SummaryIn this episode of the Brand Builders podcast, Tom and Preston discuss how to rethink the process of building a brand. They emphasize the importance of focusing on the things you need to be excellent at and investing your resources there. They highlight the significance of storytelling, creative content, and product differentiation. They also stress the need for a balance between short-term revenue and long-term brand building. Additionally, they discuss the allocation of resources between agencies and in-house teams for creative and media buying.TakeawaysClarify what you need to be excellent at and invest your resources there.Focus on storytelling, creative content, and product differentiation.Balance short-term revenue with long-term brand building.Consider the allocation of resources between agencies and in-house teams for creative and media buying.Chapters00:00 Introduction00:57 Rethinking the Approach to Building Chubbies08:17 Approach to Content, Creative, Storytelling, and Product26:16 Balancing Brand Building and Direct Response Marketing32:40 Short-term vs. Long-term Focus39:01 Conclusion

SummaryIn this episode of the Brand Builders Podcast, Tom and Preston continue their exploration of the book 'Kellogg on Branding.' They discuss the branding makeover of Ulta Beauty as an example of how to balance short-term performance with long-term brand building. They highlight the importance of taking the time to understand your brand and its differentiation, as well as reevaluating your communication channels. They also emphasize the need for startups to think long-term and not rush growth, as longevity and building a strong foundation are key to success. In this conversation, Tom and Preston discuss the importance of understanding your product and how it should evolve over time. They highlight the example of Hermes, which took five years for their product to gain traction and become successful. They emphasize the value of failure in the process of refining and improving a product. They also discuss the concept of brand strategy and how it should be simple and easily understood by customers. They use the examples of Ulta and McDonald's to illustrate the importance of clarity and consistency in brand messaging. Additionally, they explore the rebranding efforts of John Deere and the need for a holistic approach to brand that involves all aspects of the organization.TakeawaysBalancing short-term performance with long-term brand building is crucial for success.Taking the time to understand your brand and its differentiation is essential.Reevaluating your communication channels can lead to improved brand awareness and customer understanding.Startups should think long-term and focus on building a strong foundation for sustainable growth. Understanding your product and how it should evolve over time is crucial for long-term success.Failure is valuable because it helps you refine and improve your product.Brand strategy should be simple and easily understood by customers.Clarity and consistency in brand messaging are essential for building a strong brand.A holistic approach to brand involves all aspects of the organization and requires internal change management.Chapters00:00 Introduction and Background03:07 Lessons from Brand Leaders: Ulta Beauty11:06 Balancing Short-Term and Long-Term Goals24:47 Building a Platform for Long-Term Success26:21 The Importance of Time and Iteration29:27 The Power of Simplicity34:08 Building Partnerships and Collaboration39:41 Rebranding and Transformation50:31 Creating Exceptional Customer Experiences

SummaryIn this conversation, Preston and Thomas discuss the connection between brand building and financial results. They explore the short tenure of CMOs and the transition to Chief Revenue Officers (CROs), highlighting the importance of financial alignment for marketers. They review different methods of valuing brands, including intangible assets, balance sheet approaches, and income approaches. They also discuss the role of consulting firms in brand valuation and the potential for biased incentives. Overall, they emphasize the need for marketers to understand the financial side of their role and the strategic goal of brand building in driving profit growth. In this conversation, Preston and Tom discuss the connection between brand building, brand value, and finance. They explore the use of digital data to measure brand health and relevance, highlighting the limitations of traditional non-digital methods. They also discuss the importance of understanding financial statements and the financial feedback loop to drive sustainable increases in profit. The key takeaway is that building a brand is in service of profits and requires a reframing of its purpose.TakeawaysThe short tenure of CMOs and the transition to CROs highlight the importance of financial alignment for marketers.Different methods of valuing brands exist, but many are not actionable or accurate.Consulting firms may have biased incentives in brand valuation.Marketers need to understand the financial side of their role and the strategic goal of brand building in driving profit growth. Digital data can be used to track brand health and relevance, complementing traditional non-digital methods.Understanding financial statements and the financial feedback loop is crucial for driving sustainable increases in profit.Focusing on digital metrics alone may not fully capture brand value and should be complemented with a broader set of digital behaviors.Building a brand is ultimately in service of profits and requires a shift in perspective.Chapters00:00 Introduction and Recap of Section Two01:23 Gaining Insight About Your Brand and Quantifying Its Stature24:30 Measuring Brand Relevance and Health26:14 Digital Data and Brand Measurement30:12 Non-Purchase Behaviors and Brand Health36:10 Brackets on Metrics and Understanding the P&L

SummaryIn this episode, Tom and Preston discuss the key themes from the book 'Kellogg on Branding' and how to architect and craft a brand. They explore the importance of connecting brands to consumers' self-concepts and the primary motives that drive consumer behavior. They also discuss the principles for building strong self-brand connections, such as targeting one motive, targeting life transitions, and using the brand to compensate for threats to the self-concept. Additionally, they highlight the significance of familiarity and surprise in brand storytelling and the distinction between internal and external branding. They conclude by sharing lessons and insights from their experience at Chubbies. In this conversation, Tom and Preston discuss the importance of experimentation and brand concept in building a successful brand. They explore the idea of appealing to the internal sense of self and the illogic of fashion trends. They also delve into the power of brand storytelling and the role of advertising in driving passion and enthusiasm. The conversation concludes with a discussion on applying a systematic story process and the freedom of creative constraints.TakeawaysConnecting brands to consumers' self-concepts is crucial for building strong brands and driving customer loyalty.Understanding the primary motives that drive consumer behavior, such as coherence, agency, and communion, can help brands create meaningful connections.Targeting one motive at a time and focusing on life transitions can be effective strategies for building strong self-brand connections.Using the brand to compensate for threats to the self-concept and designing distinct brand communities can further strengthen brand connections.Familiarity and surprise are important elements in brand storytelling, and brands should aim to help customers tell their own stories through their products and experiences.Experimentation and testing are key to finding the right approach to self-brand connections and understanding what resonates with customers. Experimentation is key in brand building.Appeal to the internal sense of self to create a strong emotional connection with customers.Fashion trends can often be illogical, and brands should focus on what makes people feel good.Brand storytelling and advertising can have a positive impact on people's lives.Using story structures and archetypes can help create compelling content.Embrace creative constraints to enhance creativity and make meaningful connections.Chapters00:00 Introduction00:30 Exploring Kellogg on Branding08:40 Bringing the Brand to Life10:12 Linking Brands to Self22:33 Principles for Building Strong Self-Brand Connections27:14 The Importance of Familiarity and Surprise28:24 Internal vs External Branding29:23 Helping Customers Tell Their Story30:17 Experimentation and Lessons from Chubbies31:07 The Importance of Experimentation and Brand Concept32:17 Appealing to the Internal Sense of Self33:14 The Illogic of Fashion Trends34:26 Building Emotional Connection through Branding35:21 The Power of Brand Storytelling36:19 Using Advertising to Drive Passion and Enthusiasm37:47 Applying a Systematic Story Process41:13 The Need for Compelling and Non-Bland Storytelling42:56 Using Story Structures and Archetypes46:48 The Five-Part Story Structure49:18 The Freedom of Creative Constraints52:40 The Roadmap to Creativity and Connection53:34 Embracing the Process of Improvement

SummaryIn this episode, the hosts discuss the first section of the book 'Kellogg on Branding' and share their insights and takeaways. They cover topics such as brand positioning, leveraging brand purpose, building a brand portfolio, and the advantages of being a pioneer, fast follower, or late mover. They also emphasize the importance of testing your brand positioning statement and the power of content creation in brand building. In this conversation, Tom and Preston discuss various topics related to business positioning and branding. They explore the advancements in AI and content creation, the limitations of indirect customer interaction, and the importance of direct interaction with customers. They also discuss the challenges of defining a target market and the power of resonating with the right audience. The conversation delves into repositioning strategies and provides examples from brands like Miller Lite, Bud Light, and Apple Watch. They emphasize the significance of product in positioning and the balance between purpose and social purpose. Overall, the conversation highlights the value of the book and its insights in shaping business strategies.TakeawaysBrand positioning is crucial for building a strong brand and should be regularly evaluated and tested for clarity, credibility, and distinctiveness.Leveraging brand purpose can help differentiate your brand and create a deeper connection with customers.Building a powerful brand portfolio requires strategic decision-making and understanding the competitive landscape.Being a pioneer, fast follower, or late mover can offer different advantages depending on the market dynamics.Regularly testing and refining your brand positioning statement is essential to ensure it resonates with your target audience.Content creation is a powerful tool for brand building and can help convey your brand's story and values. Direct interaction with customers is crucial for learning and creating content that resonates with the audience.Experimentation and iteration are key to uncovering the target market and refining positioning.Product plays a significant role in positioning and brand perception.Resonating with the right audience is more important than targeting a generic or misunderstood market.Purpose is essential in branding, but it should be balanced with a focus on product and content.Chapters00:00 Chapter 1: Thinking strategically about your brand06:02 Chapter 2: Leveraging the power of brand purpose08:50 Chapter 3: Building a powerful brand portfolio12:01 Chapter 4: Pioneer, fast follower, late mover advantages34:50 Chapter 6: The power of content creation in brand building37:14 Exploring AI advancements and content creation38:17 The limitations of indirect customer interaction39:04 Learning through direct interaction with customers39:34 Uncovering target market through experimentation40:35 The importance of product and content in resonating with the audience41:34 The challenge of defining a target market42:26 The power of aspirational figures in target marketing43:25 The role of product in positioning44:19 The influence of word-of-mouth in brand perception45:17 The importance of resonating with the right audience46:42 Exploring different strategies for repositioning49:46 Repositioning examples: Miller Lite, Bud Light, and Apple Watch53:32 The significance of product in positioning55:00 The balance between purpose and social purpose56:22 The importance of focusing on what really matters01:02:47 The emotional purpose statement for a business01:03:57 The role of purpose in branding01:05:21 The value of the book and its insights

SummaryIn this episode, Preston and Tom discuss the misconceptions surrounding brand building and the importance of baseline revenue. They highlight the need to focus on immediate responses and behaviors that drive revenue, rather than relying on traditional brand marketing methods. The conversation emphasizes the value of revisiting fundamental strategies and thinking like a small business to build a more profitable and resilient brand.TakeawaysBrand building requires focusing on immediate responses and behaviors that drive revenue.Baseline revenue is essential for building a resilient and profitable brand.Revisiting fundamental strategies and thinking like a small business can lead to more effective brand building.Chapters00:00 Introduction03:00 The Earth-Shattering Misconceptions of Brand Building10:00 The Importance of Baseline Revenue20:00 The Two Roads of Brand Building28:00 The Need to Revisit Fundamentals33:00 Conclusion

SummaryIn this episode of the Brand Builders podcast, Preston Rutherford and Tom Montgomery discuss the importance of building a strong brand and transitioning from conversion-based tactics to brand building. They explain the concept of brand and its impact on business performance, highlighting the need to focus on memory structures and emotional connections with customers. The hosts also share their experiences with Chubbies Shorts and provide insights on how to build a strong brand. They emphasize the importance of measuring and evaluating behaviors, iterating and experimenting, and having patience and creativity in the brand-building process. The conversation explores the topic of optimizing marketing spend and reallocating resources.TakeawaysBuilding a strong brand is essential for long-term business success and profitability.Brand is about creating memory structures and emotional connections with customers.Transitioning from conversion-based tactics to brand building requires a shift in mindset and a focus on behaviors that represent different stages of the customer journey.Measuring and evaluating behaviors, iterating and experimenting, and having patience and creativity are key to building a strong brand. A significant portion of marketing spend is often directed towards people who are already convinced about the product.Cutting spend on bottom-of-funnel activities may not have a significant impact on the business.By reallocating resources, businesses can explore new opportunities and potentially improve overall performance.Chapters00:00Introduction and Purpose of the Podcast03:15Understanding Brand and Its Importance05:12The Impact of Brand Strength on Business Performance10:42Transitioning from Conversion-Based Tactics to Brand Building24:43How to Build a Strong Brand38:04Overcoming Fear of Transitioning to Brand Building44:15Optimizing Marketing Spend

SummaryIn this episode, Tom and Preston discuss Chapter 10 from Kellogg on branding in a hyper-connected world. They explore the topics of insights, creative, and distribution in building strong brands through advertising strategy in the online age. They emphasize the importance of understanding consumer perceptions and aligning with their motivations. They also discuss the concept of virality and how content can be shared through different channels. The episode concludes with key takeaways for brand owners to implement in their own strategies.Chapters00:00 Introduction and Overview01:25 Insights: Understanding Consumer Perceptions05:09 Creative: Building Resonant and Unique Content20:59 Distribution: Leveraging Different Channels29:49 Conclusion and Key Takeaways

SummaryThe conversation explores the difference between brand and brand marketing, emphasizing the importance of building a strong brand. It highlights the misconception that brand building requires expensive advertising campaigns and showcases how any business can build its brand authentically. The discussion also delves into the impact of behaviors on brand building and the need to measure and track these behaviors. It emphasizes the importance of understanding one's brand DNA and finding authentic ways to showcase it. The conversation concludes by discussing the financial benefits of building a resilient revenue base and reducing variability in the business.Chapters00:00 Understanding the Difference Between Brand and Brand Marketing05:29 The Misconception of Brand Building09:34 The Importance of Behaviors in Brand Building16:24 Building Capital B Brand23:00 Direct Response Marketing as a Shopping Experience29:07 The Financial Impact of Building Brand35:14 Avoiding the Pavlovian Response of Sales40:53 Building a Resilient Revenue Base

SummaryIn this episode, Tom and Preston continue their discussion on Les Binet's 'The Long and Short of It.' They explore the concept of brand response and the value of brand actions. They also discuss the evolution from share of voice to share of actions, emphasizing the importance of measuring and understanding customer behaviors. The episode concludes with a teaser for the next episode, which will delve into visualizing the interaction between short and long-term strategies.TakeawaysBrand responses are valuable actions that customers take on behalf of the brand, reinforcing memory structures and emotional connections.Measuring share of search and share of social metrics can provide valuable insights into brand performance and market share growth.The evolution from share of voice to share of actions highlights the importance of understanding and measuring customer behaviors.Tactical application: Brands should focus on understanding their share of search and leveraging the wealth of data available to gain insights into market positioning and impact.Next episode teaser: Visualizing the interaction between short and long-term strategies.Chapters00:00Introduction01:02Discussion on Dark Chocolate and Coconut Cups02:22Skepticism about Long-Term Results02:29Share of Search as a Modern Version of Share of Voice04:06Brand Activation Concept05:06Brand Response and Actions09:05Value of Brand Responses13:39Share of Search and Share of Social Metrics15:44Evolution from Share of Voice to Share of Actions19:26Tactical Application: Understanding Share of Search23:11Teaser for Next Episode: Visualizing Short and Long-Term Interactions24:04Conclusion

SummaryIn this episode of the Brand Builders Podcast, Tom and Preston discuss the paper 'The Long and The Short of It' by Les Binet and Peter Field. They explore the tension between short-term sales and long-term brand building, and the importance of finding the right balance. They discuss tactics for both short and long-term marketing, including the use of channels and creative strategies. They also delve into the concept of reduced price sensitivity and the impact of brand building on pricing. The episode concludes with a preview of the topics to be covered in the next episode.TakeawaysFinding the right balance between short-term sales and long-term brand building is crucial for success.Tactics for long-term brand building include building emotional connections, using channels that allow for storytelling, and focusing on value exchange in relationships.Tactics for short-term sales involve targeting customers who are currently in-market and using transactional messaging.Reduced price sensitivity is a sign of a strong brand, and raising prices can be a reflection of brand strength.Building a strong brand requires patience and a long-term perspective, as well as the ability to weather brand resets and iterations.Chapters00:00 Introduction00:24 Introducing 'The Long and The Short of It'01:50 Framing the Discussion03:22 The Tension Between Short and Long-Term Marketing06:12 Defining Short and Long-Term07:33 The Data Set and Methodology08:59 The Importance of Patience in Building Brands12:20 The Tension Between Short and Long-Term Marketing16:20 Tactics for Long-Term Brand Building20:25 Tactics for Short-Term Sales26:43 Reduced Price Sensitivity and Brand Building28:06 The Importance of Holding Price32:23 The Value of Going Slow and Building a Strong Brand39:06 The Importance of Brand Resets and Iterations41:38 Section 2: Share of Voice and Brand Response

In a world of change, what doesn't? When building brands, the relationship we build with our customers exists in the mind. The human brain is essentially exactly the same as it was millions of years ago. Therefore, in a sea of change, some things never do. Today we cover the 7 unchanging laws of creativity. You can apply these laws immediately at your brand, whether it be in organic content, ad content, or any of a million other things you can do to build your brand.