Blog Archives
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.
CATEGORIES:
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…
CATEGORIES:
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.
CATEGORIES:
On The Branding Lab Podcast
What branding means to me, today, and everything about the key learnings of my second book, Bigger Than This.
CATEGORIES:
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.
CATEGORIES:
Trends in branding?
I discuss which areas of branding require continuous ‘Zeitgeist adjusting’ and which should remain timeless.
CATEGORIES:
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.
CATEGORIES:
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
CATEGORIES:
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?
CATEGORIES:
How to differentiate and position your brand
A Lesson In Positioning…on the hand of Planet Fitness, one of my case studies from Bigger Than This
CATEGORIES:
The Post Host
Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
JUST RELEASED
Key branding lessons to save time and money while winning hearts and minds.
CRITICALLY ACCLAIMED
How to turn any venture into an admired brand
THE #1 BESTSELLER
How to Launch a Brand