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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“Stop being Switzerland!” This could sound like vague advice but it’s so important today. Translated it means that your brand can’t be neutral anymore. There’s so much noise you have to stand out. To help, marketers and serial co-authors Ekaterina Walter and Jessica Gioglio have penned the new book The Laws of Brand Storytelling, which launches this week. Both joined me on the On Brand podcast to discuss.
“You’re going to get judged by your video.” If this quote scares you, you’ll want to listen to this week’s episode. With 80% of online content set to be video by 2019 more brands are pushing into the space. However, many are afraid of looking stupid. We talked about using video to build your brand and your business this week on the On Brand podcast with Wistia cofounder and CEO Chris Savage.
“Word of mouth influences 50% of all purchases yet no one has a strategy for it.” Ask any business what drives the most leads and sales and the answer is almost universally — word of mouth. Yet, as Jay Baer notes, we leave it largely to chance. That’s why he and Daniel Lemin co-authored Talk Triggers, a new book to provide a reliable system system for word of mouth. We discussed all of this and more with both of these authors this week on the On Brand podcast. Enjoy!
“It’s no longer enough to sell the sizzle. Customers today want to know what’s behind it — what the brand stands for.” While many (mis)categorize branding as simply a logo or a department or responsibility within the marketing department, strategist and author Mona Amodeo sees branding as a way of managing an organization. We discussed all of this and more on this week’s episode of the On Brand podcast.
“Consumers deserve perfect info about businesses everywhere. We can all agree on that.” Going out of the gate, Jeff Rohrs reminded us of what’s at stake with all of the information about businesses online. As Chief Marketing Officer at Yext, Rohrs is on the leading edge as brands work to manage all of the digital knowledge that’s available today. We discussed what data, voice, AI, and AR mean for “everywhere brands” this week on the On Brand podcast.
“If you don’t care about having a lifelong relationship with your customers then keep doing what you’re doing.” But if you want to understand the customer journey and build that relationship, you have to understand the data behind it. Kevin Dean is President of Marketing Services at Experian. He joined me this week on the On Brand podcast for a discussion about how data and systems driven brand loyalty. Enjoy!
“I joke that I’m good at impressions — you have to do voices.” Why would a marketer need to be good at doing impressions? As founder of Cobblestone Creative Co, Kate Boyd uses this skill to help mirror the voices of the solopreneurs she serves as she creates marketing and sales systems. We discussed all of this and more on this week’s episode of the On Brand podcast.
“A story lets you address problems in a very human way.” While traditional business books, textbooks, and case studies help us learn key concepts, they often miss what’s going on behind the scenes. The story arc or narrative. This week, author, designer, and brand advisor Marty Neumeier returned to the On Brand podcast (listen to his first episode here) to discuss his latest book Scramble — a business thriller about agile strategy!