Let's talk branding

We talk about:Ryans twitterRyans book: Delusions of brandeurHow brands grow by Byron SharpMark Ritson from marketingweekDave Trott's blogHow to write better copy by Steve HarrisonOgilvy on advertisingGeorge Tannenbaum's blogIf 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:Article by Faris on Strategy: turning uncertainty into riskThe 9 virtues: read the article here.Be curiousBe patientListenBe pragmaticExcite peopleWrite oftenLearn to presentAccept ambiguityIf 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 business: Design cutsTom's personal brand: InstagramMarketing for designersBuilding a communityTom's Podcast with Michael Janda: Biz BudsIf 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:You can find the full blog post with definitions here.The value of brand strategyMark Pollard's definiton: strategy is an informed opinion about how to winMy definition of brand strategy: Brand strategy is a platform that bridges business strategy with branding & marketing. A couple of important aspects 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

Talking points: Adam & Eve ddb Customer research, quantitative and qualitativeThe relation between branding & advertising.Differentiation vs disintinctivenessThe concept of saliencyThe little red book: How brands growClaire's upcoming book: Which Wine WhenIf 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 Youtube video Audience vs Customer vs ConsumerSegmentation pyramid by WARCHow to define target market vs customer targetWhat is a perceptual target?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:HeuristicsThinking fast & slow by Danial Kahneman: bookPhil's book: Decoded, the science behind why we buyThe role of neuroscience in buying decisionsThe power of brandingIf 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

Here's the definition: Branding is the deliberate, continuous process of developing observable, distinctive, assets associated with a product or service.A mouthful, let's break that down:Deliberate: You might 'have' a brand whether you like it or not, but the act of 'branding' is intentional. It's a conscious effort to create a brand.Continuous: Branding is not a one-time effort. It's a constant act of refreshing, fine-tuning, and creation, based on consumers perception of the brand.Process: Branding doesn't happen 'randomly'. It's a process with well defined stages, building on a validated strategy process that enables a creative output.Developing: Branding is not just about 'creating' new assets. It's a deliberate choice of investing in certain assets and downgrading others.Observable: Branding is the translation between brand strategy and the actual touchpoints consumers see. Things like 'positioning' or business goals are not directly noticeable at a brand level. Sound, graphics, messages, photography, tone of voice, motion. They are all assets that are part of a brand's observable surface.Distinctive: To be distinct means to be able to recognize easily. It means not being confused with competitors. It means being recognized as your company. Not to be confused with being different.Assets: An asset is a resource for a company. Branding is about developing assets that have a clear return on investment. They are not just 'creative ideas'; they are quantifiable assets on a companies balance sheet.Associated: Association works on different levels. Branding needs to work unconsciously and consciously. On the first, most crucial level, a brand needs to send the right signals for our autopilot to pick up on.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:Darren's book: Building brand experiencesDarren's company: WavelengthUnderstanding brand stakeholdersCreating the brand experience environmentHow consumer buy with emotionIf 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 differentiation. In branding, it seems like differentiation is the holy grail, if they zig, you zag. I want to offer a different perspective. Talking points:differentiationthe halo effect (book)how brands grow (book)building distinctive brand assets (book)category entry pointswhopper ad 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