Let's talk branding
How brands grow up with James Hurman
Sep 2, 2023
James Hurman, brand strategy expert, discusses the different lifestages of a brand and the importance of aligning external representation with internal values. The podcast explores brand architecture challenges, the brand building mindset of successful companies like Liquid Death and Patagonia, and the integration of purpose into brand strategies. It also delves into messaging, channels, ROI, scaling up challenges, and marketing routes for growth.
38:53
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Quick takeaways
- Brands should focus on different aspects in each stage, iterating based on feedback in early stages and emphasizing differentiation as competition arises.
- Authenticity is key for brands, reflecting the personality of the founders and connecting with consumers on an emotional level.
Deep dives
Different stages of brand strategy
Brands go through different stages and need to focus on different aspects in each stage. In the early stages, brands should be malleable and iterate based on feedback, focusing on product market fit. As brands enter the market, it becomes important to bring clarity to what the company does and explain the product in simple and engaging terms. As competition arises, brands should emphasize differentiation in how they do things. In the mature stage, brands should focus on their why and connect with consumers on an emotional level.
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