Branding vs. Marketing: The bigger picture.

I need to be honest, people; I've been living in a bubble. I thought branding was the overarching theme that manages marketing, advertising, sales, ... Heck, it could even drive business decisions. I believed that a brand is "the gut feeling a customer has about a product or service ( Marty Neumeier's definition), thus branding must be the act of 'creating a brand' and all the possible 'touchpoints' like 'content, sales, ads, customer support' should be driven by the 'brand strategy'. So my vision was: Branding → Marketing, Sales, Support, ... And all of those things together make up the brand.

Byron Sharp - How Brands Grow

In this episode, I talk with professor Byron Sharp from the Ehrenberg-Bass Institute at the University of South Australia. We talk about the science behind branding, how to build distinctive brands and we debunk some myths around positioning. Byron brings some surprising views to the table so buckle up!

Stef Hamerlinck - The Future Of Branding

In this solo episode I take you down the rabbit hole into the future of branding. How will our jobs look like in the future? Will we lose the fight with AI? Will logo generators take over? What will be left for us? How can AI enhance our jobs and help us solve bigger problems?

Will AI replace designers?

In a recent article, we saw that big corporate bank Chase will start working with AI to write it’s messages: “Chase is getting more creative with its marketing language—by tapping machines to write it. The bank announced Tuesday it has signed a five-year deal with Persado, a New York-based company that applies artificial intelligence to marketing creative.” In the light of this news and the rise of Logo-generators, AI-driven marketing and more. Do we need to fear our jobs as creatives?

Jonathan Stark - Value-Based Pricing

In this episode, we mind wrestle with Value-based pricing specialist Jonathan Stark. We debunk a lot of myths and take a hands-on approach on how to transition from hourly billing to value-based pricing. After you have listened to Jonathan talk, one thing will be certain: “Hourly billing is nuts!”

Stef Hamerlinck - Sell Your Thinking

In this episode, I want to show you how to ‘sell your thinking’. Selling your thinking is crucial once you know how to think on a more strategic level and solve bigger problems for your client. I walk you through the brand strategy presentation and how to build-up a narrative that gets your clients excited.