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

By the end of this episode, you’ll know what brand culture is and you’ll have 6 actionable steps you can use to build a strong culture for your brand.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, we’ll define the meaning of culture and then how that applies to brands before answering the question “What is brand culture?” through the way of life and customs of the brand.  Next, you’ll discover the goal of brand culture and how it works to align the internal and external brands to increase belief and internal satisfaction, which is then transmitted through the external brand.  Then you’ll learn why brand culture is so important and some of the major benefits including less turnover, higher loyalty, and higher productivity to name a few.  Finally, you’ll learn a 6 step process you can use to create a strong brand culture within your organization.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

14 Sep 20219min

By the end of this episode, you’ll know what brand salience is and how to grow it to influence the buying decisions of your target market.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, we’ll distinguish brand salience from the other forms of brand consciousness including brand awareness, recall, and recognition.  Next, you’ll discover what brand salience is and how it’s dependent on either memory or attention in the buying decision.  Then you’ll learn why brand salience is so important, how it can lead to brand resonance, and how it’s the key to growth.  Next, we’ll dive into what drives brand salience referencing the work of Professor of Marketing Science, Byron Sharp, using the Dollar Shave Club as an example of quantity and quality of memory structures.  Then you’ll learn the difference between brand salience vs brand awareness before we dive into the steps to grow brand salience.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

11 Sep 20218min

By the end of this episode, you’ll understand what Keller’s brand equity model is and how it’s used to achieve and measure brand resonance.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, you’ll learn the importance of brand resonance and how it’s used to connect with your audience and target market on a human level.  Next, you learn exactly what Keller’s brand equity model or the customer-based brand equity (cbbe) model is and how it’s used as a framework to grow brands.  Then you’ll learn how the brand equity model works and the individual steps of the pyramid used to grow brand equity including Identity, Salience, Meaning, Performance, Imagery, Response Judgements, Feelings, Relationships, and of course resonance.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

9 Sep 20216min

By the end of this episode, you’ll know how multibranding works and when to use a multi-branding strategy.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, you’ll discover how brand architecture contains many techniques and strategies such as umbrella branding, branded house, house of brands, and multibranding among others.  Next, we’ll dive into the question “What is multibranding?” to discover how established brands use this strategy to introduce a new brand into a category where they already have an established brand.  Then, you’ll learn why and when brands would use a multi-brand strategy and how they can leverage it to increase overall market share.  Next, we’ll dive into a multi-brand strategy example from Procter and Gamble and how they used both the Tide and Cheer brands in the same detergent category to increase overall market share.  Finally, we’ll uncover the advantages of this technique including increased brand equity, increased brand presence, and increased market share As well as the disadvantages such as brand cannibalization, brand management issues, and customer confusion.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

7 Sep 20216min

By the end of this episode, you’ll know what a brand extension strategy is, and how to use it to expand and grow brands across multiple categories and sectors.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, you’ll learn that the brand reputation and brand equity that is achieved by established brands is the asset that’s leveraged within a brand extension strategy.  Next, you’ll learn what a brand extension strategy is before we explain it with an example from one of the most successful brands to leverage it. The Nike Brand Extension is a great example.  Then you’ll learn why and when you would use a brand extension strategy and how opportunity, relevance, and reputation play a big part in its success.  Next, you’ll discover the advantages, disadvantages, and risks of using a brand extension strategy and with an example of what can go wrong with a brand extension fail from cosmopolitan magazine  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

4 Sep 20217min

By the end of this episode, you’ll understand the strategic role of core brand values and the steps required to develop them.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, we explore how human psychology and DNA lead us to brands that feel familiar and how values are a signal for safety.  Next, you’ll learn what brand values are, how they’re used, and the important role they play in how a brand is perceived by its target market.  Then, you’ll learn the brand values mistakes to avoid and the traits of effective brand values.  With Zappos, we’ll explore an excellent example of effective brand values before diving into the step-by-step guide on how to develop brand core values for your business.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

2 Sep 202110min

By the end of this episode, you’ll have 7 branded house examples you can use for inspiration when developing your brand architecture and brand strategy.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, we’ll answer the question “What is a branded house” so you can see clearly how this strategy falls within the brand architecture framework.  Next, you’ll discover why you might use a branded house strategy and the considerations for this structure.  Then, you’ll learn what the advantages and benefits are of using the branded house strategy, which includes product differentiation and specified relevant communication.  Next, we’ll jump into the 8 examples of a Branded House.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

31 Aug 20219min

By the end of this episode, you’ll have 8 different types of branding used by professional brand strategists to provide clarity and structure to the brands they build.  👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/⁠  First, you’ll learn how branding is understood in different circles to mean both a logo and a method to provide clarity and structure to businesses and their offerings.  Next, we’ll touch on the 8 different types of branding you can leverage in your brand strategy workshops and how strategies can be used concurrently depending on the brand and situational needs.  Then, we’ll dive into each type of branding and uncover how different brands leverage these strategies with examples.  For more brand strategy resources and downloads visit ⁠https://brandmasteracademy.com/

28 Aug 202111min