Using 'Against' to Shape Brand Focus

Paul has been deep in brand diagnosis, strategy and realisation for over 25 years. You need to hear how he thinks about brands.

In this episode we discuss:

• Listening as a superpower for strategists
• Why strategy isn’t predicting the future – with a hat tip to JP Castlin
• Mike Tyson on strategy
• Creators building brands
• Defining what a brand isn’t helps defines what a brand is
• The role of insight in strategy
• Staying customer focused in strategy
• Associated memorable moments
• Naming segments- and why we (sort of) disagree!

Paul Bailey

25+ years professional experience in brand diagnosis, strategy, realisation – improving experience, empowering culture, achieving business objectives.
A deep knowledge in brand, strategy, business leadership, marketing and communication. Working with global businesses to fast-scaling startups, across a myriad of industries, with diverse target audiences and business objectives.

Supported by academic expertise including MA Brand, Communication & Culture (Goldsmiths, London), Mini-MBA Marketing (Marketing Week), and extensive writing, speaking, and lecturing on brand, strategy & marketing.

Find Paul on LinkedIn

Recommendations

• The Power of Co-Creation by Ramaswamy and Gouillart 
• Brands: Meaning and Value in Media Culture by Adam Arvidsson
• Beyond Culture by Edward T Hall
• How Not To Plan by Les Binet and Sarah Carter

I’m doing a series of strategy masterclasses with Seth Godin in Ireland this spring. If you use code Eximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke. Tickets available from here.

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.

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A full episode transcription is available from the show page.