On Brand with Nick Westergaard
The On Brand podcast helps you tell stronger stories and build better brands. Each week host Nick Westergaard, author of Brand Now and Get Scrappy, interviews marketing and communication thought leaders or those working for innovative brands like Adobe, Ben & Jerry’s, HBO, Mastercard, Maker’s Mark, the Minnesota Vikings, Salesforce, and Whole Foods. For show notes and more, please visit http://onbrandpodcast.com.
251
Why You Should Market to Mindstates with Will L...
“The science is just sitting out there in academia.” That’s why consultant, educator, and author Will Leach decided to package it up in a revolutionary new book. Marketing to Mindstates is about looking beyond traditional market...
27 min
252
The Best Marketing Tool You're Currently Overlo...
“Webinars are a fundamental campaign we’re overlooking.” As Todd Earwood said that in the first few minutes of our interview it rung true. Webinars are a powerful direct marketing tool and yet we overlook them in favor of shinier new things like...
26 min
253
The Laws of Brand Storytelling with Ekaterina W...
"Stop being Switzerland!” This could sound like vague advice but it's so important today. Translated it means that your brand can’t be neutral anymore. There’s so much noise you have to stand out. To help, marketers and serial co-authors...
31 min
254
The Future of Branded Video with Wistia Founder...
“You’re going to get judged by your video.” If this quote scares you, you’ll want to listen to this week’s episode. With 80% of online content set to be video by 2019 more brands are pushing into the space. However, many are afraid of...
32 min
255
Creating Talk Triggers for Your Brand with Jay ...
“Word of mouth influences 50% of all purchases yet no one has a strategy for it.” Ask any business what drives the most leads and sales and the answer is almost universally — word of mouth. Yet, as Jay Baer notes, we leave it largely to chance....
34 min
256
The Next Evolution of Branding with Mona Amodeo
“It’s no longer enough to sell the sizzle. Customers today want to know what’s behind it — what the brand stands for.” While many (mis)categorize branding as simply a logo or a department or responsibility within the marketing department,...
33 min
257
What It Means to Be an Everywhere Brand with Je...
"Consumers deserve perfect info about businesses everywhere. We can all agree on that." Going out of the gate, Jeff Rohrs reminded us of what's at stake with all of the information about businesses online. As Chief Marketing Officer at Yext, Rohrs is...
33 min
258
Why Data Is Critical to Building Customer Loyal...
“If you don’t care about having a lifelong relationship with your customers then keep doing what you’re doing.” But if you want to understand the customer journey and build that relationship, you have to understand the data behind it. Kevin...
28 min
259
Crafting Brand Stories That Sell with Amber Wil...
Who are you? Why do you exist? Why should people care? Amber Williams, founder and brand strategist at Punkyflair, helps brand builders answer these top-of-mind questions day in and day out. We discussed all of this and more on this week’s...
30 min
260
How to Turn an Entrepreneur’s Voice into Brand ...
“I joke that I’m good at impressions — you have to do voices.” Why would a marketer need to be good at doing impressions? As founder of Cobblestone Creative Co, Kate Boyd uses this skill to help mirror the voices of the solopreneurs she serves...
26 min
261
Marty Neumeier Scrambles Up Business Books and ...
“A story lets you address problems in a very human way.” While traditional business books, textbooks, and case studies help us learn key concepts, they often miss what’s going on behind the scenes. The story arc or narrative. This week, author,...
34 min
262
Exploring the New Reality of Brand Building wit...
“Content is expanding — it’s shifting. It used to be 2D and flat.” Now we have VR, AR, MR, and XR. What’s a marketer to do? Luckily, we can get this entire world demystified for us by extended reality expert and futurist Cathy Hackl on this...
28 min
263
Building a Long-Term Legacy for Your Brand with...
“Brands that endure have long-term ambitions. They make a durable difference.” When it comes to celebrating your brand’s legacy, age is relative. In some industries it’s a benefit while others are looking for the latest, greatest thing. But...
28 min
264
Discussing Dynamic Brands with Luke Beatty
“Brands today are more dynamic than ever before. We need to keep the idea of brand from being esoteric." And we need better tools for managing and measuring brand impact across platforms. That’s exactly what Luke Beatty does as CEO at Brandfolder....
28 min
265
The Architecture of Building Brand Intimacy wit...
“Brands aren’t logos or static concepts. They’re value systems.” Mario Natarelli has branded everything. From Fortune 500 companies to entire countries. Regardless of how different the individual clients may be, the frameworks remain the same....
28 min
266
Making Sense of Advertising’s Existential Crisi...
“Everything is an ad.” At times it seems as though our industry is in the midst of an existential crisis. Who are we? What do we really do? Are branding, marketing, and advertising still the best descriptors? Kevin Kelly, President and Founder of...
30 min
267
The Secret Sauce to Personal Branding with Phil...
“The only exciting thing celebrity has is the privilege of platform.” To build something from this privilege, you need to understand your personal brand. Show business and personal branding are two topics Phil Pallen is uniquely qualified to talk...
29 min
268
Branding Luxury Real Estate with Matthew Leone
“We sell the communities as much as the homes that sit in them.” Buying real estate — buying a home — is the biggest purchase many of us make. Who we buy from is a big decision. This is magnified even further in the high-end real-estate market...
36 min
269
Embracing Design Thinking for Your Brand with J...
“Many have seen a TED talk about design thinking but they don’t know what’s next — what it looks like.” This week on the On Brand podcast we unpacked design thinking, magical experiences, Nordic design, and how to criticize creative work...
27 min
270
Asking for Help and Reinforcements for Your Bra...
“We all need help. We all need to move people. But we’re reluctant to ask.” While it may not seem related to branding and marketing, the social sciences of motivation and influence underly everything we do. That’s why I couldn’t wait to...
33 min
271
How Brands Can Get Ahead of the Creative Curve ...
“Everyone is so stressed out. All of the marketers I talk to. There are so many channels and so many reports to prove our existential existence!” What’s an overwhelmed marketer to do? Allen Gannett is founder and CEO of TrackMaven, a company...
27 min
272
Crafting Your Brand’s Signature Story with Davi...
"Digital is content, content is stories." Listeners of the podcast know that I am a big fan of storytelling as a brand building tool. And I'm not alone. David Aaker has had a storied career in branding and marketing, as both an academic at UC Berkeley...
32 min
273
Why Brands Have to Take a Stand to Stand Out To...
"Why is our industry slow to adapt? Because the way we've done things had always worked ..." Until it didn't. While technology has changed the marketing and PR industry significantly, we're also at a cultural inflection point. People are demanding...
27 min
274
Brand Storytelling at the Santa Barbara Zoo wit...
“Every animal has a story to tell.” And we didn’t even get to them all! But we tried. This week I chatted with Dean Noble, Director of Marketing of the Santa Barbara Zoo. With a diverse background including the movie business, improv comedy, and...
34 min
275
Mastering Your Brand’s Verbal Identity with Al ...
“The CMO for a medium-sized brand is responsible for more words than the editor of a newspaper.” Words matter. And, to this very point, there are a lot of them in the crowded, digital world we find ourselves in. How can you develop a consistent...
31 min