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Stef Hamerlinck is your host in this weekly show on brand strategy where I interview industry leaders in branding, design, and strategy. Get inspired and become a better brand strategist. Learn how to solve bigger problems. To get more insights on how to become a creative strategist, visit letstalkbranding.be
 
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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'. Intere…
 
A brand is a distinctive experiential promise that represents a business. Distinctive: it has its own character, it's recognizable and different from competitors Observable: it is experienced through visual, auditive, and tonal assets that are owned Promise: it's not just those assets, it also holds a certain guarantee in it, a story, a problem sol…
 
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/…
 
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-templ…
 
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 agency Testi…
 
We talk about: The definition of attention Attention as a filter Robert heath: low attention processing Paid advertising vs organic content Digital vs traditional advertising The value of the marketing funnel Find Faris: Faris on Twitter: https://twitter.com/faris Faris his book, Paid attention Genius Steals, his company: http://geniussteals.co/…
 
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 harder A lot harder mentally to do → Split it u…
 
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 agency Paul on twitter Paul's talk on associated branded moments Distinctiveness vs differentiation Category entry points If yo…
 
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 l…
 
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 b…
 
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 To…
 
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 Stri…
 
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 ap…
 
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 pr…
 
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 f…
 
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 …
 
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 you…
 
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 scienc…
 
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,…
 
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 podc…
 
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 appreciat…
 
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 sp…
 
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 br…
 
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 e…
 
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…
 
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 episod…
 
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…
 
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 epis…
 
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 su…
 
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,…
 
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 …
 
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:…
 
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 …
 
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, juicie…
 
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-rev…
 
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 …
 
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 …
 
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-cente…
 
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 l…
 
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…
 
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 yo…
 
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 podc…
 
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 stra…
 
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 approac…
 
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 c…
 
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 reall…
 
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…
 
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