The Very Short Introductions Podcast Branding – The Very Short Introductions Podcast – Episode 8
Nov 5, 2020
In this engaging discussion, Robert Jones, a branding strategist at Wolff Olins and professor at the University of East Anglia, dives into the powerful world of branding. He explores how successful brands revolve around core ideas beyond just logos. Jones emphasizes branding's role in shaping culture and behavior, highlighting Tesla as a pertinent example. He also clarifies that branding encompasses both meaning and design, showcasing companies like Coca-Cola and Ikea. Finally, he shares insights on branding's ancient roots and its impact on globalization.
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Career And Client Stories
- Robert Jones describes his dual role as a university professor and brand strategist working with major clients like Barclays and Tesco.
- He explains his background at Wolff Olins and running a popular online course called The Secret Power of Brands.
Branding Outweighs Marketing
- Jones argues that branding is bigger than marketing and should shape the whole organisation, not just advertising.
- He says branding must influence product design, customer service, employees and investors to be truly central.
Brands Shape Culture
- Brands function as powerful cultural forces that change how people think, feel and act across society.
- He uses Tesla as an example of a relatively small company that reshaped the entire car industry toward electric vehicles.
