PODCAST

On Brand with Nick Westergaard

Nick Westergaard

The On Brand podcast helps you tell stronger stories and build better brands. Each week host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders or those working for innovative brands like Adobe, Ben & Jerry’s, HBO, Mastercard, Maker’s Mark, the Minnesota Vikings, Salesforce, and Whole Foods. For show notes and more, please visit http://onbrandpodcast.com.
Brand Empathy & Experience with Jesse Purewal
As Global Head of Brand at Qualtrics, Jesse Purewal is a leader in brand experience. How can brands build standout experiences? It all comes down to purpose and empathy. This work is also at the heart of Jesse’s Qualtrics-sponsored podcast Breakthrough Builders. We deconstructed empathy, experience, and how brands can be relentlessly relevant, this week on the On Brand podcast. About Jesse Purewal Jesse Purewal is a builder, storyteller, and strategist who works with leaders to define their organization’s brand purpose, activate brands through modern marketing and drive brand-driven growth and impact through rigorous insight, unfiltered creativity, and experiential innovation. Over 12 years at global marketing firm Prophet, Jesse helped grow the organization from 70 to 450 employees and tripled the company’s revenue. It was also at Prophet that Jesse and his teams launched transformative brands like T-Mobile’s Uncarrier, Intel’s Amazing, The Cosmopolitan of Las Vegas, and Amazon’s Amazon Business. Today, Jesse is the Global Head of Brand at Qualtrics, where he is defining the category of Experience Management and building a brand around breakthroughs at one of the most valuable SaaS companies in the world. He is also the host of the podcast Breakthrough Builders, a Qualtrics-sponsored show that invites people whose passions, perspectives, and instincts have impacted the world to share their stories. With curiosity at the forefront of every conversation, Jesse’s mission is to pave the way for inspiration that unfolds into execution. Episode Highlights Defining experience management. We began our conversation on this topic. “It’s really running your business from the outside in,” Jesse explains. Experience can be vast. How can we get our arms around it? “You have to take a deconstructionist approach—understanding each and every step of your customer’s journey.” Qualtrics helps brands employ empathy at scale. “Being a purpose-driven brand matters more than ever,” notes Jesse. “It’s not about the latest discount or product release. Brands have to be relentlessly relevant. Jesse then shared two great examples of brands doing this—Etsy and Google’s new Pixel6. What brand has made Jesse smile recently? Jesse pointed us to Intuit’s “You Do Your Thing” campaign for TurboTax. He was quick to note that this is a multi-layered smile as it showcases the brand’s authenticity with both humor and empathy. However, it’s also very on-brand strategically. To learn more, visit Jesse’s website and check out the Breakthrough Builders podcast. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
4d ago
33 mins
Telling Magnetic Brand Stories with Gabrielle Dolan
Gabrielle Dolan’s work spans from personal leadership communication to organizational communication. The bridge that unites these two domains is story. Her new book, Magnetic Stories, helps companies craft stories that connect and engage. From the stories we tell at work to the stories that build iconic brands, we discussed it all this week on the On Brand podcast About Gabrielle Dolan Gabrielle Dolan is considered a global expert in business storytelling and real communication. She is a highly sought-after keynote speaker and best-selling author of seven books including her latest Magnetic Stories. Her client list is extensive including the likes of Visa, Amazon, EY, Uber, Accenture, Telstra, Australia Post, and the Obama Foundation. The professional highlight of her career so far is meeting Barack Obama while delivering storytelling training for the Obama Foundation. Gabrielle is the founder of Jargon Free Fridays and her dedication to the industry was recognized when she was awarded Communicator of the Year for 2020 by the International Association of Business Communicators. Episode Highlights Sorry, Jeff. Amazon Founder Jeff Bezos is often quoted as saying your brand is “what people say about you when you’re not in the room.” I like Gabrielle’s edit of this idea a lot better. Your brand is made up of, “the stories people share about you.” Barbie: Master Storyteller. Or, rather, Ruth Handler, master storyteller. Most are quick to judge Barbie dolls but Gabrielle sets the record straight on the creation story of this iconic brand. The five types of stories that every business needs. The creation story is just one of the five types of stories Gabrielle writes about in her new book Magnetic Stories. Organizations also need: Creation stories about how your company, product, or service started, Culture stories about the values of your company and its people, Customer stories—more than just testimonials, Community stories about your good deeds, and Challenge stories about how you’ve responded to obstacles along the way. What are the common mistakes companies make when it comes to storytelling? “They think they only need one story. You need lots of stories!” What brand has made Gabrielle smile recently? Gabrielle went with Quantus, “for their emotional ad about getting us back into travel.” To learn more, go to GabrielleDolan.com. There you’ll find several resources including a free seven-day story “starter kit.”  As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review? Check this out.) Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 10 2022
32 mins
Building Your Personal Brand in the New Year with Lydia Pierre
As we kick off the New Year, many are looking to build their own personal brand. Lydia Pierre is a branding coach and consultant. A self-branded “Corporate Socialite” who believes that business should be fun, we had a blast talking about personal branding, brand ambassadors, and—(da-da-dum!)—imposter syndrome! Enjoy and have a Happy New Year! About Lydia Pierre Lydia Pierre is a branding coach and consultant who provides services aimed at empowering entrepreneurs with skills and strategies to reach new levels of leadership. Her niche market is Executives, whom she counsels through the process of maintaining, improving, and upholding their reputation right where they are as they build their brand. She does this by developing, implementing, and executing strategic solutions that help to ensure a smooth transition to entrepreneurship for the executive, allowing their brand to remain favorable to their current audience as well as potential customers. Episode Highlights & Takeaways Where do you start with personal branding? “You have to start by taking a look at yourself—taking a look inside.” Lydia’s definition of a branding crisis? “What do you do when you don’t like what you see in the mirror.” In short, this means you’re not being authentic. “Sometimes the unknown is the best thing that can happen for a brand.” While many fear the uncertainty of everything from industry shifts to personal brand pivots, Lydia reminds us that change and the unknown can lead to innovation. What brand has made Lydia smile recently? “It’s not going to be a serious one,” Lydia warned before sharing that she loves the unique bags from Teflar Global. “To hear their story and how they got to this point is amazing.” To learn more about Lydia, go to Pierre Branding Group and check out the Corporate Socialite website. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review? Check this out.) Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 3 2022
30 mins
The Naughty and Nice Brands of 2021 with Matt WilliamsUnplugging for the Holidays with Ginni Saraswati
Ginni Saraswati is the owner and founder of Ginni Media and the Podcast Accelerator. Her work helps organizations and individuals tell their stories through podcasting. While we talked about podcasts a lot, we also spent some time talking about why it's important to unplug for the holidays and how to do that. Enjoy—and happy holidays from the On Brand podcast! About Ginni Saraswati Ginni Saraswati is the owner and founder of Ginni Media, a one-stop-shop, podcasting production house providing multiple podcast services in one company. Believing that everyone is capable of big ideas, Ginni has brought podcasting to the masses with The Podcast Accelerator, helping people spread their voice regardless of their back story. Ginni has been featured in a number of publications including Rolling Stone Magazine, Business Insider, and Reader's Digest. She’s also a contributing writer for Entrepreneur, podcast host for The Ginni Show, and an award-winning journalist. Episode Highlights & Takeaways Why is now the time for podcasting? Isn't everybody already doing it? Ginni pointed us to the number of blogs, vlogs, and YouTube channels, which far exceeds the number of podcasts. Plus, as Ginni notes, “You're literally in someone's ear when they're alone or need company.” A Podcast Accelerator. In addition to Ginni Media, Ginni also runs the Podcast Accelerator, a resource that's helped launch 128 podcasts into the world. “These are the 'it would only be a dream' if not for the Podcast Accelerator shows.” What's the most important skill for a podcaster? Guess what? It's not technical. You'll have to listen the episode to hear this nugget of wisdom from Ginni. How to unplug for the holidays? Ginni shared how her company takes a much-needed two weeks off over the holidays. How can we get better at doing this? Ginni had a very on-brand answer: there's a podcast for this! She pointed us to the How to Be a Better Human audio series from TED. What brand has made Ginni smile recently? Fictional brands absolutely count! That's what I told Ginni when she shared that the brand that made her smile recently was the company Monsters, Inc in the Pixar movie of the same name. Specifically, she loves their slogan: We scare because we care. Couldn't agree more! To learn more about Ginni Saraswati, check out the Ginni Media website. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review? Check this out.) Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 20 2021
29 mins
How Marketers Should Plan for AI with Raj Venkatesan
Raj Venkatesan is co-author of the new book The AI Marketing Canvas and a professor of marketing at the University of Virginia. This week he joined me on the On Brand podcast for a timely discussion about artificial intelligence and marketing—how should we be thinking about it and what should we be planning for the new year ahead. About Raj Venkatesan Rajkumar Venkatesan is the co-author of The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. He is the Ronald Trzcinski Professor of Business Administration in the Darden Graduate School of Business Administration at the University of Virginia. His writing has appeared in the Journal of Marketing and Harvard Business Review, among others, and he is the co-author of Marketing Analytics (2021). For more information, please visit the book’s website. Episode Highlights & Takeaways “AI is something that’s going to help marketers,” Raj began, noting that many worry about AI being something new and different. “If you’re in marketing, you do what you do best. Provide excellent and superior customer service. And what AI does is allow you to scale this customer service and personalize it.” Where should marketers get started with AI? “Start with first-party customer data—you have to have a strong data foundation. From here, you look for value pockets where AI can help you scale.” A good reminder/warning about your data: “You will never have perfect data. And if you wait for it, it will be too late—your competition will beat you there.” What brand has made Raj smile recently? Raj began by claiming that I made him smile. Host flattery? I’m here for it. Raj followed up with his real brand smile—Ford. Recently, the automaker announced that they’ve stopped taking orders for the new electric Ford F-150. This made Raj smile as it’s a good sign that we’re moving away from fossil fuels. To learn more about Raj Venkatesan, check out his book at The AI Marketing Canvas book website, his Coursera courses, and his University of Virginia webpage. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review? Check this out.) Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 13 2021
31 mins
The Metaverse for Brands (Plus, On Brand Joins MPN!)
“The metaverse will create gaps between the haves and have-nots that brands can fill.” In addition to breaking down the metaverse and leading the way on influence marketing (not just influencer marketing), Jason Falls recently founded a new network for marketing podcasts aptly titled the Marketing Podcast Network, which On Brand is a proud member of. We discussed all of this and more, this week on the show. About Jason Falls Jason Falls is a leading digital strategist, author, speaker, and thinker in the digital and social media marketing industry. He is an innovator in the conversation research segment of social analytics, having published the first-ever Conversation Report in 2012. He is the author of three books: Winfluence - Reframing Influencer Marketing to Ignite Your Brand; No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing, co-authored with Erik Deckers; and The Rebel’s Guide to Email Marketing, co-authored with DJ Waldow. In 2021, he founded and serves as executive producer of the Marketing Podcast Network. Episode Highlights & Takeaways Building multiple podcast brands. In addition to being the founder and executive producer of the Marketing Podcast Network, Jason is also the host of not one but two marketing podcasts himself—Digging Deeper and Winfluence. How do you know when you should start a second podcast? Jason breaks down his decision-making process during this week's episode. (SPOILER ALERT: It all comes down to focus and audience.) Jason explains the Metaverse. I know this sounds like a tall order but, once again, Falls delivers. While Facebook/Meta has been in the news a lot recently, Jason did a great job of detailing what this means and the opportunities on the horizon for brands. What brand has made Jason smile recently? Jason shared a smile-worthy story about his recent trip to his eye doctor, Visonworks in Lousville. To learn more about the Marketing Podcast Network, go to marketingpodcasts.net. To learn more about Jason, check out jasonfalls.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review? Check this out.) Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 6 2021
34 mins
What to Do If Your Brand Sucks with Ernie Harker
“If you start off on the wrong foot and your brand isn't in line with the attitudes or personality of the brand, there's confusion.” Or, to put it bluntly, your brand sucks. That's the title of strategist Ernie Harker's new book. We discuss how to ... not build a brand that sucks this week on the On Brand podcast. About Ernie Harker Ernie Harker is a creative branding mastermind. He recently published Your Brand Sucks, a book that reveals why most companies get branding wrong and reveals the secrets he has used to assist dozens of companies define a clear image and personality for their brands. One of his greatest successes was to help revitalize an old-western retail chain into a $3 billion high-energy adventure brand. He leads workshops, gives presentations, and offers an online masterclass to help organizations define and develop remarkable brands. Buckle up because his dynamic personality and passion for brand development will have you racing to build your brand. His friends call him Ernburn. Episode Highlights & Takeaways Why do most brands suck? “Most suck because we develop the logo first,” Ernie explains. This is focusing on the wrong thing. So, where should you start your brand-building work? “The first step is defining what makes you different from your competition—really different and special. It can't be something that everyone says like 'our people.'” A callback to a previous On Brand guest. To avoid saying the same things as your competition, you have to go deep. Ernie reminded us of the approach of past On Brand guest Jay Acunzo in continuing to ask the question why. You have to 'why' your brand to death. What brand has made Ernie smile recently? Marvel! Why? “I dabbled in comics as a kid but they've re-inspired me with these stories through their movies and Disney+ (series).” To learn more, go to ernburn.com. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 15 2021
27 mins
Measuring Brand Dominance with Jonathan Tuttle
“Good things take time to build.” In his work as Founding Director of the digital marketing agency Revenue Ascend, Jonathan Tuttle helps brands of all shapes and sizes build good things. How do you know if something in marketing is good? Measurement and ROI—and we spent a lot of time talking about best practices and more this week on the On Brand podcast. About Jonathan Tuttle Jonathan Tuttle is the Founding Director of Revenue Ascend, a leading digital marketing agency based in Chicago. The firm is focused on driving new growth and generating measurable ROI. The agency was designed to dominate the market while working with each brand individually. Beyond this foundation, Revenue Ascend also creates a customized tactical marketing playbook and growth strategy. Jonathan is also a Fund Manager at Midwest Park Capital, a private real estate investment firm. Episode Highlights & Takeaways WORLD DOMINATION! As Jonathan’s bio notes, Revenue Ascend helps clients dominate the market. We kicked off the show defining domination. “It’s really about being everywhere,” he notes. Measurement and ROI best practices. Before planning your 2022 digital marketing strategy and budget, be sure to listen to Jonathan’s best practices on what to measure and when. “A lot of times we expect to get $1 back out for what we put in yesterday. Good things take time to build.” What brand has made Jonathan smile recently? In a first in the nearly 300-episode history of the On Brand podcast, we stumped our guest. Why? “I’ve been really frustrated. So many businesses have been dropping the ball and not giving back.” To learn more, go to RevenueAscend.com. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 8 2021
24 mins
Building a Social-First Brand with David Brickley
“People want to interact with people—not brands.” David Brickley has been helping brands interact with their people through his agency STN Digital and his two podcasts Business of Social and Entrepreneur Wrap. This week he joined me as a guest on my podcast to talk about how to build a social-first brand. About David Brickley After working with his first-ever client, Kobe Bryant, David Brickley used that as motivation to launch STN Digital in 2013, and has since grown an award-winning team of some of the best talent in the industry. STN Digital is an expert at launching brands and building highly-engaged audiences. STN is a social-first marketing agency and provides services ranging from 360 marketing, social media management, paid media, on-site activations and anything in between. STN Digital works with some of the biggest brands in the world including Amazon, the Olympics, NBC, FOX, & HBO to name a few. David is also the host of two podcasts, Business of Social and Entrepreneur Wrap, which was ranked by Forbes as a Top 10 podcast every business owner should listen to. Episode Highlights & Takeaways Using a Platform Mindset isn’t just for big brands. We talked a lot about how mega-brands like Disney can use their various brands and sub-brands' social channels to amplify their message. However, David was quick to note that smaller brands can embrace this mindset by working through brand ambassadors. “You’d be amazed what people will do for a free hoodie.” Fun Fact: 95% of podcasts end after episode three. I guess David and I have a lot to be proud of! What brand has made David smile recently? “Liquid Death Mountain Water. They’ve been such a disrupter in the water space.” Even the name Liquid Death brings a smile to your face! “What they’ve really done is build a lifestyle brand.” To learn more, check out the STN Digital website and David’s two podcasts—Business of Social and Entrepreneur Wrap. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 1 2021
26 mins
The Art of Visual Storytelling with Dan Roam
“We are profoundly visual creatures. We respond to what we see more than anything else.” Dan Roam has spent his career helping people master the art of visual communication and storytelling. His books from Back of the Napkin to his latest, The Pop-Up Pitch, help organizations and individuals put this system into action. I couldn't wait to discuss all of this with him this week on the On Brand podcast. About Dan Roam Dan Roam is the author of five international bestselling books on business-visualization and communication clarity. The Back of the Napkin was named by Fast Company, The London Times, and BusinessWeek as the 'Creativity Book of the Year.' Dan's book, Draw to Win, debuted as the #1 new book on amazon.com in the categories of Business Communications and Sales & Marketing. Dan is a creative director, author, painter, and model-builder. His purpose in life is to make complex things clear by drawing them and to help others do the same. Dan has helped leaders at Google, Microsoft, Boeing, Gap, IBM, the US Navy, and NASA solve complex problems with simple pictures. Dan and his whiteboard have appeared on CNN, MSNBC, ABC, CBS, Fox, and NPR. His latest book—The Pop-Up Pitch—is available for pre-order now. Episode Highlights & Takeaways Check out Dan's new book The Pop-Up Pitch: The Two-Hour Creative Sprint to the Most Persuasive Presentation of Your Life. As the book promises, you'll learn to spend two hours creating ten pages that will transform your audience in seven minutes, no matter what story you need to tell. “The best way to teach someone is to tell them a story. Everyone needs to be a storyteller.” – Dan Roam, #OnBrandPodcast I also can't say enough good things about Dan's other books including Back of the Napkin, Show & Tell, and Draw to Win. What brand has made Dan smile recently? Allbirds isn't just a client of Dan's—he's also their number one fan. “I'm wearing the most comfortable shoes in the world!” I couldn't agree more. To learn more, check out Dan's website DanRoam.com. He's also got several useful Pop-Up Pitch templates there as well. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 25 2021
33 mins
Choosing Your Customer with Jonathan Byrnes
“In the old days, branding was a very broad thing. Today it's picking your spot.” Jonathan Byrnes knows a thing or two about building a profitable brand for the long haul. He's a Senior Lecturer at MIT, founding partner of Profit Isle, and the author of two books and numerous HBR articles. He's also my guest this week on the On Brand podcast. Enjoy! About Jonathan Byrnes Jonathan Byrnes is founding partner and chairman of Profit Isle, a highly successful MIT spin-off SaaS software company that helps organizations increase profits by 10–30 percent using its profitability analytics and management process. A widely followed thought leader on profitable growth and innovative customer-supplier relationships, Byrnes is a frequent speaker and writer who has advised over 100 companies and institutions. He earned a doctorate from Harvard and has been a Senior Lecturer at MIT for 30 years. In addition to his popular HBS column, “The Bottom Line,” he is the author of Islands of Profit in a Sea of Red Ink, an Inc. Best Book for Business Owners and Choose Your Customer: How to Compete Against the Digital Giants and Thrive. Episode Highlights Branding today ... “All you had to do was maximize revenue and minimize cost. In the old days, branding was a very broad thing. Today it's picking your spot.” First things first. Throughout our conversation, Jonathan stressed the importance of choosing your spot. “Look where you're actually making money,” he notes. Unless, of course, your competition is Amazon. “If you're in a space with Amazon you're doomed.” According to Jonathan, one of the best things you can do is ... “Add your CFO into the branding mix.” This can provide a critical and profitable perspective. What brand has made Jonathan smile recently? Irony alert! “This is going to sound funny but Amazon. They perfectly meet my needs.” To learn more about Jonathan, check out his new book Choose Your Customer on his website or (where else?) on Amazon! As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 4 2021
30 mins
Qualitative Research in Branding with Duane Varan
“A lot of the assumptions we make are bad assumptions.” When it comes to making assumptions, sometimes we marketers can't help ourselves. To avoid this, we need to ensure that we have a good mix of both quantitive and qualitative research. Dr. Duane Varan is a leader in the field of qualitative research and was my guest this week on the On Brand podcast. About Duane Varan Dr. Duane Varan is CEO of both MediaScience and HarkConnect. He is the recipient of numerous awards including the Australian Prime Minister’s Award for University Teacher of the Year, and is a global pioneer in developing new methodologies for the study of audience behavior. MediaScience is a leader in lab-based audience research counting almost every major US television network, social media platform and many global brands as clients. HarkConnect is the world’s most advanced qualitative research platform. Although Dr. Varan is now based in industry, he continues to contribute to academic journals. In fact, in four of the past six years, his work was voted as Best Paper of the year or runner up for Best Paper by the Journal of Advertising Research. Episode Highlights “Qualitative gives us space to explore.” I kicked off our conversation by asking Duane what makes qualitative research different. He also cautioned against the stigma that it's not as serious as quantitative. “That's a mistake.” How is HarkConnect different when it comes to qualitative research? “We have a direct measure of emotion vs. what people are telling us,” Duane said, as he shared how the technology works. A balanced diet of metrics. I couldn't resist being a little punny ... Duane stressed that there are actually three data sets that should be in your diet—qualitative research, quantitative research, and your performance metrics. What brand has made Duane smile recently? M&Ms! “I smile every time I see the characters.” To learn more about Duane, check out the websites for HarkConnect and Media Science. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 6 2021
25 mins
How Native Ads Build Better Brands with Dan Greenberg
“If you can design triggers into the thing someone’s already doing, you make advertising even more impactful.” Expanding the definition of advertising to include more human-centric and respectful ideas has been at the heart of Dan Greenberg’s work as CEO and founder of Sharethrough and as a leader in the native advertising movement. We discussed all of this and more this week on the On Brand podcast. About Dan Greenberg Dan Greenberg is the CEO and Founder of Sharethrough, the largest independent native advertising platform that powers in-feed native ads for publishers like Forbes, Time, and CBS and enables marketers like Coca-Cola and P&G to programmatically distribute branded content at scale. He dropped out of the Stanford Masters program to start Sharethrough and went on to popularize the term “native advertising” in 2008 and now serves as Chair of the IAB Native Ad Committee. He has been named to Ad Age’s 40 Under 40, Forbes 30 Under 30, Inc.’s 35 Under 35 Founders List, and honored as an Ad Age Media Maven. Episode Highlights “I have money and can steal time” is an advertising approach that’s fading. Dan notes that native advertising is more human as it demands mutual respect between the consumer and the brand. When building a business becomes a movement. “This seed of an academic idea (respectful, human advertising) turned into a business and that turned into a movement,” says Dan. The rest is native advertising history. How to create a movement. Dan was quick to stress that this doesn’t happen on its own. “It starts with conviction. It starts with community.” He then went on to reverse engineer the process behind how this happened in the native advertising movement: Live in the future Find conviction Name it and frame it Help other people find it Speaking of the future, we also did a lot of talking about Web 3. Do yourself a favor and listen to the whole episode but Dan notes that Web 3 will be “owned by users, not the platforms.” What brand has made Dan smile recently? In keeping with our Web 3 theme, Dan pointed to Gary Vaynerchuk and the engaging, human content he creates as a brand that’s made him smile. To learn more about Dan, follow him on Twitter and check out the Sharethrough website. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 30 2021
33 mins
What the Pandemic Means for Brands with Emmanuel Probst
“The pandemic has forced brands to change the way they communicate and the way they operate.” As a research professor, author, and VP at Ipsos, Emmanuel Probst spends a lot of time studying, teaching, and writing about consumer behavior. His latest update to Brand Hacks provides brand builders with a useful compass for navigating the increasingly challenging world we find ourselves in. We discussed all of this and more this week on the On Brand podcast. About Emmanuel Probst Dr. Emmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements. As Senior Vice President at Ipsos, Emmanuel supports his clients by providing them with a full understanding of their customer’s journey. His experience spans a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies, and media outlets. He is the author of the upcoming book Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning (September 2021). Dr. Probst teaches Consumer Market Research at the University of California at Los Angeles (UCLA). Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from Nottingham Trent University, United Kingdom. Episode Highlights What does the ongoing global pandemic mean for brands? “Everything has changed and nothing has changed.” Brands are still focused on the quest for meaning. What has changed specifically? “What has changed is how we deliver our brands to our customers. The world now is hybrid—or else.” Brands need to demonstrate their purpose. “You need to demonstrate purpose instead of just talking about it,” says Emmanuel. “Brands like Patagonia and National Geographic are built around purpose.” But, he notes, tech brands like Google and Apple are starting to retool around purpose. What brand has made Emmanuel smile recently? In keeping with our theme of brand meaning and purpose, Emmanuel pointed to the (long overdue) rebranding campaign of Ben's Original, formerly Uncle Ben's. This is another example of a brand walking its talk. To learn more about Emmanuel, check out his book Brand Hacks on Amazon, the useful resources on the Ipsos website, as well as Emmanuel's own site. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 23 2021
29 mins
Why Conflict Is Critical in Storytelling with Norman Bell
“Storytelling is in the air for business but why is that? Why is it so important?” These questions and more were at the very heart of my interview with Norman Bell, author of The Story Powered Speaker, this week on the On Brand podcast! About Norman Bell Norman Bell is a storytelling and presentation coach, award-winning speaker, theater and film actor, and author of the book, The Story Powered Speaker: How to Own the Stage, Enchant your Audience, and Grow Your Business Using the Magical Power of Storytelling. Norman is passionate about helping purpose-driven entrepreneurs and organizations communicate their stories and messages more effectively so that they connect with their audiences on an emotional level, which leads to more clients, more donations, and more impact. Episode Highlights Where do you start with storytelling? Norman often asks his workshop attendees to start with their why—their origin story. “I focus on telling stories on stage but it applies to all channels.” The trouble with business stories. Norman notes that we get business stories wrong a lot of the time. “Are your business success stories really stories? They have the word story in them but we spend most of our time on the solution—on our features, benefits.” Norman went on to tell us about the power of conflict in the stories that we love. If Star Wars was a business story ... as further proof that business focuses too much on the solution, Norman sketched out the business-story version of Star Wars (1977), which would be 80% medal ceremony rather than the final five minutes of the movie that it actually is. What brand has made Norman smile recently? He gave us two. First up, Tom's of Maine. Norman likes the daily reminder on his toothpaste to “Do a little good today.” Plus, as Norman noted, Tom's walks the talk. He also talked about Simone Biles's courage for taking a stand for her own mental health at the Olympics. Brave stories all the way around. To learn more about Norman, check out his website, StoryPoweredSpeaker.com. He also provided his email at the end of the interview for getting a free PDF of his book! As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 2 2021
29 mins
Branding Through Science and Story with Jenna Arkin
“Consumers seek authenticity and they’re getting better at weeding out the greenwashing the brands that don’t have the people, story, and heritage behind them.” As the Vice President of Innovation at green cleaning brand ECOS, Jenna Arkin’s work sits at the intersection between science and creativity. This week on the On Brand podcast, she joined us for a discussion on this innovative brand’s story, differentiation, communicating science, and more. About Jenna Arkin Jenna Arkin, Vice President of Innovation at ECOS, uses her unique background in both chemistry and design to innovate safer, more effective formulations and compelling packaging designs for the ECOS product lines. She also leads the ECOS partnership with the U.S. EPA’s Safer Choice program, a third-party certification that helps consumers choose products made with safer chemical ingredients without sacrificing quality or performance. As the Vice President of Innovation, Jenna brings a novel combination of passionate scientist and creative professional to solve modern green chemistry problems and move the cleaning industry toward a more sustainable future. Episode Highlights What led Jenna to the intersection of science and creativity? “Curiosity! And staying curious. It’s never one thing,” Jenna shared. A new digital home. In the midst of the pandemic, while ECOS remained open, they reimagined their digital home at ECOS.com. “Ecos actually means home in Greek.” How does ECOS communicate science in a simple, effective way? “It’s one of my greatest passions. You have to give consumers enough information to make informed decisions,” Jenna noted. “I like to say, it’s not rocket science—it’s soap science.” What brand has made Jenna smile recently? Jenna pointed us to Ritual vitamins, particularly because of the experience she had once she got the product. “I think a lot about the first physical interaction.” To learn more about Jenna, check out the ECOS website—especially Jenna’s clean chemistry section! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 12 2021
26 mins
Building an Influential Brand with Kyle Hjelmeseth
“Influencers take the power out of the hands of those who used to tell us what we should like and not like. You've divested power to those bold enough to go online and share their stories.” From the College of Influence to his Normalize Equality initiative, teaching and managing the power of digital influence is at the heart of Kyle Hjelmeseth's work at G&B digital management. We discussed all of this and more on this week's episode of the On Brand podcast. About Kyle Hjelmeseth Kyle Hjelmeseth is the Founder and CEO of top-tier talent management agency G&B, which houses both the College of Influence and the Normalize Equality initiative. A self-made minority business owner, Hjelmeseth brings the full extent of his experience living as a half black, half white male to his work building media momentum around messages of diversity and inclusivity with his trademark solutions-driven attitude. Under his leadership, G&B has successfully re-invented the talent management world with integrity while creating a refreshingly diverse company culture, serving more than 60 exclusive clients with a powerfully inclusive ethos that transforms influencers into influential people. Episode Highlights Being an influencer vs. being an influential person. There's a big difference, which Kyle unpacked for us at the top of the show. “It's about building a business that lasts over time. Not just the next 100 followers.” Enter the College of Influence ... We're big fans of strong brand names here on the On Brand podcast. As such, I couldn't wait to ask Kyle about the College of Influence at G&B. “I have a strong connection to education and wanted to reinforce that with our name.” Diversity and inclusivity: Keeping the momentum going. Building on his lived experience as a self-made minority business owner, Kyle leads G&B's Normalize Equality initiative. Following last year's summer of social justice, we've seen a lot of box-checking, however, Kyle is quick to note the need for ongoing momentum. That's why he cited Netflix's ongoing work giving voice to diverse stories. What brand has made Kyle smile recently? “I actually call it a spice lifestyle brand ...” And with that, Kyle introduced us to Fly by Jing spices—who not only made Kyle smile, it made him wear the brand as well! To learn more about Kyle, check out the G&B website and contact him through the form.  As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 5 2021
29 mins
Measuring Experiential Marketing with Jonathan Yaffe
“I’ve been completely obsessed with this—not only how do we prove the ROI of these specific experiential programs but how do we do it at scale.” Jonathan Yaffe was one of the first marketing hires at Red Bull following the brand’s entry into the U.S. market. His first task? Quantifying their experiential marketing efforts. Today he does this for numerous brands through his company AnyRoad. We discussed all of this and more on this week’s episode of the On Brand podcast. About Jonathan Yaffe Jonathan Yaffe is the CEO and Co-Founder of AnyRoad (hailed one of Marc Benioff’s best investments), a data and analytics platform that powers the data behind many of the Fortune 2000’s offline experiences, including Absolut, the Kentucky Bourbon Trail, Michaels Arts & Crafts, Honda, Diageo, Peet’s Coffee & Tea, and the Golden State Warriors. Jonathan began his career in experiential marketing at Red Bull, and holds a degree in Cognitive Science from the University of California Berkeley. Episode Highlights “Experiential marketing is all about the brand—about causing emotions in customers,” Jonathan shared, adding: “And nothing is able to create these emotions at the level that experiences are.” Measuring the Kentucky Bourbon Trail. While I haven’t traveled as much of the Kentucky Bourbon Trail as I’d like to (yet!), I do have a passport. As this brand experience is an AnyRoad client, Jonathan shared how and why measuring this experience is critical. “You visit a distillery and all of a sudden it becomes their favorite brand based on that experience.” “The world of experiential marketing has been data-less,” explains Jonathan noting that many brands like cola companies are still doing taste tests and counting smiles! Jonathan’s company AnyRoad—an Experience Relationship Management or ERM company—certainly sounds like a better road. “We measure anything that changes behavior.” Speaking of smiles … What brand has made Jonathan smile recently? “I smile all the time,” Jonathan began. However, he found himself smiling ear to ear recently due to Lego’s exceptional work developing new products and experiences around their adult customers or AFOLs (Adult Fans of Lego). He also shared that Red Bull called their core customers PINOEs (People In Need of Energy). Naming your core customers can help you get even more specific with your branding efforts. To learn more about Jonathan, check out the AnyRoad website and follow him on Twitter. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 28 2021
28 mins
How Brands Can Overcome Chaos with Michael Zipursky
“There was a big group of people who were able to fare very well during this time and it was those who took action.” As CEO of Consulting Success, Michael Zipursky has worked with hundreds of clients across industries on overcoming the chaos and uncertainty this past year has presented. We discussed how brands can plan, pivot, and take action this week on the On Brand podcast. About Michael Zipursky Michael Zipursky is the CEO of Consulting Success® and Coach to Consultants. He has advised organizations like Financial Times, Dow Jones, RBC, and helped Panasonic launch new products into global markets, but more importantly, he’s helped over 500 consultants from around the world in over 75 industries add 6 and 7 figures to their annual revenues. Over 35,000 consultants read his weekly consulting newsletter. Michael is also the author of the Amazon Best Sellers ACT NOW: How successful consultants thrive during chaos and uncertainty, The Elite Consulting Mind and Consulting Success®, the book. Episode Highlights How do you prepare for chaos and uncertainty? Michael pointed out that, while we've all had to do this over the past year, this is often the case regardless of whether or not we're grappling with a global pandemic. Most are always dealing with chaos and uncertainty, whether from economic or geopolitical challenges. Who thrives in uncertain times? “We did a 2,800-consultant survey,” Michael shared, to get at this very question. First, they found that those who had an accurate assessment of their strengths and weaknesses thrived. “Those who were prepared—those who had a plan.” It all comes down to knowing your people, your community—building a list. But what if your list sucks? How can you fix it? “Start,” says Michael. You can't be afraid of the vanity metrics you see and the size of other lists out there. How do you start? Ask yourself: “What do they (your customers/community) most want?” Then spend your resources driving people to this lead magnet or opt-in. “It's not just about attracting the most people. It's about attracting the right people.” What brand has made Michael smile recently? Amazon! While this mega-brand can be challenging to some, Michael cited how responsive their customer service has been—even over the phone! To learn more about Michael and access free resources, go to consultingsuccess.com.   As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 14 2021
30 mins

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