How Brands Are Built
By How Brands Are Built
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On How Brands Are Built, branding professionals get into the details of what they do and how they do it. Other podcasts about branding focus on news, opinion, and high-level theory. They can give you a 30,000-foot view of branding; How Brands Are Built is where the rubber meets the road. In each episode, Rob Meyerson, a San Francisco-based brand strategist, interviews other strategists, designers, writers, namers, and researchers to help you understand how brands are really built.
||CleanErminio Putignano connects big ideas and tiny details||Erminio Putignano is founding partner and managing director of PUSH, a brand strategy and design firm based in Melbourne, Australia. He's also an adjunct professor at the School of Economics, Finance, and Marketing at RMIT University....||11/13/2018||Free||View in iTunes|
||CleanAdam Morgan asks clients what they hate most about their category||When Adam Morgan wrote Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders in 1999, he introduced a new term to the marketing, advertising, and branding worlds: "challenger brand." Avis, with their "When you're only...||11/5/2018||Free||View in iTunes|
||CleanGareth Kay believes brands should show, not just tell||Gareth Kay believes brands should show, not just tell Gareth Kay is cofounder of Chapter, a San Francisco-based creative studio. Before Chapter, he was Chief Strategy Officer at Goodby Silverstein & Partners, the advertising agency known for work...||10/29/2018||Free||View in iTunes|
||CleanLaura Ries has six brand positioning principles||The concept of brand positioning was introduced to the marketing and advertising world in the 70s and 80s by Al Ries and Jack Trout in a series of Ad Age articles and a subsequent book titled Positioning: The Battle for Your Mind. (If you haven't...||10/22/2018||Free||View in iTunes|
||CleanMarty Neumeier wrote a business thriller||Within the branding community, Marty Neumeier needs no introduction. But just for good measure, here’s a quick rundown: - Director of Transformation for the Liquid Agency - Author of The Brand Gap, hailed as one of the best...||10/15/2018||Free||View in iTunes|
||CleanWrapping up season one: Tips for the naming process||Today’s episode marks the end of season one, but certainly not the end of this podcast. Plans for season two are already underway, and I’m very excited about some of the guests who’ve already signed on. But I won’t be ready to release those episodes for a little while, so…to make sure you’re the first to know when they’re available, please make sure you’ve signed up for the newsletter at HowBrandsAreBuilt.com. And between now and season two, we’ll still be posting new articles and information on the website. You can follow us on LinkedIn, Twitter, Instagram, or Facebook to make sure your seeing the latest content. I’ve organized this season-one wrap-up episode loosely around the naming process: the naming brief, name generation (as well as a few tips on what to do if you get stuck), shortlisting, prescreening, and presenting names. For each step, I’ll call out some comments I found especially interesting or informative from interviews with nine naming experts: Anthony Shore of Operative Words; Shannon DeJong of House of Who; Clive Chafer of Namebrand; Steven Price of Tessera Trademark Screening; Amanda Peterson, formerly of Google; Jonathan Bell of WANT; Laurel Sutton of Sutton Strategy (and formerly of Catchword); Scott Milano of Tanj; and Eli Altman of A Hundred Monkeys.||7/2/2018||Free||View in iTunes|
||ExplicitEli Altman started freelance naming at age sixteen||Where branding professionals get into the details of what they do and how they do it||6/25/2018||Free||View in iTunes|
||CleanScott Milano does sprints in the morning||Scott Milano is Founder and Managing Director of Tanj, a boutique brand language firm specializing in names, taglines, stories, messaging and voice strategies, and copy. Scott has over 15 years of experience in verbal identity and has worked on names like Scott's worked on some big brand names, like Nintendo Wii, Ally Bank, Sony Bravia, and Film Struck, among many others. Scott and I talked about the naming guides Tanj makes available online, the naming process, tools he uses (like stock photography sites and the MRC Psycholinguistic Database from University of Western Australia), and some naming trends. We ended the conversation talking about what Scott likes best about being a namer: “It's essential for any business to go to market. If you don't have a name, you don't have a business. So we're helping people, and businesses, take flight. And being able to do that, right at their inception, or so early on, and having such a big impact, is cool.”||6/18/2018||Free||View in iTunes|
||CleanLaurel Sutton could talk about linguistics all day||Laurel Sutton is a co-founder of Catchword, a Bay Area naming firm behind names like Asana, Vudu, and many of the activity trackers from Fitbit, like Zip, One, Flex, and Force. She is also the Information Officer for the American Name Society; but Laurel's not only a naming expert. She's also a trained linguist, with a Master's Degree in linguistics from UC Berkeley. Laurel's expertise in naming and linguistics make her perfectly suited for her current role: She now runs Sutton Strategy, where she focuses on providing linguistic analysis on name ideas. Linguistic analysis is a crucial step in the naming process, ensuring you (or your client) don't end up with a name on one of those listicles of "worst naming disasters" because you failed to realize your brand name was slang for something offensive. For some reason, the most famous example of a linguistic disaster in naming is actually fake news: the story of Chevy Nova selling poorly in Spanish-speaking countries because it translates to "doesn't go." Never happened. But there are real examples, too, like Zyklon, Incubus, LaCrosse, and Strange Fruit. Laurel kicked off our conversation by defining linguistic analysis as "pieces of research that are designed to make sure that any name is going to work globally." She then shared her process, what it means to do a "global" check, whether it's still important to do linguistic checks when your brand will only sell in the US (it is), and the difference between translation and transliteration.||6/11/2018||Free||View in iTunes|
||CleanJonathan Bell starts with coffee and a sheet of paper||Jonathan Bell is Managing Director of Want Branding, a brand consultancy with offices in Miami, Denver, and New York, and clients like Bose, Royal Caribbean, and Call of Duty. Jonathan has about 30 years of experience in the branding industry, during which he's completed over 800 projects and worked with over a third of the companies in the Fortune 100—companies like Google, Apple, Coca-Cola, Mercedes-Benz, and Disney. He's also a visiting professor at Wharton and a frequent conference speaker, including a 2016 TED talk, "How to create a great brand name." Jonathan shares clear, straightforward thoughts and advice on naming, including his four-step naming process, an approach to shortlisting, recommendations for presenting names, and more.||6/4/2018||Free||View in iTunes|
||CleanAmanda Peterson considers CamelCase a crime||Where branding professionals get into the details of what they do and how they do it||5/29/2018||Free||View in iTunes|
||CleanSteven Price says "go," "maybe," and "maybe not"||Where branding professionals get into the details of what they do and how they do it||5/21/2018||Free||View in iTunes|
||CleanClive Chafer has a wonderful thesaurus||Where branding professionals get into the details of what they do and how they do it||5/14/2018||Free||View in iTunes|
||CleanShannon DeJong is a hummingbird and a drill||Where branding professionals get into the details of what they do and how they do it||5/14/2018||Free||View in iTunes|
||CleanAnthony Shore's naming partner is a neural network||Anthony Shore is one of the most experienced namers out there, with over 25 years of experience and more than 200 product and company names introduced to the world. On this episode of How Brands Are Built, Anthony shares an overview of the naming process, some tools and techniques he uses to generate names, and even recounts his experiences using recurrent neural networks to come up with name ideas. At the end of the conversation, Anthony shares some of his least favorite naming trends, as well as what he likes most about being a namer.||5/14/2018||Free||View in iTunes|
||CleanThis is_ How Brands Are Built||Rob Meyerson explains what the podcast and blog are all about||3/5/2018||Free||View in iTunes|
Excellent series for branding professionals and general marketers interested in tradecraft. Rob Meyerson has been around, so he gets great experts and knows what to ask them.
An insider’s view of the branding world!
Really gets into the weeds (in a good way) of how these naming and branding experts create great brand names. Can’t wait to hear more and continue learning how brands are built.
Concrete and Casual
A great podcast that gets into the concrete details of naming in an easy-to-enjoy, informal style.