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The Real-World Branding Podcast

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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

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


One Big Idea: Identity Crisis – Choosing the Right Brand Strategy for Your Merger

2/16/2017
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The most fundamental brand architecture decision following and M&A event has to do with identity – the name, logo, and core message of the post-transaction company. In an M&A situation, there are 10 prevailing approaches – each with strengths and weaknesses. In this episode, we review what these options are and how to decide which approach is best for your specific situation. If you like our podcast, please subscribe and leave us a rating! The post One Big Idea: Identity Crisis – Choosing...

Duration: 00:29:07


Building Brands Through Acquisition – Amy Kothari, My Alarm Center

2/9/2017
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In this episode, we interview Amy Kothari, CEO of My Alarm Center. My Alarm Center has grown and expanded into new markets by making strategic acquisitions throughout the years. Hear from this practitioner as she details how she and her team thought through the difficult decisions around brand architecture and identity. If you like our podcast, please subscribe and leave us a rating! The post Building Brands Through Acquisition – Amy Kothari, My Alarm Center appeared first on Finch Brands.

Duration: 00:33:42


One Big Idea: Boom or Bust – Branding After M&A

2/2/2017
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With the increase of M&A activity every year, its shocking to hear that more than half of these decisions fail to create value for organizations. One often overlooked factor in a merger or acquisition's success is the brand decision. In this episode, we look at the need for practitioners to understand the role the brand plays in a M&A situation. If you like our podcast, please subscribe and leave us a rating! The post One Big Idea: Boom or Bust – Branding After M&A appeared first on Finch...

Duration: 00:17:11


One Big Idea: Rebranding GNC, A Recipe for Gains?

1/25/2017
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Reeling from struggling earnings and loss of market share, GNC announced a “One New GNC” rebranding initiative, will it be enough to pull the brand out of its slump? If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription: Bill Gullan: Greetings one and all. This is Real-World Branding. I'm Bill Gullan, your host an President of Finch Brands, a premier boutique branding agency. We were very happy to...

Duration: 00:10:07


One Big Idea: Hits from All Sides – The State of the NFL Brand

1/21/2017
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Much has been made of the NFL’s early season ratings drop and subsequent recovery, with explanations ranging from the situational to the fundamental. We take a look at the state of the NFL's brand and how cultural trends are shaping the future of the league. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription: The post One Big Idea: Hits from All Sides – The State of the NFL Brand appeared first on...

Duration: 00:09:36


One Big Idea: Slogans for President

10/28/2016
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With less than two weeks until election day in the US, we take a look at the role and effectiveness of campaign slogans across the years. With unique insight provided by the glimpse into the Clinton campaign and the road to the final slogan, we take a nonpartisan look at branding presidential candidates. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription Bill Gullan: Greetings one and all, this is...

Duration: 00:16:03


One Big Idea: A (Met) Life Without Snoopy

10/20/2016
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As the company and business model evolves, MetLife recently debuted a new brand identity - the first major marketing change for the life insurance company in 30 years. With the rebrand, MetLife has chosen to part ways with Snoopy and the Peanuts gang. At a time when the Peanuts brand is surging after a renaissance, what does this move mean as the brand moves forward? In this week's episode, Bill provides comment on the rebrand and decision to drop Snoopy. If you like our podcast, please...

Duration: 00:11:23


Branded Tech: Chris Cera, CEO of Arcweb Technologies

9/22/2016
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In this week's episode, we host Chris Cera, Founder and CEO of Arcweb Technologies, a digital product design company. He shares his insights on the role of the brand in custom software solutions and app development. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription The post Branded Tech: Chris Cera, CEO of Arcweb Technologies appeared first on Finch Brands.

One Big Idea: Do We Need a Tagline?

9/9/2016
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In this week's episode, Bill examines the factors that are critical to deciding whether or not a tagline is appropriate for a brand. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS 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, and this is One Big Idea. We've heard a lot recently in our own work and...

The Truth About Digital: Mitchell Reichgut, CEO of Jun Group

9/1/2016
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In this week's episode, we host Michell Reichgut, Founder and CEO of Jun Group. With over two decades of applied experience, Mitchell explains how advancements in mobile and digital media are transforming the way brands communicate with consumers. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription Mitchell Reichgut: In all the years that I've worked in digital media, I have never seen anything like...

Nothing but Nets: Elisa Padilla, SVP and CMO of Brooklyn Sports and Entertainment

8/16/2016
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In this episode, we host Elisa Padilla, CMO of Brooklyn Sports and Entertainment. An accomplished media professional and sports marketer, she walks us through the intricacies of the Brooklyn Nets' rebranding process as the team moved from New Jersey. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription The post Nothing but Nets: Elisa Padilla, SVP and CMO of Brooklyn Sports and Entertainment appeared...

One Big Idea: Wearing the Brand

8/5/2016
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In this week's episode, we use Starbucks' recent change in uniform policy to consider the role of visual consistency in brand personality. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription The post One Big Idea: Wearing the Brand appeared first on Finch Brands.

The Mother of All Brands: Agata Clevenger, Destination Maternity

7/28/2016
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In this episode, we host Agata Clevenger, whose impressive career includes leadership roles at both David's Bridal and Destination Maternity. We take a look at how branding helps companies succeed in fixed categories with short consumption cycles. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription The post The Mother of All Brands: Agata Clevenger, Destination Maternity appeared first on Finch Brands.

One Big Idea: Testing Creative

7/21/2016
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In this week's episode, Bill details the role of target market feedback in developing creative brand elements, with a focus on when and how to test creative designs with consumers. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription The post One Big Idea: Testing Creative appeared first on Finch Brands.

Extreme Branding: Donna Goldsmith – SVP of Tough Mudder Inc.

7/14/2016
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In this episode, we examine the role of licensing and consumer products in brand growth. Donna Goldsmith, SVP of Consumer Products, Partnerships and International Event Licensing at Tough Mudder, reviews lessons learned across brands including the NBA and WWE. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription Donna Goldsmith: I think it's just what your brand stands for. It makes all the...

Rebranding in the Real World: Eric Sugalski, Founder and President of Smithwise

6/30/2016
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In this week's episode, Eric Sugalski speaks about the recent rebranding process that took his company from Boston Device Development to Smithwise. We examine the nuances of rebranding in practice and discuss best practices. If you like our podcast, please subscribe and leave us a rating! Podcast: Play in new window | DownloadSubscribe: iTunes | RSS Transcription The post Rebranding in the Real World: Eric Sugalski, Founder and President of Smithwise appeared first on Finch Brands.
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