Explorez tous les épisodes du podcast Let's talk branding

Before I take the stage at the Tectonic conference tomorrow, I wanted to share this with you first: a sneak peek of my new keynote on the future of branding. It’s a look at how I see brands evolving in the age of generative AI, and the two very different futures we might be heading toward.

I hope it gives you a few sparks of inspiration before the world sees it on stage.

Would love to hear your thoughts: are we cooked? Or cooking?

Recently, I got caught in a bit of a storm. People on YouTube got angry about the use of AI footage in my recent documentary on brand mascots. “AI slop! I’m not watching this stuff!” It got me wondering (some great comments in that LinkedIn thread) about what the future for brands would be like. Enter: Joe Burns, who’s been dropping the most insightful and amazing flipbooks on LinkedIn.

Joe did not disappoint, we had a fascinating conversation about the impact AI has on brands, creative teams, the agency world, content creation, and the strategy behind it.

Joe brings a fresh perspective to the table, or as he likes to call them, ‘strategic cold cuts’. There is no playbook for the future, but Joe is giving us some handles to think about what’s coming, and I’m grateful for it.

What do you think? Is the sloppening upon us? Let me know by replying to the email or commenting on Substack.

In this episode, Dan Salkey is back on the show to talk about their latest research paper called ‘Entertain or Die’. This is the second round and this time Dan shares some new insights on how to actually build an entertainment brand.

Important links

* You can find the full report here.

* Find Dan on LinkedIn here

Hey everyone! Super happy to kick off a new season with more brand-building legends and insights.

In this conversation, I chat with Damian Borchok, Managing Director of Koto for the Asia Pacific region. A conversation sparked by a great article on Koto ‘s newsletter, We discussed the nuances of branding, rebranding, and brand refreshes. Damian emphasizes the importance of understanding the value of a brand and the strategic decisions behind rebranding efforts. Through various case studies, including Walmart, Burger King, Bolt, Tropicana, and Jaguar, Damian explores the complexities of brand identity, market signals for change, and the execution of branding strategies. He highlights the need for brands to evolve while maintaining their core identity and the significance of research in understanding brand equity.

Takeaways

* A brand refresh can be a missed opportunity if not executed boldly.

* Rebranding should consider both visual identity and communication strategy.

* Longevity of a brand does not guarantee its equity in the market.

* Brands must align their internal culture with their branding efforts.

* Research is crucial in identifying valuable brand assets.

* Market shifts can signal the need for a rebrand or refresh.

* Effective branding requires a long-term commitment, not just a one-time campaign.

* Brands should avoid generic approaches and strive for distinctiveness.

* The execution of a brand rollout is as important as the design itself.

* Successful rebranding can lead to significant market advantages.

In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons.

Important links

* John on LinkedIn

* John’s new YouTube show ‘Bin Juice’

Show notes

* John on LinkedIn

* John’s Substack and other links

Summary

* John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics.

* He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising."

* John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions.

* He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition.

* John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms.

* He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately.

* His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth.

* John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments.

* He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth.

Show notes

* Adam’s agency Thinkerbell

* Adam’s book: Stop listening to the customer

Summary

* Adam Ferrier challenges the idea of being "customer-obsessed," arguing that brands lose their identity by focusing too much on consumer needs.

* He believes brands should prioritize their own values and what they stand for instead of solely catering to customer demands.

* Companies like Apple and IKEA are examples of successful brands that don’t always prioritize customer convenience but stick to their vision.

* Ferrier suggests that modern marketing often dilutes creativity, and strong brand leadership is essential to keep a brand distinct.

* He advocates for a company-wide approach to branding, where everyone, not just the marketing department, is responsible for the brand's success.

Here are the key takeaways from the podcast:

* Effectiveness in marketing: It's about ensuring that marketing efforts, particularly advertising, achieve their intended goals, whether that's awareness, behavior change, or sales.

* Econometrics simplified: Econometrics uses data to determine if a marketing campaign worked by analyzing both the campaign’s direct impact and other factors (e.g. a competitor campaign) that could influence the outcome.

* When to use econometrics: It's most useful for businesses with multiple marketing channels and more complex budgets but might not be necessary for very small businesses with straightforward marketing efforts.

* Creativity matters: In a world with fragmented attention, compelling creative content is essential. Strong branding and creative consistency across platforms amplify marketing effectiveness.

* The rise of digital: While traditional media like TV is losing its dominance, the advent of digital tools allows for more targeted, cost-effective, and immediate marketing responses, making brand-building and performance marketing work hand-in-hand.

Links

* Grace Kite & Magic Numbers

* Grace on LinkedIn

As a brand designer, Austin experienced a similar journey to mine, he learned about the power of brand strategy and started offering it to clients. Things were great. But on that journey towards becoming a strategist, he also noticed that some things were broken in this new ‘era’ of strategic brand designers.We explore the following topics:

* Is Brand Strategy Overrated?: We dive into whether brand strategy is often overhyped, sometimes leading to boring or trendy brand identities that don't stand the test of time.

* Distinctiveness is key: The key takeaway is that making your brand stand out with distinctive assets—like logos or mascots—is way more important than getting bogged down in traditional strategy stuff.

* What strategy should be about: Instead of getting lost in complex strategies, we should focus on creativity and making brands that are instantly recognizable.

I hope you enjoyed this conversation, please let me know in the comments how you use brand strategy (or how you avoid it 😁).

I also mentioned Roel Stavorinus his book on Strategic brand design, it’s actually available in English now!

Want more critical, hands-on content on brand-building? Please hit that subscribe button!

Discover the 5 key brand religions, their core beliefs, and how they can apply to your brand.

Important links

* Download the white paper to take a deep dive into the 5 brand religions

* Kristof on LinkedIn

* The episode with Jan Verlinden (Ritchie)

Creative business company

One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company.

That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective.

They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads, and drive sales.

So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast. 

Discover the captivating marketing story of Ritchie, a Belgian lemonade brand built from strong marketing principles by entrepreneur/marketer Jan Verlinden (ex Pepsi-co). Learn how Jan leverages his experience at big brands to grow Ritchie through unexpected marketing channels and tactics to expand his market share gradually.

Show notes

* Jan on LinkedIn

* Check out Ritchie, the amazing brand Jan is building

* The book about the Ritchie story (online in Dutch)

Creative business company

One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company.

That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective.

They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads and drive sales.

So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast. 

A deep dive into the problematic state of online advertising, from its lack of effectiveness to its societal impacts.

Show notes

* Find ‘Adscam’ + the free ebooks on Bob’s website

* Bob on LinkedIn

Creative business company

One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company.

That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective.

They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads and drive sales.

So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast. 

A deep dive into brand architecture and how to use it to strengthen your brand positioning

Show notes

* Felicia on LinkedIn

* The Morningstar case study by Creative business company

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.

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). It connects the dots between the WHAT and the HOW of attention. Brand owners need to do well in both areas and those who do can see transformational executions.

You can download the full article here. It also includes a quick ‘Health Check’ you can take to start your Associative Attention journey.

* Max on LinkedIn

* The article with Samuel Brealey on WARC (paywall)

* 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.

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.

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.

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% discount.

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.

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 marketing opportunities.

* Investing in the fundamentals of marketing while experimenting with new platforms is a key approach to future-proofing marketing strategies.

Learn more about brand strategy

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

* 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 fakes." Think Dove's 'Cost of Beauty' campaign – realness is key!

* 🤪 Embrace the Absurd: Get creative and stand out! Brands should dare to be different, like Liquid Death's wacky marketing. It's all about being bold and breaking the mold.

* 😂 Playfulness is Power: In a serious world, brands that bring joy stand out. Like Specsavers with their funny ads – it's about making people smile and escape the gloom.

* 💡 Future Gazing: Will and Rachael predict more personal brand growth, physical experiences blending with digital, and businesses exploring unique, authentic marketing paths.

Learn more about brand strategy

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.

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 monster, Calvin Cooks, and made his content more memorable.

* 🛠️ DIY Mascot Magic: Using Bing AI Image Generator for consistency across marketing touchpoints.

* 🌟 The Power of a Mascot: Standing out in B2B marketing, attracting attention, and enhancing brand recall.

* 🔮 The Future: The growing role of AI in branding and marketing, plus tips for those interested in creating their own mascots.

🚨 Important note on legal protection: In the podcast, I stated that it’s not possible to trademark assets generated by AI, I was notified that this is not the case, you CAN 100% trademark an AI-generated mascot as long as it’s not descriptive of the goods and services. My confusion was mainly around ‘copyright’, where this is indeed the case (the need for human input). I will follow up in more detail in an upcoming podcast episode.

Subscribe to the YouTube channel here to get notified when the tutorial is live.

Important links

* Discover Haris Spahic (and Calvin Cooks) on LinkedIn

Learn more about brand strategy

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.

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 distinctive, revealing an 'implementation gap.'

* 🛠️ Challenges in brand asset management: Subjectivity in decisions, an obsession with novelty, and difficulties in amplifying assets across channels.

* 🚀 Strategies for success: Importance of cross-agency collaboration, brand archaeology, and leveraging underutilized assets like sonic branding and mascots for brand growth.

Important links

* The paper we discussed

* David on LinkedIn

Learn more about brand strategy

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.

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 State of Brand," based on interviews with 267 branding professionals worldwide. The report highlights key areas like pricing strategies, client acquisition, AI's future in branding, and professional development in branding.

* AI's Increasing Influence: There's a significant focus on the role of AI in branding, with both excitement and apprehension about its potential to make branding work easier while also posing a threat to traditional methods. Cass shares his own experiences with AI tools like ChatGPT and Adobe Firefly, emphasizing the importance of adapting to these technologies.

* Personal Branding and Online Presence: Cass stresses the importance of having an online presence for brand designers, viewing it as an enabler of creative freedom. He discusses how his online platform serves various purposes, including as a resource hub, a community for creatives, and a marketing tool for his services.

* Future of Branding: Looking towards the future, there's a discussion about the branding industry's direction, focusing on authenticity, personalization, and purpose-driven branding. The conversation also touches on the necessity for branders to evolve with changing technologies and market demands.

Important links

* The report

* Jacob on LinkedIn

Learn brand strategy

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.

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 B2B Marketing: Under Chris's leadership, Refine Labs has significantly influenced how B2B companies approach demand generation and revenue operations. He discussed the company's innovative strategies in media, distribution, content, and analytics, which have been pivotal in his journey.

* Demand Creation vs. Demand Capture: Chris highlighted the difference between demand creation and demand capture, arguing that many B2B companies overly focus on demand capture through direct sales methods. He stressed the importance of understanding customers and engaging them through valuable content and interactions, rather than aggressive sales tactics.

* Brand Building and Content Strategy: He discussed the distinction between brand awareness and demand creation, emphasizing the importance of creating content that resonates with the target audience. Chris also stressed the need for a shift from traditional brand building to more strategic demand creation activities.

* Evaluating Marketing ROI and Strategies: Chris critiqued the traditional ROI measurement methods in marketing, suggesting a more holistic approach that assesses the impact of marketing on overall business growth. He also emphasized the importance of customer insights and content quality over mere distribution tactics.

This summary captures the key points discussed in the podcast, including Chris Walker's career progression, the innovative approach of Refine Labs in B2B marketing, and the strategic insights on demand creation, brand building, and evaluating marketing ROI.

Important links

* Follow Chris on LinkedIn

* Chris his company: Refinelabs

Learn brand strategy

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.

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 strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.

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 courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.

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 presentations. You can use LTBPODCAST to get a 20% discount.

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 distinctive, it is not an exaggeration to say that the marketing industry is facing a crisis of identity. With more content and tech-enabled means of brands being distributed and targeted, there are more opportunities than ever to connect with audiences in exciting, dynamic and purchase-able ways. However, as the landscape continues to expand, we must ensure that brand assets are consistently and accurately being attributed to the correct brand to truly Be Distinctive Everywhere,” said Lee Rolston, Chief Growth Officer, JKR. 

Important links

* You can find the full study here

* Jones Knowles Ritchie

* The Youtube version of this podcast here

The brand audit template

As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

Learn brand strategy

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.

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.

* Use AI for word craft at the end of a project to improve language and make it more succinct or creative.

* AI can help identify consumer problems and generate insights, but always cross-validate the results.

* AI is not a replacement for human nuance in strategy.

* Use AI to jailbreak prompts and get to unconventional insights.

* Use analogies and metaphors to make strategy more memorable and visual.

* Don't use AI for research validation.

* AI can't replace human truth-sayers or cultural context.

* AI language models like GPT are probabilistic and require human input and context to generate useful insights.

The brand audit template

As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

Learn brand strategy

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.

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.

* Brand strategy is not the same as a mission or vision, but rather finding clarity and connection with the target market.

* Brand strategy involves researching the market, segmentation, targeting, positioning, and objectives.

* Marketing and branding strategies are the same thing, just called different names by different professionals.

* It's essential to listen to branding experts who have put in extensive research and time into understanding branding and marketing.

* Branding is a continuous journey of trial and error.

* The importance of distilling complex branding concepts into simple terms for clients.

* The evolution of branding involves being open-minded, understanding market orientation, and being willing to learn.

The brand audit template

As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

Learn brand strategy

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.

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 podcast

* System 1 group

The brand audit template

As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

Learn brand strategy

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.

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 the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

Learn brand strategy

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.

The AI-summary

* Alex Antolino talks about the disconnect between big brands and the importance of understanding the creator economy.

* Stef Hamerlinck introduces Alex Antolino, a creative director turned creator, and the podcast topic of the creator economy and its relevance to branding and marketing.

* They discuss the definition of a creator and the creator economy, and the difference between a creator and an influencer.

* Alex talks about the opportunity for creators to make content, build a business around it, and have different revenue streams.

* They discuss the relevance of the creator economy to brands, and how it can be used to reach a larger audience for less money.

* Stef questions the feasibility of building an audience as a brand that needs to grow fast and Alex explains that organic content is like buying a house, a long-term investment.

* Alex explains that brands can still use paid advertising to grow fast, but should also acquire creator skills to engage their audience in a relatable way.

* They discuss how creators use engagement to create better ads, and how brands can use creator skills to make their ads better.

* They discuss the importance of learning creator skills and how brands can apply those skills to paid ads and content.

* The transcript ends with Alex dropping a bombshell that is not further elaborated on.

Show notes:

* Nick’s substack and the article on Purpose Nihilism

* Nick on Twitter

The brand audit template

As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

Show notes:

* The article that sparked the conversation

* Science Magic, where Max works

* Max on LinkedIn and Twitter

The brand audit template

As a brand strategist, I’ve often noticed that a brand audit is one of the most overlooked and valuable services for a brand. Check out my fresh brand audit template on Holabrief and explore many more creative/strategic exercises.

In this show, I chat with the amazing Tom Roach. A marketing strategist with loads of experience at some of the world's best advertising agencies.

- The wrong and short of it article

- Tom's blog (check out the other amazing articles too)

- The original book by Binet & Field, the long and short of it

- Tom's currently working at Jellyfish

If you want to stay up to date, please subscribe on Substack.

In this episode, I chat with Twitter buddy RJ Youngling, he calls himself an ‘entrepreneurial scientist. We take a deep-dive into the world of maths, Ehrenberg-bass insitute, bro-science and a lot more.

You can find RJ on twitter here and check out his paid stuff here.

This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.

If you want to stay tuned for more Let’s talk branding news, episodes and videos, subscribe below!

In this episode, I chat with the legendary Byron Sharp. We discuss the under-highlighted topic of subscription markets vs repertoire markets.

* What defines such a market?

* What can we learn from them?

* What are the implications for marketers?

* What does it mean for small brands?

* Do we see any other distinctions between brands that have implications for brand growth? We discuss small vs big - luxury vs commodity - B2B vs B2C

Important links

* You can find the paper we discuss here

* The Ehrenberg-Bass institute

* Byron on twitter

* The latest BS show

* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.

In this episode, I talk with Humor expert Paddy Gilmore. We talk about the power of humor for brands.

Topics

* What types of humor are there?

* And what brands can leverage it?

* How can you make sure you don’t end up on the dark side of humor?

* And what is the science behind all of it?

Explore the serious business of being funny with me in this latest episode.

Important links

* Paddy’s studio: Studio Gilmore

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In this latest episode, I chat with Faisal for the second time. We discuss positioning and what the power is for challenger brands. It’s an interesting deep dive into brand marketing, performance marketing, and the role of positioning for brands on a budget.

Important links

* The whitepaper Faisal and his team created

* Faisal on Twitter

* Creative business company

* Our first episode: Building a brand on a budget

* The brand new BS show on Youtube

* Austins branding b******t newsletter

* This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here.

In this episode, I talk with the legendary Peter Weinberg, head of development at The B2B institute from LinkedIn. We talk about the common misperceptions in B2B marketing, how to build a B2B brand on a budget, and the differences/similarities between B2B and B2C marketing. It's a really great episode full of knowledge bombs so I'll bet you'll enjoy it! 

Important links:

• The B2B institute
• Peter on LinkedIn

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with Ian Humphris, the founder of Nokamo consulting. Ian has a wide knowledge of marketing and branding. We get deep into the weeds of what 'brand-building' really means for the balance sheet. We also chat about what we can learn from industry legends like Byron Sharp, Rosser Reeves, Mark Ritson, and much more about segmentation, differentiation, and a lot more. 

• Ian on Twitter
• Nokamo website and twitter

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with content marketing specialist Jake Sanders. We explore the area of content marketing and talk about some of the nuances of where content marketing really works and where it doesn't. Jake has a lovely perspective on marketing and he has a way with words that is quite unique. We also explore sonic branding and how it links up with content marketing. 

• Jake on Twitter
• Jake also tipped of this book where he found the idea for the content turkey
• Jake's content home = Audio content lab check out his lovely and entertaining content!

Big shoutout to Jake for creating this custom piece of music for this episode. Lovely stuff. 

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with John Lyons, currently Senior Loyalty Proposition Manager at a certain Danish toy manufacturer. We talk about the building blocks (pun intended) of loyalty and how to look at loyalty without going all 'love brand' on everyone. It's a very interesting deep dive into a highly contested area. 

• Mr. Hat on Twitter

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with Shann Biglione. Former Chief strategy officer at media agency Publicis. He recently started his own company called 'Kelp', they help you track 'corporate reputation'. We talk about the role of corporate reputation, brand-building, media, category entry points, and a lot more. Shann has a lot of depth when it comes to media but also a broad understanding of the broader marketing canon.

• Shann on Twitter
• The Overthinkers podcast (highly recommended)

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

Alan, the company I'm working for. 

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with Zoe Scaman, founder at Bodacious, a strategy studio. We have a deep and interesting conversation about the role of communities in building stronger brands. Zoe has a fresh and nuanced take on things like 'fandom' and the value they can create for brands. 

• Zoe on Twitter

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with Shireen Smith, author of 'Brand tuned, The new rules of branding, strategy and intellectual property'. Shireen is an IP lawyer that specializes in branding. She has been advocating for deeper relations between the fields of IP and branding and I subscribe to this idea. The role of distinctiveness is both legally and strategically essential in brand-building.

We talk about:

• Intellectual property and its relationship to branding
• Trademarks, copyright, and patents
• Shireen's book, Brand tuned
• Differentiation and distinctiveness

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, we chat with Andy Nairn, author of 'Go luck yourself' and founder of Lucky Generals, an advertising agency. We talk about the huge role of 'luck' in branding, marketing, and business. Andy has found some great ways to leverage luck and challenge traditional thinking. I highly recommend reading the book. 

Some links:

• The agency: Lucky Generals
• The book: Go luck yourself

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount. 

In this episode, I talk with Naeiri Zargarian, a strategy director at Interbrand. We take a deep dive into the 'Best global brands report for 2021' and what we can learn from it. We talk about some specific brands but also overall trends and the future. 

• Here's the report if you want to dive in
• Connect with Naeri on LinkedIn

If you're interested in learning more about brand strategy research, check out my latest course here. Use PODCASTLTB and get a 20% discount.