In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons.Important links* John on LinkedIn* John’s new YouTube show ‘Bin Juice’ 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* 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.

In this episode, we discover the power of ‘associative attention’, a framework developed by Max Stricker and Samuel Brealey. It zooms in on the importance of not only getting attention but the right type of attention through strong association. Show notes* Associative Attention Paper & ‘Health Check’Associative Attention is a framework that helps brand owners deliver better executions (think advertising, POS material, packaging). It connects the dots between the WHAT and the HOW of attention. Brand owners need to do well in both areas and those who do can see transformational executions.You can download the full article here. It also includes a quick ‘Health Check’ you can take to start your Associative Attention journey. * Max on LinkedIn* The article with Samuel Brealey on WARC (paywall)* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.Brand strategy courseActivate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount. 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