Episode 10: Branding and Focus

“Our audience is everyone.” If I had a nickel for every time I’ve heard that sentence after asking a marketer or executive, I’d be a very rich man. Instead, in order for a brand to be successful, it must focus its efforts on defining its ideal audiences, even if it ultimately wants to appeal to a broad set of potential customers. I use Apple as an example of this.

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Greg Kihlstrom
Episode 5: Great Branding Differentiates

While it may seem obvious, setting your brand apart from the competition is often easier said than done. Successful brands think beyond purely aesthetic or surface differentiation and find ways to meaningfully occupy an idea in their consumer's minds.

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Greg Kihlstrom
Episode 3: Your Brand is a Relationship

Successful brands understand that customers have unlimited choices, and a two-way relationship keeps you top of mind with consumers. This is not far-fetched or unrealistic when brands approach it by solving real challenges that their clients have, and positioning themselves in a way to solve those challenges better than their competitors.

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Greg Kihlstrom
Episode 2: Your Brand is More Than a Logo

As Jeff Bezos famously said, "your brand is what people say about you when you're not in the room." While much effort is spent on logos, brand guidelines, and messaging structures, if your brand doesn't resonate with your audiences, they will write their own version for you.

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Greg Kihlstrom
Episode 1: Your Brand is a Vocabulary

How do you create a vocabulary that people inside and outside your organization will want to adopt and use to talk about you? If you create it well, it will be something that employees are able to easily use, and something that is meaningful to your customers.

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Greg Kihlstrom