Let's talk branding

LTB S2 012 Graham Robertson - Beloved brands

Episode Summary

In this episode I talk with Graham Robertson, author of the awesome book 'beloved brands' and over 20 years of experience at companies such as Coca-Cola, Johnson and Johnson, General Mills,… He knows his stuff. We talk about the rise of smaller brands, learning about your consumer, finding your brand purpose, mc-donalds, nike and much more.

Episode Notes

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Change the pace of your thinking.

In this episode I talk with Graham Robertson, author of the awesome book 'beloved brands' and over 20 years of experience at companies such as Coca-Cola, Johnson and Johnson, General Mills,… He knows his stuff. We talk about the rise of smaller brands, learning about your consumer, finding brand purpose, Mc-donalds, Nike and much more.

We talk about:

His amazing book ‘beloved brands’

The rise of small and mid-size brands or ‘craft' brands as Graham calls them

Nike’s recent campaign

How smaller agencies can play a new role in this world

Strategy is ‘thinking slow’. Execution is thinking fast

Narrowing down your target audience and explaining that to your client

The difference between the ‘selling target’ and the actual target audience

Strategy for startups

See what sticks and stick to what sticks

You can connect with Graham on his Linkedin or website.

I'd appreciate it if you could rate the podcast on itunes. It will help me in reaching other designers.

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