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on average the brand, the
typical brand should have 30

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to 50 distinctive brand assets.

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The average folks that
I talk to have five.

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So it doesn't matter if Michelangelo
painted your brand Mark, or you know

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someone, someone very, very famous,
created your brand mark for you.

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That's only one thing you know.

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That's only one memory.

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Welcome to the e-Commerce podcast
with me, your host, Matt Edmundson.

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The E-Commerce podcast is all about
helping you deliver e-commerce.

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Wow.

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And to help us do just that today I
am chatting with today's guest, Stæven

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Frey, from Quantum Branding Agency.

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To you about why is branding so
important for your e-commerce business.

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I just love talking about branding, so
I'm looking forward to this conversation.

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00:00:51,787 --> 00:00:56,347
But before Stæven and I dive into
our conversation, let me give you

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a, a podcast pick some previous
episodes that I think you'll enjoy.

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Oh, yes.

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Check out five steps for
successful e-commerce branding.

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No, no, actually that's wrong.

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Five steps for successful Amazon
branding, uh, with Drew Morgans,

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who's actually a really cool guy.

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I met him in Kansas.

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What a legend He is, uh, Branding
basics to consider when branding your

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business with a very own Josh Catchpole.

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Also talking about branding.

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Uh, you can access our podcast pick
and our entire podcast archive for free

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on our website, ecommercepodcast.net.

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Plus, if you are there, sign up
to the newsletter and we will send

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00:01:32,772 --> 00:01:37,182
you the links to our podcast picks,
along with the notes and the links

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from today's show with Stæven.

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They all get delivered straight
to your inbox totally for free.

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So if you're not signed up for the
newsletter yet, why not get on it?

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Get over to the website just do it now.

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Now, are you struggling to struggling?

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Are you struggling to talk a bit like me?

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Are you struggling to grow
your e-commerce business?

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Do you feel you are constantly
spinning the wheels trying to

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figure out what to focus on next?

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Well, let me tell you, I have been there
and I know how frustrating it can be.

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That's why we have the e-commerce cohort,
and that's why the e-commerce cohort

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sponsors the show, uh, e-commerce cohort
helps, helps e-commerce businesses

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like yours deliver an exceptional
customer experience that drives results.

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Uh, and to help you get started,
they have a free resource for

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you called E-Commerce Cycles.

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It's a mini course.

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Which walks you through the
proven framework for building a

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successful e-commerce business.

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In that mini course, you will see the
specific steps that we take in our own

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e-commerce company, uh uh, so that you
can see exactly how to put those concepts

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into practice in your own business.

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Oh, yes, and the good news.

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It's completely free.

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Uh, and you can sign up,
uh, at ecommercecycles.com.

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Go check it out.

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Go head over to ecommercecycles.com,
access our free training.

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Get started today.

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Uh, and just, you know, it's time
to start delivering e-commerce

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wow to your customers with
the help of e-commerce cohort.

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Oh.

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Yes.

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Now that is the show sponsor.

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Let's talk about the show guest.

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Stæven is the founder and chief brand
scientist, which I think is probably

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one of the best job titles ever.

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At Quantum branding, he helps brands
become more authentic and memorable.

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Uh, he's a category leader through
the power of brand science, the core

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of what fuels successful brands,
growth, sales, and marketing.

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Brand science has got a
trademark next to it, by the way.

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Uh, he's passionate about helping
purpose-driven brands to go to the

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next level, disrupt their market, and
leverage the power of brand science

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to become an industry authority.

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Stæven, great to have
you on the show, man.

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How are we doing?

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We are good.

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And, uh, thanks listeners for uh,
tuning in today's episode as well.

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Thanks for having me.

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Oh, no, it's, it's great to have you.

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It's great.

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I'm curious, Stæven, before we, before
we jump in, um, I mean, you're drinking

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your, your English breakfast tea
from, from from Tennessee, you know.

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No, it's Twinings.

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No worries.

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It even sounds quintessentially
English, doesn't it?

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Twinings.

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Um, what's the, I'm curious,
what's the painting behind you?

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Because I, I appreciate
people listening to the show.

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Can't see it.

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Uh, but I'm, I'm really captivated by
this painting that you have behind you.

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Sure.

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Uh, so, uh, one of the things that,
uh, is important for me is, uh, color

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and color is one of the, the secondary
lenses that we interpret things.

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So, first is shape, then is color.

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And so these are just some great colors.

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And I live in a 1928 bungalow,
and so these are a little

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bit more mid-century modern.

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But, uh, I just, uh, loved this,
uh, loved this, uh, this painting.

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Yeah.

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Uh, behind me and, uh,
there's actually another one.

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I can't gotta show it.

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We're gonna pull it off the wall.

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That's Cat.

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It's a cat painting.

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It's a cat.

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Now what the reason we're laughing dear
listener, is because, um, before we

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hit the record button, Stæven, you were
telling me that, um, as well as being a

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brand scientist, uh, you, you, you rescue
cats, and there, there may be the odd

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cat sort of appearing on the video or,
or, or maybe making a vocal appearance.

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Sure.

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Sure.

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So if we hear, so if we hear there's
a variety of cats, cat noises, we

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hear, uh, usually, uh, it's Mr.

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Peanut butter wanting to go outside
or teddy pumpkin pancakes saying hi.

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Yes.

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We won't go into all their names, but Mr.

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Peanut, I was teasing out.

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I was like, yeah, little did you
know you signed up for a podcast

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with me and my cat entourage.

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My cat-tourage.

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The cat-tourage.

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Yes.

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That's awesome.

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That's awesome.

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Uh, we should maybe do a whole
episode on how to name your cat,

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because obviously you've got
some great names going on there.

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You know, the universe does it.

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You gotta listen to the universe.

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You give it two weeks
and it just shows up.

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That's the whole episode actually.

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Okay.

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Well thanks for listening.

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Thanks for tuning in.

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Thanks

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to check the mail.

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We love it.

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We love it.

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So Stæven we read in your, um, bio.

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I'm just, You are the
chief brand scientist.

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What does that mean?

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What's the chief brand scientist?

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So, a chief brand scientist is, uh,
a term that, that I've kind of, uh,

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developed to represent several things.

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One, there's kind of a chief marketing
officer and a chief marketing officer

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is their role is to, you know,
and it may differ from agency or

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company or organization or nonprofit.

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Mm-hmm.

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But, uh, chief marketing officer
is predominantly, uh, Uh, given

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the responsibility to focus on
the marketing of the organization

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and set out the message.

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Mm-hmm.

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But then there's also
a strategist component.

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So then for a while I was, you know, I
was like, well, chief strategy officer,

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so cso, that's kind of a new term.

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But what's interesting is within
my organization, there's a

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couple things that I'm doing.

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You know, yes, I am advancing the
marketing for my organization.

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Yes, I'm advancing
strategy for organizations.

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But the main thing that I'm doing is
that I'm, I'm researching first and

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foremost using evidence-based metrics,
diving into, uh, what are, what are the

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metrics and things that organizations
need to be looking at, and then I do

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that for their organization as well.

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So, so I'm not just the, the chief
brand scientist for my own organization.

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That's kind of my title
when I come to you.

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So I'm bringing that skillset
of knowing how to integrate.

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Yes.

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The marketing, yes, the sales, but
also the research, the strategy,

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and the synthesis so that we come
in and, and together can diagnose

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and assess and create plans that are
based on what's gonna move the needle

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forward for your organization based
on where you are, kind of in the

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age and stage of your organization.

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Mm-hmm.

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Um, as, as well.

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So, uh, chief Brand Scientist
simply stated is, is my title.

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I made it cuz I do what I want.

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No, I'm just kidding.

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My brother used to say, do what
you want, you'll do it anyways.

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So I was like, fine.

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No big chiefs chief brand scientist.

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No.

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Uh, but was it a case of, um,
it's the best term that, that

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embraces all the things that I do.

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Yeah.

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You know, first and foremost,
advancing brain science is kind of my

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main karmic purpose on this planet.

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Uh, and teaching, teaching
everyone about it as well.

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So,

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Okay, well, we'll get into that.

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I mean, I, I was just saying then I,
part of me is curious, did you come up

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with the name Chief Brand Scientist?

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Just, was it going back to the start
of the podcast, the Universe, after two

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weeks, it just, that's what happened.

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It, it, it's a little bit longer than
that, but doesn't work on yourself.

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It only works for cats, man.

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Yes.

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Just takes a lot longer
on, on humans apparently.

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Right, right.

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00:08:58,627 --> 00:09:01,957
Um, So you've used this
phrase, brand science.

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00:09:01,957 --> 00:09:02,377
Let's dig.

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00:09:02,467 --> 00:09:06,967
So you're a brand scientist, um,
which is separate and distinct from,

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00:09:06,997 --> 00:09:09,757
uh, the, the, the chief marketing
officer that you, that you mentioned.

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00:09:09,762 --> 00:09:13,687
So brand science, what do
you, I mean, you've, you, you

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00:09:13,687 --> 00:09:15,517
use the word like metrics.

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00:09:15,522 --> 00:09:18,907
Um, so I, I figure that's
involved in it somehow.

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00:09:18,907 --> 00:09:21,037
But let's dig into this
concept of brand science.

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00:09:21,037 --> 00:09:23,137
What do we mean by brand science?

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00:09:25,507 --> 00:09:30,727
Yeah, so, so I, I first like to start off
with a baseline of where does this fit?

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So marketing is, hey, anything that
says, Hey, do business with me.

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00:09:35,827 --> 00:09:36,097
Right.

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00:09:36,102 --> 00:09:37,387
You don't, you don't make,

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00:09:37,387 --> 00:09:40,147
it's the best, best definition I've
heard for marketing for a long time.

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00:09:40,567 --> 00:09:40,837
So,

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00:09:41,107 --> 00:09:43,187
so, It's, it's really functional.

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00:09:43,187 --> 00:09:46,817
You know, you, back in the day, I would've
traded some wheat, uh, with you for

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00:09:46,817 --> 00:09:48,587
some cheese or something, or a goat.

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00:09:48,977 --> 00:09:52,577
Um, and there would've been a sign outside
your door that said, ah, you're the

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00:09:52,577 --> 00:09:54,347
blacksmith, or, oh, this is the bakery.

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00:09:54,352 --> 00:09:56,987
And we, we would've done
trade on a local level.

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00:09:56,997 --> 00:09:58,737
Yeah, and traded.

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00:09:58,737 --> 00:10:00,057
So marketing.

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00:10:00,147 --> 00:10:03,777
Now, nowadays we live in a digital
economy, a digital global economy

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00:10:03,777 --> 00:10:08,517
where I don't trade with people
items, but I trade money and I

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00:10:08,517 --> 00:10:10,587
trade possibly all over the world.

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00:10:10,977 --> 00:10:14,607
So marketing is just the
functional advancement of trade

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00:10:14,612 --> 00:10:16,347
saying, Hey, do business with me.

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00:10:16,347 --> 00:10:16,437
Mm-hmm.

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00:10:17,247 --> 00:10:19,707
Then within that, there's
another component.

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There's branding, and branding is
the unique and distinctive assets

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00:10:24,562 --> 00:10:29,512
within your marketing, whether
it's your sandwich board sign, or

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00:10:29,517 --> 00:10:33,832
your, your various ways that you
share who you are and what you do.

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Print, web, digital, social
media, so there's marketing, and

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then within that is branding.

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And branding is the distinct
stuff that helps you remember

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whom to do business with.

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00:10:44,917 --> 00:10:50,497
So if the blacksmith had a bright Barbie
pink sign, you'd probably be like,

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00:10:50,497 --> 00:10:55,087
whoa, I remember that guy when I was
traipsing through town on my Clydesdale.

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00:10:55,297 --> 00:10:57,007
Let's go get a sword there.

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Uh, likewise, that's how things
work in our minds when there are.

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00:11:04,177 --> 00:11:07,117
Um, memories that we've
built based on our senses.

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00:11:07,117 --> 00:11:10,987
So this is the, the, the
crux of everything is we make

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memories using our senses.

240
00:11:13,372 --> 00:11:13,672
Yeah.

241
00:11:13,732 --> 00:11:18,502
And so sensory assets are the things
within brands that we remember.

242
00:11:18,502 --> 00:11:24,052
So color, shape, word, story,
sound, music, character, you

243
00:11:24,052 --> 00:11:25,882
know, photography, illustration.

244
00:11:25,882 --> 00:11:28,972
So any time that those are
distinct, we remember 'em.

245
00:11:28,972 --> 00:11:29,812
So that's branding.

246
00:11:30,142 --> 00:11:31,582
So we went from marketing mm-hmm.

247
00:11:31,682 --> 00:11:32,482
To branding.

248
00:11:32,482 --> 00:11:37,612
And then there's brand science, which
is this geeky little, you know, corner

249
00:11:37,612 --> 00:11:42,052
of my world, which is the study of how
do we make branding more effective.

250
00:11:42,412 --> 00:11:45,502
How do we make it more
distinct and more famous?

251
00:11:45,832 --> 00:11:48,622
How do we drive people
to think of us first?

252
00:11:48,922 --> 00:11:53,482
And so there's a slew of sciences,
um, and, and metrics that I look

253
00:11:53,482 --> 00:11:59,002
at, um, and variables that, that
we work through to ensure that

254
00:11:59,002 --> 00:12:00,652
we're understanding your category.

255
00:12:01,792 --> 00:12:06,292
We're understanding the customer cues,
we're understanding where everyone else

256
00:12:06,292 --> 00:12:08,092
is kind of in the bald diamond, you know?

257
00:12:08,097 --> 00:12:08,282
Mm-hmm.

258
00:12:08,362 --> 00:12:12,322
So if you've got customer cues as first
base, you can't alienate the customer.

259
00:12:12,322 --> 00:12:13,252
You gotta give 'em what they want.

260
00:12:13,702 --> 00:12:16,912
And then you've got, third
base is, is the industry.

261
00:12:16,982 --> 00:12:20,152
You know, you can't alienate your
industry or else you don't fit.

262
00:12:20,827 --> 00:12:22,567
And then there's kind of the outfield.

263
00:12:22,567 --> 00:12:26,557
And the outfield is where everyone
else has hit the ball with their own

264
00:12:26,557 --> 00:12:31,267
distinctive ip, with their own color,
shape, word, distinctive brand assets.

265
00:12:31,417 --> 00:12:35,737
So every category has its
own set, set of kind of.

266
00:12:36,112 --> 00:12:42,982
Data that, that we look at and create
just for you, so that we look at and we

267
00:12:42,982 --> 00:12:48,382
can measure the effectiveness of your
branding thus far, and, and this is

268
00:12:48,387 --> 00:12:50,002
really kind of a controversial thing.

269
00:12:50,007 --> 00:12:52,792
It's, it's shouldn't
be, you'd think science.

270
00:12:52,797 --> 00:12:53,932
Everyone would love science.

271
00:12:53,932 --> 00:12:55,822
It gives us answers and
helps explain things.

272
00:12:56,187 --> 00:13:00,657
Uh, but anytime you are talking about,
you know, someone's brand mark, you're

273
00:13:00,657 --> 00:13:04,917
talking about things that they've
invested in that they're heavily tied to.

274
00:13:05,427 --> 00:13:09,507
Um, and then we put that up against
testing and saying like, wow, this

275
00:13:09,512 --> 00:13:11,907
is not distinct, it's not memorable.

276
00:13:12,237 --> 00:13:15,357
And be like, well, this has been
our brand Mark for 200 years.

277
00:13:15,417 --> 00:13:17,187
And I'm like, well, that's great.

278
00:13:17,667 --> 00:13:19,317
Um, how's business?

279
00:13:19,347 --> 00:13:19,437
Mm-hmm.

280
00:13:20,172 --> 00:13:21,177
Are you selling?

281
00:13:21,717 --> 00:13:24,297
And so typically there's
an emotional side of.

282
00:13:24,602 --> 00:13:28,112
Of the branding that they think they
are connected to and actually they're

283
00:13:28,112 --> 00:13:29,912
connected to their customers aren't.

284
00:13:29,912 --> 00:13:29,972
Yeah.

285
00:13:30,482 --> 00:13:34,772
And so that's another, that's another
kind of fallacy in this world, but

286
00:13:34,777 --> 00:13:38,522
brands, uh, of brand science, that
it's about emotional connection and

287
00:13:38,527 --> 00:13:41,552
it's actually about making memories.

288
00:13:42,472 --> 00:13:44,842
And, and we'll, we'll get
into that a little bit later.

289
00:13:44,842 --> 00:13:49,372
So, brand sciences is this little subset
within branding in the study of how

290
00:13:49,372 --> 00:13:50,902
to make your branding more effective.

291
00:13:51,262 --> 00:13:53,572
And it helps drive profits.

292
00:13:53,842 --> 00:13:56,572
It helps companies grow and sell.

293
00:13:56,812 --> 00:13:59,752
It helps make people think of you first.

294
00:13:59,812 --> 00:13:59,842
Mm.

295
00:14:00,262 --> 00:14:02,322
And that's ultimately
what we want them to do.

296
00:14:02,492 --> 00:14:06,302
And that's the most important thing,
especially if you're passionate about

297
00:14:06,302 --> 00:14:09,302
your brand and you're passionate
about making a living and you're

298
00:14:09,302 --> 00:14:13,532
passionate about, you know, um, being
able to afford the top shelf cat food,

299
00:14:14,462 --> 00:14:16,742
you know, or dog food for, uh, for.

300
00:14:17,752 --> 00:14:19,822
For, for equal amongst
the pet or, or humans.

301
00:14:19,822 --> 00:14:22,912
If you have humans in the home and
you want them to, but, but you know,

302
00:14:23,242 --> 00:14:26,692
if this is what you do for a living,
this is probably one of the number

303
00:14:26,692 --> 00:14:28,402
one things you need to invest in.

304
00:14:28,442 --> 00:14:28,862
Mm-hmm.

305
00:14:28,912 --> 00:14:34,072
The challenge is most, most agencies,
marketing personnel, and folks don't.

306
00:14:34,252 --> 00:14:35,032
They know why.

307
00:14:35,062 --> 00:14:36,682
They don't know how to articulate why.

308
00:14:36,982 --> 00:14:40,702
So that's why I really love brand science
because it gives us a foundational

309
00:14:40,702 --> 00:14:45,112
explanation of what branding is meant
to do, whether or not it's working.

310
00:14:45,172 --> 00:14:45,262
Mm-hmm.

311
00:14:45,502 --> 00:14:49,822
What we should do and how we can change
it as soon as possible so that we

312
00:14:49,827 --> 00:14:54,052
can grow, we can sell, we can drive
revenue, and we can get that cat food.

313
00:14:54,782 --> 00:14:56,842
So I, I mean there's a lot there, Stæven.

314
00:14:56,842 --> 00:14:58,802
I'm not gonna lie, I've got
a little of notes already.

315
00:14:59,132 --> 00:15:01,892
Um, and so you've got this concept.

316
00:15:01,892 --> 00:15:02,042
Yeah.

317
00:15:02,042 --> 00:15:02,402
Well, okay.

318
00:15:02,407 --> 00:15:06,332
It's not, not your concept, but you,
there's this, there's this, I think

319
00:15:06,332 --> 00:15:09,452
sometimes people think of it as a
bit ethereal or don't they, branding.

320
00:15:09,452 --> 00:15:10,322
It's just something out.

321
00:15:10,322 --> 00:15:11,582
It's very unquantifiable.

322
00:15:11,582 --> 00:15:13,322
It's a bit like social media.

323
00:15:13,412 --> 00:15:14,012
I don't know.

324
00:15:14,132 --> 00:15:14,942
It's just over there.

325
00:15:14,972 --> 00:15:18,092
It's, it is a bit ethereal and every
now and again people think, well,

326
00:15:18,092 --> 00:15:19,742
should I change my logo and my colors?

327
00:15:20,672 --> 00:15:22,772
Um, which is actually, I think it's very.

328
00:15:23,347 --> 00:15:26,047
It's, it's doing a disservice
to the, to the idea of

329
00:15:26,047 --> 00:15:27,607
branding, uh, in a massive way.

330
00:15:27,607 --> 00:15:34,267
But you are taking then this sort of
ethereal thing and you're trying to

331
00:15:34,267 --> 00:15:37,387
put numbers or some kind of science
behind it to help people understand

332
00:15:37,387 --> 00:15:38,857
whether or not it's, it's working.

333
00:15:39,487 --> 00:15:44,587
How, if I'm an e-commerce owner,
um, let's say I've already got

334
00:15:44,587 --> 00:15:45,847
an e-commerce business, right?

335
00:15:45,847 --> 00:15:46,747
It's already established.

336
00:15:46,747 --> 00:15:47,917
How do I know?

337
00:15:48,472 --> 00:15:52,222
If it's working, what are some of the
things that I need to be thinking about?

338
00:15:52,222 --> 00:15:52,852
How do I know?

339
00:15:52,882 --> 00:15:56,572
I love this phrase, do people come
to you first, um, that you used?

340
00:15:56,602 --> 00:15:58,792
How do I, how do I know
if that's happening?

341
00:15:58,852 --> 00:16:00,172
What are some of the
things that you look for?

342
00:16:00,682 --> 00:16:00,982
Sure.

343
00:16:00,982 --> 00:16:03,862
So there's obviously leading
and lagging indicators.

344
00:16:03,892 --> 00:16:07,432
You know, you can look at
clicks and websites and things.

345
00:16:07,582 --> 00:16:11,182
You can see search terms and how
you're ranking, you know, how you're

346
00:16:11,182 --> 00:16:12,922
ranking in Google search terms.

347
00:16:13,192 --> 00:16:16,102
Those are gonna kind of give
you some lagging indicators.

348
00:16:16,692 --> 00:16:18,672
Uh, and I always, if I
mess this up, forgive me.

349
00:16:18,672 --> 00:16:22,602
But you know, some of them are gonna
tell you, um, are people looking for you?

350
00:16:22,607 --> 00:16:23,952
Are they not looking for you?

351
00:16:23,952 --> 00:16:24,042
Mm-hmm.

352
00:16:24,312 --> 00:16:26,682
And so for you to change
and move the needle, that's

353
00:16:26,687 --> 00:16:27,912
not gonna happen right away.

354
00:16:27,912 --> 00:16:30,762
So you may think that, uh, web.

355
00:16:31,102 --> 00:16:35,812
Website search and SEO or Amazon
search is gonna be a leading indicator.

356
00:16:36,202 --> 00:16:39,802
Um, when it may not be, it may actually
just be, you know, somebody just paid

357
00:16:39,802 --> 00:16:43,462
a hundred people to do, you know,
testimonials and reviews or mm-hmm.

358
00:16:43,702 --> 00:16:45,022
It's paid sponsored ad.

359
00:16:45,472 --> 00:16:49,192
So then is that really, are you
really leading in that category?

360
00:16:49,197 --> 00:16:54,742
So, so the really two metrics that
I like to focus on is, uh, fame.

361
00:16:55,042 --> 00:16:57,682
How famous is it and how distinct is it?

362
00:16:58,162 --> 00:17:03,592
So when it comes to your, your, your
brand asset, your brand assets, I

363
00:17:03,592 --> 00:17:08,002
said earlier, it's not just about
your, your brand Mark or your logo.

364
00:17:08,002 --> 00:17:08,842
I say brand Mark.

365
00:17:08,842 --> 00:17:12,682
And I'd love if everyone else started
saying this instead of logo, uh, because

366
00:17:12,682 --> 00:17:17,722
when we say brand Mark, it's, it helps
us transition into this idea that your

367
00:17:17,722 --> 00:17:19,012
brand is more than just your logo.

368
00:17:19,882 --> 00:17:24,202
Your brand is all the assets,
visual, verbal, word, shaped

369
00:17:24,202 --> 00:17:27,712
color, uh, story sound, music.

370
00:17:28,042 --> 00:17:34,312
And so then we see our brand assets
as these really distinctive, that

371
00:17:34,312 --> 00:17:37,432
are unique to us investments assets.

372
00:17:38,112 --> 00:17:42,732
That anytime we need to do an ad
or, or whatnot, we have a menu of

373
00:17:42,732 --> 00:17:47,022
assets that we can choose to help
use to drive that top of mindness.

374
00:17:47,682 --> 00:17:54,432
Um, so you, you're to your question,
how do you know if you are, you

375
00:17:54,432 --> 00:17:56,532
know, if they're coming to you first.

376
00:17:56,832 --> 00:17:59,952
There's obviously, you know,
you've got leads, you've got

377
00:17:59,952 --> 00:18:01,152
your, your buyer's journey.

378
00:18:01,822 --> 00:18:05,632
Uh, but really the two that we,
we have to look at first is how

379
00:18:05,632 --> 00:18:07,432
famous is it in your category?

380
00:18:07,432 --> 00:18:07,712
Mm-hmm.

381
00:18:07,792 --> 00:18:09,622
And how distinctiveness is it?

382
00:18:10,132 --> 00:18:15,292
And so if you imagine a, a window, an
old window with two boxes, you know,

383
00:18:15,297 --> 00:18:17,512
that's, that's our, our little rubric.

384
00:18:17,512 --> 00:18:22,672
And, and the top corner is where we wanna
get super famous and super distinct.

385
00:18:22,737 --> 00:18:22,767
Okay.

386
00:18:23,217 --> 00:18:28,617
And based on how those assets
test, um, you know, so, uh, a great

387
00:18:28,617 --> 00:18:30,567
example is if you think of Coca-Cola.

388
00:18:30,567 --> 00:18:33,417
Coca-Cola has over 150 and plus assets.

389
00:18:33,417 --> 00:18:37,947
You know, Santa Claus, polar bears,
you know, the shape of the bottle.

390
00:18:37,947 --> 00:18:40,857
Open happiness, always coca-cola.

391
00:18:41,092 --> 00:18:45,532
You know, they've got all these assets
and then they refresh them every season.

392
00:18:45,772 --> 00:18:49,462
You know, you get the new Coke Zero
can and now it's red with the black.

393
00:18:49,462 --> 00:18:52,312
And that was a 20 year
kind of push to, to shift.

394
00:18:52,612 --> 00:18:56,302
Now they're saving money cuz they, they
can do one can and then just do a two

395
00:18:56,302 --> 00:18:58,612
color process on the same can, you know?

396
00:18:58,852 --> 00:19:03,052
Um, but before it was black and
they established that black was

397
00:19:03,322 --> 00:19:07,282
zero sugar and they created what we
call a distinctive memory structure.

398
00:19:07,282 --> 00:19:07,342
Yeah.

399
00:19:07,702 --> 00:19:10,732
So, So they've got all
these assets, right?

400
00:19:11,302 --> 00:19:18,082
And you may have Matt's Cola company
and we would say, yeah, cola is red.

401
00:19:18,112 --> 00:19:21,082
Like when you go to the store and
there's off-brands, they're red.

402
00:19:22,042 --> 00:19:26,272
And so just cuz you're red, that
may be an industry signifier

403
00:19:26,277 --> 00:19:28,522
that Oh yeah, it's cola.

404
00:19:28,732 --> 00:19:32,902
Yeah, but it's all the combination
of all the assets mm-hmm.

405
00:19:33,142 --> 00:19:34,642
That make it Matt's cola.

406
00:19:34,642 --> 00:19:36,412
It's your tagline, it's your brand Mark.

407
00:19:36,922 --> 00:19:44,092
And so, so to be highly famous in
your category, people need, need to

408
00:19:44,092 --> 00:19:48,052
be able to look at assets and know
that's Matt, that's Matt's cola.

409
00:19:48,292 --> 00:19:51,862
Or that's, you know,
you know Matt's brand.

410
00:19:52,522 --> 00:19:56,392
And so the goal is for people
to think of you first, and.

411
00:19:57,007 --> 00:20:01,207
We have to back up and say,
well, why does, why is this work?

412
00:20:01,987 --> 00:20:04,897
And so, uh, in our brain,
there's actually two systems.

413
00:20:04,897 --> 00:20:06,397
It's not left brain, right brain.

414
00:20:06,487 --> 00:20:10,207
There's a book called, uh, thinking
Fast and Slow by Daniel Kahneman.

415
00:20:10,477 --> 00:20:14,047
And he basically says, uh, the
majority of our lives are lived with

416
00:20:14,047 --> 00:20:16,537
system one, which is kind of fast.

417
00:20:17,122 --> 00:20:19,882
Autonomous works on its own autopilot.

418
00:20:19,882 --> 00:20:23,182
It's why you can talk and drive on
the, you know, and listen to the

419
00:20:23,182 --> 00:20:25,342
radio while you're driving down.

420
00:20:25,522 --> 00:20:26,782
You know, the, the highway.

421
00:20:27,232 --> 00:20:36,802
System two is like 15 times 37, or should
I invest $29,000 in this 2.9 APR thing?

422
00:20:36,952 --> 00:20:37,762
Like, you're like, what?

423
00:20:38,062 --> 00:20:39,682
No, I need a minute to think about that.

424
00:20:40,012 --> 00:20:46,732
So, System one is always using our mem
our our senses and creating memories.

425
00:20:47,182 --> 00:20:53,182
So the, the question is not to
ask, how do I know if I'm, you

426
00:20:53,182 --> 00:20:55,402
know, they're choosing me first.

427
00:20:55,882 --> 00:21:01,192
Well, the first question is, do you have
highly famous and distinct assets first?

428
00:21:01,192 --> 00:21:01,282
Mm-hmm.

429
00:21:02,722 --> 00:21:06,832
Because that's, then we can
figure out why, when and where.

430
00:21:06,837 --> 00:21:08,692
So if we know that you have.

431
00:21:09,322 --> 00:21:13,132
You know, and on average the brand,
the typical brand should have 30

432
00:21:13,132 --> 00:21:15,052
to 50 distinctive brand assets.

433
00:21:15,052 --> 00:21:16,912
The average folks that
I talk to have five.

434
00:21:17,722 --> 00:21:21,862
So it doesn't matter if Michelangelo
painted your brand Mark, or you know

435
00:21:21,867 --> 00:21:25,312
someone, someone very, very famous,
created your brand mark for you.

436
00:21:25,522 --> 00:21:27,652
That's only one thing you know.

437
00:21:27,652 --> 00:21:29,122
That's only one memory.

438
00:21:29,452 --> 00:21:33,232
The brand with the most
memories, you know.

439
00:21:33,622 --> 00:21:36,892
Um, if, if I said to you, you
know, man, I'm really hungry, and

440
00:21:36,892 --> 00:21:39,952
you go, dude, you're not you when
you're hungry and then you're like,

441
00:21:39,952 --> 00:21:41,212
ah, you should eat a Snickers.

442
00:21:41,212 --> 00:21:44,212
And then you're thinking commercials
with Betty White and celebrities and

443
00:21:44,482 --> 00:21:46,282
the package and the colors and the type.

444
00:21:46,552 --> 00:21:50,062
So you're like, yeah, I should
probably get a Snickers.

445
00:21:50,812 --> 00:21:55,222
They've got a story, they've got the
packaging, they've got this idea.

446
00:21:56,947 --> 00:22:00,397
That you connect hunger with Snickers.

447
00:22:00,397 --> 00:22:01,147
I think it's brilliant.

448
00:22:01,717 --> 00:22:02,767
It's a candy bar.

449
00:22:02,767 --> 00:22:05,947
Y'all like, every time you're hunger,
you should not eat a candy bar.

450
00:22:06,007 --> 00:22:07,657
Like, no, this is like, I'm definitely

451
00:22:07,662 --> 00:22:08,917
not a Snickers, but I mean, you know,

452
00:22:10,747 --> 00:22:12,017
maybe a Walker's shortbread.

453
00:22:12,037 --> 00:22:12,397
I don't know.

454
00:22:12,847 --> 00:22:14,527
Um, I'm just listeners.

455
00:22:14,527 --> 00:22:16,267
I'm just pulling out
all this British stuff.

456
00:22:16,357 --> 00:22:20,797
Um, so, but the, I think that's Scottish.

457
00:22:20,797 --> 00:22:26,617
Forgive me, but, um, The first question
we have to ask is, do we have assets?

458
00:22:26,737 --> 00:22:26,827
Mm-hmm.

459
00:22:27,067 --> 00:22:28,537
How many do we have?

460
00:22:29,197 --> 00:22:31,927
And are they highly distinct and famous?

461
00:22:32,047 --> 00:22:34,927
And if you're looking at your
brand and you say like, well,

462
00:22:34,932 --> 00:22:36,187
I don't know how many I have.

463
00:22:36,427 --> 00:22:37,357
Do you have a color?

464
00:22:37,717 --> 00:22:39,187
Do you have a color palette?

465
00:22:39,192 --> 00:22:39,517
Mm-hmm.

466
00:22:39,597 --> 00:22:41,917
Do you have a shape in your brand mark?

467
00:22:41,917 --> 00:22:43,237
Do you have your brand mark?

468
00:22:43,597 --> 00:22:44,587
Do you have a tagline?

469
00:22:44,587 --> 00:22:47,047
Do you have a process or
a name for your product?

470
00:22:47,107 --> 00:22:51,487
And when we start to gather all these
things up that your senses can identify.

471
00:22:51,997 --> 00:22:56,197
If you have three to five, it's
time to invest in some more.

472
00:22:56,467 --> 00:23:01,567
If you have five to 10, okay, maybe we
should go test them and add some more.

473
00:23:01,807 --> 00:23:04,927
If you've got, you know, 15 to 30, then.

474
00:23:05,482 --> 00:23:08,542
We need to test those too,
but you're on the right path.

475
00:23:08,572 --> 00:23:08,662
Mm-hmm.

476
00:23:08,932 --> 00:23:12,622
Uh, because at the end of the day,
people need those distinctive brand

477
00:23:12,622 --> 00:23:17,842
assets, those brand assets that are
unique to just you to drive those

478
00:23:17,842 --> 00:23:22,042
memories because we actually keep
those memories in little boxes.

479
00:23:22,552 --> 00:23:25,162
And that's actually the
science of semiotics, so Right.

480
00:23:25,222 --> 00:23:28,522
Um, it's like a March
madness bracket in our head.

481
00:23:28,852 --> 00:23:32,422
So when you think of cookies,
you think of cookies.

482
00:23:32,632 --> 00:23:35,992
When you think of, you know, things
in the fridge that are white, that

483
00:23:35,992 --> 00:23:40,392
are in the door that are a condiment,
that is a vegetable, you know, your

484
00:23:40,392 --> 00:23:44,982
brain has to go through, oh, milk,
eggs, uh, mayo, oh, uh, horseradish.

485
00:23:45,342 --> 00:23:45,552
Yeah.

486
00:23:45,552 --> 00:23:47,652
It takes a minute for
your brain to get there.

487
00:23:47,657 --> 00:23:52,332
So since we have all these boxes,
that's how we make memories.

488
00:23:52,362 --> 00:23:56,622
So there, there's not really a long,
uh, a short answer to your question.

489
00:23:56,622 --> 00:24:00,792
The first one is, you know, how do we
gauge if people are coming to us first?

490
00:24:01,087 --> 00:24:06,037
The real question we need to be asking
is, are we investing in our brand?

491
00:24:06,277 --> 00:24:08,197
Are we willing to invest in our brand?

492
00:24:08,197 --> 00:24:10,357
And what assets do we have to start with?

493
00:24:10,717 --> 00:24:15,667
Because then we can, then, once we
identify those, then we can look and see

494
00:24:15,967 --> 00:24:21,187
if, um, if we need to test those assets
to make them more distinct, if we need

495
00:24:21,187 --> 00:24:24,127
to use or lose some of those assets.

496
00:24:24,367 --> 00:24:26,737
So you may have a really
great asset you're not using.

497
00:24:27,397 --> 00:24:31,537
Um, you may be sitting on a really
great illustration or, or a story

498
00:24:31,537 --> 00:24:37,357
or, um, a jingle, uh, that people
don't know about yet, and it's

499
00:24:37,362 --> 00:24:38,767
could be really, really distinct.

500
00:24:38,772 --> 00:24:41,767
So a lot of your intellectual
property isn't just about your brand

501
00:24:41,767 --> 00:24:43,837
mark, isn't just about your name.

502
00:24:43,842 --> 00:24:46,867
It's actually about all the
sensory things that you connect

503
00:24:47,317 --> 00:24:48,997
because we think in ideas.

504
00:24:49,537 --> 00:24:52,927
Um, which is really about, uh, if
you're familiar with Simon Sinek,

505
00:24:52,927 --> 00:24:54,607
I really love his golden circle.

506
00:24:54,937 --> 00:24:59,962
Um, when we tap into the big
why, We tap into motivations.

507
00:25:00,082 --> 00:25:06,952
And so that's a huge, that's a huge must
that your brand must connect to a big idea

508
00:25:06,952 --> 00:25:09,562
or motivation, not just selling a product.

509
00:25:09,562 --> 00:25:13,492
And so, and, and I know we all go on
Amazon and you see some of these brands,

510
00:25:13,492 --> 00:25:18,322
it's like they're, they're like a Chinese
or an off-brand or, and it's like J D R K

511
00:25:18,322 --> 00:25:21,052
R M, and you're like, what is that brand?

512
00:25:21,052 --> 00:25:21,652
I don't know.

513
00:25:21,907 --> 00:25:23,707
But it's only $20.

514
00:25:24,487 --> 00:25:28,267
And so they're the number one
in their thing because of price.

515
00:25:28,387 --> 00:25:28,477
Yeah.

516
00:25:28,477 --> 00:25:29,887
And then you get it, it's not very good.

517
00:25:29,887 --> 00:25:30,727
It doesn't work.

518
00:25:31,057 --> 00:25:33,877
And then at the end of the day day
you're, you've realized, wow, I just

519
00:25:33,877 --> 00:25:35,767
bought something based on value alone.

520
00:25:36,067 --> 00:25:38,407
It really wasn't solving
the problem I needed.

521
00:25:38,767 --> 00:25:41,887
And it definitely didn't leave me with a
great experience because it didn't show

522
00:25:41,887 --> 00:25:45,277
me that they understood my motivation
or why I was looking for that product.

523
00:25:45,457 --> 00:25:45,727
Yeah.

524
00:25:46,507 --> 00:25:47,767
That's really fascinating.

525
00:25:47,947 --> 00:25:53,647
Uh, Stæven, I, and again, Lots to sort
of dig into there and I'm, I'm just

526
00:25:53,647 --> 00:25:57,457
trying to think if I was, If I, as I'm
listening to you talk and I'm thinking

527
00:25:57,457 --> 00:25:59,017
I'm, I'm running my e-commerce business.

528
00:25:59,017 --> 00:26:00,247
How many assets have I got?

529
00:26:00,247 --> 00:26:01,537
How many brand assets have I got?

530
00:26:01,537 --> 00:26:04,957
I'm just sort of taking a mental
sort of checklist and I've got this,

531
00:26:04,957 --> 00:26:07,747
this sort of many, um, well, I'll,

532
00:26:07,747 --> 00:26:09,877
um, I know you told me
to wait till the end.

533
00:26:09,877 --> 00:26:13,117
I've got a resource that, that, that
I can share with the list listeners.

534
00:26:13,447 --> 00:26:18,727
Um, but it's, uh, Bitly, b i t l
y slash brand science checklist.

535
00:26:19,177 --> 00:26:20,677
Um, and that's just something that's.

536
00:26:20,692 --> 00:26:24,472
Not the, the main thing I was gonna talk
about today, but I've got a checklist that

537
00:26:24,472 --> 00:26:26,662
people can go through as a starting point.

538
00:26:26,662 --> 00:26:26,692
Okay?

539
00:26:27,022 --> 00:26:28,072
It helps you.

540
00:26:28,432 --> 00:26:30,952
Um, so happy to share you
and give you that link.

541
00:26:30,952 --> 00:26:33,592
You can put it on the,
the, the, the podcast link.

542
00:26:33,592 --> 00:26:37,492
But, uh, I've got a checklist to help
prime you, uh, through that process.

543
00:26:37,552 --> 00:26:42,472
Uh, but so, so don't worry about,
uh, trying to in go through that

544
00:26:42,472 --> 00:26:45,322
process alone, um, if that's something
that's important to you, but.

545
00:26:45,622 --> 00:26:46,282
No, that's great.

546
00:26:46,282 --> 00:26:48,892
So, uh, brand science checklist,
Bitly forward slash brand

547
00:26:49,082 --> 00:26:50,242
science checklist is great.

548
00:26:50,812 --> 00:26:51,922
Um, so you've got a checklist.

549
00:26:51,922 --> 00:26:53,662
So I'm gonna start to figure
out how many assets I've got.

550
00:26:53,662 --> 00:26:58,972
The thing, the word that I'm lock locking
on, um, here, Stæven is the word famous.

551
00:26:59,302 --> 00:27:03,232
Um, how do I know if.

552
00:27:03,907 --> 00:27:06,997
My brand assets are famous.

553
00:27:06,997 --> 00:27:09,907
How do I even start to think about that?

554
00:27:09,907 --> 00:27:14,647
Because my initial response will be,
well, as the brand owner I, I, I think

555
00:27:14,652 --> 00:27:17,497
everything I do is famous because,
you know, it's just, it's just me.

556
00:27:17,497 --> 00:27:18,337
It's just the way I work.

557
00:27:19,297 --> 00:27:19,477
Sure.

558
00:27:19,482 --> 00:27:23,227
But the, the, but, but how do I know
really, uh, if things are famous?

559
00:27:23,977 --> 00:27:24,307
Sure.

560
00:27:24,517 --> 00:27:26,827
So, uh, a great test.

561
00:27:27,277 --> 00:27:29,917
Um, and there's a lot of tests out
there that you can, you can do group

562
00:27:29,917 --> 00:27:36,937
studies, you can do, you know, one of
the prime examples is, is simply if you

563
00:27:36,937 --> 00:27:42,067
took your product and you offered your
product and you removed the product

564
00:27:42,067 --> 00:27:45,097
itself and simply try to sell it with
just the distinctive brand asset.

565
00:27:46,207 --> 00:27:52,192
Um, so if you have, you know, if
you're selling something online, And

566
00:27:52,252 --> 00:27:54,982
you have a set of colors that you use.

567
00:27:55,942 --> 00:27:58,822
You know, do those colors outperform?

568
00:27:58,882 --> 00:28:02,542
Are there colors that outperform
because they're, they're kind of, you

569
00:28:02,542 --> 00:28:04,402
have a color palette that you use.

570
00:28:04,732 --> 00:28:04,822
Mm-hmm.

571
00:28:05,062 --> 00:28:12,802
Um, can, would people buy, do people
buy your product based on the assets?

572
00:28:12,802 --> 00:28:15,652
Because the assets create those memories.

573
00:28:15,682 --> 00:28:20,242
So, so the, the first question is, you
know, how do I know if they're famous?

574
00:28:21,262 --> 00:28:26,902
A better question is, where am I
implementing all my distinctive brand

575
00:28:26,902 --> 00:28:29,032
assets across the buyer's journey?

576
00:28:30,052 --> 00:28:35,812
Because the first step is to build
awareness and trust and, and have that

577
00:28:35,817 --> 00:28:41,872
strong brand identity so that when
they do or they are ready to buy, when

578
00:28:41,872 --> 00:28:44,332
they are ready to buy, they buy you.

579
00:28:44,662 --> 00:28:44,992
Mm.

580
00:28:45,652 --> 00:28:50,242
So, um, worked with Mars Petcare a
while back and we did this journey

581
00:28:50,242 --> 00:28:55,612
document to help their marketing,
sales, uh, packaging and design team.

582
00:28:55,792 --> 00:28:59,662
And we talked about the buyer's
journey and where to put, you know, the

583
00:28:59,662 --> 00:29:03,472
distinctive brand assets on the pack
and the best practices as a document

584
00:29:03,477 --> 00:29:05,212
to help retain knowledge over time.

585
00:29:05,242 --> 00:29:05,662
Mm-hmm.

586
00:29:05,747 --> 00:29:08,752
And it's interesting is we've
got like the buyer's journey.

587
00:29:09,592 --> 00:29:12,442
Which is, you know, from the second
they pick it up on the shelf and

588
00:29:12,442 --> 00:29:15,082
they, and this is a little different
from e-commerce in this sense,

589
00:29:15,082 --> 00:29:16,642
but here's the interesting thing.

590
00:29:16,762 --> 00:29:19,402
There was an awareness chunk and
they're like, yeah, we're not

591
00:29:19,407 --> 00:29:20,692
gonna cover that in this document.

592
00:29:20,692 --> 00:29:21,892
That's a whole nother document.

593
00:29:23,392 --> 00:29:27,862
And so they identified that,
yes, there's the buyer's journey.

594
00:29:27,892 --> 00:29:29,992
Mm, but then there's
the awareness component.

595
00:29:30,352 --> 00:29:30,562
Yeah.

596
00:29:30,592 --> 00:29:34,312
That your messaging should be
out there priming the pump.

597
00:29:34,312 --> 00:29:36,262
And so the.

598
00:29:37,177 --> 00:29:42,067
Priming of the pump, using your
brand assets to create those

599
00:29:42,067 --> 00:29:46,957
associations, and for them to think
of you first when they go to buy you.

600
00:29:46,987 --> 00:29:48,487
That should be the indicator.

601
00:29:48,757 --> 00:29:53,467
But if you don't have that awareness
ecosystem built in, if you don't

602
00:29:53,472 --> 00:29:59,017
have ads that are driving, you know,
if you don't have ads that are just

603
00:29:59,017 --> 00:30:03,247
introducing yourself to people, um,
there's actually four types of ads.

604
00:30:03,252 --> 00:30:03,937
There's only four.

605
00:30:04,417 --> 00:30:05,617
Uh, introduce the brand.

606
00:30:06,367 --> 00:30:12,187
Um, call to action, feature and benefit,
and then endorsement or social proof.

607
00:30:12,457 --> 00:30:12,577
Mm-hmm.

608
00:30:13,417 --> 00:30:20,377
So say I have a new, a new car
and I advertise at the Superbowl

609
00:30:20,377 --> 00:30:25,747
like Audi did a few years ago,
and then, okay, that's great.

610
00:30:26,237 --> 00:30:26,457
So.

611
00:30:27,352 --> 00:30:30,652
Well, nobody bought that car cuz they
never followed it up with a sign and

612
00:30:30,652 --> 00:30:33,352
drive event or, you know, 0% apr.

613
00:30:33,352 --> 00:30:33,442
Right.

614
00:30:33,742 --> 00:30:35,092
There was no call to action.

615
00:30:35,272 --> 00:30:37,282
Do people need that call to action?

616
00:30:38,002 --> 00:30:39,742
Not really, but yes they do.

617
00:30:39,772 --> 00:30:42,082
They need a prompt to say, go buy it.

618
00:30:42,562 --> 00:30:42,892
Yeah.

619
00:30:43,222 --> 00:30:46,882
They're not going to, so, so the
awareness was, introduce 'em to the

620
00:30:46,882 --> 00:30:50,752
brand, then give them a reason to buy
the brand and then like, oh, well,

621
00:30:50,752 --> 00:30:52,702
JD Power and Associates, five stars.

622
00:30:52,972 --> 00:30:55,492
Oh, and five outta five
people love this car.

623
00:30:55,492 --> 00:30:55,552
Oh.

624
00:30:56,032 --> 00:30:57,562
The same thing with your products.

625
00:30:57,592 --> 00:31:01,912
You know, if, if I'm scrolling down on
Facebook or social media, that tends

626
00:31:01,912 --> 00:31:05,182
to be where I see the majority of
e-commerce products advertised to me.

627
00:31:05,512 --> 00:31:05,632
Yeah.

628
00:31:05,632 --> 00:31:07,852
Based on my likes, my wants, my needs.

629
00:31:08,602 --> 00:31:12,772
Then when I'm ready and however,
the magical ecosystem of them

630
00:31:12,772 --> 00:31:15,442
stalking me with my voice works.

631
00:31:15,447 --> 00:31:16,132
I don't know.

632
00:31:16,672 --> 00:31:18,952
Uh, I have an awareness of that brand.

633
00:31:18,952 --> 00:31:23,767
So when I see that, you know,
I see that brand online.

634
00:31:23,767 --> 00:31:27,067
I see that e-commerce brand
online, or I search for it even.

635
00:31:27,457 --> 00:31:31,687
But typically if it's a sponsored ad
or it follows me around, it'll drive

636
00:31:31,687 --> 00:31:34,447
me to go click on it when I'm ready.

637
00:31:34,987 --> 00:31:39,727
Um, so the first question is, do you
have an awareness that you're creating?

638
00:31:40,597 --> 00:31:44,302
Because if you go to test
it, And how do you test it?

639
00:31:44,302 --> 00:31:45,922
You test it on distinctiveness?

640
00:31:45,922 --> 00:31:46,822
Memorability.

641
00:31:47,152 --> 00:31:51,412
Um, one of the ways you also, uh,
look at it is as far as market share.

642
00:31:52,282 --> 00:31:54,802
Um, mark, uh, the term
is market penetration.

643
00:31:54,807 --> 00:31:55,972
I don't really like that term.

644
00:31:55,972 --> 00:31:57,172
It's a little creepy.

645
00:31:57,502 --> 00:32:02,032
Uh, but the percentage of people in
the market that buy your product, mm.

646
00:32:02,422 --> 00:32:06,052
And so that's another way
is, uh, you compete against

647
00:32:06,082 --> 00:32:07,822
everybody in your category.

648
00:32:08,467 --> 00:32:11,887
So whether you're luxury or economy,
you compete in everybody in your

649
00:32:11,887 --> 00:32:17,197
economy, in, in your industry,
in your category, and you all are

650
00:32:17,197 --> 00:32:19,117
sharing all the same customers.

651
00:32:19,147 --> 00:32:26,497
So luxury, handbag, buyers, you know,
so Louis Vuitton also by coach, right?

652
00:32:27,247 --> 00:32:27,877
Uh, so.

653
00:32:28,177 --> 00:32:30,427
So there's, there's a lot of
things like people like to think

654
00:32:30,427 --> 00:32:31,957
that their customers are theirs.

655
00:32:31,957 --> 00:32:32,257
No.

656
00:32:32,437 --> 00:32:34,747
People who buy Coke also buy Pepsi too.

657
00:32:35,077 --> 00:32:35,377
Yeah.

658
00:32:35,467 --> 00:32:35,827
You know?

659
00:32:36,007 --> 00:32:40,807
Um, and then there's, you know, how,
how often people purchase and how

660
00:32:40,807 --> 00:32:42,367
many times a year people purchase.

661
00:32:42,367 --> 00:32:44,467
And then there's light,
medium, and heavy buyers.

662
00:32:44,917 --> 00:32:48,667
So there's this whole awareness ecosystem
that you need to create first and

663
00:32:48,667 --> 00:32:56,257
foremost, that you can't look at sales if
you don't have the data to drive, um, to.

664
00:32:56,662 --> 00:33:00,472
To, to drive some of those findings
of your market, of your market share.

665
00:33:00,892 --> 00:33:04,462
The easiest way is to
start, well, is it distinct?

666
00:33:04,972 --> 00:33:07,852
That's the easiest and
fastest thing to test with.

667
00:33:08,042 --> 00:33:08,282
Mm-hmm.

668
00:33:08,602 --> 00:33:13,612
And even brands that are just getting
started or wanna, you know, kind of up

669
00:33:13,617 --> 00:33:17,722
their game or revitalize their brand,
that's where you can start and you can,

670
00:33:18,142 --> 00:33:23,452
you know, create new brand assets and
test them based on how distinct they are.

671
00:33:24,352 --> 00:33:27,412
You know, and, and think of it this
way, if everybody in your category

672
00:33:27,412 --> 00:33:29,932
is red, okay, well why is that?

673
00:33:29,932 --> 00:33:31,162
Is there an inference?

674
00:33:31,192 --> 00:33:33,082
Yes, because cola is red.

675
00:33:33,382 --> 00:33:33,682
Okay?

676
00:33:33,682 --> 00:33:37,612
So if cola is red, what other
assets that can we create

677
00:33:37,612 --> 00:33:39,032
that are really unique to us?

678
00:33:40,072 --> 00:33:43,282
You know, so you've got your
brand mark color combination.

679
00:33:43,282 --> 00:33:48,022
So maybe it's a combination of red,
yellow, and black or red, green and white.

680
00:33:48,592 --> 00:33:54,922
You know, specific combinations, um,
adding those assets and we can test

681
00:33:54,922 --> 00:33:59,122
them and know that those are really
distinct, so that as you do launch your

682
00:33:59,127 --> 00:34:04,402
awareness ecosystem, as you do launch your
brand, they will become more memorable.

683
00:34:04,897 --> 00:34:07,837
Um, cuz that's really the,
the most important fart.

684
00:34:08,107 --> 00:34:09,037
Um, most important.

685
00:34:09,187 --> 00:34:10,777
The most important part.

686
00:34:10,827 --> 00:34:11,897
Most important fart,

687
00:34:12,427 --> 00:34:13,437
most important fart.

688
00:34:14,257 --> 00:34:15,907
I called my cat Sweet fart the other day.

689
00:34:16,177 --> 00:34:16,507
Sweetheart.

690
00:34:20,257 --> 00:34:23,947
So the, the, the, the most important
place to start then is being distinctive.

691
00:34:24,457 --> 00:34:25,147
Um, yes.

692
00:34:25,567 --> 00:34:26,107
Which I, I, when

693
00:34:26,107 --> 00:34:28,177
we say distinctive, we
just say distinctive.

694
00:34:28,177 --> 00:34:28,837
Don't say different.

695
00:34:29,737 --> 00:34:29,797
Yeah.

696
00:34:29,797 --> 00:34:31,357
Um, people think they
need to be different.

697
00:34:31,537 --> 00:34:34,942
If you're in the cookie aisle
and you wanna be a cookie, You've

698
00:34:35,032 --> 00:34:36,352
people are looking for cookies.

699
00:34:36,352 --> 00:34:38,962
They're not looking for
crackers, chips, cake, or pie.

700
00:34:39,292 --> 00:34:39,502
Yeah.

701
00:34:39,562 --> 00:34:43,012
And if, if you're too different and
you're like, well, I'm homemade,

702
00:34:43,012 --> 00:34:44,332
Stæven, well then you're in the bakery.

703
00:34:45,322 --> 00:34:49,372
So, so you really gotta keep to
your industry and follow the norms.

704
00:34:49,402 --> 00:34:52,882
And interestingly enough, most brands
are near knockoffs of each other.

705
00:34:53,062 --> 00:34:55,492
I mean, you look at toilet
paper, it's a great example.

706
00:34:55,672 --> 00:34:58,522
They're either really, really
wide, really, really tall.

707
00:34:58,762 --> 00:35:03,202
They're clear with some, you know,
soft, fuzzy baby or animal on the front.

708
00:35:03,352 --> 00:35:07,702
It's either red, yellow, uh, red, yellow
or blue based on its softness or hardness.

709
00:35:08,082 --> 00:35:11,682
And strength and there's some bad math in
the corner that I still don't understand,

710
00:35:11,682 --> 00:35:14,802
even though, um, I, I, I try to learn.

711
00:35:15,427 --> 00:35:18,162
So brands are near
knockoffs of each other.

712
00:35:18,402 --> 00:35:18,642
Yeah.

713
00:35:18,642 --> 00:35:22,902
Because we're sharing those shared
memory structures and then we

714
00:35:22,902 --> 00:35:25,782
have those distinctive memory
structures that are unique to us.

715
00:35:26,172 --> 00:35:30,102
So if you go back to your Coke example,
which I think is a good example, so

716
00:35:30,102 --> 00:35:35,082
if I want to set up a Matt's Coke
brand, I have to understand that,

717
00:35:35,502 --> 00:35:39,172
um, The color red is important.

718
00:35:39,262 --> 00:35:43,312
And so being distinctive
doesn't mean going luminous

719
00:35:43,312 --> 00:35:45,382
green, uh, in the Coke sector.

720
00:35:45,892 --> 00:35:49,492
Um, being distinctive is actually
being distinctive in other ways.

721
00:35:49,492 --> 00:35:53,002
So you've gotta recognize the important
things for your industry or business.

722
00:35:53,002 --> 00:35:53,512
Sure, yes.

723
00:35:53,542 --> 00:35:54,652
Um, and.

724
00:35:55,897 --> 00:35:57,967
Because they're connected to
memories like you talked about.

725
00:35:57,967 --> 00:35:59,437
They're connected to specific boxes.

726
00:35:59,437 --> 00:36:02,437
And I'm not trying to interrupt that
because I need that easy connection.

727
00:36:02,827 --> 00:36:03,007
Yep.

728
00:36:03,217 --> 00:36:06,007
So how do I, how do I, it's like someone
else has built, it's like someone else

729
00:36:06,007 --> 00:36:11,227
has built a connection for you on like the
information superhighway of your memories,

730
00:36:11,232 --> 00:36:12,447
and you're like, oh, no, no, no, no, no.

731
00:36:12,452 --> 00:36:13,327
We need to use that.

732
00:36:13,597 --> 00:36:15,067
We need to use red as cola.

733
00:36:15,697 --> 00:36:19,612
You know, why don't we use, you
know, People think yellow is happy.

734
00:36:19,702 --> 00:36:23,002
Like no yellow means stained
teeth in the dental industry, so

735
00:36:23,002 --> 00:36:27,532
don't use, so it's like there's,
there's differal different cultural

736
00:36:27,532 --> 00:36:30,412
contextualization of what things mean.

737
00:36:30,712 --> 00:36:30,802
Mm-hmm.

738
00:36:30,802 --> 00:36:33,432
So what works in our market
may not work in Asia.

739
00:36:34,027 --> 00:36:35,377
You know, may not work in Europe.

740
00:36:35,377 --> 00:36:35,437
Yeah.

741
00:36:35,437 --> 00:36:39,727
So it's really important to understand
what are those pre-existent stories,

742
00:36:39,727 --> 00:36:44,017
associations, memories, and share
those, but then build on top of those

743
00:36:44,017 --> 00:36:46,717
so you can get to those clusters.

744
00:36:46,837 --> 00:36:50,917
And that's why endorsements and
celebrities are so important for, for

745
00:36:50,917 --> 00:36:54,127
some brands, because they're like,
Ooh, somebody has a whole bunch of

746
00:36:54,127 --> 00:36:56,797
really great memories about kiss.

747
00:36:57,037 --> 00:37:01,447
Let's use them in a commercial
with, uh, this career builder

748
00:37:01,452 --> 00:37:03,247
brand that we've never heard of.

749
00:37:03,652 --> 00:37:04,012
Yeah.

750
00:37:04,402 --> 00:37:08,962
Or, oh, Betty White, Danny DeVito,
Roseanne, they're, they're well known.

751
00:37:08,962 --> 00:37:12,352
Let's put them in a Snickers commercial
about how you're not you when you're

752
00:37:12,357 --> 00:37:16,432
hungry, so then all of a sudden
you're hijacking other memories.

753
00:37:16,432 --> 00:37:16,492
Yeah.

754
00:37:16,672 --> 00:37:18,232
And creating more clusters.

755
00:37:18,232 --> 00:37:22,252
The scientific term is nodes, so
you're creating an clusters and

756
00:37:22,252 --> 00:37:27,232
associations of nodes, and so literally
the, the brand with the most nodes

757
00:37:27,232 --> 00:37:28,272
is the one you think of first.

758
00:37:29,167 --> 00:37:29,947
That's interesting.

759
00:37:30,247 --> 00:37:33,877
Okay, so the brand with the most nodes
is the one that you think of first and

760
00:37:33,877 --> 00:37:36,697
the, the nodes, uh, or the associations.

761
00:37:36,697 --> 00:37:36,877
Yep.

762
00:37:36,937 --> 00:37:37,567
Yeah, yeah, yeah.

763
00:37:37,572 --> 00:37:40,267
So we've got these, we you've
got this going on, then this

764
00:37:40,267 --> 00:37:41,677
distinctive versus different.

765
00:37:42,067 --> 00:37:45,127
Um, and if I can take it back one
step, Stæven, one of the things I'm

766
00:37:45,127 --> 00:37:50,857
please, I'm kind of curious about is
how do you know what is preexisting?

767
00:37:50,857 --> 00:37:53,497
How do you know what, what we,
how do I know that I should

768
00:37:53,497 --> 00:37:55,057
keep the color red versus.

769
00:37:55,702 --> 00:37:56,362
Change it.

770
00:37:56,452 --> 00:37:57,142
How, how, how?

771
00:37:57,172 --> 00:37:57,952
Do you see what I mean?

772
00:37:57,952 --> 00:38:00,652
Because I think, I think people can
get a little bit insecure about this.

773
00:38:01,462 --> 00:38:01,822
Sure.

774
00:38:01,852 --> 00:38:07,642
So, um, for each of the different
assets, there are criterion or

775
00:38:08,512 --> 00:38:10,762
factors that I grade them by.

776
00:38:11,332 --> 00:38:16,492
So, uh, for each, each asset
we go through and, and test.

777
00:38:16,852 --> 00:38:16,882
Mm.

778
00:38:16,912 --> 00:38:20,572
Some of those tests, uh, are easy and some
of them are a little bit more subjective.

779
00:38:20,812 --> 00:38:24,562
The first one is, does anyone
use this already right now?

780
00:38:25,042 --> 00:38:25,332
Okay.

781
00:38:25,522 --> 00:38:27,112
Does anyone else using this color?

782
00:38:28,282 --> 00:38:29,272
Yes or no?

783
00:38:29,632 --> 00:38:33,862
Does it prompt my category or
does it prompt my competition?

784
00:38:34,132 --> 00:38:39,682
Those are kind of the two distinguishers,
so most people would say, does green,

785
00:38:40,582 --> 00:38:45,262
you know, is that prompt your category
when you're talking about landscaping?

786
00:38:45,592 --> 00:38:48,622
Yeah, that's pretty, you know, you
don't, nobody owns green, but does

787
00:38:48,622 --> 00:38:53,962
green prompt the com competitor
when you're talking about coffee?

788
00:38:54,817 --> 00:38:58,627
So what's interesting is if you do the
research on the, the coffee category,

789
00:38:58,627 --> 00:39:02,917
like 90% of all coffee brands, it's
more than that, but I just make it

790
00:39:02,917 --> 00:39:05,107
low so people don't get mad at me.

791
00:39:05,407 --> 00:39:11,317
But 90 some percent of of coffee
brands are red in the world.

792
00:39:11,617 --> 00:39:13,117
Espresso, Italy.

793
00:39:13,977 --> 00:39:15,757
Um, many of the brands, they're red.

794
00:39:16,132 --> 00:39:19,792
And coffee, Brett is, is red
and it's usually a bright red,

795
00:39:19,942 --> 00:39:22,672
you know, we think of energy and
that's what it's communicated.

796
00:39:22,672 --> 00:39:25,132
So when you look at
Starbucks, Starbucks is green.

797
00:39:25,132 --> 00:39:26,512
It's complimentary color.

798
00:39:26,872 --> 00:39:34,852
Um, in that palette, it, it fits
it, you know, uh, if you understand

799
00:39:34,852 --> 00:39:36,382
color wheel and things like that.

800
00:39:36,412 --> 00:39:36,502
Mm-hmm.

801
00:39:36,502 --> 00:39:42,667
It fits in, in there, but so, It makes
sense with the other colors and it stands

802
00:39:42,667 --> 00:39:45,277
out, but it still fits alongside of them.

803
00:39:45,727 --> 00:39:50,047
So the first question is, does
anybody in my category use this?

804
00:39:50,827 --> 00:39:52,657
You know, does this color exist already?

805
00:39:52,657 --> 00:39:55,957
Does it prompt my category or
does it prompt my competitor?

806
00:39:56,527 --> 00:39:58,537
And then there's some other
things that you can go do.

807
00:39:58,777 --> 00:40:00,397
A simple research of.

808
00:40:01,402 --> 00:40:06,772
The top 100, um, your top
100 is a, is a combination of

809
00:40:07,132 --> 00:40:10,732
who are your local 25 to 40.

810
00:40:11,437 --> 00:40:15,997
Your regional 25 to 40, your
national 25 to 40, and then

811
00:40:15,997 --> 00:40:17,857
your international 25 to 40.

812
00:40:18,127 --> 00:40:20,497
And the reason we do 25 of
each and saying what are the

813
00:40:20,497 --> 00:40:22,717
top competitors in that space?

814
00:40:22,897 --> 00:40:23,137
Mm-hmm.

815
00:40:23,377 --> 00:40:26,977
Um, that helps us identify just
from a quick snapshot look.

816
00:40:27,067 --> 00:40:29,467
We're not getting in the nitty
gritty, but we're able to see

817
00:40:29,557 --> 00:40:31,327
what are the baseline trends.

818
00:40:31,942 --> 00:40:35,992
And so you're like, oh, here's
how most local brands start.

819
00:40:35,992 --> 00:40:39,802
But here's where brands on the
international scope end up.

820
00:40:40,672 --> 00:40:43,732
We need to avoid purple because
the number one international

821
00:40:43,732 --> 00:40:45,202
brand in the world is purple.

822
00:40:45,202 --> 00:40:47,842
And if we ever get big enough
to go nationally, we're gonna

823
00:40:47,842 --> 00:40:49,282
go head to head with somebody.

824
00:40:49,282 --> 00:40:51,052
We don't wanna use their color.

825
00:40:51,592 --> 00:40:53,812
So some things we can
just look and identify.

826
00:40:53,812 --> 00:40:58,372
Are there distinctive identifiers in
their brand mark, in their word, their

827
00:40:58,372 --> 00:41:00,352
shape, you know, their packaging.

828
00:41:00,497 --> 00:41:02,417
In all the assets that they use.

829
00:41:02,567 --> 00:41:03,767
That's a starting point.

830
00:41:03,767 --> 00:41:07,277
Then there's other things like the
trademark electronic search system.

831
00:41:07,967 --> 00:41:10,277
Um, I call it my girlfriend, Tess.

832
00:41:13,697 --> 00:41:15,167
Don't tell, don't tell my partner.

833
00:41:15,167 --> 00:41:17,087
I have a girlfriend, but, uh, no, no, no.

834
00:41:17,092 --> 00:41:17,417
I do.

835
00:41:17,417 --> 00:41:18,407
Uh, her name is Tess.

836
00:41:18,407 --> 00:41:19,457
Uh, we hang out all day long.

837
00:41:19,647 --> 00:41:22,917
But no, Tess is the trademark
electronic search system in America.

838
00:41:22,922 --> 00:41:23,147
Mm-hmm.

839
00:41:23,227 --> 00:41:26,037
And usually every country has
their own version of Tess.

840
00:41:26,157 --> 00:41:26,187
Mm.

841
00:41:26,367 --> 00:41:30,117
Um, and that's where it's by the US
Patent and Trademark Office in America.

842
00:41:30,387 --> 00:41:33,267
You know, over, over in the UK and
Australia and the other Big Five,

843
00:41:33,267 --> 00:41:34,977
they have their own offices as well.

844
00:41:34,982 --> 00:41:34,987
Mm-hmm.

845
00:41:35,367 --> 00:41:41,037
And literally you can go in and you
can search for word, color, some

846
00:41:41,037 --> 00:41:44,517
of these distinctive elements that
you wanna make sure that, wait.

847
00:41:44,847 --> 00:41:48,327
We've got a really, really great
name for your Cola company, Matt.

848
00:41:48,777 --> 00:41:49,407
Awesome.

849
00:41:49,687 --> 00:41:53,827
And then you go, like, you get the
packaging done, it's all done, and then

850
00:41:53,827 --> 00:41:57,937
you roll it out and two to five years
later down the road, you get a cease

851
00:41:57,937 --> 00:42:01,357
and desist letter from like a global
company that's like, Hey, uh, you're

852
00:42:01,357 --> 00:42:04,987
using our trademarked tagline and name.

853
00:42:04,987 --> 00:42:05,947
You need to stop that.

854
00:42:05,947 --> 00:42:08,707
And you're like, how did I, I didn't know.

855
00:42:08,857 --> 00:42:09,757
And they don't care.

856
00:42:09,967 --> 00:42:10,507
They don't care.

857
00:42:10,962 --> 00:42:15,822
So this is where doing your legal
research on the front end is so important.

858
00:42:15,822 --> 00:42:19,602
And someone like myself, um,
there's also trademark lawyers.

859
00:42:19,602 --> 00:42:20,412
They can help you.

860
00:42:20,417 --> 00:42:20,592
Mm-hmm.

861
00:42:20,952 --> 00:42:25,542
I kind of bridge the gap between
those two, uh, between the trademark

862
00:42:25,547 --> 00:42:28,312
lawyers and the clients because I
know what the end goal is in mind

863
00:42:28,312 --> 00:42:29,952
and what we need to be looking for.

864
00:42:30,372 --> 00:42:33,252
So, uh, just doing a basic search.

865
00:42:33,312 --> 00:42:35,862
How do you know, you said, you
know, how do I know what I can use?

866
00:42:35,867 --> 00:42:35,912
Mm-hmm.

867
00:42:36,187 --> 00:42:36,397
Yeah.

868
00:42:36,397 --> 00:42:37,417
Um, and what's distinct?

869
00:42:37,417 --> 00:42:39,097
So the first one is doing a basic search.

870
00:42:39,097 --> 00:42:43,687
Your top 100 - 25 locally, regionally,
nationally, internationally.

871
00:42:43,717 --> 00:42:43,807
Mm-hmm.

872
00:42:44,047 --> 00:42:45,397
That'll give you baseline trends.

873
00:42:45,637 --> 00:42:50,587
The second thing you can totally do
is hop online and learn, you know, uh,

874
00:42:50,797 --> 00:42:53,227
look, uh, use, um, I'm trying to think.

875
00:42:53,227 --> 00:42:55,537
I think it's Boolean searches is the term.

876
00:42:55,537 --> 00:42:55,597
Yeah.

877
00:42:55,597 --> 00:42:58,837
But basically, but whatever you're
looking for in quotation marks mm-hmm.

878
00:42:59,077 --> 00:43:03,397
The exact phrase or, or items
you're looking for, um, that

879
00:43:03,397 --> 00:43:04,957
you're looking to, to use.

880
00:43:05,407 --> 00:43:05,527
Mm-hmm.

881
00:43:05,767 --> 00:43:07,267
You know, and then you
can also use Google.

882
00:43:07,507 --> 00:43:10,927
Um, one of the things that's
interesting though, is trademark

883
00:43:10,927 --> 00:43:12,637
doesn't depend on the internet.

884
00:43:13,237 --> 00:43:19,207
So if I was using my phrase 40
years ago, and I don't have a

885
00:43:19,207 --> 00:43:23,197
website on the internet, I still
am the first use in commerce.

886
00:43:23,227 --> 00:43:23,287
Yeah.

887
00:43:23,377 --> 00:43:25,357
So that's why it's really
important to hire somebody.

888
00:43:25,357 --> 00:43:28,927
But those first two things, doing
a baseline search, seeing what the,

889
00:43:28,927 --> 00:43:33,337
the trends are in your category will
help you identify, ooh, what's the

890
00:43:33,337 --> 00:43:36,547
direction that as companies grow, Wow.

891
00:43:36,547 --> 00:43:41,137
Where do they simplify or how do they
really pare down their messaging that's

892
00:43:41,137 --> 00:43:45,307
gonna give you a, a great approach
to investigate, like, oh, is this a

893
00:43:45,307 --> 00:43:47,287
direction we should or shouldn't go?

894
00:43:47,737 --> 00:43:52,567
Um, and, and, and, you know, back
to our fictitious, you know, if I

895
00:43:52,567 --> 00:43:56,167
had a dollar for every fictitious
company I came up on, uh, podcast

896
00:43:56,167 --> 00:43:57,717
with, I think I'd have $20 now.

897
00:43:57,997 --> 00:44:02,737
Um, but, but you know, with our
fictitious capitalized spending company,

898
00:44:03,352 --> 00:44:08,572
Uh, I think the last podcast it was a,
a pancake or, um, a cupcake company.

899
00:44:08,572 --> 00:44:09,112
I think it was a cup.

900
00:44:09,112 --> 00:44:09,472
Okay.

901
00:44:10,252 --> 00:44:14,722
But, um, but, you know, doing,
doing your baseline research and

902
00:44:14,727 --> 00:44:19,552
just seeing who is using, what are
they using in the questions are,

903
00:44:19,552 --> 00:44:23,452
does this prompt my category or
does this prompt my competitor?

904
00:44:23,842 --> 00:44:24,202
Yeah.

905
00:44:24,292 --> 00:44:28,522
And if you, if you go out and you see and
you're looking at your research, those are

906
00:44:28,522 --> 00:44:31,492
the first most two, and that's per asset.

907
00:44:31,492 --> 00:44:35,992
So like your brand Mark like is
if, are you using a typeface?

908
00:44:36,262 --> 00:44:37,882
Is anyone use this typeface?

909
00:44:37,882 --> 00:44:40,012
Does this typeface prompt my category?

910
00:44:40,222 --> 00:44:42,202
Does this typeface prompt a competitor?

911
00:44:42,802 --> 00:44:45,712
If you can get through
those two questions.

912
00:44:46,777 --> 00:44:47,917
No, let's keep going.

913
00:44:47,917 --> 00:44:49,867
Yeah, that's worth maybe looking into.

914
00:44:50,287 --> 00:44:55,747
Um, so that, that's kind of a, the,
the easiest starting point answer.

915
00:44:56,047 --> 00:44:59,497
Um, and then once you make it
through that, there's still some

916
00:44:59,497 --> 00:45:02,887
other rigorous testing and making
sure, you know, in, in research.

917
00:45:02,887 --> 00:45:04,417
But the goal is to, to see.

918
00:45:05,342 --> 00:45:09,092
Is this something that I can own,
that people can associate with me?

919
00:45:09,332 --> 00:45:09,692
Yeah.

920
00:45:10,022 --> 00:45:14,492
Um, so distinctiveness really
is the number one factor, you

921
00:45:14,492 --> 00:45:19,652
know, and I, and I say, you know,
fame, we can always increase.

922
00:45:19,852 --> 00:45:23,742
Distinctiveness, you gotta do it
right the first time and it's hard.

923
00:45:23,762 --> 00:45:23,772
Yeah.

924
00:45:24,182 --> 00:45:25,562
That's such top advice.

925
00:45:26,042 --> 00:45:28,232
And I like the, I like the use
of the word distinctiveness.

926
00:45:28,232 --> 00:45:30,967
I think it's, it's, it's what's
a distinctive phrase isn't.

927
00:45:30,967 --> 00:45:33,577
It is a distinctive word and
it, and it in its own right.

928
00:45:33,577 --> 00:45:36,127
So, um, I, I, I like that.

929
00:45:36,127 --> 00:45:36,967
How distinctive are we?

930
00:45:36,967 --> 00:45:39,427
Listen Stæven, I'm, I'm aware of time.

931
00:45:40,342 --> 00:45:43,882
Um, and I'm aware that I still
have a whole bunch of questions to

932
00:45:43,882 --> 00:45:48,292
ask about branding, and I imagine
actually the listeners have as well.

933
00:45:48,292 --> 00:45:51,112
So if they wanna reach out to you,
if they want to connect with you and,

934
00:45:51,112 --> 00:45:52,852
and dig into this a little bit more.

935
00:45:53,242 --> 00:45:59,872
Um, you've mentioned, uh, Bitly b i
t l y slash brand science checklist,

936
00:45:59,872 --> 00:46:02,602
but what other ways can people
reach out and connect with you?

937
00:46:03,097 --> 00:46:03,877
Sure, sure.

938
00:46:03,877 --> 00:46:09,897
So, uh, the, the easiest way is at my
website, which is quantumbranding.agency.

939
00:46:10,357 --> 00:46:13,957
Uh, and there's a spot on there if
you wanna go to the contact form and

940
00:46:13,957 --> 00:46:15,637
be like, Hey Stæven, we gotta talk.

941
00:46:15,637 --> 00:46:16,627
I've got a question for you.

942
00:46:17,107 --> 00:46:20,467
Um, one of the other things we've got
got going on, if you want to learn

943
00:46:20,797 --> 00:46:25,267
about how to implement brand science
in your organization, uh, learn

944
00:46:25,267 --> 00:46:27,217
the basic tenets of brand science.

945
00:46:27,517 --> 00:46:31,822
Uh, create and assess
a plan for your brand.

946
00:46:32,182 --> 00:46:36,502
And then, uh, learn how to integrate
and execute that plan so that you

947
00:46:36,502 --> 00:46:39,592
make sure that you and your team
and everybody is on the same page.

948
00:46:39,592 --> 00:46:41,392
We have a program called BrandPreneur.

949
00:46:41,512 --> 00:46:43,252
Um, so, oh, that's,
there's a button, right?

950
00:46:43,822 --> 00:46:45,682
Uh, there's a button
right on the top right?

951
00:46:45,742 --> 00:46:47,182
Uh, just says brand preneur.

952
00:46:47,212 --> 00:46:48,022
You can check it out.

953
00:46:48,262 --> 00:46:50,962
It's a, in, it's a 10 week program.

954
00:46:51,142 --> 00:46:53,812
Includes a workshop, a four
day in-person workshop.

955
00:46:54,172 --> 00:46:59,032
But, uh, the goal of that is for you to
learn the tenets of brand science, create

956
00:46:59,182 --> 00:47:02,902
um, a metric based assessment
of your plan, of your brand,

957
00:47:02,902 --> 00:47:04,252
and then walk away with a plan.

958
00:47:04,252 --> 00:47:07,762
So, um, those are kind of the
two, the two main ways that

959
00:47:07,762 --> 00:47:09,052
you can kind of prime the pump.

960
00:47:09,442 --> 00:47:13,432
Um, but either way, uh, if you're
interested in talking, um, check out

961
00:47:13,432 --> 00:47:18,352
quantumbranding.agency and, uh, we
can schedule a call and talk, talk

962
00:47:18,352 --> 00:47:19,642
to you about what's on your mind.

963
00:47:19,912 --> 00:47:20,482
So fantastic.

964
00:47:20,482 --> 00:47:22,732
Just got a little Calendly
link at the bottom.

965
00:47:23,182 --> 00:47:23,692
Um,

966
00:47:24,897 --> 00:47:25,707
Gotta love Calendly.

967
00:47:26,337 --> 00:47:27,387
Gotta love Calendly.

968
00:47:27,807 --> 00:47:30,777
If, if I have too many people, we'll,
we'll, we'll put a form there to

969
00:47:30,777 --> 00:47:34,527
slow 'em down, but as of right now,
we've got the Calendly that says, no.

970
00:47:34,527 --> 00:47:36,687
I, I have nothing on my schedule.

971
00:47:36,707 --> 00:47:37,527
Please, please

972
00:47:37,527 --> 00:47:38,457
come and fill it up.

973
00:47:38,577 --> 00:47:39,057
Yes.

974
00:47:39,127 --> 00:47:40,717
Please fill my schedule.

975
00:47:40,717 --> 00:47:41,737
Make me feel wanted.

976
00:47:41,737 --> 00:47:41,917
No.

977
00:47:41,917 --> 00:47:44,107
Yeah, I'm kidding.

978
00:47:45,207 --> 00:47:45,707
You know what?

979
00:47:45,757 --> 00:47:47,287
I moved from Calendly to Zow.

980
00:47:47,287 --> 00:47:50,707
Cause I got, I got tired of paying
for Calendly for, for that reason.

981
00:47:50,707 --> 00:47:51,247
You're like, no, no.

982
00:47:51,247 --> 00:47:52,187
I, I need to,

983
00:47:52,287 --> 00:47:57,307
I, I, I, he's, I think it's, um,
it's, uh, z Did you say Zcal?

984
00:47:57,492 --> 00:47:57,942
Yeah.

985
00:47:58,302 --> 00:47:59,622
Yeah, that's what I'm switching to too.

986
00:48:02,022 --> 00:48:04,542
Don't tell anybody cuz I'm just,
I just, I don't want to pay.

987
00:48:05,172 --> 00:48:08,322
Uh, listen, we would of course
link to, uh, Stæven's info, uh,

988
00:48:08,322 --> 00:48:10,602
in the show notes, which you can
get along for free, along with the

989
00:48:10,602 --> 00:48:13,632
transcripts, ecommercepodcast.net,
or direct to your inbox.

990
00:48:13,662 --> 00:48:16,632
If you've signed up to your
newsletter, listen Stæven.

991
00:48:17,367 --> 00:48:18,957
Thoroughly engaging conversation.

992
00:48:18,957 --> 00:48:22,077
Love your passion about cats,
love your passion about branding,

993
00:48:22,077 --> 00:48:23,637
man, and the branding science.

994
00:48:23,637 --> 00:48:27,057
And you've, I've got a lot of things to
think about and I'm definitely checking

995
00:48:27,057 --> 00:48:29,127
out, uh, your brand science checklist.

996
00:48:29,127 --> 00:48:30,507
So thanks for coming on the show.

997
00:48:30,537 --> 00:48:31,263
Really, really appreciate it.

998
00:48:31,263 --> 00:48:31,700
Thanks for having me.

999
00:48:31,730 --> 00:48:36,952
Thanks listeners, for listening
and, uh, uh, Stay nerdy, my friends.

1000
00:48:40,672 --> 00:48:41,152
Love that.

1001
00:48:41,152 --> 00:48:43,432
The new tagline for the
e-commerce podcast, stay nerdy.

1002
00:48:43,942 --> 00:48:45,052
What a great conversation.

1003
00:48:45,052 --> 00:48:48,142
Huge thanks again to Stæven
for joining me today.

1004
00:48:48,472 --> 00:48:51,862
Also, a big shout out to today's
show sponsor the e-commerce cohort.

1005
00:48:51,862 --> 00:48:57,422
Remember to check out their free online
training at ecommercecycles.com . Also

1006
00:48:57,422 --> 00:49:00,272
be sure to follow the e-commerce
podcast wherever you get your podcast

1007
00:49:00,272 --> 00:49:04,082
from because we've got yet more
great conversations lined up and I

1008
00:49:04,082 --> 00:49:06,152
don't want you to miss any of them.

1009
00:49:06,392 --> 00:49:08,132
No, I don't.

1010
00:49:08,132 --> 00:49:11,822
So make sure you subscribe
to what's going on.

1011
00:49:12,062 --> 00:49:12,992
Uh, it'd be great.

1012
00:49:13,802 --> 00:49:17,942
And in case no one has told
you yet today, you are awesome.

1013
00:49:18,182 --> 00:49:20,012
Yes, you are created awesome.

1014
00:49:20,012 --> 00:49:21,422
It's just a burdening, you've gotta bear.

1015
00:49:21,422 --> 00:49:22,472
Stæven has to bear it.

1016
00:49:22,712 --> 00:49:23,552
I have to bear it.

1017
00:49:24,097 --> 00:49:25,147
You've got a bear it as well.

1018
00:49:25,417 --> 00:49:28,297
Now the E-Commerce podcast
is produced by Aurion Media.

1019
00:49:28,297 --> 00:49:32,107
You can find our entire archive of
episodes on your favorite podcast app.

1020
00:49:32,977 --> 00:49:36,017
The amazing team that makes this
show possible is Sadaf Beynon,

1021
00:49:36,037 --> 00:49:37,707
Estella Robin and Tanya Hutsuliak.

1022
00:49:38,147 --> 00:49:41,917
Our theme song was written by Josh
Edmundson, and as I mentioned, if

1023
00:49:41,922 --> 00:49:45,097
you'd like to read the show notes
or transcript, head over to the

1024
00:49:45,097 --> 00:49:49,357
website, ecommercepodcast.net,
uh, where it's all there.

1025
00:49:49,357 --> 00:49:51,997
It's all there waiting for
you all free to access.

1026
00:49:51,997 --> 00:49:53,287
Easy as pie.

1027
00:49:53,317 --> 00:49:53,857
Yes it is.

1028
00:49:53,862 --> 00:49:56,077
So, uh, go ahead and check that out now.

1029
00:49:56,077 --> 00:49:57,067
That's it from me.

1030
00:49:57,337 --> 00:49:58,427
That's it from Stæven.

1031
00:49:58,447 --> 00:50:00,037
Thank you so much for joining us.

1032
00:50:00,217 --> 00:50:02,127
Have a fantastic week
wherever you are in the world.

1033
00:50:02,362 --> 00:50:03,292
I will see you next time.

1034
00:50:03,532 --> 00:50:04,012
Bye for now.