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Discover what it takes to be a leader in brand for a large B2B tech company. Show notes * Gwen on LinkedIn https://www.linkedin.com/in/gwen-lafage/ * This episode is sponsored by CREATIVE BUSINESS COMPANY. Find your free no-bs brand-building guides here https://creativebusinesscompany.com/stef. Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Show notes * The multiplayer brand slidedeck https://www.canva.com/design/DAFtlcPhxvw/2GG18MGJnEuXmcYCSsj4Pg/view * Zoe on LinkedIn https://www.linkedin.com/in/zoescaman/ * This episode is sponsored by CREATIVE BUSINESS COMPANY. Find your free no-bs brand-building guides here https://creativebusinesscompany.com/stef. Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Show notes: * Article https://www.google.com/search?q=brand+difference+dom+boyd&oq=brand+difference+dom+boyd&gs_lcrp=EgZjaHJvbWUyBggAEEUYOTIKCAEQABiABBiiBDIKCAIQABiABBiiBNIBCDY0MTZqMGo3qAIAsAIA&sourceid=chrome&ie=UTF-8 on Brand difference and pricing power * Dom Boyd on LinkedIn https://www.linkedin.com/in/dom-boyd-27068b15/ * BrandZ https://www.kantar.com/campaigns/brandz/global index * This episode is sponsored by CREATIVE BUSINESS COMPANY. Find your free no-bs brand-building guides here https://creativebusinesscompany.com/stef. Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
How brands can create an unfair creative advantage. Show notes * Discover the full paper here https://www.entertainordie.com/. * Dan Salkey on LinkedIn https://www.linkedin.com/in/dan-salkey/. * This episode is sponsored by CREATIVE BUSINESS COMPANY. Find your free no-bs brand-building guides here https://creativebusinesscompany.com/stef. Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Show notes * Professor Pauwels on LinkedIn https://www.linkedin.com/in/prof-dr-koen-pauwels-0789713/ * This episode is sponsored by CREATIVE BUSINESS COMPANY. Find you free no-bs brand-building guides here https://creativebusinesscompany.com/stef Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Show notes * Bart on LinkedIn https://www.linkedin.com/in/netlash/ * Bart’s new venture: I know a guy https://www.ikag.be/ KEY TAKEAWAYS * Understanding client problems and formulating them better than the clients themselves is crucial in agency-client relationships. * The balance between digital and branding is essential in marketing strategies, with a shift towards investing in branding for long-term effectiveness. * New platforms like TikTok and AR are on the rise and should be explored for marketing opportunities. * Investing in the fundamentals of marketing while experimenting with new platforms is a key approach to future-proofing marketing strategies. Learn more about brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Show notes * Discover the full trends report here https://hellodefiant.com/trends2024 * Rachael Higgins on LinkedIn https://www.linkedin.com/in/rachael-higgins-becauseofmarketing-cupsly/ * Will Posket on LinkedIn https://www.linkedin.com/in/will-poskett-62942716/ Summary * 🚀 Back to the Pod: Host Stef kicks off the year chatting with Will Posket & Rachael Higgins about 2024's hot branding and marketing trends. Time to dive in and learn! * 🤖 AI & Truth-Seeking: Will and Rachael talk about AI's rise and its impact on branding. Brands need to be authentic and truthful in an "era of cheap fakes." Think Dove's 'Cost of Beauty' campaign – realness is key! * 🤪 Embrace the Absurd: Get creative and stand out! Brands should dare to be different, like Liquid Death's wacky marketing. It's all about being bold and breaking the mold. * 😂 Playfulness is Power: In a serious world, brands that bring joy stand out. Like Specsavers with their funny ads – it's about making people smile and escape the gloom. * 💡 Future Gazing: Will and Rachael predict more personal brand growth, physical experiences blending with digital, and businesses exploring unique, authentic marketing paths. Learn more about brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Summary * 🤖 AI in Mascot Creation: Making it easier and more accessible, especially for smaller brands. * 💡 Before AI: Creating a mascot was a big deal – think illustrators, 3D artists, studios. Now, AI tools like Midjourney and Dali are game-changers. * 🎨 AI's Impact: Brands can now craft imaginative characters consistently and bring them to life in various contexts. * 🚀 Haris’s Story: How he crafted the purple, chef-hat-wearing monster, Calvin Cooks, and made his content more memorable. * 🛠️ DIY Mascot Magic: Using Bing AI Image Generator for consistency across marketing touchpoints. * 🌟 The Power of a Mascot: Standing out in B2B marketing, attracting attention, and enhancing brand recall. * 🔮 The Future: The growing role of AI in branding and marketing, plus tips for those interested in creating their own mascots. Subscribe to the YouTube channel here https://youtube.com/@Letstalkbranding?si=0gLZ5xxahHY1QtNT to get notified when the tutorial is live. Important links * Discover Haris Spahic (and Calvin Cooks) on LinkedIn https://www.linkedin.com/in/haris-spahic/ Learn more about brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Summary * 📈 David Taylor discusses distinctive brand assets: their importance in branding and the gap between understanding their value and effectively managing them. * 🌎 Taylor's experience: Over 22 years with The Brand Gym, helping brands from banking to biscuits grow, and running the Brand Gym Academy for training. * 📊 Research insights: Despite unanimous agreement on the importance of brand assets, only 15% are truly distinctive, revealing an 'implementation gap.' * 🛠️ Challenges in brand asset management: Subjectivity in decisions, an obsession with novelty, and difficulties in amplifying assets across channels. * 🚀 Strategies for success: Importance of cross-agency collaboration, brand archaeology, and leveraging underutilized assets like sonic branding and mascots for brand growth. Important links * The paper https://thebrandgym.com/distinctive-brand-assets-harnessing-their-full-potential-part-2/ we discussed * David https://www.linkedin.com/in/david-taylor-brand-led-growth/ on LinkedIn Learn more about brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Summary Here's a summary of the key points from the podcast: * THE EVOLUTION AND CHALLENGES IN BRANDING: The podcast features Jacob Cass, the founder of Just Creative, discussing current trends and challenges in the branding industry, including the impact of AI, the rise of accessible design tools like Canva, and the changing landscape of pricing strategies. * THE STATE OF BRAND REPORT: Cass released a comprehensive report titled "The State of Brand," based on interviews with 267 branding professionals worldwide. The report highlights key areas like pricing strategies, client acquisition, AI's future in branding, and professional development in branding. * AI'S INCREASING INFLUENCE: There's a significant focus on the role of AI in branding, with both excitement and apprehension about its potential to make branding work easier while also posing a threat to traditional methods. Cass shares his own experiences with AI tools like ChatGPT and Adobe Firefly, emphasizing the importance of adapting to these technologies. * PERSONAL BRANDING AND ONLINE PRESENCE: Cass stresses the importance of having an online presence for brand designers, viewing it as an enabler of creative freedom. He discusses how his online platform serves various purposes, including as a resource hub, a community for creatives, and a marketing tool for his services. * FUTURE OF BRANDING: Looking towards the future, there's a discussion about the branding industry's direction, focusing on authenticity, personalization, and purpose-driven branding. The conversation also touches on the necessity for branders to evolve with changing technologies and market demands. Important links * The report https://justcreative.com/state-of-brand-report/ * Jacob on LinkedIn https://www.linkedin.com/in/jacobcass/ Learn brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Here's a summary of the podcast transcript: * CHRIS WALKER'S BACKGROUND AND JOURNEY: Chris Walker, CEO of Refine Labs, shared his journey from an engineering role at BEA Inc. to product management, and eventually starting his own company. He emphasized his diverse experience in B2B companies across roles like product management, engineering, and marketing, which laid the foundation for his business success. * REFINE LABS' IMPACT ON B2B MARKETING: Under Chris's leadership, Refine Labs has significantly influenced how B2B companies approach demand generation and revenue operations. He discussed the company's innovative strategies in media, distribution, content, and analytics, which have been pivotal in his journey. * DEMAND CREATION VS. DEMAND CAPTURE: Chris highlighted the difference between demand creation and demand capture, arguing that many B2B companies overly focus on demand capture through direct sales methods. He stressed the importance of understanding customers and engaging them through valuable content and interactions, rather than aggressive sales tactics. * BRAND BUILDING AND CONTENT STRATEGY: He discussed the distinction between brand awareness and demand creation, emphasizing the importance of creating content that resonates with the target audience. Chris also stressed the need for a shift from traditional brand building to more strategic demand creation activities. * EVALUATING MARKETING ROI AND STRATEGIES: Chris critiqued the traditional ROI measurement methods in marketing, suggesting a more holistic approach that assesses the impact of marketing on overall business growth. He also emphasized the importance of customer insights and content quality over mere distribution tactics. This summary captures the key points discussed in the podcast, including Chris Walker's career progression, the innovative approach of Refine Labs in B2B marketing, and the strategic insights on demand creation, brand building, and evaluating marketing ROI. Important links * Follow Chris on LinkedIn https://www.linkedin.com/in/chriswalker171/ * Chris his company: Refinelabs https://www.refinelabs.com/ Learn brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 https://www.marketingscience.info/better-brand-health/, a must-read! * Jenni on LinkedIn https://www.linkedin.com/in/jenni-romaniuk-2746884/ Learn brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 https://letstalkbranding.substack.com/ Important links * James his agency, Previously unavailable https://www.previously.co/ (Great work) * Future demand https://www.amazon.com/Future-Demand-building-tomorrows-customers-ebook/dp/B0B3MD7C3H, the book we discuss Learn brand strategy Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
In this episode, we talk about: * Ragged edge https://raggededge.com/, 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 strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 tested in our report measuring as truly distinctive, it is not an exaggeration to say that the marketing industry is facing a crisis of identity. With more content and tech-enabled means of brands being distributed and targeted, there are more opportunities than ever to connect with audiences in exciting, dynamic and purchase-able ways. However, as the landscape continues to expand, we must ensure that brand assets are consistently and accurately being attributed to the correct brand to truly Be Distinctive Everywhere,” said Lee Rolston, Chief Growth Officer, JKR. Important links * You can find the full study here https://bedistinctive.jkrglobal.com/ * Jones Knowles Ritchie https://jkrglobal.com/ * The Youtube version of this podcast here https://www.youtube.com/watch?v=s69YUq_ITMU 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. LEARN BRAND STRATEGY Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
Important links * Julian Cole’s course with LTB discount here https://courses.strategyfinishingschool.com/master-course-23?coupon=LTB2023 * Julian on Twitter https://twitter.com/juliancole 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 prompt ideas at the beginning of a project. * Use AI for word craft at the end of a project to improve language and make it more succinct or creative. * AI can help identify consumer problems and generate insights, but always cross-validate the results. * AI is not a replacement for human nuance in strategy. * Use AI to jailbreak prompts and get to unconventional insights. * Use analogies and metaphors to make strategy more memorable and visual. * Don't use AI for research validation. * AI can't replace human truth-sayers or cultural context. * AI language models like GPT are probabilistic and require human input and context to generate useful insights. 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. LEARN BRAND STRATEGY Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
IMPORTANT LINKS: * ‘Frank’ on Twitter https://twitter.com/GdayFrankAU, Instagram https://www.instagram.com/gdayfrank/ or LinkedIn https://www.linkedin.com/company/gdayfrank/ * G’day Frank website https://www.gdayfrank.com/ 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 for a brand to connect with consumers. * Brand strategy is not the same as a mission or vision, but rather finding clarity and connection with the target market. * Brand strategy involves researching the market, segmentation, targeting, positioning, and objectives. * Marketing and branding strategies are the same thing, just called different names by different professionals. * It's essential to listen to branding experts who have put in extensive research and time into understanding branding and marketing. * Branding is a continuous journey of trial and error. * The importance of distilling complex branding concepts into simple terms for clients. * The evolution of branding involves being open-minded, understanding market orientation, and being willing to learn. 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. LEARN BRAND STRATEGY Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 Twitter https://twitter.com/UncensoredCMO, LinkedIn https://www.linkedin.com/in/uncensoredcmo/ * The uncensored CMO podcast https://podcasts.apple.com/gb/podcast/uncensored-cmo/id1486335987 * System 1 group https://system1group.com/work/advertising 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. LEARN BRAND STRATEGY Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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. Find Alex on Instagram https://www.instagram.com/antolino/, LinkedIn https://www.linkedin.com/in/alexantolino/ or Youtube https://www.youtube.com/@AlexAntolino. 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. LEARN BRAND STRATEGY Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to 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 letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
SHOW NOTES: * Nick’s substack and the article https://nickasbury.substack.com/p/good-for-nothing on Purpose Nihilism * Nick on Twitter https://nickasbury.substack.com/p/good-for-nothing 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
SHOW NOTES: * The article https://mbhw.co/2022/12/community-value-brands-businesses/ that sparked the conversation * Science Magic https://www.sciencemagic.inc/, where Max works * Max on LinkedIn https://www.linkedin.com/in/mweigl/ and Twitter https://twitter.com/mbhw 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 https://www.holabrief.com/stef template on Holabrief and explore many more creative/strategic exercises. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 https://thetomroach.com/2020/11/15/the-wrong-and-the-short-of-it/ article - Tom's blog https://thetomroach.com/ (check out the other amazing articles too) - The original book by Binet & Field, the long and short of it https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies - Tom's currently working at Jellyfish https://www.jellyfish.com/en-dk If you want to stay up to date, please subscribe on Substack http://letstalkbranding.substack.com. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 https://twitter.com/YounglingAndCo and check out his paid stuff here https://younglingresearch.gumroad.com/. If you want to stay tuned for more Let’s talk branding news, episodes and videos, subscribe below! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 - luxury vs commodity - B2B vs B2C Important links You can find the paper we discuss here https://www.marketingscience.info/wp-content/uploads/staff/2015/08/7539.pdf The Ehrenberg-Bass institute https://www.marketingscience.info/ Byron on twitter https://twitter.com/ProfByron The latest BS show https://www.youtube.com/watch?v=FJ3cSionISI&t This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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: Studio Gilmore https://www.studiogilmore.com/ Want to stay up to date for the next episodes on brand-building? Subscribe below! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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 https://docs.google.com/presentation/d/1Huo8G4u4wH6B7LbKmZiFnlLAe40ZJsdZABFH_Fos9eI/edit#slide=id.g127711147f1_0_0 Faisal and his team created Faisal on Twitter https://twitter.com/faisaldontbunt Creative business company https://www.google.com/search?q=creative+business+company&oq=creative+business+comp&aqs=chrome.0.35i39j69i57j0i22i30l4j0i390l4.5180j0j7&sourceid=chrome&ie=UTF-8 Our first episode: Building a brand on a budget https://letstalkbranding.substack.com/p/faisal-siddiqui-how-to-build-a-big-e07#details This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1
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: __ __ If you're interested in learning more about brand strategy research, check out my latest course here https://dashboard.simplecast.com/accounts/ed34a986-fc44-47f6-9e68-25d91d8bbe43/shows/6512d1a1-cba9-4dd5-a651-f26f6d272bec/episodes/32a27525-b9ff-4021-9b2a-ec83d4345848/brandstrategyresearch.com. Use PODCASTLTB and get a 20% discount.
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. __ __ If you're interested in learning more about brand strategy research, check out my latest course here https://dashboard.simplecast.com/accounts/ed34a986-fc44-47f6-9e68-25d91d8bbe43/shows/6512d1a1-cba9-4dd5-a651-f26f6d272bec/episodes/32a27525-b9ff-4021-9b2a-ec83d4345848/brandstrategyresearch.com. Use PODCASTLTB and get a 20% discount.
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. __ __ Big shoutout to Jake for creating this custom piece of music for this episode. Lovely stuff. If you're interested in learning more about brand strategy research, check out my latest course here https://dashboard.simplecast.com/accounts/ed34a986-fc44-47f6-9e68-25d91d8bbe43/shows/6512d1a1-cba9-4dd5-a651-f26f6d272bec/episodes/32a27525-b9ff-4021-9b2a-ec83d4345848/brandstrategyresearch.com. Use PODCASTLTB and get a 20% discount.
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. __ __ If you're interested in learning more about brand strategy research, check out my latest course here https://dashboard.simplecast.com/accounts/ed34a986-fc44-47f6-9e68-25d91d8bbe43/shows/6512d1a1-cba9-4dd5-a651-f26f6d272bec/episodes/32a27525-b9ff-4021-9b2a-ec83d4345848/brandstrategyresearch.com. Use PODCASTLTB and get a 20% discount.
