Branding Archives » Nerds Of Business https://nerdsofbusiness.com/captivate-category/branding/ Can they crack the code to growth? Mon, 10 Aug 2026 06:05:03 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.1 https://nerdsofbusiness.com/wp-content/uploads/2021/09/cropped-nerds-favicon-32x32.png Branding Archives » Nerds Of Business https://nerdsofbusiness.com/captivate-category/branding/ 32 32 #9. Uh-oh brand damage: what to do when your brand turns to sh*t https://nerdsofbusiness.com/show-episode/9-uh-oh-brand-damage-what-to-do-when-your-brand-turns-to-sht/ https://nerdsofbusiness.com/show-episode/9-uh-oh-brand-damage-what-to-do-when-your-brand-turns-to-sht/#respond Wed, 23 Sep 2020 15:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/9-uh-oh-brand-damage-what-to-do-when-your-brand-turns-to-sht/ Season 1: ‘The Branding Series’ / Episode # 9 ‘Brand damage’ Is A real risk for all business owners. Top reputation management experts Reveal how…

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Season 1: ‘The Branding Series’ / Episode # 9

‘Brand damage’ Is A real risk for all business owners. Top reputation management experts Reveal how you can prepare for crisis, What to do to protect your brand, and Why It’s So Important.

Guest Bios:

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/) 

Sam Wilkinson (https://www.linkedin.com/in/samuelawilkinson/) is head of digital at Wilkinson Butler (https://www.wilkinsonbutler.com)

What to listen out for:

2.06 The UK ‘KFC chicken crisis’ brand damage case study

9.15 What is brand damage in every day language

11.36 How brand damage manifests online & hurts businesses

15.11 The causes of brand damage that all businesses should look at for

17.43 The danger of Google to brands as a permanent online record

20.42 Why having zero social media presence is a huge business risk to companies and business owners

21.48 Real-life examples of brand damage: AMP, NAB, Rio Tinto, Dreamworld

23.30 How the ‘me too’ movement has changed everything for brands

25.29 The positive example of QBE insurance as a brand damage case study

27.06 The importance of having a ‘crisis management plan’ in place

31.33 NERD SUPER POWER – recurring segment

34.05 The concept of reputational credit & why it’ so important

36.18 How to deal with bad Google reviews for your business

41.16 The impact of brand damage on culture and the ability to attract good talent

46.34 NERD UNDER PRESSURE – recurring segment

Resources & links:

  1. UK KFC chicken crisis 2017 https://www.campaignlive.co.uk/article/kfc-fcking-clever-campaign/1498912
  2. Socrates and the question dialogue https://en.wikipedia.org/wiki/Socratic_questioning
  3. Glass Door is an employee review site of workplace culture https://www.glassdoor.com

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]]> https://nerdsofbusiness.com/show-episode/9-uh-oh-brand-damage-what-to-do-when-your-brand-turns-to-sht/feed/ 0 #8. B2B branding: how it’s different, and what you can do to be #1 in your B2B market https://nerdsofbusiness.com/show-episode/8-b2b-branding-how-its-different-and-what-you-can-do-to-be-1-in-your-market/ https://nerdsofbusiness.com/show-episode/8-b2b-branding-how-its-different-and-what-you-can-do-to-be-1-in-your-market/#respond Tue, 08 Sep 2020 15:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/8-b2b-branding-how-its-different-and-what-you-can-do-to-be-1-in-your-market/ Season 1: ‘The Branding Series’ / Episode # 8 ‘B2B Branding’ is a bit different from Consumer Branding. Branding Experts And Top Entrepreneurs Reveal What…

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Season 1: ‘The Branding Series’ / Episode # 8

‘B2B Branding’ is a bit different from Consumer Branding. Branding Experts And Top Entrepreneurs Reveal What It Takes To Get It Right, Why It’s So Important, And Whether It’s Harder Or Easier Than B2C Marketing.

Guest Bios:

Neil Luo (https://www.linkedin.com/in/neil-luo/)is the Global Head of Growth at Airwallex (https://www.airwallex.com ), a $1 BILLION fintech start up.

Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).

Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, & founder of Credit Fix Solutions (https://creditfixsolutions.com.au)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

What to listen out for:

2.00 The story of IDA Ireland ‘Right Place, Right Time’ B2B branding campaign

8.29 The importance of emotion in B2B marketing

9.20 The example of Xero, ‘beautiful business’.

12.23 How to segment the SME market when you’re selling B2B

13.26 The ‘trust barrier’ is actually higher for B2B than for B2C

21.31 What is ‘insight generation’

23.48 The role of courage in effective B2B branding

26.39 Recurring segment – NERD SUPER POWER

29.56 The long-term value of networking for B2B brands

34.59 Recurring segment – NERD UNDER PRESSURE

Resources & links:

  1. IDA Ireland campaign https://wearesculpt.com/blog/b2b-social-media-campaigns/
  2. ‘Cross the Chasm’ by Geoffrey Moore. https://en.wikipedia.org/wiki/Crossing_the_Chasm

*****

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]]> https://nerdsofbusiness.com/show-episode/8-b2b-branding-how-its-different-and-what-you-can-do-to-be-1-in-your-market/feed/ 0 #7. Brand loyalty: how to turn ‘customers’ into raving ‘fans’ who grow the business for you! https://nerdsofbusiness.com/show-episode/brand-loyalty-how-to-turn-customers-into-raving-fans-who-grow-the-business-for-you/ https://nerdsofbusiness.com/show-episode/brand-loyalty-how-to-turn-customers-into-raving-fans-who-grow-the-business-for-you/#respond Tue, 25 Aug 2020 15:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/brand-loyalty-how-to-turn-customers-into-raving-fans-who-grow-the-business-for-you/ Season 1: ‘The Branding Series’ / Episode # 7 Growing Your Brand Loyalty Is Essential For More Sales Per Customer, and For Higher Margins. Branding…

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Season 1: ‘The Branding Series’ / Episode # 7

Growing Your Brand Loyalty Is Essential For More Sales Per Customer, and For Higher Margins. Branding Experts And Top Entrepreneurs Reveal What It Takes To Get It Right, Why It’s So Important, And The Key Opportunities You’re Probably Missing In Your Own Brand Marketing.

Guest Bios:

Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).

Pic Picot (https://twitter.com/pics_uk) is the founder international food brand, Pic’s Peanut Butter (https://www.picspeanutbutter.com/)

Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, & founder of Credit Fix Solutions (https://creditfixsolutions.com.au)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

What to listen out for:

1.14 WIN a t-shirt! Enter the Nerds of Business t shirt competition to celebrate 10,000 podcast downloads here https://nerdsofbusiness.com/contact/

2.53 Harley Davidson goes to India brand story

5.02 Benign cults and the power of brand loyalty

8.56 The steps customers have to go through before they can become ‘brand loyal’

10.31 The role ‘customer delight’ plays in brand loyalty

11.19 Brand advocacy and how it relates to loyalty

14.43 NERD-O-METER regular segment

22.08 The importance of database management for brand loyalty

27.05 How brand loyalty works for tech, Saas, and online models

34.46 NERD UNDER PRESSURE – regular segment

Resources & links:

1.Harley Davidson brand expands to India in 2009 https://www.financialexpress.com/auto/bike-news/harley-davidson-10-years-in-india-25000-sales-harley-davidson-street-750-cheapest-harley-used-harley/1855295/

2.Benign cults https://cultbranding.com/ceo/benign-cults-vs-negative-cults/

3.Heyyou app for cafes https://heyyou.com.au/

4.What is a ‘Saas’ business model? https://www.profitwell.com/blog/saas-business-model

*****

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]]> https://nerdsofbusiness.com/show-episode/brand-loyalty-how-to-turn-customers-into-raving-fans-who-grow-the-business-for-you/feed/ 0 #6. How to use ‘brand equity’ to fatten profits & extract a higher sale price for your business upon exit https://nerdsofbusiness.com/show-episode/how-to-use-brand-equity-to-fatten-profits-extract-a-higher-sale-price-for-your-business-when-you-exit-exit/ https://nerdsofbusiness.com/show-episode/how-to-use-brand-equity-to-fatten-profits-extract-a-higher-sale-price-for-your-business-when-you-exit-exit/#respond Wed, 12 Aug 2020 05:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/how-to-use-brand-equity-to-fatten-profits-extract-a-higher-sale-price-for-your-business-when-you-exit-exit/ Season 1: ‘The Branding Series’ / Episode # 6 Brand equity Is the key higher margins now, & bigger price when you sell the business…

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Season 1: ‘The Branding Series’ / Episode # 6

Brand equity Is the key higher margins now, & bigger price when you sell the business later. Branding Experts And Top Entrepreneurs Reveal how to grow brand equity, why its such a driver of wealth.

Guest Bios:

Neil Luo (https://www.linkedin.com/in/neil-luo/)is the Global Head of Growth at Airwallex (https://www.airwallex.com ), a $1 BILLION fintech start up.

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Andre Eikmeier (https://twitter.com/andre_eikmeier) is cofounder of $100 million online wine retailer, Vinomofo (https://vinomofo.com.au) Also founder of The Good Empire and Year of the Planet.

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

What to listen out for:

0.39 Jeff Bezos quote on brands

1.23 Walter Landor quote on branding

2.53 Is Jeff Bezos & Amazon the ‘Sith Lord’ of modern day commerce

5.41 Technical explanation of what brand equity is

8.19 Why brand equity is important and the opportunities it creates

12.47 Fred Schebesta from Finder.com.au on how they grew brand equity

18.25 Technical explanation of how a business can grow brand equity

21.36 Andre Eikmeier on how Vinomofo grew their brand equity

26.07 NERD SUPERPOWER regular segment Andre Eikmeier

27.43 FEATURE STORY: interview with Neil Luo of Airwallex

38.05 NERD UNDER PRESSURE regular segment with Fred Schebesta of Finder

Resources & links:

1.Jeff Bezos quote on brand marketing https://www.forbes.com/sites/williamarruda/2016/09/06/the-most-damaging-myth-about-branding/#7f44412e5c4f

2.Amazon overtakes Apple to become worlds biggest brand valued at $315 billion https://www.business-standard.com/article/pti-stories/amazon-dethrones-google-as-top-global-brand-survey-119061100304_1.html

3.Walter Landor the brand designer https://en.wikipedia.org/wiki/Walter_Landor

4.’The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google’ by Scott Galloway https://books.google.com.au/books/about/The_Four.html

*****

Enjoyed this podcast? >>>> Please SHARE via text or social media ((!))

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]]> https://nerdsofbusiness.com/show-episode/how-to-use-brand-equity-to-fatten-profits-extract-a-higher-sale-price-for-your-business-when-you-exit-exit/feed/ 0 #5. How to grow ‘brand awareness’ for maximum impact, with the least amount of effort https://nerdsofbusiness.com/show-episode/how-to-grow-brand-awareness-for-maximum-impact-with-the-least-amount-of-effort/ https://nerdsofbusiness.com/show-episode/how-to-grow-brand-awareness-for-maximum-impact-with-the-least-amount-of-effort/#respond Wed, 29 Jul 2020 02:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/how-to-grow-brand-awareness-for-maximum-impact-with-the-least-amount-of-effort/ Season 1: ‘The Branding Series’ / Episode # 5 Growing your brand awareness is a key driver of sales growth and revenue. Branding experts and…

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Season 1: ‘The Branding Series’ / Episode # 5

Growing your brand awareness is a key driver of sales growth and revenue. Branding experts and top entrepreneurs reveal what it takes to get it right, why it’s so important, and the key opportunities you’re probably missing in your own brand marketing.

Guest Bios:

Neil Luo (https://www.linkedin.com/in/neil-luo/)is the Global Head of Growth at Airwallex (https://www.airwallex.com ), a $1 BILLION fintech start up.

Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).

Pic Picot (https://twitter.com/pics_uk) is the founder international food brand, Pic’s Peanut Butter (https://www.picspeanutbutter.com/)

Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, & founder of Credit Fix Solutions (https://creditfixsolutions.com.au)

Ben Carew (https://www.linkedin.com/in/bencarew/) is director of SEO & Analytics at Webbuzz- The Growth Marketing Agency (https://webbuzz.com.au)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)       

What to listen out for:

1.41 The true branding story of Shoostov & Sons vodka from 1863

3.54 Rap stars, Instagram and cognac brand ambassadors

7.37 The two types of brand awareness

10.30 Online apps & tools to monitor your brand

13.10 The value of Facebook groups in growing brand awareness

14.55 NERD-O-METER segment with Neil Luo of Airwallex

17.23 Nearmap use their tech for the common good & get priceless free PR

18.29 How Nearmap grew brand awareness in North America by ‘narrowcasting’ in one vertical

20.48: Pic’s Peanut Butter founder uses word of mouth via taxi drivers to spread brand awareness

24.49: Victoria Coster on how to use Linked In to grow brand awareness for a small business

26.45: The power of SEO for brand awareness for B2C offers

28.51: How to create an online ‘brand wall’ via remarketing

33.45: The branding opportunity of club or school sponsorships

35.20: The importance of Google analytics for measuring brand engagement

39.15: NERD UNDER PRESSURE segment featuring Rob Newman, Nearmap.

Resources & links:

1.Shustov & Sons vodka 1863 brand awareness campaign https://investory-video.com/shustov

2.Rappers, booze and Instagram influencer marketing https://www.thedrinksbusiness.com/2018/12/diageo-under-fire-for-deceptive-ciroc-vodka-influencer-advertising-on-instagram/

3.Nearmap used their mapping technology to help residents in the 2011 Brisbane floods https://www.abc.net.au/news/specials/qld-floods/

4.’Mention’ is a social media and online app that allows businesses to monitor their brand https://mention.com/en/

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Enjoyed this podcast? >>>> Please SHARE via text or social media ((!))

Get in touch with us here: https://nerdsofbusiness.com/contact/

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]]> https://nerdsofbusiness.com/show-episode/how-to-grow-brand-awareness-for-maximum-impact-with-the-least-amount-of-effort/feed/ 0 #4. Rebranding is HOT: when is the right time for you, & how to make it work for staff, customers & shareholders https://nerdsofbusiness.com/show-episode/rebranding-is-hot-when-is-the-right-time-for-you-how-to-make-it-work-for-staff-customers-shareholders/ https://nerdsofbusiness.com/show-episode/rebranding-is-hot-when-is-the-right-time-for-you-how-to-make-it-work-for-staff-customers-shareholders/#respond Tue, 14 Jul 2020 00:15:00 +0000 https://nerdsofbusiness.com/captivate-podcast/rebranding-is-hot-when-is-the-right-time-for-you-how-to-make-it-work-for-staff-customers-shareholders/ Season 1: ‘The Branding Series’ / Episode # 4 Rebranding a business is HOT. When is the Right time for you, & how to make…

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Season 1: ‘The Branding Series’ / Episode # 4

Rebranding a business is HOT. When is the Right time for you, & how to make it work for staff, customers & shareholders. Brand Experts reveal what it takes, why it’s important, top entrepreneurs share true stories that will help you ‘crack the code’ to growth in your own venture.

Feature Story: The COO of a Australia’s best known real estate company, LJ Hooker, Ruth Trewhella, shares the story of their recent brand refresh and why they dumped the iconic tagline ‘Nobody does it better’ after nearly 40 years.

“When we reflected on ‘nobody does it better’ and ‘LJ hooker, you’re the best’ it very much spoke to us and not necessarily to the customer. And we firmly believe that the customer is at the centre of everything we do. And so that was the turning point for the rebranding.” – Ruth Trewhella, COO of LJ Hooker

Guest Bios:

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Ruth Trewhella (https://www.linkedin.com/in/ruthtrewhella/) is COO of LJ Hooker Real Estate, with 700 offices and 8,000 staff. (https://ljhooker.com.au).

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)      

What to listen out for:

0.30: Nerds of Business has been featured by Apple podcasts. Leave your feedback here: https://nerdsofbusiness.com/contact/

2.22: Rebranding example using of Coca Cola vs Pepsi

5.11: What a rebrand is supposed to achieve

7.52: Warning signs it’s time to rebrand

9.10: How often do businesses need to rebrand?

11.28: The practical steps to make rebranding work for all stakeholders

12.51: The benefits SME’s can expect from rebranding

14.42: How scandal and crisis can drive the need for rebranding

16.17: Thoughts on Harvey Weinstein scandal

19.48: How Finder used a jingle/rap song to consolidate their rebrand with staff

22.14: The iconic LJ Hooker jingle and tagline from the 1980’s

24.39: The process LJ Hooker used to develop the new tagline ‘when you know, you know’

29.42: Why rebranding and refreshing is so important for real estate brands

30.29: What plans does LJ Hooker have to roll this brand refresh out across the business

35.26: NERD UNDER PRESSURE – recurring segment – featuring Ruth Trewhella

Resources & links:

Coca Cola brand fail https://www.marketing91.com/coca-cola-brand-failure/

Pepsi taste test challenge https://en.wikipedia.org/wiki/Pepsi_Challenge

Peps vs Coke brand value https://hbr.org/2000/01/the-brand-report-card

LJ Hooker TV ad with jingle https://www.youtube.com/watch?v=pAAZujc00A4

Finder.com.au rap song https://www.youtube.com/watch?v=ENkWI3cQEW8

*****

Enjoyed this podcast? >>>> Please SHARE via text or social media ((!))

Get in touch with us here: https://nerdsofbusiness.com/contact/

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]]> https://nerdsofbusiness.com/show-episode/rebranding-is-hot-when-is-the-right-time-for-you-how-to-make-it-work-for-staff-customers-shareholders/feed/ 0 #3. How to launch a brand (or startup / product) with no money, get attention, & look like a complete superstar! https://nerdsofbusiness.com/show-episode/how-to-launch-a-brand-with-no-money-get-attention-look-like-a-complete-superstar/ https://nerdsofbusiness.com/show-episode/how-to-launch-a-brand-with-no-money-get-attention-look-like-a-complete-superstar/#respond Mon, 29 Jun 2020 15:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/how-to-launch-a-brand-with-no-money-get-attention-look-like-a-complete-superstar/ Season 1: ‘The Branding Series’ / Episode # 3 ‘How To Launch A Brand (or startup/product) With No Money, Get Heaps Of Attention, & Look…

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Season 1: ‘The Branding Series’ / Episode # 3

‘How To Launch A Brand (or startup/product) With No Money, Get Heaps Of Attention, & Look Like A Complete Superstar’.Want to get some attention for your business? Nothing beats a brand or product launch for concentrated marketing power. Brand experts reveal what it takes, why it’s important, and top entrepreneurs share true stories that will help you ‘crack the code’ to growth in your own venture.

Feature Story: The founder of iconic food brand Pic’s Peanut Butter, Pic Picot, shares the story of why – and how – he launched ‘Peanut Butter World’ to take his brand to the next level.

“And so we had 5,000 people [to the launch], I imagine the entire population of Nelson came by looking to get in here. It was phenomenal. It was just so warming. You know, we had the kids, we had the school, they’d even written a song and sang a song with a brass band.” – Pic Picot, CEO of Pics Peanut Butter .

Guest Bios:

Pic Picot (https://twitter.com/pics_uk) is the founder international food brand, Pic’s Peanut Butter (https://www.picspeanutbutter.com/)

Andre Eikmeier – cofounder of $100 million online wine retailer, (https://Vinomofo.com.au) Also founder of The Good Empire and Year of the Planet.

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)      

What to listen out for:

0.45: Hunter S. Thompson quote on the nature of the music industry.

1.20: The story of how AC/DC launched their album Highway to Hell in 1976.

5.59: Brand expert reveals when is the right time to launch a brand.

8.14: Brand expert on the role of key influencers.

11.25: Why brand launches are so important.

12.40: Invite your bank manager to the brand launch, it might help you get a loan more easily in future.

16.42: It’s your networks that bring you back from failure.

18.07: The three phases of brand launches – ‘pre’, ‘during’ & ‘post’.

19.12: The importance of follow up.

19.55: How to work with media to get free publicity for your business.

21.41: The role ‘community’ plays in a successful launch.

24.05: The story of Peanut Butter World, and how that was launched successfully.

29.30: ‘Brands’ are a nonsense, it’s the people behind companies that make it real.

33.10: NERD UNDER PRESSURE – recurring segment featuring Jon Michail

Resources & links:

AC/DC album sales for Highway to Hell https://chartmasters.org/2018/02/cspc-ac-dc-popularity-analysis/47/

The city of Nelson, New Zealand, population 40,000 https://en.wikipedia.org/wiki/Nelson,_New_Zealand

On average It takes two to three years for a new business to become profitable https://www.freshbooks.com/hub/startup/how-long-does-it-take-business-to-be-profitable

Liverpool team song https://www.youtube.com/watch?v=kWfmR_XgZxw

What is a goodie bag? https://www.oxfordlearnersdictionaries.com/definition/english/goody-bag

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The post #3. How to launch a brand (or startup / product) with no money, get attention, & look like a complete superstar! appeared first on Nerds Of Business.

]]> https://nerdsofbusiness.com/show-episode/how-to-launch-a-brand-with-no-money-get-attention-look-like-a-complete-superstar/feed/ 0 #2. Brand positioning: how to ‘carve out’ market share & annoy the hell out of your competitors https://nerdsofbusiness.com/show-episode/brand-positioning-how-to-carve-out-market-share-annoy-the-hell-out-of-your-competitors/ https://nerdsofbusiness.com/show-episode/brand-positioning-how-to-carve-out-market-share-annoy-the-hell-out-of-your-competitors/#respond Mon, 15 Jun 2020 15:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/brand-positioning-how-to-carve-out-market-share-annoy-the-hell-out-of-your-competitors/ Season 1: ‘The Branding Series’ / Episode # 2 The Secret To Building Your Brand? The Positioning. You Need To Stand Out & Connect With…

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Season 1: ‘The Branding Series’ / Episode # 2

The Secret To Building Your Brand? The Positioning. You Need To Stand Out & Connect With The Emotions Of Your Customers. Brand Experts Reveal What It Takes, Why It’s Important, And Top Entrepreneurs Share True Stories That Will Help You ‘Crack The Code’ To Growth In Your Own Venture.

Feature Story: The CEO of a $1 BILLION company shares, Rob Newman of Nearmap, shares his story on how brand positioning helped them scale in the North American market.

“Actually, what you need to do is focus, focus, focus. Who is the one customer who you can win with, and be the world’s best at for that one customer? Once you’ve got them, you’ll get two and then you’ll get four and then eight. Then eventually you’re going to have market domination”. – Dr Rob Newman, CEO of Nearmap.

Guest Bios:

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).

Pic Picot (https://twitter.com/pics_uk) is the founder international food brand, Pic’s Peanut Butter (https://www.picspeanutbutter.com/)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)      

What to listen out for:

0.45: Mystery brand recognition game for listeners

2.19: Brand positioning example using the (mystery) globally recognised brand

4.07: How does brand positing work from a technical perspective

7.06: The 4 to 7 P’s of branding

10.42: The importance of clarity in mission statements to define what you stand for

12.49: Rob Newman on the ‘weird schizophrenia’ required to be an effective CEO

17.16: Entrepreneur tip: ‘tell me the colour of the eyes of your first customer’

18.00: How to use exclusions and negatives to define your brand position

22.00: Why metaphors and irony don’t work in advertising

23.42: How Pic’s Peanut Butter came to ‘own their brand category’

26.44: The importance of delegation in scaling a business

31.10: What is brand alignment and why is it so important

33.58: How even marketing departments of big brands make mistakes with branding

35.57: NERD SUPERPOWER – recurring segment – featuring Fred Schebesta

39.07: NERD UNDER PRESSURE – recurring segment featuring Rob Newman

Resources & links:

Donald Trump speech transcription https://www.rev.com/blog/transcripts/donald-trump-phoenix-arizona-rally-transcript

‘The Wayback Machine’: https://archive.org/web/

Coca Cola brand fail https://www.marketing91.com/coca-cola-brand-failure/

*****

Enjoyed this podcast? >>>> Please SHARE via text or social media ((!))

Get in touch with us here: https://nerdsofbusiness.com/contact/

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]]> https://nerdsofbusiness.com/show-episode/brand-positioning-how-to-carve-out-market-share-annoy-the-hell-out-of-your-competitors/feed/ 0 #1. How to create a $100 million brand: the secret to designing a brand identity so good it can take you from start-up to the ‘rich list’ https://nerdsofbusiness.com/show-episode/how-to-create-a-100-million-brand-identity-startup-to-richlist/ https://nerdsofbusiness.com/show-episode/how-to-create-a-100-million-brand-identity-startup-to-richlist/#respond Sun, 31 May 2020 14:00:00 +0000 https://nerdsofbusiness.com/captivate-podcast/how-to-create-a-100-million-brand-identity-startup-to-richlist/ Season 1: ‘The Branding Series’ / Episode # 1 Building your brand all starts with the brand identity. Branding experts and top entrepreneurs reveal what…

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Season 1: ‘The Branding Series’ / Episode # 1

Building your brand all starts with the brand identity. Branding experts and top entrepreneurs reveal what it takes to get it right, why it’s so important, and the key opportunities you’re probably missing in your own brand identity.

Feature Story: Andre Eikmeier of Vinomofo and Why a one letter change in the brand name was a key inflection point to achieving a $100 million valuation.

“In the context of branding it’s really important to reflect on the fact that we didn’t set out to call this Vinomofo. We didn’t set out to say ‘hey, let’s be ‘wine motherf_____s’.” – Andre Eikmeier, co-founder of Vinomofo

Guest Bios:

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Andre Eikmeier (https://twitter.com/andre_eikmeier) is cofounder of $100 million online wine retailer, Vinomofo (https://vinomofo.com.au) Also founder of The Good Empire and Year of the Planet.

Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, & founder of Credit Fix Solutions (https://creditfixsolutions.com.au)

Ben Carew (https://www.linkedin.com/in/bencarew/) is director of SEO & Analytics at Webbuzz- The Growth Marketing Agency (https://webbuzz.com.au)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)       

What to listen out for:

3.01: ‘Sneak peek’ of feature story

4.04: the historical origin of branding

5.02: branding expert reveals what ‘brand’ really means today 

6.39: branding expert on why branding is so important

7.39: how branding complements ‘direct response’ marketing

9.47: Entrepreneur Fred Schebesta’s journey from ‘branding sceptic’ to ‘branding convert’ at Finder.com.au

10.41: Fred Schebesta on branding as a ‘defensive moat’  

12.26: Branding expert reveals the four key theoretical elements to brand identity

14.21: Ben Carew on why logo design is so important for online marketing conversion of web traffic to lead or sale

19.28: Branding expert reveals the technical process for creating a brand identity

20.58: Branding expert explains what ‘category codes’ are 

23.45: Feature story – Andre Eikmeier of Vinomofo and how a one letter change in the brand name was a key inflection point to achieving a $100 million valuation

30.50: Fred Schebesta on being in a ‘constant state of beta’

31.10: Fred Schebesta on creating a ‘phoenix company’, not a ‘unicorn’

31.59: Branding expert reveals the single most important aspect for a good brand identity – ‘fix and flex’

34.18: Entrepreneur Victoria Coster reveals her experience developing a brand identity, as a small business owner

36.06: ‘THE NERDOMETER’ – recurring segment

37.53: Host Darren on the three key takeouts from the episode

39.53: ‘NERD UNDER PRESSURE’ – recurring segment 

Resources & links:

The historical origin of branding https://en.wikipedia.org/wiki/Brand

Key statistic: Global advertising industry annual turnover $560 billion https://www.statista.com/statistics/236943/global-advertising-spending/

Coca Cola brand equity value: https://www.forbes.com/sites/kurtbadenhausen/2018/05/23/the-worlds-most-valuable-brands-2018/#96b24cc610c1

Key statistic: 500,000 global brands in existence https://www.inc.com/encyclopedia/brands-and-brand-names.html

The book Story Wars, by Jonah Sachs http://www.jonahsachs.com/books-1

The book Zero To One, by Peter Thiel https://github.com/huynhthaihoa/Book/blob/master/Zero-to-One-Notes-on-Startups-Peter-Thiel.pdf

User testing platform Pollfish https://www.pollfish.com/

Small business education program Business Blueprint https://businessblueprint.com.au/

*****

Enjoyed this podcast? >>>> Please SHARE via text or social media ((!))

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]]> https://nerdsofbusiness.com/show-episode/how-to-create-a-100-million-brand-identity-startup-to-richlist/feed/ 0 ‘Nerds Of Business’ – Podcast Trailer https://nerdsofbusiness.com/show-episode/trailer/ https://nerdsofbusiness.com/show-episode/trailer/#respond Sun, 26 Apr 2020 20:45:00 +0000 https://nerdsofbusiness.com/captivate-podcast/trailer/ Everyone knows running a business is hard. But no one talks about how it makes you feel. The reality is that entrepreneurs are often stressed,…

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Everyone knows running a business is hard. But no one talks about how it makes you feel.

The reality is that entrepreneurs are often stressed, or frustrated.

I’m Darren Moffat, your host. I’ve founded two companies, and as a director at Webbuzz the growth marketing agency I’ve worked with hundreds of business owners.

This podcast has a simple vision: to make entrepreneurs happier!

We do it by finding answers to the key challenges all businesses must overcome. Each episode is a piece in the puzzle to help you ‘crack the code’ to growth.

It’s an epic mission. I knew from the start we’d need help. But WHO could reveal the answers?

And then it came to me.

You can count on a nerd to solve the problem. So I went looking for nerds, and it turns out they’re everywhere!

Like this founder of a $250 mill internet business…

““I always start with the marketing first. Even before I build the product. And a lot of people go, oh, we should think about marketing later. Before we build the product, we need to form this up. Amazon does this great. You want to build a new product, you have to write a press release – a one-page press release before you even begin. I was just at Amazon’s office in New York.”

And this former venture capitalist who’s now the CEO of a public company…

“Well no, we got up well over a billion-dollar market cap, you know, through that education and storytelling. We got Australian investors to understand these type of technology businesses by looking at the growth of your top line rather than the profit and loss of your bottom line.”

I talk to experts who nerd out with technical solutions…

“The key thing for brand identity is fix and flex. Is that ‘nerdy’ thing? That’s nerdy, that’s very nerdy. We’re into the ‘brand nerd’ territory here.”

And we have fun with segments like this…

“The ‘Nerdometer’. A rating out of ten, how nerdy are you? I say I’m probably up there, maybe eleven. Eleven! Oh my god, you’ve broken the Nerdometer. There you go, you’ve some applause.”

You’ll hear amazing insights. You’ll feel inspired. And you’ll learn actionable strategies to power the growth of your own business.

So join me, fortnightly on Tuesdays. Subscribe to Nerds of Business, FREE where ever you get your podcasts.

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