Brand Tuned - Sharp Branding

Brand Tuned - Sharp Branding

Brand Tuned is a podcast about brand management hosted by Shireen Smith. It’s for entrepreneurs, marketers, and designers looking for insights into how to create, build and grow distinctive brands. Episodes include interviews with thought leaders sharing useful information on aspects of branding, from intellectual property and trademarks, to understanding your customers’ wants and needs, to using appropriate business models, setting the right brand strategy, and driving the strategy taking account of design, the customer experience, leadership of the team, and long term brand building. Shireen's book Brand Tuned - The New Rules of Branding, Strategy, and Intellectual Property proposes the TUNED framework for brand management.

Episodes

April 30, 2021 42 min

In this episode, JP Castlin, formerly CEO at Rouser, an international strategic consultancy firm in Stockholm, discusses the hierarchy of strategies, the ways to approach brand and business strategy and the concept that he formulated called strategy hierarchy.

He breaks down the terms on complexity, positioning, differentiation, what you need to consider when formulating your brand strategy — the questions that you should be asking ...

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In this episode, Phil Barden, author of the book Decoded - the science behind why we buy,? discusses brand strategy, goals, people’s buying behaviour and how best to work with designers to create visual designs to reflect your brand.?

Phil bridged the gap that he identified in traditional research techniques by turning to decision science for insights into people’s buying decision. This episode is invaluable if you're looking to...

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This episode primarily focuses on the U element of the TUNED framework, namely the importance of understanding your market depending on the context. Bryony Thomas shares insights on how the approach to marketing changes if you have an exit in mind. Find out how you might develop an appropriate plan based on the information she shares.

Bryony explains the strategies you can implement when preparing to exit your business or if you are...

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In this episode, John Williams discusses Product/Market Fit covering the U element of my TUNED framework, namely understanding your market.

 He explains the importance of starting any new idea by getting the product market fit right. This is a phrase from the tech startup world whereby you have an idea of a thing which you think people are going to like.

Before you create it and put it out into the world you have some sales convers...

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March 31, 2021 32 min

Mark Ritson answered some of the burning questions, specifically around understanding your market and establishing your brand strategy, the U and the E elements of my tuned framework. I asked him about business strategy positioning and brand strategy, what he thinks of Byron Sharps views on differentiation and distinctiveness, whether you can really own a particular attribute and how his brand strategy dealt with in the type of com...

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Chandresh Pala is the founder of Cohezia Venture Studio, which specializes in creating innovative, scalable ventures based on digital technologies. He has over 20 years of experience, including working with leading consultancies and corporates such as UBM, British Gas and more.  He explains all about business models, developing business importance of names and the whole story around brands

In this episode Chandresh explained:

I curr...

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Having seen the problems that arise when the interplay between brand and intellectual property is misunderstood. I want to cross the chasm that actually exists between the worlds of branding and brand protection to explain IP in the context of brand creation.

Even if somebody isn't going to be choosing names for their clients, they would benefit from understanding the legal aspects of naming to be able to guide their clients
The ...

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Some of the common pains when hiring someone to do design work is that you don't know what their process is going to involve until you begin working with them, and then you realize that there are certain points that you should’ve covered.  In this episode my guest speaks about how his frustrations with hiring designers, led him to create a platform that made this process a lot easier.

 My guest Ross Kimbarovsky explained:

I start...

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It's really important that if you find a graphic designer that you like to sit them down and really talk about, what it is that they gravitate towards in terms of style, there's definitely tons of styles of a graphic designer, there are people that say they get you and then they don't get you. It's worth having that conversation, what might have worked for somebody else might not work for you

In this episode Catheri...

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In today's episode, my guest is Brant Cooper, who explains all about the skills every entrepreneur needs to have, and how these skills can help to achieve success. 

In this podcast he said:

So I have a background in startups and I lived through the.com boom and bust-up in the San Francisco area and ended up writing several books on Lean Startup type principles, and leading to the Lean Entrepreneur. And so then we launched Moves T...

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For names and slogans, you need to turn to trademark law for guidance. While for other works, such as those outlined at the start of this piece as examples of copyright works, generally, all you need to do to own your work is to record it in some way

Copyright is a wide-ranging subject, and relevant to many creative and non-creative industries.?

Copyright protects original expression, but not ideas themselves.? So, if someone were t...

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In this episode, Monika explains how small and midsize companies can create relevant content, get it in front of their target markets, and reach their business goals

 I've always worked in marketing. And in my career, until I decided to start my own agency and kind of, you know, found my niche and content marketing.

While finding clients and not just I learned quickly that it wasn't just about getting clients, but getting the...

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It’s when a brand is successful that it pays off to have built and protected the brand elements of its identity carefully in the early days, so, think about the legal dimension of your branding once you’re serious about your business because it can potentially comprise 70% of the value of your business.

When looking for the purpose behind a business find one that’s capable of inspiring the team and customers too. Your “why” should b...

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CEO and Mama bird of the award-winning creative and digital content agency, Little Bird Marketing explains strategies that you need to implement as a business owner and as an owner of a marketing agency.

She said:

  • What I do right now is I manage a team of digital content and visual experts. And we create systems for predictable lead generation for companies
  • Right now I own and operate four different companies
  • I got started really helpi...
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    What is the important first step to protecting your idea for an app? What do you need to do before turning to investors for funding? What are some of the factors that will determine your success? Today’s episode highlights all these and more.


    Topics discussed:

  • How copyright works to protect an app
  • The limitations of copyright protection
  • The importance of first protecting your idea before turning to investors for funding
  • How to deal with...
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    February 5, 2021 31 min

    She is all about that joy in marketing, business, and life. She is a sought after expert in the world of content marketing and strategy, Shannon is known globally as the creator of the Content Personality™ Wheel

    She explained:

  • So I am a marketing strategist. But not any old marketing strategist. I chose a long time ago to brand myself as the joyful marketing strategist.
  • I've been doing that for about seven years prior to that I ...
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    What’s the best way to protect an idea? How do you make sure that your app idea is secure when you’re trying to find the right developer to create it? In this episode, we talk about all the ways you can protect your idea in the early stages of development.


    Topics discussed:

  • What you can do to protect your idea during the initial stage of development.
  • Things to remember when choosing the right developer.
  • The importance of having an agre...
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    Ruth King, known as the profitability Master, explains how she helps companies become and remain profitable.

    In this episode she explains:

  • My background is actually engineering and finance. And when I was in MBA school, I found that I really had a knack for numbers. And that's where helping the small businesses become profitable and build wealth actually came from
  • My rule has become even if you're profitable, no more than 80% ...
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    How do you protect your original app idea from being copied by others? And what are the key considerations you need to know when it comes to developing a successful product? We talk about all this and more in today’s episode.


    Topics discussed:

  • Why it’s important to protect your app idea from being copied.
  • What it takes to transform an idea into a successful app or product.
  • The legal protections you can use to protect your intellectual ...
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    The jewel in the crown of the Pheiff Group, Inc., a million-dollar coach, business strategist, committed advocate for transforming the human spirit through the power of creativity shares insights into how to transform your life and business

    Connie Pheiff Explains:

  • I have four former corporate executives. I've had this business 13 Actually, I was thinking about a time almost 14 years.? I had no I mean, there was no original intent...
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