IP is much less formal in Latin America's economy according to Alberto Ramirez Bonilla, founder of BR Latin America. Tune in to explore how trademark practices differ in the South American economic landscape and why that matters. Among other things the episode discusses: How business design and naming unfold across Latin America Branding and intellectual property in Latin America Copyright protection for software and guidelines for naming conventions Branding and naming strategies for businesses Importance of understanding IP law for businesses LinkedIn: Alvaro Ramirez Bonilla We ..read more

In this episode I explore positioning with Ulli Appelbaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook.  There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.   We might have one central brand position, and separate positions and messaging for  products we supply.  We touched on: Brand purpose Ideas on how you can do positioning Positioning — how to create your positioning Ho ..read more

Joining us in this episode is Tom Gardner, a serial entrepreneur known for his analytical approach to branding and his success in launching several brands across different industries. Tom shares his journey in branding, marked by a blend of scientific and practical approaches, emphasizing customer feedback and market testing from the very start. Gardner's experiences span from a B2C online platform for buying new cars to a legal tech startup, each with its unique branding challenges and strategies. In this episode, we’ll also discuss:  Branding Experience With A Cons ..read more

Joining us in this episode is James Brown, founding director of Mobiloo, the world's first mobile accessible toilet and changing place designed to cater to disabled people requiring extra equipment and space. Mobiloo has created a huge range of opportunities for tens of thousands of disabled people around the UK. James shares his journey, highlighting his motivation to improve accessibility and inclusivity for disabled people, stemming from his own experiences as a visually impaired individual and a Paralympic athlete. His flight in becoming a social entrepreneur exemplifie ..read more

Valuable Resources:⁠⁠⁠⁠ ⁠Brand Tuned Newsletter⁠⁠⁠⁠⁠⁠⁠ ⁠Brand Tuned Training Courses ..read more

In this episode of the Brand Tuned podcast, we welcome Paul Fernandez, CEO of The Growth Guys, to discuss the journey of starting and branding his growth marketing company during the pandemic. Paul shares insights from his past experiences, the challenges of defining and living up to a brand promise, and the importance of adapting branding strategies as a business evolves. This episode shares an interesting point of view of branding through experiences including: An Agency That Delivers Results A Brand Is What Customers Tell You Developing The Visual Identity Creating A Team Culture ..read more

In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand. Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023. Among other things, we discuss: that brands can no longer just sell products. They must aim to be transformative for people and the world they live i ..read more

Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode. The questions answered in this episode include: What are the different ways I can protect my brand? Do I need international protection or is UK protection enough? How do I explain to graphic designers I work with the importance of checking they are not infringing on anyone's IP? How can you be sure that graphic designers you work with hand over the rights to all the assets they create? How can you be sure they have done this fully? What do ..read more

In this episode I discuss some thoughts  following the recent podcast with Sean Adams,  an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California.  I found Sean's approach refreshingly client focused and empathetic.  For example, Sean takes clients on the design journey and explains what he is doing and why.  This collaborative approach, and avoiding a big reveal at the end of the process, is more likely to result in an identity that the client finds acceptable. I think if ..read more

Is being unique your ultimate goal in your business? How, exactly, do you stand out from your competitors and make sure that you remain a purple cow?    A crucial part of a business’ success is being distinctive and visibly different from its competitors. This is the main objective in creating business brand. Having a recognizable and distinctive name helps ensure you will be able to stand out from the crowd.     Distinctiveness is about the identifiers we use. These identifiers are how consumers recognise brands. They associate them with you. It’s your name, and brand ..read more