Let's talk branding

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

In this episode, I talk with Rory Sutherland, vice chairman at Ogilvy. Rory is an expert in behavioural economics. We talk about the surprising power of ideas that don't make sense and how to build better brands.We talk about:OgilvyRead this book: Alchemy, the surprising power of ideas that don't make sense.Behavioural economicsEconomic scienceCostly signaling theoryRory on TwitterBooktip: The choice factory by Richard ShottonBooktip: Presuasion by Robert Chaldini Booktip: Spent by Geoffrey Miller Booktip: Thinking fast and slowBooktip: NudgeIf 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 zoom in and out. How can we understand 'the bigger picture' and use it for the micro-level? How macro does a brand strategy need to be? How can we research both layers? How can we find relevant insights? Let's find out!We talk about:https://www.cbinsights.com/https://www.warc.com/Welcomehttps://www.euromonitor.com/Pollfish, Surveymonkey and TypeformFor more reading on statistics: the art of statistics by David SpiegelhalterIf 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:Mark's upcoming book: Strategy is your wordsThe amazing strategy community 'Sweatheads'The four point framework"Strategy is an informed opinion about how to win"Mark's strategy summer camp: check out the amazing course hereIf 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:Wiemer's book: Eat your greens or read the review hereByron Sharp's book: How brands growSurvey designThe Juster scaleThe art of statistics by David SpiegelhalterLooking for similarities in stead of differencesPhilip Kotler, the godfather of segmentationThe link with politics 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:Stink StudiosUsing strategySpotify year in reviewDigitial creativityIf 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:Gasp! The marketing agencyThe JWT planning guide by Stephen KingGiles podcast, Call to actionGeneralist vs specialist debateThe role of marketingMedia neutrality in marketingHow research can inspire tacticsRory SutherlandBill BernbachBob Hoffman, the ad contrarianGo check out Isolated talks, it's full of amazing talks on branding and marketingHere's my talkIf 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:Startups vs Small businessThe lean startupMVP: Minimum Viable ProductBalancing the branding and the marketing spendDividing the organisations in the risk-maturity quadrantCheck out the blog post hereIf 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