Let's talk branding
Discover the secrets of brand-building from world-renowned experts, and academics in marketing, branding & design together with your host Stef Hamerlinck. Let's talk branding is a no bs exploration of all things brand, known to cut through to the clutter and share unique perspectives. letstalkbranding.substack.com
Episodes
In this episode, we discover the power of ‘associative attention’, a framework developed by Max Stricker and Samuel Brealey. It zooms in on the importance of not only getting attention but the right type of attention through strong association.
Show notes
* Associative Attention Paper & ‘Health Check’
Associative Attention is a framework that helps brand owners deliver better executions (think advertising, POS material, packaging). I...
Discover what it takes to be a leader in brand for a large B2B tech company.
Show notes
* Gwen on LinkedIn
* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.
Brand strategy course
Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.
Show notes
* The multiplayer brand slidedeck
* Zoe on LinkedIn
* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.
Brand strategy course
Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.
This is a public episode. If you would lik...
Show notes:
* Article on Brand difference and pricing power
* Dom Boyd on LinkedIn
* BrandZ index
* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.
Brand strategy course
Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.
This is ...
How brands can create an unfair creative advantage.
Show notes
* Discover the full paper here.
* Dan Salkey on LinkedIn.
* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.
Brand strategy course
Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% disco...
Show notes
* Professor Pauwels on LinkedIn
* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here
Brand strategy course
Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.
This is a public episode. If you would like to discuss this wi...
Show notes
* Bart on LinkedIn
* Bart’s new venture: I know a guy
Key Takeaways
* Understanding client problems and formulating them better than the clients themselves is crucial in agency-client relationships.
* The balance between digital and branding is essential in marketing strategies, with a shift towards investing in branding for long-term effectiveness.
* New platforms like TikTok and AR are on the rise and should be explored for ...
Show notes
* Discover the full trends report here
* Rachael Higgins on LinkedIn
* Will Posket on LinkedIn
Summary
* 🚀 Back to the Pod: Host Stef kicks off the year chatting with Will Posket & Rachael Higgins about 2024's hot branding and marketing trends. Time to dive in and learn!
* 🤖 AI & Truth-Seeking: Will and Rachael talk about AI's rise and its impact on branding. Brands need to be authentic and truthful in an "era of cheap fake...
Summary
* 🤖 AI in Mascot Creation: Making it easier and more accessible, especially for smaller brands.
* 💡 Before AI: Creating a mascot was a big deal – think illustrators, 3D artists, studios. Now, AI tools like Midjourney and Dali are game-changers.
* 🎨 AI's Impact: Brands can now craft imaginative characters consistently and bring them to life in various contexts.
* 🚀 Haris’s Story: How he crafted the purple, chef-hat-wearing m...
Summary
* 📈 David Taylor discusses distinctive brand assets: their importance in branding and the gap between understanding their value and effectively managing them.
* 🌎 Taylor's experience: Over 22 years with The Brand Gym, helping brands from banking to biscuits grow, and running the Brand Gym Academy for training.
* 📊 Research insights: Despite unanimous agreement on the importance of brand assets, only 15% are truly distinctiv...
Summary
Here's a summary of the key points from the podcast:
* The Evolution and Challenges in Branding: The podcast features Jacob Cass, the founder of Just Creative, discussing current trends and challenges in the branding industry, including the impact of AI, the rise of accessible design tools like Canva, and the changing landscape of pricing strategies.
* The State of Brand Report: Cass released a comprehensive report titled "The...
Here's a summary of the podcast transcript:
* Chris Walker's Background and Journey: Chris Walker, CEO of Refine Labs, shared his journey from an engineering role at BEA Inc. to product management, and eventually starting his own company. He emphasized his diverse experience in B2B companies across roles like product management, engineering, and marketing, which laid the foundation for his business success.
* Refine Labs' Impact on B...
What we talk about
* The importance of brand health and what it means
* How to do brand tracking using survey tools
* The different metrics like awareness, category entry points, …
* How to analyse brand tracking results
* Common pitfalls
Important links
* Jenni’s latest book: Better brand health, a must-read!
* Jenni on LinkedIn
Learn brand strategy
Activate your strategic brain and level up your creative business. Find courses on brand st...
We talk about
* The different lifestages of a brand and what it should focus on (product, brand, demand gen, …)
* Harvesting current demand vs generating future demand.
* Full transcript available on Substack
Important links
* James his agency, Previously unavailable (Great work)
* Future demand, the book we discuss
* Watch the video interview here
Learn brand strategy
Activate your strategic brain and level up your creative business. Find ...
In this episode, we talk about:
* Ragged edge, one of my favorite branding agencies
* The strategy and research work that goes into developing a unique brand
* The ‘X’ rebrand
* The rise of brand mascots
* Distinctiveness vs Differentiation
* Branding and the impact of AI on the space
Learn brand strategy
Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy p...
In this episode I talk with Lee Rolston, chief growth officer at JKR about their recent study on brand assets with Ipsos.
“The first job of branding is to make sure your brand is recognized as uniquely and unmistakably you. Only then can brand awareness, image, consideration, preference, penetration, frequency and all conversion to purchase measures, flow. With only 15% of all brand assets tested in our report measuring as truly d...
Important links
* Julian Cole’s course with LTB discount here
* Julian on Twitter
* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.
The AI summary
I asked Notion AI to summarize our podcast transcript in 10 key lessons:
* Use AI at the beginning and end of the strategy process, not in the middle.
* AI can be used to gather research and prompt ideas at the beginning of a project.
* Us...
Important links:
* ‘Frank’ on Twitter, Instagram or LinkedIn
* G’day Frank website
The AI summary:
Captivating Moments of Connection: Lessons from a Branding Pro
* A brand is not just how it looks, but a captivating moment of connection between the consumer and the business.
* Branding is an extension of that connection, finding clarity and how to captivate attention.
* Authenticity is essential for a brand to connect with consumers.
* Bra...
In this podcast, Jon discusses the five key elements of successful advertising: emotion, story arc, soundtrack, character, and fluency. He emphasizes the importance of entertaining and making people feel positive emotions, while also incorporating purpose and authenticity. Jon also touches on the influence of social media and the evolving advertising landscape
Important links
* Jon Evans on Twitter, LinkedIn
* The uncensored CMO podca...
In this episode, we explore the power of the ‘creator mindset’ with creative director turned creator Alex Antolino. It’s a deep dive into the creator economy and what brands can learn from people like Mr. Beast. Looking for a summary? Scroll down and you’ll find the AI summary of the transcript.
Find Alex on Instagram, LinkedIn or Youtube.
The brand audit template
As a brand strategist, I’ve often noticed that a brand audit is one of...
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