Better: The Brand Designer Podcast
S7 E21: Brands and Bias — Avoiding Blindspots in Branding with N. Chloé Nwangwu
Jun 13, 2023
N. Chloé Nwangwu, the Brand Scientist and Director of NobiWorks, offers a fresh perspective on branding with a focus on visibility and biases. She shares insights on employing behavioral science to enhance brand strategies, emphasizing the importance of inclusivity and authentic representation. The conversation dives into visibility engineering, mentorship dynamics, and the significance of understanding diverse perspectives in branding efforts. Nwangwu asserts that outdated practices must evolve to promote genuine diversity and social impact in the industry.
01:11:31
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Quick takeaways
- N. Chloé Nwangwu emphasizes the integration of behavioral science and data-driven strategies to enhance brand visibility and counter biases.
- The conversation critiques traditional Ideal Client Avatars, advocating for stakeholder spectrums to capture a more nuanced audience understanding.
Deep dives
Understanding the Role of the Brand Scientist
Chloe Wangwu, known as the brand scientist, merges behavioral science and brand strategy to create impactful visibility strategies for her clients. By utilizing telemetry, semiotics, and network science, she aims to help brands become impossible to ignore. Her consultancy, Nobi Works, is dedicated to equipping under-recognized brands with scientifically grounded systems that neutralize visibility biases, ensuring they effectively capture and retain the audience's attention. This strategy not only enhances brand visibility but also shifts the paradigm around who gets recognized in an increasingly crowded marketplace.
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