The perception of the Detroit Lions have totally changed over the course of the last few years, and they didn't have to change the logo or make any tweaks to the colors etc.

Ferrari and Lewis Hamilton just dropped some heat on social media...

topics discussed:

• Context/My story
• Who should/shouldn’t start a podcast
• Why I started a podcast
• Types of Podcasts
• Podcast as a hobby vs business
• Branding Deep Dive Pivot

Today we’re talking to Brian Rafferty. Brian is the Global Director of Business Analytics and Insights at Siegel+Gale. Siegel+Gale is a global brand experience firm. They partner with the world’s leading corporations, nonprofits and government organizations to build brand experiences that are remarkably clear and unexpectedly fresh. In other words, simple. For 10 years they’ve released an annual report on the World’s Simplest brands. This year’s report surveys over 15,000 consumers in 9 countries, across 25 industries, covering over 800 brands in total.

In this episode we dive deep into the world’s simplest brands report, why its so important to keep your brand simple, how big corporations with multiple business units like google and amazon stay simple, why Apple never really does well on the world simplest brand reports, how to strike the balance between digital experiences and human experiences, and much more.

If you feel like your brand is way too complicated for your consumers, you’ve come to the right place.

Key Lessons:

1. Simplicity pays - since 2009 a stock portfolio of the publicly traded simplest brands in the global top 10 has outperformed major indexes by 1600%
2. You don’t need fancy design to be simple, you need to make it easy for your consumers to understand what your promise is and then to over deliver on that promise. The reason apple doesn’t rank highly is because people have high expectations of simplicity from apple and they don’t always live up to that promise.

Links:

• Siegel+Gale
• World's Simplest Brands Report
• Siegel+Gale Linkedin
• Siegel+Gale Instagram

Today we’re talking to Dr. Aaron Ahuvia. Dr. Ahuvia is the brand love guy. He’s is the Czarnecki Endowed Professor of Marketing at the University of Michigan-Dearborn and a popular keynote speaker. He is the world’s leading expert on brand love, a topic of rapidly growing interest among companies looking for long-term customer relationships. His book, The Things We Love, explains the psychology behind brand love, and it has been named by Amazon as one of the best 20 business books for 2022. Dr. Ahuvia conducted the first scientific studies of brand love some 30 years ago and continues to lead research on this topic. A Stanford University study ranked him in the top 2% of all scientists worldwide, and he has hundreds of press appearances, including being a guest on the Oprah Winfrey Show. Dr. Ahuvia works regularly with Google and has spoken about brand love at leading companies, including L'Oréal, Samsung, Maybelline, Procter & Gamble, Audi, General Motors, Microsoft, Ford, GfK Market Research, and many others.

In this episode we dive deep into why we love brands, techniques for actually making people love our brand, his perspective on how Apple develops brand love, and much more.

If you want your customers to fall in love with your brand, this episode is a must listen.

Key Lessons:

1. If you want to get people to love your brand, you need to employ personification
2. If you want to develop brand love, you have to get serious about it. Start measuring it.

Links:

• Website: https://brandlovecentral.com/
• Book: https://brandlovecentral.com/book/
• U of M Dearborn Marketing Program: https://umdearborn.edu/cob/graduate-programs/degree-programs/ms-marketing

Subscribe to the YouTube Channel: https://www.youtube.com/@brandingdeepdive?sub_confirmation=1

Today we’re talking to Valentin Radu. Valentin is a Customer Value Optimization evangelist and international speaker, defining a new category and helping retailers grow.

He’s the CEO & Founder of Omniconvert. Omniconvert helps eCommerce companies find hidden gems in their data, improve Customer Lifetime Value and Customer Retention & deliver personalized customer experiences across all channels.

He’s also written a book about customer lifetime value called The CLV Revolution coming out on September 20th

In this episode we dive deep into what customer lifetime value and customer value optimization is, why the old methods of spending unlimited money on customer acquisition doesn’t work anymore, how to actually improve your customer lifetime value, and much more.

If you have customers but can’t figure out how to make a profit, this episode is a must listen.

Key Lessons:

1. It’s not enough to simply know your customer acquisition cost, acquisition costs will always go up. In order to run a truly profitable business you need to understand how to maximize customer lifetime value.
2. Customer Value optimization is about understanding who your customers are and why they purchase your products. Understanding this, allows you to take customers from apprentice to soulmate.

Links:

• The CLV Revolution Book: https://theclvrevolution.com/
• Website: https://www.omniconvert.com/ + https://academy.omniconvert.com/
• LinkedIn: https://www.linkedin.com/in/valentinradu/

Subscribe to the YouTube Channel: https://www.youtube.com/@brandingdeepdive?sub_confirmation=1

Today we’re talking to Molly Ruland. Molly is the CEO and founder of Heartcast Media which is a digital content agency focused on creating branded content that drives revenue and creates strategic relationships. She’s an expert in the podcasting space and I really turned this whole call into a consultation for my own podcast.

In this episode we dive deep into how to monetize your content, properly placing CTAs in your content, different tools to make the content creation process easier, and much more.

If you don’t know where to start creating content or are looking to monetize your content, this episode is a must listen.


Key Lessons:

1. Your audience isn’t the only way to monetize, think about bringing on guests that can be strategic partners or potential clients. Develop a relationship, provide value, then make the ask
2. Optimize your titles for discoverability, not searchability. I put the episode numbers in my titles because I wanted my listeners to be able to go back and quickly find the episodes I was referencing, but its more important to hook new listeners with your title than it is to make it searchable for your existing listeners.

Links:

• https://www.heartcastmedia.com/
• https://www.castmagic.io/?via=heartcastmedia
• https://www.tubebuddy.com/onelovemassive

Subscribe to the YouTube Channel: https://www.youtube.com/@brandingdeepdive?sub_confirmation=1

Today we’re talking to Shachar Meron. Shachar has 20 years of experience as a branding, advertising, and marketing executive and has worked on 100+ brands, including well-known brands like TransUnion, Boeing, McDonald's, Intuit, Johnson & Johnson, Nordstrom, Cars.com, Motorola, and Abbott Labs.

He currently serves as a Partner and Creative Strategist at Bluegreen Branding, where he helps brand and marketing leaders, primarily from tech and finance companies, create brands that stand out from all the noise.

Shachar is also a Senior Lecturer who teaches advertising and brand strategy at the University of Illinois, where he also earned his BS and MS in Advertising. Over the past nine years, he has won several teaching awards.

Before life as a lecturer, he co-founded BatesMeron Design, an indie agency focused on branding and marketing, where he helped grow the business to 30 clients and $1M in billings. Shachar also founded Redacted, which became Chicago's largest copywriter association in its first year.

He is a regular contributor at Brandingmag and was a featured speaker at AMA BrandSmart - the leading conference for brand marketers in the US - in Chicago this April.

In this episode we dive deep into brand communication, running branding workshops, how to measure brand equity, and much more.

If you don’t know where to start with your company’s branding, this episode is a must listen.

Key Lessons:
1. How to measure brand equity - how much of a premium are people willing to pay for your product?
2. How to make someone a brand ambassador - think through how you’re providing value at the different phases of the customer journey

Links:
https://bluegreenbranding.com/resources/
https://bluegreenbranding.com/insights/