The On Brand podcast helps organizations and individuals tell stronger stories and build better brands. Each week host Nick Westergaard of Brand Driven Digital interviews marketing and communication thought leaders or those working for innovative brands like Adobe, Ben & Jerry’s, Maker’s Mark, the Minnesota Vikings, The Onion, Salesforce, and Whole Foods.
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“The key is not to create unique content for all of these different places. The key is to create one really good, deep piece of content that’s going to work for your brand.” Brad Smith is the founder and CEO of Codeless, a content production company for the best SaaS sites on the planet. Their articles have been featured in The New York Times, Business Insider, TheNextWeb, and more. At Codeless, content is not simply created, it is produced, and that makes all the difference. We discussed what this means on this week’s show.
“This is the moment that people will remember for a much longer time—the brands and how they react and how they help to create a mutually beneficial relationship is something that people will remember for the long term.” As a strategist, Margaret Rogers spends a lot of her time focusing on consumer behavior. That’s gotten even more challenging in the face of both COVID-19 and social unrest. But, as Margaret notes, people will remember what you as a brand do right now. We discussed all of this and more on this week’s show.
“Until you have decent consumer intelligence and some competitive market information from the cash register, you don’t have the basis for what I would call a tight strategic plan.” With extensive experience in the consumer packaged goods industry, James Richardson brings his background as a cultural anthropologist to understanding the social science and symbology that goes into brand building. He’s also the author of the new book Ramping Your Brand. We discussed all of this and more on this week’s episode of the On Brand podcast.
“The old world of branding is falling away and it’s being replaced by intrinsic branding—this idea that if you get your inner world right, then how you show up in the outer world will be sincere, authentic, and interesting.” Emily Soccorsy and Justin Foster have an “iron-sharpens-iron” relationship that they bring to bear, sharpening brands as co-founders of Root + River. We discussed their work together and the unique challenges brands face today this week on the On Brand podcast.
“When new technology comes out, we use it in the old ways that we know. With the internet, it was free publication. So we made websites. We didn’t see this as a way of connecting better.” Better connections—meeting someone at their moment of need—is what context is all about. That’s the focus of Mathew Sweezey’s new book, The Context Marketing Revolution. We discussed this along with his work at Salesforce this week on the On Brand podcast.
“The most important part of any brand is the team.” Matt Barnett would know. A serial entrepreneur, Matt’s latest venture is Bonjoro, a B2B asynchronous video platform helping organizations connect with their customers. We discussed all of this and more on this week’s episode of the On Brand podcast.
“Any subscription brand needs to know—what problem am I solving for my customers? What’s our forever promise?” With a career building subscriptions for brands like Netflix and Electronic Arts, Robbie Kellman Baxter knows what it takes to build lasting customer relationships. That’s been the focus of her books including her latest, The Forever Transaction. We discussed all of this and more on this week’s episode of the On Brand podcast.
“It’s about getting people to create less content but also more meaningful content.” Amen. This week’s guests aren’t just content marketing professionals. As leaders at Upland Software and co-authors of Mastering One Voice, Toby Murdock and Zoë Randolph are on a mission to help content marketers create better content with a more cohesive, meaningful brand voice. We discussed all of this and more on this week’s episode of the On Brand podcast.
“There’s a shift that’s taking place that’s requiring a response. Now people are saying—action.” Ashley Shuler is a business strategist who helps busy solopreneurs operate their businesses efficiently and effectively. Recently, she replied to one of my ICYMI email newsletters on how brands need to do better on race. We discussed this along with productivity and missed brand touchpoints, this week on the On Brand podcast.