On Brand is a podcast for brand builders, by brand builders hosted by Nick Westergaard. Each weekly episode features an in-depth interview with a branding thought leader or a practitioner from a notable brand. Our conversations focus on the art and science of branding today while including actionable insights and tips that listeners can implement right away. Most weeks we’ll also publish a short 5-minute Social Sound Bite with the latest social media and digital marketing news, trends, and tips.
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“Why is our industry slow to adapt? Because the way we’ve done things had always worked …” Until it didn’t. While technology has changed the marketing and PR industry significantly, we’re also at a cultural inflection point. People are demanding that the brands that they support take stands on social issues. Katie Kern of Media Frenzy Global discussed all of this and more on this week’s episode of the On Brand podcast.
“Every animal has a story to tell.” And we didn’t even get to them all! But we tried. This week I chatted with Dean Noble, Director of Marketing of the Santa Barbara Zoo. With a diverse background including the movie business, improv comedy, and theme parks, we discussed live events, storytelling, podcasts, Cary Grant, and more on this week’s episode of the On Brand podcast.
“The CMO for a medium-sized brand is responsible for more words than the editor of a newspaper.” Words matter. And, to this very point, there are a lot of them in the crowded, digital world we find ourselves in. How can you develop a consistent yet flexible brand lexicon? Just ask strategist Al Hussain of Verbal Identity. And that’s exactly what I did on this week’s episode of the On Brand podcast.
“Does your brand exist legally? The depends on what your brand is.” We only tackle the big questions on this podcast! Our guest this week isn’t a branding author, marketing strategist, or someone working in the trenches, building brands. But she helps people do just that. Jenny Odegard is a lawyer focusing on people and companies in advertising, marketing, and other creative industries. We discussed what your brand should know about the law on this week’s On Brand podcast.
“Experience is the residue brands leave with people after the product’s gone.” Justin Wartell of Monigle knows a thing or two about brand experience. In working with brands as diverse as FedEx, Quiznos, Mass General, and the Denver Broncos, this brand builder knows that it all comes down to answering the big questions like “Why do we do that?” We discussed brand education, experience, and more on this on this week’s episode of the On Brand podcast.
On this week’s Social Sound Bite — recorded live at the KXIC studios in Iowa City — Jerry and I discussed how Starbucks is using a recent in-store crisis as an opportunity to step up their employee-training efforts. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week’s show.
“The confused mind doesn’t buy.” As a psychology major — I know enough to be dangerous — I couldn’t wait to talk with Kaye Putnam. A psychology-driven brand strategist, she works with entrepreneurs from startup to high-growth. Creating a standout brand is harder than ever today. Brand builders need to understand how to appeal to customers’ hearts and minds. We discussed brand archetypes and critical questions on this week’s episode of the On Brand podcast presented by Twenty20.
Early in my career, I spent my commute listening to audiobooks in my 1996 Ford Taurus. The tinny car speakers shook as Tom Peters spoke about excellence and management by walking around. Through landmark books such as In Search of Excellence, The Pursuit of Wow! and his latest, The Excellence Dividend, Tom challenges conventional wisdom with an unparalleled bias toward action. I’m thrilled to share my conversation with Tom Peters on this week’s On Brand podcast presented by Twenty20.
On this week’s Social Sound Bite — recorded live at the KXIC studios in Iowa City — Jerry and I discussed the latest data from the State of Branding 2018. The report breaks down the biggest challenges marketers face. Topping that list once again is customer experience. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week’s show.
“Consumers are human beings first.” Duh. Who needs to be reminded of this? I mean, we’ve got our big data, customer analytics, loyalty metrics, key performance indicators, demographics, psychographic profiles, and … Oh yeah. That’s why we need to be reminded that our customers are living, breathing humans. Luckily, loyalty expert Barry Kirk joined us this week to discuss neuroscience, gamification, and the changing world of customer loyalty. Enjoy this week’s episode of the On Brand podcast presented by Twenty20.