How Brands Are Built show

How Brands Are Built

Summary: On How Brands Are Built, branding professionals get into the details of what they do and how they do it. Other podcasts about branding focus on news, opinion, and high-level theory. They can give you a 30,000-foot view of branding; How Brands Are Built is where the rubber meets the road. In each episode, Rob Meyerson, a San Francisco-based brand strategist, interviews other strategists, designers, writers, namers, and researchers to help you understand how brands are really built.

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  • Artist: How Brands Are Built
  • Copyright: 2018 Heirloom Agency LLC. All rights reserved.

Podcasts:

 Season two wrap-up: Five themes for brand positioning | File Type: audio/mpeg | Duration: 37:53

Season two wrap-up: Five themes for brand positioning

 David Aaker got religion on the power of stories | File Type: audio/mpeg | Duration: 34:48

David Aaker got religion on the power of stories

 Tim Riches builds bridges held up by brand pillars | File Type: audio/mpeg | Duration: 30:02

Tim Riches builds bridges held up by brand pillars

 Miriam Stone uses the sticky note method | File Type: audio/mpeg | Duration: 29:27

Miriam Stone uses the sticky note method

 Allen Adamson thinks Jerry Seinfeld would be a great brand manager | File Type: audio/mpeg | Duration: 25:38

Allen Adamson thinks Jerry Seinfeld would be a great brand manager

 Erminio Putignano connects big ideas and tiny details | File Type: audio/mpeg | Duration: 27:59

Erminio Putignano connects big ideas and tiny details

 Adam Morgan asks clients what they hate most about their category | File Type: audio/mpeg | Duration: 34:57

Adam Morgan asks clients what they hate most about their category

 Gareth Kay believes brands should show, not just tell | File Type: audio/mpeg | Duration: 32:39

Gareth Kay believes brands should show, not just tell

 Laura Ries has six brand positioning principles | File Type: audio/mpeg | Duration: 35:36

Laura Ries has six brand positioning principles

 Marty Neumeier wrote a business thriller | File Type: audio/mpeg | Duration: 31:36

Marty and I kicked things off talking about his latest book Scramble: A Business Thriller, which launches today on Amazon. What makes Scramble different from Marty’s previous books is that it’s a fictional story. It tells the tale of a CEO and leadership team in peril, with five weeks to turn things around. The story becomes a vehicle for the two core themes of the book: 1. Agile strategy; and 2. Design thinking. Marty and I also talked about brand positioning and brand strategy frameworks more g

 Wrapping up season one: Tips for the naming process | File Type: audio/mpeg | Duration: 19:23

Today’s episode marks the end of season one, but certainly not the end of this podcast. Plans for season two are already underway, and I’m very excited about some of the guests who’ve already signed on. But I won’t be ready to release those episodes for a little while, so…to make sure you’re the first to know when they’re available, please make sure you’ve signed up for the newsletter at HowBrandsAreBuilt.com. And between now and season two, we’ll still be posting new articles and informat

 Eli Altman started freelance naming at age sixteen | File Type: audio/mpeg | Duration: 26:59

Eli Altman runs A Hundred Monkeys, a naming and branding agency in Berkeley, California. A Hundred Monkeys was founded by Eli's dad, Danny Altman, in 1990. Eli grew up helping his dad come up with name ideas, and the second he was old enough to sound like an adult on the phone, he was taking on freelance naming projects. In addition to running A Hundred Monkeys, Eli wrote the Amazon bestselling naming workbook, Don’t Call it That. He has a new book coming out soon called Run Studio Run, all about th

 Scott Milano does sprints in the morning | File Type: audio/mpeg | Duration: 23:41

Scott Milano is Founder and Managing Director of Tanj, a boutique brand language firm specializing in names, taglines, stories, messaging and voice strategies, and copy. Scott has over 15 years of experience in verbal identity and has worked on names like Scott's worked on some big brand names, like Nintendo Wii, Ally Bank, Sony Bravia, and Film Struck, among many others. Scott and I talked about the naming guides Tanj makes available online, the naming process, tools he uses (like stock photography sites

 Laurel Sutton could talk about linguistics all day | File Type: audio/mpeg | Duration: 28:21

Laurel Sutton is a co-founder of Catchword, a Bay Area naming firm behind names like Asana, Vudu, and many of the activity trackers from Fitbit, like Zip, One, Flex, and Force. She is also the Information Officer for the American Name Society; but Laurel's not only a naming expert. She's also a trained linguist, with a Master's Degree in linguistics from UC Berkeley. Laurel's expertise in naming and linguistics make her perfectly suited for her current role: She now runs Sutton Strategy, where she focuses

 Jonathan Bell starts with coffee and a sheet of paper | File Type: audio/mpeg | Duration: 22:08

Jonathan Bell is Managing Director of Want Branding, a brand consultancy with offices in Miami, Denver, and New York, and clients like Bose, Royal Caribbean, and Call of Duty. Jonathan has about 30 years of experience in the branding industry, during which he's completed over 800 projects and worked with over a third of the companies in the Fortune 100—companies like Google, Apple, Coca-Cola, Mercedes-Benz, and Disney. He's also a visiting professor at Wharton and a frequent conference speaker, including

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