Let's talk branding
Let's talk branding is a podcast hosted by Stef Hamerlinck that explores the world of brand-building through conversations with experts and academics in marketing, branding, and design. The show offers a no-nonsense take on all things brand, aiming to cut through the clutter and share unique perspectives. Each episode focuses on practical insights and real-world examples to help listeners understand the complexities of branding.
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![[Exclusive screening] Buckle Up Briefing #9: The future of branding keynote.](https://substackcdn.com/feed/podcast/1011558/post/178062442/864148ba4a9e124326c20d905da3c9f2.jpg)
[Exclusive screening] Buckle Up Briefing #9: The future of branding keynote.
Before I take the stage at the Tectonic conference tomorrow, I wanted to share this with you first: a sneak peek of my new keynote on the future of branding. It’s a look at how I see brands evolving in the age of generative AI, and the two very different futures we might be heading toward.I hope it gives you a few sparks of inspiration before the world sees it on stage.Would love to hear your thou
Is the Sloppening upon us? The rise of Gen-AI and what it means for brands.
Recently, I got caught in a bit of a storm. People on YouTube got angry about the use of AI footage in my recent documentary on brand mascots. “AI slop! I’m not watching this stuff!” It got me wondering (some great comments in that LinkedIn thread) about what the future for brands would be like. Enter: Joe Burns, who’s been dropping the most insightful and amazing flipbooks on LinkedIn.Joe did not
Entertain or die: how to build an entertainment powerhouse
In this episode, Dan Salkey is back on the show to talk about their latest research paper called ‘Entertain or Die’. This is the second round and this time Dan shares some new insights on how to actually build an entertainment brand.Important links* You can find the full report here. * Find Dan on LinkedIn here This is a public episode. If you would like to discuss this with other subscribers or g
Brand evolution vs revolution
Hey everyone! Super happy to kick off a new season with more brand-building legends and insights.In this conversation, I chat with Damian Borchok, Managing Director of Koto for the Asia Pacific region. A conversation sparked by a great article on Koto ‘s newsletter, We discussed the nuances of branding, rebranding, and brand refreshes. Damian emphasizes the importance of understanding the value of
The secret behind brand advocacy with John Lyons
In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons.Important links* John on LinkedIn* John’s new YouTube show ‘Bin Juice’ 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
Business effects of brand marketing with John James
Show notes* John on LinkedIn* John’s Substack and other linksSummary* John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics.* He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising."* John describes the industry's split between "brand" and "perf
Stop listening to the customer with Adam Ferrier
Show notes* Adam’s agency Thinkerbell* Adam’s book: Stop listening to the customerSummary* Adam Ferrier challenges the idea of being "customer-obsessed," arguing that brands lose their identity by focusing too much on consumer needs.* He believes brands should prioritize their own values and what they stand for instead of solely catering to customer demands.* Companies like Apple and IKEA are exam
Effective brand-building with Grace Kite
Here are the key takeaways from the podcast:* Effectiveness in marketing: It's about ensuring that marketing efforts, particularly advertising, achieve their intended goals, whether that's awareness, behavior change, or sales.* Econometrics simplified: Econometrics uses data to determine if a marketing campaign worked by analyzing both the campaign’s direct impact and other factors (e.g. a competi
Is brand strategy bullsh*t?
As a brand designer, Austin experienced a similar journey to mine, he learned about the power of brand strategy and started offering it to clients. Things were great. But on that journey towards becoming a strategist, he also noticed that some things were broken in this new ‘era’ of strategic brand designers.We explore the following topics:* Is Brand Strategy Overrated?: We dive into whether brand
The 5 brand religions with Kristof De Wulf
Discover the 5 key brand religions, their core beliefs, and how they can apply to your brand.Important links* Download the white paper to take a deep dive into the 5 brand religions* Kristof on LinkedIn* The episode with Jan Verlinden (Ritchie)Creative business companyOne of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most i
How to compete in a hyper competitive market with Jan Verlinden.
Discover the captivating marketing story of Ritchie, a Belgian lemonade brand built from strong marketing principles by entrepreneur/marketer Jan Verlinden (ex Pepsi-co). Learn how Jan leverages his experience at big brands to grow Ritchie through unexpected marketing channels and tactics to expand his market share gradually.Show notes* Jan on LinkedIn* Check out Ritchie, the amazing brand Jan is
The harsh truth about online advertising with Bob Hoffman
A deep dive into the problematic state of online advertising, from its lack of effectiveness to its societal impacts. Show notes* Find ‘Adscam’ + the free ebooks on Bob’s website * Bob on LinkedInCreative business companyOne of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company.That’s why this
A brand architecture masterclass with Felicia Rosenzweig
A deep dive into brand architecture and how to use it to strengthen your brand positioningShow notes* Felicia on LinkedIn* The Morningstar case study by Creative business companyBrand strategy courseActivate 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
Associative attention with Max Stricker
In this episode, we discover the power of ‘associative attention’, a framework developed by Max Stricker and Samuel Brealey. It zooms in on the importance of not only getting attention but the right type of attention through strong association. Show notes* Associative Attention Paper & ‘Health Check’Associative Attention is a framework that helps brand owners deliver better executions (think adver
Brand marketing in B2B-land with Gwen Lafage
Discover what it takes to be a leader in brand for a large B2B tech company.Show notes* Gwen on LinkedIn* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.Brand strategy courseActivate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODC
The rise of multiplayer brands with Zoe Scaman
Show notes* The multiplayer brand slidedeck* Zoe on LinkedIn* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.Brand strategy courseActivate 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
Brand pricing power with Dom Boyd
Show notes:* Article on Brand difference and pricing power* Dom Boyd on LinkedIn* BrandZ index* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.Brand strategy courseActivate 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
Entertain or die with Dan Salkey
How brands can create an unfair creative advantage.Show notes* Discover the full paper here.* Dan Salkey on LinkedIn.* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.Brand strategy courseActivate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You ca
Marketing science for the real world with Koen Pauwels
Show notes* Professor Pauwels on LinkedIn* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides hereBrand strategy courseActivate 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 woul
The agency landscape with Bart De Waele
Show notes* Bart on LinkedIn* Bart’s new venture: I know a guyKey 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 t
The new reality, key trends in 2024 with Will Posket and Rachael Higgins.
Show notes* Discover the full trends report here* Rachael Higgins on LinkedIn* Will Posket on LinkedIn 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
Creating brand mascots with AI
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
Creating and measuring distinctive brand assets with David Taylor
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 asset
The state of branding in 2023 with Jacob Cass
SummaryHere'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
Creating demand in B2B with Chris Walker
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
Brand health and tracking with Jenni Romaniuk
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 pitfallsImportant links* Jenni’s latest book: Better brand health, a must-read! * Jenni on LinkedInLearn brand strategyActivate your strategic brain and level up your creative
How brands grow up with James Hurman
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 SubstackImportant links* James his agency, Previously unavailable (Great work)* Future demand, the book we discuss* Watch the video interview hereLearn brand strategyActivate your strategic brain and lev
Branding on the ragged edge with Max Ottignon
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 spaceLearn brand strategyActivate your strategic brain and level up your creative business. Find courses on brand strategy, br
How to make your brand more distinctive with Lee Rolston.
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
AI, your new strategy sidekick with Julian Cole.
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 summaryI 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
Creating captivating moments with G'day Frank
Important links:* ‘Frank’ on Twitter, Instagram or LinkedIn* G’day Frank websiteThe 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 br
The power of emotion in advertising with Jon Evans
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 landscapeImportant links* Jon Evans on Twitter,
The creator mindset with Alex Antolino
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 templateAs a brand strategist, I’ve often n
Purpose nihilism with Nick Asbury
Show notes:* Nick’s substack and the article on Purpose Nihilism* Nick on TwitterThe brand audit templateAs 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 with
The power of community with Maximilian Weigl
Show notes:* The article that sparked the conversation* Science Magic, where Max works* Max on LinkedIn and TwitterThe brand audit templateAs 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 y
Tom Roach - The wrong and short of it
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 JellyfishIf you want to stay up to date, please subscribe on Substack. T
Entrepreneurial science with RJ Youngling
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 tuned f
Byron Sharp - Subscription vs Repertoire markets
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
Paddy Gilmore - The power of humor for brands
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: Stud
Faisal Siddiqui - Challenger positioning
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 brand
Peter Weinberg - B2B brand building
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 institutePeter on Li
The business of branding - Ian Humphris
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 Twit
Jake Sanders - Stuffing the content turkey
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 TwitterJake al
John Lyons - The building blocks of loyalty
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 TwitterIf you're interested in learning more about brand strategy rese
Shann Biglione - Corporate reputation and media
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
Stef Hamerlinck - Going in house
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
Zoe Scaman - Community building for brands
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 TwitterIf you're interested in learning more about brand strategy research, check out my latest course here.
Shireen Smith - The new rules of branding, strategy and intellectual property
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 abo
The role of luck in branding & marketing
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 GeneralsThe book: Go luck yourselfIf you're inter
Best global brands 2021 - Naeiri Zargarian (Interbrand)
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 inConnect with Naeri on LinkedInIf you're interested in learning more about brand strategy research, check o
Faisal Siddiqui - How to build a big brand on a small budget
In this episode, I chat with Faisal Siddiqui, founder of Creative business company and former strategy director at Prophet. Faisal and his colleagues recently released a fascinating white paper in which he lays down some of the fundamentals of how to build a big brand on a small budget. We go deep into the tactics but also talk about the broader picture and market dynamics. It's a very cool ride s
Building the sims brand - Laurel Stark / Tiara Puglisi
In this episode, I talk with marketing director Tiara Puglisi and creative director Laural Stark from the 'the Sims', a brand owned by EA electronics. We talk about their fascinating jobs at this legacy brand, and how to keep on building on it. We talk about the world of gaming and how it converges with marketing. It's a very fun chat so I bet you'll enjoy it! You can find Laurel en Tiara on Twitt
My biggest fears as a brand strategist
In this solo episode I take a deep, therapeutic dive into the fears we have as strategists. I discuss things like the imposter syndrome, niching, T-shaped profiles, and how to cross the valley of despair. Here are the 7 fears:I'm not good enoughIn over my headImposter syndromeJust be a designerCounter: CLients are happy - Creative recognitionI don't really understandThere are other strategists ou
Paul Feldwick - Why does the pedlar sing?
In this episode, I talk with a personal hero, Paul Feldwick. Paul is the author of game-changing books 'The anatomy of Humbug' and 'Why does the pedlar sing?'. His views on advertising and brand-building are truly unique. The power of 'fame' and entertainment is something that is often ignored in a world where we want to do 'serious' stuff. Paul brings us back to the true origins of branding, the
Brandon Shockley - Brand tracking & research
In this episode, we talk about brand tracking & research with Brandon Shockley, Vice President Market Research at 160over90. We take a deep dive into brand tracking and the metrics that matter. As a little bonus, I also have a mini-interview with Angelay Mullins, CMO at Latana, a brand-tracking tool.Brandon on LinkedIn or Twitter160over90This episode is sponsored by Latana, the AI-powered brand tr
Jon Cohen - Asking for trouble
In this episode, I talk with author and market researcher Jon Cohen. We take a deep dive into the world of 'asking'. What can we learn from talking to consumers? What are the dangers? When is a good time to ask and what makes for a good question? Find out in this interview! Show notesJon on TwitterJon's book 'Asking for trouble'If you are interested in the brand strategy research course mentioned
Margaret Kerr-Jarrett - Verbal identity
In this episode, I talk with Margaret Kerr-Jarrett. Margaret is a writer and strategist. We talk about verbal identity, what it is, how to create it and how to make sure it matches with visual identity. Margaret Kerr-Jarrett is a writer and strategist who partners with companies and brand & design studios to craft verbal identity, brand voice, and messaging for global clients.Her commercial and pe
The brand audit
In this episode, I talk about the brand audit. What it is, why it's valuable and how I approach it. Show notesThe Twitter thread that started itVisit letstalkbranding.com to subscribe to the newsletterAssess the brand both internally and externally, which means:InternallyLooking at the current brand strategy, if one existsUnderstanding how the brand management team works, if there is any, where d
Ian Barnard - Measuring awareness
In this episode, I talk with Ian Barnard, a marketer from Canada that specializes in SMEs and non-profit organizations. We take a deep dive into measuring awareness and salience. What tools and techniques to use, what to be mindful of, and a lot more. It's a great hands-on episode so I think you'll enjoy it! Ian on Twitter If you're interested in the brand strategy research course, please subscrib
Haris Spahic - Strategy for startups
In this episode, I have a chat with Haris Spahic, founder of Constellate strategy, a strategy consultant focused on startups. We have a conversation about differentiation, loyalty, complexity, and how to apply all of that for startups. It's a slightly new type of format, where I and the guest are challenging each other instead of me just 'interviewing' the guest. Connect with Haris on Twitter and
James Hankins - Share of search
In this episode, I talk with James Hankins, Consulting Strategist, and Founder @ Vizer Consulting. James has had a busy year, coining (together with Les Binet) concepts like Share of search and the Hankins Hexagon. We get into the weeds of Share of search and how to apply it to your brand. Some interesting links:James on Twitter: https://twitter.com/jcphankinsOn share of search: https://www.contag
Samuel Brealey - Marketing on a budget
In this episode, we're talking with Samuel Brealey, a marketing consultant based in the UK. We talk about how to help small businesses make more money with marketing. How to build a brand on a budget and a lot more. Samuel has a very pragmatic and 'real' approach to marketing that I really admire. Check out Samuel on Twitter, we're he is always sharing his knowledgeSamuel's website This is a publi
The ugly truth(s) about branding - Austin Franke
In this episode, I talk with Austin Franke, brand strategist and founder of consultancy firm Woopunch. Austin has quite an unconventional approach to branding, using knowledge from behavioral science and other evidence-based fields. We talk about some ugly truths in branding and how we can move beyond the typical branding cliché's. Check out Austin's business and make sure you subscribe to the new
Cedric Engels - The power of sound
In this episode, we talk with Cedric Engels, author of the amazing book 'the power of sound' and co-founder of the sonic agency 'Sonhouse'. We talk about the importance of sound for brands but also how sounds affect the human brain (and soul). Cedric brought with him a bag of epic sounds so it's a fun little ride through sonic land. We talk about:Cedric's book, the power of soundThe agency Cedric
Effective branding: A case study by WeWantMore
In this episode, I interview Michiel & Jan-Pieter from Antwerp based brand & design studio WeWantMore. We talk about their award-winning branding case for Neuhaus. It won a bronze 'Effie' award, which is an award focussed on the 'effectiveness' of creative campaigns, not just 'creative idea'. We talk about:The studio: WeWantMoreThe rebrand case for Neuhaus, a Belgian chocolate brandHow they went
Bill Kenney - Focus Lab - B2B branding & creativity
Interesting links: Focus Lab: https://focuslabllc.com/Bill on Twitter: https://twitter.com/BillSKenneyIf you're interested in more branding & strategy stuff, visit letstalkbranding.com 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
JP Castlin - Strategy in complexity
In this episode, I talk with my strategy hero, JP Castlin. We talk about the upcoming Castlin manifesto and how its perspectives on strategy will be quite controversial. For decades, 'deliberate' strategy has been the norm in the different strategy disciplines of marketing and branding, but JP offers an alternative view, 'emergent strategy'. Interesting links:If you want exclusive access to the ma
What is a brand?
A brand is a distinctive experiential promise that represents a business.Distinctive: it has its own character, it's recognizable and different from competitorsObservable: it is experienced through visual, auditive, and tonal assets that are ownedPromise: it's not just those assets, it also holds a certain guarantee in it, a story, a problem solved, a job done, This is where we make the bridge wit
Julia Braga - Launching a brand on social
In this episode, I talk with launch and brand strategist Julia Braga. Julia is an educator on Instagram and helps businesses grow their personal brand and sell products through social media content. We talk about social media strategy, launching brands, and the funnel. Interesting links:Julia's Insta: https://www.instagram.com/thejuliabraga/ This is a public episode. If you would like to discuss
Competitive analysis
In this solo episode, I talk about competitive analysis, what it is, why and how I approach it, and what are some of the specific phases to go through. I also highlight how I use it as a base for branding and marketing efforts and the difference with business strategy.Notion template: https://www.notion.so/weareollie/LTB-competitive-analysis-template-cfae88e869ef4c418bd9faa328eaf402Phase 1 collect
Michael Keplinger - Testing brand design
Michael Keplinger is a partner at SmashBrand, an agile brand strategy agency for consumer packaged goods that specializes in a complete approach to market research, product design, and testing. We talk about how to 'test your brand design' with real-world customers and how to apply that to brand building.We talk about:Smashbrand, the agencyTesting packaging design with real-world customersHow to r
Faris Yakob - Paid attention
We talk about:The definition of attentionAttention as a filterRobert heath: low attention processingPaid advertising vs organic contentDigital vs traditional advertisingThe value of the marketing funnelFind Faris:Faris on Twitter: https://twitter.com/farisFaris his book, Paid attentionGenius Steals, his company: http://geniussteals.co/ This is a public episode. If you would like to discuss this wi
Julian Cole - Becoming a big-T strategist
We talk about:Here's the Strategy kick-off toolkit course with a 50% discount (use LETSTALKBRANDING coupon code).The planning dirty academy: https://www.planningdirty.com/Get/to/by exercise 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
Remote brand strategy work for dummies (me).
In this episode, I walk you through some of the tips, tricks and challenges I have when it comes to working remotely. Doing digital workshops, managing client expectations, research international brands and a lot more.We talk about:Downsides:Workshop: picking up on non-verbal communication is a lot harderA lot harder mentally to do → Split it upTrust by being there physically is not thereClient pe
Paul Bailey - Branded moments
In this episode, I talk with Paul Bailey, strategy director at Halo, a creative agency from the UK. We talk about associated branded moments, and how we can build brands based on that.Interesting stuff:Halo, the creative agencyPaul on twitterPaul's talk on associated branded momentsDistinctiveness vs differentiationCategory entry pointsIf you liked this episode, I would really appreciate a rating
Branding and comms, a love letter.
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 --- feedbackThe 2 layers of branding: instant signaling and long-term recognition The medium is the messageHyper t
Ethan Decker - No more branding bs
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 loyaltySidestepping typi
The future of brand strategy
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 pointsDesigners becoming strategistsStrategy commoditizationEmergent vs Top-down approachMarketing science influenceDigital vs m
Greatest hits - What I've learned so far from the podcast.
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 SharpJenni RomaniukPhil BardenMark PollardClaire StricketDarren ColemanWiemer SnijdersRyan WalmanRory Suther
Epic fails in branding.
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 cuesGeneric brandingIgnoring the fame of brand assetsTrendy brandingThe one sock approachThe one sock approachHere are some links:Building
