a branded world: Branding made easy. A podcast where we explore great brands and learn how to build a powerful brand.

Chances are that your audience will first hear or read about you before you ever have a chance to engage with them in person. The language you use, your tone of voice and what you choose to say are key to differentiate you from the competition and to persuade your audience to choose you.

In this episode, I speak with Rob Marsh, co-founder of The Copywriter Club. Rob is an experienced writer that now trains other writers on how to write to turn readers into clients.

In this episode, we talk to Cian Murphy, Co-Managing Director of nfpSynergy, a research firm based in London, UK. Cian is an expert in quantitative research design and analysis.

Cian shares with us a research model used to better understand the drivers and barriers behind audience decisions and the latest trends and challenges corporations and charities face today.

In this episode, I talk with Sarah Mueller, SVP of Marketing and Development for A&W Restaurants Inc.

Sarah tells us the story of the over 100-year-old brand. From its humble beginnings, to how it became the means for so many to achieve the American dream, to the many disrupting changes in ownership and strategies.

This is a story of resilience and of how a brand had to look to its past to find its future.

By all measures, Hot Wheels is a brand success story. It's sold in over 150 countries, has universal brand awareness and it's the best selling toy in the world. But the question is, how can the brand continue to be as iconic for the next 50 years as it was for the first 50? In a digital world of mobile phones and on-demand content, how can Hot Wheels compete with the infinite choices kids have?

Jason Horowitz, Senior Vice President of US Marketing at Mattel and Head of Global Digital and Media for Hot Wheels is my guest in this episode. Jason walks us through the year and a half long journey, he and his team went through to find the answer to those questions.

With everything that is happening in the world right now, we've seen brands struggle on how to best react.

Global market trends and the significant importance of younger generations have intensified the need and urgency for brands to do much more than provide a quality product or service.

In this episode, we explore the pressures that are at play and what brands need to consider as they move forward.

Protecting your brand starts with registering your trademark but it needs to go well beyond that. As the CEO of the International Trademark Association, Etienne Sanz De Acedo, my guest on the podcast, has a good handle on what it takes to protect brands.

With offices and representatives around the globe, and headquartered in New York City, Etienne walks us through what brands should do to foster consumer trust, economic growth, and innovation.

An organization's culture is not just about having a positive work environment, it's about having the right team, that acts the right way and makes the right decisions. This is particularly true during critical times, such as the coronavirus crisis we all find ourselves in at the moment.

How do you build the right culture? What do you need to do to create the right environment? And how do you do that when you may be working from afar and may need to let go some of your team members?

In this episode, I speak with Lorne Rubis, culture, and leadership expert about how to build a culture that is resilient in the face of adversity. That can adapt and pivot and does not deviate from their values even, or especially when having to make difficult decisions.

So, we're still in the midst of the pandemic, and brands are trying to figure out what to do.

By now most organizations have cut costs and are actively looking for financial support. But now it's important for brands to go beyond reacting to the challenges and look for opportunities.

There are many examples of brands that managed to flourish during a crisis, mostly did so because of their ability to innovate and pivot.

To envision possibilities rather than focus on the present existing problems, may even feel wrong, like bad leadership or use of resources. After all, we're in crisis management mode and the instinct is to protect and defend or manage to try to survive.

But it is exactly the ability to envision possibilities and seek new opportunities that give brands the best way to survive and potentially even thrive.

In this episode I share three essential elements to help you imagine possible new opportunities that both address market demand and are a good fit with your brand.

In this episode, I speak with David Lemley, president and chief strategist of Retail Vodoo, about the main external challenges brands face in their pursuit to stand out in overcrowded markets and how to overcome these challenges.

Learning to navigate external challenges is critical to success. Just as important, but often not addressed, is the ability to identify internal blocks or blind spots, that may be stopping brands to evolve or do what is needed to remain relevant and outlast competitors.

The two questions that I've been getting the most this past week from organizations are, "Should we continue to market? and "Do we need to engage or talk about the crisis?".

Like me, you've probably received emails from every organization you ever engaged with. Although I don't think that's the right approach, not acknowledging the crisis, can make your brand seem completely out of touch or worse, insensitive to what consumers may be going through.

If this was a localized or short-term crisis, this wouldn't likely be an issue, but the impact of the coronavirus pandemic is unprecedented and it have already had an impact never seen before.

So, what should brands do? In this episode I walk you through 6 guiding principles to help brands navigate this unchartered territory.