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…

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 course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops…

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 course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can …

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 course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and bra…

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 course Activate your strategic brain and level up your creative business. Find courses on brand strategy, b…

Show notes * Professor Pauwels on LinkedIn * This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here 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…

Show notes * Bart on LinkedIn * Bart’s new venture: I know a guy 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 ef…

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 i…

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 …

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…

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 s…

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 ma…

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, a must-read! * Jenni on LinkedIn Learn brand strate…

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 Important links * James his agency, Previously unavailable (Great work) * Future demand, the book we discuss * Watch the video interview here…

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 space Learn brand strategy Activate your strategic brain and level up …

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 measure…

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 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 mid…

Important links: * ‘Frank’ on Twitter, Instagram or LinkedIn * G’day Frank website 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 …

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 advertisi…

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 bran…

Show notes: * Nick’s substack and the article on Purpose Nihilism * Nick on Twitter 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 template on Holabrief and explore many more creative/strategic exercises. This is a …

Show notes: * The article that sparked the conversation * Science Magic, where Max works * Max on LinkedIn and Twitter 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 template on Holabrief and explore many more creat…

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 Jellyfish If you wa…

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 bra…

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 implic…

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 l…

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…

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 enjo…

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 segmenta…

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…

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 Twitter If you're in…

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 me…

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 letstalkbranding.substack.com…

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 Twitter If you're interested in learning more about brand s…

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 str…

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: Luck…

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 in Connect with Naeri on LinkedIn If you're interested in …

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 pi…

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'…

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 enough In over my head Imposter syndrome Just be a designer Counter: CLients are happy - Creative recognition …

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 br…

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 Twitter 160over90 This ep…

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 notes Jon on Twitter Jon's book 'Asking for trouble' If you are intere…

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 …

In this episode, I talk about the brand audit. What it is, why it's valuable and how I approach it. Show notes The Twitter thread that started it Visit letstalkbranding.com to subscribe to the newsletter Assess the brand both internally and externally, which means: Internally Looking at the current brand strategy, if one exists Understanding how th…

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 t…

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 'interview…

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.c…

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 sha…

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…