When brand is your jam, you just can’t help but jam about brand.
But what’s the big deal about brand? (And no we don’t mean your logo either – brand is so much more than visual elements – it’s your story and every single way in which that story plays out.)
Brand continues to step up and take its place as a weapon that leaders use to bring transformational change to their businesses and organisations. But how did brand sharpen up and become powerful, and what are the ways this takes shape?
It all starts with some key questions, like how do brands build trust and connection, capture and express their authenticity and be memorable? How do they change hearts and minds and influence behaviours?
And what are the great mistakes people make, and the big misconceptions about brand?
Agency head and brand evangelist Scott Oxford jams on all things brand with a variety of guests for whom brand is close to their hearts, and key to their professional practice.
Together they explore the strategic (and sometimes accidental) ways brands build meaning for people, how they find a place in our hearts and why leaders must understand and use brand to transform every aspect of their businesses and organisations, inside and out.
Xavier Amouroux - Jamming brand and education
Scott jams with Xavier Amouroux, Executive Director, Marketing and Communication at Queensland University of Technology (QUT). Based in Brisbane, QUT is one of the best young universities in the world, with approximately 50,000 students and a focus on transforming the learning experience by embedding work-integrated learning in their courses. Xavier discusses his transition from working in France to working in Australia, inspiring young people while they make big life decisions and rebuilding brands from the inside out. They explore what higher education looks like in a COVID-19 world, QUT’s strong brand history and what it means to deliver on a brand promise. Delivered through Xavier’s gorgeous accent, this is a conversation your ears do not want to miss.
Naima Wilson - Jamming brand with Patagonia
Scott jams with Naima Wilson, Marketing Director for Patagonia Australia and New Zealand. Patagonia is a mission and values driven outdoor apparel company that has led the way for many businesses in the purpose-driven space having been founded on ethical principles by Yvon Chouinard nearly 48 years ago. Naima discusses the company’s environmentally and socially conscious approach, their support of grassroots environmental groups (nearly $110m to date!), customers as family and friends and the origins of the brand name. They explore the relationship between brand and marketing, the way Patagonia supports each employee’s individual journey as well as the company’s foray into food via Patagonia Provisions. It’s a brand that has succeeded through consistently being true in what they do, not just what they say.
Yasmina Pinto - Jamming brand and energy
Scott jams with Yasmina Pinto, Head of Brand at AGL, Australia’s largest energy retailer and energy generator. They discuss the long history of the brand, the challenges surrounding differentiation of a commodity most people take for granted, AGL’s strength in staying connected to customer’s needs and wants, and the importance of the people who live the brand every day in their work. They explore the relationship between brand and marketing, restoring human engagement in a performance marketing-driven world, and the role of brand across every touchpoint of an organisation. Yasmina talks about her passion for luxury branding and the joy of a brand experience that is fully manifested for the customer.
Daniel Flynn - Jamming brand with Thankyou
Scott jams with Daniel Flynn, co-founder and managing director of one of Australia’s most successful start-ups, Thankyou. It’s a fully for-purpose brand built on bottled water, founded to solve the world’s poverty-related water crisis, that continues to diversify into new products we all use every day to help solve the wider challenge of global extreme poverty. They discuss the decision to no longer sell the bottled water that made them famous, building a brand and business without the limits of business experience and being mission-led. Scott asks about getting shelf-space in supermarkets, the choice between not for profit and partially for profit and the thoughts and challenges around naming a brand Thankyou. Elon Musk, size 14 Nikes and Yeezy also get a mention, along with some hints as to where Thankyou is going next as they move ever closer to their goal of seeing every human free from poverty.
Matt Jones - Jamming brand and gin
Scott jams with Matt Jones, co-founder and Brand Director for Four Pillars Gin, who grew from a small craft distillery to being named the world’s leading gin producer two years in a row. It’s a brilliant brand story, based on a desire to create the definitive modern Australian gin. Four Pillars is built on a mission to make something (i.e gin!) new and better, applying rich experimentation, Australia’s unique botanicals and a big dose of brand thinking, strategy and execution. They discuss what the four pillars are and mean, the evolution of the brand and its visual and physical execution, and the unique relationship they have with customers. The beautiful gin stills and their glorious names get a mention and like every great G&T, this conversation will leave you wanting for more.
Jenni Hayward - Jamming brand and mission
Scott jams with Jenni Hayward, General Manager of Mood, a new tea brand with a sole mission to fight youth suicide. Mood is the first consumer-facing brand by UnLtd, the media industry’s social purpose organisation, through their new social enterprise, Little Colossus.
Reviving the faith in branding
Brand evangelist, Scott, brings a healthy balance of dad jokes and curiosity to the art and science of how brand is more than a logo. Boasting some high profile guests, this podcast delves into how branding is the lifeblood of any commercial or social venture. A fascinating insight that has revived my faith in how marketing and branding is about organisations heralding their good news.