On Brand with Nick Westergaard

“We all need help. We all need to move people. But we’re reluctant to ask.” While it may not seem related to branding and marketing, the social sciences of motivation and influence underly everything we do. That’s why I couldn’t wait to have Heidi Grant back on the podcast. She’s the Global Director of Research and Development at the Neuroleadership Institute and the author of several books including her latest Reinforcements: How to Get People to Help You. We discussed how to move people to get involved and take action on this week’s episode of the On Brand podcast.About Heidi GrantHeidi Grant is a social psychologist who researches, writes, and speaks about the science of motivation. She is the author of Reinforcements: How to Get People to Help You. Her previous books include Succeed, Nine Things Successful People Do Differently, Focus, and The Eight Motivational Challenges. She is Global Director of Research and Development at the Neuroleadership Institute. She continues to serve as Associate Director of Columbia’s Motivation Science Center and in that capacity now teaches Executive Education courses on topics related to her books. She received her PhD in social psychology from Columbia University.Episode HighlightsWait a minute. What does social science have to do with branding? “It’s all about influence,” reminds Heidi. As marketers we have to know how to “get people to act not just in their own self interest. We’re all trying to get people to help us and to do that we have to look at how brains work.”How to ask for help. “We all need to move people. As my editor at HBR said, getting people to do things is really what management is all about. People are more likely to help than you think.”So, what are we doing wrong? If people are more likely to help than we think, what are we doing wrong? “First, we’re reluctant to ask. A lot of times we make it weird. And there are a lot of ways to make it weird.” Heidi outlined why incentives and excessive apologies (“I hate that I have to ask you this … I’m sooooo sorry …”) often backfire. Marketers take note: She also explains why tote bag giveaways don’t have the intended impact.What’s one thing we can if we want to get better at motivating people to help us? “People don’t know you need help. No one’s a mind reader. Your requests must be elicit and specific. People want to be good help givers.” For example, Heidi cites a study on why a specific appeal to “Spread the Net” (raising money for malaria nets) is stronger than a generic appeal to “Save the Children.”What brand has made Heidi smile recently? Heidi loves to laugh. She’s a fan of the GEICO George Washington ad, the Tide ads from the Super Bowl (featuring David Harbour), and, of course, The Onion’s Joe Biden articles.To learn more, go to heidigrantphd.com and check out her new book on Amazon or wherever books are sold. Learn more about your ad choices. Visit megaphone.fm/adchoices

“Everyone is so stressed out. All of the marketers I talk to. There are so many channels and so many reports to prove our existential existence!” What’s an overwhelmed marketer to do? Allen Gannett is founder and CEO of TrackMaven, a company with a left-brained marketing focus. However, he just wrote a book on cultivating creativity. Marketers can overcome today’s challenges by mastering both hemispheres and getting creative with how we organize our work. We discussed all of this and more on this week’s episode of the On Brand podcast.About Allen GannettAllen Gannett is the founder and CEO of TrackMaven, a marketing analytics platform whose clients have included Microsoft, Marriott, Saks Fifth Avenue, Home Depot, Aetna, Honda, and GE. He has been on the “30 Under 30” lists for both Inc. and Forbes. He is a contributor for FastCompany.com and has an upcoming book The Creative Curve, on how anyone can achieve moments of creative genius, coming out in June 2018 from Currency, a division of Penguin Random House. He was also once a very pitiful runner-up on Wheel of Fortune.Episode HighlightsWait. What’s that about Wheel of Fortune? Before we talked about marketing and creativity, I had to ask about Allen’s experience on Wheel of Fortune. “I was beaten by Joan from Alexandria. Never forget!” Despite hitting ‘bankrupt’ on the game twice, Allen found a path forward …“Most marketers are right brained.” With a background in Facebook performance marketing, Allen saw the opportunity to do something different with TrackMaven. “We’ll be your left brain!”Organize differently. With new channels, new features, and complex sales cycles, we have to rethink how we organize our teams around the work. “One thing that’s working really well is structuring marketing teams around personas. Say your persona is moms. You have a social person, a digital person, and a content person for that persona. We’re also seeing people organizing around funnel stages.”Creativity IS something you can nurture. Creativity is key, now more than ever. And yet, we still fall prey to the same stereotypes. “I’m not creative enough …” Allen’s new book The Creative Curve is all about debunking this myth and illustrating that creativity is a developable skill.What’s one quick creativity tip? In his interviews and research from creatives from all walks of life, Allen learned that a common theme was consumption. Creatives consume huge amounts of content. However, it’s not just any content. It’s a “huge amount of content in your narrow field. The best wine makers are obsessed with wine.”What brand has made Allen smile recently? Allen couldn’t wait to answer this question — Old Spice’s “Hand Gym.” Embedded below for your enjoyment!To learn more, go to allen.xyz and thecreativecurve.com.As We Wrap …Before we go, I want to flip the microphone around to our community …Sean Carpenter gave us a shout on Twitter for our recent episode featuring Dean Noble. Thanks for listening!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 new 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 iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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

Renowned branding and marketing expert David Aaker discusses the importance of storytelling in building brands. He explores the transition from academia to marketing research, the changing strategies and skills in modern marketing, and shares a unique flavor story experiment. Aaker emphasizes the significance of a brand's signature story and highlights successful examples like Life Boy and Dove.

"Why is our industry slow to adapt? Because the way we've done things had always worked ..." Until it didn't. While technology has changed the marketing and PR industry significantly, we're also at a cultural inflection point. People are demanding that the brands that they support take stands on social issues. Katie Kern of Media Frenzy Global discussed all of this and more on this week’s episode of the On Brand podcast.About Katie KernKatie Kern, partner and COO of Media Frenzy Global, is a passionate, award-winning marketing and communications professional who has led creative innovation and strategy for a variety of global brands and agencies for more than 15 years.Named a finalist for the Technology Association of Georgia’s Digital Marketer of the Year and awarded the City of Atlanta Phoenix Award, Katie seeks to reimagine the agency model that cultivates innovation and new ideas, in an industry that is slow to transform. At Media Frenzy Global, Katie focuses on branding, communications and marketing strategies that shape the agency’s services.In addition to actively shifting the perception of the PR and marketing profession, Katie seeks to change diversity and inclusion, constantly advocating for equal opportunities in the workplace. A respected and coveted communicator, Katie is widely mentioned in publications from CIO, PR News and MarTechExec to Spin Sucks and CEO Blog Nation. Katie’s thought-provoking insights most recently landed her a speaking role internationally at InfoPresse in Canada. She was also selected as an industry speaker at the Revolve Conference in Charleston, South Carolina.Katie studied PR and Media Studies at Augusta University and graduated with a Bachelors of Arts.Episode HighlightsDo brands have a choice? Do they have to take a stand on social issues? "Audiences demand it! Millennials are dictating this," said Katie.How can brands authentically take a stand? You have to understand your people. "You have to think beyond the focus group. We spend a lot more time meeting people where they are."What are the big challenges that brands face going global? "Global reach," offers Kern. "Brand struggle to get into other countries." What should organizations consider? Little things like payments. "A lot of companies forget that many countries aren't relying on Visa payments. Currency issues are huge."What brand has made Katie smile recently? Katie recounted Starbucks' recent handling of the incident where an employee arrested two black men. It's easy to forget that their bold response bucked many best practices in crisis communications. Instead of going quiet, they engaged. Instead of shirking responsibility, they stepped up.Definitely a great smile — especially since we don't have to boycott Starbucks in protest! A relief to caffeinated marketers everywhere!To learn more, follow Katie and Media Frenzy Global on Twitter. Learn more about your ad choices. Visit megaphone.fm/adchoices

“Every animal has a story to tell.” And we didn’t even get to them all! But we tried. This week I chatted with Dean Noble, Director of Marketing of the Santa Barbara Zoo. With a diverse background including the movie business, improv comedy, and theme parks, we discussed live events, storytelling, podcasts, Cary Grant, and more on this week’s episode of the On Brand podcast.About Dean NobleDean Noble is currently the Director of Marketing at the Santa Barbara Zoo. Dean began his career in the entertainment industry and worked in feature film development and acquisitions for ITC Entertainment in Studio City, CA. He spent 10 years with the Universal Studios Recreation Group and was part of the Grand Opening Marketing Team for the two-billion-dollar Universal Studios Japan theme park in Osaka. He was part of the PR team, marketing training team and brand-managed licensing relationships for Steven Spielberg, Arnold Schwarzenegger, Marvel Entertainment, Peanuts, and Sesame Street, among others.He has a BA in English from Pepperdine University and an MBA from California Lutheran University was privileged to teach ‘The Zoo’ class at Cal State University Channel Islands. Dean grew up in Honolulu, studied in London and Heidelberg and has circumnavigated the globe.Be sure to ask Dean about Improv-Ology the popular comedy/science evenings he hosts at the beautiful Santa Barbara Zoo and the new radio show he co-hosts, Zoological Radio, which is produced in conjunction with KCLU FM/NPR for the Central Coast.Episode HighlightsSo, how does one end up as Director of Marketing at a zoo? I had to ask! Dean’s creative background with standup comedy and show business provided a very different type of marketing training. However, given the diverse forms of content we have to create, it needed up being a perfect combination.Story books. A self-proclaimed “book worm,” Dean shared some of his favorite resources for telling brand stories including Writing for Dough, Bill Idelson’s Writing Class, and Impro by Keith Johnstone (a favorite of mine). He also mentioned another recent branding book by an author that may be familiar to listeners of the show. I think it was called Brand … Now …? Thanks for the shoutout, Dean!Branding a zoo. First, it’s important to understand that the Santa Barbara Zoo is a very different kind of zoo. Featuring open gardens and innovative animal experiences, Dean and his team have focused on providing a one-of-a-kind trip to the zoo.Cary Grant and branding? “Thousands of decisions come together to make one effect,” Dean introduced me to this quote from movie star Cary Grant which is applicable to branding as well. “That’s what a brand is!"What brand has made Dean smile recently? Dean recounted his international travels and experience with Universal Studios. Talk about smiles!To learn more, check out his podcast at zooradio.org. Learn more about your ad choices. Visit megaphone.fm/adchoices

“The CMO for a medium-sized brand is responsible for more words than the editor of a newspaper.” Words matter. And, to this very point, there are a lot of them in the crowded, digital world we find ourselves in. How can you develop a consistent yet flexible brand lexicon? Just ask strategist Al Hussain of Verbal Identity. And that’s exactly what I did on this week’s episode of the On Brand podcast.About Al HussainAl is a thought leader in where language meets behavioral science. He’s helped position great British fashion brands like Fred Perry and Belstaff; Britain’s most popular car brand, Vauxhall; and he also lead the naming team for one of the world’s greatest hotels, although it’s not open yet. He’s also a guest speaker at various conferences, most recently the Telegraph Festival of Business in London.Episode HighlightsWhere do you start with brand language? “It has to be working at every level.” Al took us through the three major categories: 10,000-foot level — the brand narrative, 1,000-foot level — the different ways of telling a story, and the ground-level – the basics of word choice and sentence length. “Language exists everywhere. The strongest brands work at all levels.”What brand’s language does Al admire? “Slack because it’s carried all the way through. Even to the language on an app update.” Words are a simple and cost-effective way to enhance any brand touchpoint — even a software update!How do you operationalize language internally? It’s a lot of work! Al and his team use a mix of workshops, mini-sites, emails, toolkits, and templates to help individuals at organizations understand how to implement the brand language in their day-to-day work.What’s one thing you can do to start thinking about your brand’s language? “Two things: First, look at the overarching thought or strategy for your brand. Then ask people to interpret that — like the forklift driver. Second, look at externals like your website and your competitors. Ask yourself, is that who we want to be?”What brand has made Al smile recently? Why is Al subscribed to an email list for a women’s clothing brand? Because fashion brand Reformation writes amazing subject lines that consistently make Al smile.To learn more, go to verbalidentity.com.As We Wrap …Before we go, I want to flip the microphone around to our community …Bill Robinson gave us a shout on Twitter after listening to our live show at SXSW. Thanks for listening, Bill!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 new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Pre-order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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

"Does your brand exist legally? The depends on what your brand is.” We only tackle the big questions on this podcast! Our guest this week isn’t a branding author, marketing strategist, or someone working in the trenches, building brands. But she helps people do just that. Jenny Odegard is a lawyer focusing on people and companies in advertising, marketing, and other creative industries. We discussed what your brand should know about the law on this week’s On Brand podcast.About Jenny OdegardJenny Odegard started Odegard Law with the goal of being an advocate for the creative class in New York, which she sees as being neglected by the larger legal industry. She began working with freelancer friends and independent agencies, growing the practice to represent people and companies in marketing, advertising, production, designers of every variety, makers of beautiful objects, the fashion industry, and many more. Jenny has helped take companies from an idea over a beer to flourishing businesses by establishing new companies, creating contracts systems, working with vendors, talent, and employees, resolving disputes and handling negotiations, and protecting intellectual property rights.Before starting the firm, the best job Jenny had ever had was as the editor-in-chief of her university’s arts weekly. In the intervening years, she's looked for roles that could be as creative and challenging as that one, leading her to work in politics, policy, nonprofits, public relations, and eventually to attending law school. During law school, Jenny focused on alternative dispute resolution and business law. After graduation, she spent two years on the social content team at a legal marketing firm before starting this business.In addition to her work as a lawyer, she also writes for various publications including Forbes and serves on the New York City Bar Association’s Committee on Professional Ethics. Presently, she lives in Williamsburg with her dog Lucy, who can be found in her office most days. She likes to drink a lot of coffee, make spreadsheets, and ponder the finer points of post-modernist thought.Episode HighlightsHow does one end up as a lawyer for creatives? “My dad was a musician so I come by it naturally. And that’s also something I love about being in New York. I was amazed when I found this need in the market.”[INSERT BAD LAWYER JOKE HERE] Look, no one looks forward to talking to a lawyer. But they should! “People underestimate how much you work with a lawyer. How much time you spend with them.” That’s why Jenny has focused her practice on building authentic, engaging relationships with her clients.When do brand builders commonly engage legal support? Jenny discussed a few key points of entry: (1) When they set up their entity, (2) When the register a trademark, (3) When they need an audit, and (4) When they have intellectual property they want to protect. Speaking of IP …How has intellectual property protection changed in the digital age? “Everyone has great ideas and they share them online. Then they’re getting picked up and it’s not long before some brand will monetize that.” Jenny shared a story about someone tweeting after seeing a photo of Lupita Nyong'o and Rihanna at Fashion Week that they should be in a heist movie. This “Twitter pitch” took off — without the originator of the idea’s involvement!And, finally, does your brand exist legally? “That depends on what your brand is. Is it a visual identity? A set of services? What’s tangible about your brand?"What brand has made Jenny smile recently? Jenny loves the Wing, a women-only co-working space in New York. She’s also inspired by how Spotify engages their customers with time capsules and other touchpoints.To learn more, go to odegardlaw.nyc or follow the firm on Twitter. Learn more about your ad choices. Visit megaphone.fm/adchoices

“Experience is the residue brands leave with people after the product’s gone.” Justin Wartell of Monocle knows a thing or two about brand experience. In working with brands as diverse as FedEx, Quiznos, Mass General, and the Denver Broncos, this brand builder knows that it all comes down to answering the big questions like “Why do we do that?” We discussed brand education, experience, and more on this on this week’s episode of the On Brand podcast. Enjoy This Episode Now Download Episode Subscribe via iTunes Subscribe via Stitcher About Justin WartellWith more than 10 years building hard-working brands, Justin Wartell is the “Why do we do that?” person—asking questions that encourage clients to think differently about how brands are built and managed. Justin’s expertise is in insights, analytics, strategy and experience, and he’s done extensive work around the world in mapping experience journeys. He spends most of his time helping clients’ brands to work harder while leading key practice areas at Monigle.Justin’s experience is deep in health care but goes beyond; brands he’s helped build include Northwell Health, UCHealth, the Denver Broncos, Adventist Health, FedEx, Partners HealthCare, Sherwin Williams, Massachusetts General Hospital, One Main Financial, The New England Journal of Medicine, Quiznos, and Tenet Healthcare. Prior to Monigle, Justin led Interbrand’s retail and consumer branding business, the second-largest office in Interbrand’s global network.Episode HighlightsThe brand sophistication spectrum. When working with new clients, Justin starts by testing out the answers to some critical questions. (1) Do these organizations use the ‘b-word’? (2) Do we have a clearly defined understanding of brand? (3) Is there clarity across the organization?Brand experience is vast. How do you get your arms around it? Once again, it comes down to definition and shared understanding. “We have to have a shared definition. It’s the residue brands leave with people after the product’s gone. You can buy detergent at Whole Foods, Walmart, and Target but the experience is different for each.”The role of brand education. Branding is hard. And the work doesn’t stop once you launch a new initiative. That’s why you have to consider brand education. Brands have to consider why this is necessary and provide people with avenues for sharing and connecting with the brand in their work.How do you brand the Denver Broncos? Echoing what the Minnesota Vikings’ Steve LaCroix said when he was on the On Brand podcast, Justin said you have to make the brand real for all of the fans who never set foot in the stadium. “How can you propel the energy around the brand? Really, the Broncos brand brings people together — it’s that community-first mindset.”What brand has made Justin smile recently? As a busy brand builder who spends a lot of time on planes and in airports, Justin is always looking for special brands to take home to his family. He shared a story about a remarkable interaction with a Lush Cosmetics employee at the airport in London. Lush — if you’re listening, we’d love to have someone on the On Brand podcast!To learn more, go to monigle. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week’s Social Sound Bite — recorded live at the KXIC studios in Iowa City — Jerry and I discussed how Starbucks is using a recent in-store crisis as an opportunity to step up their employee-training efforts. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week’s show.Beyond the Sound Bite Starbucks to close all U.S. stores for an afternoon of racial-bias training (Mashable). Remember, the Social Sound Bite is just the appetizer! On Mondays, we serve up a fresh new episode of the On Brand podcast. This podcast is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Pre-order now and get special digital extras. Learn more. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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, see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“The confused mind doesn’t buy.” As a psychology major — I know enough to be dangerous — I couldn’t wait to talk with Kaye Putnam. A psychology-driven brand strategist, she works with entrepreneurs from startup to high-growth. Creating a standout brand is harder than ever today. Brand builders need to understand how to appeal to customers’ hearts and minds. We discussed brand archetypes and critical questions on this week’s episode of the On Brand podcast presented by Twenty20.About Kaye PutnamKaye Putnam is a psychology-driven brand strategist for entrepreneurs. Through work with hundreds of clients from global brands to solo business owners, she developed The Clarity Code. She believes in pursuing audacious dreams and that there is genius that lives inside every entrepreneur. When you have a clear brand, your clients love, respect, and are willing to pay premium prices for your work. It gives you the clarity and confidence to scale your impact and income.She works with students in her Brand New Brand incubation program and with clients 1-on-1. When she’s not transforming brands, she’s exploring the world with her husband and two little ones. They love eating their way across their home of Naples, Italy.Episode HighlightsThe biggest misconception about branding. “There’s a big misconception with entrepreneurs about branding. They think it equals design. But it’s so much more than that …”“Your brand is what believe about you — it’s your heart and soul.” With this strong definition, it’s surprising that so many create boring brands that don’t stand out. As Kaye cautions, “The confused mind doesn’t buy.” The answer?Embrace the 12 brand archetypes. Archetypes have been key story elements since Plato. If you look at some of the strongest brands today, they have found a way to build on established archetypes. Apple is “the magician.” Harley Davidson is “the rebel.” When brands do this, they get the added meaning from the archetypes consistent use over time. We know what a rebel does. If we know Harley Davidson is a rebel, we intrinsically know more about the brand.Three key questions to ask. “I always like to ask three questions when working with a new client. (1) What is your brand utopia? What are you working toward? (2) What do you believe? And, finally, (3) What is the flip side? Who are your brand enemies?”But it’s not enough to just ask these questions. “You have to document them so others know how to be the brand.” This is especially valuable as your brand grows over time.What brand has made Kaye smile recently? “This morning when I was going to the bathroom …” is always a fun way to start a story! And what did Kaye find in her friend’s bathroom? Poo~Pourri. An innovative, standout brand if ever there was one. Listen to Poo~Pourri Founder Suzy Batiz’s episode of the On Brand podcast.To learn more, go to kayeputnam.com and take her brand archetype quiz!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.Thanks again to our sponsor Twenty20. Your source for on brand photography for your brand. You can get five photos with Twenty20’s one-week free trial at Twenty20.com/OnBrand. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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