Barry Moore, VP of Global Marketing Strategy at Adidas shares insights from his remarkable 25-year journey at the brand, and reveals how the global sports giant maintains its position through strategic marketing frameworks and brand consistency.

In this episode, Dave and Barry talk about:

• Meeting at age 16 as footballers and reconnecting after 30 years
• Landing at Adidas through university connections and strategic networking
• Treating brand loyalty like supporting a football team – no competitive products allowed
• Creating clarity through a global marketing framework that prioritizes 20-30k products
• Building partnerships with athletes that offer product validation, visibility, and brand affinity
• Balancing global consistency with local market adaptation
• Using two logos to separate sports performance from cultural lifestyle products
• Leveraging reactive marketing during sports moments like Jude Bellingham's overhead kick
• Understanding that marketing fundamentals don't change despite new platforms
• Embracing "compound creativity" – the compounding benefits of brand consistency
• Taking a measured approach to AI while exploring its potential applications

The secret to successful marketing isn't complex: define what you're trying to do, decide what success looks like, and focus on consistent execution rather than chasing every trend.

A great episode, one of our favourites so far! We hope you enjoy. 

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

In this episode of Branding Done, we dive into a question that many businesses wrestle with: is there really a difference between your employer brand and your main brand? Shoshana, the founder of Fairy Job Mother, joins us to share her insights on this and explain how to build an employer brand from scratch if you don’t already have one.

Shoshana’s journey from corporate life to launching her own business is nothing short of inspiring. After spotting gaps in how young professionals are prepared for the modern workforce, she made it her mission to bridge that divide. With experience working alongside brands like Marks & Spencer, BT, and Amazon, and as host of the “Future Talent Talks” podcast, Shoshana is full of practical advice and fresh perspectives.

Together, we explore why recruitment and branding are so closely linked. Shoshana explains why a bad candidate experience can impact more than just hiring—it can ripple out and affect how people see your brand as a whole. She also breaks down how to align your company’s values with how you hire, which is increasingly important to socially conscious young professionals.

Looking ahead, we discuss how recruitment is evolving, with companies focusing more on skills than formal qualifications. Shoshana also shares how technology is changing hiring practices and how brands can adapt.

Whether you’re looking to improve your employer brand or just starting to build one, this episode is packed with actionable takeaways. Don’t miss it!

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

Ever wondered how to carve out a niche in the crowded FMCG market? Join us as we celebrate the one-year anniversary of the Honey Project with Laura, a brand strategist from London and co-founder of this innovative honey brand. Discover the origins of their bold and playful identity and hear an engaging story about their unexpected rejection from Harrods, which only solidified their unique values and target audience. Laura also shares her personal journey, spiced up with a fun segment of "Two Truths and a Lie" that will keep you guessing until the end.

Laura pulls back the curtain on the Honey Project's mission to combat the alarming prevalence of counterfeit honey, revealing why authenticity and sustainability are at the core of their brand. With a strong background in brand strategy, she explains how they've focused on purpose and values from the very start, aiming to reconnect people with nature and contribute positively to the environment. Learn about the delicate balance between maintaining brand integrity and allowing room for growth during the first challenging year.

As we discuss the evolution of the Honey Project, Laura highlights their test-and-learn approach and how they've navigated the competitive landscape with creativity and courage. From potential event opportunities to standing out in a crowded market, get inspired by their commitment to strong brand strategy and meaningful branding efforts. Finally, enjoy the reveal of the truths and the lie about Laura's intriguing anecdotes, and take away valuable lessons on staying true to one's brand identity while embracing innovation.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

In this episode, we speak to Kerry Curtis, the Brand Development Director at Total Fitness about building a successful fitness brand. Kerry shares how they shifted from traditional marketing to a holistic brand-focused approach that touches every part of the business. Learn how Total Fitness incorporates its brand strategy in everything, from board decisions to the gym floor, including their recent venture into a women's gym. It's not just about logos and slogans; it's about infusing genuine values into the core of a fitness empire.

Taking a look at Total Fitness's story since 2018, Kerry emphasises the importance of people, culture, and values in standing out in a crowded market. Gain insights into creating a sense of belonging in their facilities and staying innovative to connect with specific customer groups. Kerry's thoughts on navigating the ups and downs of gym memberships and how Total Fitness sets itself apart during high-demand times provide valuable lessons in brand uniqueness.

In our wrap-up, Kerry and I discuss the changing trends in fitness marketing. We move beyond the typical "new year, new me" campaigns, exploring the impact of promoting a sustainable and inclusive fitness journey throughout the year. It's about celebrating small victories and motivating individuals to "feel the moment." Then, it's over to you to guess which is the lie in her "two truths and a lie" (Dave got it wrong).

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

Ever wonder how design decisions are made in the world of finance? Our guest for today, Kyle Cassidy, a Senior UX Design Manager at Barclays Bank, is here to peel back the curtain. Discover how his journey, starting from a Degree in Business Management and Entrepreneurship to a pivotal role in a leading bank, has shaped his perspective on UX/UI design. 

Join us as we dissect the role of data patterns, tracking specifications, and research in making informed, evidence-based design decisions. Kyle shares rich insights about the principles of 'Don't Make Me Think' and its significance in creating a positive user experience. This episode is a deep-dive into the nuances of designing for diverse-user groups and how the challenges of satisfying both young and old users can influence design strategies. 

In the ever-evolving world of UX/UI design, we look at the future. Hear Kyle's thoughts on emerging technologies like AI, VR, and AR, and how they may shape the industry. Learn about the importance of setting success metrics and adapting to change in an industry that sees constant evolution. We also delve into the intricacies of regulatory compliance and how it can affect design systems in the banking sector. A must-listen for anyone keen on understanding the dynamic world of UX/UI design, the role of data, and the future of this industry.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

In this episode we're joined by Lisa Pearson, ex head of Marketing for Arriva and Merlin Entertainments Plc (Blackpool Division), Board Member at The Women's Organisation and current Marketing Director at Open Media. Phew! Lisa, with her impressive portfolio of 22 career experiences, 12 volunteer roles, and 7 honours and awards, graces us with insights from her life and career, and her steadfast commitment to both professional and volunteer work. 

From the corridors of banking to the vibrant world of media, Lisa has witnessed firsthand the evolution of brand values and propositions. Listen as she unravels the overhaul of brand guidelines and values at Open Media, a company flourishing under its impressive growth. Pay attention as she underscores the vital need for consistency in upholding these values across all departments, not just marketing, for a brand to truly bloom. This conversation promises to crack open a fresh perspective on the distinctiveness of personal and brand values apart from visual identity. 

But, our conversation doesn't stop there. We venture into the terrain of hard work and personal goals. We discuss our thoughts on the mantra of 'work hard and be nice to people', and the joy derived from completing tasks or surpassing personal goals. Lisa generously passes on the torch to younger generations with her mantra - doing your best and striving for excellence. Brace yourselves for an engaging dialogue that dips into the depths of values and how they mould both individuals and brands.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

In this episode, we dive into the critical role of values in both the company culture of CAST UK and its recruitment process. Wayne Brophy, founder of the recruitment agency, CAST UK, shares how personal values and a disciplined routine have played a pivotal role in his entrepreneurial journey. This episode is packed with Wayne's career insights, starting with a business degree, progressing through logistics at DHL, and finally reaching the position of Area Manager with Aldi, highlighting the significance of diverse experiences and perspectives.

Listen in as Wayne takes us through the thrilling roller coaster of establishing his venture, CAST UK. He candidly shares how he navigated through the initial risks, the involved capital, and his first business idea of importing furniture. Over time, he acknowledges the power of self-belief, continuous learning, and the indispensable help of others that has led to the flourishing of his business. Get the inside scoop on the core values of CAST UK: reliability, dependability, and the principle of under-promising and over-delivering that are the bedrock of its operations.

In the latter part of our conversation, we dive into the critical role of values in both the company culture of CAST UK and its recruitment process. Wayne enlightens us on how understanding a customer's values is instrumental in building long-lasting relationships. Finally, we touch upon the importance of shared values with clients, the essence of effort, and walking the extra mile. Tune in for an engaging discussion on the pivotal role of values in achieving your business goals, as told through the inspiring journey of Wayne Brophy.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

Are you tired of feeling like your business values and personal values are at odds? What if you could merge both seamlessly, transforming your enterprise into a reflection of your personal ethos while driving success? That's exactly what our guest, Paul Barnes, the Managing Director of My Accountancy Place (MAP), has accomplished. Paul's journey into entrepreneurship was kindled by his frustration with low-value services in accounting firms. He knew there had to be a better way, and his quest led him to create MAP, a vibrant embodiment of his personal and business values.

Paul and I delve into the intricacies of creating brand values that mirror personal values. We unravel how these core principles not only drive business success but also shape the way we operate within our enterprises. 

Paul will be shedding light on how he has cultivated a robust value system within MAP that transcends beyond just business; it permeates his team's everyday conversations and actions. Learn how values can indeed be a driving force for success and foster a culture of innovation and achievement. Paul's insights are invaluable for any entrepreneur looking to infuse their personal values into their enterprise, creating a work environment that inspires and celebrates success. So, buckle up and get ready for a journey that will transform the way you perceive and apply values in your business.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

Picture this: You've climbed the corporate ladder from a small independent company to a global organization, all while maintaining your personal values and sense of loyalty. This episode's guest, Sharp's Sales Director, Nick Rose, knows a thing or two about this. Join us as we delve into Nick's journey from retail to sales, highlighting the significant role of loyalty in business and how deeply-rooted personal values have shaped his professional life.

Get ready to unravel the importance of honesty and a customer-centric approach in sales, as narrated by Nick. We don't stop there - we also break down the concept of risk and reward in sales conversations. Nick also gives us a peek into his personal life, sharing how he finds relaxation in spending time with his son, and the importance of wellness and mental health in achieving optimum productivity. Whether you're looking for some insights into values-driven sales leadership or simply curious about the man who attempted a Guinness World Record for charity, this episode is one you wouldn't want to miss.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

What's the secret sauce to successfully starting a business at 17, selling it, and then venturing into a completely new industry? Join us as we unravel this with Victoria Brown, founder of OneHR and managing director of HPC High Performance Consultancy. Victoria’s entrepreneurial journey is an inspiration, but it's her insights on the role of values in both personal and business life that really strike a chord. As she navigates the intricacies of employment law in the hair and beauty sector, Victoria highlights the challenges and how her business ethics guided her through.

Imagine hiring the perfect team, a team that resonates with your company's purpose and values? Victoria takes us through the process, discussing the expectations of the younger generation regarding transparency and how challenging applicants on their core values can lead to hiring the perfect fit. But it doesn't stop there; Victoria believes that applying the same principles to customer retention and our personal and professional relationships can have a transformative impact. Are you trying to appeal to everyone? Find out why focusing on your target market and staying true to your own values can lead to the most rewarding outcomes.

To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.