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Why Branding Feels Fake (And How to Fix It)
Manage episode 524229088 series 3555005
Branding is difficult because you are trying to turn a complex, 3D human or experience into a flat, 2D logo. In this episode we cover the psychology of branding and how to simplify your message without losing your authenticity.
In this episode, we cover:
00:00 The Thesis: "3D Humans" vs. "2D Brands"
01:20 Personal story and rebranding the podcast
02:00 How Nike does this well
03:27 Keeping authenticity despite simplification
05:49 Person vs. Persona: Drawing the line
07:21 Sticky" Branding: Amplifying your core essence
08:58 Working with a branding expert for our re-brand
10:44 Defining branding - is it just a logo or much more? - Case study with Apple
12:42 On coming up with names for brands
13:53 The Mystery Gap: What to show vs. what to hide
15:23 Existence Precedes Essence: How Jean-Paul Sartre’s philosophy explains modern personal branding.
17:25 How to identify what makes you unique in a saturated market
21:31 How to apply this as a consumer
22:46 Reviewing all touch points for your brand while considering your ideal customer or consumer
25:30 On our continued rebrand and if you are thinking about rebranding
26:40 Conclusion: Marrying the 2D & 3D Self
Resources mentioned in this episode:
Cal Newport's article in "The New Yorker" https://www.newyorker.com/culture/cultural-comment/tiktok-and-the-fall-of-the-social-media-giants
His podcast Deep Questions here goes into this idea further: https://podcasts.apple.com/us/podcast/deep-questions-with-cal-newport/id1515786216?i=1000732634023
The branding expert we worked with Patrick Pearce: https://www.linkedin.com/in/mtlpatrickpearce/
Marty Neumeier defing branding on The Futur
https://www.youtube.com/watch?v=sO4te2QNsHY
Colin Gray's episode on the brand becoming the name and not the other way around: https://www.youtube.com/watch?v=ja3HfB2f7fY
Branding and philosophy / existentialism: https://www.brainzooming.com/blog/brand-marketing-and-existentialism-by-randall-rozin
Chapters
1. The Thesis: "3D Humans" vs. "2D Brands" (00:00:00)
2. Personal story and rebranding the podcast (00:01:19)
3. How Nike does this well (00:02:02)
4. Keeping authenticity despite simplification (00:03:27)
5. Person vs. Persona: Drawing the line (00:05:52)
6. Sticky" Branding: Amplifying your core essence (00:07:21)
7. Working with a branding expert for our re-brand (00:08:58)
8. Defining branding - is it just a logo or much more? - Case study with Apple (00:10:44)
9. On coming up with names for brands (00:12:39)
10. The Mystery Gap: What to show vs. what to hide (00:13:52)
11. Existence Precedes Essence: How Jean-Paul Sartre’s philosophy explains modern personal branding (00:15:22)
12. How to identify what makes you unique in a saturated market (00:17:25)
13. How to apply this as a consumer (00:21:31)
14. Reviewing all touch points for your brand while considering your ideal customer or consumer (00:22:46)
15. On our continued rebrand and if you are thinking about rebranding (00:25:31)
16. Conclusion: Marrying the 2D & 3D Self (00:26:35)
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