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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“When you used to think about branding, you’d be thinking about advertising. Now it’s about building trust.” This week on the On Brand podcast, I welcomed back Aimee Irwin from Experian Marketing Services. Since we last spoke way back in 2019, the world has been dealing with the impact of the COVID-19 global pandemic. As a result, consumer behavior has changed in ways marketers need to know about. Aimee breaks it down this week on the show. Enjoy!
“Agile marketing is all about speed, transparency, and iteration.” In the face of a global pandemic, brand builders and marketers have relied increasingly on eCommerce partners like Amazon. This can make it challenging to build seamless experiences and brand trust. That’s where Scrum50 comes in. I talked to Director of Product Strategy Brian Gioia about all of this and more on this week’s episode of the On Brand podcast.
“As branders, the word soup is absolutely unbelievable.” Words matter. And if you like words as much as Katie Burkhart and I both do, you’ll love this week’s episode. We discuss defining, refining, and developing your brand’s purpose, mission, vision, and more. What do all of these labels mean and how can they help you and your brand? Listen to Katie and learn.
“Every day we spend with our fellow human beings, we can contribute to making their life a little bit better—making them a little bit smarter, a little bit more thoughtful, and so on—or not.” It’s rare that a single guest has appeared three times on the On Brand podcast. However, when Tom Peters calls and wants to talk about empathy and extreme humanism in the middle of one of the most challenging times in work and life, you answer the call. I’m thrilled to share my most recent conversation with Tom Peters on this week’s episode of the On Brand podcast.
“There’s been a big change in how businesses went to market.” Through a storied career that has taken her from Netscape to Salesforce to Oracle, Bonnie Crater gave use some important context in how brand building for B2B tech brands has evolved in the valley and beyond. She also stressed the ongoing importance of experimentation and optimization. We discussed all of this and more this week on the On Brand podcast.
“I’m constantly coaching my team on how we market the marketing.” As CMO of FreshBooks, Paul Cowan has a lot on his plate—even marketing the marketing! However, this is important as it helps everyone internally find the brand’s “true north.” We discussed all of this and more this week on the On Brand podcast.
“I’ve always considered public relations to be influencer marketing—you’re trying to find a third party to borrow some trust from.” When it comes to trust, there’s no one I trust more on the subject of digital marketing strategy than Jason Falls. As an agency marketer, podcast host, and author of three books including his latest—Winfluence—I couldn’t wait to talk with him on this week’s episode of the On Brand podcast.
“I think you could have gotten away with mediocre branding before platforms like Amazon and Facebook came along.” However, today, the bar is set incredibly high. The modern consumer is savvy and expects exceptional branding from any company entering the market. That’s why we need to apply the latest in brain science and consumer behavior to our branding and marketing. Matt Johnson and Prince Ghuman, co-authors of Blindsight, are here to help us do just that.
“When we stumbled into this, we didn’t know anything about branding. We just knew it was important.” ‘Stumbled into it’ is putting it mildly. As the CEO of StoreBound and creator of the Dash brand of kitchen tools, Evan Dash has built a big brand with a lot of heart. Literally. We discussed all of this and more this week on the On Brand podcast.
“First, amplify what you’re doing really well and consider new channels. Second, if things aren’t going well you’ll need new channels!” This was Steve Pockross’s answer to my question about how marketers can know when new channels make sense to add. As CEO at Verblio, helping marketers focus their content marketing is the focus of his work. We discussed all of this and more on this week’s episode of the On Brand podcast.