Welcome to the community. I'm Stef Hamerlinck, founder and a brand strategist/designer. Feel free to ask me anything! 

LTB S2 012 Graham Robertson - Beloved brands

LTB S2 012 Graham Robertson - Beloved brands


Change the pace of your thinking.

In this episode I talk with Graham Robertson, author of the awesome book 'beloved brands' and over 20 years of experience at companies such as Coca-Cola, Johnson and Johnson, General Mills,… He knows his stuff. We talk about the rise of smaller brands, learning about your consumer, finding brand purpose, Mc-donalds, Nike and much more.

We talk about:

  • His amazing book ‘beloved brands’

  • The rise of small and mid-size brands or ‘craft' brands as Graham calls them

  • Nike’s recent campaign

  • How smaller agencies can play a new role in this world

  • Strategy is ‘thinking slow’. Execution is thinking fast

  • Narrowing down your target audience and explaining that to your client

  • The difference between the ‘selling target’ and the actual target audience

  • Strategy for startups

  • See what sticks and stick to what sticks

You can connect with Graham on his Linkedin or website.

I'd appreciate it if you could rate the podcast on itunes. It will help me in reaching other designers.

This episode is supported by HolaBrief

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LTB Brand Model & Behaviour

LTB Brand Model & Behaviour

5 lessons from  Scramble, Marty Neumeier's latest book.

5 lessons from Scramble, Marty Neumeier's latest book.