In this compilation episode, I walk you through some of the most valuable lessons I've learned from the last podcast season.  I connect the different lessons from brand builders such as Byron Sharp, Jenni Romaniuk, JP Castlin, and many more.Here's a list with all the episodes featured:<ul><li>Byron Sharp</li><li>Jenni Romaniuk</li><li>Phil Barden</li><li>Mark Pollard</li><li>Claire Stricket</li><li>Darren Coleman</li><li>Wiemer Snijders</li><li>Ryan Walman</li><li>Rory Sutherland</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here. This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Let's talk branding

Greatest hits - What I've learned so far from the podcast.

In this solo episode, I walk you through some of the most 'epic fails' in branding. Mistakes I made or I see other people in the industry make. How not to execute a branding project and how to avoid those mistakes.Here are the mistakes:<ol><li>Not getting the category cues</li><li>Generic branding</li><li>Ignoring the fame of brand assets</li><li>Trendy branding</li><li>The one sock approach</li><li>The one sock approach</li></ol>Here are some links:<ul><li><a href="https://amzn.to/32y9TdH" target="_blank">Building distinctive brand assets</a> by Jenni Romaniuk</li><li><a href="https://www.underconsideration.com/brandnew/archives/new_master_brand_for_heinz_by_jones_knowles_ritchie.php">Heinz rebrand</a></li><li><a href="https://www.designweek.co.uk/issues/25-february-3-march-2019/contemporary-redesign-for-kelloggs-looks-to-make-it-instantly-recognisable/">Kellogs rebrand</a></li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here. This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Epic fails in branding.

In this episode, we talk with writer and strategist Richie Meldrum, based in Melbourne. Richie takes us through his brand strategy process and specifically the brand workshop. Richie's thinking on brand strategy makes it very actionable and tangible.<ul><li>Richie's website: <a href="http://www.richiemeldrum.com/home/">http://www.richiemeldrum.com/home/</a></li><li>The strategy workshop.</li><li>Where it fits in the process.</li><li>Richie's blog post on workshops: <a href="http://www.richiemeldrum.com/home/project/strategyworkshopssetupandprep">http://www.richiemeldrum.com/home/project/strategyworkshopssetupandprep</a></li><li>Different exercises.</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here. This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Richie Meldrum - Strategy workshops: why, how and what?

In this episode, I give a 'crash course' on brand naming. How important is the brand name for a brand? How do we decide whether we need a new name? And how do actually craft a new brand name? Let's find out! We talk about<ul><li>The must-haves for a brand name:<ul><li>Easy to pronounce (multiple languages?)</li><li>Easy to remember (2 syllables, or simple)</li><li>Distinctive from competitors</li><li>Creates the right 'feeling'</li><li>Can be owned (legally)</li></ul></li><li>Nice to haves<ul><li>Personal history links</li><li>Key themes to explore, for example, 'mountaineering', ...</li><li>.com can be a specific need by a business owner (explore it further)</li></ul></li><li>No-go's<ul><li>Cultural sensitivities</li><li>Category cliche's (Flickr, Tumblr,...)</li></ul></li><li>Reasons to change a brand name:<ul><li>Hard to remember</li><li>Hard to pronounce or write (try googling it)</li><li>Not ownable</li><li>To generic</li><li>To literal (category)</li><li>Big shift in the company and want to signal</li></ul></li><li>Brand naming tools:<ul><li>Trademark research: <a href="https://www.tmdn.org/tmview/#/tmview">https://www.tmdn.org/tmview/#/tmview</a></li><li>Global trademark database: <a href="https://www3.wipo.int/branddb/en/">https://www3.wipo.int/branddb/en/</a></li><li>In different languages: <a href="https://www.indifferentlanguages.com/">https://www.indifferentlanguages.com/</a></li><li>Use thesaurus for synonyms and other word relations: <a href="https://www.thesaurus.com/">https://www.thesaurus.com/</a></li></ul></li><li>Interesting people on brand naming: Eli Altman's book 'Don't call it that' is a great starting point. </li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Brand naming crash course

In this episode, I talk with Jo McKinney, CEO of Burns group, a leading brand transformation, and advertising company. We talk about the value of strategy for startups and how 'startup-mentality' can help big brands grow.Show notes:<ul><li><a href="https://www.burnsgroupnyc.com/">https://www.burnsgroupnyc.com/</a></li><li>The value of strategy for startups</li><li>What startups value brand strategy</li><li>Brandinformers by Burns Group: <a href="https://www.burnsgroupnyc.com/covidbrandinformersinsights">https://www.burnsgroupnyc.com/covidbrandinformersinsights</a></li><li>Research and understanding the category</li><li>What can big brands learn from startups? </li><li>The beginners mind.</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Jo McKinney - The value of strategy for startups.

In this episode, we talk about a 'hairy' subject: "selling brand strategy". We take a look at some of the most important aspects of strategic selling: mindset, conversations, pricing, positioning, ...<ul><li><a href="https://2bobs.com/">2 bobs podcast</a></li><li><a href="https://www.winwithoutpitching.com/pricing-creativity/">Pricing creativity, a guide beyond the billable hour</a></li><li>It starts with your positioining</li><li>Slowly transition into selling strategy</li><li>Base your margin on: risk, resources, urgency, input of time and resources</li><li>Proposal elements: the challenge (or the problem - the solution - the approach - the investment - example of deliverables</li><li>Strategic selling is the opposite of selling.</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights visit the webiste here . This episode is sponsored by Holabrief, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Selling brand strategy.

In this episode, I talk with Rory Sutherland, vice chairman at Ogilvy. Rory is an expert in behavioural economics. We talk about the surprising power of ideas that don't make sense and how to build better brands.We talk about:<ul><li><a href="https://ogilvy.co.uk/">Ogilvy</a></li><li>Read this book: <a href="https://amzn.to/2YAsyV4">Alchemy, the surprising power of ideas that don't make sense.</a></li><li>Behavioural economics</li><li>Economic science</li><li>Costly signaling theory</li><li>Rory on <a href="https://twitter.com/rorysutherland">Twitter</a></li><li>Booktip: <a href="https://amzn.to/30EzWBr">The choice factory</a> by Richard Shotton</li><li>Booktip: <a href="https://amzn.to/2UJXBgd">Presuasion</a> by Robert Chaldini </li><li>Booktip: <a href="https://amzn.to/2zvNfZP">Spent</a> by Geoffrey Miller </li><li>Booktip: <a href="https://amzn.to/3hmRFn7">Thinking fast and slow</a></li><li>Booktip: <a href="https://amzn.to/2Apu0Sn">Nudge</a></li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Rory Sutherland - Behavioural economics for brand builders.

In this episode, we zoom in and out. How can we understand 'the bigger picture' and use it for the micro-level? How macro does a brand strategy need to be? How can we research both layers? How can we find relevant insights? Let's find out!We talk about:<ul><li><a href="https://www.cbinsights.com/">https://www.cbinsights.com/</a></li><li><a href="https://www.warc.com/Welcome">https://www.warc.com/Welcome</a></li><li><a href="https://www.euromonitor.com/">https://www.euromonitor.com/</a></li><li>Pollfish, Surveymonkey and Typeform</li><li>For more reading on statistics: the art of statistics by David Spiegelhalter</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Micro and macro in brand strategy.

We talk about:<ul><li>Mark's upcoming book: <a href="https://www.markpollard.net/">Strategy is your words</a></li><li>The amazing strategy community '<a href="facebook.com/groups/sweathead/">Sweatheads</a>'</li><li><a href="https://www.markpollard.net/examples-of-strategy/">The four point framework</a></li><li>"Strategy is an informed opinion about how to win"</li><li>Mark's strategy summer camp: check out the amazing course <a href="https://courses.sweathead.co/">here</a></li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Mark Pollard - Strategy is your words

We talk about:<ul><li>Wiemer's book: <a href="https://amzn.to/37An4gP">Eat your greens</a> or read the review <a href="https://www.letstalkbranding.be/home/eatyourgreens">here</a></li><li>Byron Sharp's book: <a href="https://amzn.to/2XTiaub">How brands grow</a></li><li>Survey design</li><li>The <a href="https://www.forethought.com.au/wp-content/uploads/2018/09/Forethought-Client-Briefing-The-Juster-11-point-Probability-Scale-1.pdf">Juster scale</a></li><li><a href="https://amzn.to/2X0dqB0">The art of statistics</a> by David Spiegelhalter</li><li>Looking for similarities in stead of differences</li><li>Philip Kotler, the godfather of segmentation</li><li>The link with politics </li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Wiemer Snijders - Understanding patterns

We talk about:<ul><li><a href="https://www.stinkstudios.com/">Stink Studios</a></li><li>Using strategy</li><li>Spotify year in review</li><li>Digitial creativity</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Mark Pytlik - Digital creativity for brands

We talk about:<ul><li><a href="https://gasp.agency/">Gasp! </a>The marketing agency</li><li>The <a href="https://www.slideshare.net/luciodiasribeiro/stephen-king-jwt-planning-guide-march-1974">JWT planning guide</a> by Stephen King</li><li>Giles podcast, <a href="https://gasp.agency/media/call-to-action/fredrik-hallberg">Call to action</a></li><li>Generalist vs specialist debate</li><li>The role of marketing</li><li>Media neutrality in marketing</li><li>How research can inspire tactics</li><li><a href="https://twitter.com/rorysutherland">Rory Sutherland</a></li><li><a href="https://www.britannica.com/biography/William-Bernbach">Bill Bernbach</a></li><li>Bob Hoffman, <a href="http://adcontrarian.blogspot.com/">the ad contrarian</a></li><li>Go check out <a href="https://www.isolatedtalks.com/">Isolated talks</a>, it's full of amazing talks on branding and marketing</li><li>Here's my talk</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Giles Edwards - Sensible marketing

We talk about:<ul><li>Startups vs Small business</li><li>The lean startup</li><li>MVP: Minimum Viable Product</li><li>Balancing the branding and the marketing spend</li><li>Dividing the organisations in the risk-maturity quadrant</li><li>Check out the blog post here</li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Brand strategy for startups

We talk about:<ul><li>Ryans <a href="https://twitter.com/Dr_Draper">twitter</a></li><li>Ryans book: <a href="https://amzn.to/2y34KPW">Delusions of brandeur</a></li><li><a href="https://amzn.to/2XTiaub">How brands grow</a> by Byron Sharp</li><li>Mark Ritson from <a href="https://www.marketingweek.com/">marketingweek</a></li><li>Dave Trott's <a href="https://davetrott.co.uk/">blog</a></li><li><a href="https://amzn.to/3cTPGDJ">How to write better copy</a> by Steve Harrison</li><li><a href="https://amzn.to/3eVPPs7">Ogilvy on advertising</a></li><li>George Tannenbaum's <a href="https://adaged.blogspot.com/">blog</a></li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

Ryan Wallman - Delusions of brandeur

We talk about:<ul><li>Article by Faris on Strategy: <a href="https://t.co/jeZ5Y9p7gG?amp=1">turning uncertainty into risk</a></li><li>The 9 virtues: read the article here.<ul><li>Be curious</li><li>Be patient</li><li>Listen</li><li>Be pragmatic</li><li>Excite people</li><li>Write often</li><li>Learn to present</li><li>Accept ambiguity</li></ul></li></ul>If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter <a href="https://dashboard.simplecast.com/episodes/letstalkbranding.be">here</a> . This episode is sponsored by <a href="https://www.holabrief.com/ltb">Holabrief</a>, The go-to platform  for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.

The virtues of a brand strategist.

Stef Hamerlinck is your host in this weekly show on brand strategy where I interview industry leaders in branding, design, and strategy. Get inspired and become a better brand strategist. Learn how to solve bigger problems. To get more insights on how to become a creative strategist, visit letstalkbranding.be

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Let's talk branding

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