In this episode, I talk with Paul Bailey, strategy director at Halo, a creative agency from the UK. We talk about associated branded moments, and how we can build brands based on that.Interesting stuff:Halo, the creative agencyPaul on twitterPaul's talk on associated branded momentsDistinctiveness vs differentiationCategory entry pointsIf 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 episode, I talk about the overlap and interaction between branding and communications (aka 'Commz'). I take a look at how these two fields relate and interact with each other, and how they help build more effective brands.Topics:Communication = sender --- signal ----- receiver --- feedbackThe 2 layers of branding: instant signaling and long-term recognition The medium is the messageHyper targetting vs mass media marketingBrand is the collective perception of your product or serviceInstagram products that aren't brandsPaid Attention by Faris YakobDistinctive assetsIf 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 episode, I talk with Ethan Decker. Founder at Applied brand science and expert in consumer psychology, branding, and marketing. We debunk some serious branding bs and talk about creative leaps from the laws of marketing. Ethan also drops some really handy tricks and tips on how to do marketing science on a budget.We talk about:Debunking branding myths such as brand loyaltySidestepping typical language in branding to overcome discussions How sneaker buying is the same as airplane buyingTaking creative leaps from the laws of marketingBooks, people, links and other juicy stuff:Ethan's blog: Appliedbrandscience.comHow brands grow by Byron SharpBuilding distinctive brand assets by Jenni RomaniukEthan's twitterLes Binet & Peter Field EffworksMade to stick and SwitchIf you want to learn more about brand strategy, branding, and marketing, go visit letstalkbranding.com and check out the newsletter, courses, or coaching options.  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 address the future of brand strategy. What trends are emerging and where are we headed in this complex field? What is the role of a brand strategist and how will it evolve? Find out in this jam-packed solo episode! Show notes:Here are the 10 discussion pointsDesigners becoming strategistsStrategy commoditizationEmergent vs Top-down approachMarketing science influenceDigital vs media-neutral strategyComms strategy merging with brandingBlurred lines between brand, marketing and business strategyEroding title of a brand strategist.An evolution towards more breadth, and not just depth.The big T strategist (by Julian Cole from Planning dirty)If you want to learn more about brand strategy, branding, and marketing, go visit letstalkbranding.com and check out the newsletter, courses, or coaching options. 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 compilation episode, I walk you through some of the most valuable lessons I've learned from the last podcast season.  I connect the different lessons from brand builders such as Byron Sharp, Jenni Romaniuk, JP Castlin, and many more.Here's a list with all the episodes featured:Byron SharpJenni RomaniukPhil BardenMark PollardClaire StricketDarren ColemanWiemer SnijdersRyan WalmanRory SutherlandIf 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 most 'epic fails' in branding. Mistakes I made or I see other people in the industry make. How not to execute a branding project and how to avoid those mistakes.Here are the mistakes:Not getting the category cuesGeneric brandingIgnoring the fame of brand assetsTrendy brandingThe one sock approachThe one sock approachHere are some links:Building distinctive brand assets by Jenni RomaniukHeinz rebrandKellogs rebrandIf 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 episode, we talk with writer and strategist Richie Meldrum, based in Melbourne. Richie takes us through his brand strategy process and specifically the brand workshop. Richie's thinking on brand strategy makes it very actionable and tangible.Richie's website: http://www.richiemeldrum.com/home/The strategy workshop.Where it fits in the process.Richie's blog post on workshops: http://www.richiemeldrum.com/home/project/strategyworkshopssetupandprepDifferent exercises.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 episode, I give a 'crash course' on brand naming. How important is the brand name for a brand? How do we decide whether we need a new name? And how do actually craft a new brand name? Let's find out! We talk aboutThe must-haves for a brand name:Easy to pronounce (multiple languages?)Easy to remember (2 syllables, or simple)Distinctive from competitorsCreates the right 'feeling'Can be owned (legally)Nice to havesPersonal history linksKey themes to explore, for example, 'mountaineering', ....com can be a specific need by a business owner (explore it further)No-go'sCultural sensitivitiesCategory cliche's (Flickr, Tumblr,...)Reasons to change a brand name:Hard to rememberHard to pronounce or write (try googling it)Not ownableTo genericTo literal (category)Big shift in the company and want to signalBrand naming tools:Trademark research: https://www.tmdn.org/tmview/#/tmviewGlobal trademark database: https://www3.wipo.int/branddb/en/In different languages: https://www.indifferentlanguages.com/Use thesaurus for synonyms and other word relations: https://www.thesaurus.com/Interesting people on brand naming: Eli Altman's book 'Don't call it that' is a great starting point. 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 episode, I talk with Jo McKinney, CEO of Burns group, a leading brand transformation, and advertising company. We talk about the value of strategy for startups and how 'startup-mentality' can help big brands grow.Show notes:https://www.burnsgroupnyc.com/The value of strategy for startupsWhat startups value brand strategyBrandinformers by Burns Group: https://www.burnsgroupnyc.com/covidbrandinformersinsightsResearch and understanding the categoryWhat can big brands learn from startups? The beginners mind.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 episode, we talk about a 'hairy' subject: "selling brand strategy". We take a look at some of the most important aspects of strategic selling: mindset, conversations, pricing, positioning, ...2 bobs podcastPricing creativity, a guide beyond the billable hourIt starts with your positioiningSlowly transition into selling strategyBase your margin on: risk, resources, urgency, input of time and resourcesProposal elements: the challenge (or the problem - the solution - the approach - the investment - example of deliverablesStrategic selling is the opposite of selling.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 visit the webiste 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