is an expert in behavioural economics. We talk about the surprising power of ideas that don't make sense and how to build better brands. We talk about: Ogilvy Read this book: Alchemy, the surprising power of ideas that don't make sense. Behavioural economics Economic science Costly signaling theory Rory on Twitter Booktip:...

In this episode, we zoom in and out. How can we understand 'the bigger picture' and use it for the micro-level? How macro does a brand strategy need to be? How can we research both layers? How can we find relevant insights? Let's find out! We talk about: https://www.cbinsights.com/ https://www.warc.com/Welcome https://www.euromonitor.com/ Pollfish, Surveymonkey and Typeform For more reading on sta...

We talk about: Mark's upcoming book: Strategy is your words The amazing strategy community ' Sweatheads ' The four point framework "Strategy is an informed opinion about how to win" Mark's strategy summer camp: check out the amazing course here If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep....

We talk about: Wiemer's book: Eat your greens or read the review here Byron Sharp's book: How brands grow Survey design The Juster scale The art of statistics by David Spiegelhalter Looking for similarities in stead of differences Philip Kotler, the godfather of segmentation The link with politics  If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to t...

We talk about: Stink Studios Using strategy Spotify year in review Digitial creativity If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief , The go-to platform  for cre...

We talk about: Gasp! The marketing agency The JWT planning guide by Stephen King Giles podcast, Call to action Generalist vs specialist debate The role of marketing Media neutrality in marketing How research can inspire tactics Rory Sutherland Bill Bernbach Bob Hoffman, the ad contrarian Go check out Isolated talks , it's full of amazing talks on branding and marketing Here's my talk If you liked...

We talk about: Startups vs Small business The lean startup MVP: Minimum Viable Product Balancing the branding and the marketing spend Dividing the organisations in the risk-maturity quadrant Check out the blog post here If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper,...

We talk about: Ryans twitter Ryans book: Delusions of brandeur How brands grow by Byron Sharp Mark Ritson from marketingweek Dave Trott's blog How to write better copy by Steve Harrison Ogilvy on advertising George Tannenbaum's blog If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want...

We talk about: Article by Faris on Strategy: turning uncertainty into risk The 9 virtues: read the article here. Be curious Be patient Listen Be pragmatic Excite people Write often Learn to present Accept ambiguity If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juici...

We talk about: Tom's business: Design cuts Tom's personal brand: Instagram Marketing for designers Building a community Tom's Podcast with Michael Janda: Biz Buds If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter...

We talk about: You can find the full blog post with definitions here. The value of brand strategy Mark Pollard's definiton: strategy is an informed opinion about how to win My definition of brand strategy:  Brand strategy is a platform that bridges business strategy with branding & marketing. A couple of important aspects here If you liked this episode, I would really appreciate a rating on Itunes...

Talking points:  Adam & Eve ddb  Customer research, quantitative and qualitative The relation between branding & advertising. Differentiation vs disintinctiveness The concept of saliency The little red book: How brands grow Claire's upcoming book: Which Wine When If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episode...

We talk about: The Youtube video  Audience vs Customer vs Consumer Segmentation pyramid by WARC How to define target market vs customer target What is a perceptual target? If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the n...

We talk about: Heuristics Thinking fast & slow by Danial Kahneman: book Phil's book: Decoded, the science behind why we buy The role of neuroscience in buying decisions The power of branding If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also...

Here's the definition:  Branding is the deliberate, continuous process of developing observable, distinctive, assets associated with a product or service. A mouthful, let's break that down: Deliberate : You might 'have' a brand whether you like it or not, but the act of 'branding' is intentional. It's a conscious effort to create a brand. Continuous : Branding is not a one-time effort. It's a cons...

We talk about: Darren's book: Building brand experiences Darren's company: Wavelength Understanding brand stakeholders Creating the brand experience environment How consumer buy with emotion If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also...