I’m Stef Hamerlinck. A brand designer and strategist. I founded Let’s talk branding so I can help other designers learn more about strategy, design and branding.

JP Hanson - From business to brand strategy

JP Hanson - From business to brand strategy


You need to understand the levels of strategy before you can define what to do.

In this episode, I talk with JP Hanson, CEO of international consultancy Rouser. JP has a deep, critical understanding of strategy. We talk about the hierarchy in strategy, the difference between positioning and distinctiveness, business strategy and much more.


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We talk about

  • Positioning vs Distinctiveness

  • Long term vs Short term brand building

  • The definition of branding

  • Tactics vs Strategy

  • How to understand business strategy

  • The hierarchy of business, marketing, and brand strategy

  • The Dove 'real beauty' campaign

  • Brand purpose as a management tool

  • The four 'P's by Kotler

  • Positioning as a 'timesaver' instead of a marketing tool

There is a bunch of book tips throughout the episode:

Thank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs.

This episode is supported by HolaBrief

Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.

Stef Hamerlinck - Unlocking strategy

Stef Hamerlinck - Unlocking strategy

Michael Brenner - content marketing

Michael Brenner - content marketing