Brand Tuned - Sharp Branding

Brand Tuned - Sharp Branding

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, and lawyers in search of ideas to increase success, and avoid commoditisation through better positioning and distinctiveness. The show also addresses why the Ehrenberg Bass Institute’s findings on how brands grow involves intersecting brand creation with brand protection. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner. Visit brandtuned.com/podcast for transcripts and show notes. To appear on the podcast submit your suggested topic explaining why you would be a suitable guest to info@brandtuned.com

Episodes

June 24, 2022 40 min

In this episode, Sean D'Souza of Psychotactics discusses how small businesses should approach differentiation when selling their products and services.  Sean is the author of The Brain Audit, and is a copywriter, cartoonist, and speaker. He is also the host of the three month vacation podcast. 

We discuss common challenges people have around differentiation, and how the biggest mistake people make is that they promote their comp...

Share
Mark as Played

In this episode I explore positioning with Ulli Applebaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook. 

There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.  

We might have one central brand position, and separate positions and me...

Share
Mark as Played

In this episode, we discuss positioning and differentiation with Johnny Molson a marketing consultant and strategist with Wizard of Ads who helps small businesses to build custom marketing strategies. 

We consider the difference between niching, positioning, differentiation and distinctiveness, including the challenge of becoming known.  Trying to become known for one thing rather than three things makes it more possible to be remem...

Share
Mark as Played

Lee Salz is the Founder and CEO of Sales Architects where he helps clients develop processes to hire the right salespeople, effectively onboard them and align their sales activities with business objectives.

In this episode,  we talk about differentiation, Lee shares his insights on two types of differentiation which are marketing differentiation and sales differentiation. He also shares why the word "unique" is one of the b...

Share
Mark as Played
May 3, 2022 2 min
Share
Mark as Played

Daniel Priestley runs business accelerators for entrepreneurs. In this episode, he discusses the Dent rebrand, Lifestyle v. Performance boutique, and the new edition of his book Oversubscribed

  • How the entrepreneurial revolution shifts people to earn money through entrepreneurship and starting and growing their own businesses as the Industrial Revolution changed the way we live and work.
  • Why visual identity has to work harmoniously wi...
  • Share
    Mark as Played

    David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

    In this episode, we discuss all things brand related, in particular names. We covered:

  • Why intellectual property is not included in the training of brand managers
  • The importance of being clear on the definition of IP
  • The different perspective that ...
  • Share
    Mark as Played

    Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.

    In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, the episodes touched on many interestin...

    Share
    Mark as Played

    In this episode of the BrandTuned Podcast Shireen interviews Susan Payton who helps business owners tell three stories - their personal story, their business story and their customer story. 

  • How a career writing and researching in TV and radio led to Susan's business which revolves around how businesses should use stories
  • Susan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand ...
  • Share
    Mark as Played
    April 1, 2022 38 min

    John Pryor is a management consultant and founder of Exalt IP and intellectual property firm. 

    In this episode, John shares his insights on trade secrets, including why it is so important to distinguish trade secrets from general know how in an organisation. Classifying an important recipe as a trade secrets gives you more powerful rights in the event of any breach of them. 

    He walks us through trade secrets policies and the importan...

    Share
    Mark as Played

    Christine Mackay is the founder of  Salamandra.uk an animation agency,  she helps her clients to communicate complex messages using animation.  

    In this episode, Christine shares that even if you just have a word mark, you could animate your logo, and make it come to life. And in that coming to life, you could actually convey some of what it is that you do.  Animation is very malleable, and there are many ways to make use of it in b...

    Share
    Mark as Played
    Lawyers and many other professionals are increasingly challenged to identify their distinctive skills and talents, and the capabilities they possess that cannot be readily replaced by technology or alternative ways of working and access to cheaper options.

    Richard and Daniel Susskind predict that professionals will be increasingly displaced in an internet society by AI and other technologies. 

    In an earlier book, The End of Lawyers, ...
    Share
    Mark as Played
    March 11, 2022 18 min

    In this episode, I share my journey starting in business,  how the business developed, grew, transitioned to virtual working and then reversed course to become what is now Azrights International Ltd.

    With Bill Gates' quote in mind, that most people overestimate what they can do in a year and underestimate what they can do in 10, and using Paul Jarvis' book,  A Company of One for inspiration, I'm thinking through my 10 ye...

    Share
    Mark as Played

    This episode discusses the book Creating Passion Brands – how to build emotional brand connection with customers by Helen Edwards. 

    Essentially, it's key not to mistake being consumer focused with being consumer led. Some brands are asking for consumer approval for their every action even to the extent of asking consumers what their brand essence should be. 

    Being consumer-led in a brand’s strategic approach inevitably blurs the ...

    Share
    Mark as Played

    Joe Glover is the founder of Marketing Meetup a place where people come together to learn about marketing and connect in a meaningful way. It’s not what he’s done, but how he’s done it that has led to the success of the Marketing Meetup.

    There are plenty of places where marketers can learn, there are plenty of places where marketers can meet each other, but what Joe realised was that there was a need for a safe place where marketers...

    Share
    Mark as Played

    Lucy McCarraher is an author, publisher, mentor and speaker. She has written 13 books and is co-founder of Rethink Press, which helps entrepreneurs to raise their authority, increase their client base and visibility  through writing and publishing books.

    In this episode, Lucy shares her experience in the recent rebrand of Rethink Press. We also discuss the importance of books, how to approach writing one given that a book is an icon...

    Share
    Mark as Played
    February 11, 2022 46 min

    Karen is the leading expert in applied colour and design psychology helping businesses and design professionals to use colour and design to improve well-being, support mental health and create positive change in the world.

     She is the author of the best selling book The Little Book of Colour - How to Use the Psychology of Colour to Transform Your Life. It's a revolutionary guide to boosting your wellbeing, putting you firmly in ...

    Share
    Mark as Played
    February 4, 2022 36 min

    Lucy Werner, author of the books Hype Yourself and Brand Yourself, and founder of The Wern, a PR & design consultancy for startups has over 17-years of PR experience. She is  focused on teaching early stage businesses how to do their own publicity without spending a fortune. 

    In this episode, Lucy shares valuable tips on how to develop a strategy for creating hype in line with your brand strategy to promote what you are doing so...

    Share
    Mark as Played

    Nick Lehrain, designer and creative director of Oliver Grace creative studio is focused on digital products.

    In this episode, Nick shares his views on brand and growth strategies, distinctive brand assets, the trend towards simplification of the unique identifying characteristics used for consumers to notice, recognize and recall a  brand. 

  • What is Blanding
  • Creating a distinctive brand — differentiation and distinctiveness to stand ou...
  • Share
    Mark as Played

    Paige returns to the podcast to discuss how smaller businesses and start-ups can do research to see their business from the point of view of the customer, before segmenting the market. 

    Before founding Mavens and Moguls, a network of seasoned marketing professionals, she worked in organisations like Procter & Gamble, and Coca Cola, as well as for early stage businesses like Zipcar, Inc.com and Launch Media. She holds an MBA from...

    Share
    Mark as Played

    Popular Podcasts

      Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations.

      Crime Junkie

      If you can never get enough true crime... Congratulations, you’ve found your people.

      Stuff You Should Know

      If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks then look no further. Josh and Chuck have you covered.

      The Daily

      This is what the news should sound like. The biggest stories of our time, told by the best journalists in the world. Hosted by Michael Barbaro. Twenty minutes a day, five days a week, ready by 6 a.m.

      The Bobby Bones Show

      Listen to 'The Bobby Bones Show' by downloading the daily full replay.

    Advertise With Us

    For You

      Music, radio and podcasts, all free. Listen online or download the iHeart App.

      Connect

      © 2022 iHeartMedia, Inc.