Ron Vandenberg On The Business of Brand Building and Innovation

Not Real Art

Brand identity is a big business. From consumer products to startups and even political parties, if people identify with your message, they will be on your side. Today's guest, Ron Vandenberg, is a multi-Clio Award-winning brand consultant and creative director and is recognized for his expertise in brand thinking, communication, design and experience. He is currently in the middle of launching a brand-smart business transformation company, Blulab, and we kick off the show by hearing details about his new venture. Ron shares why he wants to be able to offer both business and brand innovation services so that companies see long-term gains. We talk about innovation generally, where Ron shares the struggles he has seen when companies are not able to innovate. He also debunks some of the misconceptions around innovating, and why it's vital to trust the iterative process. Having started in the brand industry as an outsider, Ron understands the power of innovation firsthand, and he talks about how he launched his first agency from scratch. The conversation then turns to Indivisible 2020, in which Ron is a participating artist. We hear about what indivisibility means to him, his take on the current political climate, and why political parties could benefit from thinking about their branding more. We wrap the show up with a look into the future, and Ron leaves us with a final message of hope that if we look to understand rather than vilify one another, we can come together once again. Key Points From This Episode: The new agency Ron is launching – how they look to combine business and brand innovation. The impetus for starting Blulab and why Ron calls it a ‘business transformation company.’ Business innovation versus brand innovation: What they are and how they are different. Why it is so difficult for businesses to truly innovate on the brand or business front. The companies that come to mind when we think of innovation. Where businesses go wrong when they are trying to innovate. Innovation comes from many iterations; Ron uses the example of the automotive industry. How Ron has been able to innovate in the corporate brand industry. The story of how FutureBrand worked with Nelson Mandela to change the South African Airlines branding after Apartheid. Winning three Clio Awards on one campaign; Ron shares this success. What Ron embarked on once he moved back to the West Coast The important qualities that stand out to Ron when looking for employees and collaborators. Creatives don’t get to make the final decision when it comes to branding; business people do. How Ron’s marriage and business relationship with his wife have enabled his success. What indivisibility means to Ron, and why he, as an immigrant, was drawn to the U.S. The roles that brands can play in fostering political unity. It is possible to find common interests and still hang onto our political beliefs. How Ron is staying hopeful in this time: A belief that we can manifest our destiny. The importance of moving away from judgment and to a place of understanding. What we can learn from why Donald Trump was elected in the first place. Understanding politics from a marketing point of view; what we can take away. For more information and photos, visit here: https://notrealart.com/ron-vandenberg