Identity Strategist 공개
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Unseen Unknown is a brand and business strategy podcast about the hidden threads that connect even the most distant of cultural concepts. We look at the emerging trends and behaviors that may be pointing to a deeper truth and ask the bigger question, “Why is society moving in this direction, and how can we apply it to business?” We believe if we can’t see it in our culture, then we can’t know it in the market. From retail and consumerism to politics, gender, identity and values, there are pa ...
 
"Brilliant Branding" with Phil Davis and Liz Hiemstra of Tungsten Branding, shines the spotlight, and provides valuable insights, into the most common, and frustrating company identity issues facing startups, entrepreneurs, consultants, and even established business owners. Topics address timely issues such as effective naming strategies, smart logo design, tips for trademarking, clear brand messaging, engaging social media and reputation management. We take a deep dive to uncover the "pivot ...
 
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show series
 
Have you ever stopped to think about what ownership means to us as a culture? Many of us see it as an artifact of the legal system or something that’s decided in courts. We believe it is a self-evident concept that lives outside of us and isn’t really part of who we are, but rather a set of rules that affects our mortgages and our car payments. But…
 
For the fourth and final episode in our series on Systems In Flux, we’re talking about seemingly new emerging forms of spirituality, and how new spiritual brands are positioning themselves to take advantage of our collective movement towards wanting to be both categorized but at the same time free from conventional binary definitions. Everything is…
 
Every single culture and subculture - from states and governments to user segments and brand tribes - falls along the tight-loose continuum. A culture’s tightness or looseness affects people’s perceptions of threat, how they relate to each other, how they consume, and of course the narratives that shape the businesses and brands that form within th…
 
For the second episode in our series on Systems In Flux, we’re talking about systems of class and taste. In the past 10 years, new brands have emerged, specifically in luxury and premium categories, that point to a divergence in our social systems around what class and taste are, and how they are achieved. Brand strategist and sociologist Ana Andje…
 
Whether it’s brand, behavior, or culture, the more you dig into the systems that affect our lives the closer you’ll come to a conversation about capitalism. In this house episode, Jasmine and Jean-Louis dig into a curious pattern that's emerging across all kinds of markets, a divergent behavior that’s starting to change the rules of the game for br…
 
From the gig economy to the passion economy, changing consumer values are inspiring new brands and business models for creators. Today we’re seeing the emergence of yet another model that’s challenging traditional work - something that VC and Level Ventures partner Sari Azout calls the participatory economy - where fans actually participate in a cr…
 
Self-care and wellness are everywhere around us. From cereal boxes to the makeup counter to furniture rental, CBD sticks, mobile apps and coffee - a new mindset about how to be… but also how to consume, has settled in. As second nature as this may all seem right now, the concept of self-care actually comes from a very radical and politically charge…
 
There is no doubt that right now we are living through the most consequential time of our generation to-date. Today’s social and political climate begs the big question, ‘Who are we, really?’ As BLM, societal tensions and the added pressure of a pandemic force us to take a candid look at ourselves, the clues to answering that question lie in our on…
 
When Steven Galanis and his cofounders launched Cameo in 2016, they noticed two things happening in the celebrity landscape: 1) fame itself has blown up, with more celebrities existing than in any other time in history, and 2) that these celebrities collectively enjoy more fame than their counterparts in the past. The overall mass of celebrity is i…
 
Brands are facing the fact that loneliness has become a part of our identities, crisis or not. But you can’t talk about loneliness without talking about the meaning of rituals first. As society becomes more secularized and isolated, we struggle to find the self-defining connection that rituals once afforded us. The weekly gathering that separated w…
 
A lot has been said about branding and behavior at the individual or tribal level, but perhaps even more interesting is how these concepts work at the government level. How can government bodies use different psychological and branding techniques to change behaviors around work, life, and crisis situations like the one we’re living in now with COVI…
 
The big question: how is a brand supposed to act during a pandemic? How can CEOs and brand owners serve their users in a meaningful way while still struggling to survive themselves? It’s a difficult situation that requires sensitivity, listening and an open mind. In this house episode, Jean-Louis and Jasmine survey the current brand landscape for e…
 
Times of uncertainty have a way of revealing the mindset of a society, and today’s imminent threats - from COVID-19 to political instability and global warming - are revealing a mental shift that emotion-led brands are responding to. A new league of brands has created businesses around beautifully designed, high style, premium disaster kits and pro…
 
When it comes to naming your new business, finding that exact matching, brandable domain name, is perhaps the most difficult challenge. In this informative episode, we delve into the tips and techniques the naming pros use to find the best company domain names possible. If you've struggled to find a good, brandable business domain name, then tune i…
 
Naming a tech or IT company is a challenge, given the crowded marketplace and need for clear messaging. Today's episode focuses on six key steps that provide a proven process for developing clear and compelling brand names for your IT startup or rebrand. By following these six steps you'll discover new methods, strategies and possibilities for succ…
 
Rebranding a non profit organization requires a proven process to keep the project on track. In this episode of Brilliant Branding we address the five steps to successfully rename and rebrand a non profit organization, from credit unions and membership associations to charities and causes. The biggest obstacle to rebranding a non profit is not comp…
 
Naming a financial services company runs the gamut from conservative names (e.g. United Trust & Associates) to the more current strategies such as Mint, Nutmeg and Ally. Knowing which naming strategy to use depends on your audience and your overall brand mission and purpose. On today's show, we'll discuss what strategies to use, and more importantl…
 
The company naming process doesn't have to be a clouded mystery. This week's show takes you inside our proven naming and branding process, step by step, to show you expert tips to naming your company. Typically the branding process breaks down due to lack of structure. It jumps track and becomes an exercise in spitballing ideas vs. creating a compa…
 
When companies grow and add new products and services, they often experience "brand sprawl." Soon the product lines sound like a hodge podge of acronyms, modifiers and alphanumeric add ons. There is no architecture to their brand architecture.What started as a crystal clear company brand identity becomes clouded and confusing, with multiple, mixed …
 
For startup companies and entrepreneurs, most company naming exercises devolve into spitballing random ideas with little structure to the process. Most don't even know there are actual company naming strategies available to help brand their businesses. In today's episode, we explore eight company naming strategies that we employ here at Tungsten Br…
 
Personal branding is a hot topic with so many emerging startups, consultants, experts, bloggers, speakers and business service specialists. Today's show features Laura Guest, a Certified Public Speaker with a career filled with personal branding initiatives. You'll hear her story of struggling to brand using her own name, using an invented name, cr…
 
If you’ve ever tried to name a company, brand a product or service, you probably ran into the issue of trademark. It’s a bit like running the gauntlet, or as some of you may recall the game of Frogger, where the goal was just to make it across the road. On today's show we discuss both the basics, and all the nuances, of trademarking your new compan…
 
In this age of "hop-on-the-band-wagon" branding, staying true to your core is more important than ever. But just what is your core? What is your why? The very reason for your company's existence? On today's show, we'll explore real world examples of how brands are connecting (and disconnecting) from their core value proposition, and how that improv…
 
Is your company bottled up with a small identity - one tied to a specific geographic market, or a single product line you've outgrown? Is your current market or industry in a state of decline? It might be time to reposition your brand to reflect great capabilities, or expanded services, or an entirely new direction. In this episode, you'll discover…
 
Discover how to identify, clarify and promote your company brand promise so that both staff and customers will what you stand for. Is is quality? Service? Innovation? Efficiency? What is the tip of your spear?In this episode, we will share the secrets that powerhouse brands use to "own" a sizable share of the market by owning powerful promises. You…
 
In this information packed episode, we share how to structure the company branding process to keep it on point, on track and on target. Specifically we address the common pitfalls and the best practices to getting the results you want from your company naming or company rebanding process. These include...>> Determining your primary pain points>> As…
 
Branding a startup company can take a bite out of the entrepreneurial budget. So knowing how much to spend, and how to spend it, can make all the difference. In today's show, we'll share inside secrets for branding on the cheap, branding in a short time frame, and customized branding that fits the bill to a tee. No matter your budget, we'll run you…
 
What's the difference between a business and a brand? How do you "brand" a business and just what does that mean? You'll find out on today's information packed show. Discover the difference between branding and "fame."Identify your pivot point, what truly empowers your brandSee if your company name, mission, tag and identity all line up, or if they…
 
Brilliant branding is an investment of time, capital and know how, but does it pay off? Today we discuss the many ways a strong business brand delivers tangible returns in both the near and short term. Such benefits include... > Higher margins due to greater perceived value> Greater market capitalization (up to 35% more for branded companies)> Easi…
 
Promoting your brand in an age of instant, viral and amplified feedback can present a number of dangers. In this episode, we explore the four types of hysteria, and ways your brand can anticipate, navigate and avoid common mistakes that even big companies make. We'll also look at ways to benefit your brand by aligning with companies that share your…
 
Out of thousands of businesses, one or two will emerge to dominate the industry. What makes these companies different? What makes them succeed while others fail? In today's show we'll examine the three key characteristics of great brands and how you can leverage these strategies for your own company's success. Brilliant Branding is committed to you…
 
Has you business shifted focus or direction? Do you offer new products and/or different services than before? Perhaps you've considered a "rebrand," but before you do, listen in for tips and advice on when to rebrand your business, and when to simply reposition it to optimize your success. In this episode you'll learn...The difference between rebra…
 
Considering a company rebrand? Listen in as we share the four crucial steps in a successful company rebranding initiative. Learn what to do, and just as importantly, what NOT to do, when renaming and repositioning your company. In this episode we share tried and true tips and techniques for getting everyone on board and on the same page when it com…
 
Are you having a company identity crisis? Then listen to this week's podcast on the many benefits that come with a successful company rebrand. From congruency to clarity, you can boost your brand and your bottom line with a solid rebrand of your business. In this episode, we'll provide case studies that highlight specific benefits from real life re…
 
Does your company name create interest or confusion?Does it engage customers or require explanation. Do you find yourself saying "We're more than (insert what you mainly do)? Do you have to spell, pronounce or clarify your brand - before you even delve into the "goodies" of what you really do? If so, this podcast is for you! Hear the seven main rea…
 
Do you struggle to transition from your business name to your company mission and purpose? Is your company identity outmoded, outdated or misleading? Listen in as we discuss ways to clarify your brand identity and messaging by aligning it with your true purpose -- your "pivot point." Take a five point check of how you can improve your overall brand…
 
As companies grow and evolve over time, their products and services diversify. Keeping a clear, coherent and authentic message requires an honest examination of your core purpose and mission. By aligning with your pivot point, your reason for being, you can create and maintain a compelling story line -- one that your customers can readily relate to…
 
Knowing how to name your new company starts with knowing how NOT to name your new company. In today's episode, we'll explore the 8 biggest branding blunders and how you can avoid them. We provide both insight and real life case studies to help you evaluate your company name to see if it's the brightest and best possible.…
 
It's Halloween night and you approach a dark house, no lights, and eerie silence. Do you enter? Do you approach and knock? Or do you run away, maybe throwing an egg at the window as you retreat? Today we address how to light up your "home," your business, your brand. How do you take the house, the brand you have built, and make it engaging and invi…
 
Got brand? For legacy businesses, a name change is not always an option. Creating a clear, compelling tag line can help differentiate your company from your competitors. Today's podcast explores examples of slogan based branding, tag lines that often supersede the very company name. Brilliant branding often requires resourceful thinking and workaro…
 
Diamonds are forever, but are taglines? Today's show delves into the strategies and formulas behind great taglines. With guest and fellow naming pro Lieba Golden-Koulendros we'll adddress such important topics as... What is the purpose of a tagline? Does every company need one? What is the difference between taglines, mottos and slogans? What makes…
 
What happens when you wake up to breaking news, sometimes bombshell news, about your company brand? When do you fight back, when do you take cover, when do you hold your ground and when do you simply retreat? Today we'll discuss crisis brand management, the Hollywood Weinstein scandal, and the strategies companies can take in the face of explosive …
 
Brands can serve a number of key functions, from a simple identifier to an entire messaging platform. In this episode, we examine the value and benefits of having a brand story, as well as how to create, articulate and weave that storyline throughout your marketing. While brand names names provide a starting point for conversation, brand stories of…
 
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