Brandjam Podcast

Scott jams with Xavier Amouroux, Executive Director, Marketing and Communication at Queensland University of Technology (QUT). Based in Brisbane, QUT is one of the best young universities in the world, with approximately 50,000 students and a focus on transforming the learning experience by embedding work-integrated learning in their courses. Xavier discusses his transition from working in France to working in Australia, inspiring young people while they make big life decisions and rebuilding brands from the inside out. They explore what higher education looks like in a COVID-19 world, QUT’s strong brand history and what it means to deliver on a brand promise. Delivered through Xavier’s gorgeous accent, this is a conversation your ears do not want to miss.

Scott jams with Naima Wilson, Marketing Director for Patagonia Australia and New Zealand. Patagonia is a mission and values driven outdoor apparel company that has led the way for many businesses in the purpose-driven space having been founded on ethical principles by Yvon Chouinard nearly 48 years ago. Naima discusses the company’s environmentally and socially conscious approach, their support of grassroots environmental groups (nearly $110m to date!), customers as family and friends and the origins of the brand name. They explore the relationship between brand and marketing, the way Patagonia supports each employee’s individual journey as well as the company’s foray into food via Patagonia Provisions. It’s a brand that has succeeded through consistently being true in what they do, not just what they say.

Scott jams with Yasmina Pinto, Head of Brand at AGL, Australia’s largest energy retailer and energy generator. They discuss the long history of the brand, the challenges surrounding differentiation of a commodity most people take for granted, AGL’s strength in staying connected to customer’s needs and wants, and the importance of the people who live the brand every day in their work. They explore the relationship between brand and marketing, restoring human engagement in a performance marketing-driven world, and the role of brand across every touchpoint of an organisation. Yasmina talks about her passion for luxury branding and the joy of a brand experience that is fully manifested for the customer.

Scott jams with Daniel Flynn, co-founder and managing director of one of Australia’s most successful start-ups, Thankyou. It’s a fully for-purpose brand built on bottled water, founded to solve the world’s poverty-related water crisis, that continues to diversify into new products we all use every day to help solve the wider challenge of global extreme poverty. They discuss the decision to no longer sell the bottled water that made them famous, building a brand and business without the limits of business experience and being mission-led. Scott asks about getting shelf-space in supermarkets, the choice between not for profit and partially for profit and the thoughts and challenges around naming a brand Thankyou. Elon Musk, size 14 Nikes and Yeezy also get a mention, along with some hints as to where Thankyou is going next as they move ever closer to their goal of seeing every human free from poverty.

Scott jams with Matt Jones, co-founder and Brand Director for Four Pillars Gin, who grew from a small craft distillery to being named the world’s leading gin producer two years in a row. It’s a brilliant brand story, based on a desire to create the definitive modern Australian gin. Four Pillars is built on a mission to make something (i.e gin!) new and better, applying rich experimentation, Australia’s unique botanicals and a big dose of brand thinking, strategy and execution. They discuss what the four pillars are and mean, the evolution of the brand and its visual and physical execution, and the unique relationship they have with customers. The beautiful gin stills and their glorious names get a mention and like every great G&T, this conversation will leave you wanting for more.

Scott jams with Jenni Hayward, General Manager of Mood, a new tea brand with a sole mission to fight youth suicide. Mood is the first consumer-facing brand by UnLtd, the media industry’s social purpose organisation, through their new social enterprise, Little Colossus.

Scott jams with Brian Fisher, Chevron Fuels’ head of brand for Caltex Asia and former McCann Erickson Account Director. They discuss the place of brand in marketing petrol/gas/fuel, the role of the customer in shaping brand, and they explore a range of famous campaigns Brian looked after for brands like Coca Cola, Mastercard and Motorola, and work he commissioned for Caltex.

Scott jams with Naomi Shepherd, Group Industry Director at Facebook and Instagram, to discuss the power of mobile to grow brands, the remarkable role of content creators who become influencers and trend-setters, and how consumer behaviour is the key driver to innovation and change on these global platforms. They explore algorithms, personalisation and what happens when platforms get it right, and wrong. They discuss the launch of ads on Instagram and the lessons learned, how they helped businesses get online during lockdown and Naomi shares a sneakpeek into some of the innovative directions Facebook is preparing for the future.

Scott jams with Adam Furness, APAC managing director for Impact, a company dedicated to transforming the way brands and enterprises manage and optimise all types of partnerships. Since they spoke the business has been valued at $1.5B proving that brands building connection through partnerships, via the emerging partnership economy, is only going to grow. They talk affiliate and other marketing partnerships, how businesses and not for profits work together, and how nano, micro and macro influencers continue changing the face of marketing and advertising. Adam explains referral armies via the unique trust micro influencers have with their followers, businesses with natural fit partnering with each other, the platform they use to do this and influence in general. They discuss how brands recover from major fails, talk online shopping and skewers, the word ‘thunk’ and what a few uniquely posed little green army men can teach us about life and business.

Scott jams brand and coffee with Phillip Di Bella - coffee king, serial business founder and genuine migrant success story. They explore the story of coffee, and the journey from bean to cup, as well as Italianality, the Australian brand identity and building a brand with your family name attached, then selling it. They discuss the importance of narrative and story, and staying true to your brand promise, and what happens when you don’t. Phillip shares on personal brand (and the time he damaged his), fatherhood, European cars, and using his experience to empower people and brands through his various projects, including The Coffee Commune.