Simon & Tobbe
UTVECKLA #38: Branding for developers
In episode 38 of UTVECKLA we talk branding with Fred Wikman, head of strategy, at Paradigm, Consid. What is the difference between brand and brand strategy, what does the work process look like and why does it matter to an IT consultant or a developer? Those questions and many more, will be answered in this episode which will be in English.
Highlights from the episode about branding for developers:
0.37 Hello and welcome.
0.57 Swedish small talk that all international listeners happily can skip.
7.46 Welcome Fred Wikman.
8.57 What is Paradigm?
10.10 How long has Fred been doing brand management?
10.36 How did Fred ended up in this field of work?
12.22 What’s the difference between branding and brand management?
15.08 Fred gives an example of what a brand manager deals with.
16.51 Fred explains how brand affects every aspect of a business
19.01 Is it more difficult to change an existing brand, compared to starting with a clean slate?
19.58 Fred about the first steps he would take, when starting with a brand new brand.
21.35 Who does Fred talk to, within the company?
23.21 Is it a problem if the client is meddling too much in the brand work?
26.11 Which pills can be the hardest for the client to swallow in their brand work?
31.03 Fred about his part of the process toward a brand strategy.
33.32 How much time does this process take?
35.32 Has brand work always been relevant for companies, or is it something new?
39.29 Fred about the current trends in branding.
44.43 How is my work, as a developer, affected by the brand work?
48.57 Fred gives his key tips to companies who want to work with their brand.
50.23 What can developers and consultants interested in branding do to educate themselves?
”There is some great books out there. For example Start with WHY by Simon Sinek, Positioning: the battle for your mind by Al Reiss and Jack Trout, How brands grow by Byron sharp, Building strong brands by David aaker. You can find a lot on youtube as well. Some people to look for are Simon Sinek, Linda Boff (CMO GE – 8 mantra of branding) Seth Godin, Steve Jobs iconic presentations and Dr.Talaya Waller.”
52.54 Fred talks about the future for branding.
54.22 Thank you Fred!
54.40 Simon and Tobbe summarize the episode in Swedish.
55.58 Bye bye och hej då!
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