Understanding Brand Strategy with Mark Di Somma

“The expression of your brand strategy should excite the customer.” For Mark Di Somma, brand strategy is as much a creative process as a logical one. It’s about making decisions that enable a brand to change how it’s valued by the people who buy its products and by those who work so hard from the inside to bring the brand to life. It’s about being interesting and staying interesting in a world where attention quickly flags. I couldn’t wait to discuss all of this on this week’s On Brand podcast.

About Mark Di Somma

Mark Di Somma works alongside brand owners and communicators to define, articulate, and elevate the competitive value of their brands at critical moments of change. For Mark, brand is a lens – a very powerful lens – through which to look at how competitive a business is, how well a brand culture works and why people will choose to pay above the market rate for your products.

Di Somma started working in advertising, direct marketing, and the design industry as a writer and creative consultant. Today he works on projects for companies of all sizes, in situations ranging from start-up to revival and rescue. He was part of the team that defined New Zealand’s national tourism branding. He rewrote the brand language of Vodafone. He led a creative team that completely rewrote every aspect of AAPT’s customer contact programme in Australia. He was a founding contributor to, and later editor of, the global brand reference site All About Branding.

Di Somma regularly shares his thinking and learnings on his blog Upheavals, on platforms such as Branding Strategy Insider and as a brand strategy keynote speaker at conferences.

As We Wrap …

Before we go, I want to flip the microphone around to our community …

Our friends over at Blab who liked our recent episode featuring social video expert Brian Fanzo. Thanks for listening!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

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Until next week, I’ll see you on the Internet!

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