B2Branded - The B2B Brand Podcast

Florian Artinger is a Managing Partner at Simply Rational, The Decision Institute and an associate scientist at at Max Planck Institute for Human Development. His academic and applied work explores how organizations can measurably improve their decision-making. In this episode we talk about how businesses can make better decisions, embrace uncertainty and risk, and build brand trust. Plus, Florian also discusses cover-your-ass decision making, when to trust your gut, and why your boss should give you a "get out of jail free" card. It's a fun conversation!About B2BrandedWe're a bite-sized podcast for B2B brand and communications leaders. The podcast is produced by Ian Bruce.

The COVID-19 pandemic has wreaked havoc on the global economy and consequently on the value of brands. In a return visit for Alex Haigh of Brand Finance, we discuss how the valuations of brand across all sectors have been upended, with enormous gains in some sectors while others plunged, perhaps never to recover.About B2BrandedWe're a bite-sized podcast for B2B brand and communications professionals. The podcast is hosted by Ian Bruce.

At the beginning of 2020, as the COVID-19 pandemic took hold, GE Healthcare was at the center of a media storm about the dire shortage of critical medical technology. In this episode we talk to GE Healthcare's Kristin Fallon, VP brand and digital marketing, about her response to the crisis, and how she used innovative storytelling and brand journalism techniques to show how GE employees, healthcare experts, hospital workers and doctors were working to together to respond.About B2BrandedWe're a bite-sized podcast focused on news and opinion for B2B brand and communications leaders. The podcast is hosted by Ian Bruce.

An initial public offering is a major step for any company, and CMOs need to play a significant role to make the IPO successful. Bo Park, Partner and Head of Technology PR at the New York agency ICR, has advised hundreds of companies embarking on an IPO. We discuss the current IPO market, the steps to expect in an IPO, and the essential role that CMOs and marketing needs to play.About B2Branded:B2Branded is a bite-sized podcast that discusses the latests news and trends facing B2B brand and marketing leaders. The podcast is hosted by Ian Bruce.

Many marketing and communications leaders struggle with how to navigate internal and external communications during the current pandemic. Doug Levy led communications at Columbia and UCSF, two of the world's most prestigious research hospitals, and was a medical reporter at USA Today. In his second interview on B2Branded we update on COVID-19, discuss the likely scenarios for 2021, and provide advice to business communicators on best practices during the crisis.About B2BrandedWe're a bite-sized podcast dedicated to news and opinion for B2B brand and marketing leaders. The podcast is hosted by Ian Bruce.

2020 will be remembered as a year of unprecedented change -- how has this impacted global brands?In this episode we talk to Interbrand's CEO North America Daniel Binns about the results from their Best Global Brands 2020 report. We discuss the fortunes of long standing brand leaders like Google, Apple and Microsoft, and the reasons why some brands like Oracle have fallen down the rankings. It's unsurprising that Zoom was a new entrant to the rankings, but how have other brands fared during the pandemic and resulting financial meltdown? How are B2B brands adjusting? And what can B2B CMOs learn from this?About B2BrandedWe're a bite-sized podcast focused on news and opinion for B2B brand leaders. The podcast is hosted by Ian Bruce. Get in touch if you have a story to tell.

Brands managers often get wrapped-up in the intricacies of brand expression, reputation management, and how to build a powerful and lasting impression with audiences. What is often forgotten is that at their core, brands are intellectual property that provide rights and protections for the brand owner.In this episode we take with an expert on the legal dimensions of brands: Saul Perloff is Partner and head of the advertising practice at the international law firm of Norton Rose Fulbright. He counsels companies on issues related to advertising, commercial disputes, IP protection, compliance and brand protection strategies.In the episode we discuss the basics of brands and the law, the ways that brands can be protected, how to create brand equity and goodwill, and what can get brand managers in legal trouble. Saul also explains that an apple is an apple is an apple, and does a very good impression of the Intel jingle. You'll enjoy it!About B2BrandedWe're a bite-sized podcast that discusses the latest news, trends and insights in B2B branding. The podcast is hosted by Ian Bruce.

In the second part of our interview with Edelman's Executive Director Tonia Ries, we discuss brand trust and the impact of the coronavirus pandemic. Edelman's latest research shows that in the current crisis people turn to employers and business for information much more than governments. The research is a fascinating and sometimes frightening insight to how we're reacting to news and information about the disease, and what the long-term implications are for brand builders.About B2BrandedWe're a bite-sized podcast that provides news and opinions on B2B brand-building. The podcast is hosted by Ian Bruce.

Edelman has just celebrated the 20th year of the Edelman Trust Barometer, research that examines global levels of trust and credibility in institutions like governments, NGOs, the media and brands. In this episode I interview Tonia Ries, executive director in charge of the Barometer. We talk about what exactly trust is, how you earn it, and why levels of trust are in decline. Tonia also explains how brands must adapt to build trust.This is the first of two interviews with Tonia. In the next episode, we discuss the importance of trust during the current pandemic. One Note: With word-from-home mandates in place we're all struggling to get a good internet connection, and near the beginning of the interview we have a few audio issues. I don't think this distracts from a very interesting conversation.About B2BrandedWe're a bite-sized podcast dedicated to news and opinion about B2B branding and communications. The podcast is hosted by Ian Bruce.

Jann Schwarz is the Global Director of the B2B Institute at LinkedIn. We discuss the near-term thinking that often dominates B2B marketing and the implications for long-term brand building and value creation.About B2Branded:We're a bite-sized podcast that provides news and insights about branding and communications. The podcast is hosted by Ian Bruce.

Doug Levy headed communications at two of the world's most prestigious medical institutions, Columbia University Medical School and UCSF, where he was part of the team that planned for the H1N1 flu pandemic. He was also lead medical reporter at USA Today for almost a decade. We discuss crisis communications and COVID-19, best practices for communicating in a medical emergency, and his advice for business communicators.Note: This podcast was recorded on March 27.About B2Branded:We're a bite-sized podcast that provides news and insights about branding and communications. The podcast is hosted by Ian Bruce.

For 20 years Interbrand has been publishing the Best Global Brands report that identifies the world’s 100 most valuable brands. In this episode we explore the Interbrand rankings with Daniel Binns, CEO Interbrand NY, and discuss why brand value is critically important for B2B companies, the factors that drive value, and LEGO.About B2BrandedWe're a bite-sized podcast dedicated to exploring news and issues related to B2B branding and communications. The podcast is hosted by Ian Bruce.

How do you manage an iconic brand like HBS? What is the balance between celebrating a storied legacy and building a modern image? With nearly three decades of big picture thinking and on-the-ground experience to his credit, Brian Kenny guides and manages the HBS brand on a global scale, ensuring that the school has a clear and consistent voice around the world. As Chief Marketing and Communications Officer, he plans and implements high-level branding, marketing, and media relations across HBS, including the MBA Program, Executive Education, External Relations, HBX and HBS Publishing.About B2BrandedWe're a bite-sized podcast that explores news and opinions on B2B branding and communications. The podcast is hosted by Ian Bruce.

Brand equity is a familiar concept to most B2B marketing professionals, but few of us could accurately define or agree on what this means. In this episode Alex Haigh, a research director at the company Brand Finance, discusses how they calculate the financial value of brands, as well as the results from their just-published ranking of the world's 500 most valuable brands.About B2Branded:We're a bite-sized podcast that discusses the latest news, views and opinions on B2B branding and communications. The podcast is hosted by Ian Bruce.

Many B2B companies fail to understand the importance of making a commitment to allowing the corporate brand to drive business decisions and execution. So claims our guest on this episode --Chris Wirthwein, a B2B branding expert and author of The People Powered Brand.About B2Branded:We're a bite-sized podcast dedicated to discussing the news, issues and trends related to B2B branding and communications. The podcast is hosted by Ian Bruce.

In this episode we discuss one of the most challenging and long-lasting decisions any brand leader will make: Naming. Our guest is Jeremy Miller, a brand strategist, author and the founder of his agency Sticky Brands. His most recent book, published a few months ago, is Brand New Names, which gives a stepwise process for creating compelling product or company names. We discuss why names matter, what makes for a great brand name, and Big Ass Fans. About B2BrandedWe're a bite-sized podcast that talks about B2B branding and communications. We interview practitioners and thought leaders to understand how to build great brands. The podcast is hosted by Ian Bruce.

A thread that connects some of the most admired and valuable B2B and B2C companies is their relentless focus on fusing brand and culture. In this episode we discuss how culture fuels brand building. Our guest is Denise Lee Yohn, a recognized expert on brand-building, an in-demand speaker and consultant, and an influential writer. Her latest book is FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies.About B2BrandedWe're a bite-sized podcast that talks about B2B branding and communications. We interview practitioners and thought leaders to understand how to build great brands. The podcast is hosted by Ian Bruce.

Let's be honest: complexity is a disease in B2B marketing and branding. We love our jargon and acronyms, and we think the more we say the better will be the result.In this episode we explore the virtues of simplicity with a rank expert. Margaret Molloy is the Global Chief Marketing Officer & Head of New Development at the brand strategy, design and experience agency Siegel+Gale. She is also the Board Chairperson for the New York Hub of The Marketing Society, and received the 2017 B2B Marketer of the Year award from the Drum. About B2BrandedWe're a bite-sized podcast that talks about B2B branding and communications. We interview practitioners and thought leaders to understand how to build great brands. The podcast is hosted by Ian Bruce.