Let's talk branding

In this episode, I talk about differentiation. In branding, it seems like differentiation is the holy grail, if they zig, you zag. I want to offer a different perspective.  Talking points: differentiation the halo effect (book) how brands grow (book) building distinctive brand assets (book) category entry points whopper ad This is a public episode. If you would like to discuss this with other subs...

Hardhat , Dan's creative agency Bad decisions : a must-listen to podcast about Heuristics Books: Thinking fast and slow by Daniel Kahneman Nudge by Richard H. Thaler 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 newslet...

Show notes: The Golden circle by Simon Sinek https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-beliefs https://twitter.com/thetenzer/status/1222933004558966784 saffron-consultants.com/insights/predictions-for-2020/ https://www.forbes.com/sites/johnkoetsier/2019/11/30/record-black-friday-sales-14-growth-to-72b-in-digital-revenue/#187b30de6aff If you liked this episode, I wo...

We talk about: Cole's copywriting shop: Honey Copy Ernest Hemingway as an inspiration Ogilvy ad with oysters Volkswagen ad How to write solid headlines How important copy is for brands How to find the right tone of voice 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: Imagination , the agency where Katie works Experiential vs Experience Messaging and experience How to collaborate with different creatives Researching and gaining insights Building experiences for car shows Future of retail: Everlane The roller coaster eperience by Google at CES Measuring the impact of an experience Thank you so much for listening. If you liked this episode, I would...

In this solo episode, I walk you through some of the biggest mistakes I've made or see other people make in brand strategy. How can we spot them, avoid them and create a better, more actionable brand strategy? Have fun!  Here they are:  Fluff : the words in the strategy are so 'floaty' that it's hard to see what you mean. Usually a lot of 'human-centered', authentic storytelling. A lot of 'purpose...

We talk about:  Jenni Romaniuk's book: Building distinctive brand assets Julius his work for Norwegian airlines: article the Drum Julius his website How to research brand assets Doing online surveys to measure 'fame' of a brand asset Sonic branding as an important upcoming asset The danger of changing a logo Thank you so much for listening. If you liked this episode, I would really appreciate a ra...

We talk about: Dave Trott on Predatory thinking Book: Al Ries & Jack Trout: Positioning, a battle for the mind Book: Brainsurfing Using projective techniques to interview customers Happiness , the agency where Els is strategy director. Thank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly ep...

We talk about : The four levels of learning: Read - Process - Play - Do Book list here Podcast list here Podcast about restaurants: Fast forward by QSR How education plays a roll in learning brand strategy Article about branding vs marketing Going beyond your bubble of knowledge How a brand strategy is similar to actually learning about it Thank you so much for listening. If you liked this episode...

We talk about: Tom's agency: GSD&M The Chicken wars Emotional support chicken Experiential advertising How to inspire fun ideas Brands should entertain First & only advertising How to keep your client on board Thank you so much for listening. 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. I...

Topics discussed: Last weeks episode with JP Hanson Positioning as an internal alignment tool The hierarchy levels of strategy in the Rouser manifesto Marketing effectiveness Our agency: Ollie The different levels of impact of brand strategy The difference between business and brand strategy How you should not alter the business based on brand strategy How we tend to look at companies success from...

JP Hanson is the chief executive for international consultancy Rouser , a globally recognized authority on business and marketing strategy, columnist for MarketingWeek and a popular headline speaker. He has delivered keynotes at events all over the world, from Reykjavik to Mumbai and London to Dubai, always with an entertainingly no-nonsense approach. Both a marketer and a lawyer, he is known for...

Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recogniz...

Topics discussed:  Competitor analysis Three main things to look at when listing competitors: Business, Positioning and Distinctiveness.  Mapping your competitors: article on Holabrief Interbrand Best Global brand report Byron Sharp's how brands grow Building distinctive assets Thank you so much for listening. If you liked this episode, I would really apreciate a rating on Itunes. Make sure to sub...

We talk about: The shift from Gin Lane to Pattern Brands How Hims , a great identity project by Gin Lane, created a certain 'style' Purposeful brands and some of the nonsense around 'why'.  A funny comic showing the problem with going to high up the brand ladder The four pillars for building your own company: Process, business, consumer, brand. Thank you so much for listening. If you liked this ep...

Here's what we talked about: The concept bureau How writing about brand strategy can help you attract the right clients Jasmine talks about ' Hims ' Four Sigmatic , another brand we discussed It's not about being better, it's about being different (read the article ) The emergent story arc framework Looking at history to decide on the future of a brand A brand is an opinion Thank you so much for l...

In this solo episode, I talk about brand performance. Why is it important to measure the brand performance, what do we need to measure and how? I talk about some specific tools and techniques we can use. We also look at the key performance indicators for a brand (KPI's). It's a fun ride so I hope you enjoy!  Here are some important conversation points: Measuring the impact you have on an organisat...

In this episode, I talk with Grant Owens, Chief Strategy Officer at Critical Mass, a digital experience design agency. We talk about the future of branding, beyond brand purpose, beyond labels, even beyond brands themselves. We talk about: Brand purpose Customer insights Digital experiences Brand strategy The future of branding How marketeers think to much in labels I would really apreciate a rati...

In this episode, I talk with a former client and entrepreneur Peter Van Praet. Peter founded ' Bavet ', a successful fast-casual chain in Belgium (10 restaurants and counting). We talk about the importance of branding, how to build a brand and how creative agencies could win more clients. The importance of people: how to attract employer and keep them excited Inhouse VS outhouse creative How agenc...

We talk about: Doing the same thing as other designers, but from very different perspectives. Being a bridge between what the company is and something like a creative team. Balance the creative and the business sides. What is branding for Koen, and what is marketing? How can you work better with marketing departments? What are good options from a client’s perspective? Important changes in the indu...

We talk about: Loyalty: how important is it as a brand strategist? The true way to build loyalty and, more importantly, your income. If you want to re-brand, you need to do it for the right reasons. Distinctiveness versus uniqueness. What is more important than adding meaning to a brand? What is your brand’s purpose? Is being small okay? Important Quotes: “Loyalty is not the holy grail of branding...

We talk about: Byron’s book: How Brands Grow If it’s not about positioning, then what should you be doing as a strategist? How can you build a loyal customer base? Small brands VS. big brands. How do you push through and become a brand people recognize? How do you become distinctive? What are the reasons for a re-brand? How do you know what distinctive assets you have? Important Quotes: “The real...

We talk about: How will AI influence jobs, and how can you make sure you’re needed in this changing industry. How the generators will improve over time, and how that relates to you as a brand designer. The argument of creativity against logo design. What kind of tone or vibe do you want to convey with a logo? Craftsmanship as it relates to brand design. We are losing our jobs more to globalization...

We talk about: Jonathan’s beef with hourly rates. Clients don’t want your time, they want your results. Time is the wrong thing to focus on. What should you focus on instead? Transitioning your business away from the hourly model and to the value pricing model. The big transition: switching your mindset in the sales interview. You want some urgency from prospects. Why do they want it now? You need...

Bio: International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2.  Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised ma...