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155 episodes
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Brand Tuned - Rounded Business Design Shireen Smith
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- Business
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4.8 • 23 Ratings
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The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, business advisers and lawyers in search of ideas to increase success. This often comes through better positioning, and understanding what customers want and need. Focusing on distinctiveness is about attending to intellectual property appropriately. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner.
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Are IP Principles Different in Latin America?
IP is much less formal in Latin America's economy according to Alberto Ramirez Bonilla, founder of BR Latin America. Tune in to explore how trademark practices differ in the South American economic landscape and why that matters.
Among other things the episode discusses:
How business design and naming unfold across Latin America
Branding and intellectual property in Latin America
Copyright protection for software and guidelines for naming conventions
Branding and naming strategies for businesses
Importance of understanding IP law for businesses
LinkedIn: Alvaro Ramirez Bonilla
Website: BR Latin America
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
How Tom Gardner Built and Branded Multiple Businesses
Joining us in this episode is an ex-Mckinsey consultant, Tom Gardner, a serial entrepreneur known for his analytical approach to branding. He draws on his experience of launching several brands across different industries, both B2B and B2C.
Tom shares his journey in branding, marked by a blend of scientific and practical approaches, emphasizing customer feedback and market testing from the very start.
In this episode, we’ll also discuss:
Branding Experience With A Consultant
Naming Process
Involving Branding Agencies
Business Funding
Next Startup Business
Filling The Gap In The Market
What Brand Means
Getting The Perspective Of The Market
His Current Ventures
Branding Philosophy And Strategies
LinkedIn: Tom Gardner
Book: From Manager To Executive (Coming in June)
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
Mission-Driven Entrepreneurship with James Brown
Joining us in this episode is James Brown, founding director of Mobiloo, the world's first mobile accessible toilet and changing place designed to cater to disabled people requiring extra equipment and space. Mobiloo has created a huge range of opportunities for tens of thousands of disabled people around the UK.
James shares his journey, highlighting his motivation to improve accessibility and inclusivity for disabled people, stemming from his own experiences as a visually impaired individual and a Paralympic athlete. His flight in becoming a social entrepreneur exemplifies the power of innovation driven by personal values and a deep understanding of the community's genuine needs.
In this episode, we also cover:
From A Paralympic Athlete to Social Entrepreneur
Making Your Brand Stand Out
Solving A Genuine Need
Branding Is Also Culture
Choosing Your Brand Values
Excellence In A Business
The Power of Word of Mouth
Website: Mobiloo UK
Facebook: Mobiloo UK
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
Navigating Branding and Growth with Paul Fernandez
In this episode of the Brand Tuned podcast, we welcome Paul Fernandez, CEO of The Growth Guys, to discuss the journey of starting and branding his growth marketing company during the pandemic. Paul shares insights from his past experiences, the challenges of defining and living up to a brand promise, and the importance of adapting branding strategies as a business evolves.
This episode shares an interesting point of view of branding through experiences including:
An Agency That Delivers Results
A Brand Is What Customers Tell You
Developing The Visual Identity
Creating A Team Culture
The Perspective on Branding Over Time
How The Market Perceives Your Brand
Website: The Growth Guys
LinkedIn: Paul Fernandez
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
How to Create Transformative Brands with Emmanuel Probst
In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand.
Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023.
Among other things, we discuss:
that brands can no longer just sell products. They must aim to be transformative for people and the world they live in. That brands are no longer in control of the narrative, so they must harness the power of the community and make a greater and more sustainable one.the importance of noticing what existing brands are offering the market. Then consider creating something new and unique to offer in the category. creating your market positioning.The trick is really to understand your audience and get a deep understanding of the market.three Dimensions of Brand TransformationWhat is Programmed Obsolescence?How to Create a Transformative BrandUnderstanding Trends in the Society
www.emmanuelprobst.com
Twitter: @Emmanuelprobst
Linkedin Emmanuel Probst
Resources mentioned on the podcast
Brand Hacks
Assemblage - The Art and Science of Brand Transformation
marketingweek.com
adage.com
adweek.com
mediapost.com
Challenger Project - Eat Big Fish
Financial Insights at Ipsos.com
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
Your Branding & IP Questions Answered
Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode.
The questions answered in this episode include:
What are the different ways I can protect my brand?Do I need international protection or is UK protection enough?How do I explain to graphic designers I work with the importance of checking they are not infringing on anyone's IP?How can you be sure that graphic designers you work with hand over the rights to all the assets they create? How can you be sure they have done this fully?What do you regard as the best branding campaign(s) of all time? And why?Do you think the Internet is actually effective for brand building?
Valuable Resources:
Register for Free Webinar on 23 November
Register Your Interest to be Notified of the Next Webinar Date
Brand Tuned Newsletter
Customer Reviews
Very useful
Very useful podcast for any growing businesses or established companies.
Gives a good holistic view of branding
Really useful podcast to help business owners understand more about branding. I especially like how this podcast covers the legal as well as the marketing/design side of creating a good brand.
Wow
Great podcast!
A lot of content to learn from!!!