Avoiding the innovation trap

Does your organisation know how to leverage its brand in relation to sporting organisations, teams, athletes and fans? Or are you a sports organisation struggling to understand how to leverage brand for the benefit of your sport? You will learn how to navigate a highly charged, complex sector, why brand personas are essential in sports, and why only the most authentic brand relationships will create lasting connections with your sports community.

In this episode, Adam & Rhi break down the real impact of focusing too much on technology - backed by research and real-world examples. He explains how strong storytelling, smart positioning, and clear communication help solve the greatest business challenges - especially in innovation-driven industries.You'll hear practical ways to build a case for brand investment, from auditing your communications to using external perspectives to influence decision-makers. If you’re looking to make brand a business priority, this conversation is packed with insights you can use.

Yiannis Maos (CEO, TechWM) and Iain Mansell (Head of West Midlands Regional Engagement, Connected Catapult) joing to discuss how tech is no longer just an industry - it’s the thread running through every industry.The West Midlands has been the UK’s fastest-growing tech sector for years, but growth alone isn’t enough. The challenge is turning startups into scale-ups, raw talent into industry leaders, and ambition into investment.🔹 Tech is the hook - pulling in new ideas, industries, and opportunities.🔹 Brand is the bridge - connecting innovation with people, markets, and growth.🔹 Leadership is the unlock - because without a strong, shared story, even the best ideas get lost.The region is young, diverse, and full of potential. But if businesses don’t develop meaningful brands and commercialise their innovation, they risk getting drowned out in a noisy marketplace. If you’re in the ecosystem or beyond, whether a startup founder, a corporate innovator, or an investor - it’s time to ask:Are you telling the right story?

Andrew (ex-Head of Brand, Severn Trent) & Karen (ex-Global Marketing Services Manager, MG Rover) discuss lessons learned on both sides of the table. Client horror stories from when THEY were the client The danger on choosing agencies based on industry specialism The core challenge of brand strategy

93% of industrial companies in the UK believe they have made real progress towards net-zero goals. But, two-thirds are afraid of greenwashing accusations and one-third actively keep quiet. This is the greenhushing effect. Adam Concar & Rhiannon Lowe review the research and provide advice for how brands should respond to break the cycle of greenhushing, improve confidence and power progress. 

What happens when companies go quiet about their net zero progress and ambitions? Those who are doing nothing, and therefore saying nothing, get away with it. Gillian Daines, Global Head of Corporate Communications at OCI Global, discusses the danger of greenhushing on the latest episode of brand bridge with Adam Concar & Rhiannon Lowe. She also talks about: 👉 How OCI Global built sustainability into the core of their brand 👉 How to avoid greenwashing and greenhushing 👉 How their brand strategy is enabling their business strategy

Rhiannon Lowe is in the top three finalists for the Brand Strategist of the Year Europe (Transform Awards) and joins us on the latest episode of Brand Bridge. She observes that while many brands try to develop purpose, they still sound the same and look the same. This is often because the development of purpose is done in a vacuum so it doesn't connect with the people your organisation is trying to engage. Rhiannon discusses the collaborative and co-creative process of developing something deeper than brand purpose - brand meaning. And how defining meaning can drive a more emotional connection and stronger brand experience, which then powers better performance.

From "wasting a good education" to defining a moment for the nation, Rebecca Battman, founder of rbl Brand Agency shares her story. She covers how a quiet, shy girl defied convention and built an international strategic brand agency, the work she is most proud of, and the relationship between fear and self-confidence.

Often, brand is more philosophy than business. More chin stroking than change making. Big blue skies, but a bit out of touch with reality. Andrew Milton, Director of Operations and Planning at rbl, challenges this saying, “your brand strategy is the flip side of your business strategy.” In other words - done right, brand strategy should help you achieve a truly transformational objective that makes an on-the-ground difference - whether it’s helping increase engagement, membership, or revenue. rbl’s senior team chats about the difference brand has made in the businesses they’ve worked in (Jaguar Land Rover, Barclays Bank, Severn Trent, etc.). And how they’ve seen it achieve transformational results for our clients.