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10 episodes with brand architecture
3 episodes with brand architecture
2 episodes with brand architecture
2 episodes with brand architecture
2 episodes with brand architecture
4 episodes with brand architecture
2 episodes with brand architecture
Points of discussion:1. How to get your packaging hierarchy dialed in [ BBT Newsletter ]2. Why are you refreshing your packaging?3. Frame your brewery's Brand Strategy, portfolio and Brand Architecture 4. Different info types you have to include + some nice-to-haves 5. Are you seeing "Stand-up Skinny" merchandising in your market?6. We're designing packaging to sell beer, not win awards. 7. Differences between primary and secondary packaging 8. On the merits of "duping" cans when not using a carton9. Your carton's bottom panel is not a junk drawer-Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
SHE AIMS HIGHER - Online Business Skalierung und Online Marketing
In dieser Folge habe ich die absolute Brand Expertin Yasmin Breden interviewt. Gebucht von bis zu 8-figure Industry Leaders gilt Yasmin Breden als die Queen of extraordinary Brand Architecture. Mit ihrer eigens erschaffenen multiple 7 figure Brand, 7 Coaching Certifications, einem Bachelor in Marketing Management und Erfahrung im Sales + Marketing von über 12 Jahren im Alter von 27 ist sie nicht nur DIE go-to Person, wenn es um Brand Building beyond the box geht, sondern auch für das Personal- und Leadership Development, das es braucht, um eine mehrfach 6-, 7- oder 8-stellige Brand halten zu können. In her world, extraordinary is the bare minimum - and YB is the home for visionary leaders desiring to command top dollar by building LOVE AT FIRST SIGHT™ Brands. **>> Mehr von Yasmin Mehr von AIMING HIGH
„Zuverlässige Kreative, überzeugte Formliebhaber und smarte Strategen.“ Das ist yellow. Ein Agenturen-Netzwerk mit übergreifendem Design-Leistungsspektrum an den Standorten Köln, Pforzheim, Tokio und Berlin. Als Fullservice-Agentur zeichnet sie aus, dass sie Designprojekte von der strategischen Planung über die Gestaltung bis zur konkreten Realisierung kompetent zu begleiten. Über 50 Expertinnen und Experten aus den Bereichen Strategie, Branding, Produktdesign, Brand Architecture, Kommunikation und Interactive Design arbeiten für yellow. Eine gute Basis, um überzeugende, verführerische und erfolgreiche Markenerlebnisse mit höchster Strahlkraft neu zu denken. Speziell im Raum und mit allen Sinnen erlebbar. Deshalb haben wir in unserem heutigen Podcast Pascal de Heer von yellow design | yellow lab zu Gast, der uns mitnimmt auf die Reise, wie die „Spaces“ entstehen.
In this episode of the Modern Direct Seller Podcast, we're chatting with Jordan Schram, founder of Purple Sky Branding, about building a personal brand that goes way beyond just logos and colors. Jordan shares her journey from corporate life to entrepreneurship and explains why developing a personal brand is essential for direct sellers looking to stand out. We also dive into how being authentically you can build trust, foster connections, and set you up for long-term success. If you're ready to take your brand to the next level, this episode is packed with inspiration and actionable tips! Get Jordan's FREE Brand Vision Template, check out her website, and follow Purple Sky Branding over on Instagram and Facebook! Time-Based Notes: 0:27 Meet Jordan Schram 2:07 The Meaning Behind Purple Sky Branding 3:03 Why a Personal Brand Matters 4:51 What Branding Actually Means 6:14 Brand Architecture 9:37 The Power of a Personal Brand Through Transitions 14:03 Where to Start 17:47 Jordan's Favorite Tool 18:50 Where to Find Jordan 19:29 Sponsor Message Show sponsored by CinchShare: The number one most trusted social media scheduling tool for direct sellers. Start your 30 day trial today with coupon code GAMECHANGER and spend less time posting and more time socializing! Get the full show notes at https://moderndirectseller.com/episode207/
In this episode of The Debrief, we are sitting down with our pal Philip Lakin, former CEO and co-founder of NoCodeOps. What do we mean by former, you ask? Well, a few weeks back our friends at NoCodeOps were acquired by "their favorite player in the space" — Zapier. Focus Lab CEO, Bill Kenney, sits down with Phil to relive their rebrand experience with us from two years ago and discuss how the brand has helped get them to where they are today. They touch on topics such as:
Points of discussion:> The Beyond Beer Handbook1. We should have expanded the book's scope2. We should have spent more time explaining how your brewery can (and should) develop a Brand Architecture Map3. Brand Architecture is an invaluable tool for future proofing your portfolio4. Sub / Endorsed Brands are a clutch tool for safely expanding your brewery's brand5. We didn't spend enough time on the House of Brands / Hybrid Brand models-Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Points of discussion:1. When to Jettison your Brand Equity [Newsletter]2. If your current look is actively hurting your business3. If your current identity doesn't accurately represent where you want to take your business in the future 4. If you're making, or planning to make major changes within your company 5. If you're self conscious of your branding or packaging 6. You're making some Brand Architecture moves7. Let's discuss a sacred cow: What about losing your current fans through a rebrand?8. "Don't sacrifice your brewery's future on the altar of Brand Equity."-Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Want to protect yourself from issues that come with employee turnover and stand out amongst your competitors? In this episode, we're going beyond having a typical brand or business focusing only on having great services. Great services should be the bare minimum! Let's dive into how to create an intentional brand architecture for your medical practice or med spa. By developing a signature menu of branded packages and programs, you'll differentiate your brand, make your business stay steady even when you have employee turnover, and become known for more than just your excellent service. Become known for luxury. HIGHLIGHTS 05:45 What is brand architecture? 07:00 What the Hell's Kitchen restaurant can teach you about business. 12:00 The power of building a brand and having brand recognition. 14:15 How to make your business not skip a beat if you have team turnover. 22:00 Create a business that sets you apart from “just” having great service. RESOURCES + LINKS Book a Strategy Call with us HERE DM us “BTS” on Instagram for a peek behind the curtain of our signature process for creating your practices Brand Architecture! FOLLOW Heather: @heatherterveen Website: heatherterveen.com
The theory around brand architecture is well documented. What's missing in those discussions is what happens in practice. When you decide that it's time to restructure your product portfolio, how can you avoid the big mistakes and bring your colleagues with you on the brand architecture journey?
A deep dive into brand architecture and how to use it to strengthen your brand positioningShow notes* Felicia on LinkedIn* The Morningstar case study by Creative business companyBrand strategy courseActivate 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
Your sub-brands can pack a serious punch for your business – when you use them correctly with your primary brands. How do you get your brands to work together like a family? It comes down to a strong brand architecture. This Quick Hit gives you some insight on how empowering your sub-brands gives each sub-brand a “home” under the master brand, its own visual and verbal toolkit for strategy creation, unites the sub-brands and creates success criteria, and allows for cross-promotion. Make sure to listen to the full episode here.
In this captivating episode of JUST Branding, we welcome back Rob Meyerson, making history as our first returning guest. Rob, a distinguished brand consultant and co-author of the latest edition of Alina Wheeler's seminal work, "Designing Brand Identity," leads us through a poignant tribute to Wheeler's legacy and a deep dive into the essence of Brand Identity, with a special emphasis on Brand Architecture. We explore the book's 6th edition and unpack the critical components of brand identity, from visual and verbal elements to the reemerging sonic dimension, articulating how a well-structured brand identity is pivotal for standing out in today's competitive landscape. Delving into Brand Architecture, we clarify the various models—branded house, house of brands, endorsed brands, and hybrids—highlighting their significance in aligning with a company's overarching business strategies. This episode is a treasure trove for anyone passionate about the craft of branding, offering deep dives and practical tips for building brands that resonate and last.
Decode the secrets to building an irresistible brand architecture! Whether you offer multiple services or have numerous ideal client avatars, get ready to learn how to create a clear and organized brand. If you're a passionate entrepreneur with varying interests, this one's for you! ------------------------- In today's episode, we cover the following: The definition and importance of brand architecture Monolithic vs. sub-brands vs. pluralistic Benefits of building your brand architecture Advice to passionate, multi-hyphenate entrepreneurs Reevaluating your brand architecture Tips for building an effective brand architecture ----------------------- RESOURCES: Episode 127: Common Branding Mistakes ----------------------- WORK WITH MKW CREATIVE CO. Connect on social with Michelle at: Kiss My Aesthetic Facebook Group Instagram Tik Tok ----------------------- Did you know that the fuel of the POD and the KMA Team runs on coffee? ;) If you love the content shared in the KMA podcast, you're welcome to invite us to a cup of coffee any time - Buy Me a Coffee! ----------------------- This episode of the Kiss My Aesthetic Podcast is brought to you by Audible. Get your first month free at www.audible.com/kma. This episode was edited by Berta Wired Theme music by: Eliza Rosevera and Nathan Menard
Unleashing Leadership and Brand Synergy for Scaling Success with Barbara Monahan and Sharon Dehmel Barbara Monahan and Sharon Dehmel provide a unique insight into the potential of exceptional leadership and brand synergy. Barbara Monahan and Sharon Dehmel bring together their expertise in BRAND Architecture & LEADERSHIP Development to create a one-of-a-kind learning experience. Their collaborative exploration of leadership and brand's role within scaling companies, and its impact on employee retention and engagement, will unveil innovative strategies to take your business to new heights.
Points of discussion:1. How to Scale the Sub Brand Ladder [Newsletter]2. Your Band Architecture isn't a static thing.3. You can scale up and down the Beverage Brand Architecture Continuum over time.4. How to develop a fanciful brand name [Podcast]5. Fernson Brewing's package refresh6. Sub Brands vs. Endorsed Brands [Newsletter]7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 8. On variety packs [Newsletter]9. KettleHouse & Cold Smoke-Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Points of discussion:1. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter]2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter]3. CODO's 2023 Beer Branding Trends Review4. The role of the parent brand in Brand Architecture4. Beverage Brand Architecture Continuum5. Beverage Extension Assessment Tool (B.E.A.T.)-Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Aren't you tired of getting lost in the brand game because you mimic corporate crazy? You set out to be different but get lost in a sea of competition and people pleasing. The reason may be that your brand architecture is built on fuckery. Following corporate examples cause you to lose your edge. That edge is the most distinctive characteristic of how you build your brand from the inside out. As a business owner your life, brand, and business may overlap but they should never cross the line of what is best for you. ---------- If your personal brand is having an identity crisis, then you need to text Brandma. Her number is (562) 270-5465. If you feel'n some kinda way about this podcast, please subscribe & follow GCB on Instagram, Twitter, and TikTok: If you wanna get all up in my business get my book - That Damn Girl Stuff If you wanna get all up in your business get my book - Balance is Bullshit If you ever want any of my tees go to - Brandma's Closet --- Send in a voice message: https://podcasters.spotify.com/pod/show/brandmashouse/message Support this podcast: https://podcasters.spotify.com/pod/show/brandmashouse/support
In this episode, I venture into the world of brand architecture and explore why personal brands should be part of it. Personal brands as parent brands and endorser brands within the business structure is what makes business brands more memorable and performative marketing more profitable. Discover how personal brands can serve as the brand parent that shapes the overall brand perception and experiences. Leveraging the reputation and expertise of the business owner can transform them into a brand leader, guiding the business brand's scalability with their unique identity. But that's not all—personal brands are also on point as endorser brands, representing the business with an authentic and genuine voice. I'll examine how personal brands can build trust and credibility, and showcase real-life examples of successful personal brand endorsements that have propelled businesses to new heights. Get ready to embrace the power of personal brands and level up your brand architecture game. ---------- If your personal brand is having an identity crisis, then you need to text Brandma. Her number is (562) 270-5465. If you feel'n some kinda way about this podcast, please subscribe & follow GCB on Instagram, Twitter, and TikTok: If you wanna get all up in my business get my book - That Damn Girl Stuff If you wanna get all up in your business get my book - Balance is Bullshit If you ever want any of my tees go to - Brandma's Closet --- Send in a voice message: https://podcasters.spotify.com/pod/show/brandmashouse/message Support this podcast: https://podcasters.spotify.com/pod/show/brandmashouse/support
Points of discussion:1. Sub Brands. So hot right now. [Beer Branding Trends Newsletter]2. CODO's 2023 Beer Branding Trends Review-Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
A fatal flaw of a lotta business owners is that they start a business and never build a brand. They also don't connect the personal brand to the overall brand architecture. Following the tactic and strategies of trickle down corporate crazy has taken away the advantage small businesses could have over corporation giants. This episode aimed to show that personal brands should be integrated into the overall brand architecture. Somewhere it took a slight left and veered off. It's still about personal brand and brand architecture but it also talks about my process for nurturing my clients so they develop strategic personal brand instead of being a brand. ---------- If your personal brand is having an identity crisis, then you need to text Brandma. Her number is (562) 270-5465. If you feel'n some kinda way about this podcast, please subscribe & follow GCB on Instagram, Twitter, and TikTok: If you wanna get all up in my business get my book - That Damn Girl Stuff If you wanna get all up in your business get my book - Balance is Bullshit If you ever want any of my tees go to - Brandma's Closet --- Send in a voice message: https://podcasters.spotify.com/pod/show/brandmashouse/message Support this podcast: https://podcasters.spotify.com/pod/show/brandmashouse/support
In this episode of I Can't Wait To Tell You, Casey interviews Bridget Sicsko:
Today we have another episode of Better Done Than Perfect. Listen in as we talk toKarrie Sanderson, a marketing executive and former chief marketing officer at Typeform. You'll learn about the work that goes into branding, why branding also involves internal education, how to stay on brand when you're scaling, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesTypeform, Smartsheet — Karrie's previous employersS6E7: Uncovering Customer Insights with Aggelos MouzakitisWynter — a research platformWarby Parker — an example of a consistent brandBrandfolder, Frontify — Digital asset management systemsConnect with Karrie on LinkedInThanks for listening! If you found the episode useful, please spread the word about this new show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — an email automation platform for SaaS companies. Onboard, engage, and nurture your customers, as well as marketing leads. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.
What makes a SaaS brand special? In this episode, we talk to Karrie Sanderson, a marketing executive and former chief marketing officer at Typeform. You'll learn about the work that goes into branding, why branding also involves internal education, how to stay on brand when you're scaling, and more.Visit our website for the detailed episode recap with key learnings.Typeform, Smartsheet — Karrie's previous employersUncovering Customer Insights with Aggelos MouzakitisWynter — a research platformWarby Parker — an example of a consistent brandBrandfolder, Frontify — Digital asset management systemsConnect with Karrie on LinkedInThanks for listening! If you found the episode useful, please spread the word about the show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — an email automation platform for SaaS companies. Onboard, engage, and nurture your customers, as well as marketing leads. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.
There's no doubt that having a strong brand is essential for any agency. But what's often overlooked is the importance of having a well-thought-out brand architecture. In this episode, we'll explore what brand architecture is and why it's so important. We'll also provide some tips on how to create an effective brand architecture for your agency.Watch our new recorded video training: Relationship-Driven New Business At-ScaleIn this episode of The Digital Agency Growth Podcast, Lindsay Shearer shares the importance of niching down to be noticed and actionable steps you can take right now to utilize Pinterest to the fullest extent for your business. Lindsay Shearer is the CEO of Pins 4 Profit + BrandRanx Media + Bankable Digital Agency. Lindsay's team focus is on running large volume of Pinterest Ads + Organic & mixed with a cross channel SEO strategy for ecom brands. With a background in using digital marketing for mergers & acquisitions & private equity, Lindsay's team has helped hundreds of brands reach massive growth & scale. Each year she is spending over $35M+ profitably for clients and addicted to the results!In this episode, Dan and Lindsay discuss the following:Building the brand architecture of your agency.How Pinterest is still a mostly untapped market for brand advertising.Defining recurring revenue and how recurring revenue looks different for every agency.Looking at client retention for the ecommerce brand.Thank you for listening! If you enjoyed this episode, please take a moment to follow, rate and review the podcast and tell me your key takeaways!Learn more about The Digitial Agency Growth Podcast at https://www.salesschema.com/podcast/CONNECT WITH LINDSAY:WebsiteInstagramPinterestLinkedInCONNECT WITH DAN ENGLANDER:LinkedInSales Schema
Points of discussion:1. Good George Brewing's rebrand case study (via Beer Branding Trends Newsletter)2. Brand Architecture as a deliverable (and to guide new product development)3. What does the New Zealand craft beer scene look like?4. How do Kiwi breweries trend forecast? 5. What did the Good George team want to achieve through this rebrand?6. On Good George's diverse portfolio.7. On the 'F*ck Off' 2020 Gin and finding a new brand voice.8. On non-alcoholic beers and NA products in general.9. On cider. 10. Advice for any brewery considering a rebrand. -Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Your sub-brands can pack a serious punch for your business - when you use them correctly with your primary brands. How do you get your brands to work together like a family? It comes down to a strong brand architecture. In this episode, you'll learn how empowering your sub-brands gives each sub-brand a “home” under the master brand, its own visual and verbal toolkit for strategy creation, unites the sub-brands and creates success criteria, and allows for cross-promotion. You'll also discover how to approach brands that make vastly different revenue, what to do with brands that don't fit, and how to decide if new brands would fit. And as always, if you need help in building your Marketing Smarts, don't hesitate to reach out to us at: ForthRight-People.com. FACEBOOK https://www.facebook.com/forthrightpeople.marketingagency INSTAGRAM https://www.instagram.com/forthrightpeople/ LINKEDIN https://www.linkedin.com/company/forthright-people/ WORKSHEETS https://www.forthright-people.com/worksheets VIRTUAL CONSULTANCY https://www.forthright-people.com/shop
Jonathan Paisner has worked with B2B Fortune 1000 companies to evolve and implement their corporate brand to adapt for the changing needs of their business. He has held leadership and senior consulting roles at DeSantis Breindel, CoreBrand (now Tenet) and Siegel & Gale, and previously, he created and ran the brand licensing division of A&E Television Networks. In this episode, he shares his expertise in brand architecture. You can reach out to Jonathan on Linkedin or through his company website BrandExperiencedGroup.com. Key points include: 02:32: Brand architecture as a window to the overall business strategy 11:51: A case example of brand building 21:06: Securing alignment between teams and departments Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.
Ignite Digital Marketing Podcast | Marketing Growth Tips | Alex Membrillo
When a new management services organization (MSO) is formed and consolidates healthcare groups or later acquires additional brands, it's crucial that they have a solid multi-brand strategy. The discussion between having a house of brands vs. one brand structure is prevalent throughout the healthcare industry. To choose the best strategy, it's essential to understand each option. On this episode of Ignite, our hosts, SVP of Healthcare Marketing, Lauren Leone, and SVP of Strategy and Analytics, Rich Briddock, discuss: - The differences between a house of brands vs. a master brand structure - How brand structure impacts your growth strategy - A hybrid brand strategy and what it may look like - How to find marketing efficiencies within each structure ADDITIONAL RESOURCES: MSO Brand Management: One House vs. House of Brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-strategies-branded-house-vs-house-of-brands/ DSO Marketing: Branded House vs. House of Brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-marketing-branded-house-vs-house-of-brands/ Twitter https://twitter.com/CardinalDM Facebook https://www.facebook.com/CardinalDigitalMarketing LinkedIn https://www.linkedin.com/company/cardinal-digital-marketing/mycompany/
Continua il nostro viaggio nel mondo del branding con Erika D'Amico ed Emanuela Ciuffoli - brand strategist, fondatrici di Gazduna Srl, consulenti e formatrici per numerose aziende italiane. Se la scorsa settimana hai seguito la prima parte dell'intervista, sai che si tratta di una delle Convers(az)ioni più innovative di questo 2022. Le due autrici di “House of Brands: Processi e strategie per (ri)strutturare il tuo brand”, proseguono nello smantellare miti e luoghi comuni sul tema, incalzate dalle domande di Andrea “il Baffo” Lisi.Non risparmiano pensieri “provocatori” e consigli basati sulle storie di imprese che hanno colto nel segno grazie alle loro intuizioni spesso fuori dagli schemi.Il racconto delle Gazdune arricchisce sul piano tecnico e cattura sotto il profilo espositivo.Ascolta dunque la puntata di oggi per saperne di più su come differenziare il tuo brand, incrementare la sua autorità, portare valore massivo al mercato e costruire relazioni importanti con i tuoi stakeholder.Le nostre Convers(az)ioni sono pensate per aiutarti ad ampliare la tua consapevolezza in ambito business - spingendoti oltre i confini del copywriting.Ognuna di queste interviste copre un ambito diverso, ma sono tutte collegate tra loro da un comune denominatore.Pertanto, se trovi utile (anche) l'episodio di oggi, richiedi il tuo accesso al Copy Persuasivo Club®.I nostri studenti la considerano “la membership più avanzata sul copywriting in Italia”.Sarà per via della “valanga” di Tutorial, Podcast premium e videolezioni dense di strategie al suo interno……o magari perché, in qualità di membri, hanno accesso diretto alla consulenza del “Baffo” - per un supporto continuo e costante lungo il loro percorso di crescita.Non ci è dato saperlo con certezza; tuttavia ecco un'altra ottima notizia per chi sceglie di abbonarsi adesso:La possibilità di avere in OMAGGIO anche:- Chat privata con gli altri membri del Club.- Revisioni e riscritture dei propri materiali di copy.- Webinar periodici su quanto sperimentato dal nostro Reparto Marketing Persuasivo.Il Club è quindi l'ideale se vuoi acquisire la skill della scrittura persuasiva; sia se vuoi scrivere per il tuo business che per quello di altri. Clicca qui per saperne di più: https://club.copypersuasivo.com/ Ecco una piccola anteprima della puntata di oggi:[1:17] Quando il ricambio della forza lavoro sostiene il processo di branding. Ecco perché dovresti favorire una visione di medio-lungo termine.[4:47] Dallo storytelling allo storykeeping. L'arte di mostrare coerenza rispetto alla storia che il tuo brand racconta. 365 giorni all'anno.[11:25] L'obiezione più diffusa sul branding tra i terzisti. Cosa c'è di vero in essa e quando è necessario spostare il focus dal fare all'essere. L'esempio virtuoso di una piccola azienda Marchigiana.[19:20] L'idea controintuitiva che ha permesso a un ristorante milanese di superare la pandemia - portando valore all'intero comparto gastronomico.[24:56] È giusto fare di meno per ottenere di più? Su cosa dovrebbe concentrarsi il tuo brand per sviluppare elevate capacità di penetrazione lungo tutta la customer journey.[33:00] Come cambiare l'attitudine tossica di alcune reti vendita. Usa questo sistema per scovare i “punti ciechi” che compromettono l'efficacia della tua strategia commerciale.[41:33] Dove comincia la tua scalata alla conquista del mercato. E perché un buon copywriter può spostare gli equilibri in tuo favore.Risorse utili:Sito Gazduna: https://www.gazduna.com/ House of Brands (libro): https://www.amazon.it/House-brands-Processi-strategie-strutturare/dp/8836006701M.I.L.F. (libro): https://www.amazon.it/M-I-L-F-imparare-business-strategie-digitali-ebook/dp/B07BP5WF5Q Erica D'Amico su LinkedIn: https://www.linkedin.com/in/erika-d-amico-423b3b4a/ Emanuela Ciuffoli su LinkedIn: https://www.linkedin.com/in/manuciuffoli/ ►► Hai un'azienda e vuoi smettere di stressarti in azienda 16 ore al giorno, studiare di notte libri e corsi dei “guru” e sprecare tempo con falsi clienti a caccia di sconti?Scarica la nostra Guida Salvavita per Imprenditori Imbruttiti (gratis) su:https://marketingpersuasivo.com/►►Ti piacerebbe fare del copywriting il tuo lavoro, ma non sai da dove partire? Leggi GRATIS la Guida definitiva su come diventare copywriter e renderla un'attività profittevole in meno di 1 anno:https://www.copypersuasivo.com/copywriting-come-imparare/►► Se non segui la Newsletter del “Baffo” Andrea Lisi, rimedia subito. Inserisci i tuoi dati su https://www.copypersuasivo.com/newsletter (riceverai in omaggio anche “24 Modelli Copia Incolla di Scrittura Persuasiva pronti all'uso”)
Cos'è di preciso un brand? Per rispondere a questa domanda, innanzitutto sfatiamo alcuni luoghi comuni sul tema. Il “brand” di un'azienda non è il logo. Né è qualcosa di statico e immutabile.Oggi, più che mai, far crescere un brand è diventata questione di vita o di morte nel business.E per farlo ci vogliono strategie innovative, che vanno ben oltre l'immagine coordinata, la presenza sui social e il solito banale “storytelling”.Fare branding è un'attività che comporta impegno in diverse direzioni, come per esempio:- definire una visione (intesa come opportunità unica in favore del target);- analizzare il contesto culturale specifico in cui si opera;- perseguire obiettivi di medio e lungo termine;- creare valore per il mercato (esterno & interno), con continuità;Nella puntata di oggi Andrea “Il Baffo” Lisi ti aiuta a capirne di più. Ascoltala tutta e alla fine avrai basi solide per attirare persone (clienti, collaboratori e partner) sempre migliori e prosperare con il tuo business anche in tempi di forte cambiamento.Per l'occasione, Andrea ha intervistato due brand strategist di primo piano: Erika D'Amico ed Emanuela Ciuffoli. Sono le autrici per Hoepli di un nuovo libro, dal titolo: House of Brands: Processi e strategie per (ri)strutturare il tuo brand.Fondatrici di Gazduna Srl - realtà attiva nel settore della consulenza e formazione per grandi aziende e PMI - entrambe provengono dal mondo della ricerca universitaria, a cui devono il loro approccio multidisciplinare e “data oriented”.L'intervista è molto approfondita e perciò la riceverai in 2 episodi.Oggi puoi ascoltare la prima parte e scoprire subito idee e strategie nuove da mettere in pratica per far crescere il tuo brand - aziendale o personale.Se trovi utile il contenuto della puntata Iscriviti al Copy Persuasivo® Club. Potrai accedere a tutte le Convers(az)ioni Premium che “il Baffo” ha tenuto dal 2016 con alcuni degli esperti di marketing più autorevoli della scena italiana.In qualità di membro, hai più di 200 ore di formazione su marketing SfornaClienti e scrittura persuasiva, aggiornate ogni mese - comprensive di oltre 200 podcast Premium e le serie sui grandi maestri del copywriting come Gary Halbert, Eugene Schwartz, Robert Collier e David Ogilvy.In più, per te, l'accesso diretto alla consulenza di Andrea Lisi. Clicca qui per richiedere accesso alla membership più avanzata sul copywriting in Italia: https://club.copypersuasivo.com/Ecco una piccola anteprima della puntata di oggi:[00:25] Chi sono Erika D'Amico ed Emanuela Ciuffoli, e i fondamenti del loro metodo. [6:50] Che differenza passa tra il modello di business di Virgin e quello di Herman Miller? E su che basi va calcolata la tua strategia di brand? [17:51] L'architettura che consente a un brand di ampliare le proprie linee senza sembrare “generalista”. Ecco come passare indenni attraverso le “turbolenze” del mercato.[26:44] Dove nasce l'idea madre di House of brands. Come Erika ed Emanuela hanno organizzato il loro lavoro di scrittura, creando un “tandem” così affiatato. [36:04] Cosa vuol dire Isobranding? [42:59] È colpa del reddito di cittadinanza se non trovi forza lavoro per la tua azienda? Su cosa dovresti fondare il tuo brand?[45:06] Perché è fondamentale svolgere analisi periodiche dei processi interni al tuo brand? Il costo che pagherai se snobbi questo passaggio.Risorse utili:Sito Gazduna: https://www.gazduna.com/ House of Brands (libro): https://www.amazon.it/House-brands-Processi-strategie-strutturare/dp/8836006701M.I.L.F. (libro): https://www.amazon.it/M-I-L-F-imparare-business-strategie-digitali-ebook/dp/B07BP5WF5Q Erica D'Amico su LinkedIn: https://www.linkedin.com/in/erika-d-amico-423b3b4a/ Emanuela Ciuffoli su LinkedIn: https://www.linkedin.com/in/manuciuffoli/ ►► Vuoi delegare il tuo marketing a dei professionisti con anni di esperienza comprovata? (Salvando tempo, soldi e salute mentale…)Scopri di più sul nostro servizio di Reparto Marketing Persuasivo:https://marketingpersuasivo.com/►►Ti piacerebbe fare del copywriting il tuo lavoro, ma non sai da dove partire? Leggi GRATIS la Guida definitiva su come diventare copywriter e renderla un'attività profittevole in meno di 1 anno:https://www.copypersuasivo.com/copywriting-come-imparare/►► Se non segui la Newsletter del “Baffo” Andrea Lisi, rimedia subito. Inserisci i tuoi dati su https://www.copypersuasivo.com/newsletter (riceverai in omaggio anche “24 Modelli Copia Incolla di Scrittura Persuasiva pronti all'uso”)
Points of discussion:1. What are the differences between Brand Architecture for a new brewery vs. during a brewery rebrand?2. When can you spin out a Sub Brand into its own family?3. In making this, did you consider distributor interaction as part of the rubric? 4. Does the B.E.A.T. apply to beer and breweries specifically or can I use it to figure out how my distillery can release a line of RTDs?5. What is the utility in keeping the parent brand on a wildly successful Endorsed Brand (like New Belgium's Voodoo Ranger) long term?6. What are the downsides to releasing a budget offering under my parent brand (cheap domestic lager, etc.)?7. What will your next book be about?—Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Points of discussion:1. Beverage Brand Architecture Continuum2. Branded House / Brand Extensions (pros & cons)3. Sub / Endorsed Brands (overview)4. I'm just new boot goofin'5. Sub Brands (pros & cons)6. Endorsed Brands (pros & cons)7. House of Brands (pros & cons)8. Which CODO employee housed a box of Hard Mountain Dew?9. Hybrid Brands?—Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
Points of discussion:1. The Beyond Beer Handbook2. What is your parent brand?3. Why is your parent brand so important?4. Does this new extension carry the same values and promises as your brewery's parent brand?5. Does it mesh comfortably with the same activity or occasion as your parent brand?6. Does it speak to the same people as your parent brand?7. Does it make sense for your brewery to be releasing, or to be associated with, this product?8. How will this extension add value to, or detract from, the parent?9. How can you protect your reputation and positioning?10. To what degree should the parent brand be present on this new beverage?11. How can your parent brand give credibility to the extension?12. How many categories can you credibly expand into? 13. What is a “Main Purchasing Driver?”14. The Beverage Brand Architecture Continuum—Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com-Have a topic or question you'd like us to field on the show? Shoot it our way: hello@cododesign.com-Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
IG LIVE BERSAMA PAK BI MEMBAHAS BRAND ARCHITECTURE NGAWUR DAN POSITIONING PUSING Follow Instgram @subiakto dan kunjungi websitenya www.subiakto.com
We've spent a lot of talking about what makes up the brand, but when it's time to make choices that will influence and change the brand, where do you start? The process of building the materials to attract and validate someone to your hiring process requires answering questions like these dozens of times a day, the answers to which will determine the success of your recruiting initiatives. So, you know, no pressure or anything. The answer to the question of “what video do I make” begins by understanding the complete architecture of your employer brand. Once you see that, the answers become far more obvious. And come quickly. Invest in this process and you'll be equipped to make decisions easier for years.
This week on 10 Minutes On Brand, Focus Lab's Will Straughn and Anna Beyerle Rosen chat about brand architecture. The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep. This episode's will dive into questions like: What is "brand architecture" and why does it matter? Does a family of brands need to feel connected? We hope you enjoy this episode of 10 Minutes On Brand! Be sure to leave us any comments or questions. If you have a specific topic you'd like us to discuss in an upcoming episode, let us know. - Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Marketing and ad campaigns rely heavily on your target audience and brand architecture. You have to make your customers feel like guests and build on that relationship. Everything else comes second because it all starts with your brand and guests. Join Evan Brandoff and his guest, Mark Mears, as they get into all things brand marketing. Mark is the Chief Marketing Officer of WOWorks and is the Chief Growth Officer of L.E.A.F. Growth Ventures. Discover Mark's incredible career from working with Pizza Hut to working with superstar athletes. Learn the importance of customer relations and how they can help grow your brand. Plus, learn more about his newest venture, L.E.A.F. Growth Ventures. Love the show? Subscribe, rate, review & share! https://leagueside.com/podcast
In this episode you'll learn what the key Craft Beer branding trends are for 2022 and why Brand Values and Brand Architecture are more important than how you look on the shelf.Foxy and Will talk to Isaac Arthur of CODO Design and BeerBrandingTrends.com about Craft Beer branding trends and much more as we explore the view of the market from a design agency point of view. Isaac has written the book on this topic and not only has an in depth knowledge of the aesthetics and design principles required to win in 2022 but he has keen understanding of the strategic fundamentals that any beverage business needs to get right BEFORE they start thinking about branding design/redesign. For our Desert Island Drink we talk to Professor Sam Holloway about his wide variety of beverage enterprises and how his Crafting A Strategy organisation is an invaluable resource for small brewers seeking to learn and grow their strategic and management capabilities with a brewing specific focus, real world case studies and peer to peer support. Sam's choice is a surprise given he has dedicated his life to studying beer. For more highlights and lowdowns follow us on Twitter/Instagram: @BizBevPod (manned by Foxy), or LinkedIn/Facebook (manned by Will).Business of Beverages is self-funded and hosted/ edited/ independently produced by Will Keating. Pádraig Fox co-hosts in a personal capacity.All opinions are those of the person expressing them at all times.Recorded at Hellfire Studios.Support the show (https://www.buymeacoffee.com/BizBevPod)
By the end of this podcast, you'll have 7 branded house examples you can use for inspiration when developing your brand architecture and brand strategy.First, we'll answer the question “What is a branded house” so you can see clearly how this strategy falls within the brand architecture framework.Next, you'll discover why you might use a branded house strategy and the considerations for this structure.Then, you'll learn what the advantages and benefits are of using the branded house strategy, which includes product differentiation and specified relevant communication.Next, we'll jump into the 8 examples of a Branded House.
DOWNLOAD 7 Major Things To Get Your Restaurant Branded AF ------------------------------- What is brand architecture as it relates running a bbq joint? When it comes to growing your bbq business, how do you want to grow the brand? In this podcast I talk about the branded house, the house of brands and the multi brand. No matter which strategy you use I just wanna make sure you Get Branded AF. #brandarchitecture #houseofbrands #brandedhouse #endorsedbrands #BrandedAF #GhettoCountry #BBQBrandmother #CKOCreator ------------------------------- You can also find me on these other platforms too: Website: https://www.ckocreator.com Twitter: https://twitter.com/ckocreator Facebook: https://www.facebook.com/ckocreator Instagram: https://www.instagram.com/ckocreator --- Send in a voice message: https://anchor.fm/gab-af/message
Dinis Guarda citiesabc openbusinesscouncil Thought Leadership Interviews
Richard Haigh, Managing Director at Brand Finance - “Bridging The Gap Between Marketing And Finance”Richard Haigh is the Managing Director at Brand Finance. He has lectured at universities and business schools, including London Business School, on topics surrounding brand valuation and management.Richard Haigh also has a BA in Mathematics from the University of Oxford, qualified as a Chartered Accountant (ACA) and became a member of the Chartered Institute of Marketing with Brand Finance.Richard Haigh Interview Focus1. Education and Professional Career2. Can you tell us about Brand Finance?3. Your company / companies, organisations and focus4. Can you tell us more about the methodology and technology behind the rankings system?5. How do you see Society 5.0 - 4IR and all areas of digital transformation?6. What are your views on our society, technology and digital transformations?7. What are your goals and how do you see the future of work and the main trends in tech and society?8. With Covid-19 what ways do you envision to redesign our society with technology and social impact?9. What are your visions for the present and future?Richard Haigh - BiographyRichard Haigh holds a BA in Mathematics from the University of Oxford and he is qualified as a Chartered Accountant (ACA) and became a member of the Chartered Institute of Marketing with Brand Finance.Since graduating from the University of Oxford, he has worked with international companies such as global banking group Standard Chartered Bank. He joined the bank in 2009, in which he was in charge of rotations on the Foreign exchange and commodities trading floor. The desks included the derivatives, spot and metal commodity trading desks to assist in front line support tasks and gaining a taste of the industry. “It was at Standard Chartered I gained my first taste of Visual Basic Editor, teaching myself the language to create an information recall macro to enhance the current system of commodity database management,” Richard Haigh mentioned about that experience.In September 2009, Richard joined family business Brand Finance as Brand Analyst. Climbing up the hierarchy ladder, Richard became Managing Director in 2016. Along all these years, Richard Haigh has brought his expertise with global clients in various sectors including banking, telecoms, airlines, sport, media, food and more, and able to advise their clients about their Brand Hierarchy, and has devised and recommended methods for them to improve their Brand Architecture, Portfolio Management, and Brand Positioning.About Brand FinanceBrand Finance evaluates the strength and value of more than 5000 global brands every year. Brandirectory holds all of the Brand Finance rankings, specialist reports and whitepapers published since 2007. With over 40 sectors and industries covered in 46 countries, Brandirectory is the most comprehensive collection of original brand valuations, brand strength analyses and royalty rate calculations.Brand Finance's brand value rankings have been certified by the Marketing Accountability Standards Board (MASB) through the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between marketing measurement and financial performance.About Dinis Guarda profile and Channelshttps://www.openbusinesscouncil.orghttps://www.intelligenthq.comhttps://www.hedgethink.com/https://www.citiesabc.com/More interviews and inspirational videos on Dinis Guarda YouTube Channel
By the end of this video, you understand what umbrella branding is and how it works as a strategy within brand architecture.First, you'll learn how brand strategy is far more than template style statements such as purpose, vision, mission, and values and how umbrella branding can pave the way for strategic growth.Next, we'll answer the question “What is umbrella branding?” and how this branding tactic allows multiple brands to leverage the brand equity of the master brand.Then, you'll learn the comparison of umbrella brands to family brands and discover the difference between the two.Next, we'll look at how umbrella branding fits into the brand architecture strategy before taking a look at the apple brand architecture strategy in our umbrella branding example.Finally, you'll learn umbrella branding advantages and disadvantages and how this strategy can be leveraged for both small business and corporate branding.
CODO Design cofounder, Isaac Arthur, fields community submitted questions about our 2021 Craft Beer Branding Trends article.-1. What's your favorite packaging trend this year?2. Do brewpubs really need to package their beer? There were several mentions to this effect and I'm not sure I agree with you. Won't this need fade once we're beyond COVID?3. Can you expand on the packaging lifespan thought from the packaging refresh trend? Isn't the goal to have your packaging become iconic so people can pick it off a shelf anywhere they go? If you're updating it every couple years, how will people know what to look for on shelf?4. We're currently a brewery in planning. We're considering a 12-pack out of the gate (with painted cans) and wanted to see what you thought about this plan?5. It seems like an “endorsed brand” is the best way to launch a new hard seltzer. Is this approach what you suggest to the majority of your clients or should we consider any other avenues?6. You mentioned that package design might not need to look like a rigid system if it's not going to be distributed and end up on shelf. I'm a designer myself and was surprised to hear this. Can you explain what benefits there would be for a brewery's packaging to not be consistent?7. I agree that the sub brand family approach is working well for older breweries. Do you think a younger brewery could employ this approach or is time in the market what makes it work in the first place?-Join the Beer Branding Trends Newsletter.Read the 2021 Craft Beer Branding Trends article.Buy the Craft Beer, Rebranded book.
In this episode, our Executive Director, EMEA James Withey reads, "Brand Architecture: Five tips for rationalizing your portfolio in 2021." Originally published on SiegelGale.com, James shares five ways to help ensure that an exercise in brand rationalization drives the desired efficiencies, while allowing you to continue strengthening those brands that made the cut.
Neu Entity will be talking about brand architecture. So if you're launching a new product or services and you have issues/questions on where or how to link them up. You should check out our latest upload & post to have a better understanding of 3 different types of brand architecture.
**Episode available for patrons on Patreon** Ad-free ✔️ Early Release ✔️ Bonus Content (68 Minutes) ✔️ Episode Worksheet ✔️ In this episode, we bring back Saundra Nash (Novateur Brand Architecture) as we discuss what she has been up since we last talked to her, she helps out with branding tips and so much more. Follow The Startup Life On Facebook, Instagram, Twitter, or LinkedIn Follow the StartupBlog or buy some gear from our website. Subscribe to our Patreon to listen to ad-free episodes, exclusive content, and digital products that we are beginning to offer. You can also donate to the show via CashApp: $TheStartupLifePod Follow us on Clubhouse to interact with the show when we create content there. Check out other great podcasts from The Binge Podcast Network. Written by: Dominic Lawson Executive Producers: Dominic Lawson and Kenda Lawson Music Credits: **Show Theme** Behind Closed Doors - Otis McDonald **Break Theme** Cielo - Huma-Huma
Create clarity in chaos by solidifying your Brand's Architecture. Listen in as we discuss the importance, types, benefits, and insights for a sustainable Brand Architecture. --- Send in a voice message: https://anchor.fm/branperience/message
In this podcast, I’m going to explain what brand architecture is so you can leverage this brand strategy to provide structure and support growth.First, I’ll break down what brand architecture means and how both big brands and small brands can leverage it.Then I’ll break down the technique that brand strategists use to develop sub-brands from products, services, divisions, and companies.Next, I’ll provide a practical example of why you might need or should consider brand architecture when planning for brand growth.Finally, you’ll discover the main brand architecture models including a branded house and a house of brands, and see some brand architecture examples in the Apple, FedEx, and Unilever brands.
Nirm Shanbhag is the Chief Strategy Officer of Sid Lee USA, an international creative company. He’s also my old boss. Back in 2012, he was running the San Francisco office of Interbrand, and he hired me as Director of Verbal Identity. Before Interbrand, Nirm earned his MBA from London Business School and worked in advertising, at firms like Mullen and McCann. He also ran his own, independent agency, Notch Strategy, for about six years between his roles at Interbrand and Sid Lee. Nirm and I have worked together quite a bit—first at Interbrand, then as independent consultants. We’ve been called in on brand architecture projects a few times, and Nirm is one of just a handful of people I consider an expert on the topic. Since I haven’t had too many (any) episodes focused on brand architecture, I was eager to get Nirm to share some of his insights into brand architecture—what it is, why it matters, and how it should be done. Throughout the conversation, Nirm came back time and again to the idea of keeping the consumer’s journey front and center, considering their motivations and approaches to decision-making. We also talked about brand purpose, and whether brands are good or bad for society (heady stuff). At the end of the conversation, Nirm recommended two very different books: The Experience Economy (“a seminal work and … one that not a lot of people know about”) and A Brief History of Time, by Stephen Hawking. I’ve probably read [A Brief History of Time] four times in my life. The reason I think it’s worthwhile is because, yeah, it’s about physics, but at its heart it’s a book about perspective and recognizing that your perspective can change.” – Nirm Shanbhag To learn more about Nirm and Sid Lee, visit sidlee.com. I also recommend you check out some of Nirm’s blog posts on the Notch blog.
Dr. Sirikul nui Laukaikul is Brand Strategist & Sustainability Advisor, The brandbeing Consultant Country Director, SB Thailand Founder & Director, พอแล้วดี The Creator (PorLaewDee) Nui began her career in Brand Marketing in the creative area, and later progressed to the strategic side of the business. She received her Bachelor's degree in Mass Communications from Chulalongkorn University, Master's degree in Advertising Management from University of Texas at Austin, and PhD in Human Resource Development from International Program of Victoria University, Australia and Bhurapa University, Thailand. After working for the global network for close to 20 years, Sirikul found her own consulting firm with a mission to be a small but competent strategic advisory company, aiming to work with Thai clients who truly believe in sustainable branding and systematic methodology. Her approach to develop and design brand strategy is based on the Sufficiency Economy Philosophy, a practice she committedly advocate for. With a background ranging from communication and management to sustainable development, in addition to her own unique combination of creative flair and strategic thinking, Sirikul is ‘one of a kind' consultant who can provide strategic & holistic recommendations that are sensible and practical for each client's needs. Her strength lies in compelling brand strategy development—Brand Model & Brand Architecture as well as Branded CSR. She has been representing Sustainable Brands (SB) in Thailand since 2016, and had successfully commenced the conference among business circle for more than 5 years. Additionally, she found the “พอแล้วดี The Creator” (pronounced por-laew-dee) program, aimed to strengthen immunity among young entrepreneurs through Sufficiency Economy Philosophy. Sirikul is one of the sought-after speakers in Branding and Sustainability subjects. She has been invited to be a key speaker in several countries. Her speech on “Karma Marketing” and “Moderation and Sustainable Development” have been admired and referenced among those who practice business with compassion.
The term “Brand Architecture” refers to how you brand has been built over time. You start with the foundation and go from there. With a large company that has multiple products or services, or even multiple divisions and sub-companies, their brand architecture can look like a sprawling neighborhood or towering skyscraper. Some of the different…
If God visited you, where would it lead you? To the mission field? To the pastorate? What if God called you to manifest the presence, power and glory of God in the marketplace? What if God called you to create wealth for the Kingdom of God and influence culture from the inside out? Could such a thing even be possible? Anika Pettiford says it is! Anika is passionate about one thing – The Presence of God in her life. She is pursuing hard after living in and from the secret place of worship. As a graduate of the Reinhard Bonnke School of Evangelism, she is using her giftings in the area of evangelism to reach others with the love of Christ. As a preacher and public speaker, she ministers to women at WOE's conferences and retreats and is a Level 5 Women of Excellence Teacher. She has utilized her degrees in Accounting and Information Technology working for and consulting with multinational fortune 500 companies including working for the IBM Olympic Web Team during the 2000 Olympic Games in Sydney Australia. As a Business Consultant with IBM she has traveled the world working with companies in many industries including energy, shipping, retail, manufacturing, banking, cosmetics, government and aerospace to name a few. She currently runs several businesses in the area of Brand Architecture, Marketing Consulting, Retail Operations and Media Production. And is personally familiar with failure in startup businesses as well as success crossing over into million dollar revenues. Upon graduation from Seminary with a Master's in Theological Studies, she launched what she calls “His ministry through her” – Grace, Gold and Glory. Taking the gospel to the Marketplace is her unique positioning in the Kingdom of God.
Today I go through the three types of brand architecture and how Morning Brew is figuring out which model is best for our business.
This episode will take you through 4 ways to architect your brand strategy. Almost every organisation gets this wrong at some point in their journey. In fact, we look at how leaders like Coke or BMW have made great decisions and bad decisions over the years in managing their brand. This episode covers the four primary methods of brand architecture:1/ Parent led2/ Family of leaders3/ Parent endorsed4/ Lead individual We look at examples of each type of architecture and discover how some of the best brands in the world have set up their strategy for success or failure. Learn from the best and apply this to your business. Find our more at www.blirt.co
In this article Zoe Rossi share with us, using a real world example the approach we take at Equals Collective in unpicking and architecting a scale up brand.
We look at a world that can sound really rather dry but is filled with opportunity and impact - the world of brand architecture. From figuring out where a new acquisition sits in your business, to making sure a new business unit is not cannibalising another, to killing off a brand entirely, brand architecture is business strategy made visible. It brings clarity to decision makers and customers, and opens new ways to engage employees. Rob Costelloe and Mitchell Kirkham-Cooper sit down with Rana Brightman, Senior Strategy Director for Siegel+Gale London, and Head of Insights Ben Osborne, to hear about the approaches, challenges and opportunities with brand architecture.MusicSuper Human - Paddy Conn, Angelina Dove - Audio Networkhttps://www.audionetwork.com/browse/m/track/super-human_1007686
Delano Jonson moved from the Bahamas to New York in 1995 aged 25 and his life changed enormously. He's had 25 years experience with Brand Architecture, including re-branding the Toys R Us's online division. Under his direction Toys R Us went from $50 million a year in online sales to $750 million a year in online sales between 2009-2011. His secret is always intuitively listening to his customers' request and that has given him a 95% accuracy rate in his client delivery. Delano says its not always what they say but what he senses in what they need. Most recently his business partners have sealed a deal with Walmart where he is responsible for designing their new retail spaces within the Walmart locations with a brand new restaurant and kiosk set-up. He also was flown to Algeria, African to help the government re-brand the entire country in its business ventures! He tells a few stories including: What he learned as an eight-year-old from a man who watched him as he shopped. This story carried over into adulthood on how to treat money, people and service to others allowing for increased profit and profitability. At age 15, he did a part-time job that had a lot of competition and he devised a way to give a better service to his customers. That decision to offer better service and more expensive products caused him to make more money than his competitors. In New York, he worked at a restaurant and learnt things about the flags that hung from the 5-star restaurant he worked at that gave him a better understanding of the patrons which resulted in increased tips and demand for his services. Book- refuse to live talented and broke talentedandbroke.com Delanojohnson.com VIDEOS: BOOK COMMERCIAL: http://youtu.be/PNt34dYz7js SOCIAL MEDIA CONNECTIONS: FACEBOOK PAGE: http://facebook.com/delanoajohnson TWITTER http://twitter.com/delanoajohnson YOUTUBE http://www.youtube.com/delanoajohnson PINTEREST http://pinterest.com/delanoajohnson Exceeding Expectations links: www.ExceedingExpectations.me Facebook Group Twitter LinkedIn YouTube How to leave a podcast review: https://tonywinyard.com/how-to-leave-a-review-for-the-podcast/ Full shownotes at: https://tonywinyard.com/ee040-delano-johnson/
Rob Meyerson and Manuj Aggarwal discuss branding and business in this new episode of Bootstrapping your dreams show. What are you waiting for? Tune In Now!In this episode, we will learn about:How branding and business identity are interrelated The importance of brandingHow to create a brand nameCommon mistakes entrepreneurs make when it comes to brandingThe importance of having an impactful brandHow the brand can leave an everlasting impression on peoples' mindsHow to link the brand with a purposeA flexible framework for brand creationAbout Rob MeyersonRob Meyerson has about 15 years of experience in brand consulting, including senior brand strategy and verbal identity roles and major global consultancies like Interbrand, Siegel+Gale, and FutureBrand. Was the Global Head of Naming and Brand Architecture at HP when it split into HP and Hewlett Packard Enterprise (HPE). He has experience working in the US, China, and Singapore, with client experience all over the world.Education: Rob Meyerson holds a Bachelor in Psychology and Cognitive Science from Indiana University and a Masters in Linguistics from the University of California at Berkeley.Experience: He has about 15 years of experience in brand consulting. Was the global head of naming and brand architecture at HP. Also worked for Interbrand, Futurebrand, and Labbrand.Accomplishments: Some brand names he has developed are: Vyond, Alongside, Corelight, Octave, Phosphor, Rivit TV, Lineate, as well as, multiple projects for HP and HPE as HP Pavilion Wave and HP Multi Jet Fusion.Fun Facts: he lives in Pacifica; has two young kids; likes to play guitar; loves to read hardboiled detective fiction, and; has written award-winning 55-word stories.Obstacles Overcame: Switched careers a few times, unsure of exactly what he wanted to do; started "from the bottom" in brand consulting. In the first two jobs, he was proofreading, formatting PowerPoint slides, etc. He decided he wanted to do professional naming so emailed a bunch of agencies asking if he could help them out, sometimes for free, and eventually earned the right to call himself a professional namer. He moved to China without speaking the language well out of a desire to live overseas and experience other culture. He became head of Brand strategy at a local agency (Labbrand) and then moved to Singapore to head up strategy for all of Southeast Asia (FutureBrand).Links & Mentions from This Episode:Rob's Website: https://howbrandsarebuilt.com/TetraNoodle consulting services: https://go.tetranoodle.com/boot-podcastTetraNoodle professional training: https://courses.tetranoodle.comThanks for Tuning In! Thanks so much for being with us this week. Have some feedback you'd like to share? Please leave a note in the comments section! Enjoyed the episode? Kindly share it with your friends. Don't forget to subscribe to the show on iTunes to get automatic episode updates for our "Bootstrapping Your Dreams Show!"Support the show
Designing your brand architecture. Brands need a home ! A place to live ! You will hear 3 models of brand architecture. 1. House of brands 2. Branded house 3. Blended house. Which one is your business brand architecture? *** Any comments ? Drop me a line via Anchor https://anchor.fm/journey2Millionaire FB group www.facebook.com/Journey2Millionaire IG www.instagram.com/journeytomillionaire
We are Design Banter. This week we are looking at creating a Moodboard for your Brand. Yes, a moodboard for your brand. Genius.
Maxwell created his company while in college as a requirement from his parents. Fast forward and he appeared on Shark Tank and flopped. Today Maxwell is successfully running an array of disposable bed sheet brands that are available internationally. He shares how changing the brand name was a game changer for his startup, why the .com still reigns supreme, how carefully crafted words will lead to sales, and how he learned to persevere regardless of how often you hear the word 'no' along the journey – "Just get to that word quicker." You can learn more about his products at Peelaways.com or reach out to him directly via LinkedIn. ________________Transcript: Fabian Geyrhalter: Welcome to episode number five of Hitting the Mark. It's only number five, which completely blows my mind. It feels like we've been on this journey for a lot longer than that. If you're new to Hitting the Mark, a special welcome to you. Today we talk with a founder, who knows how to not take himself too seriously, while taking his venture extremely seriously. I was contacted by his PR folks, and when I read his bio, I was sold on having him on Hitting the Mark. Here it goes. Maxwell Cohen is the founder and CEO of Peel Away Labs, the innovative startup company that developed Peelaways, the bedding industry's first multilayered, disposable, waterproof fitted sheet designed for the home, industrial, and healthcare markets. Maxwell created his company, while in college, as a requirement from his parents. After appearing on Shark Tank, in which he flopped, he didn't give up. Peel Away Labs was launched in January 2017, and Peelaways Crib-A-Peel, Dorm-A-Peel, and Peelaways Health are now available at major retailers and distributors worldwide, including consumer retailers like Walmart, Amazon, Bed, Bath, and Beyond, etc., etc. And also a hospital distributors like Cardinal Health, and McKesson. With that being said, welcome Maxwell. M Cohen: Hey. Thanks so much for the intro. I appreciate it. F Geyrhalter: Hey. Totally! Absolutely! So listen, I owe to my listeners why this bio, which by the way I've piecemealed from different bios of yours convinced me to immediately book you for my podcast. So, first of all you created the company as a requirement from your parents first, and second you flopped on Shark Tank, and you actually highlight that, and I'm so impressed by that. So, tell us about the parental requirement to start a company. It's super intriguing, and I'm sure you get that asked a lot. M Cohen: Yeah. I come from a family of serious entrepreneurs where my family we were pushed to start businesses before we turn 27, and that was based off of the experience, and knowledge, and wisdom that you get building something from the ground up. Something from idea stage to actual product stage, and then having customers and selling. So, all the experience you learn whether you fail or not starting a business is a fantastic for any future growth, and for any future employers of course. And if you didn't fail, you're onto something at a young age, and when you're this young you really don't have much to lose. I don't have a wife, kids, a mortgage, and so it's a perfect time to try, and start, and execute on a dream of starting a business that could potentially make people's lives better. F Geyrhalter: I absolutely love that, and usually it's the lemonade stand when you're five years old, but I love the idea that this happens while you're in college, right? That's the requirement that during college you don't just slack off, but you actually do something, and try to create an actual product or service. M Cohen: Yeah. I mean when I was in college I noticed my friends they never wash their sheets when I came home from college. I noticed that my elderly grandmother had trouble washing her sheets on more than a daily basis. So, that was an impetus on starting a business. I'm an environmental water resource economics major, so water is math is a big concern to me. So, a product like this helps many countries around the world that suffer from drought and water shortages will always have clean, sanitary sheets. F Geyrhalter: So, tell me a little bit about that because this is fascinating to me because your brand narrative as we call it in the industry, it seemed to have changed over the years, right? So, in the beginning, it was more of the benefit of convenience, which was based on college students slacking off, and them being lazy, and then today it goes much, much deeper into that environmental angle, which is usually surprising to anyone that hears about a product that's disposable. But you actually have really great claims behind it, and it sounds like it was always intrinsically part of your brand thinking that you can actually save water by doing that. So, explain to us a little bit how the sheets work, and how that narrative changed over the years. M Cohen: Yeah. I just want to make it clear on how simple this product is. It's the fitted bed sheet that we're all familiar with, with the elastic at the bottom, we use 100% latex free elastics since we sell to healthcare, and then it has five layers on top. Each layer could be slept on for seven to 10 days, and then you simply peel that layer off to instantly reveal a brand new layer beneath. Each layer is incredibly soft, and each layer is 100% waterproof. The impetus behind the product was to go around the laundering process, which uses up to 50 gallons of precious water, bleach detergents, which is a chemical pollutant, time, electricity, and money. M Cohen: So, that was the original plan of a product like this, and then once you start using it and learning who your customers are, it actually is the other way around where it started off as saving water, and then it actually turned out to be the ultimate convenience for people that need a product like ours. When you're starting a business, you want to refine who your customer is. This is a bed sheet. This is a product that everyone you've ever met could use. There's people that you believe should use it. When you're starting a business you go for the people who you believe they need a product yours. M Cohen: So, our product in my eyes if we had to describe it is the ultimate convenience when it comes to the bedding industry, and having to change your sheets. The traditional way is a hassle. It could take up to 15 minutes of changing sheets. With ours, you instantly have a brand new sheet no matter what happens. F Geyrhalter: It's a convenience with a sight benefit of actually doing better to the environment. It's super interesting, and as you mention, as you got to know your target audience, and as you started to segment them based on your learnings, you actually created several brands. So, there's Peelaways, then there's Peelaways Health, but you also have Crib-A-Peel, Camp-A-Peel, and Dorm-A-Peel. So, I had to ask what was the appeal if I may ask, to create this brand architecture, and was separating the brands our like that by audience was it effective? M Cohen: Yeah. So, this is a very unique business where to mention again that so many people could benefit from a product like ours. F Geyrhalter: Yeah. M Cohen: So, we've created brand specific to our end customer that allows them to understand our product sooner rather than later. F Geyrhalter: Sure. M Cohen: If it's on a retail shelf, you have six seconds to get the message across. So, our branding is to make it very obvious what we do. The main product we sell is called Peelaways. Peelaways comes in all sizes from twin up to king. So, we use that, that's our best seller, and it's very obvious what the product is once you look at it after 60 seconds because the name is very simple. F Geyrhalter: Right. M Cohen: And obvious. And then we broke out into the clever branding with the appeal. So, we thought it was clever. We have three brands that utilize the appeal, which is Crib-A-Peel, Dorm-A-Peel, and Camp-A-Peel. As we thought it was very relatable for a product like ours. So, when you're selling to customers you have to know who your audience is. You have to know the right lingo, you have to know the right verbiage. So, you mentioned we have a product called Peelaways Health, and we do that because we allow that insert and a website that's built around Peelaways Health to be catered to the healthcare industry. So, a brand like ours has many different brands because we have to cater the message to the specific industry we're going after. M Cohen: So, we're lucky enough to have many industries that really enjoy the benefits of our products, but it also creates a little bit of a challenge because you have to brand everything separately, and branding is incredibly important because it has to get your end customer to believe what I believe as the CEO of the company. The reason I created this product, I had to get you to portray that this is something that you need, and getting the branding right off the bat is an incredibly smart, fast way of getting people to believe what you believe. F Geyrhalter: Amen. Amen. And very often with a product that is the same product that it just caters to different audiences, you keep the main name. So, you would have done Peelaways Crib, Peelaways Camp, but the way that you actually moved it into something that is much more amicable, but yet it's descriptive, and I see it on your packaging you have Crib-A-Peel, and then you say ... You use the words Peel Away right there on the package. So, there's absolutely still the association with Peelaways, it is just very specific to the target audience, and I think you guys did fantastic, and I love the names. I think they're hilarious, but they're so descriptive, and you need to be descriptive of your product because it's so unique, it's so different. So, people very quickly understand the idea, and I think you've done a fantastic job with that. I really like it. M Cohen: Yeah. And in the 21st century, branding is very unique. It's very unique, and what do I mean by that? It's all about the dotcom that you can buy. The URL, the domain of your business. I know many companies that don't name their business the original name is because they couldn't get the URL or even the dotco of their business. So, when you are starting a business, having a website that is the name of your business is also pretty crucial because are looking for you. It helps your SEO branding, it helps people find you on the internet of course. F Geyrhalter: Right. M Cohen: So, one of the first things we did was find a website, and see if peelaways.com was available, and that was available for 10, $13. But the funny part was if you got rid of the S, if you just did peelaway.com, to buy the website was over $150,000. F Geyrhalter: And I don't think any of your customers now would confuse the URL. They would never go to Peel Away because those are Peelaways. It is already ... The product is plural because having the sheets, and the large amount of sheets that you could just Peel Away, it's already intrinsically embedded. That was a pun I guess. Embedded into it. So, I think it works really well. That was not luck. I think there's a lot of brand strategy that was behind the scenes in you creating that. I'm wondering are the products actually any different? The Crib-A-Peel, the Camp-A-Peel, and Dorm-A-Peel, or is it based on pretty much the same product, and it's more marketing angle? M Cohen: Each product is pretty much identical depending, and the only thing that really differs is the size. For the healthcare industry, we have a few extra iterations that allow it to be better for the industry, and one of those big iterations was the latex free elastic. So, each market does have a unique brand to it, but essentially the product is the same, but just different sizes from crib all the way up to king. F Geyrhalter: That makes a lot of sense, and that's what I thought it would be. So, I had to listen to the quick snippet of your Shark Tank episode, and in there you mention ... I believe you mention that you started having those sheets in ambulances in Africa. Is it true like when you try to see if it would work in the healthcare environment, how did you start getting into that? Tell me a little bit about that journey because it's fascinating to any entrepreneur listening. M Cohen: Yeah, of course. I originally went after people and markets that I understood, and that I was familiar with. So, I originally was selling to college students, and to summer camps. Summer camps really loved the product because the one we sell to them, Camp-A-Peel has seven layers, and most summer camps are seven weeks long. So, it would be one layer per week. So, they saw the benefits there. The product ... When I was on Shark Tank, the name of the business was different. I've changed the name of the business because branding is just so important. The original name of the business was AFRSHEET. A-F-R-S-H-E-E-T. And I originally came up with it. I thought it was incredibly clever. M Cohen: But then I combined the SH from fresh and sheet together, it was my first branding, my first marketing moment. I thought it was great, but once you get to the customer they were having trouble pronouncing it. They were not even understanding what the product was, and it didn't help. So, branding is a crucial part of is that I needed ... I realized that I don't want to have any trouble with anybody understanding what the product is. Let's try and make it as obvious as possible. So, I changed the name of the company to Peel Away Labs, which then we started naming our products Peelaways, and Appeal as that was something that allowed our customers to understand the business quicker and faster. M Cohen: And since we don't sell something that is sexy, it does take time to educate the consumer about the benefits of the product. And if they see the benefits of the product in the name of the product, that is something that is incredibly powerful, and it allows you to get the customer's eye, and then hopefully get them to close and buy the product. F Geyrhalter: Absolutely. Absolutely. And back to the healthcare space, how did you try that out? I mean it's a difficult space to get into, right? There's lots of regulations. How did you start to get your feet wet in that space? M Cohen: Yeah. As I mentioned in the beginning, when I was starting the business I came home from college and noticed that my elderly grandmother, who was bedridden. She felt she was embarrassed. She felt like she was a burden on the family because her sheets had to be changed- F Geyrhalter: Right. M Cohen: And it wasn't her fault. It was the medication she was on. So, once we put the product on her bed, we recognized that this is a market that is going to benefit from others like ours. The home care market, if you're taking care of somebody at home, this product is a tremendous benefit for everyone. For the caregiver as well as the person on top of the bed and sleeping on the bed. Our sheets are proven to be 32% softer than traditional healthcare bedding, each layer of our product is 100% waterproof, and one of the most beneficial is there's somebody that is bedridden, we can change sheets within one minute or less. So, there's better patient comfort, and it allows you to allocate your time more wisely. M Cohen: So, that's how we got into the healthcare market, and then once we started focusing more of our time on going to trade shows, we started feeling the feedback. Cardinal Health, McKesson wanted to sign us up as vendors. So, we knew there's validation for a product like this in the healthcare market. F Geyrhalter: And that was pretty much it. It was doing trade shows where you got direct contact with the healthcare industry like that, and they immediately gravitated towards your product? M Cohen: Yeah. Trade shows are incredibly important when it comes to an old school business. F Geyrhalter: Yeah. M Cohen: Healthcare is an old school business. Doing things the old school way, not the millennial way. I'm the millennial of the team, and going to trade shows, walking around on my feet for eight, 10 hours it sounds old, and it sounds like the old way of doing business. But that has been our most successful business up to date is doing trade shows, finding the buyers, and talking to the gatekeepers that could help us get into the industry. F Geyrhalter: That's refreshing to hear because a business like yours you would think it would just have tons of landing pages, and SEO, and all that, and I'm sure it does. But on top of that having to do that old grind with trade shows, and having the personal ... Forming this personal relationships, it's good to hear that that is still super important. Looking back, what was the one big breakthrough moment that propelled your little idea that turned into a real brand? What was that breakthrough moment? Was it Shark Tank despite it not going quite as wished, or was there something else that really like was that big moment for you? M Cohen: I mean when you're starting a business, you want more than one big moment, and to me changing the name of the company was incredibly crucial. Telling somebody, "I'm the CEO of AfreShseet." They go, "A what?" And it gets very frustrating. So, when you could translate what you could do more smoothly, "I'm the CEO and Founder of Peel Away Labs." And so you get more of an understanding of what I'm doing immediately just by the name of by business. F Geyrhalter: Mm-hmm (affirmative). M Cohen: And a big crucial part is changing the name of the business as well from AfreShseet to Peel Away Labs, and AfreSheet seemed to only limit us to bedding when really my paddings encompassed all things that could be potentially multilayered in Peel Away. So, it doesn't just limit us to sheets. F Geyrhalter: That's super interesting. That's really interesting. So, talking back about Shark Tank because I think it's fascinating because a lot of entrepreneurs that listen to this are like, "Oh my god, Shark Tank," that's like, "I want to be there. That's the holy grail." Everyone hears about once you're on Shark Tank, you're going to blow up. With you, I mean you didn't do as well on Shark Tank as you wanted to do, but it didn't seem to make you think twice. I mean you instead pushed forward with the same idea, and rightfully so. I mean the phones are ringing literally, right for you and things are going really, really well, and you kept pushing even hard. F Geyrhalter: But how were those days and weeks after you flopped? I mean everyone talks about failure is so important, and it's being celebrated in a way. But I mean was it super tough or did you immediately just say, "Look, sales are spiking, and I don't care. I'm going to keep pushing." How were those days afterwards? M Cohen: Yeah. When I went on Shark Tank, I was young and the company was even younger. F Geyrhalter: Yeah. M Cohen: We only had a few beta testing products, beta products, and we had just the test market to summer camps and college students. So, looking back of course as you can imagine when somebody looks at you and says, "Your product is a dog of a product. Shoot it, get rid of it, and do something else with your time." F Geyrhalter: Literally, right? Yeah. M Cohen: Your theme I think that is motivation. I take that as, "I need to be here and prove you wrong. I know the product has validation, I know there's a market for it. But I'm young, the company is even younger." So, there's no real hurt feelings as you can imagine. Of course, just natural frustration, which is inevitable, but to me I took it as motivation. I got in the product into Walmart without the help of the Sharks. We're vendors with Buy Buy Baby as well as Bed, Bath and Beyond without the Sharks. And actually we see the largest purchase order QBC has ever given for a new product in February. F Geyrhalter: Oh congratulations. M Cohen: Even without the blessing of Lori, to be honest I think she didn't like me the most out of all the Sharks, I believe we'll have incredibly successful campaign on QBC regardless of her backing or input on our product. So, we used it as motivation, persistence is key. I know that I was onto something whether they see it or not. It's totally cool. And now that you look back, I didn't really have a business. There was nothing really to invest in anyway. So, you recognize that Shark Tank is not for pre-revenue businesses, it's for revenue-generating businesses. It's really growth capital. M Cohen: So, the experience itself was fantastic. It made me smarter, faster, wiser. It allowed me to have thick skin, but it wasn't the Oprah Effect that everybody expected. My product and business wasn't ready for Shark Tank to air. If I went back now I guarantee they would love the business that I have built in the market that they'll be impressed. F Geyrhalter: Mm-hmm (affirmative). Right. Exactly. Too bad you won't be back. You're not doing them that favor, but listen I think that's an amazing character trait that you showed after those weeks, and that for you looking at it in that way I think that's something that most entrepreneurs need to learn. I think we read a lot about it, but it's really hard for people to actually embody that and say, "No, this was a great lesson. Let's move on. There are 50,000 more mountains that I can conquer, and this was just one of them." Really, really great insight on how to see that, and how to go through that. M Cohen: Yeah. And think of your listeners in the perspective of your real life investing. I pitch ... It's the same stories you hear all over the place. I pitch 68 investors before I got my first commitment. So, even if you get burned on Shark Tank, you have to realize you're going to get burned in real life. And to me when I talk to investors or talk to people that I want to work with, I said, "Do you mind getting to the answer no as soon as possible please?" F Geyrhalter: Yeah. M Cohen: "So, I could move onto the next thing?" F Geyrhalter: Yeah. I think leaving the ego out the door, and just making the business transaction, and just saying, "Look, there's so many more." And it takes a lot, I think. I think it takes a lot, especially a lot of younger startup entrepreneurs at your age and younger when you started. For them that's their life, right? And it's a huge ... I mean your ego is huge during that time because you think you just nailed it. You just came up with the next big thing, and to be like that, and to actually let go, and to take these answers not too seriously because you know there's going to be a yes around the corner. It takes a lot, and I think it's great that you're sharing that with everyone. M Cohen: Yeah. I mean as you mentioned in the beginning, you could tell that I have a sense of humor. I laugh at myself, I laugh at things that are worthy of laughing at. Things are going to go wrong, people are going to dislike you, dislike your product. It's just the name of the game we're in, and it's really just this name of the game called life. F Geyrhalter: Yeah. M Cohen: So, you have to have thick skin to be an entrepreneur because there's days that are great, there's days that are terrible, there's people that are mean, there's people that are incredibly helpful. F Geyrhalter: Absolutely. M Cohen: So, having equilibrium, and understanding this is one of the first steps to really building business. F Geyrhalter: I think that's great. I would have asked you as my final question of what's one final piece of brand advice for founders as a takeaway, and I think you just gave us one. But- M Cohen: Have a sense of humor. F Geyrhalter: Yeah. M Cohen: We're in the business of ... I like to joke around. We're in the business of losing. 98% of companies, startups fail in the first two years. 99% of startups don't receive their initial funding. So, once you realize the odds are against you, it allows you to push even hard, and it allows you to execute even better. F Geyrhalter: Glorious. Exactly. Absolutely. Maxwell, listeners who got curious about Peelaways, which by now should be every single person listening, where can they go to get themselves a few sheets? M Cohen: Yeah. Our products are sold in Walmart under a brand called Camp-A-Peel in the camping section, which is one of those funny, ironic branding things that worked. It worked, and I don't believe they would have put us in the camping section if the product was called Peelaways. So, having the brand Camp-A-Peel because I sold to summer camps was incredibly beneficial. F Geyrhalter: Yeah. M Cohen: You could find our products on Bed, Bath and Beyond, BuyBuyBaby.com, Amazon.com. If you want to get in contact with me, feel free to LinkedIn me. Maxwell Cohen. Or feel free to reach out to our contact page on Peelaways.com. I'm happy to help anybody out. If there's anybody out there that's in the healthcare industry, and feels and sees the benefits of this product, and wants to make some more introductions on our behalf, that would be absolutely highly beneficial, and highly appreciated. F Geyrhalter: Never stop hustling. Thank you, Maxwell. This was tons of fun. I really appreciate it. M Cohen: Yeah. I'm so glad to be part of your fifth podcast, and I look forward to listening to the rest of the ones you build out. F Geyrhalter: Thank you, thank you. And thanks to everyone for listening, and yes I have to say it again. Please hit the subscribe button, and give the show a quick rating because as we discussed, this is a brand new podcast, and it needs all the TLC it can get. This podcast is brought to you by FINIEN, the brand consultancy creating strategic, verbal, and visual brand clarity. A consultancy which I happen to run. You can learn more about FINIEN, and download free white papers to support your own brand launch or rebranding efforts at FINIEN.com. The Hitting the Mark theme music was written and produced by Happiness Won. I will see you next time when we once again will be Hitting the Mark.
Tom is joined by Darryl Cobbin, who is the CEO and Managing Partner of Brand Positioning Doctors. Brand Positioning Doctors is a specialised brand building and brand positioning firm that focuses exclusively on developing a laser sharp Brand Architecture and Positioning. They employ a proven system with “real world know-how” to help companies build strong, distinct Brands and help them more effectively position their Brand.
The Indian IT firms have a come along a long way from just throwing resources to solve a Y2K problem to now helping F500 solve crucial business problems through latest technologies. In this podcast, Bimlesh and I delve into the importance of having a lean brand architecture and how it benefits a firm. About me: www.linkedin.com/in/navalsinghiim/ I am Naval Singh. I work as Developer Representative at IBM Bangalore. The postings on this podcast are my own and don't necessarily represent IBM's positions, strategies or opinions. I hold an MBA from IIM Indore and B. Tech in Electrical Engineering from NIT Rourkela.
Have you ever questioned the significance of brand for business strategy? What is brand personality or architecture? Warrick Guest, an award-winning Creative Director, joins us again to discuss these aspects including brand positioning. Watch the vlog on YouTube.
When companies grow and add new products and services, they often experience "brand sprawl." Soon the product lines sound like a hodge podge of acronyms, modifiers and alphanumeric add ons. There is no architecture to their brand architecture. What started as a crystal clear company brand identity becomes clouded and confusing, with multiple, mixed and/or overlapping naming conventions. On today's show we explore proven strategies and methodologies for cleaning up our brand language. We provide four examples of how companies can categorize their products and service offerings to communicate their brand message in a common sense way. If you are struggling with your brand nomenclature, this is the show for you. To get your brand architecture right, you need to make it bright!
Dr. Rob Zinkan, Associate Vice President for Marketing at Indiana University discusses the pros and cons of a branded house vs. a house of brands approach to brand architecture in higher education, and why we should consider thinking of colleges and universities more like cities than corporations.
Des Traynor is the Co-Founder, Chief Strategy Officer and VP of Marketing at Intercom, one of the world’s hottest startups that simply put, makes communicating with customers easy and efficient. They have raised over $115m in funding from some of the world’s leading investors including Social Capital, Index Ventures, Bessemer Venture Partners and then titans of industry with Mark Zuckerberg, Jack Dorsey and the Collison brothers at Stripe. Prior to Intercom, Des previously co-founded Exceptional (now a part of Rackspace), and prior was a UX designer for web applications. In Today’s Episode You Will Learn: How Des made his way from founding consultancy web design businesses in Ireland to founding SaaS superstar, Intercom, with Eoghan and moving to San Francisco? Why does Des believe that “brand is the most overlooked element for new startups”? How must founders think differently when constructing their brand for a single product vs multi-product company? What is the right way to think about this brand architecture? How involved should customers be in the development of product roadmap? Where are the nuances and challenges to this? When is the right time to start thinking about releasing a second product? What is the right and the wrong way for this to be marketed? What does Des mean when he says, “there is an inverse correlation between quality and market size”? How should founders think about selling to both SMB and enterprise? How do their buying psychology and implementation process differ? 60 Second SaaStr When I say success, who is the first person that comes to Des’ mind? Where do most startups go wrong with their branding? What does Des know now that he wishes he had known at the beginning? If you would like to find out more about the show and the guests presented, you can follow us on Twitter here: Jason Lemkin Harry Stebbings SaaStr Des Traynor
In this episode, we sit down with Saundra Nash and Tori Johnson as they discuss the dynamic between the three young entrepreneurs, why building relationships are so important, and explain the time when someone tried to convince them to close their business and work for them. NBA's website: www.nbabranding.com Follow NBA: Facebook: https://www.facebook.com/NBAbranding/ Twitter: https://twitter.com/NBA_Branding Instagram: https://www.instagram.com/nbabranding/ For ACT Prep from OWLS: https://the-owl-academy.teachable.com Teaching Resources: https://www.teacherspayteachers.com/Store/Teaching-With-Owls Have comments or want to advertise on The Startup Life? counsel@askowlsolutions.com Looking for a nice co-working space in Memphis? http://www.entrememphis.com
Your brand is the foundation and one of the most important aspects of your business. Doesn’t matter if you are a solo entrepreneur, small business, large, super size, business to business, business to consumer or anything in between. You only have one chance to make a first, second and third brand impression. In a nutshell your brand is your promise to all those who come in contact with your brand. It's your promise to your customers, partners, employees, audience and community. Your brand will help you tell your story and helps you build trust as it informs people what to expect. When done right it will also help differentiate you from your competition. Your brand is rooted in who you are at the core, what you are about and what you do for your customers, employees, partners, audience and even online community. Your brand is so much more than your logo. Of course your logo, colors, website, mobile site (or not), mobile applications, videos, tweets, Facebook and other social network pages, packaging, communication is also part of your brand foundation. Some may argue that "your audience determines your brand, so why worry about it." While this is true that the perception of your brand is in fact in the eye, heart and mind of the recipient. It is not true that the receiver is responsible for that first, second or third brand touch. That responsibility comes from you. As a marketer you have the opportunity to be storyteller, and to also engage and empowers others to not only be part of the story, but to give them a canvas and a paint brush and inspire them to help you write and tell it. By developing your brand strategy, brand architecture, vision, mission and more, you can impact perceptions. You can better connect with the human beings on the receiving end of your brand visuals, messages, social media updates and everything you create and deliver via whatever mediums you are using to connect with your audience, community and customers. Although you obviously can not control how others perceive your brand, you can definitely influence and design a positive, inspiring and engaging experience every time they come in contact with your brand. Take a listen to the 109th episode of the Social Zoom Factor podcast where I provide the definition of a brand, reputation and most importantly the top 5 reasons why you must develop your brand strategy and how it can benefit your business, customers and greater community! In this 30 minute podcast you will learn: Definition of a brand Definition of brand identity Definition of visual branding Definition of brand trust Definition of reputation Top 5 reasons you must develop a brand strategy for your business The power of brand story telling and why you must invest in creating your brand story Inviting and taking other along to help you craft your brand story Earning trust and credibility via branding How to differentiate from your competition via branding How to use branding to connect emotionally with your audience, fans and customers
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