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Branding: The Art of Strategic Pruning
In this thought-provoking episode, we dive deep into a surprising revelation from a high-end headhunter's job ad: a Chief Marketing Officer position explicitly stating, “This position does not involve branding”. Our expert, Coolio Yang, unpacks what this seemingly simple line truly signals – a company likely “once burned” by branding efforts that offered no clear returns, leading to confusion and frustration.
Discover why real brand building isn’t about spending a fortune on poetic videos or simply adding tasks and campaigns, but about “subtraction” – returning to fundamentals, asking hard questions, defining clear standards, and removing everything that doesn’t serve those standards. It’s about doing less, but doing it with intent. We explore how professional marketers differentiate themselves by focusing on core intentions, asking critical questions like 'What does this brand stand for?' and 'What is its true competitive edge?'.
Learn that branding is ultimately about clarity, not just visibility, and is the most efficient way to convey a founder’s original intention with precision and consistency. We’ll uncover why many CEOs fear the term 'branding' – often due to marketers imposing their own fantasies, chasing trends, or unexplainable expenses being filed under “branding”. Finally, we discuss why courageous, disciplined brand builders are essential “stewards of meaning” for any business. Tune in to understand why that 'no branding' clause might be turning away the very best candidates and how “in branding, everything communicates”!
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View all episodes
By Coolio Yang
In this thought-provoking episode, we dive deep into a surprising revelation from a high-end headhunter's job ad: a Chief Marketing Officer position explicitly stating, “This position does not involve branding”. Our expert, Coolio Yang, unpacks what this seemingly simple line truly signals – a company likely “once burned” by branding efforts that offered no clear returns, leading to confusion and frustration.
Discover why real brand building isn’t about spending a fortune on poetic videos or simply adding tasks and campaigns, but about “subtraction” – returning to fundamentals, asking hard questions, defining clear standards, and removing everything that doesn’t serve those standards. It’s about doing less, but doing it with intent. We explore how professional marketers differentiate themselves by focusing on core intentions, asking critical questions like 'What does this brand stand for?' and 'What is its true competitive edge?'.
Learn that branding is ultimately about clarity, not just visibility, and is the most efficient way to convey a founder’s original intention with precision and consistency. We’ll uncover why many CEOs fear the term 'branding' – often due to marketers imposing their own fantasies, chasing trends, or unexplainable expenses being filed under “branding”. Finally, we discuss why courageous, disciplined brand builders are essential “stewards of meaning” for any business. Tune in to understand why that 'no branding' clause might be turning away the very best candidates and how “in branding, everything communicates”!
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Hosting provided by SoundOn