Hey everyone! Super happy to kick off a new season with more brand-building legends and insights.In this conversation, I chat with Damian Borchok, Managing Director of Koto for the Asia Pacific region. A conversation sparked by a great article on Koto ‘s newsletter, We discussed the nuances of branding, rebranding, and brand refreshes. Damian emphasizes the importance of understanding the value of a brand and the strategic decisions behind rebranding efforts. Through various case studies, including Walmart, Burger King, Bolt, Tropicana, and Jaguar, Damian explores the complexities of brand identity, market signals for change, and the execution of branding strategies. He highlights the need for brands to evolve while maintaining their core identity and the significance of research in understanding brand equity.Takeaways* A brand refresh can be a missed opportunity if not executed boldly.* Rebranding should consider both visual identity and communication strategy.* Longevity of a brand does not guarantee its equity in the market.* Brands must align their internal culture with their branding efforts.* Research is crucial in identifying valuable brand assets.* Market shifts can signal the need for a rebrand or refresh.* Effective branding requires a long-term commitment, not just a one-time campaign.* Brands should avoid generic approaches and strive for distinctiveness.* The execution of a brand rollout is as important as the design itself.* Successful rebranding can lead to significant market advantages. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

John Lyons, a seasoned marketing expert with 25 years of experience, shares insightful strategies for brand advocacy. He dives into the critical role of brand loyalty, challenging common misconceptions and discussing innovative community engagement techniques. Lyons also explores the transition from freelance to in-house roles, emphasizing effective responsibility management. He stresses the importance of understanding consumer needs to enhance marketing strategies and advocates for quantifying brand efforts to secure leadership buy-in for investment.

Show notes* John on LinkedIn* John’s Substack and other linksSummary* John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics.* He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising."* John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions.* He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition.* John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms.* He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately.* His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth.* John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments.* He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Show notes* Adam’s agency Thinkerbell* Adam’s book: Stop listening to the customerSummary* Adam Ferrier challenges the idea of being "customer-obsessed," arguing that brands lose their identity by focusing too much on consumer needs.* He believes brands should prioritize their own values and what they stand for instead of solely catering to customer demands.* Companies like Apple and IKEA are examples of successful brands that don’t always prioritize customer convenience but stick to their vision.* Ferrier suggests that modern marketing often dilutes creativity, and strong brand leadership is essential to keep a brand distinct.* He advocates for a company-wide approach to branding, where everyone, not just the marketing department, is responsible for the brand's success. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Grace Kite, an expert in marketing effectiveness and econometrics, shares insights on maximizing marketing impact. She emphasizes the need for clear objectives in advertising to drive better outcomes. The discussion reveals how econometrics can analyze campaigns amidst various influences, helping brands make informed decisions. Grace highlights the critical role of creativity in capturing consumer attention in today's fragmented landscape. With the rise of digital tools, she explains how brands can leverage analytics and innovative strategies to enhance performance and engagement.

In this engaging discussion, brand designer Austin shares insights from his transition into brand strategy services, revealing both the potential and pitfalls he encountered. He debates whether brand strategy is often overhyped, leading to dull and trendy designs. The key takeaway? Distinctive brand assets are crucial for standing out. Austin emphasizes a more creative approach, advocating for brands that are instantly recognizable rather than getting lost in complex strategies.

Kristof De Wulf, a thought leader in brand strategy, teams up with Jan Verlinden, an expert in creative business solutions, to dissect the five key brand religions. They discuss the evolution of brands like Red Bull and explore challenging branding strategies that spark debate. The conversation highlights the vital role of emotional connections in fostering loyalty, while also addressing the complexities of influencer marketing. By focusing on authentic relationships over mere transactions, they reveal how brands can truly resonate with consumers.

Entrepreneur Jan Verlinden discusses building Belgian lemonade brand Ritchie using unique marketing tactics. Topics include brand strategy importance, unique packaging, brand consistency, and competing in a hyper-competitive market.

Bob Hoffman, an online advertising expert, delves into the problematic state of digital advertising, questioning its effectiveness and societal impacts. Topics include the importance of creativity in overcoming challenges, critique of personalized advertising, navigating brand strategy, risks of online advertising, complexities of data usage, and the decline in advertising effectiveness due to a lack of creativity.

Felicia Rosenzweig, an expert in brand architecture, discusses the importance of brand architecture in strengthening brand positioning. She focuses on Morningstar's brand architecture transformation, challenges in implementing brand architecture, and resources available for brand architecture. Learn how to align family brands with the master brand for enhanced recognition and value.