a branded world: Branding made easy. A podcast where we explore great brands and learn how to build a powerful brand.

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Welcome to a branded world, a podcast about all things branding by Luiza Campos from marcastrategy. A branded world explores great brands and interview experts and provide actionable advice to help you build a remarkable brand. If you are a nonprofit, a small or medium-size business or an entrepreneur this podcast is for you. In this podcast you'll hear advice on how to brand your organization from finding your values, purpose and vision to strategies on how to engage with your audience through effective marketing, building the right culture, advertising, written, visual and experiential communications and much more.

Luiza Campos


    • May 26, 2021 LATEST EPISODE
    • infrequent NEW EPISODES
    • 43m AVG DURATION
    • 93 EPISODES


    Latest episodes from a branded world: Branding made easy. A podcast where we explore great brands and learn how to build a powerful brand.

    15 lessons from over 30 years of value creation – with Todd Kelly

    Play Episode Listen Later May 26, 2021 52:40


    Growing your business is hard and this is especially true if you're a small organization.  Wouldn't it be great to learn from a seasoned marketer with a track record of growing revenue and profits while strengthening teams and building brands? Well, this is your chance. From the fundamentals to lessons you can only learn from over 30 years of experience, this episode is full of invaluable advice. Todd shares his insights on what brands need to have in place to better position themselves for growth avoid growing pains and not lose their magic, what makes them special, in the process.  

    93 - Inside the fastest growing social media teams - with Miruna Dragomir

    Play Episode Listen Later May 13, 2021 39:56


    In 2020, many brands pulled back their advertising and marketing. To ensure they could continue to connect and be helpful to their audiences, many significantly increased their social media efforts. In today's episode, I'm talking with Miruna Dragomir, Head of Marketing for Planable. Miruna takes us behind the scenes to show us how some of the social media teams that grew the most in 2020 are structured, how they organize their work, and the most effective strategies they use.  

    92 – How to build a personal brand

    Play Episode Listen Later Apr 29, 2021 24:47


    If you're starting your career, your consultancy, or small business, and want to position and differentiate yourself in the marketplace, elevate your credibility, and grow your influence, your personal brand is key. In this episode, we go through the steps you need to take to establish the brand you want to have. From the questions, you need to ask yourself before you start, to the two "must-have" platforms you need to be at. 

    91 - The business case for sustainability - with Chad Park

    Play Episode Listen Later Apr 15, 2021 42:20


    There are increasing expectations from consumers and investors alike for brands to demonstrate their genuine commitment towards a more sustainable future. But what does it mean to be a sustainable business and how can brands become more sustainable while ensuring financial viability?   In today's episode, I speak with Chad Park, VP of Sustainability and Citizenship at The Co-operators, Founding Director of the Energy Futures Lab, and founding member of The Natural Step Canada team. Chad has been recognized for his leadership and accomplishments in working with dozens of leading businesses and municipalities to help them integrate sustainability into their business strategy, operations, and organizational culture. He shares great advice and examples on how brands of any size or industry can apply.  

    90 - How gamification can improve lives and bottom lines - with Oliver Šimko - Part 2

    Play Episode Listen Later Mar 18, 2021 26:05


    This episode is the second part of my interview with Oliver Šimko. Gamification can be highly effective in a variety of areas, from attracting customers, increasing sales, building loyalty, creating healthier habits, increasing productivity, achieving better learning outcomes, etc. Given its effectiveness and the potential to start fairly easily and inexpensively, gamification can be a very helpful tool for organizations of all sizes and budgets. In this two-part series, I speak with Oliver Šimko, the founder of Luducrafts, a gamification design studio. Oliver and his team have built gamification solutions to help change how people learn, build new habits, and stronger corporate cultures.  Luducrafts has worked with companies such as Microsoft and Jaguar as well as other groups around the world.

    89 - How gamification can improve lives and bottom lines - with Oliver Šimko - Part 1

    Play Episode Listen Later Mar 4, 2021 30:02


    Gamification has become a bit of a buzzword in the last few years, but it's not just a gimmick. Gamification uses game design principles, behavioural science, and design thinking to create better products, services, and companies.   When done right, it can lead to engaging and effective solutions in a multitude of areas, from addressing social issues to the adoption of healthy habits to driving engagement, motivating staff, increasing productivity, or improve learning. In this two-part series, I speak with Oliver Šimko, the founder of Luducrafts, a gamification design studio. Oliver and his team have built gamification solutions to help change how people learn, build new habits, and stronger corporate cultures.  Luducrafts has worked with companies such as Microsoft and Jaguar as well as other groups around the world.

    88 - Becoming the story

    Play Episode Listen Later Feb 18, 2021 31:22


    We like to think we're rational beings and we mistakenly believe that we can persuade or create the action we want by creating awareness of an issue or presenting facts and rational arguments alone. But as our own experience shows us logic, data, or rational arguments alone don't cut it. If it did, we would all eat healthy, have active lifestyles, and not be glued to our phones.  What has proven to be a powerful tool to move us into action is storytelling. But how can you use stories for your organization and what makes a good story?  

    87 - How small brands become powerful

    Play Episode Listen Later Feb 4, 2021 25:13


    Entrepreneurs, small business owners, and non-profits have very limited time and resources. How should they use the little time and resources they have to compete with wealthier and more established brands?

    86 - Brand and Culture

    Play Episode Listen Later Jan 14, 2021 30:39


    When you're a small team culture is easier to manage but as you grow and hire more people, it becomes harder to preserve. It can easily grow and morph into something else. How do you create the right culture and maintain it as your organization grows? In this episode, I share six key principles that successful brands have applied to do just that.

    85 - Beyond 2020

    Play Episode Listen Later Dec 20, 2020 29:48


    2020 was quite the year and as much as we're all looking forward to putting it behind us, what are some learnings and insights we can take away from this crazy year that could be helpful in the future?  2020 impacted brands around the globe. While many brands and industries suffered significantly, with some not surviving, others experienced record-breaking growth.  What factors lead some brands to succeed and others to struggle? What are some consumer trends we need to pay attention to and be part of? And what are some opportunities worth exploring?  

    84 - How to influence and win clients with copywriting - with Rob Marsh

    Play Episode Listen Later Nov 26, 2020 33:06


    Chances are that your audience will first hear or read about you before you ever have a chance to engage with them in person. The language you use, your tone of voice and what you choose to say are key to differentiate you from the competition and to persuade your audience to choose you. In this episode, I speak with Rob Marsh, co-founder of The Copywriter Club. Rob is an experienced writer that now trains other writers on how to write to turn readers into clients.

    83 - How values impact engagement - with Cian Murphy

    Play Episode Listen Later Nov 12, 2020 41:44


    In this episode, we talk to Cian Murphy, Co-Managing Director of nfpSynergy, a research firm based in London, UK.  Cian is an expert in quantitative research design and analysis. Cian shares with us a research model used to better understand the drivers and barriers behind audience decisions and the latest trends and challenges corporations and charities face today.

    82 - Hipnostalgia: The A&W story - with Sarah Mueller

    Play Episode Listen Later Oct 29, 2020 47:23


    In this episode, I talk with Sarah Mueller, SVP of Marketing and Development for A&W Restaurants Inc. Sarah tells us the story of the over 100-year-old brand. From its humble beginnings, to how it became the means for so many to achieve the American dream, to the many disrupting changes in ownership and strategies. This is a story of resilience and of how a brand had to look to its past to find its future.

    81 - Challenge Accepted - with Jason Horowitz

    Play Episode Listen Later Jun 29, 2020 44:43


    By all measures, Hot Wheels is a brand success story. It's sold in over 150 countries, has universal brand awareness and it's the best selling toy in the world. But the question is, how can the brand continue to be as iconic for the next 50 years as it was for the first 50? In a digital world of mobile phones and on-demand content, how can Hot Wheels compete with the infinite choices kids have? Jason Horowitz, Senior Vice President of US Marketing at Mattel and Head of Global Digital and Media for Hot Wheels is my guest in this episode. Jason walks us through the year and a half long journey, he and his team went through to find the answer to those questions.

    80 - The future of brands

    Play Episode Listen Later Jun 12, 2020 17:36


    With everything that is happening in the world right now, we've seen brands struggle on how to best react.  Global market trends and the significant importance of younger generations have intensified the need and urgency for brands to do much more than provide a quality product or service.  In this episode, we explore the pressures that are at play and what brands need to consider as they move forward.

    79 - How to protect your brand - with Etienne Sanz De Acedo

    Play Episode Listen Later May 17, 2020 26:20


    Protecting your brand starts with registering your trademark but it needs to go well beyond that. As the CEO of the International Trademark Association, Etienne Sanz De Acedo, my guest on the podcast, has a good handle on what it takes to protect brands. With offices and representatives around the globe, and headquartered in New York City, Etienne walks us through what brands should do to foster consumer trust, economic growth, and innovation.  

    78 - How to build a resilient culture - with Lorne Rubis

    Play Episode Listen Later Apr 30, 2020 44:04


    An organization's culture is not just about having a positive work environment, it's about having the right team, that acts the right way and makes the right decisions. This is particularly true during critical times, such as the coronavirus crisis we all find ourselves in at the moment. How do you build the right culture? What do you need to do to create the right environment?  And how do you do that when you may be working from afar and may need to let go some of your team members? In this episode, I speak with Lorne Rubis, culture, and leadership expert about how to build a culture that is resilient in the face of adversity. That can adapt and pivot and does not deviate from their values even, or especially when having to make difficult decisions. 

    77 - Necessity is the mother of invention

    Play Episode Listen Later Apr 19, 2020 25:01


    So, we're still in the midst of the pandemic, and brands are trying to figure out what to do. By now most organizations have cut costs and are actively looking for financial support. But now it's important for brands to go beyond reacting to the challenges and look for opportunities. There are many examples of brands that managed to flourish during a crisis, mostly did so because of their ability to innovate and pivot. To envision possibilities rather than focus on the present existing problems, may even feel wrong, like bad leadership or use of resources. After all, we're in crisis management mode and the instinct is to protect and defend or manage to try to survive.   But it is exactly the ability to envision possibilities and seek new opportunities that give brands the best way to survive and potentially even thrive. In this episode I share three essential elements to help you imagine possible new opportunities that both address market demand and are a good fit with your brand.  

    72 - How to go from “one of many” to “one of a kind” - with David Lemley

    Play Episode Listen Later Apr 10, 2020 35:43


    In this episode, I speak with David Lemley, president and chief strategist of Retail Vodoo, about the main external challenges brands face in their pursuit to stand out in overcrowded markets and how to overcome these challenges. Learning to navigate external challenges is critical to success. Just as important, but often not addressed, is the ability to identify internal blocks or blind spots, that may be stopping brands to evolve or do what is needed to remain relevant and outlast competitors.

    76 - Marketing during COVID-19 – 6 guiding principles

    Play Episode Listen Later Apr 8, 2020 21:07


    The two questions that I've been getting the most this past week from organizations are, “Should we continue to market? and "Do we need to engage or talk about the crisis?”. Like me, you've probably received emails from every organization you ever engaged with. Although I don't think that's the right approach, not acknowledging the crisis, can make your brand seem completely out of touch or worse, insensitive to what consumers may be going through.   If this was a localized or short-term crisis, this wouldn't likely be an issue, but the impact of the coronavirus pandemic is unprecedented and it have already had an impact never seen before. So, what should brands do? In this episode I walk you through 6 guiding principles to help brands navigate this unchartered territory.   

    75 - Crisis communications - with Scott Crockatt

    Play Episode Listen Later Mar 20, 2020 46:42


    I don't think anyone was quite prepared for the COVID-19 crisis we're all facing right now. Unfortunately, this crisis will likely severely affect many organizations, for profit and non-profit. Today's episode is an encore episode first launched in March 2018. Although the examples shared are quite different in nature and scale (by a lot!) to the one we're experiencing now, the principles and best practices shared here, still apply. It's my hope that the advice shared in this episode can help guide some organizations through this crisis.      

    74 - The Harlem Globetrotters: How this legacy brand made a come back

    Play Episode Listen Later Mar 8, 2020 42:44


    In this episode, I speak to Brent Baldwin, head of brand marketing for the Harlem Globetrotters. Brent shares the history of the globetrotters, the evolution of the brand and how focusing on their purpose is helping the organization create clarity on who they are and attract the right audience and talent.

    73 - The need for brand alignment to deliver the right experiences - with Chris Wallace

    Play Episode Listen Later Feb 23, 2020 47:58


    Many brands leave to chance that front facing staff will know how to interpret the brand and create the right interactions with external audiences. This is at best a missed opportunity to strengthen your brand and at worst a risk in ending up with wrong or detrimental brand experiences. In this episode, I talk to Chris Wallace, Co-Founder and President of Innerview Group, a consulting firm that helps companies effectively transfer their brand strategy to their customer-facing staff. Chris shares the 3 steps to successfully engage and transfer the brand sentiment to staff and the 3 most effective tactics to do so.  

    71 - How McDonald's manages to be one of the world's most valuable brands? Part 2 - with Usman Tahir Jutt

    Play Episode Listen Later Nov 14, 2019 56:50


    In this episode, Usman shares with us in detail what the selection and training process is like for a potential MacDonald's owner and operator. This is a grueling process by which McDonald's is able to select the right people to represent the brand. McDonald's train them in how to become a successful operator while immersing them in the McDonald's brand.

    70 - How McDonald's continues to be one of the world's most valuable brands? Part 1 - with Usman Tahir Jutt

    Play Episode Listen Later Nov 2, 2019 39:04


    According to a 2019 study by Statista, McDonald's brand value is estimated at over $130 billion dollars. Almost three times more than number two, Starbucks, on the “fast food” category. How does a brand who regularly receives harsh criticism have such high brand value? And how do they keep their brand integrity and consistency in over 37,000 restaurants in 120 countries?

    69 - How the YMCA after 175 years, stays relevant to each community they serve and as a global brand - with Ken Lima-Coelho

    Play Episode Listen Later Oct 17, 2019 71:10


    Part of the YMCA success is their ability to change, but how does a massive global organization master the art of understanding audience needs, have the willingness to change and adapt while staying true to its brand essence? ken Lima-Coelho, VP of Community Engagement with the YMCA Calgary tells us how the YMCA does it and how they are investing in the brand. 

    68 - Part 3 of 3: Airbnb's powerful culture and how you can do it too - with Douglas Atkin

    Play Episode Listen Later Oct 3, 2019 31:46


    This is the third and final episode of a three-part series where we go deeper on how to define and operationalize your purpose and core values and how to create and nourish the right culture.

    67 - Part 2 of 3: How Airbnb defined and operationalized their core values and how you can do it too - with Douglas Atkin

    Play Episode Listen Later Sep 19, 2019 49:48


    Almost every organization has a set of values, but most don't know how to live by them. Operationalizing your values, translating them into actions and experiences is very hard to do. In this episode we pull the curtain to show you how Airbnb did it.

    66 - Part 1 of 3: How Airbnb found and implemented their purpose and how you can do it too - with Douglas Atkin

    Play Episode Listen Later Sep 6, 2019 56:26


    There is a lot of information about defining your purpose but there is not a lot on how to find your purpose and even less on how to implement it. This three-part series, will walk you through how to find your purpose and how to bring it to life. We'll give the behind the scenes details of how Airbnb did it, including the process and exercises they went through.

    65 - Using events to reinforce your brand and internal culture - with Eryne Sarabin

    Play Episode Listen Later Jul 12, 2019 36:07


    Events can be a great way to fully immerse your audience in your brand. Good food and a good venue are important but to achieve a memorable brand experience and meaningful connection with your audience you need to go beyond the basics.   In today's episode I'm speaking with Eryne Sarabin, founder of Tycoon Event Planning. Eryne shares with us some great tips and advice on how to create events that will attract and connect your audiences, internal or external, with your brand.

    64 - How to express your brand in a physical space - with Nicole Matos and Chris Goodrow

    Play Episode Listen Later Jul 2, 2019 34:07


    Injecting your brand in your spaces enhances the connection with your brand values reinforces your culture, nourishes staff and customer engagement and creates the right brand experiences.

    63 - How to really know your audience

    Play Episode Listen Later May 16, 2019 27:54


    Every brand should have a good handle on who their ideal customer is, not just based on age or gender but rather on their needs and desires.  In this episode we explore some ways to uncover the information you need to truly understand your audience and be able to provide them with the right product or service and craft the right messages and strategies to reach and convert them.

    62 - How Netflix brought down a giant and became a market leader by remaining true to their brand purpose

    Play Episode Listen Later May 2, 2019 41:31


    In this episode I'm talking to Barry Enderwick, who helped shape the Netflix brand in its early days. We discuss how Netflix has been able to continuously change and adapt, staying on top of its game and how you can do so as well.

    61 - How to use sound to make your brand stand out and help tell your story

    Play Episode Listen Later Apr 18, 2019 47:38


    Most brands dedicate resources to carefully select the right images and although sound can make an image much more powerful very few brands spend time selecting the right sounds.

    60 - How Airbnb built a cult like brand - with Douglas Atkin

    Play Episode Listen Later Apr 5, 2019 60:47


    Douglas Atkin, former Head of Community at Airbnb walks us through how to identify your purpose, how to evaluate it to ensure it's a good one and how to bring that purpose to life which is the hardest part of all and essential to have a cult like brand.

    59 - Creating “Accidental Activists” one bottle at a time – with Kendra Peavy from Swell Bottles

    Play Episode Listen Later Mar 21, 2019 43:33


    Swell Bottle was not the first to come up with a multi-use water bottle but how did they get the attention of people like Oprah, publications like Vogue and retailers like Starbucks? What is the magic behind Swell? What is the "secret sauce"?

    58 - How Lush Cosmetics grew a cult like following by being unapologetically true to their values – with Brandi Halls

    Play Episode Listen Later Mar 7, 2019 43:14


    Lush Cosmetics is not afraid to stand for what they believe in and what they are against. In this episode Brandi Halls, Brand Director North America, shares with us how Lush lives by their values, how they have grown a cult like following.

    57 - The behind the scenes of a social enterprise - with Dave Cree

    Play Episode Listen Later Feb 21, 2019 48:30


    Social enterprise may likely be the new business model. In this episode I'm talking to Dave Cree, co-founder of Common Good Linens. Get a behind the scenes on a successful social enterprise that is helping those facing homelessness and poverty.

    55 - How Instagram can help you grow your business - with Tyler J. McCall

    Play Episode Listen Later Jan 24, 2019 45:22


    With 1 billion users spending an average of 53 minutes a day on the app, 50% actively following brands and 72% purchasing from them, Instagram is a platform you should be at. But how can you use Instagram for your organization in an effective way?

    54 - What are the characteristics of a remarkable brand - with Chris Kneeland

    Play Episode Listen Later Jan 10, 2019 36:24


    What makes a remarkable brand, well…remarkable? What are their characteristics? What decisions their leaders make? What goals they pursue? Do they share similar attributes? More importantly, what can we learn from them and apply to our own experience?

    53 - The 2018 pick of the year - An interview with Terry O'Reilly

    Play Episode Listen Later Dec 20, 2018 72:47


    This is the last episode of 2018, I wanted to pick the one episode from all year that is a definite "do not miss". If you only have time to listen to one episode this is it. If you've already listened to it it's totally worth while to do it again.

    52 - Overcoming the fear of selling - with Hamish Knox

    Play Episode Listen Later Dec 6, 2018 63:51


    Like it or not we all have to “sell” our products or services or cause. In this episode, Hamish walks us through the best way to approach selling, the proven seven step process to convert and the psychology behind successfully selling.

    51 - Owning your brand - with Brian Hickling

    Play Episode Listen Later Nov 22, 2018 51:58


    Brian knows a thing or two about building remarkable brands. He is not limited to traditional and digital creative marketing campaigns but rather the entire process of building a brand from within, creating strong cultures that live and embrace the brand.

    50 - An interview with Terry O'Reilly

    Play Episode Listen Later Nov 8, 2018 72:47


    If you know Terry, you're not reading this, you've hit play already. If you don't know Terry, boy are you in for a treat. He is an esteemed adman, author and the host of the hugely popular and award winning radio show and podcast "Under the Influence".

    1st year anniversary - Thank you message and overview of 1st year.

    Play Episode Listen Later Nov 7, 2018 12:21


    A Branded World is celebrating its first anniversary. I can't let this date go without thanking everyone who has contributed with their time and insights.  This podcast is possible because of them and listeners like you. Thank you!

    49 - How to craft your best pitch

    Play Episode Listen Later Oct 25, 2018 55:03


    Follow a few organizations who are going through Fast Pitch, a program provided by Social Venture Partners, to help craft a strong pitch. We go behind the scenes and look at what it takes to develop a simple, clear and impactful pitch.

    48 - Uniting people and brand - with Brian Linton

    Play Episode Listen Later Oct 11, 2018 42:13


    Staying true to your brand values and purpose can feel like climbing a building from the outside during a hurricane. It's not easy. And for those of you who are trying to do it, you know exactly what I mean and this episode is for you.

    47 - Be more than the services you offer - with Christina Zeidler – Part 2

    Play Episode Listen Later Sep 20, 2018 26:22


    This is part two of my interview with Christina Zeidler. What makes the Gladstone a remarkable brand is the fact that Christina has identified a set of values that guides every decision turning those values into actions and experiences.

    46 - Be more than the services you offer - with Christina Zeidler – Part 1

    Play Episode Listen Later Sep 6, 2018 40:05


    Christina Zeidler rejuvenated a historic Toronto landmark, the Gladstone hotel and build a brand that has deep connections with the community, visitors and staff. Christina managed to build a brand that is much more than the services it offers.

    45 - How branding shapes your identity - with Dr. Joseph Hancock

    Play Episode Listen Later Aug 30, 2018 40:42


    Branding is how you shape your identity and attract customers. In this episode, Dr. Hancock, an international expert in brand storytelling, provides great examples of how brands effectively shape an identity to tell stories that attract and retain customers.

    44 - Why focus on branding when you already have a million other things to do?

    Play Episode Listen Later Aug 23, 2018 39:17


    Most leaders are pulled in a million directions so you have to be diligent of where to spend your time and resources. In this episode, I explain why it's important to have a defined brand and give you three key steps to define and bring your brand to life.

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