This chapter explores the strategic development of Ollie's brand identity in the competitive pet nutrition market. It emphasizes the creation of a distinctive visual and tonal representation, including guidelines for color, typography, and photography, to ensure brand consistency. The discussion also highlights the balance between brand marketing and performance-driven strategies, showcasing the collaborative efforts of the marketing team and the importance of customer feedback in shaping brand perception.
Brand Marketing vs. performance Marketing, how do you find the balance??
I’m so glad you asked. This episode with Nicole Sumner, Brand Director at Ollie, gets to THE BOTTOM of this question (which we love).
Grab your coffee, get your Airpods, and tune into a convo with Nicole and I as she breaks down Ollie’s approach to brand-building in a crowded dog food market and how they’re emphasizing the importance of a distinct visual identity and consistent brand voice.
00:00 Introduction and Guest Welcome
00:17 Nicole's Journey into Marketing
02:06 Building Ollie's Brand Identity
06:04 Balancing Brand and Performance Marketing
12:46 Ollie's Ice Cream Collaboration with Van Leeuwen