Created with Sketch.
Let's talk branding
57 minutes | Jun 18, 2021
Ian Barnard - Measuring awareness
In this episode, I talk with Ian Barnard, a marketer from Canada that specializes in SMEs and non-profit organizations. We take a deep dive into measuring awareness and salience. What tools and techniques to use, what to be mindful of, and a lot more. It's a great hands-on episode so I think you'll enjoy it! Ian on Twitter If you're interested in the brand strategy research course, please subscribe here.
65 minutes | May 17, 2021
Haris Spahic - Strategy for startups
In this episode, I have a chat with Haris Spahic, founder of Constellate strategy, a strategy consultant focused on startups. We have a conversation about differentiation, loyalty, complexity, and how to apply all of that for startups. It's a slightly new type of format, where I and the guest are challenging each other instead of me just 'interviewing' the guest. Connect with Haris on Twitter and InstagramIf you're interested in having a conversation like this; shoot me an email at firstname.lastname@example.org with your specific question and I'll get back to you. Subscribe to the newsletter here: https://www.letstalkbranding.be/
66 minutes | May 3, 2021
James Hankins - Share of search
In this episode, I talk with James Hankins, Consulting Strategist, and Founder @ Vizer Consulting. James has had a busy year, coining (together with Les Binet) concepts like Share of search and the Hankins Hexagon. We get into the weeds of Share of search and how to apply it to your brand. Some interesting links:James on Twitter: https://twitter.com/jcphankinsOn share of search: https://www.contagious.com/news-and-views/share-of-search-the-new-most-important-metric-for-brands-googleFree tool to measure: Google trendsPaid tool to measure more exactly: https://mytelescope.io/Hankins Hexagon: https://www.marketingweek.com/forget-funnels-new-model-path-to-purchase/Hankins Hexagon by Dan White: https://www.linkedin.com/posts/danwhite1000_marketing-media-advertising-activity-6783297596300505088-CQkR/That's it! If you'd like to watch the Youtube version, go here: https://www.youtube.com/channel/UCPKxzVyOVf_KxS2Ep1LcJogSubscribe to the newsletter here: https://www.letstalkbranding.be/
56 minutes | Apr 12, 2021
Samuel Brealey - Marketing on a budget
In this episode, we're talking with Samuel Brealey, a marketing consultant based in the UK. We talk about how to help small businesses make more money with marketing. How to build a brand on a budget and a lot more. Samuel has a very pragmatic and 'real' approach to marketing that I really admire. Check out Samuel on Twitter, we're he is always sharing his knowledgeSamuel's website
60 minutes | Mar 15, 2021
The ugly truth(s) about branding - Austin Franke
In this episode, I talk with Austin Franke, brand strategist and founder of consultancy firm Woopunch. Austin has quite an unconventional approach to branding, using knowledge from behavioral science and other evidence-based fields. We talk about some ugly truths in branding and how we can move beyond the typical branding cliché's. Check out Austin's business and make sure you subscribe to the newsletter. WoopunchFind the full list here on the blogpost, or watch the video on Youtube (dropping the 17th of march).Want to learn more about branding & strategy? Subscribe to the newsletter on letstalkbranding.comLooking for more videos? Check out my Youtube channel.
54 minutes | Feb 17, 2021
Cedric Engels - The power of sound
In this episode, we talk with Cedric Engels, author of the amazing book 'the power of sound' and co-founder of the sonic agency 'Sonhouse'. We talk about the importance of sound for brands but also how sounds affect the human brain (and soul). Cedric brought with him a bag of epic sounds so it's a fun little ride through sonic land. We talk about:Cedric's book, the power of soundThe agency Cedric co-founded: SonhouseSonic branding & sound strategyFor the Youtube version of this episode, subscribe to the channel hereIf you like this episode, please give me a rating on Itunes, as it will help to spread the word. If you are interested in learning more about branding & brand strategy, check out letstalkbranding.com
61 minutes | Feb 2, 2021
Effective branding: A case study by WeWantMore
In this episode, I interview Michiel & Jan-Pieter from Antwerp based brand & design studio WeWantMore. We talk about their award-winning branding case for Neuhaus. It won a bronze 'Effie' award, which is an award focussed on the 'effectiveness' of creative campaigns, not just 'creative idea'. We talk about:The studio: WeWantMoreThe rebrand case for Neuhaus, a Belgian chocolate brandHow they went from brand strategy to packaging & identity designHow it impacted the sales for NeuhausThe Effie case study There is also a video version of this interview, with more visual and supporting material. Feel free to check it out at my Youtube channel.
38 minutes | Jan 13, 2021
Bill Kenney - Focus Lab - B2B branding & creativity
Interesting links: Focus Lab: https://focuslabllc.com/Bill on Twitter: https://twitter.com/BillSKenneyIf you're interested in more branding & strategy stuff, visit letstalkbranding.com
71 minutes | Dec 22, 2020
JP Castlin - Strategy in complexity
In this episode, I talk with my strategy hero, JP Castlin. We talk about the upcoming Castlin manifesto and how its perspectives on strategy will be quite controversial. For decades, 'deliberate' strategy has been the norm in the different strategy disciplines of marketing and branding, but JP offers an alternative view, 'emergent strategy'. Interesting links:If you want exclusive access to the manifesto, shoot an email at email@example.com. Your email won't be used for any other marketing purposes. JP was so kind as to offer this for the listeners because the manifesto won't be free forever. Check out Dave Snowden's views on complexityCheck out JP's business: RouserFollow JP on twitter
31 minutes | Dec 14, 2020
What is a brand?
A brand is a distinctive experiential promise that represents a business.Distinctive: it has its own character, it's recognizable and different from competitorsObservable: it is experienced through visual, auditive, and tonal assets that are ownedPromise: it's not just those assets, it also holds a certain guarantee in it, a story, a problem solved, a job done, This is where we make the bridge with the left side of our quadrant, to promise something you need to somehow understand the promise will sound 'promising' to the consumer. Also, a promise needs to be repeated over time and can evolve. And mostly, the promise works as a familiarity bonus, you know Coca-cola will taste the same, over and over again, it makes it easy to buy it again and againIt represents a business: I think brand should be used in the relevant context of business, whether that's a personal brand, a nation thinking about customers, a non-profit organization wanting more donors, or just a regular business. I think talking about a brand in a purely 'cultural' way makes it become to useless and vague, everything and anything can be a brand, but that doesn't help our disciplines.
52 minutes | Dec 7, 2020
Julia Braga - Launching a brand on social
In this episode, I talk with launch and brand strategist Julia Braga. Julia is an educator on Instagram and helps businesses grow their personal brand and sell products through social media content. We talk about social media strategy, launching brands, and the funnel. Interesting links:Julia's Insta: https://www.instagram.com/thejuliabraga/
21 minutes | Nov 29, 2020
In this solo episode, I talk about competitive analysis, what it is, why and how I approach it, and what are some of the specific phases to go through. I also highlight how I use it as a base for branding and marketing efforts and the difference with business strategy.Notion template: https://www.notion.so/weareollie/LTB-competitive-analysis-template-cfae88e869ef4c418bd9faa328eaf402Phase 1 collect: workshop, google searchesPhase 2 profile: messaging layer, visual layer, positioning layer,Phase 3 group: sub-categories, segment per style, per offer, messaging stylePhase 4 insights: what can we learn from these different competitors, from the category?If you are interested in more juicy stuff, go subscribe to the newsletter at letstalkbranding.com
38 minutes | Nov 22, 2020
Michael Keplinger - Testing brand design
Michael Keplinger is a partner at SmashBrand, an agile brand strategy agency for consumer packaged goods that specializes in a complete approach to market research, product design, and testing. We talk about how to 'test your brand design' with real-world customers and how to apply that to brand building.We talk about:Smashbrand, the agencyTesting packaging design with real-world customersHow to research consumer behavior and develop a brand strategyHow categories can be completely differentHow to test on a budgetIf 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.
51 minutes | Nov 15, 2020
Faris Yakob - Paid attention
We talk about:The definition of attentionAttention as a filterRobert heath: low attention processingPaid advertising vs organic contentDigital vs traditional advertisingThe value of the marketing funnelFind Faris:Faris on Twitter: https://twitter.com/farisFaris his book, Paid attentionGenius Steals, his company: http://geniussteals.co/
37 minutes | Nov 8, 2020
Julian Cole - Becoming a big-T strategist
We talk about:Here's the Strategy kick-off toolkit course with a 50% discount (use LETSTALKBRANDING coupon code).The planning dirty academy: https://www.planningdirty.com/Get/to/by exercise
35 minutes | Nov 1, 2020
Remote brand strategy work for dummies (me).
In this episode, I walk you through some of the tips, tricks and challenges I have when it comes to working remotely. Doing digital workshops, managing client expectations, research international brands and a lot more.We talk about:Downsides:Workshop: picking up on non-verbal communication is a lot harderA lot harder mentally to do → Split it upTrust by being there physically is not thereClient perception: less 'valuable' in a wayUnderstanding local culture can be hardTools:Notion - Project management & strategic follow upHolabrief - Collaborative strategy exercises Mural - Miro - workshopsZoom - Hangout → Iriun webcam - proper setting - lights - Elgato cam linkOther tools: Slack - Whatsapp (watch out) Video ask - Typeform - SurveymonkeyBenefits:Do it with everyone in the world, open up your marketMore Interactive, collaborative approachTipsHave more one-to-one conversationsKeep workshops fun and lightUse digital technology → make it alive - place images - gifs - use canvassesResearch: Make sure you understand product & experience, cultural differencesUse google trends & other tools to analyze local differencesCheck-in from time to time, stay connected, feel like a teamPresentation: these things are important always, but even more so when doing them remotely:Pre presentation preparation, make sure you have built up to the presentation, with workshops, with sessions, check-ins, with interviews, ... The presentation is a celebration of the work done beforeAlways set the goal of the presentation at the beginning, make sure expectations are aligned. It's even harder online to catch little nuances so be crystal clear about what you are going to presentPauze - even more - do around -, ask everyone what they think, breathe, let room for discussion but keep the presentation going
45 minutes | Oct 25, 2020
Paul Bailey - Branded moments
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.
28 minutes | Oct 18, 2020
Branding and comms, a love letter.
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.
42 minutes | Oct 11, 2020
Ethan Decker - No more branding bs
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.
35 minutes | Oct 4, 2020
The future of brand strategy
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.
Terms of Service
Do Not Sell My Personal Information
© Stitcher 2021