Show Notes
In this episode, we discover the power of ‘associative attention’, a framework developed by Max Stricker and Samuel Brealey. It zooms in on the importance of not only getting attention but the right type of attention through strong association. Show notes * Associative Attention Paper & ‘Health Check’ Associative Attention is a framework that helps brand owners deliver better executions (think advertising, POS material, packaging). It connects the dots between the WHAT and the HOW of attention. Brand owners need to do well in both areas and those who do can see transformational executions. You can download the full article here. It also includes a quick ‘Health Check’ you can take to start your Associative Attention journey. * Max on LinkedIn * The article with Samuel Brealey on WARC (paywall) * This episode is sponsored by Creative business company. Find your free no-bs brand-building guides here. Brand strategy course Activate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com
More from Let's talk branding
Before I take the stage at the Tectonic conference tomorrow, I wanted to share this with you first: a sneak peek of my new keynote on the future of branding. It’s a look at how I see brands evolving in the age of generative AI, and the two very different futures we might be heading toward. I hope it gives you a few sparks of inspiration before the world sees it on stage. Would love to hear your thoughts: are we cooked? Or cooking?
Recently, I got caught in a bit of a storm. People on YouTube got angry about the use of AI footage in my recent documentary on brand mascots. “AI slop! I’m not watching this stuff!” It got me wondering (some great comments in that LinkedIn thread) about what the future for brands would be like. Enter: Joe Burns, who’s been dropping the most insightful and amazing flipbooks on LinkedIn. Joe did not disappoint, we had a fascinating conversation about the impact AI has on brands, creative teams, the agency world, content creation, and the strategy behind it. Joe brings a fresh perspective to the table, or as he likes to call them, ‘strategic cold cuts’. There is no playbook for the future, but Joe is giving us some handles to think about what’s coming, and I’m grateful for it. What do you think? Is the sloppening upon us? Let me know by replying to the email or commenting on Substack.
In this episode, Dan Salkey is back on the show to talk about their latest research paper called ‘Entertain or Die’. This is the second round and this time Dan shares some new insights on how to actually build an entertainment brand. Important links * You can find the full report here. * Find Dan on LinkedIn here
Hey everyone! Super happy to kick off a new season with more brand-building legends and insights. In this conversation, I chat with Damian Borchok, Managing Director of Koto for the Asia Pacific region. A conversation sparked by a great article on Koto ‘s newsletter, We discussed the nuances of branding, rebranding, and brand refreshes. Damian emphasizes the importance of understanding the value of a brand and the strategic decisions behind rebranding efforts. Through various case studies, including Walmart, Burger King, Bolt, Tropicana, and Jaguar, Damian explores the complexities of brand identity, market signals for change, and the execution of branding strategies. He highlights the need for brands to evolve while maintaining their core identity and the significance of research in understanding brand equity.
In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons. Important links * John on LinkedIn * John’s new YouTube show ‘Bin Juice’