Max Ottignon

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 spaceLearn brand strategyActivate 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 with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

In this episode, we talk about:* <a href="https://raggededge.com/" rel="nofollow" target="_blank">Ragged edge</a>, 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 spaceLearn brand strategyActivate 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 with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Branding on the ragged edge with Max Ottignon

Lee Rolston

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 hereThe brand audit templateAs 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 strategyActivate 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 with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

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 <a href="https://bedistinctive.jkrglobal.com/" rel="nofollow" target="_blank">here</a>* <a href="https://jkrglobal.com/" rel="nofollow" target="_blank">Jones Knowles Ritchie</a>* The Youtube version of this podcast <a href="https://www.youtube.com/watch?v=s69YUq_ITMU" rel="nofollow" target="_blank">here</a>The brand audit templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises.Learn brand strategyActivate 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 with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

How to make your brand more distinctive with Lee Rolston.

Julian Cole

Important links* Julian Cole’s course with LTB discount here* Julian on TwitterThe AI summaryI 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 templateAs 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 strategyActivate 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 with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Important links* Julian Cole’s course with LTB discount <a href="https://courses.strategyfinishingschool.com/master-course-23?coupon=LTB2023" rel="nofollow" target="_blank">here</a>* Julian on <a href="https://twitter.com/juliancole" rel="nofollow" target="_blank">Twitter</a>The AI summaryI 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 templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises.Learn brand strategyActivate 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 with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

AI, your new strategy sidekick with Julian Cole. 

Important links:* ‘Frank’ on Twitter, Instagram or LinkedIn* G’day Frank websiteThe 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 templateAs 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 strategyActivate 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 with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Important links:* ‘Frank’ on <a href="https://twitter.com/GdayFrankAU" rel="nofollow" target="_blank">Twitter</a>, <a href="https://www.instagram.com/gdayfrank/" rel="nofollow" target="_blank">Instagram</a> or <a href="https://www.linkedin.com/company/gdayfrank/" rel="nofollow" target="_blank">LinkedIn</a>* G’day Frank <a href="https://www.gdayfrank.com/" rel="nofollow" target="_blank">website</a>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 templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises.Learn brand strategyActivate 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 with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Creating captivating moments with G'day Frank

Jon Evans

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 landscapeImportant links* Jon Evans on Twitter, LinkedIn* The uncensored CMO podcast* System 1 groupThe brand audit templateAs 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 strategyActivate 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 with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

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 landscapeImportant links* Jon Evans on <a href="https://twitter.com/UncensoredCMO" rel="nofollow" target="_blank">Twitter</a>, <a href="https://www.linkedin.com/in/uncensoredcmo/" rel="nofollow" target="_blank">LinkedIn</a>* The <a href="https://podcasts.apple.com/gb/podcast/uncensored-cmo/id1486335987" rel="nofollow" target="_blank">uncensored CMO podcast</a>* <a href="https://system1group.com/work/advertising" rel="nofollow" target="_blank">System 1 group</a>The brand audit templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises.Learn brand strategyActivate 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 with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

The power of emotion in advertising with Jon Evans

Alex Antolino

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 templateAs 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 strategyActivate 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

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 <a href="https://www.instagram.com/antolino/" rel="nofollow" target="_blank">Instagram</a>, <a href="https://www.linkedin.com/in/alexantolino/" rel="nofollow" target="_blank">LinkedIn</a> or <a href="https://www.youtube.com/@AlexAntolino" rel="nofollow" target="_blank">Youtube</a>.The brand audit templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises.Learn brand strategyActivate 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

The creator mindset with Alex Antolino

Nick Asbury

Show notes:* Nick’s substack and the article on Purpose Nihilism* Nick on TwitterThe brand audit templateAs 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Show notes:* Nick’s substack and the <a href="https://nickasbury.substack.com/p/good-for-nothing" rel="nofollow" target="_blank">article</a> on Purpose Nihilism* Nick on <a href="https://nickasbury.substack.com/p/good-for-nothing" rel="nofollow" target="_blank">Twitter</a>The brand audit templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Purpose nihilism with Nick Asbury

Maximilian Weigl

Show notes:* The article that sparked the conversation* Science Magic, where Max works* Max on LinkedIn and TwitterThe brand audit templateAs 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Show notes:* The <a href="https://mbhw.co/2022/12/community-value-brands-businesses/" rel="nofollow" target="_blank">article</a> that sparked the conversation* <a href="https://www.sciencemagic.inc/" rel="nofollow" target="_blank">Science Magic</a>, where Max works* Max on <a href="https://www.linkedin.com/in/mweigl/" rel="nofollow" target="_blank">LinkedIn</a> and <a href="https://twitter.com/mbhw" rel="nofollow" target="_blank">Twitter</a>The brand audit templateAs 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 <a href="https://www.holabrief.com/stef" rel="nofollow" target="_blank">brand audit</a> template on Holabrief and explore many more creative/strategic exercises. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

The power of community with Maximilian Weigl

Tom Roach

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 &amp; Field, the long and short of it- Tom's currently working at JellyfishIf you want to stay up to date, please subscribe on Substack.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

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.- <a href="https://thetomroach.com/2020/11/15/the-wrong-and-the-short-of-it/" rel="nofollow" target="_blank">The wrong and short of it</a> article- Tom's <a href="https://thetomroach.com/" rel="nofollow" target="_blank">blog</a> (check out the other amazing articles too)- The original book by Binet &amp; Field, <a href="https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies" rel="nofollow" target="_blank">the long and short of it</a>- Tom's currently working at <a href="https://www.jellyfish.com/en-dk" rel="nofollow" target="_blank">Jellyfish</a>If you want to stay up to date, please subscribe on <a href="http://letstalkbranding.substack.com" rel="nofollow" target="_blank">Substack</a>. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Tom Roach - The wrong and short of it

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.If you want to stay tuned for more Let’s talk branding news, episodes and videos, subscribe below! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

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 <a href="https://twitter.com/YounglingAndCo" rel="nofollow" target="_blank">here</a> and check out his paid stuff <a href="https://younglingresearch.gumroad.com/" rel="nofollow" target="_blank">here</a>.If you want to stay tuned for more Let’s talk branding news, episodes and videos, subscribe below! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Entrepreneurial science with RJ Youngling

Stef Hamerlinck is your host in this show on brand strategy where I interview industry leaders in branding, design, and strategy. Get inspired and become a better brand strategist. Learn how to solve bigger problems. To get more insights on how to become a creative strategist, visit letstalkbranding.be letstalkbranding.substack.com

Most branding podcast are really just a marketing, general business or an entrepreneurs journey podcast, not branding. This one is actually about branding and I love it.

a branding podcast that is actually about branding

Not only will you hear from amazing industry leaders, Stef also does solo shows, and his are just as good. He can stand on his own which makes him a great host. His interviews are amazing. Definitely a great show for branding.

Great Interviews/Great Content

Stef Hamerlinck is your host in this show on brand strategy where I interview industry leaders in branding, design, and strategy. Get inspired and become a better brand strategist. Learn how to solve bigger problems. To get more insights on how to become a creative strategist, visit <a href="http://letstalkbranding.be" rel="nofollow" target="_blank">letstalkbranding.be</a> <a href="https://letstalkbranding.substack.com?utm_medium=podcast" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Let's talk branding

Camille Baldwin

“Brands, Put your money where your mouth is.”In this episode I talk with Camille Baldwin. Camille is a really interesting woman, as director of brand development at Gin Lane, she has created some amazing brands with her team. We talk about launching brands, strategy and much more. You can find the full excerpt below the sponsored message.We talk about:How Camille ended up at Gin Lane, an awesome studioAvoiding cliché’s in strategy and messagingWorking with startupsHow to launch a brandI mention ‘Jessica Simpson Hitch’ in the podcast, I actually meant Summer Teal Simpson Hitch, Apologies Summer! You can find a link to the article I mention hereHow the market will evolve and how customers are reading trough the bsHow B2B brands are becoming more and more brand ledHow to create a strategy for startupsYou can connect with Camille on her Linkedin or website.I'd appreciate it if you could rate the podcast on itunes. It will help me in reaching other designers.This episode is supported by HolaBriefVery few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.Check out Holabrief This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>“Brands, Put your money where your mouth is.”</h1>In this episode I talk with Camille Baldwin. Camille is a really interesting woman, as director of brand development at Gin Lane, she has created some amazing brands with her team. We talk about launching brands, strategy and much more. You can find the full excerpt below the sponsored message.We talk about:How Camille ended up at <a href="http://ginlane.com" rel="nofollow" target="_blank">Gin Lane</a>, an awesome studio Avoiding cliché’s in strategy and messaging Working with startups How to launch a brand I mention ‘Jessica Simpson Hitch’ in the podcast, I actually meant Summer Teal Simpson Hitch, Apologies Summer! You can find a link to the article I mention <a href="https://focuslabllc.com/digest/walking-the-walk-the-significance-of-brand-behavior" rel="nofollow" target="_blank">here</a> How the market will evolve and how customers are reading trough the bs How B2B brands are becoming more and more brand led How to create a strategy for startupsYou can connect with Camille on her <a href="https://www.linkedin.com/in/camillebaldwin/" rel="nofollow" target="_blank">Linkedin</a> or <a href="http://ginlane.com" rel="nofollow" target="_blank">website</a>.I'd appreciate it if you could rate the podcast on <a href="https://itunes.apple.com/be/podcast/ltb-003-kristoffer-fink-parup-senior-brand-strategist/id1336153310?i=1000402607111&amp;mt=2" rel="nofollow" target="_blank">itunes</a>. It will help me in reaching other designers.<h2>This episode is supported by HolaBrief</h2><a href="http://holabrief.com" rel="nofollow" target="_blank"></a>Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.<a href="http://holabrief.com" rel="nofollow" target="_blank">Check out Holabrief</a> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB S2 014 Camille Baldwin - Launching brands at Gin Lane

Jenni Romaniuk

Bio: International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2. Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world’s biggest brands.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally. Her new book Building Distinctive Brand Assets is a book for anyone with a brand, to help future-proof any brand's identity and learn which strategies work, and which don't. How Brands Grow Part 2, co-authored with Professor Byron Sharp, will change the way you think about marketing forever.We talk about:What is a distinctive asset?The importance of the brand name in building a distinctive asset.Fonts as a distinctive asset.The mental structures a new brand has to build.Fame and uniqueness as measurements for distinctive assets.Is distinctiveness what makes people buy?What all you need to do when thinking about brand strategy.The key factors of mental availability.How to create focus with limited resources?When is it time to completely re-brand?Important Quotes:“Make steps to build it.”“Not everything has to be a distinctive asset.”“Clarify what’s important.”“Bigger brands are not more differentiated.”“Stand out in the retail environment.”“All of it can still be done if you’re a small brand.”“Loyalty will always have it’s limits.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Bio: International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2. Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world’s biggest brands.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally. Her new book Building Distinctive Brand Assets is a book for anyone with a brand, to help future-proof any brand's identity and learn which strategies work, and which don't. How Brands Grow Part 2, co-authored with Professor Byron Sharp, will change the way you think about marketing forever.We talk about:<ul> <li>What is a distinctive asset?</li><li>The importance of the brand name in building a distinctive asset.</li><li>Fonts as a distinctive asset.</li><li>The mental structures a new brand has to build.</li><li>Fame and uniqueness as measurements for distinctive assets.</li><li>Is distinctiveness what makes people buy?</li><li>What all you need to do when thinking about brand strategy.</li><li>The key factors of mental availability.</li><li>How to create focus with limited resources?</li><li>When is it time to completely re-brand?</li></ul>Important Quotes:<ul> <li>“Make steps to build it.”</li><li>“Not everything has to be a distinctive asset.”</li><li>“Clarify what’s important.”</li><li>“Bigger brands are not more differentiated.”</li><li>“Stand out in the retail environment.”</li><li>“All of it can still be done if you’re a small brand.”</li><li>“Loyalty will always have it’s limits.”</li></ul> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Jenni Romaniuk: Building Distinctive Brands

Armin Vit

A Brand New worldIn this episode I talk with Armin Vit. Armin is the founder of the Brand New blog, one of thé design blogs in the design community. Armin has been writing and commenting about logo and identity design for a long time. It makes him a really interesting guy to talk to. Enjoy!We talk about:How to learn the language of designArmin's blog: Brand newReasons to do a rebrandRecent Pentagram redesignsThe future of the ad agencyHow Armin designs logo's and identitiesThe Airbnb logo redesignYou connect with Armin on twitter or on his arminvit .I'd appreciate it if you could rate the podcast on itunes.  Get the latest podcast in your inbox. Sign up with your email address to receive news and updates. Email AddressSign UpWe respect your privacy.Thank you!This episode is supported by HolaBriefVery few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.Check out Holabrief This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>A Brand New world</h1>In this episode I talk with Armin Vit. Armin is the founder of the Brand New blog, one of thé design blogs in the design community. Armin has been writing and commenting about logo and identity design for a long time. It makes him a really interesting guy to talk to. Enjoy!We talk about:<ul> <li>How to learn the language of design</li><li>Armin's blog: <a href="https://www.underconsideration.com/brandnew/" rel="nofollow" target="_blank">Brand new</a></li><li>Reasons to do a rebrand</li><li>Recent Pentagram redesigns</li><li>The future of the ad agency</li><li>How Armin designs logo's and identities</li><li>The <a href="https://design.studio/work/airbnb" rel="nofollow" target="_blank">Airbnb logo redesign</a></li></ul>You connect with Armin on <a href="https://twitter.com/ArminVit" rel="nofollow" target="_blank">t</a><a href="https://twitter.com/ArminVit" rel="nofollow" target="_blank">witter</a> or on his <a href="https://www.instagram.com/arminvit/" rel="nofollow" target="_blank">arminvit</a> .I'd appreciate it if you could rate the podcast on <a href="https://itunes.apple.com/be/podcast/ltb-003-kristoffer-fink-parup-senior-brand-strategist/id1336153310?i=1000402607111&amp;mt=2" rel="nofollow" target="_blank">itunes</a>. <code> <h2>Get the latest podcast in your inbox.</h2> Sign up with your email address to receive news and updates. Email Address Sign Up We respect your privacy.Thank you! </code> <h2>This episode is supported by HolaBrief</h2>Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.<a href="http://holabrief.com" rel="nofollow" target="_blank">Check out Holabrief</a> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB S2 002 Armin Vit, founder of Brand New and design spectator.

Eli Altman

We talk about:Eli's studio: a hundred monkeysNaming mistakesThe importance of naming for logo designHow to protect your name, legallyHow to work with clients on namingEli's book : Don't call it thatIf you are interested in winning a free copy of the book, signed by Eli, visit letstalkbranding.be/eli This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:<ul> <li>Eli's studio: <a href="https://www.ahundredmonkeys.com/" rel="nofollow" target="_blank">a hundred monkeys</a></li><li>Naming mistakes</li><li>The importance of naming for logo design</li><li>How to protect your name, legally</li><li>How to work with clients on naming</li><li>Eli's book : <a href="https://elialtman.com/artifacts/dont-call-it-that" rel="nofollow" target="_blank">Don't call it that</a></li></ul>If you are interested in winning a free copy of the book, signed by Eli, visit <a href="http://letstalkbranding.be/eli" rel="nofollow" target="_blank">letstalkbranding.be/eli</a> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Eli Altman - Brand naming

Stef Hamerlinck

In this solo episode, I walk you through some of the biggest mistakes I've made or see other people make in brand strategy. How can we spot them, avoid them and create a better, more actionable brand strategy? Have fun! Here they are: Fluff: the words in the strategy are so 'floaty' that it's hard to see what you mean. Usually a lot of 'human-centered', authentic storytelling. A lot of 'purpose' driven brands are also bsMagical unicorn thinking: because of our unique story, people will come.Unrealistic: in strategy, finding the balance between 'challenging' the client and creating something that's possible for the company is hard.A lot of strategy looks amazing on paper or in a deck, but is not possible in real life. Recognizing the internal and external restrections of a company are crucial to developing a strategNot actionable: strategy should inspire action,it should be a platform, a guiding policy for change, so go through your deck, do you see obvious areas to improve, are their steps we can take?A lot of people confuse writing a vision statement with strategy, that's not enough, how will we get there?What hurdles do we need to cross?Not validated: most of strategy is based on assumptions, actually a lot of times, your clients will have gotten where they are by assumping certain things. A startup is bascially an assumption. Yet strategy is about 'diagnose', about researching.Triangulating your data sources is key.Have a source listNot aligned: in a lot of cases, a few people are 'on board' and other people aren't, don't just let them out of the process because your clients think there will be friction, embrace that frictionpull all the stakeholders in, also the conservetaive onesa strategy will only be put in action if all objection are adressed, don't think one person will do it for you when you're goneNo clear challenge defined: just creating strategy for strategy's sake is not the right approach.Everyone needs a brand strategy: sure, but why are we adressing this now? At what stage is the company at? Why are we using an external agency? All of these things might hint at a clearer challengeif the answers are: it doesn't have to be now, it's not really that important then maybe it's not the time, because they don't actually want change, if things are going the way they should, you shouldn't be creating strategy just because you cantry to write a strategy outline: the problem - the approach - the challenges - weakness &amp; strengths - opportunities &amp; threatsof course this might change troughout the strategy, it's a starting hypothesis, like a scientist starting out with a belief about the world, the data and insights will either confirm, alter or deny the hypothesisThank 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.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

In this solo episode, I walk you through some of the biggest mistakes I've made or see other people make in brand strategy. How can we spot them, avoid them and create a better, more actionable brand strategy? Have fun! Here they are: <ol><li>Fluff: the words in the strategy are so 'floaty' that it's hard to see what you mean. Usually a lot of 'human-centered', authentic storytelling. A lot of 'purpose' driven brands are also bs</li><li>Magical unicorn thinking: because of our unique story, people will come.</li><li>Unrealistic: in strategy, finding the balance between 'challenging' the client and creating something that's possible for the company is hard.<ol><li>A lot of strategy looks amazing on paper or in a deck, but is not possible in real life. Recognizing the internal and external restrections of a company are crucial to developing a strateg</li></ol></li><li>Not actionable: strategy should inspire action,<ol><li>it should be a platform, a guiding policy for change, so go through your deck, do you see obvious areas to improve, are their steps we can take?</li><li>A lot of people confuse writing a vision statement with strategy, that's not enough, how will we get there?</li><li>What hurdles do we need to cross?</li></ol></li><li>Not validated: most of strategy is based on assumptions, actually a lot of times, your clients will have gotten where they are by assumping certain things. A startup is bascially an assumption. Yet strategy is about 'diagnose', about researching.<ol><li>Triangulating your data sources is key.</li><li>Have a source list</li></ol></li><li>Not aligned: in a lot of cases, a few people are 'on board' and other people aren't, don't just let them out of the process because your clients think there will be friction, embrace that friction<ol><li>pull all the stakeholders in, also the conservetaive ones</li><li>a strategy will only be put in action if all objection are adressed, don't think one person will do it for you when you're gone</li></ol></li><li>No clear challenge defined: just creating strategy for strategy's sake is not the right approach.<ol><li>Everyone needs a brand strategy: sure, but why are we adressing this now? At what stage is the company at? Why are we using an external agency? All of these things might hint at a clearer challenge</li><li>if the answers are: it doesn't have to be now, it's not really that important then maybe it's not the time, because they don't actually want change, if things are going the way they should, you shouldn't be creating strategy just because you can</li><li>try to write a strategy outline: the problem - the approach - the challenges - weakness &amp; strengths - opportunities &amp; threats</li><li>of course this might change troughout the strategy, it's a starting hypothesis, like a scientist starting out with a belief about the world, the data and insights will either confirm, alter or deny the hypothesis</li></ol></li></ol>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 <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be" rel="nofollow" target="_blank">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Stef Hamerlinck - Mistakes in brand strategy

We talk about :The four levels of learning: Read - Process - Play - DoBook list herePodcast list herePodcast about restaurants: Fast forward by QSRHow education plays a roll in learning brand strategyArticle about branding vs marketingGoing beyond your bubble of knowledgeHow a brand strategy is similar to actually learning about itThank 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.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about :<ul><li>The four levels of learning: Read - Process - Play - Do</li><li>Book list <a href="letstalkbranding.be/resources" rel="nofollow" target="_blank">here</a></li><li>Podcast list <a href="https://www.letstalkbranding.be/home/brandstrategypodcasts" rel="nofollow" target="_blank">here</a></li><li>Podcast about restaurants: <a href="https://www.qsrmagazine.com/fast-casual/fast-forward-podcast-qsr-magazine" rel="nofollow" target="_blank">Fast forward by QSR</a></li><li>How education plays a roll in learning brand strategy</li><li>Article about <a href="https://www.letstalkbranding.be/home/brandingvsmarketing" rel="nofollow" target="_blank">branding vs marketing</a></li><li>Going beyond your bubble of knowledge</li><li>How a brand strategy is similar to actually learning about it</li></ul>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 <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be" rel="nofollow" target="_blank">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Stef Hamerlinck - How to learn brand strategy

Here's the definition: Branding is the deliberate, continuous process of developing observable, distinctive, assets associated with a product or service.A mouthful, let's break that down:Deliberate: You might 'have' a brand whether you like it or not, but the act of 'branding' is intentional. It's a conscious effort to create a brand.Continuous: Branding is not a one-time effort. It's a constant act of refreshing, fine-tuning, and creation, based on consumers perception of the brand.Process: Branding doesn't happen 'randomly'. It's a process with well defined stages, building on a validated strategy process that enables a creative output.Developing: Branding is not just about 'creating' new assets. It's a deliberate choice of investing in certain assets and downgrading others.Observable: Branding is the translation between brand strategy and the actual touchpoints consumers see. Things like 'positioning' or business goals are not directly noticeable at a brand level. Sound, graphics, messages, photography, tone of voice, motion. They are all assets that are part of a brand's observable surface.Distinctive: To be distinct means to be able to recognize easily. It means not being confused with competitors. It means being recognized as your company. Not to be confused with being different.Assets: An asset is a resource for a company. Branding is about developing assets that have a clear return on investment. They are not just 'creative ideas'; they are quantifiable assets on a companies balance sheet.Associated: Association works on different levels. Branding needs to work unconsciously and consciously. On the first, most crucial level, a brand needs to send the right signals for our autopilot to pick up on.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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Here's the definition: <h2>Branding is the deliberate, continuous process of developing observable, distinctive, assets associated with a product or service.</h2>A mouthful, let's break that down:<ul><li>Deliberate: You might 'have' a brand whether you like it or not, but the act of 'branding' is intentional. It's a conscious effort to create a brand.</li><li>Continuous: Branding is not a one-time effort. It's a constant act of refreshing, fine-tuning, and creation, based on consumers perception of the brand.</li><li>Process: Branding doesn't happen 'randomly'. It's a process with well defined stages, building on a validated strategy process that enables a creative output.</li><li>Developing: Branding is not just about 'creating' new assets. It's a deliberate choice of investing in certain assets and downgrading others.</li><li>Observable: Branding is the translation between brand strategy and the actual touchpoints consumers see. Things like 'positioning' or business goals are not directly noticeable at a brand level. Sound, graphics, messages, photography, tone of voice, motion. They are all assets that are part of a brand's observable surface.</li><li>Distinctive: To be distinct means to be able to recognize easily. It means not being confused with competitors. It means being recognized as your company. Not to be confused with being different.</li><li>Assets: An asset is a resource for a company. Branding is about developing assets that have a clear return on investment. They are not just 'creative ideas'; they are quantifiable assets on a companies balance sheet.</li><li>Associated: Association works on different levels. Branding needs to work unconsciously and consciously. On the first, most crucial level, a brand needs to send the right signals for our autopilot to pick up on.</li></ul>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 <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be" rel="nofollow" target="_blank">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Stef Hamerlinck - Branding vs. brand

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 manifestoPositioning vs DistinctivenessLong term vs Short term brand buildingThe definition of brandingTactics vs StrategyHow to understand business strategyThe hierarchy of business, marketing and brand strategyThe Dove 'real beauty'  campaignBrand purpose as management toolThe four 'P's by KotlerPositioning as a 'timesaver' instead of a marketing toolThere is a bunch of booktips throughout the episode:How brands grow by Byron SharpBuilding Distinctive assets by Jenni RomaniukEat your greens by Wiemer Snijders Good strategy, bad strategy by Richard RumeltThe Halo effect  by Phil RosenzweigThe long and short of it by Peter Field and Les BinetThank 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<a href="https://twitter.com/RouserJP" rel="nofollow" target="_blank">JP Hanson</a> is the chief executive for international consultancy <a href="https://rouser.se" rel="nofollow" target="_blank">Rouser</a>, a globally recognized authority on business and marketing strategy, columnist for <a href="https://www.marketingweek.com" rel="nofollow" target="_blank">MarketingWeek</a> 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:<ul><li><a href="https://rouser.se/manifesto/" rel="nofollow" target="_blank">The Rouser manifesto</a></li><li>Positioning vs Distinctiveness</li><li>Long term vs Short term brand building</li><li>The definition of branding</li><li>Tactics vs Strategy</li><li>How to understand business strategy</li><li>The hierarchy of business, marketing and brand strategy</li><li>The Dove 'real beauty'  campaign</li><li>Brand purpose as management tool</li><li>The <a href="https://www.purelybranded.com/insights/the-four-ps-of-marketing/" rel="nofollow" target="_blank">four 'P's</a> by Kotler</li><li>Positioning as a 'timesaver' instead of a marketing tool</li></ul>There is a bunch of booktips throughout the episode:<ul><li><a href="https://amzn.to/2XTiaub" rel="nofollow" target="_blank">How brands grow</a> by Byron Sharp</li><li><a href="https://amzn.to/32y9TdH" rel="nofollow" target="_blank">Building Distinctive assets</a> by Jenni Romaniuk</li><li><a href="https://amzn.to/2PIXIqu" rel="nofollow" target="_blank">Eat your greens</a> by Wiemer Snijders </li><li><a href="https://amzn.to/2WAN6eG" rel="nofollow" target="_blank">Good strategy, bad strategy</a> by Richard Rumelt</li><li><a href="https://amzn.to/2WBCMmR" rel="nofollow" target="_blank">The Halo effect</a>  by Phil Rosenzweig</li><li><a href="https://amzn.to/2qjWw2o" rel="nofollow" target="_blank">The long and short of it</a> by Peter Field and Les Binet</li></ul>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 <a href="https://www.holabrief.com" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

JP Hanson - From business to brand strategy

Steve Wolf

Inspired by the past, shaping the future.In this episode I talk with Steve Wolf, he's one of my biggest design heroes so I'm super excited to talk to him. We talk about his inspiration as a designer, how to involve clients in the design process and a lot more.We talk about:Steve's history and how he started the studioWorking together with his wifeWhat inspires Steve: Ikko tanaka and many moreHow to involve your client's in the design processGood clients and bad clientsYou connect with Steve on dribbble or his website I'd appreciate it if you could rate the podcast on itunes.  Get the latest podcast in your inbox. Sign up with your email address to receive news and updates. Email AddressSign UpWe respect your privacy.Thank you!This episode is supported by HolaBriefVery few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.Check out Holabrief This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>Inspired by the past, shaping the future.</h1>In this episode I talk with Steve Wolf, he's one of my biggest design heroes so I'm super excited to talk to him. We talk about his inspiration as a designer, how to involve clients in the design process and a lot more.We talk about:<ul> <li></li></ul>Steve's history and how he started the studio<ul> <li></li></ul>Working together with his wife<ul> <li></li></ul>What inspires Steve: Ikko tanaka and many more<ul> <li></li></ul>How to involve your client's in the design process<ul> <li></li></ul>Good clients and bad clientsYou connect with Steve on <a href="https://dribbble.com/WOLF_STEVE" rel="nofollow" target="_blank">dribbble</a> or his <a href="https://www.stevewolf.co/" rel="nofollow" target="_blank">website</a> I'd appreciate it if you could rate the podcast on <a href="https://itunes.apple.com/be/podcast/ltb-003-kristoffer-fink-parup-senior-brand-strategist/id1336153310?i=1000402607111&amp;mt=2" rel="nofollow" target="_blank">itunes</a>. <code> <h2>Get the latest podcast in your inbox.</h2> Sign up with your email address to receive news and updates. Email Address Sign Up We respect your privacy.Thank you! </code> <h2>This episode is supported by HolaBrief</h2><a href="http://holabrief.com" rel="nofollow" target="_blank"></a>Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.<a href="http://holabrief.com" rel="nofollow" target="_blank">Check out Holabrief</a> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB S2 003 Steve Wolf - Inspired by the past, shaping the future.

Jasmine Bina

Here's what we talked about:The concept bureauHow writing about brand strategy can help you attract the right clientsJasmine talks about 'Hims'Four Sigmatic, another brand we discussedIt's not about being better, it's about being different (read the article)The emergent story arc frameworkLooking at history to decide on the future of a brandA brand is an opinionThank 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Here's what we talked about:<ul><li><a href="https://www.theconceptbureau.com/" rel="nofollow" target="_blank">The concept bureau</a></li><li>How writing about brand strategy can help you attract the right clients</li><li>Jasmine talks about '<a href="https://www.forhims.com/" rel="nofollow" target="_blank">Hims</a>'</li><li><a href="https://us.foursigmatic.com/" rel="nofollow" target="_blank">Four Sigmatic</a>, another brand we discussed</li><li>It's not about being better, it's about being different (read the <a href="https://www.google.com/search?q=being+different+not+better+jasmine&amp;oq=being+different+not+better+jasmine&amp;aqs=chrome..69i57j33.6519j0j0&amp;sourceid=chrome&amp;ie=UTF-8" rel="nofollow" target="_blank">article</a>)</li><li><a href="https://medium.com/@TripleJas/theres-always-a-pattern-using-the-emergent-story-arc-to-win-the-brand-war-9579a94ebc9" rel="nofollow" target="_blank">The emergent story arc framework</a></li><li>Looking at history to decide on the future of a brand</li><li>A brand is an opinion</li></ul>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 <a href="holabrief.com" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Jasmine Bina - Brands with a story

Byron Sharp

We talk about:Byron’s book: How Brands GrowIf it’s not about positioning, then what should you be doing as a strategist?How can you build a loyal customer base?Small brands VS. big brands.How do you push through and become a brand people recognize?How do you become distinctive?What are the reasons for a re-brand?How do you know what distinctive assets you have?Important Quotes:“The real world is a weird place.”“Some things are much more important than we thought.”“All brands are smaller than they want to be.”“If you’re only on one channel, you are going to be smaller.”“You know what you can touch and what you can’t.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:<ul> <li>Byron’s book: How Brands Grow</li><li>If it’s not about positioning, then what should you be doing as a strategist?</li><li>How can you build a loyal customer base?</li><li>Small brands VS. big brands.</li><li>How do you push through and become a brand people recognize?</li><li>How do you become distinctive?</li><li>What are the reasons for a re-brand?</li><li>How do you know what distinctive assets you have?</li></ul>Important Quotes:<ul> <li>“The real world is a weird place.”</li><li>“Some things are much more important than we thought.”</li><li>“All brands are smaller than they want to be.”</li><li>“If you’re only on one channel, you are going to be smaller.”</li><li>“You know what you can touch and what you can’t.”</li></ul> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Byron Sharp - How Brands Grow

Jason Halstead

For |blanc| who |blanc| we are the only |blanc| that |blanc| unlike |blanc| we |blanc| In this episode I talk with Jason Halstead, he runs Gist Brands and is an experienced brand strategist. I found Jason through one of the many great pieces of content he puts out there, the Brand Spectrum. Jason is a great educator and knows his craft. We talk about positioning and when to rebrand. We talk about:The Brand SpectrumPositioning a brandRebrandingTheMoore value formatYou can find Jason on twitter, instagram, or on his agency website Gist BrandsI'd appreciate it if you could rate the podcast on itunes. Or you can always find it on soundcloud. Get the latest podcast in your inbox. Sign up with your email address to receive news and updates. Email AddressSign UpWe respect your privacy.Thank you! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>For |blanc| who |blanc| we are the only |blanc| that |blanc| unlike |blanc| we |blanc| </h1>In this episode I talk with Jason Halstead, he runs Gist Brands and is an experienced brand strategist. I found Jason through one of the many great pieces of content he puts out there, the Brand Spectrum. Jason is a great educator and knows his craft. We talk about positioning and when to rebrand. We talk about:<ul> <li><a href="https://gistbrands.net/wp-content/uploads/2014/08/Brand-Spectrum-Infographic_social.pdf" rel="nofollow" target="_blank">The Brand Spectrum</a></li><li>Positioning a brand</li><li>Rebranding</li><li>The<a href="https://www.letstalkbranding.be/s/Intro-Value-Prop-Worksheet.pdf" rel="nofollow" target="_blank">Moore value format</a></li></ul>You can find Jason on <a href="https://twitter.com/gistbrands" rel="nofollow" target="_blank">twitter</a>, <a href="https://www.instagram.com/gistbrands/" rel="nofollow" target="_blank">instagram</a>, or on his agency website <a href="https://gistbrands.net/" rel="nofollow" target="_blank">G</a><a href="https://gistbrands.net/" rel="nofollow" target="_blank">ist Brands</a>I'd appreciate it if you could rate the podcast on <a href="https://itunes.apple.com/be/podcast/ltb-003-kristoffer-fink-parup-senior-brand-strategist/id1336153310?i=1000402607111&amp;mt=2" rel="nofollow" target="_blank">itunes</a>. Or you can always find it on <a href="https://soundcloud.com/user-393484994/ltb-004-fransisco-andriani-from-asis-brand-identity-specialist" rel="nofollow" target="_blank">soundcloud</a>.<code> <h2>Get the latest podcast in your inbox.</h2> Sign up with your email address to receive news and updates. Email Address Sign Up We respect your privacy.Thank you! </code> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB 009 Jason Halstead: the Brand Spectrum, positioning a brand and rebranding.

SHOW NOTESIn this episode I talk with Mackey Saturday, he created some iconic visual identities such as Instagram, Oculus and Luxe. We talk about how he creates visual identities with his studio, what he learned from working with design legends Chermayeff &amp; Geismar &amp; Haviv and much more.Bio:Mackey Saturday (born 1985) is an American designer and typographer whose work includes logos for Instagram, Oculus and Luxe. He runs his own design firm and was formerly a principal at New York City design firm Chermayeff &amp; Geismar &amp; Haviv.We talk about:Mackey’s love of designHow he stays creative even in the middle of a long work dayWhat made Mackey decide to take the leap and start his own studioHow Mackey became the expert in what he doesMakcey’s process and workflowThe changes that clients want, and why those changes might not be for the betterBeing cautious around changes clients wantThe important things to keep in mind first and foremostHow Mackey makes sure that each project is unique and functionalDealing with the risksDeciding on what to keep and what to evolveThe right questions you should be askingHow many options you should give clientsPreparing the client for your workHow much does a logo cost?The differences in working for large and small brandsWhat is changing in the world of branding, both for the good and the badHolding yourself accountable for the work you doImportant Quotes:“You don’t have to be a starving artist.”“I took a risk, and it’s worked so far.”“There are core parts of the process that rings true all the time.”“Pride i"s a huge piece of identity design.”“Don’t just give them what they want, give them what they need.”“It needs to be good. Period.”“Do no harm.”“Show them good work.”“There are only certain parts of the situation you can control.”“Don’t let your pride get in the way.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

SHOW NOTESIn this episode I talk with Mackey Saturday, he created some iconic visual identities such as Instagram, Oculus and Luxe. We talk about how he creates visual identities with his studio, what he learned from working with design legends Chermayeff &amp; Geismar &amp; Haviv and much more.Bio:Mackey Saturday (born 1985) is an American designer and typographer whose work includes logos for Instagram, Oculus and Luxe. He runs his own design firm and was formerly a principal at New York City design firm Chermayeff &amp; Geismar &amp; Haviv.We talk about:<ul> <li>Mackey’s love of design</li><li>How he stays creative even in the middle of a long work day</li><li>What made Mackey decide to take the leap and start his own studio</li><li>How Mackey became the expert in what he does</li><li>Makcey’s process and workflow</li><li>The changes that clients want, and why those changes might not be for the better</li><li>Being cautious around changes clients want</li><li>The important things to keep in mind first and foremost</li><li>How Mackey makes sure that each project is unique and functional</li><li>Dealing with the risks</li><li>Deciding on what to keep and what to evolve</li><li>The right questions you should be asking</li><li>How many options you should give clients</li><li>Preparing the client for your work</li><li>How much does a logo cost?</li><li>The differences in working for large and small brands</li><li>What is changing in the world of branding, both for the good and the bad</li><li>Holding yourself accountable for the work you do</li></ul>Important Quotes:<ul> <li>“You don’t have to be a starving artist.”</li><li>“I took a risk, and it’s worked so far.”</li><li>“There are core parts of the process that rings true all the time.”</li><li>“Pride i"s a huge piece of identity design.”</li><li>“Don’t just give them what they want, give them what they need.”</li><li>“It needs to be good. Period.”</li><li>“Do no harm.”</li><li>“Show them good work.”</li><li>“There are only certain parts of the situation you can control.”</li><li>“Don’t let your pride get in the way.”</li></ul> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Mackey Saturday: Crafting Visual Identities

We talk about:You can find the full blog post with definitions here.The value of brand strategyMark Pollard's definiton: strategy is an informed opinion about how to winMy definition of brand strategy: Brand strategy is a platform that bridges business strategy with branding &amp; marketing. A couple of important aspects hereIf 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. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:<ul><li>You can find the full blog post with definitions here.</li><li>The value of brand strategy</li><li>Mark Pollard's definiton: strategy is an informed opinion about how to win</li><li>My definition of brand strategy: </li><li>Brand strategy is a platform that bridges business strategy with branding &amp; marketing. A couple of important aspects here</li></ul>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 <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be" rel="nofollow" target="_blank">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

The value of brand strategy

In this episode I take a look back at all the valuable insights I got from the podcast guests.It was such an honor and interesting ride to start this first podcast season. I got to talk to some amazing people and learned a lot of things. I want to thank all of the guest from this first season and I look forward to the new season (starting june). We talk about:The 10 lessons I've learned this seasonThe upcoming online courseSPOILER ALERT: I also announce 2 guests for the next seasonI'd appreciate it if you could rate the podcast on itunes. Or you can always find it on soundcloud. Get the latest podcast in your inbox. Sign up with your email address to receive news and updates. Email AddressSign UpWe respect your privacy.Thank you! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>In this episode I take a look back at all the valuable insights I got from the podcast guests.</h1>It was such an honor and interesting ride to start this first podcast season. I got to talk to some amazing people and learned a lot of things. I want to thank all of the guest from this first season and I look forward to the new season (starting june). We talk about:<ul> <li>The 10 lessons I've learned this season</li><li>The upcoming online course</li><li>SPOILER ALERT: I also announce 2 guests for the next season</li></ul>I'd appreciate it if you could rate the podcast on <a href="https://itunes.apple.com/be/podcast/ltb-003-kristoffer-fink-parup-senior-brand-strategist/id1336153310?i=1000402607111&amp;mt=2" rel="nofollow" target="_blank">itunes</a>. Or you can always find it on <a href="https://soundcloud.com/user-393484994/ltb-004-fransisco-andriani-from-asis-brand-identity-specialist" rel="nofollow" target="_blank">soundcloud</a>.<code> <h2>Get the latest podcast in your inbox.</h2> Sign up with your email address to receive news and updates. Email Address Sign Up We respect your privacy.Thank you! </code> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB 010 The ten most valuable branding lessons from this season

In this episode, I talk with a former client and entrepreneur Peter Van Praet. Peter founded 'Bavet', a successful fast-casual chain in Belgium (10 restaurants and counting). We talk about the importance of branding, how to build a brand and how creative agencies could win more clients.The importance of people: how to attract employer and keep them excitedInhouse VS outhouse creativeHow agencies can become better at serving their clientsThe importance of branding and marketingHow to keep branding freshHow a brand evolvesAs always, I would really apreciate a rating on Itunes. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

In this episode, I talk with a former client and entrepreneur Peter Van Praet. Peter founded '<a href="https://www.bavet.eu" rel="nofollow" target="_blank">Bavet</a>', a successful fast-casual chain in Belgium (10 restaurants and counting). We talk about the importance of branding, how to build a brand and how creative agencies could win more clients.<ul> <li>The importance of people: how to attract employer and keep them excited</li><li>Inhouse VS outhouse creative</li><li>How agencies can become better at serving their clients</li><li>The importance of branding and marketing</li><li>How to keep branding fresh</li><li>How a brand evolves</li></ul>As always, I would really apreciate a rating on Itunes. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Peter Van Praet - Building a brand

Michael Johnson

In this episode I talk with one of my branding heroes, Michael Johnson, founder of Johnson Banks, author of Branding in five and a half steps and thought leader on brand strategy and design. We take a deep dive into brand strategy, design and how to bridge that gap.Michael's latest book: Now try something weirder is coming out by the end of may but you can get a chance to win an exclusive hand-signed copy before it releases. Join the give-away here.We talk about:Michael's agency: Johnson BanksThe Shelter rebrandMichael's book: Branding in 5 and a half stepsHow to move beyond jargon and talk about strategyThe difference between being a strategist and being a designerHow to inspire creative directionsHow design can affect the strategyMichael's new book: Now try something weirder. You can pre-order it here or join the give-away here to get a chance at winning an early copy.Where do idea's come from?A german stage and a series of penis pictures by Erik KesselsMichael's talk at typo BerlinWhy you need to try something weirderHow you can present design optionsWhy you need to learn how to writeTone of voice and messaging This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

In this episode I talk with one of my branding heroes, Michael Johnson, founder of Johnson Banks, author of Branding in five and a half steps and thought leader on brand strategy and design. We take a deep dive into brand strategy, design and how to bridge that gap.Michael's latest book: Now try something weirder is coming out by the end of may but you can get a chance to win an exclusive hand-signed copy before it releases. Join the give-away <a href="https://pages.convertkit.com/e61ccb352a/89e9acc63b" rel="nofollow" target="_blank">here</a>.We talk about:<ul> <li>Michael's agency: <a href="https://johnsonbanks.co.uk" rel="nofollow" target="_blank">Johnson Banks</a></li><li>The Shelter <a href="https://www.johnsonbanks.co.uk/work/shelter" rel="nofollow" target="_blank">rebrand</a></li><li>Michael's book: <a href="https://amzn.to/2XcGYZ5" rel="nofollow" target="_blank">Branding in 5 and a half steps</a></li><li>How to move beyond jargon and talk about strategy</li><li>The difference between being a strategist and being a designer</li><li>How to inspire creative directions</li><li>How design can affect the strategy</li><li>Michael's new book: Now try something weirder. You can pre-order it <a href="https://amzn.to/2X9x6iQ" rel="nofollow" target="_blank">here</a> or join the give-away <a href="https://pages.convertkit.com/e61ccb352a/89e9acc63b" rel="nofollow" target="_blank">here</a> to get a chance at winning an early copy.</li><li>Where do idea's come from?</li><li>A german stage and a series of penis pictures by <a href="https://www.typotalks.com/videos/your-mistakes-could-change-the-world/" rel="nofollow" target="_blank">Erik Kessels</a></li><li>Michael's talk at <a href="https://www.typotalks.com/videos/open-it-all-up/" rel="nofollow" target="_blank">typo Berlin</a></li><li>Why you need to try something weirder</li><li>How you can present design options</li><li>Why you need to learn how to write</li><li>Tone of voice and messaging</li></ul> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Michael Johnson - Branding with purpose

Creating human tech brands In this episode I talk with Alex Antolino. He is the creative director at Typeform. We talk about the rebrand at Typeform, how to create Human brands and much more. We talk about:What's it like working at a tech company like TypeformThe Typeform rebrandLearning about your customerCreating Human BrandsHow branding is like scuba diving. You do not 'invent' the brand idea, it's already thereYou connect with Alex on instagram or on his website .I'd appreciate it if you could rate the podcast on itunes.  Get the latest podcast in your inbox. Sign up with your email address to receive news and updates. Email AddressSign UpWe respect your privacy.Thank you!This episode is supported by HolaBriefVery few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.Check out Holabrief This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>Creating human tech brands </h1>In this episode I talk with Alex Antolino. He is the creative director at Typeform. We talk about the rebrand at Typeform, how to create Human brands and much more. We talk about:<ul> <li>What's it like working at a tech company like Typeform</li><li>The <a href="https://www.typeform.com/blog/inside-story/rebranding/" rel="nofollow" target="_blank">Typeform rebrand</a></li><li>Learning about your customer</li><li>Creating Human Brands</li><li>How branding is like scuba diving. You do not 'invent' the brand idea, it's already there</li></ul>You connect with Alex on <a href="https://www.instagram.com/antolino/" rel="nofollow" target="_blank">instagram</a> or on his <a href="http://alexantolino.com/" rel="nofollow" target="_blank">website</a> .I'd appreciate it if you could rate the podcast on <a href="https://itunes.apple.com/be/podcast/ltb-003-kristoffer-fink-parup-senior-brand-strategist/id1336153310?i=1000402607111&amp;mt=2" rel="nofollow" target="_blank">itunes</a>. <code> <h2>Get the latest podcast in your inbox.</h2> Sign up with your email address to receive news and updates. Email Address Sign Up We respect your privacy.Thank you! </code> <h2>This episode is supported by HolaBrief</h2>Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.<a href="http://holabrief.com" rel="nofollow" target="_blank">Check out Holabrief</a> This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB S2 001 Alex Antolino: creative director at Typeform. Creating human brands.

Brand strategy and uncovering the Human truth with Kristoffer Fink ParupHey guys! In this third podcast I talk with Kristoffer Fink Parup, he's an experienced brand strategist at International branding firm Pearlfisher._Kristoffer has worked in the world of branding as a Strategist for 5+ years at Monocle, venturethree, Pentagram and Pearlfisher. __Seeking to make brands express their essence in unique ways, Kristoffer works closely with Designers and other creatives to make sure the BIG idea always leads the way. _ Want the next episode in your email inbox?Subscribe to the podcast via itunes or soundcloud or by subscribing to our newsletter. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<h1>Brand strategy and uncovering the Human truth with Kristoffer Fink Parup</h1>Hey guys! In this third podcast I talk with Kristoffer Fink Parup, he's an experienced brand strategist at International branding firm <a href="http://pearlfisher.com" rel="nofollow" target="_blank">Pearlfisher</a>._Kristoffer has worked in the world of branding as a Strategist for 5+ years at Monocle, venturethree, Pentagram and Pearlfisher. __Seeking to make brands express their essence in unique ways, Kristoffer works closely with Designers and other creatives to make sure the BIG idea always leads the way. _ <h2>Want the next episode in your email inbox?</h2>Subscribe to the podcast via <a href="https://itunes.apple.com/be/podcast/lets-talk-branding/id1336153310" rel="nofollow" target="_blank">itunes</a> or <a href="https://soundcloud.com/user-393484994" rel="nofollow" target="_blank">soundcloud</a> or by subscribing to our newsletter. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

LTB 003 Kristoffer Fink Parup, Senior Brand Strategist at Pearlfisher.

Michael Brenner

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 suckMichaels company: https://marketinginsidergroup.com/A tool for content research: BuzzSumoA tool for content research: Answer the publicHow 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.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

<a href="https://www.linkedin.com/in/michaelbrenner" rel="nofollow" target="_blank">Michael Brenner</a> is a globally-recognized keynote speaker, author of <a href="https://www.amazon.com/Content-Formula-Calculate-Marketing-Never/dp/0997050802/" rel="nofollow" target="_blank">The Content Formula</a> and the CEO of <a href="http://marketinginsidergroup.com/" rel="nofollow" target="_blank">Marketing Insider Group</a>. 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 <a href="https://www.huffingtonpost.com/entry/581a11b3e4b0570d6d6f0a55?timestamp=1478104940661" rel="nofollow" target="_blank">Top Business Keynote Speaker</a> and a top <a href="https://www.forbes.com/sites/kimberlywhitler/2017/01/08/the-top-influencers-of-cmos-in-2016/#7983dad876f4" rel="nofollow" target="_blank">CMO influencer</a> by Forbes.We talk about:<ul><li>What is marketing? </li><li>Michael's latest book: <a href="https://meanpeoplesuck.com/book/" rel="nofollow" target="_blank">Mean people suck</a></li><li>Michaels company: <a href="https://marketinginsidergroup.com/" rel="nofollow" target="_blank">https://marketinginsidergroup.com/</a></li><li>A tool for content research: <a href="https://app.buzzsumo.com" rel="nofollow" target="_blank">BuzzSumo</a></li><li>A tool for content research: <a href="https://answerthepublic.com" rel="nofollow" target="_blank">Answer the public</a></li><li>How today's content is all about enabling users the generate content (e.g TikTok)</li><li>Consistency in content </li></ul>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 <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be" rel="nofollow" target="_blank">here</a>. This episode is sponsored by <a href="https://www.holabrief.com/" rel="nofollow" target="_blank">Holabrief</a>, The go-to platform  for creative briefs. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://letstalkbranding.substack.com?utm_medium=podcast&amp;utm_campaign=CTA_1" rel="nofollow" target="_blank">letstalkbranding.substack.com</a>

Michael Brenner - Content marketing

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