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The Real-World Branding Podcast

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Real-World Branding is a podcast for and about brand and business building hosted by Bill Gullan, President of Finch Brands. Each bi-weekly episode features a fast-paced interview with a brand development practitioner in an interesting category. Guests talk about their careers and the challenges and opportunities associated with their companies and branding today. Real-World Branding is a smart, practical podcast, focused on what it takes to build, run, and grow successful brands in the real world. For show notes and more, visit finchbrands.com/category/podcast/. Finch Brands is a real-world branding agency headquartered in Philadelphia and a premier, boutique branding agency.

Real-World Branding is a podcast for and about brand and business building hosted by Bill Gullan, President of Finch Brands. Each bi-weekly episode features a fast-paced interview with a brand development practitioner in an interesting category. Guests talk about their careers and the challenges and opportunities associated with their companies and branding today. Real-World Branding is a smart, practical podcast, focused on what it takes to build, run, and grow successful brands in the real world. For show notes and more, visit finchbrands.com/category/podcast/. Finch Brands is a real-world branding agency headquartered in Philadelphia and a premier, boutique branding agency.
More Information

Location:

Philadelphia, PA

Description:

Real-World Branding is a podcast for and about brand and business building hosted by Bill Gullan, President of Finch Brands. Each bi-weekly episode features a fast-paced interview with a brand development practitioner in an interesting category. Guests talk about their careers and the challenges and opportunities associated with their companies and branding today. Real-World Branding is a smart, practical podcast, focused on what it takes to build, run, and grow successful brands in the real world. For show notes and more, visit finchbrands.com/category/podcast/. Finch Brands is a real-world branding agency headquartered in Philadelphia and a premier, boutique branding agency.

Twitter:

@finchbrands

Language:

English


Episodes

The Human Brand – Chris Malone

4/12/2018
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Chris Malone is the co-author of The Human Brand. Following three years of research, Chris explains how social psychology and the way we interact with humans mirrors how we interact with brands, products, and companies. Using the principles of warmth and competence, Chris demonstrates how brands can better connect with consumers. If you like our podcast, please subscribe and leave us a rating! Transcription: Chris Malone:Never let a great crisis go unused, go to waste because it doesn't...

Duration:00:34:55

Membership Has Its Perks – Todd Rothenberger

3/21/2018
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Todd Rothenberger is SVP and CMO of Diamond Credit Union. Credit unions are interesting for a variety of reasons, but Todd and his team have been extremely effective at telling the Diamond story and conveying their difference to compel consumers to choose Diamond. If you like our podcast, please subscribe and leave us a rating! Transcript: Bill Gullan: Greetings one and all, this is Real-World Branding, I'm Bill Gullan, President of Finch Brands, a premier boutique branding agency. Thank...

Duration:00:30:02

Getting Kleer Direction – Dave Monahan, CEO of Kleer

2/13/2018
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Countless industries are ripe for disruption, and the dental market is no different. Dave Monahan and his team knew there was something to be done but needed clarity to build a successful model. Through a rigorous process of market research and beta testing, they've built a brand and platform at Kleer that cuts out the middle man and connects dentists directly with consumers to make dental care accessible and easy for all. If you enjoy our podcast, please subscribe and leave us a...

Duration:00:30:08

One Big Idea: Super Bowl Smackdown

2/10/2018
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Following the final whistle, there is a clear winner and loser on the field. While Eagles fans everywhere rejoice, we take some time to look at the winners and losers off the field as it relates to the Super Bowl advertisers. In this episode, we provide a couple of comments on this year's commercials — both trends and overall themes, as well as specific ads that worked or didn't work. If you enjoy our podcast, pleas subscribe and leave us a rating! Transcription: Bill Gullan: Greetings...

Duration:00:18:21

It’s What’s Inside that Counts – Daniel Ruble, VP Marketing at CubeSmart

2/1/2018
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Daniel Ruble is Vice President of Marketing at CubeSmart, a leading self storage service provider. In this episode, Daniel lends his insight into how the brand is used to balance the functional and emotional factors that drive consumer decision-making in an interesting, yet low-frequency category. If you like our podcast, please subscribe and leave us a rating! Transcription: Daniel Ruble: So often it's not about building that unaided recall, that brand awareness, that top of mind...

Duration:00:31:31

One Big Idea – Your Strategy is Showing

1/26/2018
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Strategy is only as good as it's execution. All too often, we see brands taking a very heavy handed, overt approach to bringing a strategy to life. This week, we look at the recent Diet Coke expansion and how this strategy is directly linked to the brand's initiative to reach millennials. If you like our podcast, please subscribe and leave us a rating! Transcription: Bill Gullan: Greetings, one and all. This is Real-World Branding. I'm Bill Gullan, President of Finch Brands, a premier...

Duration:00:10:13

Small Business Branding – Pia Silva, Partner at Worstofall Design

1/18/2018
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Pia Silva: Never be different just for the sake of being different. I think that people get confused with that, "Oh, I have to stand out, so let me do this thing," and that's why there's so much inauthenticity milling about. Bill Gullan: Greetings one and all. This is Real-World Branding. I'm Bill Gullan, president of Finch Brands, a premier boutique branding agency. And it's not going to stop me, folks, having a cold here, which you may be able to hear a little bit of the vestiges of. I...

Duration:00:32:40

One Big Idea – Brand Damage and the Effects of Scandal

1/11/2018
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Almost every day or every week there's a negative headline about a brand. In this week's episode, we look back on brands that have been tarnished by some event or series of events and how and why some scandals will hurt brands more than others. If you like our podcast, please subscribe and leave us a rating! Transcript: Bill Gullan: Greetings one and all. This is Real-World Branding. I'm Bill Gullan, president of Finch Brands a premier boutique branding agency and this is One Big Idea....

Duration:00:14:01

B2B Branding – Jason Rabbino, CEO of Saberhawk Growth Partners

1/3/2018
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With significant differences from marketing to consumers, B2B branding is a unique and interesting challenge for organizations across the globe. Having served as a senior executive at three best-in-class multinational companies: Aramark, Tyco International and CHEP (Brambles Ltd), Jason Rabbino shares his insights on how to build strong brands in the B2B world. If you like our podcast, please subscribe and leave us a rating! Transcription: Jason Rabbino: But on the B2B side, once you go...

Duration:00:31:06

Sweetening the Brand – Kim Holdsworth, VP Marketing at Heartland Food Products Group

12/13/2017
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As the Vice President of Marketing at Heartland Food Products Group, Kim Holdsworth manages global marketing for SPLENDA®, among other things. With her CPG background and insight into managing brands globally, Kim provides a unique perspective on what makes big brands successful. If you like our podcast, please subscribe and leave us a rating! Transcription: Kim Holdsworth: You have to understand who you're speaking with, how they're using the product and we continue to do that every...

Duration:00:24:04

Interacting with Brands – James Giglio, CEO of MVP Interactive

11/30/2017
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From virtual and augmented reality to interactive kiosks and beyond, technology has impacted every facet of our lives. The emergence of these platforms present an opportunity for brands to create immersive experiences for consumers. James Giglio and the team at MVP Interactive are leading the way in tech-driven brand experiences. In this episode, James provides his insight into the way technology is changing these brand interactions and how it enables deeper connection with consumers. If...

Duration:00:32:08

One Big Idea: How Good is Your Logo?

11/15/2017
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In this week's episode, we talk all about logos with Finch Brands' Creative Director, Jess Koffman. We review what makes a logo successful and detail the finer points of great logo design. If you like our podcast, please subscribe and leave us a rating! Transcription: Bill Gullan: Greetings one and all, this is Real-World Branding, I'm Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Big Idea, and today we have ‘logopalooza’ or something similar....

Duration:00:33:48

Culture Counts – Rob Levin, COO of Printfly

11/9/2017
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Rob Levin, COO of Printfly shares his perspectives on the role of brand and culture after joining a business that experienced explosive organic growth. His insight speaks to the importance of these elements in sustaining and supercharging the next stage of the business. If you like our podcast, please subscribe and leave us a rating! TRANSCRIPTION Rob Levin: Every company has a culture, like it or not it develops. You either get to write that story or it's going to write itself. Bill...

Duration:00:42:40

One Big Idea – Amazon HQ2

11/1/2017
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Cities and municipalities across the nation have submitted bids to host Amazon's second headquarters. With the promise of economic development and job opportunities, its a no-brainer why. In this episode, we look at the role that this opportunity has on both the Amazon brand and the brand of it's future home. Transcription Bill Gullan: Greetings one and all. This is Real-World Branding. I'm Bill Gullan, President of Finch Brands, the premier boutique branding agency and this is One Big...

Duration:00:15:12

One Big Idea: Kneel or Stand – What’s Happening to the NFL’s Brand?

10/18/2017
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The post One Big Idea: Kneel or Stand – What’s Happening to the NFL’s Brand? appeared first on Finch Brands.

Duration:00:12:48

One Big Idea: The Keys to Successful Insights Communities

9/25/2017
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The post One Big Idea: The Keys to Successful Insights Communities appeared first on Finch Brands.

Duration:00:24:54

One Big Idea: Research Communities and the Customer-Centricity Imperative

9/13/2017
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Research communities are the future of market research and serve as a vehicle for injecting the voice of the customer into decision making processes that inform sales, marketing, operations, product development, and beyond. In this episode, we host Tom Finkle, Chief Innovation Officer of Finch Brands. He provides his perspective on market research today, the power of research communities, and the need to put the customer at the center of your business. If you like our podcast, please...

Duration:00:18:27

A New Take on Sweet – Pete Angevine, Co-Founder of Little Baby’s Ice Cream

7/13/2017
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Pete Angevine, Co-Founder and CEO of Little Baby's Ice Cream, shares his journey and values-driven approach to building an entire business structure, building a brand, and connecting with the consumer. If you like our podcast, please subscribe and leave us a rating! The post A New Take on Sweet – Pete Angevine, Co-Founder of Little Baby’s Ice Cream appeared first on Finch Brands.

Duration:00:47:42

A Natural Connection – Jess Edelstein, Co-Founder of PiperWai

5/3/2017
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On this episode, Jess Edelstein shares the story of PiperWai, from a need to build a better natural deodorant to the Shark Tank stage and beyond. She provides her perspective on building brands around the 'natural' movement and how to look at category disruption. If you like our podcast, please subscribe and leave us a rating! The post A Natural Connection – Jess Edelstein, Co-Founder of PiperWai appeared first on Finch Brands.

Duration:00:31:30

A Brand that Moves – Tom Wingert, Marketing Manager of City Fitness

4/14/2017
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Tom Wingert is Marketing Manager of City Fitness. This week, he shares with us how his unique path led him to marketing in the fitness world and how he and his team seek to take a unique approach to standing out in a growing and somewhat crowded market. If you like our podcast, please subscribe and leave us a rating! The post A Brand that Moves – Tom Wingert, Marketing Manager of City Fitness appeared first on Finch Brands.

Duration:00:39:55

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