On Brand with Nick Westergaard

"It takes time to cultivate relationships." Mack Collier has been cultivating relationships for a long time. The social media strategist, speaker, and author has been blogging for 12 years and has hosted the Twitter chat #Blogchat since March 2009. He's also the author of the book, Think Like a Rockstar: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans. We discussed all of this and more on this week’s episode of the On Brand podcast. About Mack CollierRecognized by Forbes as one of the Top 25 Social Media Marketers in the World, Mack Collier is a social media strategist, trainer, and speaker located in Alabama that specializes in helping companies better connect with its customers via social media and digital marketing channels. His clients include businesses of all sizes, from sole proprietorships to Fortune 100 companies. Some of the companies Mack has worked with include Dell, Adobe, Paper.li, Red Lion Hotels, Club Med, and much more.Mack is a highly sought-after speaker on social media and customer-engagement topics and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Blog World and New Media Expo, Content Marketing World, and Social Media Tourism Symposium. Additionally, Mack has spoken and trained on-site with companies such as Delphi, BazaarVoice, Dell, Utica National Insurance Group and much more.Additionally, Mack’s thoughts and expertise on Marketing, Brand Advocacy and Social Media have been sought by some of the world’s most prestigious news sources, including The Wall Street Journal, Time Magazine, USA Today, CNBC, ESPN, The Washington Post, CNET and Entrepreneur Magazine. His first business book, Think Like A Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans was published in 2013 by McGraw-Hill and is an Amazon Best Seller.Episode HighlightsBREAKING NEWS – You don't have to be everywhere! "In 2008–2010, there was a social media land grab with new networks coming out almost weekly. And everybody was on them for about a week!" Mack pointed out that we only have so much time for so many tools. We have to take time and figure out what works best and when.How can brand builders today keep up with all of the shiny new things out there? "If you understand the behavior — the 'why' behind something — you can spot the trends." Forget about all of the social networks your customers are on. Instead, focus on what they're doing there. What are they getting from the experience?How can you create brand ambassadors and brand advocacy? One thing Mack pointed us to was not missing the potential ambassadors you already have, who already love you. "You have to listen first."Where to start ... "It takes time to cultivate relationships. That's why my advice is to start small and then go big if you can."What brand has made Mack smile recently? Collier shared a story on how the small town where he lives saved him from having to go to the Walmart Super Center by adding a Publix. "It's a completely different customer experience. They're just nailing the basics."To learn more, go to mackcollier.com. You can also follow #Blogchat Sunday nights at 8 PM Central 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 some new data that disproves a popular theory — specifically that Facebook is dying. In short, not so much. It’s alive and well and where most of us are getting are news. 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 Remains the Dominant Social Platform (Social Media Today). 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 some new data from Sprout Social on what behaviors customers like most from the brands they follow on social media. Hint: Think twice before getting snarky. 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 New Research Shows Consumers Prefer Help Over Witty Comebacks (Social Media Today). 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

"Brand identity helps doctors see the patient behind the condition.” Vince Parry has spent his career at the forefront of the healthcare branding industry. He has launched some of the most iconic healthcare brands, such as Lipitor, Botox, and Prozac. He has also been instrumental in transforming the way society is educated about illness and the possible options for relief. We discussed all of this and more on this week’s episode of the On Brand podcast. About Vince ParryVince Parry, a 30-year veteran of the health and wellness communications industry is the founder of the Parry Branding Group. Throughout his distinguished career, Vince has worked on many of the most well-known corporate, franchise, service, and product brands. He was previously the Chief Branding Officer at inVentiv Health, the Founder and President of Y Brand, the Founder and President of GSW NY and the Chief Creative Officer at Sudler & Hennessy.Vince has appeared on NBC Nightly News with Brian Williams and BBC radio, has been featured in Medical Marketing and Media, PharmaVoice, Pharmaceutical Executive, and MedAdNews, and guest lectures at the Rutgers Pharmaceutical MBA program on healthcare branding. He’s also the author of Identity Crisis: Health Care Branding's Hidden Problems and Proven Strategies to Solve Them.Episode HighlightsWhy is healthcare branding so different? “The big difference between consumer branding and healthcare branding is that consumer branding is a celebration of self. The new iPhone reinforces your identity. With healthcare branding, it restores your identity. It restores what an illness has taken away. It’s a protection.”Healthcare branding and storytelling. “Illness is a great drama.” That’s because it comes with an antagonist. Something else that you’re fighting against. “Take overactive bladder vs. incontinence. Overactive bladder personifies the illness.”“You can’t walk into a store and buy Lipitor.” We talked extensively about the challenge pharmaceutical marketing presents as the end-user can’t buy the product. But they can ask the physician. Vince stressed that you still need to educate the doctors on the drugs and illnesses as they don’t like being uninformed.What can other businesses learn from healthcare branding and marketing? You have to learn about your customers and asking questions is the best way to do that. “But you can’t ask direct questions like ‘How do you feel about this?’” Consumers today are informed about market research and can inadvertently skew their responses. That’s why you need to approach them in an indirect manner.What brand has made Vince smile recently? “If it’s a real smile I’d say the New York Yankees — because they’re my team, my brand.” Then Vince pointed us to more of a “shaking my head” smile at pharmaceutical brand Movantik, for their creation of the concept of opioid-induced constipation. “You mean … constipation?!?!” joked Vince.To learn more, go to parrybranding.com. 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 some new data on Snapchat's users following the growth Instagram has experienced since copying Snapchat adding a stories feature of their own. 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 Snapchat users stay loyal, but Instagram could block its growth (TechCrunch). 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

“There’s often some confusion and conflict around personal branding.” It’s true. For whatever reason, some people and companies have trouble with this concept. But in the interconnected digital age, personal interaction and influence matters more and more for brands. Barry Feldman’s new book, The Road to Recognition, provides a handy reference guide for those building new personal brands as well as seasoned personal brands. We discussed all of this and more on this week’s episode of the On Brand podcast.About Barry FeldmanBarry Feldman is a copywriter, content marketing strategist, digital marketing consultant, blogger, speaker, and podcaster. Barry is a voice of authority in personal branding, SEO, content marketing, copywriting, and social media marketing.He works with companies big and small all over the globe to plan and create content that matters, guiding clients in their efforts to drive more traffic, leads and sales via their digital marketing efforts. Barry’s “the marketer’s marketer,” providing creative direction to many of the world’s top martech brands, marketing service providers and digital media agencies.Barry publishes regularly on The Point at Feldman Creative and contributes to many of the world’s leading digital marketing publications.Episode Highlights“It can be scary to set your people free,” Barry noted while talking about concerns over personal branding. However, it’s a natural progression. Many had concerns about turning employees loose on social media. In both cases, the reward to the brand can be greater than the risk.It all started with an infographic. As Barry shared, the idea for The Road to Recognition started with an infographic he and co-author Seth Price developed on personal branding (below). However, they organized it in a unique way …The A to Z guide … Both the infographic and the book are organized alphabetically with a table of contents that leads with A is for Authenticity, B is for Blog, C is for Content and so on. Beyond being a handy organizational tool, this also makes the book easy to reference on the go. Need help with video for your personal brand? There’s a chapter on that. Need help with email? They’ve got that too.Who are some of Barry’s favorite personal brands? He mentioned Ann Handley, Michael Brenner, Brian Dean from Backlinko, and Andy Crestodina. I threw in Neil deGrasse Tyson as a favorite of mine for good measure.What brand has made Barry smile recently? Barry pointed us to Dollar Shave Club for their hard copy “Bathroom Minutes” newsletters that they send out with their shipments each month. He also smiles at Amazon for delivering exceptional customer service in spite of the size and scope of the company.To learn more, go to the Feldman Creative site or theroadtorecognition.com.As We Wrap …Before we go, I want to flip the microphone around to our community …Recently, Sean Carpenter gave us a shout on Twitter for our episode featuring Maker’s Mark Chairmen Emeritus Bill Samuels, Jr. 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. 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

“Research shows that our psychology is very similar in situations where we’re struggling with branding and marketing challenges and when we’ve crash-landed on a mountain.” Today’s marketplace is chaotic. Jonathan David Lewis, partner at McKee Wallwork + Company, calls this new normal we find ourselves in “the wild.” This is the focus of his new book, Brand vs. Wild: Building Resilient Brands for Harsh Business Environments. We chatted about survival, leadership, and how your brand can avoid walking in circles on this week’s episode of the On Brand podcast. About Jonathan David LewisThe author of Brand vs. Wild: Building Resilient Brands for Harsh Business Environments, Jonathan David Lewis is an engaging and authoritative speaker on shaping a brand that can survive—and thrive—in today’s tough, uncertain world.As partner and strategy director at McKee Wallwork + Company, Jonathan led his firm to be recognized by industry purveyor Advertising Age as a national leader in branding and marketing, winning the Southwest Small Agency of the Year, national B2B Campaign of the Year, and national Best Places to Work awards.A branding and business strategist, Jonathan honed his skills during the lean years of the Great Recession, helping brands navigate today’s unforgiving new business paradigms. Jonathan’s opinions are highly sought by numerous business and marketing publications, including Forbes, Digiday, and Advertising Age, where he explores the factors that lead to stalled growth and the principles proven to help companies navigate the ambiguities and dangers of the brand wilderness.Episode HighlightsWhat happens when we find ourselves and our businesses in this chaotic wild? “We’re overwhelmed. There are seven factors that affect business growth. Three are external — the economy, aggressive competition, and industry disruption. The other four are internal factors.” These can be especially damaging for brands today.“The wild turns brands wild.” We get erratic and inconsistent. “What used to work — things like size — are a vulnerability today. And when you’re lost, you lose your confidence and increase your fear.”What do most of us do when we’re lost in the wild? Lewis pointed us to the research of Dr. John Leach, one of the world’s leading experts on survival psychology, noting the 10-80-10 theory. This states that in survival situations, 10% are prepared, 80% are paralyzed, and 10% panic. “Fight, flight, and freeze. You see this in brands too — especially recently with United and Pepsi.”So, what do you do when you discover that you’re lost as a brand? “STOP. It’s the hardest thing to do. It’s an acronym survivalists use — Stop, Think, Observe, Plan. Take the time to orient yourself. That’s how you avoid walking in circles.”What brand has made Jonathan smile recently? “I’d have to say Carls Jr.” Lewis cited their abandonment of their previous sex-focused strategy. Go Daddy has done something similar as well, trading the axiom of “sex sells” for telling better stories about small business websites.To learn more, go to jonathandavidlewis.com and you can check out the book on Amazon. 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 social media usage statistics. Specifically the fact that Instagram now has 700 million monthly active users — more than doubling over the past two years. 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 Instagram Now Has 700 Million Monthly Users (Adweek). 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. 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

“Our brand values are up on the wall but there’s more to it. We have a very specific way of talking.” In addition to being a part of Nationwide’s Member Experience Team, Seth Sparks has a lot of the same non-branding interests as I do. In addition to talking branding, we managed to work in The West Wing, Doctor Who, and Star Trek on this week’s lively episode of the On Brand podcast.About Seth SparksSeth Sparks is a blogger, vlogger, podcaster, and aspiring author. Professionally, he’s the head of media and technology for the Member Experience Network, a private community for strategic partners of Nationwide, as well as a partnership marketing manager for national member-based organizations.Episode HighlightsHow does Nationwide share their brand culture internally? Beyond the standard style guide, Nationwide has what Seth calls, “A particular way of talking. Bullet points instead of paragraphs. Visuals instead of words. Speak simply.” While this could sound like clarity in communications the outcome creates a consistent brand across all touchpoints.Doctor Who + Branding? Yep, we went there. When you have a couple bona fide nerds on the podcast conversation can take a turn to the Whovian. We discussed how the Doctor regenerates/rebrands every few years but he’s still the Doctor. “They have their Why statement down.”So what does Seth do? I work in a small department at a giant company. His team works to develop affinity offers for member organizations. They do this by developing affinity of their own.The Member Experience Network. With so many nonprofit organizations as partners, Nationwide developed a partner network to create value for their members by teaching them about fundraising and direct mail through hosted trainings and live events. “It’s an opportunity to take something we know and do something for our members.What brand has made Seth smile recently? While an Arby’s gyro commercial made him laugh, Seth invited us to check out the Nerd Writer YouTube channel.To learn more, follow Seth on Twitter. Learn more about your ad choices. Visit megaphone.fm/adchoices

“For us, marketing meant polishing the apple. Not chasing people, letting them find you.” Over the past 59 years, quite a few people have found Maker’s Mark. The distinctive bourbon has grown from being the hobby of founder Bill Samuels, Sr. His son, Bill Samuels, Jr., led much of that growth. From their wax-dipped bottles to their brand ambassador program, Maker’s has built a brand as unique as their spirits. I couldn’t wait to discuss all of this and more with Bill on this week’s episode of the On Brand podcast.About Bill Samuels, Jr.Growing up on Distiller’s Row in Bardstown, Kentucky – son of Maker’s Mark Founder Bill Samuels, Sr. and godson of Jim Beam – Bill Samuels, Jr. has been an eyewitness to many milestones in bourbon history and has made history himself. As the current Chairman Emeritus of Maker’s Mark, Bill ran his family’s company for 35 years as President and CEO. Under his watchful eye, he followed his father’s stern but simple piece of advice for him: “don’t screw up the whisky,” which is the advice he passed on to his son Rob Samuels, Maker’s current COO.Before passing on the torch in 2011, Bill left quite a legacy which included the introduction of Maker’s first new expression, Maker’s 46, the brand’s beloved Ambassador program, and more. Bill’s current role is perfectly suited for the very first Maker’s Mark Ambassador: travel around the world, introduce Maker’s Mark and Maker’s 46 to folks and share a story or two about all of the incredible history he’s been an eyewitness to.Episode HighlightsCommercializing a hobby sounds daunting. But that’s exactly what Bill Samuels, Jr. was charged with doing. His mandate was simple — “never compromise on the spirit.” Bill Samuels, Jr. had to carefully exploit this hobby.“We hired an agency not to do advertising.” What Bill and their agency partners did instead was building on the “discovery” process. “We didn’t want to sell something that people didn’t want to buy. It had to be something you heard about from a friend.”What about those distinct dipped bottles? “Mom was a chemist and started playing around with wax.” As a patent attorney, Bill Samuels, Jr. patented the process, cementing the red wax drippings as a key brand touchpoint.And the ambassador program? “That was the mother of necessity. All of our customers previously had been in Kentucky. All of a sudden a credible source praised our product — The Wall Street Journal. That was the moment we became a national brand. Everything we did with customers was personal — 1:1.” The ambassador program helped them identify and embrace those fans who “raised their hands.”Another benefit to ambassadors … “It’s not a story you want to tell but every once in awhile you screw up.” Like when Maker’s thought the only way to answer demand was by reducing the proof the spirit. They communicated this to their ambassadors first and were met with immediate resistance. “It took Coke nine months to see what they did (with New Coke). We knew in two days.” They took immediate steps to reverse their decision, restoring the spirit to the delight of their fans. “We like to have fun with it, too.” That’s why Maker’s sends out gifts to ambassadors at the holidays.What brand has made Bill smile recently? Bill reminded us about the story of the Kentucky Bourbon Trail, a collaborative effort between competitive distilleries that’s been a big hit with tourism in the state. “Don’t try to do it all in one day,” cautioned Bill.To learn more about Bill and Maker’s Mark, check out the Maker’s Mark website. Learn more about your ad choices. Visit megaphone.fm/adchoices