We talk about:Imagination, the agency where Katie worksExperiential vs ExperienceMessaging and experienceHow to collaborate with different creativesResearching and gaining insightsBuilding experiences for car showsFuture of retail: EverlaneThe roller coaster eperience by Google at CESMeasuring the impact of an experienceThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

In this solo episode, I walk you through some of the biggest mistakes I've made or see other people make in brand strategy. How can we spot them, avoid them and create a better, more actionable brand strategy? Have fun! Here they are: Fluff: the words in the strategy are so 'floaty' that it's hard to see what you mean. Usually a lot of 'human-centered', authentic storytelling. A lot of 'purpose' driven brands are also bsMagical unicorn thinking: because of our unique story, people will come.Unrealistic: in strategy, finding the balance between 'challenging' the client and creating something that's possible for the company is hard.A lot of strategy looks amazing on paper or in a deck, but is not possible in real life. Recognizing the internal and external restrections of a company are crucial to developing a strategNot actionable: strategy should inspire action,it should be a platform, a guiding policy for change, so go through your deck, do you see obvious areas to improve, are their steps we can take?A lot of people confuse writing a vision statement with strategy, that's not enough, how will we get there?What hurdles do we need to cross?Not validated: most of strategy is based on assumptions, actually a lot of times, your clients will have gotten where they are by assumping certain things. A startup is bascially an assumption. Yet strategy is about 'diagnose', about researching.Triangulating your data sources is key.Have a source listNot aligned: in a lot of cases, a few people are 'on board' and other people aren't, don't just let them out of the process because your clients think there will be friction, embrace that frictionpull all the stakeholders in, also the conservetaive onesa strategy will only be put in action if all objection are adressed, don't think one person will do it for you when you're goneNo clear challenge defined: just creating strategy for strategy's sake is not the right approach.Everyone needs a brand strategy: sure, but why are we adressing this now? At what stage is the company at? Why are we using an external agency? All of these things might hint at a clearer challengeif the answers are: it doesn't have to be now, it's not really that important then maybe it's not the time, because they don't actually want change, if things are going the way they should, you shouldn't be creating strategy just because you cantry to write a strategy outline: the problem - the approach - the challenges - weakness & strengths - opportunities & threatsof course this might change troughout the strategy, it's a starting hypothesis, like a scientist starting out with a belief about the world, the data and insights will either confirm, alter or deny the hypothesisThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

We talk about: Jenni Romaniuk's book: Building distinctive brand assetsJulius his work for Norwegian airlines: article the DrumJulius his websiteHow to research brand assetsDoing online surveys to measure 'fame' of a brand assetSonic branding as an important upcoming assetThe danger of changing a logoThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

We talk about:Dave Trott on Predatory thinkingBook: Al Ries & Jack Trout: Positioning, a battle for the mindBook: BrainsurfingUsing projective techniques to interview customersHappiness, the agency where Els is strategy director.Thank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

We talk about :The four levels of learning: Read - Process - Play - DoBook list herePodcast list herePodcast about restaurants: Fast forward by QSRHow education plays a roll in learning brand strategyArticle about branding vs marketingGoing beyond your bubble of knowledgeHow a brand strategy is similar to actually learning about itThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

We talk about:Tom's agency: GSD&MThe Chicken warsEmotional support chickenExperiential advertisingHow to inspire fun ideasBrands should entertainFirst & only advertisingHow to keep your client on boardThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

Topics discussed:Last weeks episode with JP HansonPositioning as an internal alignment toolThe hierarchy levels of strategy in the Rouser manifestoMarketing effectivenessOur agency: OllieThe different levels of impact of brand strategyThe difference between business and brand strategyHow you should not alter the business based on brand strategyHow we tend to look at companies success from a narrow perspectiveHow smaller companies have less layers of strategyHow a lot of 'meaning' and purpose in companies can be a placebo effectThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. If you want to subscribe, you can use the code LTB and 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

JP Hanson is the chief executive for international consultancy Rouser, a globally recognized authority on business and marketing strategy, columnist for MarketingWeek and a popular headline speaker. He has delivered keynotes at events all over the world, from Reykjavik to Mumbai and London to Dubai, always with an entertainingly no-nonsense approach. Both a marketer and a lawyer, he is known for his firm belief in critical thinking, observable evidence and complete freedom from hype.We talk about:The Rouser manifestoPositioning vs DistinctivenessLong term vs Short term brand buildingThe definition of brandingTactics vs StrategyHow to understand business strategyThe hierarchy of business, marketing and brand strategyThe Dove 'real beauty'  campaignBrand purpose as management toolThe four 'P's by KotlerPositioning as a 'timesaver' instead of a marketing toolThere is a bunch of booktips throughout the episode:How brands grow by Byron SharpBuilding Distinctive assets by Jenni RomaniukEat your greens by Wiemer Snijders Good strategy, bad strategy by Richard RumeltThe Halo effect  by Phil RosenzweigThe long and short of it by Peter Field and Les BinetThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. 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

Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes.We talk about:What is marketing? Michael's latest book: Mean people suckMichaels company: https://marketinginsidergroup.com/A tool for content research: BuzzSumoA tool for content research: Answer the publicHow today's content is all about enabling users the generate content (e.g TikTok)Consistency in content Thank you so much for listening. If you liked this episode, I would really apreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs.  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

Topics discussed: Competitor analysisThree main things to look at when listing competitors: Business, Positioning and Distinctiveness. Mapping your competitors: article on HolabriefInterbrand Best Global brand reportByron Sharp's how brands growBuilding distinctive assetsThank you so much for listening. If you liked this episode, I would really apreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. 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