#1. How to create a $100 million brand: the secret to designing a brand identity so good it can take you from start-up to the ‘rich list’

Season 1: ‘The Branding Series’ / Episode # 1

Building your brand all starts with the brand identity. Branding experts and top entrepreneurs reveal what it takes to get it right, why it’s so important, and the key opportunities you’re probably missing in your own brand identity.

Feature Story: Andre Eikmeier of Vinomofo and Why a one letter change in the brand name was a key inflection point to achieving a $100 million valuation.

“In the context of branding it’s really important to reflect on the fact that we didn’t set out to call this Vinomofo. We didn’t set out to say ‘hey, let’s be ‘wine motherf_____s’.” – Andre Eikmeier, co-founder of Vinomofo

Guest Bios:

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Andre Eikmeier (https://twitter.com/andre_eikmeier) is cofounder of $100 million online wine retailer, Vinomofo (https://vinomofo.com.au) Also founder of The Good Empire and Year of the Planet.

Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, & founder of Credit Fix Solutions (https://creditfixsolutions.com.au)

Ben Carew (https://www.linkedin.com/in/bencarew/) is director of SEO & Analytics at Webbuzz- The Growth Marketing Agency (https://webbuzz.com.au)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)       

What to listen out for:

3.01: ‘Sneak peek’ of feature story

4.04: the historical origin of branding

5.02: branding expert reveals what ‘brand’ really means today 

6.39: branding expert on why branding is so important

7.39: how branding complements ‘direct response’ marketing

9.47: Entrepreneur Fred Schebesta’s journey from ‘branding sceptic’ to ‘branding convert’ at Finder.com.au

10.41: Fred Schebesta on branding as a ‘defensive moat’  

12.26: Branding expert reveals the four key theoretical elements to brand identity

14.21: Ben Carew on why logo design is so important for online marketing conversion of web traffic to lead or sale

19.28: Branding expert reveals the technical process for creating a brand identity

20.58: Branding expert explains what ‘category codes’ are 

23.45: Feature story – Andre Eikmeier of Vinomofo and how a one letter change in the brand name was a key inflection point to achieving a $100 million valuation

30.50: Fred Schebesta on being in a ‘constant state of beta’

31.10: Fred Schebesta on creating a ‘phoenix company’, not a ‘unicorn’

31.59: Branding expert reveals the single most important aspect for a good brand identity – ‘fix and flex’

34.18: Entrepreneur Victoria Coster reveals her experience developing a brand identity, as a small business owner

36.06: ‘THE NERDOMETER’ – recurring segment

37.53: Host Darren on the three key takeouts from the episode

39.53: ‘NERD UNDER PRESSURE’ – recurring segment 

Resources & links:

The historical origin of branding https://en.wikipedia.org/wiki/Brand

Key statistic: Global advertising industry annual turnover $560 billion https://www.statista.com/statistics/236943/global-advertising-spending/

Coca Cola brand equity value: https://www.forbes.com/sites/kurtbadenhausen/2018/05/23/the-worlds-most-valuable-brands-2018/#96b24cc610c1

Key statistic: 500,000 global brands in existence https://www.inc.com/encyclopedia/brands-and-brand-names.html

The book Story Wars, by Jonah Sachs http://www.jonahsachs.com/books-1

The book Zero To One, by Peter Thiel https://github.com/huynhthaihoa/Book/blob/master/Zero-to-One-Notes-on-Startups-Peter-Thiel.pdf

User testing platform Pollfish https://www.pollfish.com/

Small business education program Business Blueprint https://businessblueprint.com.au/


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