26 episodes

Discover your brand mojo is a provocative podcast inspiring you to take your brand from beige to bold, hosted by brand strategist and provocateur, Darren Taylor. It redefines what brand is and the role it can play to take an organisation from good to great. It holds up a microscope to reveal what makes a powerful brand, and shines a spotlight on how a brand can be deployed to supercharge an organisation.

Rebranding Branding: The Podcast Darren Taylor

    • Business
    • 5.0 • 7 Ratings

Discover your brand mojo is a provocative podcast inspiring you to take your brand from beige to bold, hosted by brand strategist and provocateur, Darren Taylor. It redefines what brand is and the role it can play to take an organisation from good to great. It holds up a microscope to reveal what makes a powerful brand, and shines a spotlight on how a brand can be deployed to supercharge an organisation.

    #26 The power of data: How Semrush is fighting fake news

    #26 The power of data: How Semrush is fighting fake news

    What comes to mind when you think of Semrush? SEO? digital marketing?
    Whatever you're thinking, it's so much more. Join us as we chat with Laura Morelli, Head of Media for UK/Australia for Semrush and host of The Marketing Scoop about how Semrush is like 'the Swiss army knife of SEO'.
    Laura reveals how Semrush is also putting its money where its mouth is and helping fight fake news and misinformation with data. With powerful analysis of global online search trends, Laura walks us through the power of data, how Semrush is being a force for good, supporting journalists ,and even helping victims of domestic violence.

    • 37 min
    #25 Why You Should Build A Brand That Repels People

    #25 Why You Should Build A Brand That Repels People

    We speak to fellow brand aficionados Emily Soccorsy and Justin Foster, co-founders of US brand agency Root + River about the origin of branding (hint: it's OLD), branding 101's and how the notion of branding has shifted in the last 15 years with the emergence of a more socially-conscious marketplace. We also discuss the dangers of 'woke-washing' and gimmicks, the necessity of unearthing - and owning - your truth, and why repelling people with your brand's natural musk is a good thing...Hear us out okay?


    About Emily and Justin

    Emily Soccorsy and Justin Foster are the founders of the intrinsic brand practice, Root + River. Working with heart-based leaders, they believe that all great brands are spiritual experiences. Emily and Justin are on a mission to inspire all leaders to go inward - and reframe and redefine the role of brands and their impact on the world.

    Their intrinsic brand coaching is driven by three principles:

    •branding is first a spiritual exercise; starting in the heart of the leader (the root) as a belief system.
    •these beliefs become the foundation of a powerful message that reaches deep into the hearts of the audience.
    •this message flows out into the world (the river) via modern marketing and in compelling brand experiences.

    Justin and Emily bring a compelling blend of leadership doctrine, spiritual intelligence and practical marketing advice intended to inspire and inform in new but timeless ways. Whether in coaching, writing or presenting, they provoke with passion, art and practical ideas that leave the audience or reader saying "I've never thought about that before!"

    • 38 min
    #24 The future of branding and marketing according to ANZ's Resident Marketing Futurist

    #24 The future of branding and marketing according to ANZ's Resident Marketing Futurist

    What does the future of brand and marketing look like? We sit down today with ANZ's Resident Marketing Futurist (aka Senior Manager of Customer Centricity and Capability) Kate Young to find out.

    With an ever-increasing and exciting rate of change ahead of us, Kate gives us a teaser of both what marketing and marketers will look like in the future. Technology will increasingly play a role in how we interact with brands and audiences, which is accompanied by the growing amount of data at our fingertips. This growing data feeds into Kate's next prediction of what the next step beyond personalisation is: anticipation. The anticipation of needs, wants, fears, and desires of audiences that will make for human-centric and intuitive brand experiences.

    Kate also speaks to ANZ's focus on their internal roadmap and supporting their marketers of tomorrow through their Marketing Masters and Brand Academy programs. ANZ knows that the profile of a top-performing marketer is changing, with a greater focus on people who can blend vital soft skills (creativity, adaptability, resilience, empathy) with new technical skills (data and technology literacy). For marketers to be successful now and into the future, they need to recognise the rapid rate of change in the way we live and connect with each other digitally, in order to bring value to customers.

    About Kate

    Kate Young is Senior Manager, Customer Centricity & Capability at ANZ and has been with the banking group for over four years.

    Acting as a Marketing Futurist for the ANZ marketing team, Kate's remit is to ensure the bank has a clear roadmap that outlines the capability required for future success. She ensures teams are future-ready and proofed through up-skilling and reskilling programs. In this leadership role, she takes responsibility for fostering the mindset, foresight and capability required to be a globally competitive marketing team.

    Since joining ANZ, Kate has been instrumental in developing and implementing the bank's Marketing Masters and Brand Academy programs; which aim to help marketers reach their full potential and set them up for future growth.

    A strategic marketing professional with over 20 years of experience, Kate has worked across industries including financial services, retail property management, health and wellbeing, hospitality and tourism. Her expertise spans B2B, B2B2C and B2C roles in large organisations, including Westfield, GE Capital and AIA Australia, making her a sought-after podcast guest and conference speaker. She is also a judge in B&T Awards, the country's biggest awards for the advertising, marketing, and media industries.

    • 34 min
    #23 Focus Lab's Bill Kenney on reshaping business through brand

    #23 Focus Lab's Bill Kenney on reshaping business through brand

    In this episode, host Darren Taylor sits across from seasoned and talented branding expert Bill Kenney, CEO of US-based branding agency Focus Lab. In a rare case of brander speaking to brander, Darren and Bill explore the changing world of strategy-led brand through and post-COVID. Focus Lab, like many creative agencies experienced a lull at the beginning of the COVID-19 pandemic and decided to put the time to good use by rebranding their own agency. With their branding work helping reshape their core business, Bill speaks about putting those learnings to use and tackling the pent-up demand from COVID-19.

    About Bill Kenney
    Bill Kenney's unyielding appetite for all things design, entrepreneurship, and serving others make him a grateful leader at Focus Lab. After four years in Tampa earning his B.F.A., Bill landed in the quiet southern city of Savannah, Georgia. In the years that followed, he organically (and unexpectedly) helped found the brand agency you see before you today. With the simple, original goal of doing great work and serving people well, Focus Lab went from a two-person, part-time affair to a globally-recognized and influential team of outstanding humans.

    Now living in the Garden State, he spends his downtime with his wife and son. Weekends consist of running, talking gravity and space with his son, reading loads of non-fiction, and hiking any mountain he can find.

    You can follow Bill on LinkedIn, or explore Focus Lab's brilliant work on their website.

    • 27 min
    #22 Second to none: Deputy's critical brand refresh that unlocked the US market with inclusive and accessible design

    #22 Second to none: Deputy's critical brand refresh that unlocked the US market with inclusive and accessible design

    Lisi Schappi, Director of Design at Deputy, joins the podcast today to tell us the unique story of Deputy's refresh as they enter the US Market. Deputy is an Australian software company that offers a complete workforce management solution. With employee rostering, shift planning, and timesheet management, it's used by businesses big and small, from Bunnings and Amazon all the way down to local neighbourhood café. Started in 2008, Deputy hadn't touched its brand since its launch. With the company wanting to expand into new markets (past the 90 countries it's already in!), and particularly the US, the business decided that a brand refresh was needed.

    In this episode, Lisi takes us through the collaborative and co-design approach that the business went through in refreshing the brand's visual identity. From problematic connotations with their old brand to inclusive and accessible design principles, to forming a team of 'Brand Champions' within the business to work on the refresh, Lisi explains how Deputy arrived at its refreshed people-first brand.

    To see the previous branding and new branding, click here.

    For more information on Deputy, visit www.deputy.com

    • 38 min
    #21 BlackBerry's brand journey from ground-breaking smartphones to ground-breaking intelligent security, everywhere.

    #21 BlackBerry's brand journey from ground-breaking smartphones to ground-breaking intelligent security, everywhere.

    What springs to mind when you hear the brand name 'BlackBerry'? If it was a mobile phone, you're not alone. For close to 15 years, the word BlackBerry was almost synonymous with what we now call a 'smartphone'. As the market shifted however, BlackBerry realised it needed to drastically change to stay alive. Fast-forward to today, BlackBerry is a global leader in providing intelligent security software, and is the perfect example of a brand shifting to truly deliver what the market needs.

    • 36 min

Customer Reviews

5.0 out of 5
7 Ratings

7 Ratings

Top Podcasts In Business

Steven Bartlett
Victoria Devine
The Australian Financial Review
Equity Mates Media
Bryce Holdaway & Ben Kingsley
LiSTNR