Let's talk branding

The brand-building podcast by Stef Hamerlinck
  • 4,9 (35)
  • MARKETING
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Let's talk branding

Discover the secrets of brand-building from world-renowned experts, and academics in marketing, branding & design together with your host Stef Hamerlinck. Let's talk branding is a no bs exploration of all things brand, known to cut through to the clutter and share unique perspectives. letstalkbranding.substack.com

  1. 11 NOV.

    Business effects of brand marketing with John James

    Show notes * John on LinkedIn * John’s Substack and other links Summary * John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics. * He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising." * John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions. * He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition. * John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms. * He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately. * His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth. * John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments. * He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    41 min

  2. 13 OCT.

    Stop listening to the customer with Adam Ferrier

    Show notes * Adam’s agency Thinkerbell * Adam’s book: Stop listening to the customer Summary * Adam Ferrier challenges the idea of being "customer-obsessed," arguing that brands lose their identity by focusing too much on consumer needs. * He believes brands should prioritize their own values and what they stand for instead of solely catering to customer demands. * Companies like Apple and IKEA are examples of successful brands that don’t always prioritize customer convenience but stick to their vision. * Ferrier suggests that modern marketing often dilutes creativity, and strong brand leadership is essential to keep a brand distinct. * He advocates for a company-wide approach to branding, where everyone, not just the marketing department, is responsible for the brand's success. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    39 min
  3. Effective brand-building with Grace Kite

    22 SEPT.

    Effective brand-building with Grace Kite

    Here are the key takeaways from the podcast: * Effectiveness in marketing: It's about ensuring that marketing efforts, particularly advertising, achieve their intended goals, whether that's awareness, behavior change, or sales. * Econometrics simplified: Econometrics uses data to determine if a marketing campaign worked by analyzing both the campaign’s direct impact and other factors (e.g. a competitor campaign) that could influence the outcome. * When to use econometrics: It's most useful for businesses with multiple marketing channels and more complex budgets but might not be necessary for very small businesses with straightforward marketing efforts. * Creativity matters: In a world with fragmented attention, compelling creative content is essential. Strong branding and creative consistency across platforms amplify marketing effectiveness. * The rise of digital: While traditional media like TV is losing its dominance, the advent of digital tools allows for more targeted, cost-effective, and immediate marketing responses, making brand-building and performance marketing work hand-in-hand. Links * Grace Kite & Magic Numbers * Grace on LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    31 min

  4. 4 SEPT.

    Is brand strategy bullsh*t?

    As a brand designer, Austin experienced a similar journey to mine, he learned about the power of brand strategy and started offering it to clients. Things were great. But on that journey towards becoming a strategist, he also noticed that some things were broken in this new ‘era’ of strategic brand designers.We explore the following topics: * Is Brand Strategy Overrated?: We dive into whether brand strategy is often overhyped, sometimes leading to boring or trendy brand identities that don't stand the test of time. * Distinctiveness is key: The key takeaway is that making your brand stand out with distinctive assets—like logos or mascots—is way more important than getting bogged down in traditional strategy stuff. * What strategy should be about: Instead of getting lost in complex strategies, we should focus on creativity and making brands that are instantly recognizable. I hope you enjoyed this conversation, please let me know in the comments how you use brand strategy (or how you avoid it 😁). I also mentioned Roel Stavorinus his book on Strategic brand design, it’s actually available in English now! Want more critical, hands-on content on brand-building? Please hit that subscribe button! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    56 min

  5. 22 JUIN

    The 5 brand religions with Kristof De Wulf

    Discover the 5 key brand religions, their core beliefs, and how they can apply to your brand. Important links * Download the white paper to take a deep dive into the 5 brand religions * Kristof on LinkedIn * The episode with Jan Verlinden (Ritchie) Creative business company One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company. That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective. They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads, and drive sales. So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    48 min

  6. 19 MAI

    How to compete in a hyper competitive market with Jan Verlinden.

    Discover the captivating marketing story of Ritchie, a Belgian lemonade brand built from strong marketing principles by entrepreneur/marketer Jan Verlinden (ex Pepsi-co). Learn how Jan leverages his experience at big brands to grow Ritchie through unexpected marketing channels and tactics to expand his market share gradually. Show notes * Jan on LinkedIn * Check out Ritchie, the amazing brand Jan is building * The book about the Ritchie story (online in Dutch) Creative business company One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company. That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective. They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads and drive sales. So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    44 min

  7. 13 MAI

    The harsh truth about online advertising with Bob Hoffman

    A deep dive into the problematic state of online advertising, from its lack of effectiveness to its societal impacts. Show notes * Find ‘Adscam’ + the free ebooks on Bob’s website * Bob on LinkedIn Creative business company One of the biggest challenges in my own career has been trying to convince business leaders that their ‘brand’ is one of the most important assets of their company. That’s why this episode is sponsored by Creative Business Company, a strategic consultancy on a mission to make brand more accountable and effective. They take the lessons they’ve learned from over a decade of experience working with big brands like Morningstar, Formula E, and Shell, and adapt them to work with smaller, fast-growing companies to help them get more attention, convert leads and drive sales. So if you’re trying to get the budget for ‘brand’, create messaging that converts, or lower your cost of acquisition, check out Creative Business Company for ideas, evidence and tools that will help you make an impact fast.  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    48 min

  8. 5 MAI

    A brand architecture masterclass with Felicia Rosenzweig

    A deep dive into brand architecture and how to use it to strengthen your brand positioning Show notes * Felicia on LinkedIn * The Morningstar case study by Creative business company Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

    44 min
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À propos

Discover the secrets of brand-building from world-renowned experts, and academics in marketing, branding & design together with your host Stef Hamerlinck. Let's talk branding is a no bs exploration of all things brand, known to cut through to the clutter and share unique perspectives. letstalkbranding.substack.com

Informations

  • Création
    The brand-building podcast by Stef Hamerlinck
  • Années d’activité
    2018 - 2024
  • Épisodes
    167
  • Classification
    Tous publics
  • Copyright
    © Stef Hamerlinck
  • Site web de l’émission
    Let's talk branding

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