On Brand with Nick Westergaard podkast

Sonic Branding with Mastercard's Raja Rajamannar

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“If you look at designing a brand logo in a visual form, there’s an infinite amount of material. With sonic branding, you have no choice but to create your own playbook. You need to understand the impact that sound has on people’s emotions.” Sonic branding was one of the many marketing and media disruptions I discussed this week with Raja Rajamannar, Chief Marketing & Communications Officer for Mastercard and author of the new book Quantum Marketing. About Raja Rajamannar Raja Rajamannar is Chief Marketing & Communications Officer for Mastercard and president of the company’s healthcare business. He also serves as president of the World Federation of Advertisers. With more than 30 years as a global executive, Raja has held C-level roles at firms ranging from Anthem to Humana and has overseen the successful evolution of Mastercard’s identity for the digital age, from its Priceless experiential platforms to marketing-led business models. His work has been featured by Harvard Business School and Yale School of management case studies and taught at more than 40 top management schools around the world. Raja earned an MBA from the Indian Institute of Management and a Bachelor of Technology degree from Omania University. He’s also the author of the new book Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers. Episode Highlights “This has been the most disruptive year for every single company including Mastercard.” And every sector that Mastercard works with has been affected differently. For example, e-commerce has been booming while airlines have frozen. “When revenue is under pressure, marketing dollars are restrained.” With smart speakers, we have to get past the tech and embrace sonic branding. “If you look at designing a brand logo in a visual form, there’s an infinite amount of material. With sonic branding, you have no choice but to create your own playbook. You need to understand the impact that sound has on people’s emotions.” As Raja points out, Alexa and Google only know the top brands. “You have to get past these new gatekeepers and influencers.” Speaking of visual brand identity, what went into dropping the brand name from the Mastercard logo? “We did a lot of research and testing first,” Raja shared. First, they answered the question of why they were proposing this. “The space for our brands to show up today—mostly digital screens—is getting smaller and smaller.” They also tested who could identify the brand without the words and found that 84% globally could still identify Mastercard. What brand has made Raja smile recently? Raja told us a tale of how Burger King made him smile by embracing another disruptive technology—geofencing—to poke at their competitor McDonalds. To learn more, go to quantummarketing.com and connect with Raja on LinkedIn. 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, Spotify, Google Play, Stitcher, 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!

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    The Metaverse for Brands (Plus, On Brand Joins MPN!)

    34:01

    “The metaverse will create gaps between the haves and have-nots that brands can fill.” In addition to breaking down the metaverse and leading the way on influence marketing (not just influencer marketing), Jason Falls recently founded a new network for marketing podcasts aptly titled the Marketing Podcast Network, which On Brand is a proud member of. We discussed all of this and more, this week on the show. About Jason Falls Jason Falls is a leading digital strategist, author, speaker, and thinker in the digital and social media marketing industry. He is an innovator in the conversation research segment of social analytics, having published the first-ever Conversation Report in 2012. He is the author of three books: Winfluence - Reframing Influencer Marketing to Ignite Your Brand; No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing, co-authored with Erik Deckers; and The Rebel’s Guide to Email Marketing, co-authored with DJ Waldow. In 2021, he founded and serves as executive producer of the Marketing Podcast Network. Episode Highlights & Takeaways Building multiple podcast brands. In addition to being the founder and executive producer of the Marketing Podcast Network, Jason is also the host of not one but two marketing podcasts himself—Digging Deeper and Winfluence. How do you know when you should start a second podcast? Jason breaks down his decision-making process during this week's episode. (SPOILER ALERT: It all comes down to focus and audience.) Jason explains the Metaverse. I know this sounds like a tall order but, once again, Falls delivers. While Facebook/Meta has been in the news a lot recently, Jason did a great job of detailing what this means and the opportunities on the horizon for brands. What brand has made Jason smile recently? Jason shared a smile-worthy story about his recent trip to his eye doctor, Visonworks in Lousville. To learn more about the Marketing Podcast Network, go to marketingpodcasts.net. To learn more about Jason, check out jasonfalls.com. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review? Check this out.) 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 a part of the Marketing Podcast Network. Until next week, I’ll see you on the Internet!
  • On Brand with Nick Westergaard podkast

    What to Do If Your Brand Sucks with Ernie Harker

    27:29

    “If you start off on the wrong foot and your brand isn't in line with the attitudes or personality of the brand, there's confusion.” Or, to put it bluntly, your brand sucks. That's the title of strategist Ernie Harker's new book. We discuss how to ... not build a brand that sucks this week on the On Brand podcast. About Ernie Harker Ernie Harker is a creative branding mastermind. He recently published Your Brand Sucks, a book that reveals why most companies get branding wrong and reveals the secrets he has used to assist dozens of companies define a clear image and personality for their brands. One of his greatest successes was to help revitalize an old-western retail chain into a $3 billion high-energy adventure brand. He leads workshops, gives presentations, and offers an online masterclass to help organizations define and develop remarkable brands. Buckle up because his dynamic personality and passion for brand development will have you racing to build your brand. His friends call him Ernburn. Episode Highlights & Takeaways Why do most brands suck? “Most suck because we develop the logo first,” Ernie explains. This is focusing on the wrong thing. So, where should you start your brand-building work? “The first step is defining what makes you different from your competition—really different and special. It can't be something that everyone says like 'our people.'” A callback to a previous On Brand guest. To avoid saying the same things as your competition, you have to go deep. Ernie reminded us of the approach of past On Brand guest Jay Acunzo in continuing to ask the question why. You have to 'why' your brand to death. What brand has made Ernie smile recently? Marvel! Why? “I dabbled in comics as a kid but they've re-inspired me with these stories through their movies and Disney+ (series).” To learn more, go to ernburn.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 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, Spotify, Google Play, Stitcher, 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!
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    Measuring Brand Dominance with Jonathan Tuttle

    24:30

    “Good things take time to build.” In his work as Founding Director of the digital marketing agency Revenue Ascend, Jonathan Tuttle helps brands of all shapes and sizes build good things. How do you know if something in marketing is good? Measurement and ROI—and we spent a lot of time talking about best practices and more this week on the On Brand podcast. About Jonathan Tuttle Jonathan Tuttle is the Founding Director of Revenue Ascend, a leading digital marketing agency based in Chicago. The firm is focused on driving new growth and generating measurable ROI. The agency was designed to dominate the market while working with each brand individually. Beyond this foundation, Revenue Ascend also creates a customized tactical marketing playbook and growth strategy. Jonathan is also a Fund Manager at Midwest Park Capital, a private real estate investment firm. Episode Highlights & Takeaways WORLD DOMINATION! As Jonathan’s bio notes, Revenue Ascend helps clients dominate the market. We kicked off the show defining domination. “It’s really about being everywhere,” he notes. Measurement and ROI best practices. Before planning your 2022 digital marketing strategy and budget, be sure to listen to Jonathan’s best practices on what to measure and when. “A lot of times we expect to get $1 back out for what we put in yesterday. Good things take time to build.” What brand has made Jonathan smile recently? In a first in the nearly 300-episode history of the On Brand podcast, we stumped our guest. Why? “I’ve been really frustrated. So many businesses have been dropping the ball and not giving back.” To learn more, go to RevenueAscend.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 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, Spotify, Google Play, Stitcher, 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!
  • On Brand with Nick Westergaard podkast

    Building a Social-First Brand with David Brickley

    26:53

    “People want to interact with people—not brands.” David Brickley has been helping brands interact with their people through his agency STN Digital and his two podcasts Business of Social and Entrepreneur Wrap. This week he joined me as a guest on my podcast to talk about how to build a social-first brand. About David Brickley After working with his first-ever client, Kobe Bryant, David Brickley used that as motivation to launch STN Digital in 2013, and has since grown an award-winning team of some of the best talent in the industry. STN Digital is an expert at launching brands and building highly-engaged audiences. STN is a social-first marketing agency and provides services ranging from 360 marketing, social media management, paid media, on-site activations and anything in between. STN Digital works with some of the biggest brands in the world including Amazon, the Olympics, NBC, FOX, & HBO to name a few. David is also the host of two podcasts, Business of Social and Entrepreneur Wrap, which was ranked by Forbes as a Top 10 podcast every business owner should listen to. Episode Highlights & Takeaways Using a Platform Mindset isn’t just for big brands. We talked a lot about how mega-brands like Disney can use their various brands and sub-brands' social channels to amplify their message. However, David was quick to note that smaller brands can embrace this mindset by working through brand ambassadors. “You’d be amazed what people will do for a free hoodie.” Fun Fact: 95% of podcasts end after episode three. I guess David and I have a lot to be proud of! What brand has made David smile recently? “Liquid Death Mountain Water. They’ve been such a disrupter in the water space.” Even the name Liquid Death brings a smile to your face! “What they’ve really done is build a lifestyle brand.” To learn more, check out the STN Digital website and David’s two podcasts—Business of Social and Entrepreneur Wrap. 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, Spotify, Google Play, Stitcher, 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!
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    The Art of Visual Storytelling with Dan Roam

    33:03

    “We are profoundly visual creatures. We respond to what we see more than anything else.” Dan Roam has spent his career helping people master the art of visual communication and storytelling. His books from Back of the Napkin to his latest, The Pop-Up Pitch, help organizations and individuals put this system into action. I couldn't wait to discuss all of this with him this week on the On Brand podcast. About Dan Roam Dan Roam is the author of five international bestselling books on business-visualization and communication clarity. The Back of the Napkin was named by Fast Company, The London Times, and BusinessWeek as the 'Creativity Book of the Year.' Dan's book, Draw to Win, debuted as the #1 new book on amazon.com in the categories of Business Communications and Sales & Marketing. Dan is a creative director, author, painter, and model-builder. His purpose in life is to make complex things clear by drawing them and to help others do the same. Dan has helped leaders at Google, Microsoft, Boeing, Gap, IBM, the US Navy, and NASA solve complex problems with simple pictures. Dan and his whiteboard have appeared on CNN, MSNBC, ABC, CBS, Fox, and NPR. His latest book—The Pop-Up Pitch—is available for pre-order now. Episode Highlights & Takeaways Check out Dan's new book The Pop-Up Pitch: The Two-Hour Creative Sprint to the Most Persuasive Presentation of Your Life. As the book promises, you'll learn to spend two hours creating ten pages that will transform your audience in seven minutes, no matter what story you need to tell. “The best way to teach someone is to tell them a story. Everyone needs to be a storyteller.” – Dan Roam, #OnBrandPodcast I also can't say enough good things about Dan's other books including Back of the Napkin, Show & Tell, and Draw to Win. What brand has made Dan smile recently? Allbirds isn't just a client of Dan's—he's also their number one fan. “I'm wearing the most comfortable shoes in the world!” I couldn't agree more. To learn more, check out Dan's website DanRoam.com. He's also got several useful Pop-Up Pitch templates there as well. 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, Spotify, Google Play, Stitcher, 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!
  • On Brand with Nick Westergaard podkast

    Choosing Your Customer with Jonathan Byrnes

    30:42

    “In the old days, branding was a very broad thing. Today it's picking your spot.” Jonathan Byrnes knows a thing or two about building a profitable brand for the long haul. He's a Senior Lecturer at MIT, founding partner of Profit Isle, and the author of two books and numerous HBR articles. He's also my guest this week on the On Brand podcast. Enjoy! About Jonathan Byrnes Jonathan Byrnes is founding partner and chairman of Profit Isle, a highly successful MIT spin-off SaaS software company that helps organizations increase profits by 10–30 percent using its profitability analytics and management process. A widely followed thought leader on profitable growth and innovative customer-supplier relationships, Byrnes is a frequent speaker and writer who has advised over 100 companies and institutions. He earned a doctorate from Harvard and has been a Senior Lecturer at MIT for 30 years. In addition to his popular HBS column, “The Bottom Line,” he is the author of Islands of Profit in a Sea of Red Ink, an Inc. Best Book for Business Owners and Choose Your Customer: How to Compete Against the Digital Giants and Thrive. Episode Highlights Branding today ... “All you had to do was maximize revenue and minimize cost. In the old days, branding was a very broad thing. Today it's picking your spot.” First things first. Throughout our conversation, Jonathan stressed the importance of choosing your spot. “Look where you're actually making money,” he notes. Unless, of course, your competition is Amazon. “If you're in a space with Amazon you're doomed.” According to Jonathan, one of the best things you can do is ... “Add your CFO into the branding mix.” This can provide a critical and profitable perspective. What brand has made Jonathan smile recently? Irony alert! “This is going to sound funny but Amazon. They perfectly meet my needs.” To learn more about Jonathan, check out his new book Choose Your Customer on his website or (where else?) on Amazon! 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, Spotify, Google Play, Stitcher, 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!
  • On Brand with Nick Westergaard podkast

    Qualitative Research in Branding with Duane Varan

    25:58

    “A lot of the assumptions we make are bad assumptions.” When it comes to making assumptions, sometimes we marketers can't help ourselves. To avoid this, we need to ensure that we have a good mix of both quantitive and qualitative research. Dr. Duane Varan is a leader in the field of qualitative research and was my guest this week on the On Brand podcast. About Duane Varan Dr. Duane Varan is CEO of both MediaScience and HarkConnect. He is the recipient of numerous awards including the Australian Prime Minister’s Award for University Teacher of the Year, and is a global pioneer in developing new methodologies for the study of audience behavior. MediaScience is a leader in lab-based audience research counting almost every major US television network, social media platform and many global brands as clients. HarkConnect is the world’s most advanced qualitative research platform. Although Dr. Varan is now based in industry, he continues to contribute to academic journals. In fact, in four of the past six years, his work was voted as Best Paper of the year or runner up for Best Paper by the Journal of Advertising Research. Episode Highlights “Qualitative gives us space to explore.” I kicked off our conversation by asking Duane what makes qualitative research different. He also cautioned against the stigma that it's not as serious as quantitative. “That's a mistake.” How is HarkConnect different when it comes to qualitative research? “We have a direct measure of emotion vs. what people are telling us,” Duane said, as he shared how the technology works. A balanced diet of metrics. I couldn't resist being a little punny ... Duane stressed that there are actually three data sets that should be in your diet—qualitative research, quantitative research, and your performance metrics. What brand has made Duane smile recently? M&Ms! “I smile every time I see the characters.” To learn more about Duane, check out the websites for HarkConnect and Media Science. 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, Spotify, Google Play, Stitcher, 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!
  • On Brand with Nick Westergaard podkast

    How Native Ads Build Better Brands with Dan Greenberg

    33:59

    “If you can design triggers into the thing someone’s already doing, you make advertising even more impactful.” Expanding the definition of advertising to include more human-centric and respectful ideas has been at the heart of Dan Greenberg’s work as CEO and founder of Sharethrough and as a leader in the native advertising movement. We discussed all of this and more this week on the On Brand podcast. About Dan Greenberg Dan Greenberg is the CEO and Founder of Sharethrough, the largest independent native advertising platform that powers in-feed native ads for publishers like Forbes, Time, and CBS and enables marketers like Coca-Cola and P&G to programmatically distribute branded content at scale. He dropped out of the Stanford Masters program to start Sharethrough and went on to popularize the term “native advertising” in 2008 and now serves as Chair of the IAB Native Ad Committee. He has been named to Ad Age’s 40 Under 40, Forbes 30 Under 30, Inc.’s 35 Under 35 Founders List, and honored as an Ad Age Media Maven. Episode Highlights “I have money and can steal time” is an advertising approach that’s fading. Dan notes that native advertising is more human as it demands mutual respect between the consumer and the brand. When building a business becomes a movement. “This seed of an academic idea (respectful, human advertising) turned into a business and that turned into a movement,” says Dan. The rest is native advertising history. How to create a movement. Dan was quick to stress that this doesn’t happen on its own. “It starts with conviction. It starts with community.” He then went on to reverse engineer the process behind how this happened in the native advertising movement: Live in the future Find conviction Name it and frame it Help other people find it Speaking of the future, we also did a lot of talking about Web 3. Do yourself a favor and listen to the whole episode but Dan notes that Web 3 will be “owned by users, not the platforms.” What brand has made Dan smile recently? In keeping with our Web 3 theme, Dan pointed to Gary Vaynerchuk and the engaging, human content he creates as a brand that’s made him smile. To learn more about Dan, follow him on Twitter and check out the Sharethrough website.
  • On Brand with Nick Westergaard podkast

    What the Pandemic Means for Brands with Emmanuel Probst

    29:33

    “The pandemic has forced brands to change the way they communicate and the way they operate.” As a research professor, author, and VP at Ipsos, Emmanuel Probst spends a lot of time studying, teaching, and writing about consumer behavior. His latest update to Brand Hacks provides brand builders with a useful compass for navigating the increasingly challenging world we find ourselves in. We discussed all of this and more this week on the On Brand podcast. About Emmanuel Probst Dr. Emmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements. As Senior Vice President at Ipsos, Emmanuel supports his clients by providing them with a full understanding of their customer’s journey. His experience spans a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies, and media outlets. He is the author of the upcoming book Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning (September 2021). Dr. Probst teaches Consumer Market Research at the University of California at Los Angeles (UCLA). Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from Nottingham Trent University, United Kingdom. Episode Highlights What does the ongoing global pandemic mean for brands? “Everything has changed and nothing has changed.” Brands are still focused on the quest for meaning. What has changed specifically? “What has changed is how we deliver our brands to our customers. The world now is hybrid—or else.” Brands need to demonstrate their purpose. “You need to demonstrate purpose instead of just talking about it,” says Emmanuel. “Brands like Patagonia and National Geographic are built around purpose.” But, he notes, tech brands like Google and Apple are starting to retool around purpose. What brand has made Emmanuel smile recently? In keeping with our theme of brand meaning and purpose, Emmanuel pointed to the (long overdue) rebranding campaign of Ben's Original, formerly Uncle Ben's. This is another example of a brand walking its talk. To learn more about Emmanuel, check out his book Brand Hacks on Amazon, the useful resources on the Ipsos website, as well as Emmanuel's own site. 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, Spotify, Google Play, Stitcher, 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!
  • On Brand with Nick Westergaard podkast

    Why Conflict Is Critical in Storytelling with Norman Bell

    29:12

    “Storytelling is in the air for business but why is that? Why is it so important?” These questions and more were at the very heart of my interview with Norman Bell, author of The Story Powered Speaker, this week on the On Brand podcast! About Norman Bell Norman Bell is a storytelling and presentation coach, award-winning speaker, theater and film actor, and author of the book, The Story Powered Speaker: How to Own the Stage, Enchant your Audience, and Grow Your Business Using the Magical Power of Storytelling. Norman is passionate about helping purpose-driven entrepreneurs and organizations communicate their stories and messages more effectively so that they connect with their audiences on an emotional level, which leads to more clients, more donations, and more impact. Episode Highlights Where do you start with storytelling? Norman often asks his workshop attendees to start with their why—their origin story. “I focus on telling stories on stage but it applies to all channels.” The trouble with business stories. Norman notes that we get business stories wrong a lot of the time. “Are your business success stories really stories? They have the word story in them but we spend most of our time on the solution—on our features, benefits.” Norman went on to tell us about the power of conflict in the stories that we love. If Star Wars was a business story ... as further proof that business focuses too much on the solution, Norman sketched out the business-story version of Star Wars (1977), which would be 80% medal ceremony rather than the final five minutes of the movie that it actually is. What brand has made Norman smile recently? He gave us two. First up, Tom's of Maine. Norman likes the daily reminder on his toothpaste to “Do a little good today.” Plus, as Norman noted, Tom's walks the talk. He also talked about Simone Biles's courage for taking a stand for her own mental health at the Olympics. Brave stories all the way around. To learn more about Norman, check out his website, StoryPoweredSpeaker.com. He also provided his email at the end of the interview for getting a free PDF of his book! 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, Spotify, Google Play, Stitcher, 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!

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