On Brand with Nick Westergaard

“How do we make sure there’s a consistency of experience, consistency of messaging, and consistency of feeling?” These are the questions all brand builders grapple with. However, startup brands are building answers to these questions from the ground up. This week I was joined by Jonathan Wassterstrum, founder and CEO of startup brand SquareFoot. We discussed how he tackled these questions and more on this week’s episode of the On Brand podcast.About Jonathan WassterstrumSquareFoot Founder and CEO Jonathan Wasserstrum has worked for over a decade in commercial real estate. SquareFoot is a new kind of commercial real estate company that helps companies win at finding their next (and next) office, providing transparent access to inventory, brokerage services, and a flexible space offering. SquareFoot brings together technological innovation and human expertise to solve clients’ needs.Episode HighlightsWhat aspects of your story have been most important in building the brand? “It’s that surround-sound look, feel, experience,” Jonathan notes of the cohesiveness they strive for between their mobile site, app, and other brand touchpoints.How do you build customer relationships over time in real estate? Like the automotive sector, real-estate purchases are few and far between. How do you maintain top of mind and keep happy customers engaged? “That’s something we’re doing a lot of work on — the touchpoints between the leases. If we’ve done our job right, there’s a lot of white space there.”What brand has made Jonathan smile recently? “I’m a big fan of a brand called Porter Road. They’re an online butcher. Their Instagram is great. The experience was great.” And now I’m hungry for steak!To learn more, check out the SquareFoot website and connect with Jonathan 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

“Something that disruptors bring to the table is the personal relationship with the customer.” And Brand Hacks author Emmanuel Probst knows a thing or two about disruptors. With a background in academia and working with several Fortune 500 clients at Ipsos, he brings a consumer behavior focused mindset to the world of branding and marketing. We discussed all of this and more on this week’s episode of the On Brand podcast.About Emmanuel ProbstEmmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer package goods, retail, financial services, advertising agencies, and media outlets. He’s also the author of the book Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning.Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications. Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.Episode HighlightsCognitive dissonance when it comes to branding. As a fellow educator, Emmanuel remarked that the millennials that he teaches frequently note that they’re not “into brands.” And yet they use brands like Spotify constantly!Is branding different in an era where consumers don’t think brands matter? “It has to be less flashy,” Emmanuel reminds us. This made me think of a Steve Jobs quote I heard last week at MarketingProfs B2B Forum from keynote speaker Kara Swisher. Jobs had thought that marketing should be “quiet.” Emmanuel and I then discussed that Apple’s advertising and promotion has grown to be anything but quiet.Can you measure branding immediately? “Programmatic advertising creates the illusion that instant metrics are available.” It’s something you have to measure regularly over time—especially the emotional resonance with your customers.What brand has made Emmanuel smile recently? Emmanuel pointed us to a brand I’ve never heard of before — The Farmer’s Dog. “It provides meal plans for pet owners.” It promises real food for dogs that have been tested on humans first. That’s a welcome reversal!To learn more, connect with Emmanuel on LinkedIn or Instagram.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

“Getting people to change habits and try new things is an exciting challenge for any marketer.” And Jessica Jensen knows a thing or two about marketing challenges. In a career that has taken her from Yahoo to Apple to Facebook, she’s tackled some big challenges including B2B marketing, platform development, and more. As CMO of Sun Basket, she’s driving growth by building the brand and connecting with customers both online and off. We discussed all of this and more on this week’s episode of the On Brand podcast.About Jessica JensenJessica Jensen came to Sun Basket having led high-performance marketing teams at some of the world’s leading technology companies. Most recently, Jensen spent the last five years at Facebook, where as Head of Platforms, Products, and Insights, she oversaw B2B Marketing for the social media giant’s largest platforms, including Instagram and Messenger. Before working at Facebook, Jessica served as the Global Head of Product Marketing for Apple’s mobile advertising platforms and was the GM of two Yahoo! consumer businesses, Yahoo Health and Shine, which she built into the largest women’s website in the US. As CMO of Sun Basket, Jensen drives Sun Basket’s revenue growth, building an iconic brand, and creating strategic, omni-channel partnerships.Episode Highlights“Food is an intimate, personal experience.” That’s why Jessica and the Sun Basket team are working to create a full brand experience beyond the food that’s in the box.“I love our Sun Basket customers!” Jessica exclaimed. “They share their opinions early and often.” That’s better than the opposite.B2B REMINDER: After working B2B at Facebook, Jessica reminded us all, “Don’t forget that your B2B customer is a person first.” Amen.What brand has made Jessica smile recently? She mourned the loss of smile-worthy brand, Virgin America. “You felt like you were going to a dance party!” She also gave a shout-out to Patagoina for their lofty new mission statement.To learn more, go sunbasket.com or connect with Jessica 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

“Entrepreneurs have always been the voice of good.” As the author of bootstrapping bibles Duct Tape Marketing, The Referral Engine, and Duct Tape Selling, John Jantsch has also been a voice of good for many entrepreneurs. He’s brought this insight and experience to his latest book The Self-Reliant Entrepreneur, designed to help entrepreneurs feed their souls while building brands with purpose. We discussed all of this and more on this week’s episode of the On Brand podcast.About John JantschJohn Jantsch is a marketing consultant, speaker, and author of Duct Tape Marketing, The Referral Engine, Duct Tape Selling, The Commitment Engine, and SEO for Growth.His newest work, The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow Your Business taps into the wisdom of 19th-century transcendentalist literature and the author’s own 30-year entrepreneurial journey to challenge today’s entrepreneur to remain fiercely self-reliant while chasing their own version of success.Episode HighlightsHow The Self-Reliant Entrepreneur works. Inspired by Walden, Whitman, Cather, and Alcott, John worked to curated a book of daily meditations based on the self-reliant literature of the 19th century. Each daily entry ends with a challenge question to spark insight and action.My biggest question? Why 366 daily meditations? John had a simple answer. Leap year! He didn’t want those folks to feel left out without a meditation on their birthday.FREE SAMPLES. It’s not every day a business book author gets to say this but that’s exactly what John was able to do. He read us a sample of one of the book’s daily mediations.Want to learn more about how SEO can grow your brand? Check out John’s first appearance on the On Brand podcast where he talked about his book SEO for Growth.What brand has made John smile recently? “Your listeners are going to have to get into the cars and drive.” John shared why The Knotted Root, a small brewery in Colorado, makes him smile.To learn more, go to selfreliantentrepreneur.com (“I know. I’m making people spell a lot of hard-to-spell words.”) or ducttapemarketing.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

“Brands today have to create a memory.” In over 200 episodes of the On Brand podcast, we’ve had a lot of definitions of branding. However, I’m a big fan of how this week’s guest defined what we all do. Inge Overtoom is partner and operations director for BrandBase. In creating bold experiences for big brands it all comes down to creating a standout memory.About Inge OvertoomInge Overtoom has 15 years experience in project and account management across every aspect of experiential advertising. She is currently the partner and operations director of BrandBase, a creative production company based in Amsterdam renowned for big and bold brand experiences. With clients including the likes of Shell, ABN AMRO, Amsterdam Airport Schiphol, ING Bank – Inge is responsible for all operations of the BrandBase team.Inge also sits on the board for IDEA, the trade association representing the Netherlands’ most prominent live communication and event agencies.Episode HighlightsBe big. Be bold. What are most brand builders today missing? “Trying big, bold stuff.” That’s essential today and yet too many brand builders are stuck in the tools that have always been in their toolbox.Building brands, impacting society. Inge noted that today, customers are turning to brands that are aligned with doing good in society. On a recent project for Shell, Inge’s team helped create a live experience with a digital component that helped address students’ decreasing interest in science and technology.What brand has made Inge smile recently? Red Bull, “they’re such a great example of a big, bold brand and they create their own media.”To learn more, go brandbase.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

“As an entrepreneur, it’s our job to make something that wasn’t there.” And that’s exactly what New Orleans based entrepreneur Scott Wolfe did in the wake of Hurricane Katrina. With a boom in rebuilding and restoration construction, Wolfe quickly saw that it was challenging for contractors to get paid. In founding Levelset, Wolfe worked to address this head-on. We talked about the zigs and zags of startup branding and content marketing this week on the On Brand podcast.Enjoy This Episode Now Download Episode Subscribe via iTunes Subscribe via Stitcher About Scott WolfeA husband, dad, & entrepreneur in New Orleans, Scott founded Levelset to even the $1 trillion construction playing field and make payments easier, faster, and more predictable. Levelset is used by thousands of contractors and suppliers nationwide to make payments easier on billions in contract value each year. Scott is a licensed attorney who previously practiced construction law. Recognized by New Orleans City Business as an “Innovator of the Year” and part of their “Leadership in Law Hall of Fame,” Scott has been on the Silicon Bayou 100 list every year since 2014, is a winner of Idea Village & Jim Coulter’s IDEAPitch, is the ACG’s reigning Emerging Growth Company, and a Junior Achievement Rising Star.Episode Highlights“I started to double-click on that problem and it just kept getting bigger.” Scott’s journey was fascinating to listen to. Coming from a family of entrepreneurs and a lawyer by trade, Scott found himself struck by the challenges contractors and construction companies face. And that’s how Levelset was born.“Helping people is visible when you walk in the front door.” I pointed out to Scott that he mentioned helping people several times during our conversation. He confirmed that this is a big part of every aspect of their business—from an engraving about “helping customers get what their worth” to their customer-first core values.Scott posed two big questions that every brand should consider: Is your brand authentic in what you say and what you do today? And, if you went out of business today, what problems would emerge in the market place?“I can’t find the end of the well with how to create more content to help people.” Scott shared the content marketing strategy that lies at the center of Levelset’s go-to-market strategy.What brand has made Scott smile recently? Scott shared a story about connecting with executives at LegalZoom. He also talked about how helpful LegalZoom and TurboTax were as examples in the founding and growth of Levelset.To learn more, go to levelset.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

“Story doesn’t start with a 40-page deck. It starts with a founder with a vision.” And yet, there are quite a few 40-page branding decks floating around out there. This week on the podcast I was joined by Ellen Utrecht, a branding, film, and storytelling expert and founder of creative agency MikeTeeVee for a conversation about how brand stories really start.About Ellen UtrechtEllen Utrecht is an all-round film professional with +25 years of experience in both commercials as well as feature films. She got her training at one of The Netherlands most iconic creative agencies, KesselsKramer, where she was instrumental in delivering impactful commercials for brands like Diesel, Ben (t-mobile), Bavaria beer, 55DSL, and Vitra amongst many others. Ellen has a long track record of innovation in film, pioneering new and groundbreaking production approaches for clients like Philips, Heineken, Lego, DSM, and Denham. Her Dutch training in conceptual storytelling and strong execution led to a successful worldwide career in Sydney, Los Angeles, and Toronto.She is the founder of MikeTeevee which recently successfully launched the Lego The Movie campaign and Midnight Pictures responsible for successful short and feature films such as Eclair, Meeting the Other Women and Bushwack. MikeTeevee was also responsible for the widely shared non-profit anti-gun campaign “Veterans for Gun reform.”Episode HighlightsYes, that Mike TeeVee. Of course, my first question had to be if Ellen had named her shop after the character of the same name in Roald Dahl’s classic Charlie and the Chocolate Factory. Ellen confirmed this with the reminder that the character is addicted to screens and content. That’s certainly relevant to audiences today!Story + brand. We talk about storytelling a lot today but what does it really mean for brands? “Story doesn’t start with a 40-page deck. It starts with a founder with a vision. A brand that stands out in the world today has that one universal truth. That’s where the story lies.”What happens if you lose the universal truth of your brand story? “We go back to the root when we create a brand narrative for clients. This usually comes in the form of a three- to four-minute film.”What brand has made Ellen smile recently? “Supreme. It’s this 20-year old brand that’s completely reinvented itself.”To learn more, go to miketeevee.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

“Be an outlier. Play a game no one else is playing.” With success in developing both corporate marketing and political campaigns, Phillips Stutts knows how to win big. As founder of Win BIG Media and Go BIG Media he helps clients across the board do just that. Recently, he’s trained his focus on fighting his own rare, incurable disease. We talked about overcoming obstacles, innovating, and winning this week on the On Brand podcast.About Phillip StuttsPhillip Stutts is fighting a rare, incurable disease. Diagnosed in 2012 with the esophageal disease, Achalasia, he spent five years ignoring it. Frankly, he put his head in the sand, taking medications that did more harm than good, and waiting for the inevitable. Then he woke up and said no more. His mission today is to find a cure and pursue a life of constant growth and giving. And he’s making progress.Phillip is also the author of Fire Them Now: The 7 Lies Digital Marketers Sell…, an Amazon bestseller, and one of the masterminds behind the curtain of political marketing. With more than 20 years of political and marketing experience, Stutts has worked with multiple Fortune 200 companies, has over two decades of experience working on campaigns with billions of dollars in political ad spend, and contributed to over 1,200 election victories, including hundreds of U.S. House campaigns, dozens of U.S. Senate campaigns, and even three U.S. Presidential victories.He is the founder and executive chairman of Go BIG Media (a political media firm) and the founder and CEO of Win BIG Media (a corporate marketing agency). Together, these companies have won more than 41 national awards for marketing and creative content.Episode Highlights“We’re competing using the most-winning formula in the world.” With success across the domains of corporate marketing and politics, Phillip shared the five-step formula his companies Win BIG Media and Go BIG Media use: Customer research — “You have to have a deep dark understanding of your customers. It’s not just the Google Analytics.” Find alignment — “Data drives everything. Tell me why you want to run for office and why you want to win? Then find what the audience wants and look for alignment.” Build the brand — “It’s all about the brand.” But be careful. “Is it what you want or what the customer wants?” A/B test — “Not guessing. Use this to find your positive and negative advertising. Or, as we call it, ‘comparatising.’” Launch — “Finally, based on what works, launch a full-force campaign.” What brand has made Phillip smile recently? To succeed today, Phillip says you have to, “Be an outlier. Play a game no one else is playing.” That’s why the brand he chose that made him smile was Arby’s with their new “Megetable”—a vegetable made of meat! More on Arby’s “Megetable” and being an outlier. Phillip wrote about these topics recently in a piece on Medium. To learn more, go to PhillipStutts.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 we do in life is we solve what’s in front of us instead of what’s next.” That’s exactly how most brands have approached content marketing. The initial challenge was creating all of this content. So we focused on content creation. Now there’s too much content and people aren’t engaging with it. As CMO and Co-Founder of Uberflip, Randy Frisch helps marketers create engaging content experiences. He’s also the author of a new book with a NSFW title that we discuss on this week’s episode of the On Brand podcast.About Randy FrischRandy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience.This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also a host of Conex: The Content Experience Show podcast, which was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).Episode HighlightsWhy drop the F-bomb in a book title? Randy shared the story of how the title F#ck Content Marketing first came to him. “I was getting on a plane and I just read this article that cited data from Sirius Decisions that says that 70% of the content we create goes unused.” This is a sobering statistic. How do we get beyond just creating content? “The answer is moving to the definition of content experience.” Randy then walked us through the three key considerations: (1) Environment—where the content goes, (2) Structure—tagging to surface the right content at the right time, and (3) Engagement—how you personalize the experience. Making your brand style guide public. As I wrote about in my book Brand Now, I’m a big fan of the Uberflip style guide. Specifically, the fact that it’s posted publicly and it’s easy to access. In fact, you can access it here. Be sure to check out the section on brand voice as it states what traits “Uberflippers” should strive for and what traits they should avoid. Don’t take yourself too seriously. Beyond his playful book title, Randy stressed that they don’t take themselves seriously at Uberflip. Which is why you can’t miss them at trade shows. From their big pink booth to their headbands, Uberflip is all about standing out. He estimates they’ve sent out over 30,000 headbands. As Randy said, “If something’s stupid and working you should stick with it.” What brand has made Randy smile recently? Randy shared his experience with Peloton in a way that was very relevant to our conversation on the show.To learn more, check out Randy’s book F#ck Content Marketing, his personal website as well as the Uberflip site. You can also connect with him 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

“There are fifteen accepted definitions of a brand. My favorite definition is that a brand is a sum of all experiences a customer has.” As the name of the popular online platform he founded suggests, Derrick Daye is the ultimate Branding Strategy Insider. He’s worked on brand strategy for everything from EA Sports to the Statue of Liberty. We discussed all of this and more this week on the On Brand podcast.About Derrick DayeDerrick Daye has spent the past 20+ years helping organizations release the full potential of their brands. His experience is as extensive as it is diverse, encompassing the disciplines of brand strategy, advertising, sales promotion, and public relations. At The Blake Project he manages daily operations and serves in the delivery of brand stewardship services as a brand strategist and educator.Previously Derrick held rewarding leadership roles at global advertising agency leader Saatchi & Saatchi as well as at three other respected agencies. He has led the brand strategy effort for many respected brands, including Abbott, EA Sports, FootJoy, and Wyndham Hotels. In 2006 he conceptualized and launched Branding Strategy Insider to help marketing oriented leaders and professionals build strong brands. Today his vision serves 50,000+ marketers daily and is recognized by Advertising Age as the leading online resource for brand strategy and management.Episode Highlights“There are two things every brand should be thinking about — content and networks.” Derrick shared the story around the launch of Branding Strategy Insider and why it’s important to “get these ideas out into the world.”“If you’re not found, you don’t exist.” Derrick discussed the challenge agencies and brands alike face of standing out online in an increasingly noisy environment.“We’re seeing an arms race (with content).” As I frequently note here, more isn’t always better. Sometimes more is just more. “People think quantity is quality. The power of a brand lies in focus.”What about developing a brand strategy for the Statue of Liberty? “A lot of people think — why does the Statue of Liberty need help? Awareness isn’t a problem.” Derrick noted that there are 22 national monuments in the harbor that people don’t know about. Derrick worked to develop a new strategic brand positioning to address this.What brand has made Darren smile recently? “The latest campaign from Birdseye Foods for their meatless product.” It uses humor and vampires. Need we say more?To learn more, go to Branding Strategy Insider or The Blake Project. You can also connect with Derrick 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