Finding Brand Relevancy in a Fast-Changing World with Allen Adamson
06/10/19 • 25 min
“Marketing doesn’t always have one right answer.” As both a branding expert and instructor at NYU Stern School of Business, Allen Adamson knows how the world of branding has changed and what’s important for students and brand builders alike to understand. We discussed all of this and more on this week’s episode of the On Brand podcast.
About Allen Adamson
Allen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce.co, NYU Stern School of Business Adjunct Professor of Marketing, and the author of BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and his latest Shift Ahead. Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.
Episode Highlights
Part of marketing success is stepping back and looking. Today, too often we’re focused on what’s happening right now. As a result, we miss the opportunity for marketing innovation. As Allen notes, “People were standing on the street yelling for a ride forever. It took awhile to see that there was an opportunity there for brands like Uber and Lyft.”
What’s changed most about branding today? “In the good old days, there were a couple of choices. Now when you watch people are viewing everywhere.”
“We have too much information and not the right type.” Allen shared experiences from his time at Unilever and Pepsi, and how they focused disproportionately on Colgate and Coke. This reminded Allen of a lesson from tennis, you want to “hit the ball to where the other person is not.”
How do you know when it’s time for your brand to make a shift? “If you wait for your customers to tell you where to go next you’re probably too late.”
What brand has made Allen smile recently? Netflix — “The have taken over our content in such a clever way.”
To learn more, go to metaforce.co and check out Allen’s new book at ShiftAheadBook.com.
As We Wrap ...
Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
- Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS.
- Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
- OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
“Marketing doesn’t always have one right answer.” As both a branding expert and instructor at NYU Stern School of Business, Allen Adamson knows how the world of branding has changed and what’s important for students and brand builders alike to understand. We discussed all of this and more on this week’s episode of the On Brand podcast.
About Allen Adamson
Allen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce.co, NYU Stern School of Business Adjunct Professor of Marketing, and the author of BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and his latest Shift Ahead. Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.
Episode Highlights
Part of marketing success is stepping back and looking. Today, too often we’re focused on what’s happening right now. As a result, we miss the opportunity for marketing innovation. As Allen notes, “People were standing on the street yelling for a ride forever. It took awhile to see that there was an opportunity there for brands like Uber and Lyft.”
What’s changed most about branding today? “In the good old days, there were a couple of choices. Now when you watch people are viewing everywhere.”
“We have too much information and not the right type.” Allen shared experiences from his time at Unilever and Pepsi, and how they focused disproportionately on Colgate and Coke. This reminded Allen of a lesson from tennis, you want to “hit the ball to where the other person is not.”
How do you know when it’s time for your brand to make a shift? “If you wait for your customers to tell you where to go next you’re probably too late.”
What brand has made Allen smile recently? Netflix — “The have taken over our content in such a clever way.”
To learn more, go to metaforce.co and check out Allen’s new book at ShiftAheadBook.com.
As We Wrap ...
Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
- Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS.
- Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
- OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Previous Episode
How to Orchestrate Your Brand Experience with Karin Soukup
"Experience design is the suite of emotions that you deliver over time.” This clear and concise answer came from this week’s guest on the On Brand podcast, Karin Soukup. As Brand Experience Director at Collins San Francisco, she spends her time answering this question with clients and helping them develop innovative solutions. We discussed all of this and more this week on the show.
About Karin Soukup
Karin is an award-winning creative lead and design educator with over 15 years of multi-platform experience focusing on strategic product innovation, experience design, branding and systems-thinking for work across the private, public, and non-profit sectors. Her contributions have been recognized by Graphis, Type Directors Club, Eye Magazine, Communication Arts, AIGA, the Society of Publication Designers, Brand New, The Center for Plain Language, and The Emmys.
Episode Highlights
“Experience design is the orchestration of feelings.” As this episode is focused on design, we spent a lot of time talking about intention-setting.
How do you go about designing feelings? “You have to start with the customer journey.” This follows Karin’s own career as part of the team at IDEO, where they focused on human-centered design. You have to “get embedded in someone’s life. Specifically this means shop alongs, following people through their day, the magnets on their refrigerators.” Everything!
What about the naysayers? “Often they can be converted if you make them a part of it. You have to ask yourself, how people can get skin into the game?”
What brand has made Karin smile recently? “Can I say more than one?” Karin shared some recent smiles that came as the result of Sun-Maid Raisins and The New York Times’s march push.
To learn more, go to wearecollins.com and follow her on Instagram.
As We Wrap ...
Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
- Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS.
- Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
- OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Next Episode
Remixing Your Brand's Story and Content with Judi Holler
“Someone’s story is what gets us most.” With a background in improvisational comedy and marketing, Judi Holler is an expert at crafting and remixing fearless stories. She’s also author of the new book Fear Is My Homeboy. We discussed all of this and more on this week’s episode of the On Brand podcast.
About Judi Holler
Judi Holler is a professionally trained improviser and alumna of the Second City Training Center Conservatory in Chicago, Illinois. Judi started working in the hospitality industry at the age of thirteen and has spent the past fifteen years working in the convention and meetings industry, specializing in sales and marketing for companies like Marriott, Omni, and Starwood Hotels before starting her company, HOLLA! Productions, in 2013. Judi is a past president of Meeting Professionals International, Chicago Area Chapter, and was named one of the 40 under 40 in the meetings industry by Connect magazine in 2015.
Judi was born and raised in St. Louis, Missouri, and spent ten years living in Chicago, studying improv by night and growing her career by day. Judi now resides in Hudson, Ohio, with her husband, Scott, and their amazingly adorable golden retriever, Tito. Judi is a proud stepmom to three badass boys— Sean, Sam, and Jack. She is also a gushing godmother and auntie to niece, Kiley Grace, and nephews, Finnegan and Jaxson.’
When Judi is not keynoting conferences, working as a corporate event emcee/moderator, writing, and creating cool stuff for you, she is most likely on her Peloton bike, deep in a book, or testing out a new fear experiment. Judi likes her books non-digital, her wine bubbly, and her music hip-hop.
Episode Highlights
What does improv training have to do with marketing and communication? I couldn’t wait to ask Judi this. Turns out, it helps a lot. “I call it my fear church. It keeps me from being stuck, safe, and boring.”
“We’re all DJs.” When Judi said this to me, it caught me off guard. I don't think of myself as a DJ-type. Then Judi shared why it’s important to “remix” the content we read and share. Maybe I am a DJ!
“Someone’s story is what gets us most.” But it may take a few times. “You have to share 7–9 times for the chance that someone sees it.”
What brand has made Judi smile recently? Johnny’s Cupcakes! It’s been awhile since anyone has mentioned this smile-worthy brand on the show! We also talked about how Seth Godin's new Instagram mini-books have made us both smile.
To learn more, go to judiholler.com, follow her on Instagram, and check out her book Fear Is My Homeboy on Amazon. Speaking of her book — text ‘brave’ to 4747-47 and you’ll get free access to a sample chapter!
As We Wrap ...
Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
- Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS.
- Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
- OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit
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