On Brand with Nick Westergaard

“Your feet take you on these adventures. You should have quality flip flops that you keep for a long time. That really became our core story.” That spark of an idea led Jeremy Stewart and his wife to found premium flip-flop brand Hari-Mari. In doing so, they essentially created a new market that involved changing behavior around what we put on our feet in warm weather. He took some time to share the story of founding the company and building the brand this week on the On Brand podcast.About Jeremy StewartJeremy is the founder of Hari Mari flip flops – a Dallas-based sandal brand he launched in 2012 with his wife, Lila. The idea for Hari Mari was born out of the couple’s time spent living in Indonesia, where they were consistently disappointed with their flip flops – marked by painful break-in periods and the same iterations of black and brown color options. Moving back to the States, they doubled down on their unhealthy obsession with fixing these issues, Hari Mari, and combining color & comfort in a premium flip flop! The Stewarts married this new footwear venture with their passion for helping kids, donating a portion of Hari Mari’s sales to support children battling cancer. They call it Flops Fighting Cancer. Hari Mari has since grown its footprint to include some 1500 retail stores covering 50 U.S. States, Mexico, Japan, Canada, and the Bahamas, in addition to the brand’s own site, HariMari.com.Episode HighlightsStart with scrappy market research. As you know, I’m a fan of scrappy marketing. However, until talking with Jeremy, I’d never heard of scrappy market research. When he was struck by the idea of creating premium flip flops, he invited interested parties to a focus group moderated by his friend in exchange for some free pizza. The result? Great intel and a solid start.“Flipping the script.” With Hari Mari, everything is different. Compared to the rest of the category, the product is different. “We started with the pain point — the toe post.” That’s the annoying piece of plastic that turns most people off of flip flips entirely. Jeremy knew they had to do something different, so they brought in the designer from sandal brand Teva to develop something completely different and exceptionally comfortable.Fixing the problem. “We had to talk about the problem first,” says Jeremy. But once you address this challenge you have a standout product. “People are willing to pay more for quality and for something that doesn’t end up in a landfill.”What brand has made Jeremy smile recently? Jeremy shared a few other entrepreneurial Texas fashion brands that make him smile including Criquet Shirts and Howler Brothers both located in Austin.To learn more, go to HariMari.com.As We Wrap …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 sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“Bad writing can undermine everything you’re trying to do.” As someone who started out as a marketing copywriter and who still spends a lot of time today teaching business writing and writing books, I couldn’t wait to talk to copywriting and web writing expert Nick Usborne about how the words we use help us build better brands. We discussed this and much more this week on the On Brand podcast.About Nick UsborneNick Usborne is an online copywriter and trainer who wrote his first website in 1995. When his book, Net Words, was published by McGraw-Hill in 2002, it was one of the very first to address the new profession of writing for the web. After writing web copy for nearly two decades, Nick began teaching companies and organizations how to write better websites. A few years later, he began converting his corporate training materials into courses and programs for freelance writers and copywriters. Today, Nick continues to immerse himself in teaching the craft of conversational copywriting.Having worked with clients like Citibank, Apple, Reuters, WebEx, and New York Times, Nick has seen it all in the world of copywriting — and he knows what works. He’s earned 15 awards in direct response marketing — both in Europe and North America — and he’s worked as an advisor and consultant to various startups — primarily in online consumer product sales. He’s spoken at numerous online marketing conferences, as well as conducted in-house seminars and training sessions for companies like Yahoo!, Novartis Pharma, John Deere, Walt Disney Attractions, and more.Nick lives in Montreal, Quebec, Canada, where he’s not always sitting in front of a keyboard. When he’s not working, and if the weather is being kind, he can often be seen enjoying the outdoors via kayak or bike. In the winter he’s out on his cross-country skis most days.Episode Highlights“A lot of writing is unnecessarily clever.” Especially in marketing. Nick notes that when you make your marketing copy too complex and clever, you put distance between your brand and your customer. “Customers connect with brands that sound accessible.”Why is clear and concise writing so hard? “We’ve had it educated out of us in grammar school, university, and god help you if you’ve been to a business school. You end up writing in a way no one can understand.”How has writing for the web changed brand building? “Before, companies had more control of the brand,” says Nick. “Today the brand is the experience people have with the brand.” But, because of the web, we can also listen to our customers more than we could before.What brand has made Nick smile recently? Nick shared the story of Ernest Packaging Solutions. In spite of their use of the word ‘solutions’ (“It should be banned in marketing other than for chemical companies”), the company makes their customers smile by making unconventional things like surfboards out of cardboard boxes. If a cardboard box company can make their customers smile, you can too!To learn more, check out the special page Nick made for listeners of the show at conversationalcopywriting.com/onbrand.Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“Marketing is your ability to attract and keep customers. Most confuse the definition of marketing with the definition of advertising.” This week on the On Brand podcast, I chatted with Wayne Mullins, Founder of Ugly Mug Marketing. We talked about how to avoid checklist marketing (a favorite topic of mine), investing in the right end of the customer experience, and the role of social media today. Enjoy!About Wayne MullinsWayne Mullins is the Founder of Ugly Mug Marketing, and a highly sought- after marketing consultant, regularly having to turn clients away. He directly influences more than one hundred thousand entrepreneurs annually via his blog, books, and training programs. While making his clients more profitable is an easy motivator, Wayne is also driven by creating value for his clients beyond just the dollars and cents. He is passionate about building a team that isn’t focused on checking off items on to-do lists and completing projects, but instead, on getting results for their clients.Episode HighlightsWayne recommends one question for reconsidering your marketing in the new year. “Ask yourself what percentage of your budget is attraction versus what percentage is spent on keeping your customers and exceeding expectations.”The trouble with social media today. “Wall Street,” Wayne quipped. He’s not wrong. Because of the focus on generating revenue, most of these networks have focused increasingly on pay-to-play advertising. This, in turn, can set marketers down the wrong path …“Most show up and throw up,” Wayne says of most marketers on social media. They’re sharing things but they aren’t really getting conversational when someone comments. This, again, gets us back to attraction versus retention and relationship building.What brand has made Wayne smile recently? As the father of five kids, I know that car travel can get tricky. Especially when everyone gets hungry. Wayne told a story about returning from the holidays and driving through a Wendy’s where he and his family were greeted with exceptional customer experience. Talk about investing in something that keeps customers!To learn more, go to uglymugmarketing.com.As We Wrap …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 sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“The secret sauce of brands is purpose.” In a career that’s taken her from wrangling brands at Wieden+Kennedy to launching her own successful global PR shop, futurefactor, Kerrie Finch has spent her career helping brands share their stories with the world. We discussed all of this and more on this week’s episode of the On Brand podcast.About Kerrie FinchPrior to founding futurefactor (formerly FinchFactor) in 2009, Kerrie Finch was PR Director at Wieden+Kennedy. There she wrangled brands such as Nike and Heineken, Coca-Cola and Electronic Arts. Kerrie has been voted into Adformatie magazine’s top ten industry influencers for the past three years. As Founding Partner & President of futurefactor, Kerrie continues to drive change in the industry, while advancing her work as the Netherlands representative for the Cannes Lions International Festival of Creativity, board member of the ADCN, advisory board member of IncludeNow, and the founder of SheSays Amsterdam.Episode HighlightsKerrie Finch, Professional Brand Wrangler. As Kerrie jokingly noted at the top of the show, working with big brands can be “a bit like herding kittens.”What’s changed in the decade since Kerrie founded futurefactor? “Social media is here to stay.” But what does that mean? First, Kerrie notes that brands are “always on” and “being watched.” And not everyone is ready for the authenticity this requires.“We’re awash with channels.” It’s not just about perfectly crafting the right message for the right audience. It’s also about finding the right place for that message to go. “We work to add positive value to the conversation for our clients.”What brand has made Kerrie smile recently? “Believe it or not, Peloton.” In the wake of their awkward holiday ad, Kerrie broke down why this brand will probably be back in the New Year. “They have fans. They have a community.”To learn more, go to futurefactor.com.As We Wrap …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 sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

What do the Grateful Dead and Harry Potter have in common? Both have huge fandoms that include author David Meerman Scott and his daughter Reiko Scott respectively. “Our thesis was this—are the lessons of fandom relevant to brands?” While most fathers and daughters would use this as a jumping-off point for stimulating after-dinner conversation, the Scotts used it as a jumping-off point in writing a book together — Fanocracy. David joined me for a discussion of this on the first On Brand podcast of 2020. Enjoy! About David Meerman Scott David is an internationally acclaimed business growth strategist, entrepreneur, advisor to emerging companies, and public speaker. He is the author of 10 previous books including The New Rules of Marketing & PR (now in its sixth edition and in twenty-nine languages) and Marketing Lessons from the Grateful Dead. He travels around the world to surf and hear great live music.  Episode HighlightsWhy Fanocracy? “Democracies are ruled by the people. With fanocracies, the fans rule.”  Fandom by the numbers. David has been to 780 live music shows (and counting). Reiko once wrote a 90,000 alternate ending to the Harry Potter series. Serious fans put up serious numbers. Can brands harness this passion? Absolutely. “Passion is infectious. It doesn’t matter what it is about.” David shared stories about government agencies with passionate fans scattered across the globe (NASA) and a dentist who makes his own passion for skateboards part of his brand’s passion by sharing his fandom on Instagram for potential customers to see. “Oh, I’m just a … (insert excuse here).” David hears this response from businesses a lot. However, brands like Hagerty Insurance debunk this myth by building brands with passionate fandoms. Get closer than usual. There are nine steps David and Reiko share to building a fanocracy. I asked him to share one of them. He chose one supported by neuroscience. “We’re hardwired to be a part of a tribe. It’s a survival instinct.” David discussed the power of being within 20 feet of someone and how we can recreate that experience as brands with closeup (literally close-cropped) photos and video. What brand has made David smile recently? “I smile every time I think about Grain Surfboards.” David shared his love of the brand that lets customers/fans make wooden surfboards. To learn more, go to davidmeermanscott.com and fanocracy.com Learn more about your ad choices. Visit megaphone.fm/adchoices

“We're the BASF of brand story. We don't make it but we bring it life.” This analogy perfectly captures the inflection point where Christopher Wallace has built his business. InnerView helps marketing teams take the brand from the boardroom to the customers on the front line. This isn't as easy as it might sound at first. We discussed all of this and more on this week’s episode of the On Brand podcast.Christopher WallaceChristopher Wallace is the Co-Founder and President of InnerView which is a marketing consulting firm that helps companies align their brand and product strategies with their customer-facing representatives.Prior to InnerView, Mr. Wallace has had previous success as an entrepreneur in the sales consulting and coaching space. He has nearly 20 years of experience in sales, marketing, and corporate leadership. Chris’s primary professional focus is to help companies better align the strategies of the board room with their customer experience.Episode Highlights“We're professional translators. We take what marketing is doing and deliver it to the customer.” InnerView has staked out an interesting position in the critical space between marketing who develops the brand strategy and sales and customer service who brings it to life.“People are recognizing that this is something you have to get out ahead of.” I asked Christopher if InnerView was called in earlier in a brand launch or after a less than successful launch. He noted that previously, they were brought in more to clean things up. Lately, marketers have been proactively reaching out to them. “Marketers are recognizing that this is something you don't want to fall down on.”What brand has made Christopher smile recently? Recently he and his team were in Atlanta and used the Fairfield Inn near the airport as their base of operations. He had nothing but raves about the staff and experience. It also perfectly illustrated everything we'd talked about during the interview about brands being aligned from top to bottom.To learn more, go InnerViewGroup.com and connect with Christopher on LinkedIn.As We Wrap …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 sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“You don’t want your brand name to be tame. You can’t afford to be tame!” As the verbal identity expert behind names for brands ranging from frozen yogurt to Burger King, Alexandra Watkins knows how to develop names that make people smile—and we talk about that a lot on the On Brand podcast. She’s also the author of the newly revised Hello, My Name is Awesome. We discussed all of this and more on this week’s episode of the On Brand podcast.Alexandra WatkinsAlexandra Watkins is a recognized expert on brand names with buzz. She the founder and Chief Executive Boss Lady of Eat My Words, a boutique firm that specializes in creating brand names that make people smile instead of scratch their heads. Her name hall of fame includes Burger King's Mac 'n Cheetos, the Neato Robotic Vacuum, Spoon Me frozen yogurt, the Church of Cupcakes, a Spanish language school named Gringo Lingo, and a San Francisco nail salon named Hand Job.Alexandra is the author of the newly revised creativity book, Hello, My Name is Awesome: How To Create Brand Names That Stick. Awesome was named a Top 10 Marketing Book by Inc. and most recently, a Top 10 Branding Book by The Branding Journal. This week her book was shortlisted for a 2019 OWL (Outstanding Works of Literature) Award in the Sales & Marketing Category.Alexandra lives in San Diego in a pink Barbie Dream House. She has commandeered the pool house as her office and can often be found chained to her desk, which is shaped like a purple Easter egg.Episode HighlightsAlexandra’s SMILE acronym helps people develop sticky brand names. Your brand name should be … “Suggestive–evokes something about your brand. Memorable–makes an association with the familiar. Imagery–aids memory through evocative visuals. Legs–lends itself to a theme for extended mileage. Emotional–moves people. If your name captures all five of these qualities, you’re ahead of the curve.”Likewise, her SCRATCH acronym describes the seven deadly sins in naming a company or product. What should you avoid in your brand naming? “Spelling challenged–looks like a typo. Copycat–resembles competitors’ names. Restrictive–limits future growth. Annoying–seems forced, frustrates customers. Tame–feels flat, descriptive, uninspired. Curse of knowledge–speaks only to insiders. Hard to pronounce–confuses and distances customers. An easy way to think about it is, if it makes people scratch their heads, you should scratch it off the list.”5 Awesome Company Names Pinterest — clever mashup, easy to understand, spell and pronounce 23andMe — a fun nod to DNA, personal connection Tesla - a nod to inventor Nicola Tesla, works for every business they are in Amazon — strong metaphor, everything they do fits under it DoorDash — descriptive yet fun, nice alliteration 5 Bad Company Names Flickr — I'd like to buy a vowel please Trivago — forced mashup (trip + vacation + go) Rakuten — says nothing about “cash back” (there are even TV ads devoted to mispronunciation of the name) Postmates — “post” implies mail as opposed to fast door-to-door delivery Casper — disconnect with mattress comfort and sleep What brand has made Alexandra smile recently? Alexandra pointed to Jimmy Buffet's Latitude Margaritaville as an example of a retirement community with an immersive, engaging brand naming system.To learn more, go to eatmywords.com to find an interactive SMILE and SCRATCH test for your brand name. You can also connect with Alexandra on LinkedIn.Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“The constant today is still that the consumer is at the heart of everything.” In a career spanning big brands and early-stage companies, Aimee Irwin has been at the forefront of strategic marketing and advertising. Despite the fact that big data is bigger than ever before, it’s nothing without the ability to effectively manage it and create meaningful connections with customers. We discussed all of this and more on this week’s episode of the On Brand podcast.About Aimee IrwinAimee Irwin serves as VP of Strategy at Experian Marketing Services. Aimee is a skilled strategy and corporate development executive with deep experience in digital marketing and advertising and track record of success in developing and building profitable new digital and mobile businesses at both early-stage and public companies. Aimee led strategic partnerships and strategic initiatives for Nielsen’s Marketing Cloud where she negotiated and managed strategic data and identity management partnerships supporting Nielsen’s data targeting and marketing effectiveness businesses.Aimee also served as SVP of Strategy and Partnerships at Verve Mobile, a leading location-based mobile advertising platform. At Verve, Aimee developed and led Verve’s mobile application business and inventory partnerships with hundreds of media companies. Prior to Verve, Aimee was VP of Strategy and Corporate Development at AOL, where she was responsible for strategic planning, mergers and acquisitions, and strategic partnerships for AOL’s advertising businesses. Previously, Aimee held executive positions at several successful internet and mobile companies including: Lightningcast, an Internet video advertising company now part of AOL, Leap Wireless, a large U.S. wireless carrier and Backwire, an internet and mobile marketing company acquired by Leap. Aimee started her career in consulting with KPMG and Bain and Company. Aimee has a BS from Georgetown University and an MBA from Kellogg.Episode HighlightsThe constant in marketing today? Drawing on her experiences working for both big brands like Experian and AOL and emerging companies, Aimee shared her thoughts on the one constant in spite of all of the big data: “The consumer is at the heart of everything.” We can build on this further with the new data we have at our fingertips.“With mobile, the opportunity is huge.” While mobile has been on the marketing checklist for decades now, the opportunities have gotten richer with the evolution of both consumer data and smartphone technology. Aimee shared examples such as loyalty and advanced tools that help enrich brands' relationships with their consumers.What’s an example of a branding win driven by big data? As a frequent traveler, Aimee spends a lot of time on the Marriott-Bonvoy app. The data based on her travels allows them to share highly relevant mobile messages with her as she’s on the go.What brand has made Aimee smile recently? She shared her experiences with the salad brand Sweetgreen, and how they communicate with her in an authentic, transparent way.To learn more, go to Audiences@Experian. Learn more about your ad choices. Visit megaphone.fm/adchoices

“It’s the simple things that I think people overlook because they’re trying to be so complicated or complex.” Beth Trejo is a force. As CEO and Founder of Chatterkick, she works to infuse the world of social media and digital marketing with a human spark. We discussed all of this and more on this week’s episode of the On Brand podcast.About Beth TrejoBeth Trejo is the leader, mentor, torchbearer, innovator, founder and CEO of Chatterkick. As a trailblazing entrepreneur, Beth loves to take risks and starting Chatterkick in 2012 was her biggest one yet. Defying the odds of successful female-founded start-ups, Beth not only prevailed, she grew her company with a predominantly female staff. Beth started her social media agency with a lot of goals in mind, like redefining how businesses connect with people and providing a human connection in the digital world.But she also had a deliberate goal to advance the role of women in the tech industry and enhance the potential of Siouxland women in order to create real change in the community. Beth locally mentors women and non-profits because she believes that high tech offers a fulfilling and unique career – and she launched a podcast in order to connect female leaders across the state of Iowa. She incorporates her passion for the digital landscape and social media into nearly every role she has known, from her craft as an entrepreneur and local business advocate to her calling as a wife and mom of two tech-savvy kids. She is kind, she is generous and she is a force.Episode Highlights“Everyone’s looking for things they don’t have.” Beth drew on her experience working with clients of all shapes and sizes to discuss this somewhat universal need. “Small businesses are looking to compete with big businesses, big businesses are looking to have that personal connection.”How can you create a more human connection in your digital marketing? Beth talked a lot about the power of podcasting, which creates a close connection with your audience. “People want that feeling—that human connection.”The key to chatbots is … copywriting? Beth made a strong case for why successful integration of AI and chatbots is dependent on effective copywriting skills. “Copywriting or even just using an emoji. It’s the simple things that I think people overlook because they’re trying to be so complicated or complex. Make sure you can communicate in all forms—especially writing.”What brand has made Beth smile recently? For her smile, Beth pointed us to the innovative scroll-stopping ads she gets from Promo.com.To learn more, go to chatterkick.com, check out their podcasts, or email Beth now.As We Wrap …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 sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“Collaboration is the next phase of marketing.” And Vlad Calus knows a thing or two about collaboration. A serial entrepreneur, Vlad’s latest venture is as co-founder of Planable, a social media management tool built around the need for greater collaboration among internal and external marketing teams. We discussed all of this and more on this week’s episode of the On Brand podcast.About Vlad CalusVlad Calus is the co-founder @ Planable, the command center of social media collaboration for marketing teams, digital agencies and freelancers to collaborate with their teammates & clients on content calendar in the most visual way. Planable is used by more than 5000 brands worldwide, including Mini, BMW, Volkswagen, SkyTeam, Wendy’s and many others.Vlad founded two non-profits at the age of 16, then dropped out of college, moved to another country with two 2 his friends, built Planable (Techstars London ’17) at 19 y.o and became an honoree Forbes 30 Under 30 at 22 y.o. And he’s been featured as a guest writer & marketer by multiple publications including Social Media Examiner, Entrepreneur, WeRSM, Freshdesk, Subsign, Digital Agency Network and many others.Episode HighlightsHow did Vlad and his partners develop the idea for Planable? “All of us worked in digital agencies before. We were creating spreadsheets and Google Docs. It was so frustrating.” In search of a better tool, they ended up creating one in Planable.How does founding a nonprofit relate to founding a tech startup? It’s all connected and collaborative. “I wanted to solve problems.” This throughline is a part of every aspect of Vlad’s work.What brand has made Vlad smile recently? Vlad pointed to the accelerator Techstars. Specifically, he noted that he was partnering with them to write a new book. “I never thought of myself as an author.” But he does now and that brings a smile to his face.To learn more, check out the Planabale website and connect with Vlad on LinkedIn.As We Wrap …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 sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices