10: Protecting the Brand

Seismic Sessions

In this episode of Seismic Sessions, the focus is on the evolution of brand in the financial services industry. Join the discussion with hosts Rachael Rowe and Gemma Livermore, Seismic, and guests Alanna Nensel, Global Head of Brand, Creative, and Digital at Janus Henderson Investors, and Maddy Albon, Brand Manager at Peel Hunt, as they delve into the impact of AI, the significance of a centralised brand asset platform, and the necessity of understanding diverse target audience needs across multiple markets and regions.
Show notes

Key takeaways

• Tremors: The episode delves into evolution of brand - from a logo and colours to a more inclusive approach, highlighting the need to consider how audiences connect with brands across diverse platforms, including podcasts, videos and written content. With this multi-channel aspect, brands can effectively engage and resonate with their target market.
• Epicentre: Brands are encountering challenges that highlight the importance of having a centralised source of truth to maintain brand consistency. As digital tools continue to offer valuable insights into audience preferences, they are also becoming more essential in monitoring the effectiveness of branding efforts.
• Aftershocks: Looking ahead, AI is seen as an essential tool for driving personalisation and creating experiences that resonate with the target audiences, especially when targeting multiple segments. This shift highlights the collaboration between human input and AI, emphasising a thoughtful approach to using AI effectively.
  

Jump into the conversation:
[00:03:04] Automation in branding strategies.
[00:07:19] Brand evolution and growth.
[00:08:44] Evolution of brand perception.
[00:13:20] The evolution of branding.
[00:15:25] Branding colours in the industry.
[00:24:46] Protecting your brand online.
[00:28:20] AI for brand control.
[00:31:37] The human element.
[00:39:17] Inclusion and feedback.