Solving for B°

Is your brand ready to weather an economic downturn? In this episode of Solving for B, we break down what it takes to not just survive—but thrive—when the market shifts. You'll learn how to cut through the noise, meet changing customer needs, and build loyalty through brand trust. Plus, find out how to outmaneuver competitors who go quiet when times get tough.

Your business might offer the best products and services, but none of that will matter if you lack brand awareness. In this podcast, Chris, Charity and Bo discuss the importance of brand awareness in the B2B landscape. Discover brand awareness tactics, channels and benefits, and learn about the differences in application between B2B and B2C.

Your brand voice is more than just the words you use, it's how your brand communicates and resonates with your audience. In this podcast, Chris, Cynthia and Jonathan Fisher delve into what a brand voice is and break down the creation process. Explore how your brand's positioning influences your brand voice, how your brand voice impacts customer loyalty and what you need to do to keep your brand's voice consistent.

Most brands want to be a market leader, but do they understand what it means to be a leader brand? In this podcast, Chris, Bo, Charity and Cynthia delve into the unique challenges and advantages of being a “leader brand”. Explore the strategic risks of being a leader brand, the rewards that come from it, how leader brands maintain their position over time, and some of the pitfalls of being a leader brand.

Brand marketing and performance marketing are each crucial tools to drive results for your company. But how should you use each, and when should you use one over another? In this podcast, Chris, Bo and Charity sit down to discuss the ways brand marketing and performance marketing each contribute to a successful marketing strategy. Learn how each marketing style has its unique purpose, and when they're the best tool for the job.

More and more, companies are realizing that their employees play a major part in supporting and building their brand. As the front line of a brand, the way they align themselves with the mission, vision and values of a brand can have a major impact on the success of that brand's perception in the minds of its customers. In this episode of the podcast, Chris, Bo, Cynthia and Charity discuss the ways brands rely on employees to deliver their brand vision.

The Pac-12 collegiate conference is soon to be in shambles after eight of its twelve member teams decided to split off to join other conferences earlier this year. Beyond a monumental shift in the world of sports, it presents a unique case study into the ways brands organize themselves and how their priorities are shifting over time.  In this episode, Chris sat down with BrandExtract CEO and President Bo Bothe to discuss the impact this move will have on fans and brands around the country. Keep reading or listen above to learn why the Pac-12 is collapsing, what its significance for brands is, and what might happen next.

Artificial intelligence is the latest hot topic in nearly every industry, which means there are all sorts of exciting opportunities to innovate in branding and marketing. In this episode of the podcast, Chris is joined by BrandExtract VP of Technology Donovan Buck, Chairman Jonathan Fisher and CEO Bo Bothe to discuss some of the ways AI may shake up the market for brands and what their top priorities should be.

In today's highly commoditized markets where consumers have access to a wide range of products and services, building trust in your brand is crucial for success. And likewise, when that trust is broken, it can spell disaster for your brand and your company. In this episode, Chris sits with Charity, Bo and Jonathan to explore the significance of building trust in B2B brands and what companies can do to cultivate it.

Knowing your audience is half the battle when it comes to leaving a lasting impact with your brand. Customer journey mapping is one tool that can help facilitate that familiarity and keep people coming back when you understand their needs. In this episode, Chris sits with Cynthia, Laura and Jonathan to learn about some of the ways journey mapping helps build empathy with an audience.

In this episode, the team breaks down the basics of inbound marketing and how it's different from outbound marketing. Join Chris, Laura and Taylor as they discuss how inbound marketing helps brands build trust with their audience.

Brand strategy is something we specialize in here at BrandExtract, and it's something we work on every day. But what does it actually look like to build one, and what are the building blocks that make a brand strategy work? Chris, Bo, Cynthia and Charity define what a brand strategy is, why it's important for your brand and overall business, and touch on a few key points about how to build a strong one.

The architecture of your brand has major impacts on the way people perceive it. In this episode, Chris sits down with Charity, Bo and Jonathan to discuss the different brand architecture strategies, and break down the effects they have on your business.

When thinking about a brand, the first thing that comes to mind is typically its logo, colors or mark. Brand visual identities carry an immense amount of importance for building equity and becoming recognizable. In this episode, Chris, Cynthia, Doug and David discuss the building blocks of visual identities and why they matter.

ESG reporting is the new standard for companies who want to manage their risk and communicate their values to their stakeholders. But how can ESG websites take that reporting to the next level? In this episode of Solving for B, we discuss how ESG websites help companies elevate their sustainability reporting and lead the way in data communication.

As technology continues to evolve, brands will need to rethink how they train their employees and grow their business. The question is how do you build an innovative brand 2022? In this episode of Solving for B°, special guest, Tom McDonald, author of “Paving the Way: Innovation, Talent and the Path Forward,” joins our discussion on what it takes to build an innovative brand in 2022. 

It may seem like common sense that your brand's identity can impact your sales. But how exactly does effective professional and personal branding motivate customers to want to buy? Catherine Brown, founder of ExtraBold Sales, joins us on this episode of Solving for B° as we discuss how brands can position themselves to better communicate what they're selling.

In this episode of Solving for B°, the BrandExtract team analyzes Amazon's core competencies, explores its guiding principles, and ponders what the future might hold for Amazon's brand. Tune in for the full breakdown.

In this episode of Solving for B°, the BrandExtract team analyzes how Nike has built a universally recognized brand and how it uses bold, sometimes controversial advertising to captivate audiences. Tune in for the full breakdown.

The new N-I-L (Name, Image, and Likeness) ruling allows NCAA athletes to now profit off their names and likenesses, but how will it impact brands and the NCCAA as a whole? In this episode of Solving for B°, the BrandExtract team discusses the impact the N-I-L ruling will have on the brands at the NCAA, its member institutions, and the athletes themselves.

Chris Payne is an award-winning designer. He has worked with soccer clubs in both the U.K. and United States to help them launch or revitalize their brands. Chris joins the Solving for B° podcast to talk about fusing his passions to specialize in football design and why a cohesive, scalable identity helps brands build trust and brand believers. Follow Chris on Twitter: @ChrisyPayne See more of Chris' work: footballbranddesigner.com

Publishing your first ESG report can seem daunting, especially if your team has no prior experience with ESG. But there are ways to simplify the process and ensure your first report is a success. ESG Strategists, Leigh Anne Bishop and Jonathan Fisher, are joined by ESG Lynk consultants, Katherine Warren and Jennifer Sadenwater, to discuss where to start with your first report. In this episode, we walk through the critical success factors of an inaugural report for companies that want to participate in the ESG movement but don’t know where to start.

When done right, good branding engenders loyalty and creates advocates. But did you know it can also give your website a boost in organic search? In this episode, we discuss the ways in which a strong brand can positively impact your SEO.

Why have Elon Musk's brands achieved so much success and how can they improve going forward? Our branding experts discuss Elon Musk and the brands he leads. 

In 2020, the United States and the world feel more divided than in anytime in recent history. Where do brands fit into this tense climate? Should they take a position on issues regarding race, politics, the environment, public health and other polarizing topics? Or is it best if they remain neutral? Our panel of experts break down the topic of how brands should deal with increasing polarization.

In this episode, our experts chat with Kaitlyn Allen and Amanda Hsieh from Global Affairs Associates about the impact of ESG reporting on the long-term viability of companies and the strength of their brands and the future of ESG.

Mergers & Acquisitions can be complex but it's critical not to ignore the branding implications in the process. In this episode, our experts highlight the importance of considering branding and communications at every step of combining two or more companies into one.

Internal branding and communications are always important but in times of crisis or great flux, it becomes paramount. In this episode, learn from our experts why internal communication and branding is critical to your brand’s ability to weather tough economic times and extraordinary circumstances.

During a recession, brands must adapt. For some it's a matter of survival and for others it can be an opportunity to get ahead of the competition. As the world begins to recover from COVID-19 businesses face a harsh economic climate. So how can you ensure that your brand remains viable in trying times? Our experts offer insights and tips on how to do just that in this episode of Solving for B°. 

COVID-19 has changed the way brands do business globally. And the impact will be felt beyond this outbreak. In this episode of the Solving for B° Podcast our experts discuss how business has changed and what are the lasting impacts of the Coronavirus. They also offer examples of brands that have adapted well to this new environment as well as tips on how to prepare your brand for what lies ahead.

Commoditization seems to be happening at a rapid pace these days and that presents challenges to businesses and brands across the globe. In this installment of the podcast, our team breaks down what's behind the quick rise in commoditization and what you can do to ensure your brand doesn't get lost in the shuffle. 

Disney is one of the world's most popular brands, with sub-brands across lots of different industries. So how has Disney grown its brand while staying true to their core values? Our experts analyze the Disney brand and what has made them so successful. 

It’s a new year with new trends! So, what can your brand expect to see in 2020? In this episode of Solving For B° our experts discuss the trends that brands need to consider in 2020 and how to navigate the changing marketplace.

Should shareholders always come first? In August 2019, Business Roundtable CEOs challenged that long-held view, arguing that companies must demonstrate a commitment to all stakeholders – customers, employees, suppliers, and communities. The best way to do this for many companies? ESG or sustainability reporting. In this Solving for B° episode, our experts breakdown sustainability reporting and how it can impact your brand.

The internet of things (IoT) – physical objects capable of gathering and sharing data – is poised to revolutionize branding. In a world of interconnectivity, digital strategy becomes brand strategy and vice versa. And personalization will go beyond a marketing buzzword and become a necessity when engaging with customers. Big data is not just a fad, it is the trend for all future interaction. In this episode, our experts discuss how the evolution of IoT will impact brands in the future.

Web accessibility has been in the news a lot lately. Most recently, a case involving Domino’s Pizza has the potential to go all the way to the Supreme Court in what could be a landmark decision that will shape the future of web accessibility. With lawsuits on the rise, it’s critical for businesses to understand the risks associated with having an inaccessible website. Our experts will help you understand web accessibility so you can avoid a corporate lawsuit, better serve your website guests, and grow your brand.

Your website is a vital platform for expanding your brand’s digital presence. But merely having a site isn’t enough to attract, convert and retain prospects and customers. Your site has to deliver a seamless experience and consistently meet the needs of your target audience. In this installment of Solving for B°, Chris Wilks, Digital Content Strategist, Cynthia Stipeche, Director – User Experience, Donovan Buck, Partner – VP, Software Engineering, and Daren Guillory, Creative Director, unearth the foundations that support a high performance website.

Brands that become large and multifaceted can risk over-extending themselves. Markets mature and change, and a brand that spreads itself too thin can fall behind and lose relevance with its target audience. In this edition of Solving for B°, Chris Wilks, Digital Content Strategist, Bo Bothe, President and CEO, Jonathan Fisher, Chairman, and Leslie Rainwater, Brand Strategist, discuss how brands can manage themselves effectively when complexity looms.

What does the current state of branding look like? How does branding for B2B companies compare to branding in B2C? These are just some of the questions that reflect the increasing number of executives who see the value in B2B branding. In this episode of Solving for B, Chris Wilks, Digital Content Strategist, Bo Bothe, President and CEO, Jonathan Fisher, Chairman, and Elizabeth Tindall, Brand Strategist, explore the B2B brandscape and how companies are working to truly understand their ideal buyers.

An Account Based Marketing strategy can be an extremely effective tool in today's market. With all the technology and data available to marketers these days, it's no wonder that ABM programs are becoming more and more popular. But before you embark on an ABM journey of your own, what do you need to know? And what should expect from your efforts? In this edition of the Solving for B° Podcast Marketing Copywriter, Jared Haube; Brand Strategist, Leslie Rainwater; and Chairman of BrandExtract, Jonathan Fisher discuss the latest trends in ABM and offer tips to make your ABM program a successful one.

In this episode of the Solving for B° Podcast we'll use Dr. Vikas Mital's research to help us analyze Net Promoter Score and other customer metrics. Our experts will discuss what to consider when determining which metric to use for your business and which metric is the best predictor of financial performance.

In this episode of Solving for B°, Vice President of Software Development, Donovan Buck and Marketing Copywriter, Jared Haube join us to talk about the GDPR, which takes effect on May 25, 2018. How does this legislation affect U.S. based companies? Our experts will discuss what American businesses need to consider in preparation for the GDPR, how to prepare for the legislation and how to remain compliant. 

If you're a sports fan, you're no doubt familiar with the NCAA (National Collegiate Athletic Association). It is the preeminent governing body of American collegiate athletics and has been since it was founded in 1906 by Theodore Roosevelt. Its stated purpose is to protect amateur athletes and protect the integrity of collegiate athletics. But with public scrunity at peek levels, how well does the organization fulfill its purpose?  In this episode of Solving for B°, CEO Bo Bothe and Senior Writer Jeff Lane dissect the NCAA brand and analyze its current standing in the market. We'll also discuss how recent negative events may impact the brand and their membership going forward. We hope you enjoy this edition of Solving for B° with BrandExtract.   

Is your company contemplating a move to put its brand behind a social or environmental issue? There are many benefits associated with cause branding, but just as many strategic considerations that need to be addressed. Is your brand primed for supporting a social or environmental issue? How do you determine if a cause aligns with your company’s mission and objectives? What are the inherent advantages and effects of cause branding? In this episode of Solving for B°, our experts not only discuss these considerations but also how to decide if this strategy is right for your brand. So settle in as we explore the complex landscape of cause branding.

A characteristic of a strong brand is the ability to resist the impact of negative experiences and events. Insulated brands have passionate advocates who will readily defend their reputation, even in the wake of indisputable proof. But how do you craft a brand that can weather those stormy times? What does it take to earn and maintain that degree of customer loyalty? And what are some of the disadvantages of brand insulation? In this episode of Solving for B°, Dr. Vikas Mittal, Professor of Marketing at Rice University, deconstructs the concept of brand insulation. He examines not only how to create a brand that inspires loyalty among customers but also explores specific examples of brands that have withstood adverse conditions. We hope you find the show insightful.

When you set out to create content for your brand, it’s vital that every piece not only reflects the brand voice but also expresses its core values. And the only way to achieve this is by truly understanding your brand and its target audience. In this episode of Solving for B°, we’re joined by Mary Becker and, special guest, Ronell Smith of RS Consulting to discuss how to: Deliver meaningful interactions and experiences to your audience Create branded content through an iterative process Find sources of inspiration that fuel ideas for content creation Avoid common mistakes when devising a content plan This is a must-listen-to episode for brands ready to their content marketing efforts to the next level. Enjoy!

Aligning your marketing goals with wider business objectives can be a major challenge, especially when it comes to budget allocation. How do you make informed decisions when determining marketing spend? In this episode of Solving for B°, Dr. Hari Sridhar, Associate Professor of Marketing at Texas A&M University, and Dr. Vikas Mittal, Professor of Marketing at Rice University, explain how brands can harness data analytics to create effective marketing spend strategies. Learn not only how to allocate marketing budgets but also how to avoid common pitfalls that misalign the marketing plan and the business strategy. We hope you enjoy!  

There have been more and more brands in the news for the wrong reasons lately. How a brand handles their mistakes is almost as important as the mistakes themselves. And with the twenty-four hour news cycle, it is less and less likely that a brand’s missteps will just go away. So what should you do if your brand finds itself in the middle of crisis -- self-inflicted or otherwise? How should you react? When is the right time to respond? In this episode of the Solving for B° Podcast, our experts discuss the role of your brand in a crisis. We offer real-life examples of how not to handle a crisis, as well as some tips on how and when to prepare for the worst. So sit back and enjoy this episode of the Solving for B° Podcast with BrandExtract.

An often overlooked part of a branding effort is the research phase. But our experts are here to tell you why that can be a critical mistake. In this episode of the Solving for B° Podcast, CEO, Bo Bothe and Chairman, Jonathan Fisher are joined by Dr. Vikas Mittal of Rice University to discuss the importance and value of brand research. Using Arms Wide Adoption Services as an example, they’ll examine the difference between qualitative and quantitative research and review when it is best to employ each. Finally, our experts will thoroughly review our recommended four step approach to brand research that includes: identifying key issues, developing concepts and ideas, quantitatively testing those ideas, and analyzing the data to build thoughtful brands. Thanks for downloading the latest installment of the Solving for B° Podcast. We hope you enjoy!

In this episode of the Solving for B° Podcast Bo Bothe, Jonathan Fisher and Leslie Rainwater of BrandExtract discuss the many issues that can be uncovered and solved in the branding process. They offer insight into why branding should be considered a business solution and tell you why thinking of branding as simply a communication strategy is the wrong approach. They'll also provide some examples of situations that indicate a need for a rebrand. We hope you enjoy!

American consumers will often choose American brands over their international counterparts. But what's behind their affinity for these brands? Is it simple patriotism? Or is it something more?  In this episode of Solving for B°, Dr. Vikas Mittal joins us to discuss his research into the topic. He and Bo Bothe, President and CEO of BrandExtract, address the four distinct motivating factors behind the Buy American concept and what brands need to consider before diving utilizing this strategy.  If you'd like to read Dr. Mittal's accompanying research on the Buy American concept, you can do so at the following places: SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2952636 American Marketing Association: https://www.ama.org/publications/MarketingNews/Pages/brands-leverage-buy-american-sentiment.aspx