In this episode of the Brand Tuned podcast, we welcome Paul Fernandez, CEO of The Growth Guys, to discuss the journey of starting and branding his growth marketing company during the pandemic. Paul shares insights from his past experiences, the challenges of defining and living up to a brand promise, and the importance of adapting branding strategies as a business evolves.

This episode shares an interesting point of view of branding through experiences including:

• An Agency That Delivers Results

• A Brand Is What Customers Tell You

• Developing The Visual Identity

• Creating A Team Culture

• The Perspective on Branding Over Time

  How The Market Perceives Your Brand

Website: The Growth Guys LinkedIn: Paul Fernandez

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In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand.

Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023.

Among other things, we discuss:

• that brands can no longer just sell products. They must aim to be transformative for people and the world they live in.
• That brands are no longer in control of the narrative, so they must harness the power of the community and make a greater and more sustainable one.
• the importance of noticing what existing brands are offering the market. Then consider creating something new and unique to offer in the category.
• creating your market positioning.
• The trick is really to understand your audience and get a deep understanding of the market.
• three Dimensions of Brand Transformation
• What is Programmed Obsolescence?
• How to Create a Transformative Brand
• Understanding Trends in the Society

www.emmanuelprobst.com
Twitter: @Emmanuelprobst
Linkedin Emmanuel Probst

Resources mentioned on the podcast
Brand Hacks
Assemblage - The Art and Science of Brand Transformation
marketingweek.com
adage.com
adweek.com
mediapost.com
Challenger Project - Eat Big Fish
Financial Insights at Ipsos.com

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Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode.

The questions answered in this episode include:

• What are the different ways I can protect my brand?
• Do I need international protection or is UK protection enough?
• How do I explain to graphic designers I work with the importance of checking they are not infringing on anyone's IP?
• How can you be sure that graphic designers you work with hand over the rights to all the assets they create? How can you be sure they have done this fully?
• What do you regard as the best branding campaign(s) of all time? And why?
• Do you think the Internet is actually effective for brand building?
  
  

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