The Futur with Chris Do

138 - What is a brand? — with Dr. Christine Looser

Jun 16, 2021

In this insightful discussion, Dr. Christine Looser, a branding expert and head of business at the Minerva Project, teams up with Chris to explore the complexities of branding. They dissect the interplay between human evolution and perception in brand identity. Listeners will be intrigued by their take on the elusive nature of brand control, the role of emotional connections, and how cultural nuances shape brand relationships. With engaging examples from companies like Apple and Nike, they emphasize that authentic branding is more about perceptions than just narratives.

01:27:10

Creator website

Episode guests

Christine Looser

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Episode notes

Intro

2min

Decoding Branding: Perception vs. Control

6min

The Evolution of Branding and Social Perception

16min

The Complexity of Branding

12min

The Intricacies of Branding and Consistency

2min

The Art and Science of Branding

13min

Navigating Cultural Nuances in Branding

21min

Navigating Brand Identity and Authenticity

9min

Reflections on Educational Innovations and Podcast Engagement

3min

What is a brand? What is branding supposed to do? And can you control your own brand?

In this Clubhouse Q&A, Chris is joined by Dr. Christine Looser. You might remember her from episode 109. Dr. Looser teaches marketing and branding, and is the head of business, at startup school, The Minerva Project.

If you have any kind of interest in branding, then save or bookmark this episode. Because you will want to re-listen to it.

The conversation gets brainy and there are plenty of SAT words throughout it. But it is a deep and fascinating dive into the concept of branding.

Christine puts Chris on the spot (which is always entertaining) and the two delve deep into the evolution of our brains and culture to try and make sense of the phenomena we call a “brand.”

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