139 episodes

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, and lawyers in search of ideas to increase success, and avoid commoditisation through better positioning and distinctiveness. The show also addresses why the Ehrenberg Bass Institute’s findings on how brands grow involves intersecting brand creation with brand protection. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner. Visit brandtuned.com/podcast for transcripts and show notes. To appear on the podcast submit your suggested topic explaining why you would be a suitable guest to info@brandtuned.com

Brand Tuned - Sharp Branding Shireen Smith

    • Business
    • 5.0 • 26 Ratings

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, and lawyers in search of ideas to increase success, and avoid commoditisation through better positioning and distinctiveness. The show also addresses why the Ehrenberg Bass Institute’s findings on how brands grow involves intersecting brand creation with brand protection. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner. Visit brandtuned.com/podcast for transcripts and show notes. To appear on the podcast submit your suggested topic explaining why you would be a suitable guest to info@brandtuned.com

    Differentiation and Positioning for Small Businesses

    Differentiation and Positioning for Small Businesses

    In this episode, we discuss positioning and differentiation with Johnny Molson a marketing consultant and strategist with Wizard of Ads who helps small businesses to build custom marketing strategies. 

    We consider the difference between niching, positioning, differentiation and distinctiveness, including the challenge of becoming known.  Trying to become known for one thing rather than three things makes it more possible to be remembered in the marketplace.  

    The episode touches on:
    The need to test the market to decide how to position your brand.Difference between differentiation and positioning with examplesHow to get your desired perception into the consumer's mindSocial media – is it worth doing in terms of building a brand? View the podcast transcript here
    Linkedin: Johnny Molson
    Twitter: @disruptingads
    Book: Campaign-O-Matic!
    wizardofads.org & molsonpartners.com
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 38 min
    Lee Salz - Sales Differentiation Strategy

    Lee Salz - Sales Differentiation Strategy

    Lee Salz is the Founder and CEO of Sales Architects where he helps clients develop processes to hire the right salespeople, effectively onboard them and align their sales activities with business objectives.

    In this episode,  we talk about differentiation, Lee shares his insights on two types of differentiation which are marketing differentiation and sales differentiation. He also shares why the word "unique" is one of the biggest causes of frustration in sales. This episode covers:
    Why is it important to differentiate What does a business need to do to differentiate itself and what examplesWhy the word "unique" is one of the biggest causes of frustration in salesTwo types of differentiation — marketing differentiation and sales differentiationHow to perceive meaningful value in what you're selling through an ideal client profileHow some buyers don't see an objection to prices and value a product intrinsicallyHow to work out who your target buyer isLinkedin: Lee Salz
    Twitter: @SalesArchitects
    Free tool: Target Client Profile Template
    Books: Sell Different! &  Sales Differentiation
    salesarchitects.com

    View the podcast transcript here
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 28 min
    Trailer Brand Tuned podcast

    Trailer Brand Tuned podcast

    • 2 min
    REPOST: Daniel Priestley - Building the Dent Brand

    REPOST: Daniel Priestley - Building the Dent Brand

    Daniel Priestley runs business accelerators for entrepreneurs. In this episode, he discusses the Dent rebrand, Lifestyle v. Performance boutique, and the new edition of his book Oversubscribed
    How the entrepreneurial revolution shifts people to earn money through entrepreneurship and starting and growing their own businesses as the Industrial Revolution changed the way we live and work.Why visual identity has to work harmoniously with the rest of the brand identity and has to be simple and cleanWhat happens when you nail your vision and its simple, the clear message becomes a turning point for your businessHow having a strong culture and vision allows you to attract the right kind of people when you’re recruiting talent.Why Daniel incentivises new hires to leave quickly if they discover his company isn’t a good fit for them What presidential elections can teach you about the evolution of marketingDaniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020The two main successful business variations are Lifestyle Boutique. 3 - 12 staff, profitable and lots of fun. The second is Performance business that employs 40 to 150 staff who are a talented team, it has recurring revenues, assets and a good niche in the marketplace.How businesses are valued by various methods including benchmarking, multiples of profit and based on their brand, market position and systems like Uber for instance.Linkedin: Daniel Priestley
    Twitter: @DanielPriestley
    Instagram: @danielpriestley
    Book: Oversubscribed: How To Get People Lining Up To Do Business With You
    dent.global
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 33 min
    REPOST: David Aaker - Descriptive or Distinctive Name?

    REPOST: David Aaker - Descriptive or Distinctive Name?

    David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

    In this episode, we discuss all things brand related, in particular names. We covered:
    Why intellectual property is not included in the training of brand managersThe importance of being clear on the definition of IPThe different perspective that IP brings to namingNaming and whether descriptive names are a good choiceThe role of intellectual property in building barriers to entry against competitorsBrand equity — three things it consists inView the podcast transcript here
    LinkedIn: David Aaker
    Twitter: @DavidAaker
    davidaaker.com

    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 44 min
    REPOST: Rory Sutherland - On Brand, Advertising & More

    REPOST: Rory Sutherland - On Brand, Advertising & More

    Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.

    In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, the episodes touched on many interesting points including:
    The misunderstanding of the value of brandsThe reasons why brands might change their name and logo Situational examples when brand names can't be protectedChesterton's Fence and how it relates to Tropicana's redesignThe value in simple fame that defies logic explained by behavioural scienceThe importance of understanding what the law means by IP in terms of brandingHow plagiarism is  policed through professional shaming in the advertising industryView the podcast transcript here
    LinkedIn: Rory Sutherland
    Twitter: @rorysutherland
    Book: Transport for Humans
    www.ogilvy.com

    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 39 min

Customer Reviews

5.0 out of 5
26 Ratings

26 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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