Brand Tuned - Learn the Whole Story
Shireen Smith
5.0
(1)
2 Listeners
5.0
(1)
All episodes
Best episodes
Top 10 Brand Tuned - Learn the Whole Story Episodes
Best episodes ranked by Goodpods Users most listened
Why Not to Rely On Colour To Stand Out
Brand Tuned - Learn the Whole Story
11/12/21 • 15 min
5.0
In this episode, I talk about the challenges that colour involves as a brand identifier.
The bar to registration of colour as a trademark is high so that confusion can arise between competitors. If you have legal rights over a brand identifier you can maintain its uniqueness for your brand and reduce the scope for customer confusion.
The episode on colour as a brand Identifier touches on:
- What to consider when it comes to trademarks and colour.
- How to be distinctive using colour as a brand identifier.
- The challenge of preserving uniqueness in the absence of legal rights
- How litigation is sometimes an option to deter competitors from using your colour
- Brands that have achieved colour trademark registrations
Valuable Resources:
Brand Tuned Scorecard
Brand Tuned Acceleratorwww.brandtuned.com
11/12/21 • 15 min
1 Listener
1 Comment
1
Brand Strategy With Mark Ritson
Brand Tuned - Learn the Whole Story
03/31/21 • 32 min
Mark Ritson answers some of the burning questions I had around understanding the market and differentiation and positioning, specifically the U and the E elements of my TUNED framework.
I asked him about business strategy positioning and brand strategy, what he thinks of Byron Sharps views on differentiation and distinctiveness, whether it is possible to own a particular attribute and how brand strategy is dealt with in the household name brands Mark consults with. I also wanted to know Mark's views on brand purpose.
In this episode Mark and I discuss:
- Rebranding
- Brand purpose
- Market research
- Marketing strategy
- Business and brand strategy
- The business model for an idea
- Standing out with your purpose
- Mark’s views on Transferwise’s rebranding to Wise
- The difference between brand and marketing strategy
LinkedIn - Mark RitsonTwitter - @markritsonwww.marketingritson.com
Mini MBA in Brand Management by Mark Ritson
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Brand Tuned's Newsletter
03/31/21 • 32 min
1 Listener
David Aaker - Descriptive or Distinctive Name?
Brand Tuned - Learn the Whole Story
10/29/21 • 45 min
David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.
In this episode, we discuss all things brand related, in particular names. We covered:
- Why intellectual property is not included in the training of brand managers
- The importance of being clear on the definition of IP
- The different perspective that IP brings to naming
- Naming and whether descriptive names are a good choice
- The role of intellectual property in building barriers to entry against competitors
- Brand equity — three things it consists in
LinkedIn: David AakerTwitter: @DavidAaker
davidaaker.com
Valuable Resources:
Brand Tuned Scorecard
Brand Tuned Acceleratorwww.brandtuned.com
10/29/21 • 45 min
Verbal Identity with Rob Meyerson
Brand Tuned - Learn the Whole Story
10/15/21 • 46 min
Rob Meyerson is the principal and founder of Heirloom, an independent brand strategy and identity firm. His specialities include brand strategy and positioning, naming and messaging, brand architecture, qualitative research, and organizational change.
In this episode, we discussed why IP is not included in branding projects and covered:
- The lack of job training for brand consultants and the culture of learning by doing that prevails
- Checking company and product names
- Building distinctive brand assets, versus the simplicity in design approach that prevails
- What to consider when naming — what makes some names stronger than other names
- Whether the legal dimension is a limiting factor that constrains the creative process
- Positioning — does that impact your name choice?
- IP’s role in managing competition
- The negative reputation of lawyers
LinkedIn: Rob Meyerson
Twitter: @RobMeyerson
Instagram: @howbrandsarebuiltBook: Brand Naming
robmeyerson.comhowbrandsarebuilt.comwww.heirloomagency.com
Valuable Resources:
Brand Tuned Scorecard
Brand Tuned Acceleratorwww.brandtuned.com
10/15/21 • 46 min
Interview about Brand Tuned by Alison Jones
Brand Tuned - Learn the Whole Story
10/08/21 • 30 min
In this episode, Alison Jones, director of Practical Inspiration Publishing, the publisher of Brand Tuned, interviews Shireen Smith. As host of the successful podcast, The Extraordinary Business Book Club Alison is an experienced interviewer and draws out some interesting information.
Alison asks questions about the process of writing Brand Tuned, what I found out along the way and the reason I chose to write the book. I also share my hopes and what I want to achieve as I release the book. This episode covers:
- My insights on providing holistic advice around branding — understanding the market needs
- What I want to achieve for Brand Tuned as I release it to the world
- The number of brand identifiers you should have to stand out
- IP is about managing competition
- The important issue with the brand name and considering the brand protection aspects
- How proper branding can impact everything that you do in your business
- The extent to which it's appropriate to change a brand's identifiers
- The journey of writing Brand Tuned: Why I chose to write the book
View the podcast transcript here
LinkedIn: Alison Jones Twitter: @bookstothesky Instagram: @pip_talking alisonjones.com
Valuable Resources:
Brand Tuned Scorecard
Brand Tuned Acceleratorwww.brandtuned.com
10/08/21 • 30 min
Is IP a Constraint on Creativity?
Brand Tuned - Learn the Whole Story
10/01/21 • 42 min
Stephen Willard is a graphic designer and former art director who moved into employee benefits communications and now runs his own company EMBLAZE a workplace engagement company that specialises in delivering high energy experiences to employees.
In this episode, we discuss how IP tends to be regarded as a luxury, rather than as something essential, and how Stephen has picked up his knowledge of the subject during his career. We cover:
- Brand identifiers and the creative process
- The rationale of changing brand identifiers
- What the brand is — how a brand can be recognized
- Stephen's experience in designing a logo — the elements to take into account
- Why use of symbols is rare when it's an effective way of being remembered
- The extent to which law is a constraint on creativity
- Designing for a regulated industry
LinkedIn: Stephen-willardTwitter: sjwbrandingInstagram: @stephen.j.willardwww.emblaze.today [email protected]
Valuable Resources:
10/01/21 • 42 min
Somi Arian on Raising Women's Socioeconomic Status
Brand Tuned - Learn the Whole Story
09/17/21 • 49 min
Somi Arian is a tech philosopher, award-winning filmmaker, author, entrepreneur, and a LinkedIn top voice in the UK. She has a background in philosophy of science and technology. She describes her role in society as a transition architect, as humans merge with technology, and society enters a new phase of human evolution.
In this episode, we talk about Somi’s background growing up in Iran, moving to the UK, her filmmaking career and business, and her latest initiative to raise women's socioeconomic status through the Fempeak platform.
We discuss:
- Somi's entrepreneurship journey
- The fast growth of the Fempeak platform
- Somi's achievement in being a top voice on LinkedIn in the UK 3 years running.
- The importance of choosing the right social media platform and doubling down on it.
- Creating quality content by understanding your audience
LinkedIn: Somi ArianTwitter: @SomiArianInstagram: @somiarianWebsite: www.fempeak.aismartcookiemedia.comBook Somi recommended: Let it Go - Dame Stephanie Shirley
Valuable Resources:
Register to attend the Brand Tuned book launch on 28 September 2021
Brand Tuned Acceleratorwww.brandtuned.com
09/17/21 • 49 min
Stef Hamerlinck on Branding and Distinctiveness
Brand Tuned - Learn the Whole Story
09/24/21 • 43 min
Stef Hamerlinck is a brand strategist and designer living in Belgium, and host of the podcast, Let's Talk Branding. He runs his own branding studio.
In this episode, we discuss what a brand is and how distinctiveness is fundamentally about making a brand stand out. Stef also shares his views on how many brand codes a business should have and gives examples for smaller and big brands to look at. We discuss:
- Brand strategy
- What brand and branding mean to Stef
- Differentiation and distinctiveness
- How the context in which a brand is used impacts the brand codes to create
- The 'vibe' of brands that their visual language evokes
- The reason for rebranding or choosing a new name
- Protecting your distinctive brand assets through intellectual property
- How Stef decides whether to create a symbol in his branding work
- Brands Stef admires: Kellogs and Ritchie Lemonade
LinkedIn: Stef HamerlinckTwitter: @stefhamerlinck Instagram: @letstalkbranding Website: www.stefhamerlinck.comOther links:
Course on brand strategy research: brandstrategyresearch.comBlog: letstalkbranding.comValuable Resources:
Register to attend the Brand Tuned book launch on 28 September 2021
Brand Tuned Acceleratorwww.brandtuned.com
09/24/21 • 43 min
Logo Design Process with Ian Paget
Brand Tuned - Learn the Whole Story
09/17/21 • 35 min
Ian Paget, also known as Logo Geek, is a UK based graphic designer located in Manchester, who specialises in logo and brand identity design. He is the founder of Logo Geek, a professional logo design service, design blog, podcast and community.
In this episode, I asked Ian about his design process and how he goes about creating logos and other visual assets. He shares his insights on how to ensure a logo can represent a brand.
Among other things the episode covers:
- How to approach the design of symbols
- Meeting clients expectations around what visual creations can do for them.
- Ian’s approach in a naming project for a client.
- The common reasons why clients decide to improve their logos, and visual identity
- How a visual such as a logo represents what someone wants to be about
- Protecting assets such as logos through securing intellectual property
LinkedIn: Ian PagetTwitter: @ianpagetWebsite: logogeek.uk
Valuable Resources:
Register for the Brand Tuned book launch and view video interviews anytime on or after 28 Sep
Brand Tuned Acceleratorwww.brandtuned.com
09/17/21 • 35 min
How To Brand Using Trademarks Strategically
Brand Tuned - Learn the Whole Story
10/22/21 • 24 min
In this episode, I talk about what I mean by brands. To use trademarks strategically, you need to first understand the role they play in branding to then know why and how to be strategic with them.
A brand is a name that people associate with a set of perceptions. It distinguishes one product or service from another. Brands are important to us because they provide us with the familiarity we crave as humans.
In brief the episode covers:
- Visual Identity
- Why brand can easily be a business's most valuable asset?
- Brand Identifiers are non-name signifiers that build mental association to your brand
- Trademarks are the most important and potentially valuable IP asset to own
- A branding lawyer can help you understand the brand protection aspect of a name
- Registering a trademark to protect your distinctiveness
- How to avoid trademark legal disputes and litigation
Valuable Resources:
Brand Tuned Scorecard
Brand Tuned Acceleratorwww.brandtuned.com
10/22/21 • 24 min
Show more
Show more
FAQ
How many episodes does Brand Tuned - Learn the Whole Story have?
Brand Tuned - Learn the Whole Story currently has 151 episodes available.
What topics does Brand Tuned - Learn the Whole Story cover?
The podcast is about Intellectual Property, Marketing, Design, Podcasts, Arts and Business.
What is the most popular episode on Brand Tuned - Learn the Whole Story?
The episode title 'Why Not to Rely On Colour To Stand Out' is the most popular.
What is the average episode length on Brand Tuned - Learn the Whole Story?
The average episode length on Brand Tuned - Learn the Whole Story is 30 minutes.
How often are episodes of Brand Tuned - Learn the Whole Story released?
Episodes of Brand Tuned - Learn the Whole Story are typically released every 6 days, 23 hours.
When was the first episode of Brand Tuned - Learn the Whole Story?
The first episode of Brand Tuned - Learn the Whole Story was released on May 6, 2020.
Show more FAQ
Show more FAQ
Comments
5.0
out of 5
1 Rating