Blog Archives
EP062 – Edward Hartman, Co-Founder, LegalZoom
Eddie Hartman created LegalZoom 20 years ago with two friends and built it into the best-known legal brand in the United States. LegalZoom has over 4 million customers and more than half of all Americans know the brand.
I have been a customer for a mighty long time and having this chat with Eddie was just incredibly stimulating and rewarding. We talk about how celebrity lawyer Robert Shapiro became the face of the company, we discuss the impact of assurance and how ‘brand’ is the future promise about something you can not guarantee today, how the word ‘zoom’ used to stand for LegalZoom before the pandemic hit, and Eddie shares tons of actionable brand advice for any entrepreneur, CEO and CMO alike.
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On The Branding Lab Podcast
What branding means to me, today, and everything about the key learnings of my second book, Bigger Than This.
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EP061 – Matthew Barnett, Papa Bear, Bonjoro
In the last episode we were in Iceland, today we are in Australia, and finally, we have a B2B brand on the show again: A tech brand that is in the business of converting, retaining, and growing your customers with delightful personal video messages sent at just the right moment.
But Bonjoro is not your typical tech company – it has brand and culture at its heart. It is about creating customer love, and it is a weird brand, a fun brand, a brand that is not afraid to stand out, most probably more afraid to blend in.
Matt and I talk about the importance of branding for B2B companies, about brand copy, about creating funnels for a brand that has multiple audiences with multiple pain points, and of course, we talk about the importance of bears to Bonjoro hence Matt’s unusual title.
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Trends in branding?
I discuss which areas of branding require continuous ‘Zeitgeist adjusting’ and which should remain timeless.
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EP060 – Björn Steinar Jónsson, Founder & CEO, Saltverk
Björn Steinar Jónsson runs Saltverk, which produces hand-harvested sustainable sea salt using only energy from geothermal hot springs in the northwestern fjords of Iceland. Saltverk’s salt-making method is based on the traditional methods of the 17th-century, which means that during the entire process they leave zero carbon footprint.
The salt is used in many of the world’s best restaurants (great story about Noma in the interview) and it was time to sit down and talk about the concept of ‘brand’ with Björn, whose product I have been enjoying for a little while now.
It was a great pleasure and I hope you will enjoy Björn’s story of harvesting salt, his empathetic viewpoints on sustainability, trust, and brand purpose which should be inspirational for any brand builder, marketer, and foodie alike.
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How to bring your brand to life
And why I believe company culture is the key foundation to great branding, and how Instagram shows the true soul of a brand
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How to create the perfect brand name
The Birth of The Perfect Name
…and why I write a brand obituary as part of that process?
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How to differentiate and position your brand
A Lesson In Positioning…on the hand of Planet Fitness, one of my case studies from Bigger Than This
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EP059 – Nicole Gibbons, Founder & CEO, Clare
Interior designer Nicole Gibbons set out to ‘take the pain out of paint’ through her brand Clare where she has pioneered an easier, faster, and more inspiring way to shop for paint.
Fast Company proclaimed “The Warby Parker of paint is here” and Nicole has just been named one of Inc’s 100 Women Building America’s Most Innovative and Ambitious Businesses.
In a fascinating conversation, we dive into sustainability, physical retail experiences versus D2C, Clare’s unique brand language, and of course, the meaning behind the brand’s name, which could have easily been Nicole, but ended up being Clare. And you will get to know the very misleading and dangerous side of the paint industry.
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The Software Mega-Vendor Branding Crisis
As a guest of the CEO and COO of Origina, we dive into the world of mega software vendors, their brand acquisitions, company culture, and brand faux-pas.
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The Post Host
Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
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