96 episodes

Brand Tuned is a podcast about brand management hosted by Shireen Smith. It’s for entrepreneurs, marketers, and designers looking for insights into how to create, build and grow distinctive brands. Episodes include interviews with thought leaders sharing useful information on aspects of branding, from intellectual property and trademarks, to understanding your customers’ wants and needs, to using appropriate business models, setting the right brand strategy, and driving the strategy taking account of design, the customer experience, leadership of the team, and long term brand building. Shireen's book Brand Tuned - The New Rules of Branding, Strategy, and Intellectual Property proposes the TUNED framework for brand management.

Brand Tuned - Sharp Branding Shireen Smith

    • Business
    • 5.0 • 61 Ratings

Brand Tuned is a podcast about brand management hosted by Shireen Smith. It’s for entrepreneurs, marketers, and designers looking for insights into how to create, build and grow distinctive brands. Episodes include interviews with thought leaders sharing useful information on aspects of branding, from intellectual property and trademarks, to understanding your customers’ wants and needs, to using appropriate business models, setting the right brand strategy, and driving the strategy taking account of design, the customer experience, leadership of the team, and long term brand building. Shireen's book Brand Tuned - The New Rules of Branding, Strategy, and Intellectual Property proposes the TUNED framework for brand management.

    Brand Positioning and Messaging With Margie Agin

    Brand Positioning and Messaging With Margie Agin

    Margie Agin is the founder of Centerboard Marketing and author of the book Brand Breakthrough. In this episode, she shares her insights on developing the messaging and positioning for a company, how she does market research and more. We also discuss why brand projects can fail. 
    Among other things we discuss the origin story of a company - how that story can be powerful in explaining why the brand was created. It humanises a company. In this episode we cover:
    Mergers and  the process of merging two different businesses into one brand Market researchWhy some brand projects fail Standing out from competitorsMessaging and positioning — how to make your positioning stick What can you learn from an origin story a companyLinkedIn - Margie Agin
    Twitter - @mpagin
    Book - Brand Breakthrough
    centerboard-marketing.com   
    Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
    Brand Tuned's Newsletter

    • 31 min
    The Key Role of Values With Chet Morjaria

    The Key Role of Values With Chet Morjaria

    Chet Morjaria, founder of Realign Global,  and author of the excellent book Work Worth Doing shares his unique insights about values, which are essential to consider whether as an employee or business owner.
    This episode is a deep dive on values including how our values are formed through our experiences. It covers:
    Defining valuesBusiness valuesHow to articulate your valuesPrinciples of narrowing down valuesBuilding a business with values and meaningHow Chet helps his clients to work out their valuesThe lessons Chet learned during his time in businessThe type of values someone's sense of boundaries reveals.LinkedIn - Chet Morjaria
    Instagram - @chetmorjaria
    To get a signed copy of his book: abookworthreading.club/get-it

    Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
    Brand Tuned's Newsletter

    • 39 min
    Insights On Setting Up In Business from a Serial Entrepreneur

    Insights On Setting Up In Business from a Serial Entrepreneur

    In this episode, Kevin Urrutia, a serial entrepreneur and the owner of Voy Media, an NYC based digital marketing agency shares his approach for setting up a new business based on his experience of setting up several businesses. He also covers how he finds the right team members to work for him and the importance of training for marketers. 
    This episode includes essential insights on how to use your vision as a founder to inspire your team.  It covers:
    The approach to take to competitors in your nicheHow to create a brand How to build your brand  to become knownEntrepreneurial lessonsFinding the right team member for your organizationThe importance of inspiring your teamHow a background in computer science helps in marketing.Deciding your positioning.LinkedIn - Kevin Urrutia
    Twitter - @danest
    voymedia.com
    Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
    Brand Tuned's Newsletter

    • 35 min
    John Vuong - How To Grow Your Business Using SEO

    John Vuong - How To Grow Your Business Using SEO

    John Vuong, owner of Local SEO Search Inc shares his insights on local search, and how SEO helps businesses to grow. He outlines the pillars in creating a well-oiled SEO strategy for a website to start ranking for the service offerings it wants to dominate in.
    John also shares his insights on people’s buying behaviour to help better position your SEO efforts when people are ready to convert, the difference between paid ads and SEO and the right search engine platforms to invest in. In this episode we cover:
    Local SEOThe power SEO for a businessKnowing your ideal customer Starting points for businessesJohn's SEO service.Touchpoints when purchasing a product or serviceThe number of keywords you can target for your websiteGoogle or Bing — What search engine to invest in to build your rankingLinkedIn - John Vuong
    Twitter - @JohnVuongCAN
    www.localseosearch.ca

    Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
    Brand Tuned's Newsletter

    • 34 min
    Chris Kneeland on Cult Branding

    Chris Kneeland on Cult Branding

    Chris Kneeland is the CEO of the Cult Collective.  He helps brand leaders embrace proven marketing principles that he discovered about becoming cult brands. He shares examples of successful cult brands and why they achieved cult status, and touches on some more recent and controversial points of cult brands. 
    In this episode we look at:
    What is a cult brand?Steps in creating a cult brandControversial points of a cult brandCan any type of business become a cult brand?How does being cult-like as a brand help a business succeedDifference between cult brands and purpose-driven brandsHow to turn your brand into a cult brand Is your business fit to aspire to be a cult brandPoints about being a good productSetting up a business with a brand purpose — How to get customers to care about your brandLinkedIn - Chris Kneeland
    FIX: The Book
    www.cultideas.com
    www.cultgathering.com

    Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
    Brand Tuned's Newsletter

    • 39 min
    Brand Naming Hierarchy – Essentials to Consider When Naming Your Brand

    Brand Naming Hierarchy – Essentials to Consider When Naming Your Brand

    In this episode, I focus on naming hierarchy. Should you adopt a branded house approach or go with a house of brands? 
    This episode is essential if you want to have a deeper understanding before choosing names for your business so you understand the risks and opportunities inherent in the different options. 
    I also discuss when is it appropriate to use a new brand name and the right brand architecture if you want to target different audiences when you're creating a new product subcategory or a different proposition. 
    In brief the episode covers:
    What is naming hierarchy?Understanding endorsed & sub brandsYour brand name — the primary way buyers will remember youEssential issues to consider when naming your brandWhen is it appropriate to use a new brand name?Difference between branded house and house of brands with different examplesAccess the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
    Brand Tuned's Newsletter

    • 22 min

Customer Reviews

5.0 out of 5
61 Ratings

61 Ratings

Katieokelley ,

Incredibly helpful!

I love the length and format of this podcast! I especially enjoyed Susan Payton’s interview. She did a phenomenal job explaining the StoryBrand framework and how to create marketing so good you never have to be salesy! This will be helpful to SO many! Well done!

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