Richie Meldrum On Brand Strategy
OnProcess
English - December 08, 2019 05:00 - 1 hour - 144 MB - ★★★★★ - 10 ratingsDesign Arts Visual Arts art illustration video workflow writers animation beekeeping behindthescenes design fimmaking Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Richie Meldrum started off as a writer, struggled as a journalist, turned into a copywriter and came out as a strategist. Currently a writer, strategist and creative strategy director at behaviour and culture change consultancy Interchange. Richie has worked in brand and digital agencies in the UK and Australia, collaborating with designers, technologists, project managers, clients and loads of other incredibly smart people that do things he can’t. Over the years, He's learnt how to use his love of research, writing and human behaviour to influence the outcome of hundreds of projects - from cultural institutions to global corporations, Italian-made womens’ shoes to Vietnamese noodle delivery apps. During my chat with Richie we go into the importance of active listening and absorbing knowledge from the people around you. We look at specific examples of brands that have strong strategy and even talk a bit about battle rap. Introducing Richie Meldrum On Brand Strategy.
Richie Meldrum
Links
Good Strategy Bad Strategy Book
Creative Strategy and The Business Of Design Book
Quotes
"I moved from being a copywriter, and as I was writing more and more, the words started to move into messaging, concept development and campaign creation and really moving from descriptive copy to into copy that would communicate something."
"One day I would be writing 220 descriptions of different types of tea and then the next I would be at Laneway festival interviewing Flume!"
"I always define brand as the sum of the perceptions that are held about you, your product or your service."
"Brand strategy is about working out what those [Brand] perceptions should be and then putting a plan in place, so that everybody and everything that you do as a brand is geared towards enforcing those perceptions."
"It's not really about personal taste of likes or dislikes, its about whether it works for the audience."
Original Theme Music
by Devin Luke - devinlukemusic.com
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