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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“A challenger brand is defined by an ethos — a mindset. They have ambitions that outweigh their internal marketing resources. They have to outthink. They can’t outspend.” So how do you punch above your weight class? We talked about this with Door Number 3’s Prentice Howe, author of The Empowered Challenger Playbook.
“The brand has changed from goods and services to a building block of personal identity.” David Lemley knows this first hand. Twenty years ago he led the team that helped Starbucks grow from a boutique coffee shop to a brand many have cited on this show as one that makes them smile consistently. Today, at his company Retail Voodoo, he helps food and beverage brands stand out while also standing for something in the hearts and minds of those they serve. We discussed all of this and more on this week’s episode of the On Brand podcast.
“Brand creates focus. It helps you prioritize. Because it’s a North Star in can help the leader allocate resources, determine how he or she should spend his or her time.” This week on the On Brand podcast, I was joined by Lindsay Pedersen, brand strategist and author of the book Forging an Ironclad Brand.
“Excel at what you can’t control. A lot of people say ‘control what you can control.’ But I think you excel at those things that you can’t control because those are the things that are gonna keep you until you get your breakthrough.” As an “undersized and overmatched” NFL running back, Justin Forsett became an underdog fan favorite. He’s brought this same scrappiness to his work as an entrepreneur as the creator of the ShowerPill. We discussed Justin’s journey as an athlete and brand builder this week on the On Brand Podcast.
“It’s not a marketing veneer. It’s not a marketing campaign. It’s embedded in our values, our behaviors, and how we show up in the world.” Rebranding is a challenge many struggle with. But what if you’re a 70-year old category creator like ADP? This week on the On Brand podcast, I was joined by ADP Senior Vice President and Chief Marketing Officer Lorraine Barber-Miller who took us behind the scenes of their first rebrand in the company’s storied history.
“A lot of Wall Street people think that profit is the reason for business. I say profit is the applause you get for creating a motivating environment for your people so they’ll take good care of your customers.” This week, for the 200th episode of the On Brand podcast, I had the honor of interviewing another business legend. Ken Blanchard is the coauthor of 65 books from The One Minute Manager to his latest The Simple Truths of Service. We talked about his life and work this week on the show.
“A brand story should be built on a good narrative.” Jeff Swystun has built his career helping brands tell their stories. His career alone is storied with time at DDB and Interbrand. He’s also author fo the new book Why Marketing Works. We talked about why branding, marketing, and stories work this week on the On Brand podcast.
“Someone’s story is what gets us most.” With a background in improvisational comedy and marketing, Judi Holler is an expert at crafting and remixing fearless stories. She’s also author of the new book Fear Is My Homeboy. We discussed all of this and more on this week’s episode of the On Brand podcast.