eBRANDCAST
Education Podcasts
eCommerce is evolving. It’s past the tactics, shiny objects, and the latest social/marketplace hacks. Sure some work for sometime, but what works every time is an overall brand play. Neil uncovers branding that starts at the Core of the company - where you end with Logos and not start, where you follow a structured method and not second guess and where you achieve profitability and not just revenue. Ask Casper, Warby Parker or Allbirds. Subscribe now and shift from being a product hustler to an Iconic Brand Master.
Location:
United States
Genres:
Education Podcasts
Description:
eCommerce is evolving. It’s past the tactics, shiny objects, and the latest social/marketplace hacks. Sure some work for sometime, but what works every time is an overall brand play. Neil uncovers branding that starts at the Core of the company - where you end with Logos and not start, where you follow a structured method and not second guess and where you achieve profitability and not just revenue. Ask Casper, Warby Parker or Allbirds. Subscribe now and shift from being a product hustler to an Iconic Brand Master.
Language:
English
Website:
https://feeds.bcast.fm/
Episodes
How to Build Your Brand with Celebrity Endorsements
9/1/2021
One of the most powerful ways to increase your business's credibility is by securing a celebrity endorsement. Like is or not, humans are social creatures, and that means we’re easily influenced by the opinions of aspirational figures. But are these kinds of endorsements really relevant to eCommerce? Compared to influencer marketing, celebrity endorsements feel traditional and outdated. And are they even different strategies? There’s no question that influencer marketing is an evolutionary...
Duration:00:24:04
Branding Wars: Apple vs Facebook
8/25/2021
You may not know that back in the 2000’s, Apple and Facebook a good, mutually beneficial relationship. But since Tim Cook took over for Steve Jobs in 2011, a cold war between the brands broke out. With the launch of the iOS 14.5 update, however, Apple is taking direct aim at Facebook, and the war has turned hot. But this is more than two brands competing with each other: Apple and Facebook aren’t even direct competitors. Rather, the conflict between Apple and Facebook is clash of identities....
Duration:00:21:41
The Why and How of Building Your Brand Personality
8/18/2021
One reason branding is misunderstood by entrepreneurs is that many of its important elements and concepts sound too vague to be practical. “Brand personality” is a perfect example. It’s a term you’ve probably heard many times, but have no idea what it really is, or means. Personality in people is the fusion of their style of expression, the impression they leave on others, and their identity. In brands, when it’s done right, it’s how your brand, look, sounds, and behaves. And it’s the sum...
Duration:00:28:48
The What, Why, and How of Rebranding
8/11/2021
Branding is a process, not a destination. For the master branders of the world, it’s a job that never ends. And naturally, the question of a major rebrand is an inevitable inflection point for businesses. However, most of us think of rebranding as either a shiny new logo or a Hail Mary after a reputation crisis. You don’t need to wait until the roof caves in to consider a rebrand, because just like branding itself, rebranding is all about maintaining and nurturing better relationships with...
Duration:00:23:53
How to Brand with Positive Psychology in a Negative Time
8/4/2021
eCommerce is driven by metrics, data, and analytics, which can often make it easy to forget what really drives your brands growth: people. How we shop may have changed, but why we buy hasn’t. Fundamentally, people are just looking to meet their needs and improve their lives. Branding is the art of communicating to consumers that they’re capable of fulfilling those needs. For decades, the marketing world did this by weaponizing insecurities. Recently, alongside a shift in psychology, a world...
Duration:00:26:38
How Brand Values Are Easier Established Than Done
7/28/2021
One of the very first steps in the branding process is to clearly define your brand’s values. At eBB, brand values are an integral part of your brand’s core for a reason: because they help you connect emotionally with your target customers. They also give your brand’s identity clarity and meaning, and provide standards by which consumers can hold the brand accountable for its decisions. But the greater transparency brought on by eCommerce and social media, means that brands are now being...
Duration:00:24:47
The Psychology of Online Shopping
7/21/2021
One of our mantras at eBB is that eCommerce has only changed how consumers buy, but it hasn’t changed why we buy. Unlike eCommerce, whose rules and best practices seem to change by the hour, understanding consumers psychology can give you a lot more stability in how your run your business. Understanding how it translates in eCommerce can also streamline your decision making, and help you identify the trends and new tools that are right for you. Today’s episode lays out the essential...
Duration:00:27:09
Should You Start with Amazon or a Branded Site?
7/14/2021
In today’s episode, we tackle one of the most controversial questions raging in the eCommerce world: whether you should host your online business on Amazon or build your own branded website. While Amazon gives you the advantage of speed and simplicity, more and more entrepreneurs are no longer relying on Amazon as their sole revenue stream. And you shouldn’t either. To build a long-term brand, you need your own website. We take a deep dive into the pros and cons of each option, and how to...
Duration:00:27:51
How to Build Your Differentiation in Your DTC Business
7/7/2021
Massive eCommerce success is synonymous with the DTC giants of the last decade like Casper and Warby Parker, but the DTC business model that once revolutionized retail is losing its relevance. These brands appealed to consumers on a few key advantages: a better product at a lower cost, greater convenience, and exclusivity. Advantages that have all been wiped out by a flood of competitors and their own growth. It’s a signal to entrepreneurs that the eCommerce landscape has shifted again....
Duration:00:26:36
User-Generated Content Lessons from the Video Game Industry
6/30/2021
Today’s episode takes a short vacation from our usual focus on eCommerce and turns to the world of video games. As eCommerce brands lean into social proof to gain consumer trust, the video game industry offers a powerful lesson: the importance of user-generated content, and why you should be using it for your business. Of course, user-generated content can sometimes compete with your intended brand image, something, as you’ll see, Nintendo has had to contend with for decades. But when...
Duration:00:24:35
Patenting and Trademarking
6/24/2021
One of the central goals of branding is to clarify and showcase what’s unique about your brand. And effectively differentiating your business from your competitors in the minds of consumers is critical for your long-term stability. But unlike in-store retail, almost all of your brand assets online are intellectual property, and unfortunately, there are plenty of bad actors out there engaging in counterfeiting and cyber-squatting. These are underhanded tactics that put your brand’s...
Duration:00:23:46
How to Build a Brand with Social Impact
6/16/2021
Social proof is no longer just about reviews. But with the increasing levels of distrust in corporations and institutions, having a strong brand purpose beyond profits is one of the best ways to build social proof that signals your brand can be trusted. Today, brands that take their social responsibility seriously are being rewarded with customer loyalty. But what does it really mean to have a brand that also does social good? A charity initiative isn’t going to cut it anymore. Most...
Duration:00:25:46
How to Map Your Brand Touchpoints – and Why You Should
6/9/2021
Without the in-person interaction of a physical store, eCommerce brands need to carefully design their brand experience to build and maintain an emotional connection with customers. With so many options online, a lack of emotional connection to your brand renders you invisible. In today’s episode, we help you get a handle on crafting a great brand experience by mapping and designing your brand touchpoints. Brand touchpoints are where customers actually “touch” and interact directly with your...
Duration:00:26:24
Has eCommerce Killed Branding?
6/3/2021
The rise of eCommerce has drastically changed the traditional retail market. With record store closings year-after-year, it seems obvious that eCommerce is signaling the end of brands. With more effective marketing tools, and more access to billions of consumers around the world, branding certainly feels like a print and TV ad relic of the past. And certainly, in the early days of eCommerce, it was easy to get away with rudimentary branding, but the market is changing rapidly. With...
Duration:00:24:21
The 6 Skills of a Great Digital Marketer
5/27/2021
At eBB, we advise a holistic approach to building a business. But that’s not to say that the branding process is where your work on your brand will account for all the skills you’ll develop or need over the course of growing your business. In today’s episode, we take a closer look at the discipline of marketing. Whether digitally or through traditional channels, you could easily devote an entire career to mastering this essential process. As an entrepreneur, you don’t have the luxury of...
Duration:00:22:57
Success Seen by eCommerce Behemoths
5/19/2021
We’ve all heard of Casper, Warby Parker, and Harry’s. They’re not just giant eCommerce brands, they’ve also fundamentally reshaped customer behavior and reinvented outdated business models. The trap of trying to emulate their success, is the assumption that eCommerce has a natural, guaranteed edge over traditional retail. There’s no question, that one of the reasons these brands have been able to make other retailers irrelevant so quickly, is because the greater amount of customer data they...
Duration:00:21:58
What Does Having an “Authentic” Brand Purpose Really Mean?
5/12/2021
If you’ve been in eCommerce for longer than a week, you’ve come across the term “brand purpose.” Unfortunately, it’s discussed so vaguely and is so overused, that it’s not much more than a buzzword. Same goes for another term often found in the same sentence: “authenticity.” But in order to build a dominant eCommerce brand, an authentic purpose is an absolute must. This episode gives these tired terms a fresh perspective by using one of the most iconic scenes in film history to explain what...
Duration:00:17:16
Brand Strategy Case Study - NASCAR
5/5/2021
In today’s episode, I present a case study of how NASCAR is using content marketing to renew their brand, and attract new fans. Although they’re not an eCommerce brand, their genuinely innovative content campaign offers many lessons for entrepreneurs. As long as you have done the work of defining your brand, there’s nothing NASCAR has done that you couldn’t adopt for yourself. So have a listen to how NASCAR took their floundering brand and renewed it for a new generation. Each element of...
Duration:00:16:43
A Brand By Any Other Name – The Power of Brand Names
4/28/2021
Your brand’s name is one of your most important and valuable assets, but only if it’s meaningful to your core audience. Brand names have a long list of jobs to do, from educating customers about what your brand does, to who the brand serves, what you value, and your brand purpose. The challenge of choosing a name that does all of this and creates an emotional reaction in consumers is a tall order. But as the centerpiece of your brand identity, the naming process requires extra care and...
Duration:00:18:24
Why Consumers Choose a Brand – According to Neuroscience
4/21/2021
Entrepreneurs can be forgiven for thinking branding is too vague and imprecise to be relevant. Digital marketing gets tangible results, while appeal to customers “emotionally” is a lot harder to measure and see. In today’s episode, we make the emotional appeal of brands a little more practical. We take a deep dive into the neuroscience behind how people choose a brand when making a purchase, and how you can apply these insights to your branding in order to make sure they choose yours....
Duration:00:18:37