Episodios

  • The 9 Myths of eCommerce Branding

    The 9 Myths of eCommerce Branding
    Nov 2 2020
    In the first ever episode, I explore the single best way to accelerate your eCommerce business: branding. Unfortunately, branding is an underused strategy in eCommerce because it’s misunderstood. Branding isn’t an expensive logo or marketing campaign. It’s a holistic strategy that guides everything you do, and gives you a shortcut to the optimal decisions for your business. Without a clear understanding of branding, most eCommerce entrepreneurs are inadvertently sabotaging their potential. So, we’re devoting our first-ever episode to helping you get out of your own way by clearing up the 9 most prevalent myths about branding in the eCommerce world. You’ll learn why branding matter more than ever online, the critical difference between branding and advertising, and why having an awesome product isn’t enough.
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    36 m
  • The History of Branding

    The History of Branding
    Nov 19 2020
    eCommerce may have changed the way we discover and buy products, but it hasn’t fundamentally changed why we buy. Today’s episode dives into the history of branding, from marking livestock to digital marketing, in order to reveal how branding has always served the same core functions: to build trust, create a unique identity, and simplify choice. Which isn’t to say the role branding plays in our lives hasn’t changed. Recognizing how branding has morphed over time reveals important insights into the role it plays today, in eCommerce. Especially because so many entrepreneurs believe branding has no place in the online market at all. In this episode, you’ll learn why branding has been a staple of human life for centuries, how it has evolved to meet our needs, and the important role it plays today in eCommerce.
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    30 m
  • What eCommerce Brands Can Learn from Apple and Nike

    What eCommerce Brands Can Learn from Apple and Nike
    Apr 1 2021
    Today, we’re taking a short vacation from our usual focus on eCommerce brand to do a deep dive into the branding strategies of Apple and Nike. As 2 of the most recognizable, and well-loved brands in the world, there are branding lessons they can demonstrate better than anyone else. And as you’ll see, there’s nothing Apple and Nike are doing with their brands that you can’t put into practice yourself, right now. Even without the war chest of resources at their disposal. The crux of their success is their ability to masterfully leverage customer emotions through branding. Although on the surface Apple and Nike appear to be very different companies, fundamentally, they both inspire fanatical devotion because they’ve built brands built on a deep empathy with customers. In today’s episode, we explore the specific branding strategies Apple and Nike are using to do this, and how you can too.
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    25 m
  • How to Brand in the Post-COVID Era Part 1

    How to Brand in the Post-COVID Era Part 1
    Apr 9 2021
    The COVID-19 pandemic has reshaped the world, including eCommerce. But the story isn’t just one of industry growth. The crisis has reshuffled consumer priorities, and their expectations have changed quickly and dramatically. To help you navigate these uncertain times, in this episode Neil brings you back to the basics of branding, and how it’s not just a marketing tool, but a core part of human perception. In fact, as you’ll see, branding plays a role in our understanding of disease and our response to it. Having a deeper understanding of the role brand plays in our lives and perception will help you strategize for this era and the post-pandemic future. Stay relevant with consumers and ensure you keep the most important thing as the most important thing: communication.
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    28 m
  • How to Brand in the Post-COVID Era Part 2

    How to Brand in the Post-COVID Era Part 2
    Apr 14 2021
    In part 2, Neil dives into the practical impact on eCommerce branding brought about by the COVID pandemic. eCommerce growth that was expected to take several years, materialized in a matter of months. Consumer expectations have followed. Now that eCommerce is a lifeline to the essentials, consumers are demanding a seamless brand experience, and their tolerance for flaws is low. So the stakes have never been higher, but in situation where the market can change on a dime, agility is the key to eCommerce survival. But what does it really take to stay agile? eCommerce entrepreneurs have to navigate a complex landscape of customer demands that includes a craving for familiarity, more customer-centric business models, and true omnichannel brand experiences. The brands that have thrived in this era have been those listening and responding to their customers in real-time. In today’s episode, Neil break down the core of an agile strategy so you can do the same.
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    28 m
  • Why Consumers Choose a Brand – According to Neuroscience

    Why Consumers Choose a Brand – According to Neuroscience
    Apr 21 2021
    Entrepreneurs can be forgiven for thinking branding is too vague and imprecise to be relevant. Digital marketing gets tangible results, while appeal to customers “emotionally” is a lot harder to measure and see. In today’s episode, we make the emotional appeal of brands a little more practical. We take a deep dive into the neuroscience behind how people choose a brand when making a purchase, and how you can apply these insights to your branding in order to make sure they choose yours. There’s nothing you need to do in order to help your customers make an “emotional decision.” As you’ll see in today’s episode, all of our decisions are emotional. Instead, the trick is to make sure you’re creating the right emotional relevance with customers to make sure your brand is their consistent first choice.
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    28 m
  • A Brand By Any Other Name – The Power of Brand Names

    A Brand By Any Other Name – The Power of Brand Names
    Apr 28 2021
    Your brand’s name is one of your most important and valuable assets, but only if it’s meaningful to your core audience. Brand names have a long list of jobs to do, from educating customers about what your brand does, to who the brand serves, what you value, and your brand purpose. The challenge of choosing a name that does all of this and creates an emotional reaction in consumers is a tall order. But as the centerpiece of your brand identity, the naming process requires extra care and thought. In today’s episode, Neil dives into the psychology behind the best brand names. Unfortunately, this psychology also includes tendencies to prefer brand names that are familiar which means you’re in danger of picking a name that will be so familiar it’s invisible. Tune in to learn how to make the psychology of brand names work for you, rather than against you.
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    25 m
  • Brand Strategy Case Study - NASCAR

    Brand Strategy Case Study - NASCAR
    May 5 2021
    In today’s episode, I present a case study of how NASCAR is using content marketing to renew their brand, and attract new fans. Although they’re not an eCommerce brand, their genuinely innovative content campaign offers many lessons for entrepreneurs. As long as you have done the work of defining your brand, there’s nothing NASCAR has done that you couldn’t adopt for yourself. So have a listen to how NASCAR took their floundering brand and renewed it for a new generation. Each element of their approach is broken down with ideas for implementation in eCommerce.
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    31 m
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