303 | Physics of Brand: How Brands Live in The Brain (w/ Dan Wallace)

Learn how to build strong brands using modern strategies and stories with the author of Building Strong Brands, Aaker on Branding and Brand Leadership, David Aaker.  👉 Learn more:⁠ ⁠https://brandmasteracademy.com/brand-master-podcast/⁠⁠  First David breaks down the difference between business strategy vs brand strategy before highlighting the evolution of branding from marketing.  Next, you’ll discover what brand awareness actually is, how small businesses can create it, and how important brand messaging is. Then David Aaker dives into stories and brand storytelling.  He explains what brand storytelling is, what a signature story is, and the process of creating a signature story for your brand.  Then you’ll learn what game-changing sub-categories are, how to create one, and David Aaker's top tips for building strong brands in modern markets.  For more brand strategy resources and downloads visit⁠ ⁠https://brandmasteracademy.com/⁠⁠

9 Mars 202249min

Learn how to create a competitive positioning strategy for your brand with this 7-step process framework   👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  By the end of this episode, you’ll know how to create a competitive positioning strategy for your brand with this 7-step process framework.  First, we’ll answer the question “What is competitive positioning?” and why most business owners and entrepreneurs overlook it.  Then you’ll discover why developing a competitive position in the market is so important in influencing whether or not your target audience buys.  Next, we’ll look at why decision-making factors are so influential when it comes to an effective competitive positioning strategy and I’ll provide you with examples of high-value buying decision factors.   Then we’ll dive into the brand strategy process steps to develop an effective positioning strategy for your own brand or a client.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/⁠

9 Mars 202210min

Learn 8 types of price segmentation with these price structure examples to increase appeal and market share.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  By the end of this episode, you’ll have 8 examples of price segmentation to use in your pricing strategy.  First, you’ll learn what price segmentation is before understanding exactly how it works with a modern segmentation example.  Next, you’ll discover the pros and cons of pricing segmentation and how the advantages and disadvantages of each strategy influence pricing structure decisions.  Then we’ll dive into the different types of pricing segmentation so you can understand how to integrate an effective price segmentation strategy for your brand.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/⁠

2 Mars 20228min

Discover how to position as an expert with expert positioning for creative agencies and freelancers from the author of “The Business Of Expertise”, David C. Baker.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  • How David C. Baker Became An Expert  • How Expert Positioning Opens Doors  • Positioning Factors For Creative Agencies • How To Build Your Expertise  • Content vs Insights  • Don’t Give Away Thinking For Free  • How To Sell Your Thinking  • How To Charge For Your Thinking  • How To Gain Authority And Control The Conversation  • Mistakes To Avoid Selling Expertise  • Question To Ask Clients To Sell Strategy  • Top 3 Tips To Position As An Expert  First, we bust the myth that expert positioning or niching to specialize, closes the door to other businesses, with practical ways to navigate it.  Next, we discuss the factors creative professionals and freelancers should consider before defining their positioning strategy.  Then we analyse the difference between selling your thinking and selling execution services and how too many agencies give brand strategy away for free.  Next, you’ll discover how to gain authority and take control of the conversation in the discovery or prospecting stage and the questions to ask clients to lead them to strategy services.  Finally, David C. Baker shares his top three tips for establishing expert positioning in modern creative and branding markets.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/⁠

24 Feb 202244min

Learn how global branding agency Johnson Banks uses strategy and design to build brands for their clients with “Branding In Five And A Half Steps Author” Michael Johnson.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  How Global Agency Johnson Banks Began Why Brand Strategy Has Become So Important Why Clients Are Demanding Strategic Work How To Find The Right Problems To Fix The Importance Of The Brand Audit The Importance Of Client Exercises The Importance Of Unifying The Leadership Team Brand Strategy Workshops Pricing Creativity (Different Models) Top Three Tips To Build A Global Agency  First, you’ll discover how Michael Johnson started the global agency Johnson Banks began in 1992 and how they found their first clients.  Next, we discuss why brand strategy has become so important and how more clients understand it and demand it.  Then you’ll discover how to find the right problems to fix using brand audits and client exercises.  Next, you’ll learn the importance of unifying the leadership team and the role of the brand strategy workshop.  Finally, we’ll cover how to price creativity using different pricing structures and the top three tips from Michael Johnson to build a global agency from scratch.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/⁠

23 Feb 202257min

Learn what price segmentation is and how brands use it to appeal to different market segments.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  By the end of this episode, you’ll know what price segmentation is and how to use it with a modern price segmentation example.  First, we’ll answer the question “What is price segmentation?” so you can understand how brands charge different market segments different prices for the same or similar products or services.  Next, we’ll take a look at an example of price segmentation with Adobe and how they offer students discounted pricing as a stepping stone to their full pricing structure.  We’ll also take a look at value-based pricing typically used in the creative services industry where agencies charge clients based on the value of the work to specific clients.  Next, you’ll discover how to develop a price segmentation strategy for your own brand with this step-by-step process.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/⁠

18 Feb 20228min

Learn how to grow your design, creative, branding, or digital marketing agency with tips, insights, and stories from Chris Do from The Futur.  👉 Learn more:⁠ ⁠https://brandmasteracademy.com/brand-master-podcast/⁠⁠  First, we’ll cover how to get started with your agency and how to get your first clients.  Next, you’ll discover the importance of networking and being nice to grow your referral base.  Then, we’ll dive into how to grow your team, delegate tasks, and scale with processes.  Next, we’ll explore marketing strategies for creative agencies and the importance of brand strategy to your clients.  Finally, Chris Do shares his top tips for creating and building an agency from scratch to success.  For more brand strategy resources and downloads visit⁠ ⁠https://brandmasteracademy.com/⁠⁠

15 Feb 202257min

Learn what differentiated marketing strategy is and how Nike uses it to appeal to specified market segments.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  Next, you’ll discover the advantages and disadvantages of the differentiated marketing strategy and how these pros and cons impact brands.  Then we’ll quickly look at the difference between differentiated marketing vs undifferentiated marketing to understand their uniqueness before we dive into the Nike differentiated marketing example.  Next, you’ll learn how to create a differentiated marketing strategy for your brand with this 4-step process.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

11 Feb 202210min