Episode from the podcastBrand Tuned - Smart Marketing, Better Branding

Stop Assuming Your Customer is A Big Sophisticated Brand

Released Friday, 8th January 2021
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Placing undue emphasis on marketing brands at the maturity stage leaves marketers struggling to know how to find a coherent blueprint for small brands, and that includes how to take account of intellectual property 

  • For the Brand Tuned book - The New Rules of Branding, Strategy and Intellectual Property my focus has been different because the book is all about what a small business needs to take into account to create a brand. 
  • My ideas around brands, branding and marketing have evolved somewhat since I first launched the podcast 
  • More than 99% of all businesses in the UK are small or medium size SMEs with fewer than 250 employees. The numbers are similar in Europe and the US 
  • Small brands do not have a legal department to take care of IP. Often the small business client knows nothing about IP and is assuming their marketer/designers know all that’s pertinent to their discipline 
  • In the early days the small business needs to focus on finding consumers to buy from it so it can survive and still be in business the following year.
  • Placing undue emphasis on marketing brands at the maturity stage leaves marketers struggling to know how to find a coherent blueprint for small brands, and that includes how to take account of intellectual property.
  • Intellectual property is fundamentally part and parcel of business 
  • IP isn’t just a legal subject you can leave to the lawyers because it needs to be borne in mind during brand creation 
  • Marketers are having to plug the gap in their skillset by learning on the go, sometimes through hard experience 
  • The podcast is for entrepreneurs, agencies, marketers, lawyers and designers looking for no fluff guidance on branding and marketing 

Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  

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Moderator Stats

ID
82276678
Episode Number
61
Visibility
visible
Podcast ID
1195200

Episode Details

Length
19m 12s
Explicit
No
Season
3
Episode
61
Episode Type
Full

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