55 episodes

How do you build a strong and lasting brand?

It’s the question every marketer asks themselves at some point. And it’s the question we set out to try to answer with Brand Land.

Each week, we hear firsthand accounts from leading marketers and creatives who share their experiences and insights to, in turn, help you build a stronger brand.

Each episode features an interview with a bonafide brand builder, where we discuss and dissect topics such as brand management, customer experience, design credibility, virality, content creation, marketing and sales alignment and in-house brand development.

Brand Land Lucidpress

    • Business
    • 5.0 • 26 Ratings

How do you build a strong and lasting brand?

It’s the question every marketer asks themselves at some point. And it’s the question we set out to try to answer with Brand Land.

Each week, we hear firsthand accounts from leading marketers and creatives who share their experiences and insights to, in turn, help you build a stronger brand.

Each episode features an interview with a bonafide brand builder, where we discuss and dissect topics such as brand management, customer experience, design credibility, virality, content creation, marketing and sales alignment and in-house brand development.

    Disrupt yourself: Marketing like a startup w/ Pablo Marvel

    Disrupt yourself: Marketing like a startup w/ Pablo Marvel

    The excitement of a new product or service, the tingle of uncertainty, the ambition that makes you throw caution to the wind — these are all parts of what make up the thrill of marketing a startup. But can you use those same things to drive the marketing within an existing company? 
    It was this idea that inspired Pablo Marvel — who was fresh from a startup — to take on the role of Chief Marketing Officer at legacy real estate company Brown Harris Stevens. This week Pablo shared how he used his startup mentality to shake up the marketing at the 150-year-old company, taking it from stuffy and dated to a modern classic. 
    What we discussed:
    - Why internal buy-in is essential to pivoting a marketing department, and how Pablo achieved that buy-in
    - What Pablo did with a limited budget to create more engaging content for a digital marketplace
    - Why it’s okay — and even essential — to try lots of different marketing tactics before settling on a strategy
    - The role that “radical optimism” plays in a startup mentality
    - Why Pablo believes that forward motion can be more important than aiming for a specific goal
    - The importance of bringing humanity and personality into your brand, especially in today’s world

    • 32 min
    Planning your brand story post-lockdown w/ Megan Fink

    Planning your brand story post-lockdown w/ Megan Fink

    The 2020 Covid-19 pandemic pulled the rug out from pretty much every business in the world, and brands had to quickly learn to adjust. Some adjusted well, and others, sadly, were unable to ride the coronavirus wave. 
    We wanted to know what strategies might have made a difference between the brands that survived and those that did not, so we sat down with Megan Fink, the Vice President of Marketing & Communications at Palmetto Goodwill in Charleston, SC. Palmetto Goodwill managed to ride the wave and come out on top, and Megan shared with us the things she felt most contributed to her company’s post-lockdown success. 
    What we discussed:
    - How Goodwill’s core brand story impacted the approach Megan and her team used to reopen stores
    - The sources Megan’s team used to gather necessary information for creating a reopening plan and cohesive reopening campaign
    - The importance of establishing high-level goals with specific, measurable objectives in times of uncertainty
    - The “paid, earned, social, owned” strategy that helped Megan’s team reach a wider variety of media outlets more effectively
    - Why Megan believes in the power of planning, even when the future is uncertain

    • 27 min
    • video
    Setting yourself apart in a saturated market w/ Liz Comer

    Setting yourself apart in a saturated market w/ Liz Comer

    As good as your product and messaging might be, the truth is that there will always be other brands competing with you to sell the same product (or similar products) to the same audience. So what can you do to stand out from the crowd?
    Liz Comer, Director of Marketing and Communications at Silvercreek Realty Group, knows what it’s like to operate in a saturated market. But despite facing a sea of competition, her company is ranked as one of the top 40 brokerages in the country, making her an ideal person to talk to about this challenge. 
    What we discussed:
    - The impact and importance of passion on building your brand’s reputation 
    - Why focusing on your customers’ needs is more effective than worrying about your competitors
    - How to create unique solutions by recognizing weaknesses in your company and your industry
    - Why it’s essential to get your marketing and sales teams on the same page
    - What you need to do to prepare for unexpected brand building opportunities

    • 29 min
    • video
    Keys to more collaborative design consultations w/Sadie Koehler

    Keys to more collaborative design consultations w/Sadie Koehler

    When someone from a technical discipline needs to collaborate with someone from a more creative discipline, it can be a challenge for both sides to communicate their needs and ideas in a way that moves the project forward.
    This week we sat down with Sadie Koehler, Associate Creative Director at Principal Financial Group, to discuss how to bridge the gap for more effective design consultations. 
    What we discussed:
    - How Sadie’s experience as a designer in a large corporation differs from her experience as a freelancer
    - The most common barriers that lead to discomfort between designers and their clients during consultations
    - How to use reflective listening and other communication techniques to make sure everyone is on the same page
    - The best approach to prioritize a client’s needs while still managing expectations on a project
    - Why it’s important to communicate the rationale behind the design process and leave space for criticism

    • 40 min
    • video
    Leveraging the power of packaging with A/B testing w/ Michael Keplinger

    Leveraging the power of packaging with A/B testing w/ Michael Keplinger

    Whether you’re working with digital products or physical items, packaging matters. In fact, your packaging may be the only interaction a customer has with your brand, so it’s important to make it count. But where do you start?
    This week we sat down with Michael Keplinger, Director of Strategy and Managing Partner at SmashBrand, to learn more about how his company helps clients optimize their packaging through a strategic, data-driven process. Michael’s unique background in engineering and consumer psychology helped him design a specialized approach to A/B testing that has helped drive sales for a variety of brands both on the shelves and online. 
    What we discussed:
    - Why A/B testing is essential, and why it’s worth the investment
    - The main objectives of packaging, and why it’s important to get it right
    - The key factors to measure when undertaking A/B testing
    - How A/B testing a physical product compares to A/B testing a digital one
    - The SmashBrand approach to A/B testing and why it’s effective
    - Real-life examples of A/B testing and its impact on brand sales

    • 25 min
    • video
    The keys to aligning your brand and customer experience w/ Christopher Wallace

    The keys to aligning your brand and customer experience w/ Christopher Wallace

    In past Brand Land episodes we’ve talked a lot about the importance of communication and consistency within a company, especially when it comes to marketing messaging. But what exactly should you be doing to ensure that the actions and speech of your frontline employees are aligning with corporate marketing goals? 
    Fortunately, we found an expert on that very topic. Christopher Wallace is the Co-founder and President of InnerView Group, a marketing consulting firm whose services help companies “effectively transfer their brand messages to their employees and partners on the front lines.” We sat down with Christopher to learn more about how he aligns customer experience with brand messaging.
    What we discussed:
    - The monetary and intangible value of providing a customer experience that is consistent with company messaging and culture
    - Why it’s important that front line workers not only know the message but believe in the message
    - How to create messaging that both aligns with the brand and resonates with frontline workers
    - Why marketers are in a unique position to make a difference in the behavior of frontline workers
    - How to get valuable feedback from frontline workers that can create a more effective corporate marketing strategy

    • 27 min

Customer Reviews

5.0 out of 5
26 Ratings

26 Ratings

Danielrobertkelly.com ,

Garrett is a solid interview host

Enjoyed being on and listening to the other episodes. Great podcast for marketers and students of marketing. Thanks for bringing me along.

ThisNicknameIsTaken2002 ,

Smart insights!

Really nice to get an authentic window into the minds of people who build incredible brands. Looking forward to more 👍👍

Brierman ,

Powerful Insights for Every Business

This is a powerful podcast for anyone navigating business and relevance in today’s business climate. Excellent and vital.

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