Pass to the Major League: What is a Brand and Why Give Business Meaning? Ne-working
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Why create a brand at all if you can stand out with a USP, positioning and a strong product? Or maybe not? As a marketer who is used to operating with numbers, analytics and sales, it is difficult to understand the meaning of such intangible and abstract concepts as brand, identity, DNA, image and vision. Let's try to bring this story down to earth and find out who, when and why needs to do branding and how a set of associations affects a company's success in the market. The guest of the issue is Alexey Kuznetsov, founder of the branding agency "Kuznets Brand Consulting" and our partner in the rebranding of Molinos. Podcast host: Yaroslav Tabakov, director of the digital agency Molinos Telegram channel of the Molinos agency: https://t.me/molinos_ru Aleksey Kuznetsov and the agency "Kuznets Brand Consulting": https://vc.ru/u/3633406-aleksei-kuznecov https://t.me/kuznetsbrandconsulting https://dprofile.ru/kuznets Become a guest of the podcast: [email protected] If you also like to get to the bottom of the truth and want to know how other entrepreneurs manage processes and people, subscribe so as not to miss new episodes of the "Non-working" podcast! What do you think, is a brand the key to success or can it only be achieved through a strong product? Episode timestamps: 00:00:00 - What this episode is about 00:01:23 - What is a brand and how to understand if a company has one or not 00:04:48 - What is the difference between a brand and positioning 00:08:50 - So what is a brand? 00:14:03 - Ratio VS Emotions: what new quality does branding provide that marketing cannot 00:21:33 - How to create a unique brand personality 00:28:50 - Who needs to start doing branding and when 00:35:10 - Visualization: is it possible to do it without brand DNA and other high matters? 00:40:14 - Implementation: how not to drain the results of branding 00:45:57 - How to measure brand effectiveness? 00:52:32 - How does the founder of a branding agency want to change the industry? 00:57:12 - How does a branding agency communicate its brand? 01:02:10 - Brand for everyone: parting words from Alexey
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