Show cover of Brand Tuned - Sharp Branding

Brand Tuned - Sharp Branding

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, and lawyers in search of ideas to increase success, and avoid commoditisation through better positioning and distinctiveness. The show also addresses why the Ehrenberg Bass Institute’s findings on how brands grow involves intersecting brand creation with brand protection. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner. Visit for transcripts and show notes. To appear on the podcast submit your suggested topic explaining why you would be a suitable guest to


Brand Strategy for Start-ups and Beyond
In this episode, I talk about brand strategy for start-ups. Brand strategy is an overused term in the branding industry. I discuss what makes for a good brand strategist and how they can best support businesses. Sometimes, design is what's needed. Other times it's support to understand which segment to target and how to discover buyers' wants and needs. When working on brand strategy it is essential to be aware that there is a world of difference between the actions you need to take for a start-up to those you would take for an early-stage business to those you would take for an established brand. The work differs, not just because of the size or stage the business has reached but also due to the reason that the business is seeking your support with its brand strategy.  I discuss: - The different brand strategies- Proof of concept- What makes for a good brand strategist- The different needs that start-ups and early-stage businesses have- Why choosing names and identifiers needs to be informed by intellectual property law.Valuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
23:18 09/23/2022
Calling Bullsh*t on Brand Love
Austin Franke is the founder of Woo Punch, a brand design consultancy rooted in the science of how brands grow. Austin is also the man behind, a newsletter that exposes common branding, marketing, and advertising myths, and co-hosts The BS Show with Stef Hamerlinck on YouTube.In this episode of the podcast, Austin shares why the old notions of brand love are outdated. In keeping with the new format of the podcast, he delivers a 10-minute masterclass before being interviewed.  A 10-minute masterclass about brand love The old notions of brand love that are outdatedWhy distinctiveness is not synonymous with differentiationThe reality and the evidence-based insights into how brands Books mentioned:Building Distinctive Brand AssetsHow Brands Grow: What Marketers Don't KnowSeducing the Subconscious: The Psychology of Emotional Influence in Advertising Valuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
40:32 09/16/2022
Differentiation with Sean D'Souza
In this episode, Sean D'Souza of Psychotactics discusses how small businesses should approach differentiation when selling their products and services.  Sean is the author of The Brain Audit, and is a copywriter, cartoonist, and speaker. He is also the host of the three month vacation podcast. We discuss common challenges people have around differentiation, and how the biggest mistake people make is that they promote their company instead of talking about their products. We cover:How to position a product so it sticks to the consumers' mindsCommon challenges people have around how to differentiateMeasuring results through benchmarks Reasons for the high failure rate of small businessesLinkedin: Sean D'SouzaTwitter: @seandsouzaBook: The Brain Auditpsychotactics.comValuable Resources:Brand Tuned AccreditationBrand Tuned
40:39 06/24/2022
Brand Positioning with Ulli Applebaum
In this episode I explore positioning with Ulli Applebaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook. There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.  We might have one central brand position, and separate positions and messaging for  products we supply.  We touched on:Brand purposeIdeas on how you can do positioningPositioning — how to create your positioningHow does positioning tie with differentiationCreating a category — should it be part of your positioning?Examples of well-known brands and their positioningLinkedin: Ulli AppelbaumTwitter: @FirstTheTrouserBook: The Brand Positioning Workbookfirst-the-trousers.comValuable Resources:Brand Tuned AccreditationBrand Tuned
41:41 06/10/2022
Differentiation and Positioning for Small Businesses
In this episode, we discuss positioning and differentiation with Johnny Molson a marketing consultant and strategist with Wizard of Ads who helps small businesses to build custom marketing strategies. We consider the difference between niching, positioning, differentiation and distinctiveness, including the challenge of becoming known.  Trying to become known for one thing rather than three things makes it more possible to be remembered in the marketplace.  The episode touches on:The need to test the market to decide how to position your brand.Difference between differentiation and positioning with examplesHow to get your desired perception into the consumer's mindSocial media – is it worth doing in terms of building a brand? View the podcast transcript hereLinkedin: Johnny MolsonTwitter: @disruptingadsBook: Campaign-O-Matic! & molsonpartners.comValuable Resources:Brand Tuned AccreditationBrand Tuned
38:11 05/20/2022
Lee Salz - Sales Differentiation Strategy
Lee Salz is the Founder and CEO of Sales Architects where he helps clients develop processes to hire the right salespeople, effectively onboard them and align their sales activities with business objectives.In this episode,  we talk about differentiation, Lee shares his insights on two types of differentiation which are marketing differentiation and sales differentiation. He also shares why the word "unique" is one of the biggest causes of frustration in sales. This episode covers:Why is it important to differentiate What does a business need to do to differentiate itself and what examplesWhy the word "unique" is one of the biggest causes of frustration in salesTwo types of differentiation — marketing differentiation and sales differentiationHow to perceive meaningful value in what you're selling through an ideal client profileHow some buyers don't see an objection to prices and value a product intrinsicallyHow to work out who your target buyer isLinkedin: Lee SalzTwitter: @SalesArchitectsFree tool: Target Client Profile TemplateBooks: Sell Different! &  Sales Differentiationsalesarchitects.comValuable Resources:Brand Tuned AccreditationBrand Tuned
28:41 05/06/2022
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02:28 05/03/2022
REPOST: Daniel Priestley - Building the Dent Brand
Daniel Priestley runs business accelerators for entrepreneurs. In this episode, he discusses the Dent rebrand, Lifestyle v. Performance boutique, and the new edition of his book OversubscribedHow the entrepreneurial revolution shifts people to earn money through entrepreneurship and starting and growing their own businesses as the Industrial Revolution changed the way we live and work.Why visual identity has to work harmoniously with the rest of the brand identity and has to be simple and cleanWhat happens when you nail your vision and its simple, the clear message becomes a turning point for your businessHow having a strong culture and vision allows you to attract the right kind of people when you’re recruiting talent.Why Daniel incentivises new hires to leave quickly if they discover his company isn’t a good fit for them What presidential elections can teach you about the evolution of marketingDaniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020The two main successful business variations are Lifestyle Boutique. 3 - 12 staff, profitable and lots of fun. The second is Performance business that employs 40 to 150 staff who are a talented team, it has recurring revenues, assets and a good niche in the marketplace.How businesses are valued by various methods including benchmarking, multiples of profit and based on their brand, market position and systems like Uber for instance.Linkedin: Daniel PriestleyTwitter: @DanielPriestleyInstagram: @danielpriestleyBook: Oversubscribed: How To Get People Lining Up To Do Business With Youdent.globalValuable Resources:Brand Tuned AccreditationBrand Tuned
33:47 04/29/2022
REPOST: David Aaker - Descriptive or Distinctive Name?
David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.In this episode, we discuss all things brand related, in particular names. We covered:Why intellectual property is not included in the training of brand managersThe importance of being clear on the definition of IPThe different perspective that IP brings to namingNaming and whether descriptive names are a good choiceThe role of intellectual property in building barriers to entry against competitorsBrand equity — three things it consists inLinkedIn: David AakerTwitter: @DavidAakerdavidaaker.comValuable Resources:Brand Tuned AccreditationBrand Tuned
44:23 04/22/2022
REPOST: Rory Sutherland - On Brand, Advertising & More
Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, the episodes touched on many interesting points including:The misunderstanding of the value of brandsThe reasons why brands might change their name and logo Situational examples when brand names can't be protectedChesterton's Fence and how it relates to Tropicana's redesignThe value in simple fame that defies logic explained by behavioural scienceThe importance of understanding what the law means by IP in terms of brandingHow plagiarism is  policed through professional shaming in the advertising industryView the podcast transcript hereLinkedIn: Rory SutherlandTwitter: @rorysutherlandBook: Transport for Humanswww.ogilvy.comValuable Resources:Brand Tuned AccreditationBrand Tuned
39:38 04/15/2022
REPOST: Susan Payton, Business Storyteller
In this episode of the BrandTuned Podcast Shireen interviews Susan Payton who helps business owners tell three stories - their personal story, their business story and their customer story. How a career writing and researching in TV and radio led to Susan's business which revolves around how businesses should use storiesSusan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guideWhy your customer’s story is the most important story of all, the one to focus onShowcasing what your customer needs will show you care about their problemsA good example of business storytelling in action is TOMS shoes who donate a pair of shoes for every pair they sell.Susan can be found at thebusinessofstories.comLinkedIn: Susan PaytonValuable Resources:Brand Tuned AccreditationBrand Tuned
29:13 04/08/2022
The What and Why of Trade Secrets
John Pryor is a management consultant and founder of Exalt IP and intellectual property firm. In this episode, John shares his insights on trade secrets, including why it is so important to distinguish trade secrets from general know how in an organisation. Classifying an important recipe as a trade secrets gives you more powerful rights in the event of any breach of them. He walks us through trade secrets policies and the importance of educating employees about intellectual property and trade secrets. This episode covers:Guiltless Gourmet's buy out talks with Frito Lay - an example of what not to do  with your trade secretsSteps an organization needs to take internally to protect trade secretsHow to classify trade secrets possibly using red, amber and green classificationThreats to leakage and theft of trade secretsExamples of brands protecting their competitive advantage through trade secretsWhy reputation is the single most important issue for brands to focus onLinkedIn: John PryorInstagram: @the_ip_foundryFacebook: @TheIPFoundryWebsite & blog: Valuable Resources:Brand Tuned AccreditationBrand Tuned
38:17 04/01/2022
The Power of Animation in Branding with Christine Mackay
Christine Mackay is the founder of an animation agency,  she helps her clients to communicate complex messages using animation.  In this episode, Christine shares that even if you just have a word mark, you could animate your logo, and make it come to life. And in that coming to life, you could actually convey some of what it is that you do.  Animation is very malleable, and there are many ways to make use of it in branding or to explain aspects of the business. Movement attracts attention.  This episode covers:How Christine chose salamandra as a name from which 3-D Sal emerged. That salamanders mean 'cute, funny and smart' to Christine .The power of animation in making a brand more memorable How tone of voice was an important differentiator for her business.Companies often turn to animation to communicate complex messages.The difference between a video and animation. The single most important thing a company needs to focus on to build its brand. LinkedIn: Christine MackayTwitter: @SalamandraUKInstagram: @salamandra.ukBook: Destination AnimationWebsite: www.salamandra.ukValuable Resources:Brand Tuned AccreditationBrand Tuned
34:16 03/25/2022
How to Move Beyond Your Job Role To Trusted Adviser
Lawyers and many other professionals are increasingly challenged to identify their distinctive skills and talents, and the capabilities they possess that cannot be readily replaced by technology or alternative ways of working and access to cheaper options.Richard and Daniel Susskind predict that professionals will be increasingly displaced in an internet society by AI and other technologies. In an earlier book, The End of Lawyers, Richard Susskind had predicted that a new breed of hybrid lawyers will emerge, who are increasingly multi-disciplinary in order to succeed.  Hybrid lawyers are quite different to the lawyers of today who already claim they are deeply steeped in neighbouring disciplines, as project managers, strategy, management consultants and more but who often lack the depth of expertise in those neighbouring disciplines. This episode covers:How internet society will bring fundamental change in the way 'practical expertise' of specialists is made availableWhat professionals need to do to move up the food chain to become trusted advisersParallels to the legal industry for other professions.The essentials to be "superbly schooled and genuinely expert” in multiple disciplines.A call for lawyers and others to consider the prototype Brand Tuned AccreditationValuable Resources:Brand Tuned AccreditationBrand Tuned
11:28 03/18/2022
Becoming A Company Of One
In this episode, I share my journey starting in business,  how the business developed, grew, transitioned to virtual working and then reversed course to become what is now Azrights International Ltd.With Bill Gates' quote in mind, that most people overestimate what they can do in a year and underestimate what they can do in 10, and using Paul Jarvis' book,  A Company of One for inspiration, I'm thinking through my 10 year plan for the Azrights business and the Brand Tuned podcast. This episode covers:The business journey of AzrigthsThe steep learning curve involved in learning how to design brands.When you create a brand and choose identifiers you create intellectual propertyHow IP laws determine whether identifiers will be distinctive enough to own and cost effective enough to protectThe difference between distinctiveness and differentiationHow use of colour can create distinctiveness.Why a brand protection strategy needs to be an inherent aspect of brand strategy.Valuable Resources:Brand Tuned AccreditationBrand Tuned
18:56 03/11/2022
Shireen Smith - Creating Passion Brands
This episode discusses the book Creating Passion Brands – how to build emotional brand connection with customers by Helen Edwards. Essentially, it's key not to mistake being consumer focused with being consumer led. Some brands are asking for consumer approval for their every action even to the extent of asking consumers what their brand essence should be. Being consumer-led in a brand’s strategic approach inevitably blurs the brand’s clearly defined brand image and makes it average. Listen in to find out more aboutHow brand belief needs to infuse everything a brand doesWhat to foster to build a strong brandWhat needs to remain true over time, and what can change as a brand develops.The importance of leading rather than  followingWhy the values need to drive the brand's point of view, and conviction.Valuable Resources:Brand Tuned AccreditationBrand Tuned
18:06 03/04/2022
Joe Glover - The Marketing Meetup Community
Joe Glover is the founder of Marketing Meetup a place where people come together to learn about marketing and connect in a meaningful way. It’s not what he’s done, but how he’s done it that has led to the success of the Marketing Meetup.There are plenty of places where marketers can learn, there are plenty of places where marketers can meet each other, but what Joe realised was that there was a need for a safe place where marketers could come together because they love marketing, they’re curious to learn more, and want to connect with open minded marketers in a way which feels kind, lovely, safe, and inclusive. It’s a counterblast to the corporate approach that feels like you’re being judged by your job title and the size of your budgets. In this episode, Joe shares his experience in community building. The community grew quite organically as people resonated with how they chose to do things. There was never a big ambition behind it.  The foundation was about humanity, coming together and listening.  That’s the group that Joe wanted to see exist and attend. Then over time they began to suggest how people should engage with one another - to say hello, listen and be positively lovely. This episode covers:How Marketing Meetup came into existence. Insights into building a community.How to reach out and better understand your audience.Forums you use as you build the community — Facebook, LinkedIn, Slack and Discord groups.Hubspot and Salesforce and other examples of successful strong community-based brands LinkedIn: Joe Glover Twitter: @josepheglover Website: Valuable Resources:Brand Tuned AccreditationBrand Tuned
38:53 02/25/2022
Rebranding Rethink Press with Lucy McCarraher
Lucy McCarraher is an author, publisher, mentor and speaker. She has written 13 books and is co-founder of Rethink Press, which helps entrepreneurs to raise their authority, increase their client base and visibility  through writing and publishing books.In this episode, Lucy shares her experience in the recent rebrand of Rethink Press. We also discuss the importance of books, how to approach writing one given that a book is an iconic product. You don't want to undervalue or devalue the experience for readers by writing content that's too promotional. This episode covers:Their process of rebranding Rethink PressHow the only formal branding action Rethink had taken before the rebrand was to secure the rights in their name. What to bear in mind when writing a book — value is the name of the gameKey steps for a business to take to ensure it stays on brand as it develops and growsLucy's insights from her recent rebranding experience on how to differentiate from competitors.LinkedIn: Lucy McCarraherTwitter: @LucyMcCarraher Instagram: @lucymccarraherBook: A Book of One’s Own Website: and Valuable Resources:Brand Tuned AccreditationBrand Tuned
35:41 02/18/2022
Colour Psychology with Karen Haller
Karen is the leading expert in applied colour and design psychology helping businesses and design professionals to use colour and design to improve well-being, support mental health and create positive change in the world. She is the author of the best selling book The Little Book of Colour - How to Use the Psychology of Colour to Transform Your Life. It's a revolutionary guide to boosting your wellbeing, putting you firmly in the driver's seat and on the road to changing the colours in your world to boost your mood, increase your motivation and change how you feel in an instant.In this episode, Karen discusses colour psychology, how colour influences how we think, how we feel, and how we behave. She gives her perspective on how colour should be used in branding, and that it should align with the brand personality, and values to influence buyers. This episode covers:Association of brand values with colourCase examples on a brand that's misaligned with the colour How colour can be associated with a demographic or an age groupHow to create a brand from within and out Colour as emotion — how it makes people stop and think why they are in businessFinding the right colour for a brand — a colour that best represents a brand & the best reflectional representation of that brandKaren’s point of view about McDonald's green brand colour LinkedIn: Karen HallerTwitter: @KarenHaller Instagram: @karen_haller_colourWebsite: and Free ebook: The 10 Myths that Limit You using Colour EffectivelyValuable Resources:Brand Tuned AccreditationBrand Tuned
46:26 02/11/2022
Lucy Werner - Strategy For Creating Hype
Lucy Werner, author of the books Hype Yourself and Brand Yourself, and founder of The Wern, a PR & design consultancy for startups has over 17-years of PR experience. She is  focused on teaching early stage businesses how to do their own publicity without spending a fortune. In this episode, Lucy shares valuable tips on how to develop a strategy for creating hype in line with your brand strategy to promote what you are doing so you make maximum impact. She also shares steps towards building a brand strategy based around your values.  We discuss:Strategies for creating hype for your businessInsights and ideas on how to pitch a story to publications you want to collaborate withHow she helps clients create their personal brand — the process & strategy The importance of values, which shape everything as you build your brandCollaborating with like-minded business people to increase your impactThe value of email marketing in businessLinkedIn: Lucy WernerTwitter: @LucyWernerPRInstagram: @lucywernerprWebsite: www.thewern.comValuable Resources:Brand Tuned AccreditationBrand Tuned
36:40 02/04/2022
Dumbing Down of Brand Assets with Nick Lehrain
Nick Lehrain, designer and creative director of Oliver Grace creative studio is focused on digital products.In this episode, Nick shares his views on brand and growth strategies, distinctive brand assets, the trend towards simplification of the unique identifying characteristics used for consumers to notice, recognize and recall a  brand. What is BlandingCreating a distinctive brand — differentiation and distinctiveness to stand outHis  approach to designing the visual identity for a brand Examples of timeless logos from Logo Modernism book The brand codes you need to use consistently so you are recognizable The single most important issue to focus on and not lose sight of to build the brandLinkedIn: Nick LehrainInstagram: @nicklehrain & @olivergrace.studioWebsite: Article by Nick: How to create a digital-first lean brandSuggested book: Logo Modernism View the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned
43:27 01/28/2022
Market Orientation & Segmentation - Paige Arnof-Fenn
Paige returns to the podcast to discuss how smaller businesses and start-ups can do research to see their business from the point of view of the customer, before segmenting the market. Before founding Mavens and Moguls, a network of seasoned marketing professionals, she worked in organisations like Procter & Gamble, and Coca Cola, as well as for early stage businesses like Zipcar, and Launch Media. She holds an MBA from Harvard Business School and Harvard featured her business as a case to teach MBA students how to start a successful business. In this episode, Paige shares some strategies for better understanding the customer you want to serve, in terms of what motivates them to buy. We cover:Some online methods to understand the marketConsidering who might be your ideal clientWays to understand what the market wantsListening tour as a way of touching base with your audienceHow Paige helps her clients How to approach people so they don't fear being sold to when doing market researchDifferent ways to segment your market — demographic data, psychographic data, behavioural data, geographic data and life stagesLinkedIn: Paige Arnof-Fennmavensandmoguls.comValuable Resources:Brand Tuned AccreditationBrand Tuned
44:37 01/21/2022
Stephen Houraghan on The Changed Branding Industry
Stephen Houraghan,  founder of the Brand Master Academy,  is a brand strategist who helps designers and brand builders to package up their creative thinking and specialise as brand strategists.  He teaches graphic designers abd copywriters, who are executing within the brand on the tactical side, on how to focus more on the strategic side. In this episode, Stephen discusses that everything starts with the audience, The brand exists in the mind of the audience, without which it has no reason to exist. This episode covers:How the brand starts from within and then looks outwards.How to revisit a brand strategy especially for small businesses The strategic process of developing a brand identityHow the branding industry has changed Importance of collaboration between the brand strategist and client in creating a brandBrand equity is the value of the brandThe importance of audience in creating a brandLinkedIn: Stephen HouraghanFacebook: Stephen HouraghanInstagram: @brandmasteracademyYouTube: Brand Master AcademyWebsite: www. brandmasteracademy.comPro Strategy Blueprint Valuable Resources:Brand Tuned AccreditationBrand Tuned
43:31 01/14/2022
Segmentation & Targeting - Branding Industry
This is part two of episode #117 which was on niching. It outlines what's involved to segment the market, and why it is essential to do before targeting. Segmentation is challenging to do for small businesses that lack the time and resources of large organisations. Perhaps this explains why the topic isn’t much discussed in the small business sector despite being a cornerstone to marketing. This episode covers:How to segment the market by reference to customers' different wants and needs How I am researching and segmenting the branding industryUsing qualitative research to decide the criteria by which to segment the marketFollowing up qualitative research with desk researchInterviewing potential target customers before finalising choice of target marketValuable Resources:Brand Tuned AccreditationBrand Tuned
24:27 01/07/2022
REPOST: Mark Ritson on Brand Strategy
This episode from the archives features Mark Ritson discussing brand strategy. Mark answers some of the burning questions I had around understanding the market and differentiation and positioning. In this episode we covered:Rebranding TransferwiseBrand purposeMarket research and how it differs from brand strategy.Marketing strategyThe intersection between business and brand strategyRelative differentiation LinkedIn: Mark RitsonTwitter: Mini MBA in Brand Management by Mark Ritson Valuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationBrand Tuned
32:10 12/31/2021
REPOST: Which Business Model?
In this episode from the archives, Chandresh Pala discusses different business models and how to consider which one is right for you. The episode touches on:Choosing the right nameHow to create products and sell themWhat is a business model canvas? Insights on different business modelsWhat are the first stages of a business —  exploration and learningA brand is more than a logo — it's your interaction, the team's interaction with the client, and how the customer uses and experiences the products.Why do people choose brands based on values, identity and  purpose?What should be the mindset of someone launching a new business or product?LinkedIn: Chandresh Valuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationBrand Tuned
45:22 12/24/2021
How To Stand Out From Your Competition — Niching
In this episode, I talk about a foundational topic that isn’t well understood, niching. The accent in this episode is on expertise and how to ensure your core skills are in line with your interests and market opportunities.Many entrepreneur courses advise people to niche and not to try to sell to everyone. However, there is often a lack of detail on how to go about choosing a niche. The upshot is that many entrepreneurs get it wrong. They either pick a niche at random, or one that’s too narrow, or they disregard the advice altogether, because it’s too difficult to implement.  The episode on niching touches on:The key success in niching — how to stand out and set yourself apart from othersUseful insights on building his brand, and niching by Ronnie Fox, a successful lawyer.How experts with core skills can increase their earning potential and relevanceProblems in the small business marketHow to distinguish yourself from competitors when you're a designer, marketer or brand strategistThe fundamental disciplines to understand when creating a brand identity Valuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationThe Key to Success is Niching
29:42 12/17/2021
Somi Arian interviews Shireen
This interview of Shireen by Somi Arian was initially recorded for the Somi Arian podcast.In this episode, we talk about the do’s and don’t of branding and trade marks. There are a host of useful tips on branding, trademark protection and how to develop brand equity. This episode covers:Valuable tips on branding and trademark protection Brand equity and how trademarks contain the value of a brand.How to choose a nameDomain names and email deliverability.Different types of name. Brand identifiers logo, symbol, and coloursLinkedIn: Somi ArianTwitter: @SomiArianInstagram: @somiarianWebsite: Valuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationIP Strategy Is Part of Brand Strategy Blog
44:01 12/10/2021
Niche Investment Comms with James Church
James Church is the co-founder and chief operating officer of Robot Mascot, the UK leading pitch agency and the author of the bestselling book, Investable Entrepreneur. In this episode, James shares how investors care primarily about the defensability of the product rather than the brand. The brand is going to contain the value of the business when it comes to the exit but it's regarded as something that can be changed through a rebrand if needs be. The patent like protection that names can offer is not something investors are alive to.  Robot Mascot started out  as a generic branding agency. It was thanks to niching down and attracting an experienced investor that the business took off. In brief this episode covers:The possibilities, such as licensing that a brand offers.Rebranding and the loss it can entail for a business.How the pitch agency focuses on creating critical funraising assets.Series A, seed funding and what investors are looking for The importance of understanding the problems of your audience, and what they want and needLinkedIn: James Church Twitter: @robotmascotIG: @robotmascotWebsite: Investable EntrepreneurValuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationIP Strategy Is Part of Brand Strategy Blog
44:01 12/03/2021
Rory Sutherland - On Brand, Advertising & More
Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, The episodes touched on many interesting points including:The misunderstanding of the value of brandsThe reasons why brands might change their name and logo Situational examples when brand names can't be protectedChesterton's Fence and how it relates to Tropicana's redesignThe value in simple fame that defies logic explained by behavioural scienceThe importance of understanding what the law means by IP in terms of brandingHow plagiarism is  policed through professional shaming in the advertising industryLinkedIn: Rory SutherlandTwitter: @rorysutherland Book: Transport for Humans www.ogilvy.comValuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationBrand Tuned NewsletterIP Strategy Is Part of Brand Strategy Blog
39:21 11/26/2021