Let's talk branding

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 labmarcel.substack.com

Gwen Lafage, a leader in brand marketing for a large B2B tech company, discusses the challenges of convincing business leaders about the importance of brand, crafting brand marketing strategy, evolution of messaging for tech companies, and the impact of AI on brand and content marketers.

Show notes* The multiplayer brand slidedeck* Zoe on LinkedIn* 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 labmarcel.substack.com

Show notes:* Article on Brand difference and pricing power* Dom Boyd on LinkedIn* BrandZ index* 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 labmarcel.substack.com

How brands can create an unfair creative advantage.Show notes* Discover the full paper here.* Dan Salkey on LinkedIn.* 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 labmarcel.substack.com

Show notes* Professor Pauwels on LinkedIn* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides hereBrand 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 labmarcel.substack.com

Bart De Waele, an expert in the agency landscape and client relationships, shares valuable insights on navigating the modern marketing world. He emphasizes the importance of understanding client issues deeply, balancing digital and branding strategies effectively. Bart discusses the rise of new platforms like TikTok and augmented reality, advocating for a blend of innovation and fundamental marketing principles. He reflects on his journey from founding a digital agency to embracing change in branding, encouraging marketers to experiment and adapt in an evolving environment.