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

We talk about:Byron’s book: How Brands GrowIf it’s not about positioning, then what should you be doing as a strategist?How can you build a loyal customer base?Small brands VS. big brands.How do you push through and become a brand people recognize?How do you become distinctive?What are the reasons for a re-brand?How do you know what distinctive assets you have?Important Quotes:“The real world is a weird place.”“Some things are much more important than we thought.”“All brands are smaller than they want to be.”“If you’re only on one channel, you are going to be smaller.”“You know what you can touch and what you can’t.” 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:How will AI influence jobs, and how can you make sure you’re needed in this changing industry.How the generators will improve over time, and how that relates to you as a brand designer.The argument of creativity against logo design.What kind of tone or vibe do you want to convey with a logo?Craftsmanship as it relates to brand design.We are losing our jobs more to globalization than AI.Important Quotes:“We tend to overreact when it comes to generators.”“It will force us designers to think on a higher level.”“It can be bad and still work.”“We can’t invest in creativity alone.”“Once you get that confidence you can go even further.” 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:Jonathan’s beef with hourly rates.Clients don’t want your time, they want your results.Time is the wrong thing to focus on. What should you focus on instead?Transitioning your business away from the hourly model and to the value pricing model.The big transition: switching your mindset in the sales interview.You want some urgency from prospects. Why do they want it now?You need to ask them: “why me? Why not someone cheaper?”Be confident that what you deliver is the best out there, and simply be confident as a business person.Come to them as a peer and know you have control in the conversation.You need to be prepared to walk away from any client.How you can position yourself to make things easier.Always ask for testimonials from happy clients."What is the leading indicator that you think will lead to sales?Learn the difference between the strategy and the deliverables.Break down every possible assumption in advance.How to deal with cashflow problems.Important Quotes:“It destroys wealth and value creation.”“What is their real objective?”“My whole life was hours.”“They’re expecting to get something back.”“That’s just basic hygiene.”“Share that out to the world.”“They don’t want to know how hard your job is.”“This is definitely a million dollar thing for you.” 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