Brand Tuned - Rounded Business Design

Dec 02 2022 15

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, business advisers and lawyers in search of ideas to increase success. This often comes through better positioning, and understanding what customers want and need. Focusing on distinctiveness is about attending to intellectual property appropriately. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner.

Subscribe on Podcast Addict

How to Create Transformative Brands with Emmanuel Probst

Dec 02 2022 34 mins

In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand.Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of

Your Branding & IP Questions Answered

Nov 21 2022 20 mins

Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode.The questions answered in this episode include:What are the different ways I can protect my brand?Do I need international protection or is UK protection enough?How do I explain to graphic designers I work with the importance of chec

Takeaway lessons from Sean Adams' Masterclass on Identity Design

Nov 10 2022 18 mins

In this episode I discuss some thoughts following the recent podcast with Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California. I found Sean's approach refreshingly client focused and empathetic. For example, Sean takes clients on the design journey and explains what

Sean Adams - How to Succeed with Identities Without Really Trying

Oct 27 2022 51 mins

In this episode, Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California tells us to succeed with identities without really trying.Sean Adams is the author of multiple best selling books, including The Designer’s Dictionary of Color.Brand Identity is not a one-size-fits-al

Identity - Creating Your Purple Cow

Oct 20 2022 23 mins

Is being unique your ultimate goal in your business? How, exactly, do you stand out from your competitors and make sure that you remain a purple cow? A crucial part of a business’ success is being distinctive and visibly different from its competitors. This is the main objective in creating business brand. Having a recognizable and distinctive name helps ensure you will be able

Strategic Creativity - Being Relevant and Resonating

Oct 13 2022 53 mins

In this episode Robin Landa explains strategic creativity. Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6th ed., Build Your Own Brand, and Nimble: Thinking Creativel

Why Focus on Ownership

Oct 06 2022 15 mins

There are many misconceptions when in comes to IP ownership.In this podcast I outline why it's important to ensure you own what you create for your business. Owning what we do is about retaining control rather than giving away the value of our knowledge and skills.Among other things, that involves understanding the role of names in business, and what is involved to legally own

One Brand, One Brand Voice - How to Align Everyone in your Company with the One Brand Voice

Sep 29 2022 41 mins

In this episode, we discuss having one brand voice with Chris West, the founder of Verbal Identity. Chris is a specialist in helping brand leaders align their teams in one voice. He is also the author of Strong Language, the #1 best-selling book on Amazon in Language Communication. We tackle the importance of having a great language and how this could create differentiation for br

Brand Strategy for Start-ups and Beyond

Sep 22 2022 40 mins

In this episode, I talk about brand strategy for start-ups. Brand strategy is an overused term in the branding industry. I discuss what makes for a good brand strategist and how they can best support businesses. Sometimes, design is what's needed. Other times it's support to understand which segment to target and how to discover buyers' wants and needs. When working

Calling Bullsh*t on Brand Love

Sep 15 2022 36 mins

Austin Franke is the founder of Woo Punch, a brand design consultancy rooted in the science of how brands grow. Austin is also the man behind brandingbullshit.com, a newsletter that exposes common branding, marketing, and advertising myths, and co-hosts The BS Show with Stef Hamerlinck on YouTube.In this episode of the podcast, Austin shares why the old notions of brand love are ou