Let's talk branding

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

We talk about:The shift from Gin Lane to Pattern BrandsHow Hims, a great identity project by Gin Lane, created a certain 'style'Purposeful brands and some of the nonsense around 'why'. A funny comic showing the problem with going to high up the brand ladderThe four pillars for building your own company: Process, business, consumer, brand.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

Here's what we talked about:The concept bureauHow writing about brand strategy can help you attract the right clientsJasmine talks about 'Hims'Four Sigmatic, another brand we discussedIt's not about being better, it's about being different (read the article)The emergent story arc frameworkLooking at history to decide on the future of a brandA brand is an opinionThank 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 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

In this solo episode, I talk about brand performance. Why is it important to measure the brand performance, what do we need to measure and how? I talk about some specific tools and techniques we can use. We also look at the key performance indicators for a brand (KPI's). It's a fun ride so I hope you enjoy! Here are some important conversation points:Measuring the impact you have on an organisation is  importantMeasuring brand awareness before and after the project to benchmarkIt's our job to asses the current brand equity when doing a rebrandMeasuring the effectiveness of distinctive assets (read the book pls)An example of distinctive assets (Johny Walker) A great tool to track your brand performance: LatanaUse typeform to create your own surveysHow brand performance relates to salesThank 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 on letstalkbranding.be. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs and Latana, the first brand tracking tool to use advanced data science to ensure reliable and accurate brand insights. 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 episode, I talk with Grant Owens, Chief Strategy Officer at Critical Mass, a digital experience design agency. We talk about the future of branding, beyond brand purpose, beyond labels, even beyond brands themselves.We talk about:Brand purposeCustomer insightsDigital experiencesBrand strategyThe future of brandingHow marketeers think to much in labelsI would really apreciate a rating or review on Itunes. If you wish to get more insights on brand strategy, feel free to subscribe to my weekly newsletter on letstalkbranding.be 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 episode, I talk with a former client and entrepreneur Peter Van Praet. Peter founded 'Bavet', a successful fast-casual chain in Belgium (10 restaurants and counting). We talk about the importance of branding, how to build a brand and how creative agencies could win more clients.The importance of people: how to attract employer and keep them excitedInhouse VS outhouse creativeHow agencies can become better at serving their clientsThe importance of branding and marketingHow to keep branding freshHow a brand evolvesAs always, I would really apreciate a rating on Itunes. 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:Doing the same thing as other designers, but from very different perspectives.Being a bridge between what the company is and something like a creative team.Balance the creative and the business sides.What is branding for Koen, and what is marketing?How can you work better with marketing departments?What are good options from a client’s perspective?Important changes in the industry.How can you measure brands in a good way?Is your brand identity usable?Who are you, what can you do, and what do you want to do?What is going to change in the future?The value of a good idea: does it build a relationship with the right people?Data never tells something. You ask data, and it gives you responses.Important Quotes:“Marketing is about compromises.”“It’s not about technology or production values, it’s about relationships.”“Understanding your team is very important.”“The value is in the brief.”“Do we attract the right people easier?”“You can’t know it all.”“We’re not building the most beautiful brand, we’re building the brand that fits what we can do.”“Does it serve the purpose?“Sometimes we are misguided because of what we learned.” 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:Loyalty: how important is it as a brand strategist?The true way to build loyalty and, more importantly, your income.If you want to re-brand, you need to do it for the right reasons.Distinctiveness versus uniqueness.What is more important than adding meaning to a brand?What is your brand’s purpose?Is being small okay?Important Quotes:“Loyalty is not the holy grail of branding.”“The bigger you are, the more loyal customers you’ll have.”“Just adding meaning won’t help.”“Branding is really about repetition.”“Just having a purpose won’t get you extra sales.” 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