Let's talk branding

In this episode, Dan Salkey is back on the show to talk about their latest research paper called ‘Entertain or Die’. This is the second round and this time Dan shares some new insights on how to actually build an entertainment brand. Important links * You can find the full report here [https://meetsmallworld.com/eod2/]. * Find Dan on LinkedIn here [https://www.linkedin.com/in/dan-salkey/] 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 [https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Hey everyone! Super happy to kick off a new season with more brand-building legends and insights. In this conversation, I chat with Damian Borchok [https://www.linkedin.com/in/damianborchok/], Managing Director of Koto [https://koto.studio/] for the Asia Pacific region. A conversation sparked by a great article on Koto [https://substack.com/profile/144220924-koto] ‘s newsletter, We discussed the nuances of branding, rebranding, and brand refreshes. Damian emphasizes the importance of understanding the value of a brand and the strategic decisions behind rebranding efforts. Through various case studies, including Walmart, Burger King, Bolt, Tropicana, and Jaguar, Damian explores the complexities of brand identity, market signals for change, and the execution of branding strategies. He highlights the need for brands to evolve while maintaining their core identity and the significance of research in understanding brand equity. Takeaways * A brand refresh can be a missed opportunity if not executed boldly. * Rebranding should consider both visual identity and communication strategy. * Longevity of a brand does not guarantee its equity in the market. * Brands must align their internal culture with their branding efforts. * Research is crucial in identifying valuable brand assets. * Market shifts can signal the need for a rebrand or refresh. * Effective branding requires a long-term commitment, not just a one-time campaign. * Brands should avoid generic approaches and strive for distinctiveness. * The execution of a brand rollout is as important as the design itself. * Successful rebranding can lead to significant market advantages. 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 [https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons. Important links * John on LinkedIn [https://www.linkedin.com/in/johnpaullyons/] * John’s new YouTube show ‘Bin Juice [https://www.youtube.com/watch?v=RNM5aCEbj1g&list=PLmjLZIcnjroXC6JkUYI-s_Zd2eNchsqJQ]’ 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 [https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Show notes * John on LinkedIn [https://www.linkedin.com/in/officialjohnjames/] * John’s Substack and other links [https://linktr.ee/johnjamestrategy] Summary * John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics. * He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising." * John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions. * He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition. * John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms. * He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately. * His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth. * John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments. * He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth. 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 [https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Show notes * Adam’s agency Thinkerbell [https://thinkerbell.com/] * Adam’s book: Stop listening to the customer [https://www.amazon.com/Stop-Listening-Your-Customer-Ferrier/dp/0730370577] Summary * Adam Ferrier challenges the idea of being "customer-obsessed," arguing that brands lose their identity by focusing too much on consumer needs. * He believes brands should prioritize their own values and what they stand for instead of solely catering to customer demands. * Companies like Apple and IKEA are examples of successful brands that don’t always prioritize customer convenience but stick to their vision. * Ferrier suggests that modern marketing often dilutes creativity, and strong brand leadership is essential to keep a brand distinct. * He advocates for a company-wide approach to branding, where everyone, not just the marketing department, is responsible for the brand's success. 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 [https://letstalkbranding.substack.com?utm_medium=podcast&utm_campaign=CTA_1]