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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“Getting people to change habits and try new things is an exciting challenge for any marketer.” And Jessica Jensen knows a thing or two about marketing challenges. In a career that has taken her from Yahoo to Apple to Facebook, she’s tackled some big challenges including B2B marketing, platform development, and more. As CMO of Sun Basket, she’s driving growth by building the brand and connecting with customers both online and off. We discussed all of this and more on this week’s episode of the On Brand podcast.
“Entrepreneurs have always been the voice of good.” As the author of bootstrapping bibles Duct Tape Marketing, The Referral Engine, and Duct Tape Selling, John Jantsch has also been a voice of good for many entrepreneurs. He’s brought this insight and experience to his latest book The Self-Reliant Entrepreneur, designed to help entrepreneurs feed their souls while building brands with purpose. We discussed all of this and more on this week’s episode of the On Brand podcast.
“Brands today have to create a memory.” In over 200 episodes of the On Brand podcast, we’ve had a lot of definitions of branding. However, I’m a big fan of how this week’s guest defined what we all do. Inge Overtoom is a partner and operations director for BrandBase. In creating bold experiences for big brands it all comes down to creating a standout memory.
“As an entrepreneur, it’s our job to make something that wasn’t there.” And that’s exactly what New Orleans based entrepreneur Scott Wolfe did in the wake of Hurricane Katrina. With a boom in rebuilding and restoration construction, Wolfe quickly saw that it was challenging for contractors to get paid. In founding Levelset, Wolfe worked to address this head-on. We talked about the zigs and zags of startup branding and content marketing this week on the On Brand podcast.
“Story doesn’t start with a 40-page deck. It starts with a founder with a vision.” And yet, there are quite a few 40-page branding decks floating around out there. This week on the podcast I was joined by Ellen Utrecht, a branding, film, and storytelling expert and founder of creative agency MikeTeeVee for a conversation about how brand stories really start.
“Be an outlier. Play a game no one else is playing.” With success in developing both corporate marketing and political campaigns, Phillips Stutts knows how to win big. As founder of Win BIG Media and Go BIG Media he helps clients across the board do just that. Recently, he’s trained his focus on fighting his own rare, incurable disease. We talked about overcoming obstacles, innovating, and winning this week on the On Brand podcast.
“What we do in life is we solve what’s in front of us instead of what’s next.” That’s exactly how most brands have approached content marketing. The initial challenge was creating all of this content. So we focused on content creation. Now there’s too much content and people aren’t engaging with it. As CMO and Co-Founder of Uberflip, Randy Frisch helps marketers create engaging content experiences. He’s also the author of a new book with a NSFW title that we discuss on this week’s episode of the On Brand podcast.
“There are fifteen accepted definitions of a brand. My favorite definition is that a brand is a sum of all experiences a customer has.” As the name of the popular online platform he founded suggests, Derrick Daye is the ultimate Branding Strategy Insider. He’s worked on brand strategy for everything from EA Sports to the Statue of Liberty. We discussed all of this and more this week on the On Brand podcast.
“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.