Let's talk branding – Détails, épisodes et analyse

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. 

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.

We talk about:

• Tom's agency: GSD&M
• The Chicken wars
• Emotional support chicken
• Experiential advertising
• How to inspire fun ideas
• Brands should entertain
• First & only advertising
• How to keep your client on board

Thank you so much for listening. If 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.

Topics discussed:

• Last weeks episode with JP Hanson
• Positioning as an internal alignment tool
• The hierarchy levels of strategy in the Rouser manifesto
• Marketing effectiveness
• Our agency: Ollie
• The different levels of impact of brand strategy
• The difference between business and brand strategy
• How you should not alter the business based on brand strategy
• How we tend to look at companies success from a narrow perspective
• How smaller companies have less layers of strategy
• How a lot of 'meaning' and purpose in companies can be a placebo effect

Thank you so much for listening. If 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.

JP Hanson is the chief executive for international consultancy Rouser, a globally recognized authority on business and marketing strategy, columnist for MarketingWeek and a popular headline speaker. He has delivered keynotes at events all over the world, from Reykjavik to Mumbai and London to Dubai, always with an entertainingly no-nonsense approach. Both a marketer and a lawyer, he is known for his firm belief in critical thinking, observable evidence and complete freedom from hype.

We talk about:

• The Rouser manifesto
• Positioning vs Distinctiveness
• Long term vs Short term brand building
• The definition of branding
• Tactics vs Strategy
• How to understand business strategy
• The hierarchy of business, marketing and brand strategy
• The Dove 'real beauty'  campaign
• Brand purpose as management tool
• The four 'P's by Kotler
• Positioning as a 'timesaver' instead of a marketing tool

There is a bunch of booktips throughout the episode:

• How brands grow by Byron Sharp
• Building Distinctive assets by Jenni Romaniuk
• Eat your greens by Wiemer Snijders 
• Good strategy, bad strategy by Richard Rumelt
• The Halo effect  by Phil Rosenzweig
• The long and short of it by Peter Field and Les Binet

Thank you so much for listening. If 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 below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs.

Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes.

We talk about:

• What is marketing? 
• Michael's latest book: Mean people suck
• Michaels company: https://marketinginsidergroup.com/
• A tool for content research: BuzzSumo
• A tool for content research: Answer the public
• How today's content is all about enabling users the generate content (e.g TikTok)
• Consistency in content 

Thank you so much for listening. If you liked this episode, I would really apreciate 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.

Topics discussed: 

• Competitor analysis
• Three main things to look at when listing competitors: Business, Positioning and Distinctiveness. 
• Mapping your competitors: article on Holabrief
• Interbrand Best Global brand report
• Byron Sharp's how brands grow
• Building distinctive assets

Thank you so much for listening. If you liked this episode, I would really apreciate 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.

We talk about:

• The shift from Gin Lane to Pattern Brands
• How Hims, a great identity project by Gin Lane, created a certain 'style'
• Purposeful brands and some of the nonsense around 'why'. 
• A funny comic showing the problem with going to high up the brand ladder
• The four pillars for building your own company: Process, business, consumer, brand.

Thank you so much for listening. If you liked this episode, I would really apreciate 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.

Here's what we talked about:

• The concept bureau
• How writing about brand strategy can help you attract the right clients
• Jasmine talks about 'Hims'
• Four Sigmatic, another brand we discussed
• It's not about being better, it's about being different (read the article)
• The emergent story arc framework
• Looking at history to decide on the future of a brand
• A brand is an opinion

Thank you so much for listening. If you liked this episode, I would really apreciate 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 below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs.