Author Archives: Nick Westergaard
My guest this week is … me! Specifically, I’m sharing a recent interview I did with Joseph Jaffe for his innovative web series CoronaTV. I’m calling this our Thanksgiving Special because to me this was a very special conversation. We talked about some of my favorite things like branding and Star Trek and the communication secrets of the U.S. presidents. It was a lot of fun. I hope you enjoy it and please be sure to check out Joseph Jaffe’s CoronaTV on your favorite social networks. Happy Thanksgiving!
“People take a lot of value in brands. When you are at home or are limited (because of the pandemic) you tend to go with the first one you think of. But there are brands that have to think differently, especially brands in retail.” Jeff Lotman has an iconic career both as a brand strategist at his firm Global Icons and as a retailer as the owner of Fred Segal. He’s also the author of the book Invisible Marketing. We discussed all of this and more this week on the On Brand podcast.
“I don’t think enough thought goes into how to translate brand style guides into visual videos.” As the founder and CEO of Tectonic Video with a background in brand strategy, Doug Scott helps nonprofit brands worldwide unlock the power of video storytelling. We discussed video, social media, brand style guides, and more this week on the On Brand podcast.
“The marketplace has changed so much—there are so many brands on the retail shelf—the packaging is all there is. We turn the traditional brand development world upside down.” As a partner and leader of the research team at brand strategy firm SmashBrand, Michael Keplinger has a bold new approach for inventing and reinventing CPG brands. We discussed all of this and more on this week’s episode of the On Brand podcast.
“We have to put aside our personal preference and put in the time to figure out what really works for what the client needs.” This is a challenge for marketers on a variety of topics but is especially critical to the vital task of naming. Luckily, Brad Flowers wrote the book on naming—aptly titled The Naming Book—and he’s joined us this week on the On Brand podcast to discuss just that.
“You always have to look inside to really understand. Because all design at the end of the day falls flat if it doesn’t connect with customers—if it doesn’t understand the market that you’re in, if it doesn’t understand the problem that your specific customers are trying to solve.” Daniel Scrivner has led a unique and design-centric career that’s taken him from Apple to Square to the C-suite at Flow. We discussed how this focus has explored his work as a brand builder this week on the On Brand podcast.
“When you talk about brand you immediately go to marketing. But brand is how something from a company makes you feel. That transcends marketing.” Ryan Hogan would know. As a serial entrepreneur who’s built several brands, he now helps thousands hunt serial killers with his fast-growing Hunt a Killer gaming company. We discussed Ryan’s unique backstory, business, and brand this week on the On Brand podcast.
“We can shake our fist at it or we can ride the wave. I don’t think I’ve ever seen a scenario where someone’s shaken their fist at what’s developing and won. It doesn’t solve anything.” David Bates has built a career doing creative work for dynamic clients and adapting to significant shifts in the industry along the way. We discussed all of this and more this week on the On Brand podcast.
“You can start with a catchy tagline but you can’t stop there.” Margie Agin helps B2B technology companies discover what makes them unique and find the words to say it. She is the founder and chief strategist of Centerboard Marketing, a DC-based marketing agency, and author of Brand Breakthrough: How to Go Beyond a Catchy Tagline to Build an Authentic, Influential and Sustainable Brand Personality. We discussed all of this and more on this week’s On Brand podcast.