Blog Archives


EP064 – Max Johnson, Co-Founder & CEO, Awe Inspired

Max Johnson built a tremendously impactful business over the course of the last 4 years through simple necklaces that celebrate female goddesses and leaders. The brand, Awe Inspired, was born out of Max’s mother’s desire to empower fellow cancer survivors. From the journey of blindly walking into brand agencies on Madison Avenue to learning how personalization and shared values are key to the future success of their jewelry brand, Awe Inspired is exactly that: Inspiring.

 

If you were wondering if taking a political stance is the right move for your brand, or how to navigate picking up the phone to call your customers to have them help you in creating the next iteration of your offering, to thinking of your brand as an actor, this episode is full of awe-inspiring – yes, I had to go there – nuggets of brand and marketing wisdom.

 

And, who knows, you may even be moved to tears when you hear the brand story.

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EP063 – Nick Ajluni & Nick Guillen, Co-Founders, TRUFF

You must have been on a social media diet to not have stumbled upon TRUFF’s masterfully designed array of truffle-infused sauces. But TRUFF is not solely a social media sensation, you can find the brand anywhere from Whole Foods to Neiman Marcus, and from the U.S. to Australia.

 

The two Co-Founders, Nick Ajluni and Nick Guillen, have a knack for brand building and now that I have tried their products, which of course in true TRUFF fashion they immediately shipped my way after recording the interview, I can attest that this is not just hot marketing; it is one unbelievably addictive, tasty, and unique product.

 

I am thrilled to have had them on the show to share their branding and marketing secrets with you. We had tons of fun during this interview and it is an episode I would want no one to miss out on.

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Why my brand clarity workshops work so well

Over and over again, 170-or-so times so far, my brand strategy workshop positively impacts the brands I work with. I gave this magic formula some thought…

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EP062 – Edward Hartman, Co-Founder, LegalZoom

Eddie Hartman created LegalZoom 20 years ago with two friends and built it into the best-known legal brand in the United States. LegalZoom has over 4 million customers and more than half of all Americans know the brand.

 

I have been a customer for a mighty long time and having this chat with Eddie was just incredibly stimulating and rewarding. We talk about how celebrity lawyer Robert Shapiro became the face of the company, we discuss the impact of assurance and how ‘brand’ is the future promise about something you can not guarantee today, how the word ‘zoom’ used to stand for LegalZoom before the pandemic hit, and Eddie shares tons of actionable brand advice for any entrepreneur, CEO and CMO alike.

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On The Branding Lab Podcast

What branding means to me, today, and everything about the key learnings of my second book, Bigger Than This.

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EP061 – Matthew Barnett, Papa Bear, Bonjoro

In the last episode we were in Iceland, today we are in Australia, and finally, we have a B2B brand on the show again: A tech brand that is in the business of converting, retaining, and growing your customers with delightful personal video messages sent at just the right moment.

 

But Bonjoro is not your typical tech company – it has brand and culture at its heart. It is about creating customer love, and it is a weird brand, a fun brand, a brand that is not afraid to stand out, most probably more afraid to blend in.

 

Matt and I talk about the importance of branding for B2B companies, about brand copy, about creating funnels for a brand that has multiple audiences with multiple pain points, and of course, we talk about the importance of bears to Bonjoro hence Matt’s unusual title.

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Trends in branding?

I discuss which areas of branding require continuous ‘Zeitgeist adjusting’ and which should remain timeless.

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EP060 – Björn Steinar Jónsson, Founder & CEO, Saltverk

Björn Steinar Jónsson runs Saltverk, which produces hand-harvested sustainable sea salt using only energy from geothermal hot springs in the northwestern fjords of Iceland. Saltverk’s salt-making method is based on the traditional methods of the 17th-century, which means that during the entire process they leave zero carbon footprint.

 

The salt is used in many of the world’s best restaurants (great story about Noma in the interview) and it was time to sit down and talk about the concept of ‘brand’ with Björn, whose product I have been enjoying for a little while now.

 

It was a great pleasure and I hope you will enjoy Björn’s story of harvesting salt, his empathetic viewpoints on sustainability, trust, and brand purpose which should be inspirational for any brand builder, marketer, and foodie alike.

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How to bring your brand to life

And why I believe company culture is the key foundation to great branding, and how Instagram shows the true soul of a brand

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How to create the perfect brand name

The Birth of The Perfect Name
…and why I write a brand obituary as part of that process?

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