In this episode, I chat with the legendary Byron Sharp. We discuss the under-highlighted topic of subscription markets vs repertoire markets. What defines such a market? What can we learn from them? What are the implications for marketers? What does it mean for small brands? Do we see any other distinctions between brands that have implications for brand growth? We discuss small vs big - luxury vs commodity - B2B vs B2C Important links You can find the paper we discuss here The...

Stef Hamerlinck is your host in this show on brand strategy where I interview industry leaders in branding, design, and strategy. Get inspired and become a better brand strategist. Learn how to solve bigger problems. To get more insights on how to become a creative strategist, visit letstalkbranding.be

In this latest episode, I chat with Faisal for the second time. We discuss positioning and what the power is for challenger brands. It’s an interesting deep dive into brand marketing, performance marketing, and the role of positioning for brands on a budget. Important links: The whitepaper Faisal and his team created Faisal on Twitter Creative business company Our first episode: Building a brand on a budget The brand new BS show on Youtube Austins branding b******t newsletter

In this episode, I talk with the legendary Peter Weinberg, head of development at The B2B institute from LinkedIn. We talk about the common misperceptions in B2B marketing, how to build a B2B brand on a budget, and the differences/similarities between B2B and B2C marketing. It's a really great episode full of knowledge bombs so I'll bet you'll enjoy it!

In this episode, I talk with Ian Humphris, the founder of Nokamo consulting. Ian has a wide knowledge of marketing and branding. We get deep into the weeds of what 'brand-building' really means for the balance sheet. We also chat about what we can learn from industry legends like Byron Sharp, Rosser Reeves, Mark Ritson, and much more about segmentation, differentiation, and a lot more.

In this episode, I talk with content marketing specialist Jake Sanders. We explore the area of content marketing and talk about some of the nuances of where content marketing really works and where it doesn't. Jake has a lovely perspective on marketing and he has a way with words that is quite unique. We also explore sonic branding and how it links up with content marketing.

In this episode, I talk with John Lyons, currently Senior Loyalty Proposition Manager at a certain Danish toy manufacturer. We talk about the building blocks (pun intended) of loyalty and how to look at loyalty without going all 'love brand' on everyone. It's a very interesting deep dive into a highly contested area.

In this episode, I talk with Shann Biglione. Former Chief strategy officer at media agency Publicis. He recently started his own company called 'Kelp', they help you track 'corporate reputation'. We talk about the role of corporate reputation, brand-building, media, category entry points, and a lot more. Shann has a lot of depth when it comes to media but also a broad understanding of the broader marketing canon.

In this episode, I talk about my first weeks as a fresh 'in-house' brand strategist. I share some of the assumptions I had before going in house and how the reality is mapping out. I also share some first learnings and plans for the podcast.

In this episode, I talk with Zoe Scaman, founder at Bodacious, a strategy studio. We have a deep and interesting conversation about the role of communities in building stronger brands. Zoe has a fresh and nuanced take on things like 'fandom' and the value they can create for brands. We also touch briefly upon hot & trending stuff like the metaverse, NFT's and Discord.

In this episode, I talk with Shireen Smith, author of 'Brand tuned, The new rules of branding, strategy and intellectual property'. Shireen is an IP lawyer that specializes in branding. She has been advocating for deeper relations between the fields of IP and branding and I subscribe to this idea. The role of distinctiveness is both legally and strategically essential in brand-building.

In this episode, we chat with Andy Nairn, author of 'Go luck yourself' and founder of Lucky Generals, an advertising agency. We talk about the huge role of 'luck' in branding, marketing, and business. Andy has found some great ways to leverage luck and challenge traditional thinking. I highly recommend reading the book.

In this episode, I talk with Naeiri Zargarian, a strategy director at Interbrand. We take a deep dive into the 'Best global brands report for 2021' and what we can learn from it. We talk about some specific brands but also overall trends and the future.

In this episode, I chat with Faisal Siddiqui, founder of Creative business company and former strategy director at Prophet. Faisal and his colleagues recently released a fascinating white paper in which he lays down some of the fundamentals of how to build a big brand on a small budget. We go deep into the tactics but also talk about the broader picture and market dynamics. It's a very cool ride so buckle up!

In this episode, I talk with marketing director Tiara Puglisi and creative director Laural Stark from the 'the Sims', a brand owned by EA electronics. We talk about their fascinating jobs at this legacy brand, and how to keep on building on it. We talk about the world of gaming and how it converges with marketing. It's a very fun chat so I bet you'll enjoy it!

In this solo episode I take a deep, therapeutic dive into the fears we have as strategists. I discuss things like the imposter syndrome, niching, T-shaped profiles, and how to cross the valley of despair.

In this episode, I talk with a personal hero, Paul Feldwick. Paul is the author of game-changing books 'The anatomy of Humbug' and 'Why does the pedlar sing?'. His views on advertising and brand-building are truly unique. The power of 'fame' and entertainment is something that is often ignored in a world where we want to do 'serious' stuff. Paul brings us back to the true origins of branding, the circus.

In this episode, we talk about brand tracking & research with Brandon Shockley, Vice President Market Research at 160over90. We take a deep dive into brand tracking and the metrics that matter. As a little bonus, I also have a mini-interview with Angelay Mullins from Latana, a brand-tracking tool.

In this episode, I talk with author and market researcher Jon Cohen. We take a deep dive into the world of 'asking'. What can we learn from talking to consumers? What are the dangers? When is a good time to ask and what makes for a good question? Find out in this interview!

In this episode, I talk with Margaret Kerr-Jarrett. Margaret is a writer and strategist. We talk about verbal identity, what it is, how to create it and how to make sure it matches with visual identity.

In this episode, I talk about the brand audit. What it is, why it's valuable and how I approach it.

In this episode, I talk with Ian Barnard, a marketer from Canada that specializes in SMEs and non-profit organizations. We take a deep dive into measuring awareness and salience. What tools and techniques to use, what to be mindful of, and a lot more. It's a great hands-on approach so I think you'll enjoy it!

In this episode, I have a chat with Haris Spahic, founder of Constellate strategy, a strategy consultant focused on startups. We have a conversation about differentiation, loyalty, complexity, and how to apply all of that for startups. It's a slightly new type of format, where I and the guest are challenging each other instead of me just 'interviewing' the guest.

In this episode, I talk with James Hankins, Consulting Strategist, and Founder at Vizer Consulting. James has had a busy year, coining (together with Les Binet) concepts like Share of search and the Hankins Hexagon. We get into the weeds of Share of search and how to apply it to your brand.

In this episode, we're talking with Samuel Brealey, a marketing consultant based in the UK. We talk about how to help small businesses make more money with marketing. How to build a brand on a budget and a lot more. Samuel has a very pragmatic and 'real' approach to marketing that I really admire.