B2Branded - The B2B Brand Podcast
21 episodes - English - Latest episode: almost 3 years ago - ★★★★★ - 12 ratingsEvery month we interview brand and communications leaders from B2B organizations, as well as influencers in the agency and analyst world. We explore best practices in brand development as well as the latest news and developments impacting brand leaders. The podcast is produced by Ian Bruce.
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Episodes
Risky Business: How We Make Organizational Decisions
May 19, 2021 19:00 - 29 minutes - 20.3 MBFlorian Artinger is a Managing Partner at Simply Rational, The Decision Institute and an associate scientist at at Max Planck Institute for Human Development. His academic and applied work explores how organizations can measurably improve their decision-making. In this episode we talk about how businesses can make better decisions, embrace uncertainty and risk, and build brand trust. Plus, Florian also discusses cover-your-ass decision making, when to trust your gut, and why your boss shou...
How the Value of Brands Changed During the Pandemic: An Interview with Alex Haigh, Brand Finance
February 28, 2021 19:00 - 29 minutes - 20.2 MBThe COVID-19 pandemic has wreaked havoc on the global economy and consequently on the value of brands. In a return visit for Alex Haigh of Brand Finance, we discuss how the valuations of brand across all sectors have been upended, with enormous gains in some sectors while others plunged, perhaps never to recover. About B2Branded We're a bite-sized podcast for B2B brand and communications professionals. The podcast is hosted by Ian Bruce.
GE Healthcare: Brand Storytelling During a Crisis.
January 25, 2021 14:00 - 27 minutes - 18.8 MBAt the beginning of 2020, as the COVID-19 pandemic took hold, GE Healthcare was at the center of a media storm about the dire shortage of critical medical technology. In this episode we talk to GE Healthcare's Kristin Fallon, VP brand and digital marketing, about her response to the crisis, and how she used innovative storytelling and brand journalism techniques to show how GE employees, healthcare experts, hospital workers and doctors were working to together to respond. About B2Branded ...
The CMO Role in an IPO: An Interview with Bo Park, Partner at ICR
December 07, 2020 14:00 - 34 minutes - 24.1 MBAn initial public offering is a major step for any company, and CMOs need to play a significant role to make the IPO successful. Bo Park, Partner and Head of Technology PR at the New York agency ICR, has advised hundreds of companies embarking on an IPO. We discuss the current IPO market, the steps to expect in an IPO, and the essential role that CMOs and marketing needs to play. About B2Branded: B2Branded is a bite-sized podcast that discusses the latests news and trends facing B2B brand a...
How to Communicate During the COVID-19 Pandemic: An Interview with Doug Levy
November 12, 2020 21:00 - 23 minutes - 16.1 MBMany marketing and communications leaders struggle with how to navigate internal and external communications during the current pandemic. Doug Levy led communications at Columbia and UCSF, two of the world's most prestigious research hospitals, and was a medical reporter at USA Today. In his second interview on B2Branded we update on COVID-19, discuss the likely scenarios for 2021, and provide advice to business communicators on best practices during the crisis. About B2Branded We're a bi...
Interbrand Best Global Brands 2020: An Interview with Daniel Binns, CEO North America
October 29, 2020 17:00 - 28 minutes - 20 MB2020 will be remembered as a year of unprecedented change -- how has this impacted global brands? In this episode we talk to Interbrand's CEO North America Daniel Binns about the results from their Best Global Brands 2020 report. We discuss the fortunes of long standing brand leaders like Google, Apple and Microsoft, and the reasons why some brands like Oracle have fallen down the rankings. It's unsurprising that Zoom was a new entrant to the rankings, but how have other brands fared duri...
Brands and the Law: An interview with Saul Perloff, Partner at Norton Rose Fulbright.
June 04, 2020 20:00 - 33 minutes - 23.2 MBBrands managers often get wrapped-up in the intricacies of brand expression, reputation management, and how to build a powerful and lasting impression with audiences. What is often forgotten is that at their core, brands are intellectual property that provide rights and protections for the brand owner. In this episode we take with an expert on the legal dimensions of brands: Saul Perloff is Partner and head of the advertising practice at the international law firm of Norton Rose Fulbright. ...
Who Do You Trust in a Crisis? Edelman Executive Director Tonia Ries - Part Two
May 01, 2020 19:00 - 16 minutes - 11.6 MBIn the second part of our interview with Edelman's Executive Director Tonia Ries, we discuss brand trust and the impact of the coronavirus pandemic. Edelman's latest research shows that in the current crisis people turn to employers and business for information much more than governments. The research is a fascinating and sometimes frightening insight to how we're reacting to news and information about the disease, and what the long-term implications are for brand builders. About B2Branded...
Brand Trust: An Interview with Edelman Executive Director Tonia Ries.
April 21, 2020 16:00 - 27 minutes - 18.7 MBEdelman has just celebrated the 20th year of the Edelman Trust Barometer, research that examines global levels of trust and credibility in institutions like governments, NGOs, the media and brands. In this episode I interview Tonia Ries, executive director in charge of the Barometer. We talk about what exactly trust is, how you earn it, and why levels of trust are in decline. Tonia also explains how brands must adapt to build trust. This is the first of two interviews with Tonia. In the nex...
Long-Term Thinking: Jann Schwarz, Global Director, B2B Institute at LinkedIn
April 08, 2020 15:00 - 23 minutes - 16.2 MBJann Schwarz is the Global Director of the B2B Institute at LinkedIn. We discuss the near-term thinking that often dominates B2B marketing and the implications for long-term brand building and value creation. About B2Branded: We're a bite-sized podcast that provides news and insights about branding and communications. The podcast is hosted by Ian Bruce.
Doug Levy, former Head of Communications at Columbia, UCSF and USA Today medical reporter.
March 28, 2020 01:00 - 24 minutes - 16.6 MBDoug Levy headed communications at two of the world's most prestigious medical institutions, Columbia University Medical School and UCSF, where he was part of the team that planned for the H1N1 flu pandemic. He was also lead medical reporter at USA Today for almost a decade. We discuss crisis communications and COVID-19, best practices for communicating in a medical emergency, and his advice for business communicators. Note: This podcast was recorded on March 27. About B2Branded: We're a b...
Doug Levy, former Head of Communications at Columbia, UCSF and USA Today medical reporter.
March 28, 2020 01:00 - 24 minutes - 16.6 MBDoug Levy headed communications at two of the world's most prestigious medical institutions, Columbia University Medical School and UCSF, where he was part of the team that planned for the H1N1 flu pandemic. He was also lead medical reporter at USA Today for almost a decade. We discuss crisis communications and COVID-19, best practices for communicating in a medical emergency, and his advice for business communicators. Note: This podcast was recorded on March 27. About B2Branded: We're a b...
Interbrand Best Global Brands: An interview with Daniel Binns, CEO Interbrand NY
March 26, 2020 13:00 - 24 minutes - 16.8 MBFor 20 years Interbrand has been publishing the Best Global Brands report that identifies the world’s 100 most valuable brands. In this episode we explore the Interbrand rankings with Daniel Binns, CEO Interbrand NY, and discuss why brand value is critically important for B2B companies, the factors that drive value, and LEGO. About B2Branded We're a bite-sized podcast dedicated to exploring news and issues related to B2B branding and communications. The podcast is hosted by Ian Bruce.
Iconic Brands: An Interview with Harvard Business School CMO Brian Kenny
March 05, 2020 17:00 - 25 minutes - 17.8 MBHow do you manage an iconic brand like HBS? What is the balance between celebrating a storied legacy and building a modern image? With nearly three decades of big picture thinking and on-the-ground experience to his credit, Brian Kenny guides and manages the HBS brand on a global scale, ensuring that the school has a clear and consistent voice around the world. As Chief Marketing and Communications Officer, he plans and implements high-level branding, marketing, and media relations across HB...
The People Powered Brand. An Interview with Chris Wirthwein
February 14, 2020 18:00 - 17 minutes - 12 MBMany B2B companies fail to understand the importance of making a commitment to allowing the corporate brand to drive business decisions and execution. So claims our guest on this episode --Chris Wirthwein, a B2B branding expert and author of The People Powered Brand. About B2Branded: We're a bite-sized podcast dedicated to discussing the news, issues and trends related to B2B branding and communications. The podcast is hosted by Ian Bruce.
What Are The Most Valuable B2B Brands? An Interview with Alex Haigh
February 14, 2020 18:00 - 20 minutes - 14.3 MBBrand equity is a familiar concept to most B2B marketing professionals, but few of us could accurately define or agree on what this means. In this episode Alex Haigh, a research director at the company Brand Finance, discusses how they calculate the financial value of brands, as well as the results from their just-published ranking of the world's 500 most valuable brands. About B2Branded: We're a bite-sized podcast that discusses the latest news, views and opinions on B2B branding and commu...
The Power of Culture. An Interview with Denise Lee Yohn
February 09, 2020 19:00 - 18 minutes - 12.5 MBA thread that connects some of the most admired and valuable B2B and B2C companies is their relentless focus on fusing brand and culture. In this episode we discuss how culture fuels brand building. Our guest is Denise Lee Yohn, a recognized expert on brand-building, an in-demand speaker and consultant, and an influential writer. Her latest book is FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies. About B2Branded We're a bite-sized podcast that talks about B...
Keep it Simple!!! An Interview with Margaret Molloy
February 09, 2020 19:00 - 18 minutes - 12.6 MBLet's be honest: complexity is a disease in B2B marketing and branding. We love our jargon and acronyms, and we think the more we say the better will be the result. In this episode we explore the virtues of simplicity with a rank expert. Margaret Molloy is the Global Chief Marketing Officer & Head of New Development at the brand strategy, design and experience agency Siegel+Gale. She is also the Board Chairperson for the New York Hub of The Marketing Society, and received the 2017 B2B Marke...
What's in a Name??? An Interview with Jeremy Miller
February 09, 2020 19:00 - 28 minutes - 19.3 MBIn this episode we discuss one of the most challenging and long-lasting decisions any brand leader will make: Naming. Our guest is Jeremy Miller, a brand strategist, author and the founder of his agency Sticky Brands. His most recent book, published a few months ago, is Brand New Names, which gives a stepwise process for creating compelling product or company names. We discuss why names matter, what makes for a great brand name, and Big Ass Fans. About B2Branded We're a bite-sized podca...
Full Interview Test CW
January 02, 2020 18:00 - 17 minutes - 11.9 MBThis is a fully edited test interview file with a guest CW. It's a candidate for one of the first interviews I'll post live in February. I'm using this to share people to get reviews and comments. It is NOT intended for live promotion
Test Episode Test
November 20, 2019 19:00 - 1 minute - 1.07 MBThis is a test episode not for distribution. More text here and more copy and other things to say. In addition, I'd add that I want to create another sentence that says nothing more or less than the previous sentence. IN fact, this is a third sentence which extends on the first two, with a bit more added for good measure.