“Brands today are more dynamic than ever before. We need to keep the idea of brand from being esoteric." And we need better tools for managing and measuring brand impact across platforms. That’s exactly what Luke Beatty does as CEO at Brandfolder. We discussed all of this and more on this week’s episode of the On Brand podcast.

About Luke Beatty

Prior to joining Brandfolder as CEO, Luke Beatty served as the President of Media Brands at Verizon and as a Managing Director at TechStars in Boulder. In 2004, Luke founded Associated Content, which was sold to Yahoo in 2010. He holds a Master’s from Harvard University and an undergraduate degree from Connecticut College. Along with riding a bicycle every day, Luke is a youth lacrosse coach and fly fishes around the world.

Episode Highlights

Brand’s today are more dynamic. Luke kicked off the show with something he talks about a lot — why brands today are more dynamic than ever before. There are three drivers of dynamic brands ...

1) Alignment. “Brands want to define their own adjacency.” This requires a deep understanding of meaning. You can’t just switch the brand's colors. You have to know what’s behind a big move like this.

2) New products. It’s harder than ever to capture attention and launch new products. However, brand can be a powerful tool. “Look at IHOP/IHOB.” IHOP has gained attention through this conversation about changing their iconic brand name. Whether or not they change their name for good, we’re all talking about IHOP — and about their expanded burger menu.

3) Revenue. Simply put, money is a driver. Creating new instances of the brand means more money. This is why sports brands introduce throwback uniforms — to sell more uniforms.

Beyond creative. “Most (brand) tools today are about creating creative.” That’s why Luke and the Brandfolder team focus on analytics in addition to asset management. “We provide library metrics for your brand.” Luke went on to detail the three layers of measurement and insights.

What brand has made Allen smile recently? “Patagonia!” Luke shared why he believes Patagonia is the quintessential dynamic brand.

To learn more, go to brandfolder.com or you can email Luke. You can also follow Luke on Twitter. WARNING: There will be tweets about fishing and bikes, in addition to brand talk.

As We Wrap …

Before we go, I want to flip the microphone around to our community …

Julia Carcamo gave me a shout on Twitter about my new book. Thanks, Julia!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

Until next week, I’ll see you on the Internet!

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