On Brand with Nick Westergaard

On this week's Social Sound Bite – recorded live at the KXIC studios in Iowa City — Jerry and I discussed Facebook's latest innovation in advertising analytics: eliminating accidental clicks. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week's show.Beyond the Sound Bite Facebook says it’s removing accidental clicks from its ad network (TechCrunch). Remember, the Social Sound Bite is just the appetizer! On Mondays, we serve up a fresh new episode of the On Brand podcast. Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union. Don't miss Jason Falls, Marcus Sheridan, Melissa Agnes, Robert Rose, and more! Register now and save $100 using promo code KXIC. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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, see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week's Social Sound Bite – recorded live at the KXIC studios in Iowa City — Jerry and I discussed just how much of the online advertising apple is owned by Google and Facebook (SPOILER ALERT: about 50%.) Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week's show.Beyond the Sound Bite Tech giants eating the advertising world (Axios). Remember, the Social Sound Bite is just the appetizer! On Mondays, we serve up a fresh new episode of the On Brand podcast. Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union. Don't miss Jason Falls, Marcus Sheridan, Melissa Agnes, and more! Register now. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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, see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“Branding is finding what’s true in any organization.” Mark Viden has experience in brand advertising with lots of different types of organizations ranging from startups and financial services to his current role as Vice Preside of Brand Marketing at Dignity Health. We discussed all of this and more on this week’s episode of the On Brand podcast. About Mark VidenMark Viden is charged with building a consumer brand for Dignity Health to help drive patient and physician awareness and acquisition. He oversees brand advertising for the organization, and is responsible for developing branded experiences through sports sponsorships, pop ups, and other channels. He is also the business sponsor for Dignity Health’s consumer digital engagements, including website development, social media strategies and native content development.Prior to joining Dignity Health, Viden has held a number of marketing positions both in Boston and San Francisco. He started his career at the advertising agency, Hill Holiday, and then moved on to work in the financial services industry. He also led brand development for a boutique agency that served both startups and established brands, such as NBCi, Houghton Mifflin, and Hewlett Packard.Viden received a Bachelor of Arts degree in English from Colby College in Waterville, Maine, has served on the San Francisco board of the International Association of Business Communicators, and is an active member of the Communication Leadership Exchange.Episode HighlightsBranding as storytelling. “It’s all about telling stories — finding the stories” of the people whose lives your work touches. And health is a powerful part of people’s lives.“Patients want to tell their stories.” Recently, Dignity Health has actively sought patient’s stories, even using found footage in their videos.“Health is one of the most searched topics in Google.” That also creates a big disruption! Patients know more than ever before — even about marketing. “Consumers also more savvy today about advertising than ever before.”What’s missing in healthcare marketing today? “Authentic experiences. We want to start a movement.”What brand has made Mark smile recently? “Lyft — they’ve done a great job of positioning themselves as an irreverent counterpoint to Uber.” He also mentioned the recent Samsung ad, which paired an ostrich and a VR headset.To learn more, go to dignityhealth.org and check out their YouTube channel.As We Wrap …Before we go, I want to flip the microphone around to our community …Recently, Peter Shankman gave a shout out on Twitter to his appearance on my previous podcast, The Work Talk Show where he shared how he makes work fun. We’ll have to get you on the On Brand podcast next!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. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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. Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. Learn more. Remember – On Brand is brought to you by my new book — Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at Amazon and check out GetScrappyBook.com for special offers and extras. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“The future should be sustainable materials.” After years in finance, Hamilton Perkins discovered his new calling while shopping for a bag. A bag that he couldn’t find. This led him to found Hamilton Perkins Collection, a certified b-corp that crafts bags from recycled plastic bottles and lined with repurposed billboards. Talk about an engaging brand story! We explored all of this and more on this week's On Brand podcast. About Hamilton PerkinsHamilton Perkins is the founder and President of Hamilton Perkins Collection, an e-commerce retailer, offering designer travel bags at an affordable price, while holding the highest standards of social and environmental performance, accountability, and transparency.Hamilton Perkins Collection has been featured in Forbes, Fast Company, The Washington Post, and Money Magazine. Hamilton Perkins Collection has hosted trunk shows at Bloomingdale’s and was the winner of the 2016 Virginia Velocity Tour business pitch competition hosted by the Governor of the Commonwealth of Virginia.Prior to starting Hamilton Perkins Collection, Hamilton was an Investment Advisor at Merrill Lynch and, earlier, worked as an Analyst at Bank of America. He has also served in a leadership capacity with various non-profit organizations and has been recognized for his volunteer work and service hours assisting low-income populations. Hamilton is also a contributing blogger for The Huffington Post.Episode Highlights“It started with a personal problem, really.” The story of the founding of Hamilton Perkins Collection starts with the founder. “I was looking for a bag that I couldn’t find. I realized I was going to have to create it.”“I’ve always had an aesthetic.” While he worked in finance, Hamilton was always into fashion and design. “My background played into that. I’d also seen all of the waste in packaging and materials.” There had to be a better way!“The future should be made of sustainable materials.” That’s why Hamilton Perkins Collection uses recycled bottles, vinyl, and billboard in their bags. The bags are also cut and sewn in Hatai.What’s the biggest brand problem Hamilton Perkins Collection faces? “Style with a purpose can be hard to communicate.” A big focus of Hamilton’s work is stressing that people can have fashionable bags from sustainable sourcing.To learn more, go to hamiltonperkins.com, where guests of the show can save using promo code on brand. Thanks, Hamilton!As We Wrap …Before we go, I want to flip the microphone around to our community …Recently, Joe Morris gave us a shout on Twitter for our episode featuring Michael Brenner.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. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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. Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. Learn more. Remember – On Brand is brought to you by my new book — Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at Amazon and check out GetScrappyBook.com for special offers and extras. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week’s Social Sound Bite – recorded live at the KXIC studios in Iowa City — Jerry and I discussed what’s most important for customers when it comes to your brand experience. Top Gun themed hint: your customers have a need for speed. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week’s show. Beyond the Sound Bite People’s Most Important Customer Experience Attribute Isn’t Changing (MarketingCharts). Remember, the Social Sound Bite is just the appetizer! On Monday morning we’ll serve up a fresh new episode of the On Brand Podcast. Register now and SAVE for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union. Learn more. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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, see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“We create experiences that touch the heart.” In our increasingly digital world, it may surprise some to learn that creating engaging physical experiences for brands is still a priority for marketing leaders. Christian Lachel is an architect of these experiences through his work at BRC Imagination Arts creating “homes” for brands like Ford and Jameson. We explored all of this and more on this week’s On Brand podcast. About Christian LachelChristian Lachel is a world-renowned expert at turning brands into destinations. He’s an accomplished creative director and storyteller who brings creativity, design expertise, business acumen and strategic direction to BRC Imagination Arts. Christian creates emotional experiences that help guests gain a deeper appreciation of themselves and the world. He has done this for some of the top destinations in the world, including The Heineken Experience, The Guinness Storehouse, The Ford Rouge Factory Tour, The World of Coca-Cola and Story Garden by AMOREPACIFIC.Episode HighlightsWhat is a brand experience? If you need a lesson in brand experience 101, “It’s the spiritual home of a brand — these brand homes are really popular as they create places that celebrate the brand and the stories they bring to life.”Experience isn’t easy. “I see a lot of neat ideas in the space but do they resonate with their audience? Do they deepen advocacy? It’s not just putting your logo on a big tent at Coachella. It’s a common struggle, connecting the brand to experience.”The key to brand experience at BRC Imagination Arts. “We have a saying — the best brands celebrate the world of the audience.” If your brand has a story, you have to find how those stories connect with the values of your audience. Once you understand that, you can start to create what Lachel calls “brand souvenirs.”What brand experience does Christian love talking about? Originally from the Chicago area, Lachel had the opportunity to be a part of the team that created the Lincoln Library and Museum in Springfield, a spiritual home for the Lincoln brand. “My favorite part of any project is waiting for people to come through and seeing their faces.”What brand has made Christian smile recently? Lachel pointed us to a German ad for Volkswagen featuring horses backing up an SUV. He laughed so hard at the spot he got weird looks on the plane! More importantly, it tapped into that “sense of wit” that has been such an enduring part of the Volkswagen brand.To learn more, go to brcweb.com.As We Wrap …Before we go, I want to flip the microphone around to our community …Recently, Kerry Gorgone gave us a shout on Twitter for our episode featuring Mack Collier. 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. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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. Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. Learn more. Remember – On Brand is brought to you by my new book — Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at Amazon and check out GetScrappyBook.com for special offers and extras. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“As marketing leaders, we have to give up control.” As CEO of Marketing Insider Group, author Michael Brenner knows a thing or two about marketing and leadership. With a career ranging from startups to SAP and Nielsen, Brenner helps organizations understand how they can build a better brand by answering the tough questions on strategy and leadership. We discussed all of this and more on this week’s episode of the On Brand podcast. About Michael BrennerMichael Brenner is a globally-recognized keynote speaker, author and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and by Forbes as a top CMO Influencer.Episode HighlightsWhat big issue to marketing leaders face today? “I sense a lot of fear. Coca-Cola got rid of their CMO role recently. I joke sometimes that marketing has a marketing problem. We do better through leadership and innovation. And innovation doesn’t always come from the marketing department.”Mind = Blown. “Can I blow your mind for a second? As marketing leaders, we have to give up control.” Because human interaction is so important in brand building today, “We’re seeing HR become the new marketing department.” Your employees are the best way to tap into your customers.Speaking of your employees … “The average employee has 10 times as many connections as any brand. Plus, 3% of your employees are responsible for 30% of your website traffic.” What happens when you amplify this?Michael’s NPS for employee engagement. Everyone knows the Net Promoter Score or NPS. Well, Brenner has developed something similar to offer insight on employee engagement. “You have to ask employees if they feel that their ideas are encouraged. There’s a 100% correlation between employees having their ideas heard and having more loyal customers.”What brand has made Michael smile recently? “Amazon has changed my life.” Whether it’s delivering toilet paper to his house with four kids (as someone with five kids, I understand paper consumption) or helping his mom find an iPhone case, Amazon makes Michael — and many of us — smile on a regular basis.To learn more, go to the Marketing Insider Group website or follow Michael 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. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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. Register now and SAVE for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. Learn more. Remember – On Brand is brought to you by my new book — Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at Amazon and check out GetScrappyBook.com for special offers and extras. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“You have to be able to let go.” As brand builders, we’re used to being in control of our brands. But that’s something we have to get over today. Our brands are owned not by us — but by our community. Nicole Ertas knows this. That’s why she helps companies like Wrigley, Johnson & Johnson, and General Mills become what she calls “Free Range Brands.” This is also the focus of her new book. We spoke about all of this and more on this week’s On Brand podcast.About Nicole ErtasNicole Ertas is a recognized global brand strategist, best-selling author, and speaker who has helped build many of the world’s finest and most powerful brands. Her thinking has been embraced by companies such as Beam Suntory, Wrigley, SC Johnson, Mike’s Hard Lemonade, Johnson & Johnson, General Mills, Con Agra, Kraft, and Nestle.Nicole’s success in global innovation and brand leadership gained her recognition in Forbes, The New York Times and selected to be one of Crain’s Chicago “40 Under 40.”Based in Chicago, she and her team transform brands and cultures and train business teams to become Free Range Thinkers to thrive in the age of unpredictability.Free Range Brands is available on Amazon or you can sign up for free tips and tricks on how to Build a Free Range Brand at www.freerangebrands.com.Episode HighlightsSo what is a Free Range Thinker and a Free Range Brand? “It’s preparing for unpredictability. You have to be able to let go today.” We’re not in control of the ecosystem in which our brands exist today. “The old way simply isn’t working anymore.”How do you create a Free Range Brand? “There are two very distinct objectives — authenticity and relevancy. And sometimes these are at odds with each other as authenticity is very static. Today you also have to be a part of what’s going on in the world around you.”So who is an example of a Free Range Brand? “To see this you can ask yourself, ‘Who is the hero of the (brand) story?’” Traditionally, it’s been the brand. Not so, anymore. “You have to make your community the hero of your story.” Ertas advises brands to create multiple “entry points” for accessing the brand story.Taco Bell is a Free Range Brand. They’ve used their 7,000 stores to create a “cult of food.” They understand something else that’s important for brands to have — a brand purpose.What brand has made Nicole smile recently? “Dollar Shave Club’s ‘Butter Safe Than Sorry’ campaign. I love brands that are spot on with who they are. There are some … suggestive fruit arrangements.” You can see for yourself below.To learn more, go to freerangebrands.com or follow @freerangebrands on Twitter. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week's Social Sound Bite – recorded live at the KXIC studios in Iowa City — Jerry and I discussed the latest on how marketers are using social media. While many rate it as effective, most marketers aren't confident in their ROI measurement. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week's show.Beyond the Sound Bite Social Media Trends: Which Platforms and Content Types Are Gaining Favor? (MarketingCharts). Remember, the Social Sound Bite is just the appetizer! On Monday morning we'll serve up a fresh new episode of the On Brand Podcast. Register now and SAVE for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union. Learn more. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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, see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week's Social Sound Bite – recorded live at the KXIC studios in Iowa City — Jerry and I discussed several new and emerging trends from Kleiner Perkins' Mary Meeker in her annual report of Internet Trends. Listen for the full sound bite and enjoy these useful links to the news, trends, and tips included in this week's show.Beyond the Sound Bite Check out the full report — Internet Trends 2017 (Kleiner Perkins). Remember, the Social Sound Bite is just the appetizer! On Monday morning we'll serve up a fresh new episode of the On Brand Podcast. Register now and SAVE for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union. Learn more. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes 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, see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices