On Brand with Nick Westergaard

“What we do in life is we solve what’s in front of us instead of what’s next.” That’s exactly how most brands have approached content marketing. The initial challenge was creating all of this content. So we focused on content creation. Now there’s too much content and people aren’t engaging with it. As CMO and Co-Founder of Uberflip, Randy Frisch helps marketers create engaging content experiences. He’s also the author of a new book with a NSFW title that we discuss on this week’s episode of the On Brand podcast.About Randy FrischRandy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience.This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also a host of Conex: The Content Experience Show podcast, which was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).Episode HighlightsWhy drop the F-bomb in a book title? Randy shared the story of how the title F#ck Content Marketing first came to him. “I was getting on a plane and I just read this article that cited data from Sirius Decisions that says that 70% of the content we create goes unused.” This is a sobering statistic. How do we get beyond just creating content? “The answer is moving to the definition of content experience.” Randy then walked us through the three key considerations: (1) Environment—where the content goes, (2) Structure—tagging to surface the right content at the right time, and (3) Engagement—how you personalize the experience. Making your brand style guide public. As I wrote about in my book Brand Now, I’m a big fan of the Uberflip style guide. Specifically, the fact that it’s posted publicly and it’s easy to access. In fact, you can access it here. Be sure to check out the section on brand voice as it states what traits “Uberflippers” should strive for and what traits they should avoid. Don’t take yourself too seriously. Beyond his playful book title, Randy stressed that they don’t take themselves seriously at Uberflip. Which is why you can’t miss them at trade shows. From their big pink booth to their headbands, Uberflip is all about standing out. He estimates they’ve sent out over 30,000 headbands. As Randy said, “If something’s stupid and working you should stick with it.” What brand has made Randy smile recently? Randy shared his experience with Peloton in a way that was very relevant to our conversation on the show.To learn more, check out Randy’s book F#ck Content Marketing, his personal website as well as the Uberflip site. You can also connect with him on LinkedIn.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“There are fifteen accepted definitions of a brand. My favorite definition is that a brand is a sum of all experiences a customer has.” As the name of the popular online platform he founded suggests, Derrick Daye is the ultimate Branding Strategy Insider. He’s worked on brand strategy for everything from EA Sports to the Statue of Liberty. We discussed all of this and more this week on the On Brand podcast.About Derrick DayeDerrick Daye has spent the past 20+ years helping organizations release the full potential of their brands. His experience is as extensive as it is diverse, encompassing the disciplines of brand strategy, advertising, sales promotion, and public relations. At The Blake Project he manages daily operations and serves in the delivery of brand stewardship services as a brand strategist and educator.Previously Derrick held rewarding leadership roles at global advertising agency leader Saatchi & Saatchi as well as at three other respected agencies. He has led the brand strategy effort for many respected brands, including Abbott, EA Sports, FootJoy, and Wyndham Hotels. In 2006 he conceptualized and launched Branding Strategy Insider to help marketing oriented leaders and professionals build strong brands. Today his vision serves 50,000+ marketers daily and is recognized by Advertising Age as the leading online resource for brand strategy and management.Episode Highlights“There are two things every brand should be thinking about — content and networks.” Derrick shared the story around the launch of Branding Strategy Insider and why it’s important to “get these ideas out into the world.”“If you’re not found, you don’t exist.” Derrick discussed the challenge agencies and brands alike face of standing out online in an increasingly noisy environment.“We’re seeing an arms race (with content).” As I frequently note here, more isn’t always better. Sometimes more is just more. “People think quantity is quality. The power of a brand lies in focus.”What about developing a brand strategy for the Statue of Liberty? “A lot of people think — why does the Statue of Liberty need help? Awareness isn’t a problem.” Derrick noted that there are 22 national monuments in the harbor that people don’t know about. Derrick worked to develop a new strategic brand positioning to address this.What brand has made Darren smile recently? “The latest campaign from Birdseye Foods for their meatless product.” It uses humor and vampires. Need we say more?To learn more, go to Branding Strategy Insider or The Blake Project. You can also connect with Derrick on LinkedIn.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“A challenger brand is defined by an ethos — a mindset. They have ambitions that outweigh their internal marketing resources. They have to outthink. They can’t outspend.” So how do you punch above your weight class? We talked about this with Door Number 3’s Prentice Howe, author of The Empowered Challenger Playbook.About Prentice HowePrentice Howe has always believed in underdogs. Now, as Owner and Chief Creative Officer of Door Number 3, a full-service advertising agency based in Austin, Texas, he’s helping brands embrace their challenger-ability and topple their giants.Specializing in challenger brands—rising brands that may not have the resources of the top dogs in their industries but do have the bold ambition to go toe-to-toe with them and steal market share—Door Number 3 is changing the face of marketing and advertising. With features in The New York Times, AdWeek, The Wall Street Journal, Inc., and Communication Arts, as well as recognition from shows like Cannes Lion and the Webby Awards, Prentice has written the book on the challenger space. Literally. An Amazon best-seller, The Empowered Challenger Playbook: How Brands Can Change the Game, Steal Market Share, and Topple Giants describes his strategies in detail and backs them up with case studies.It helps that Prentice practices what he preaches. He has fire-walked on hot coals at a Tony Robbins event, for one, a feat he credits for shaping his mind-over-matter outlook. In 2015, he made another bold move when he bought Door Number 3 from its founder, and his friend, MP Mueller. Having spent seven years as its Executive Creative Director earlier in his career, he knew the agency inside and out. As a creative person buying the company from a friend, he knew the risks, too. In fact, Door Number 3 is now one of the few agencies in the country owned solely by a creative.Episode HighlightsWhat is a challenger brand? It’s not just defined by budget. “It’s an ethos. A mindset. They can’t spend as much as the category leader so they have to do something different.” That can come down to positioning or something innovative with culture or customer service.Who are Prenctice’s favorite challenger brands? He first pointed to brands like VRBO, Uber, and Tesla. Though they’ve grown they started with the challenger mindset. However, a favorite example of a current upstart is Thinx period panties.Eric gets it. Prentice told the story of a writer he works with, Eric, who often asks, “What’s safe worth?” In an age of so much digital clutter, standing out is harder than ever. Especially for an upstart. Safe is not an option.Transfarency. How do you continue to keep your brand and your messaging up to date? As Prentice notes you have to know what your brand is about in “12 words or less.” He then pointed to Southwest Airlines new Transfarency campaign. “It’s a smart way to talk about what’s going on in the industry.”What brand has made Prentice smile recently? “I love Birddogs.com — the men’s gym shorts. They’re fostering rejection.” This brought us full circle. Birddogs is doing more than just playing it safe. They’re being bold.To learn more, go to DN3austin.com. Learn more about your ad choices. Visit megaphone.fm/adchoices

“Every company can be broken into three parts — marketing, operations, and product.” Raul Hernandez is an expert at helping business break down their marketing processes to boost both scale and impact. We discussed all of this and more this week on the On Brand podcast.About Raul HernandezRaul Hernandez helps businesses build evergreen workflows so they can scale up their business while scaling down the time it needs them. His protocol has given 7-figure coaches the scale and lifestyle they’re looking for by cutting their work time by as much as 60%. He lives in San Diego and when he’s not training for a triathlon, half-marathon or Tough Mudder—he’s either surfing or drinking a homemade cold brew coffee.Episode HighlightsTool time. “I typically look at tools last. Every task can be done by you, someone else on your team, or a machine.” You have to choose wisely who does what.What trends is Raul seeing in marketing when it comes to where we spend human time? With the emergence of AI and other new automation tools, our human time is scarce but it can also add the most impact. Where should we spend it? “Automate deliverables of lead magnets but introduce humans into the front-end interactions sooner rather than later.”What’s one question Raul would tell marketers looking to be more efficient? “What’s the greatest impact your business delivers and where can you add the most impact?”What brand has made Raul smile recently? “I think that would have to be Drip. I was talking to their customer service—to a bot—and then a human jumped in.”To learn more, go to dogoodwork.io.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“The brand has changed from goods and services to a building block of personal identity.” David Lemley knows this first hand. Twenty years ago he led the team that helped Starbucks grow from a boutique coffee shop to a brand many have cited on this show as one that makes them smile consistently. Today, at his company Retail Voodoo, he helps food and beverage brands stand out while also standing for something in the hearts and minds of those they serve. We discussed all of this and more on this week’s episode of the On Brand podcast.About David LemleyDavid Lemley helps brands become legendary. David is the President and Chief Strategist of Retail Voodoo, a U.S. based brand strategy firm l that helps specialty food and beverage brands gain market share by addressing their toughest growth challenges. Armed with a passion for ideology-driven companies and over 25 years of industry experience, David sets the standard for all research, brand strategy, brand positioning, and marketing translation for the firm. Clients include: Essentia Water, KIND Healthy Snacks, Sur la Table, and Dry Soda Company, and Alden’s Organic Ice Cream.Episode HighlightsBuilding the Starbucks brand. Twenty years ago, David led the brand team that helped transform Starbucks into a brand most interact with daily. His challenge: how does Starbucks plug into everyday life? “We started with the words, concepts, and rituals.” Today, they’re still using the toolbox David helped define. He also shared this touching story on how Starbucks continues to make a difference today.Usable tools are critical to building standout brands …“We want to write the first version of the song but we want to teach everyone to sing it. And we want everyone to scat with it.” For those new to the term ‘scatting,’ this is a form of improvised vocal jazz. David reminded us all that brand builders need to create tools that other team members can take and build and change.Marketing above and below the waterline. “Most of us spend too much time up in the tippity-top trees of social,” instead of getting down, below the waterline at the deeper issues that impact your brand such as audience, positioning, and culture.“I’m a student of marketing but I don’t yet say I’m a marketer.” David frames his life and work this way because marketing is changing rapidly. Because of this, he’s learning constantly.What brand has made Darren smile recently? Bulletproof. “They’re the bio-hacker’s spirit guide.” This is a key building block in David’s own personal identity. They also allow him to put butter and coconut oil in his coffee!To learn more, check out the Retail Voodoo website.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“Brand creates focus. It helps you prioritize. Because it’s a North Star in can help the leader allocate resources, determine how he or she should spend his or her time.” This week on the On Brand podcast, I was joined by Lindsay Pedersen, brand strategist and author of the book Forging an Ironclad Brand.About Lindsay PedersenLindsay Pedersen is the author of Forging An Ironclad Brand: A Leader’s Guide. She is a brand strategist and leadership coach who views brand as a blend of science, intuition, behavioral economics, and ancient storytelling. She developed the Ironclad Method™ while building brands with companies such as Starbucks, Clorox, Zulily, T-Mobile, IMDb, and burgeoning start-ups. Lindsay lives in Seattle with her husband and two children.Episode HighlightsBranding as a leadership tool. “Brand creates focus. It helps you prioritize. Because it’s a North Star in can help the leader allocate resources, determine how he or she should spend his or her time. Who he or she should hire.”The economic impact of brand. “Brand is the only truly sustainable differentiating factor for a business. Eventually, everything else can be copied. But you can’t copy a brand you’ve been reinforcing in peoples’ minds over time. Brand creates focus and a prioritizing mechanism for the leader and it also helps him or her create economic value by creating a competitive moat.”Demystifying storytelling for business. “I think of story as problem-solution or tension-resolution. So brand and business exist to create resolution. To take the audience from struggling with a problem to mastering a problem.”What brand has made Lindsay smile recently? “I love Trader Joe’s. When I shop at Trader Joe’s, I feel uplifted. I feel understood as a busy working mom.”To learn more, go to her book website where you can access a free workbook and follow Lindsay on Twitter.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“Excel at what you can’t control. A lot of people say ‘control what you can control.’ But I think you excel at those things that you can’t control because those are the things that are gonna keep you until you get your breakthrough.” As an “undersized and overmatched” NFL running back, Justin Forsett became an underdog fan favorite. He’s brought this same scrappiness to his work as an entrepreneur as the creator of the ShowerPill. We discussed Justin’s journey as an athlete and brand builder this week on the On Brand Podcast.About Justin ForsettJustin Forsett is an NFL Running Back and Pro Bowl Player. He was ranked #65 of the Top 100 players of 2015. He’s been described as a powerful player despite being “undersized and overmatched.” At 5’8”, Justin became an underdog fan favorite in the NFL. Drafted by the Seattle Seahawks in the 7th round in the 2008 NFL Draft, Forsett started his 9-year football career in which he played with 7 different teams.He is a podcast host on LeBron James’ UNINTERRUPTED Podcast Network, featured in Sports Illustrated, and appears in the final episode of Long Shot. Justin is a writer, sporting news contributor, and radio broadcast color analyst. Justin’s skills as an entrepreneur and inventor found him featured on ABC’s Shark Tank as the creator of the ShowerPill. Justin spends his time dedicated to helping victims of Hurricane Maria in Puerto Rico. He is an expert on leadership, overcoming adversity, and perseverance.Episode HighlightsJustin’s journey as an entrepreneur started while he was playing. “Two years after retiring, 80% of players end up bankrupt, divorced, or depressed.” Being a player became part of their identity. Justin wanted to be more than his accomplishments on the field.“Entrepreneurship is a sexy word but it’s a lot of work.” And, keep in mind, this is coming from a professional athlete. Since the brand’s launch in 2014, ShowerPill has taken off …“We found the tribe that really loves the product and really gets it. We like to say that where we win is at the point of sweat.” Carried in all Target stores, ShowerPill brand building focuses on awareness and education to define the active care space between “hustle and hygiene.”What brand has made Justin smile recently? Forsett pointed us to another innovative product — Welly. This new brand comes from Eric Ryan, founder of Method and Olly.To learn more, connect with Justin on social networks like Instagram and Twitter and head over to ShowerPill.com.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“It’s not a marketing veneer. It’s not a marketing campaign. It’s embedded in our values, our behaviors, and how we show up in the world.” Rebranding is a challenge many struggle with. But what if you’re a 75-year old category creator like ADP? This week on the On Brand podcast, I was joined by ADP Senior Vice President and Chief Marketing Officer Lorraine Barber-Miller who took us behind the scenes of their first rebrand in the company’s storied history.About Lorraine Barber-MillerLorraine Barber-Miller is an accomplished global Chief Marketing Officer recognized for building businesses and delivering exceptional financial results in both Mature and Growth Markets. Having advanced through the marketing, sales, and communications disciplines both domestically and internationally, she has led marketing transformation and entrepreneurial business building in over 100 countries globally.Currently as Senior Vice President and Chief Marketing Officer for ADP, Lorraine has global end-to-end functional and financial accountability. In this comprehensive capacity, she is responsible for full client acquisition and lifecycle marketing through all channels including digital, direct sales, inside sales, alliance partners and third-parties across all products, client segments and markets. She is also personally leading the first global reinvention of ADP’s brand in its 70-year history.Episode HighlightsHow did ADP tackle a rebrand this big? “For a rebrand to take hold, it has to be in the hearts and minds of our people. We involved all 58,000 associates. It started a beautiful conversation.” Lorraine shared how their new #WhatAreYouWorkingOn messaging “brings to life what’ve always known” about the ADP brand.“Character is behavior and behavior is culture. And culture is brand. Our associates are our best brand ambassadors.” This doesn’t happen overnight. Lorraine laid out their three-stage employee implementation process built on education, inspiration, and reinforcement.How did ADP bring this transformation to life? “We showed up at new and unexpected places like SXSW.” Lorraine shared their innovative smash-room activation as part of the event’s future world-of-work track.“We need to be brave. We need to be bold.” Lorraine shared why these values were key to ADP. “We could have remained a utility but we aspired to be a category of one.” That requires bravery.What brand has made Lorraine smile recently? “Channel — they’re enduring and consistent. That goes back to founder Coco Channel.” The focus on being chosen, wanted, and being.To learn more, connect with Lorraine on LinkedIn.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“A lot of Wall Street people think that profit is the reason for business. I say profit is the applause you get for creating a motivating environment for your people so they'll take good care of your customers.” This week, for the 200th episode of the On Brand podcast, I had the honor of interviewing another business legend. Ken Blanchard is the coauthor of 65 books from The One Minute Manager to his latest The Simple Truths of Service. We talked about his life and work this week on the show.About Ken BlanchardKen Blanchard is one of the most influential leadership experts in the world and coauthor of more than 65 books, including the groundbreaking best seller The One Minute Manager. His books have combined sales of more than 22 million copies in 42 languages. In addition to being a renowned speaker and consultant, Ken is cofounder and chief spiritual officer of The Ken Blanchard Companies, an international training and consulting firm started by Ken and his wife, Margie, in 1979. For more information about The Simple Truths of Service, please visit kenblanchardbooks.com.Episode HighlightsHow does Ken describe his body of work? “I’m a parable writer.” For those that don’t know, Ken Blanchard’s books are unique in that they discard typical business nonfiction structure and replace it with parables to reinforce key leadership and service concepts. Ken shared the story behind this during the first few minutes of the podcast.“I’m a big fan of servant leadership.” Ken shared his views on what’s important about leadership. “A lot of people think that you’re starting a religion but it’s a mindset. Are you there to serve or be served?”What’s one lesson Ken would keep if he had to throw it all away? “The second secret of The One Minute Manager — about finding someone doing something right.” Most of the time today, managers do the exact opposite. In fact, Ken constantly hears from people whose number-one success metric is whether or not they got yelled at.What about virtual teams? Ken notes that with the focus on online and virtual teams, all of this is still possible but “you have to work harder.” You have to make sure you get folks together online through Skype and other tools.What brand has made Ken smile recently? Ken shared a story about the service at Hyatt Regency La Jolla, where a committed server took a long walk out of her way to get him a glass of milk to go with his cheesecake.To learn more, go to kenblanchard.com and kenblanchardbooks.com.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“A brand story should be built on a good narrative.” Jeff Swystun has built his career helping brands tell their stories. His career alone is storied with time at DDB and Interbrand. He’s also author fo the new book Why Marketing Works. We talked about why branding, marketing, and stories work this week on the On Brand podcast.About Jeff SwystunJeff Swystun is a consulting CMO working with leading brands and brands that want to lead. Prior, Jeff was Chief Communications Officer at DDB Worldwide and Chief Marketing Officer at Interbrand. A prolific speaker and writer, Jeff has appeared at over 100 conferences in over 25 countries.He is the author of The Brand Glossary; The Brand Marketers Report; Best Global Brands; Best Canadian Brands; and Best Chinese Brands, and the new book Why Marketing Works. Over 100 publications have featured Jeff including The Wall Street Journal, Advertising Age, Fast Company, Rolling Stone, and Managing Intellectual Property. He is a marketing expert for CNBC, USA Today, Toronto Star, and BNN.Episode Highlights“The tighter the brief, the better the result.” Measuring branding and marketing efforts is a challenge. And, all too often, it’s a challenge saved for the end of the process. Jeff reminded us that goals and metrics should be baked into every good creative brief.Why do we need another marketing book? Jeff posed this very question as he considered writing a book. However, a trip to the local farmer’s market seeing vendors literally taking their wares to market served as a catalyst. This led Jeff to unearth classic marketing stories including the origins of Gillette and Nabisco, which he uses to illustrate the seven timeless principles in his new book Why Marketing Works.“Brand strategy brings business strategy to life.” Jeff shared this quote which was a staple during Jeff’s time at Interbrand. Another great quote Jeff reminded me of …“Our business is furious plagiarism,” Mark Twain once said. In the spirit of my fellow Midwesterner, I’m going to plagiarize this quote.What brand has made Jeff smile recently? “I love what LaCoste has done lately.” Jeff shared the story of how the iconic brand first broke into the American market and how they're redefining their brand in the modern era by building awareness for endangered crocodiles.To learn more, go to swystuncommunications.com.As We Wrap …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.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices