Let's talk branding

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

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 letstalkbranding.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 letstalkbranding.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 letstalkbranding.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 letstalkbranding.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.

AI's rise and impact on branding, importance of authenticity, embrace absurdity in marketing, playfulness stands out, future trends: personal branding growth, digital experiences, unique marketing paths

Haris, the creator of the purple, chef-hat-wearing monster mascot, Calvin Cooks, discusses the impact of AI in mascot creation, the use of AI tools like Midjourney and Dali, and the power of mascots in B2B marketing. They also explore the future of AI in branding and marketing.

Summary* 📈 David Taylor discusses distinctive brand assets: their importance in branding and the gap between understanding their value and effectively managing them.* 🌎 Taylor's experience: Over 22 years with The Brand Gym, helping brands from banking to biscuits grow, and running the Brand Gym Academy for training.* 📊 Research insights: Despite unanimous agreement on the importance of brand assets, only 15% are truly distinctive, revealing an 'implementation gap.'* 🛠️ Challenges in brand asset management: Subjectivity in decisions, an obsession with novelty, and difficulties in amplifying assets across channels.* 🚀 Strategies for success: Importance of cross-agency collaboration, brand archaeology, and leveraging underutilized assets like sonic branding and mascots for brand growth.Important links* The paper we discussed* David on LinkedIn Learn more about brand strategyActivate 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