On Brand with Nick Westergaard

This week on the On Brand podcast, we have something a little different to share with you. Christy Hiler, president and owner of the Cornett agency, just launched a new podcast called Own It. This show features interviews with the growing number of women and non-binary ad agency owners who are buying out of the boys club of advertising, one agency at a time. Enjoy this shortened excerpt from the first episode of Own It.Introducing the Own It PodcastWould you believe that less than one percent of all advertising agencies are owned by women? Well, Christy Hiler noticed it and is doing something about it. Christy is the president and owner of Cornett, a full-service advertising agency in Lexington, Kentucky. She has started a movement of sorts called Own It, to identify, recognize, and support women who are, or aspire to be agency owners.That effort is being cataloged at UntilYouOwnIt.com where female and non-binary agency owners can join and participate in mentorship and other activities to help more women, Own It.Part of the effort for Own It is a new podcast hosted by Hiler herself where she interviews and celebrates the growing number of women and non-binary ad agency owners to talk about buying out of the boys club of advertising, one agency at a time. That podcast is the newest edition to our fellow shows on the Marketing Podcast Network.Today on On Brand, we’re giving you a special treat! We’re going to share with you an excerpt from the first episode of Own It. In it, Christy Hiler talks to Jean Freeman from Zambezi, the largest female-owned ad agency in the country.Learn more about Own It. You can subscribe to Own It wherever you get your podcasts or at UntilYouOwnIt.com.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

This week's interview marks 400 episodes of the On Brand podcast! First up, a special announcement from me. Then I'm joined by Eric Yaverbaum who literally wrote the book on public relations with Public Relations for Dummies. In addition to writing six other books, his journey has taken him from being an agency leader to the White House to cable news punditry to finding the silver linings in a pandemic. We discussed all of this on our 400th episode of On Brand.About Eric YaverbaumEric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 40 years in the industry, having co-founded Jericho Communications and served as President from 1985 until its successful sale in 2006. Eric has worked with a wide range of top-of-their-industry clients, including Sony, IKEA, Progressive Insurance, Domino’s, Beachbody, H&M, and fitness guru Jack LaLanne.Eric is also a bestselling author who literally wrote the book on public relations – the industry-standard bestseller Public Relations for Dummies—as well as six other titles, including Leadership Secrets of the World’s Most Successful CEOs (with over a million copies sold). He will be recounting his lifelong ability to look towards the bright side for his upcoming book The Audacity of Silver Linings, set to release in 2022. He is a regular TV pundit, and his expert commentary has been featured in Forbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC, MSNBC, Fox Business, Inc., and PR Week, among others. Episode Highlights“In a previous life, I was a crisis guy.” Crisis communication took Eric from the agency world to working with C-suite executives. “You can apply these lessons anywhere. In war, 9/11, the White House …”Oh yeah. Eric also worked in the White House. What began as a stint on the Bush-Obama transition team led to meetings in the Oval Office. “You’re sitting there and thinking, where do I go from here?”Following leaders. “The buck doesn’t stop at the leader's desk—it starts there. You should be the dumbest person in the room. You should want to surround yourselves with smart people.” This was one of the many lessons Eric learned working on his book Leadership Secrets of the World’s Most Successful CEOs.Silver linings—even while grappling with COVID. Eric’s latest project came from the positivity he worked to cultivate while grappling with a severe case of COVID-19. “I decided to take hope on as a client and it worked.”What brand has made Eric smile recently? Steinberg Sports. “He’s the real-life Jerry Maguire. He inspires me.”To learn more, go to … Google! When I asked Eric where to send folks to learn more he simply said, “Too many places—it’s a good problem to have.” Start by learning more about Public Relations for Dummies. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

As Chairman and Co-Founder of EVINS Communication, Mathew Evins has built his career in service of iconic brands in food and spirits (including Maker’s Mark!) and travel and hospitality. Today these passion brands mean more than ever to consumers. We discussed how to best reach customers today this week on the On Brand podcast. About Mathew EvinsMathew Evins is the Chairman and Co-Founder of EVINS Communications. For 20 years he has led the PR agency to serve consumer-driven iconic brands in the Food, Spirits & Wine; Lifestyle; and Travel & Hospitality industries. He is one of the most respected authorities, authors, and thought leaders in luxury and luxury hospitality. He currently serves on the boards of the Global Virus Network, the International Hotel Investment Forum, and the International Luxury Hotel Association. He holds a B.A. from the University of Pennsylvania. Episode HighlightsPassion brands vs. rational brands. Luxury branding can be an interesting and misunderstood label. “There are a lot of passion brands. Often luxury brands don’t know how to speak to their customers. Products serve a real, rational purpose. But rational doesn’t endure.”Marketing in the travel and hospitality industries. We talked about the challenge of marketing travel at a time when people want to travel more than ever but may be afraid to do so. “Brands need to be able to communicate trust. People want purposeful travel.”“Marketers are good at turning up the volume,” noted Mathew. “But they need to be better at listening to customers.” A great example of this comes from Maker’s Mark—a longtime EVINS client. Maker’s Chairman Emeritus Bill Samuels, Jr. was also a guest on the On Brand podcast.Don’t mess with Maker’s Mark. Mathew detailed a story Bill told about a time when the brand listened to their ambassadors’ when they cried out in protest over the idea of reducing the proof of the popular spirit. “We learned you don’t mess with Americana. Maker’s as a brand is a symbol of that.”What brand has made Mathew smile recently? “At a time when we all need to smile more, I have two.” Mathew shared stories of Uber Eats bringing us food when we’ve been trapped inside and how Publix has built a lifestyle brand around their store. “Brands that make me smile are the ones that pull at the heartstrings or use a little humor.”To learn more, go to the EVINS Communications website. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Jac Phillips has worked across a variety of industries including technology, banking, payments, and retail. Her most recent gig was leading partnerships at Visa. Throughout all of these roles, Jac’s focus has been constant—ensuring that established brands remain culturally relevant. We discuss how to do this and more on this week’s episode of the On Brand podcast.About Jac PhillipsJac Phillips has worked across a variety of industries including technology, banking, payments, and retail. Her most recent gig was leading partnerships at Visa. Throughout all of these roles, Jac’s focus has been constant—ensuring that established brands remain culturally relevant. We discuss how to do this and more on this week’s episode of the On Brand podcast. Episode Highlights“Relevance is everything.” As Jac’s bio notes, her work has been defined by ensuring that the brands she's worked with remain relevant in our fast-moving world. What’s the secret to doing this? Curiosity.“Today is another lesson in anthropology.” This has been Jac’s daily mantra in striving to better understand her brands’ customers.How do you keep Visa culturally relevant? As we discussed, this isn’t an easy item to check off of a list. Jac shared how she led the brand in partnering with the Splendor in the Grass music festival.What brand has made Jac smile recently? Jac shared two brands. First, plant-based juice company Juice Lab. Second, she shared the amazing personal brand that is tennis champ Ashleigh Barty!To learn more, go to jacphillips.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Rob Meyerson is a brand naming expert and author of the new book Brand Naming. And, as I said many times during the episode, “we don’t talk about brand naming enough!” Luckily Rob does and did so for us this week. If you’ve had anything to do with naming, you need to listen to this episode (and check out Rob’s book). About Rob MeyersonRob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. Prior to founding Heirloom, Rob’s previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, AT&T, GE, John Deere, Disney, Guitar Hero, Intel, Meta (Facebook), Microsoft, Walmart, and Yahoo.An experienced namer, Rob has created names for companies (Corelight), nonprofits (Swing Left), products (Sierra Wireless Octave), and services. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. Episode HighlightsNo respect, I tell ‘ya. No, we didn’t start the show by doing Rodney Dangerfield impersonations but Rob did note the difference between the attention that logo design gets vs. brand naming. “There’s a disparity in the amount of respect naming gets. People think ‘that’s just a word, anyone can do that.’”How should you start the brand naming process? Like all creative work, it starts with a brief. “You need something that documents what you want the name to be, who your competition is, etc.”Brand naming best practices. After talking about the different types of names (from descriptive to abstract to compound words), Rob discussed other process best practices. His book features chapters on the important steps of trademark, linguistics, and domain checks.Brand naming quick hits … I asked Rob for a favorite brand naming example and an example of a not-so-great name. Rob really likes the Swiffer brand name. “It’s a coined word that feels like a real word.”What brand name is Rob not a fan of? He pointed us to Tribune Online Content’s failed TRONC brand. Beyond being a not-so-great brand name (“it sounds gross”) but they also “mishandled the launch.”What brand has made Rob smile recently? Rob is a big fan of the sparkling CBD beverage Recess. Why? “You can tell they have a lot of love for design and the name speaks to taking a break.”To learn more, go to BrandNamingBook.com (FYI - we talked about adding descriptors like this to URLs) and check out Rob’s personal website.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

As founder of both Camo and Reincubate, Aidan Fitzpatrick has a history of building values-based brands. Keeping it simple, integrity-focused, and delight-based unites his work in creating a greater connection between brand builders and their tools. We discussed all of this and more, this week on the On Brand podcast.About Aidan FitzpatrickAidan Fitzpatrick is the creator of the globally-popular app Camo, which turns smartphones into world-class webcams. He is also the founder and CEO of Reincubate. Aidan built the world’s first tool for iOS data recovery, enabling users to securely manage their data while growing a values-led enterprise committed to integrity, thoughtfulness, and innovation. With a focus on authentic communication, Reincubate is dedicated to consumer privacy. Camo and Reincubate do not track or sell user data. A software engineer, angel investor, entrepreneur, and author who started his first company at 14, Fitzpatrick led Reincubate to win the UK’s highest business honor twice.Episode Highlights“There are a lot of pain points with video.” The genesis of Camo was alleviating these.Being a values-based brand. Values are at the center of everything Aiden does. “Values are always there in the background. Being explicit about them is always helpful in guiding behavior.”What guides his work at Camo and Reincubate? “It just works.” This means Camo is as simple as “joining dots.” Truly a plug-and-play experience. Another value? “Creating delight” between the consumer and their smartphone.Brands and the Metaverse. Aidan said “the M-word” so I asked him for more detail. “I’m not sure I believe anyone who says they have it all figured out already.” (Hard agree!) Rather, Aidan focuses on the Metaverse linkages with the augmented reality tools in Camo, creating greater immersion for consumers.What brand has made Aidan smile recently? Aidan went with electronics and gaming giant Razer. The brand made him smile because of a recent integrated keyboard experience they added.To learn more, go to Reincubate.com.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Ken Ungar is the president of CHARGE, a national sponsorship consulting firm based in Indianapolis. Since 2006, CHARGE has served clients including Honda, Acura, NASCAR, the Los Angeles Dodgers, NBA Players Association, American Motorcyclist Association, and over fifty professional athletes in the NFL, NASCAR, and INDYCAR. He’s also the author of Sponsorship Strategy and our guest this week on the On Brand podcast.About Ken UngarKen Ungar is a sponsorship marketing consultant, as well as an attorney with certifications including Player Contract Advisor from the NFL Players Association and Professional Certified Marketer from the American Marketing Association. He has published two books on marketing, including his most recent, Sponsorship Strategy: Practical Approaches to Powerful Sponsorships. Ungar has worked with marquis brands on sports sponsorships and endorsements, including Bridgestone-Firestone, Coca-Cola, Disney, General Motors, Honda, Microsoft, Nissan, Pepsi, Tag-Heuer, Toyota, Sirius-XM Satellite Radio, and more. Episode HighlightsWe don’t talk about sponsorship strategy enough. Luckily Ken has a book for us to help remedy that. In Sponsorship Strategy, Ken wanted to provide tools and best practices for brands looking to grow through sponsorship. “You have to start at the customer demographic. Ask yourself, do you see your customers in the audience of XYZ event?”The biggest mistakes to avoid in sponsorship. Ken detailed some of the biggest traps in sponsorship strategy: Mismatch between sponsor and the audience. Paying so much for the sponsorship itself you don’t have anything left to leverage the sponsorship through additional supporting promotion. Not starting with the end in mind—what will success look like? How will you measure that success? Personal branding for athletes. As a sponsorship consultant to numerous professional athletes, Ken shared how these brands are developed and cultivated. “Many athletes think that the only brand they have is their performance brand—what they do on the field. That’s only part of it.” Ken shared how their work helps athletes develop their brand purpose.What brand has made Ken smile recently? “In full disclosure it’s (client) Acura,” Ken shared, detailing their recent anime short film telling a story about racing. “I kept begging them to make a feature-length movie!” Always leave the audience wanting more!To learn more and for free resources, go to chargesponsorship.com/freestuff.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

A startup marketing veteran, Radhika Dutt is the author of the new book Radical Product Thinking. Her experience has taught her that we don’t need more products—we need radical products that create change. Our conversation this week covered everything from the overuse of pivots to avoiding digital pollution.Radhika DuttRadhika Dutt is the author of Radical Product Thinking: The New Mindset for Innovating Smarter. An entrepreneur and product leader, she has participated in four acquisitions, two of which were companies that she founded. She has built products in industries including broadcasting, media, advertising technology, government, consumer, robotics, and wine.Dutt advises organizations from high-tech startups to government agencies on building radical products that create a fundamental change instead of optimizing the status quo. She also teaches entrepreneurship and innovation at Northeastern University’s D’Amore-McKim School of Business. Dutt cofounded Radical Product Thinking as a movement of leaders creating vision-driven change and is a frequent speaker at business events and conferences around the world.She graduated from MIT with a bachelor’s and master’s degrees in electrical engineering and speaks nine languages, currently learning her tenth.Episode HighlightsWhat makes a product radical? We had to start here. “A radical product is a product that creates change.” While some overuse pivots (which the market doesn’t always bear as Radhika notes), she advocates starting with a series of questions. First up? “Who’s world are we trying to change?”Avoid Hypometricemia. While we have a wealth of metrics available today, Radhika suggests marketers focus on what matters most. “Who are you optimizing for? Is it local or global?”Are you contributing to digital pollution? In Radical Product Thinking, Radhika notes that all of the products and media today add up to a lot of noise. “It’s the collateral damage to the world from our products. It’s fraying the fabric of society.”And it’s not just big tech. Because many fail to see nuance, big tech is blamed as the only digital polluter. But it’s all of us. That’s why we have to be responsible with our innovation, vision, products, and marketing.What brand has made Radhika smile recently? Radhika shared one of the coolest smiles I’ve heard in a while. “It’s probably a brand you’ve never heard of—Lijjat.” The India-based poppadum lentil cracker company is owned by 45,000 women who are all equal partners. “They’re vision-driven—they wanted to create a dignified living for themselves and other women.”To learn more, go to the Radical Product Thinking book website and connect with Radhika on LinkedIn.As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet Learn more about your ad choices. Visit megaphone.fm/adchoices

As President of Brand Keys, Robert Passikoff has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement Index, the Loyalty Leaders List, and the Sports Fan and Fashion Brand Indices. He’s also the author of Predicting Market Success, The Certainty Principle, and the upcoming Loyalty Ain’t What It Used to Be. We discussed all of this and more this week on the On Brand podcast.Robert PassikoffRobert Passikoff, Brand Key’s founder/president, is a thought leader who has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement Index, the Loyalty Leaders List, and the Sports Fan and Fashion Brand Indices.His first book, Predicting Market Success, provided a 21st-century paradigm for loyalty. His second book, The Certainty Principle, dealt with engagement in a more complex and digital marketplace. His next book, Loyalty Ain’t What It Used To Be will be released in Spring 2022.Robert’s impassioned, straight-shooting, and profitability-correlated perspectives are reflected by the fact that New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.” He is the recipient of an Ogilvy Gold, an ANA Beacon Award, and has been honored twice by The Advertising Research Foundation with their Research Innovator award.Episode HighlightsCelebrating the 25th anniversary of the Customer Loyalty Engagement Index with a loyalty hall of fame. “The 25th anniversary of the CLEI seemed an appropriate time to recognize brands consumers have consecutively rated #1 for loyalty,” Robert shared, “A testament to these brands’ abilities to meet customers’ expectations and generate emotional engagement over sustained periods of time.” Brands rated #1 for a decade or more: Discover (credit cards) – 25 years Avis (car rental) – 23 years Google (search engine) – 22 years Netflix (streaming) – 20 years Domino's (Pizza) – 18 years Dunkin' (Out-of-Home Coffee) – 16 years Konica Minolta (MFP Office Copiers) – 15 years Hyundai (Automobiles) – 13 years AT&T Wireless (Wireless) – 13 years Amazon Kindle (E-Reader) – 12 years Amazon.com (Retail: Online) – 11 years Home Depot (Retail: Home Improvement) – 10 years The Rule of Six. “Increase brand loyalty and customers are six times more likely to engage with you, buy you, and buy again. They’ll pay more attention to your marketing efforts and your advertising,” notes Robert.This rule has big implications for brands grappling with COVID challenges. “In light of the pandemic, perhaps most importantly, consumers are six times more likely to give brands the benefit of the doubt in uncertain circumstances. Like product shortages, supply-chain SNAFUs, and even price increases.”What brand has made Robert smile recently? Robert pointed us to the recent AppleTV+ ad starring Jon Hamm pining for his own prestige drama on the network with all of the other celebrities. “This not only made me smile, I'd give it a gold star,” said Robert.To learn more, visit the Brand Keys website. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

As Co-Founder & CEO of creative agency Mekanism, Jason Harris knows a thing or two about building brands. His goal is to bring the idea of persuasion into the twenty-first century by exploring an approach that gets its strength not from negativity and divisiveness but from the most laudable and positive aspects of our characters. We discussed all of this and more, this week on the On Brand podcast.About Jason HarrisJason Harris is the Co-Founder & CEO of Mekanism, an award-winning creative advertising agency whose clients include Ben & Jerry’s, Peloton, OkCupid, Molson Coors, and Alaska Airlines. He’s also the author of the bestselling book The Soulful Art of Persuasion. Episode HighlightsA member of Congress, a used car salesman, and an advertising professional walk into a bar … No, it’s not a joke. But it should be. Rather, this is what led Jason to a more soulful approach to advertising. According to Gallup, those three professions are deemed most dishonest by a majority of Americans. As a less scrupulous marketer might say, “there’s got to be a better way …”“Your brand is what you tell the world you are. Your reputation is what the world tells you you are,” says Jason. “When these match, you’ve built a great brand.” When they don’t, you’ve got a problem.How can you develop a more soulful brand? Jason outlines four essential steps in his book. Brands have to be: Original with their idea and core values, Generous with their resources and heart, Empathetic capable of finding common ground, and, Soulful—of course! What brand has made Jason smile recently? McDonald’s! Jason loves their new campaign built around celebrity meals.To learn more, go check out the website for The Soulful Art of Persuasion and follow Jason on Instagram and connect with him on LinkedIn. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices