Welcome back to Branded: your comprehensive guide to creative branding.

This week, we dove into a topic we’ve never fully tackled before: full funnel marketing—and how out-of-home advertising, specifically digital billboards, can play a bigger role in your brand-building than you might have imagined. To dig into this, we sat down with RJ Schultz, COO of Blip, an ad tech company making it radically easier and more affordable for brands big and small to run digital billboard ads.

RJ’s background is both fascinating and relevant—before venturing into the advertising world, he worked at Amazon, the Defense Intelligence Agency, and the Pentagon, and he holds an MBA from Duke. His unique perspective blends psychology, tech, and marketing strategy, which made for an enlightening conversation about driving demand, creating trust, and converting customers efficiently.

In this episode, we break down what full funnel marketing really means, clarify common misconceptions about “top” or “bottom” of the funnel, and explore when and how billboards (yes—even if you aren’t McDonald’s or Chick-fil-A) can boost brand awareness and overall campaign effectiveness. We even learned just how affordable modern billboard ads can be, and heard some truly creative, even petty, case studies in out-of-home advertising.

Here’s what we covered:

• What actually is full funnel marketing? RJ explains each stage—awareness, trust, conversion—and how smart marketers match ad mediums to the right customer journey point.
• Myths about billboards: Are they only for the biggest brands? Why is “Eat More Chicken” an awareness success, even without a QR code?
• The surprising psychology that makes the billboard + social combo so effective (think survival instincts and subconscious brand recall).
• How small and mid-sized businesses can affordably get their brand “in the sky,” and why this still works even if you’re just starting out.
• Real-life stories, like personalizing billboards for conference attendees and cheeky brand rivalries making the most of strategic placements.

5 Key Takeaways:

1. Full Funnel Means Full Journey: Effective marketing isn’t just shouting for attention—it’s systematically moving your audience from awareness (top), to trust (middle), to conversion (bottom) using different tactics and mediums at each stage.
2. Billboards Build Familiarity (When Used Smartly): Don’t expect a billboard to directly drive immediate clicks or visits. Instead, digital billboards excel at planting your brand in customers’ minds—so your later calls to action (online or in-person) pack a stronger punch.
3. The Power of Multi-Channel Marketing: RJ walked us through a McDonald’s case study: pairing Facebook ads and billboards in the same markets increased sales by over 700%, compared to Facebook-only markets. The magic happens when customers see your brand in multiple places, creating subconscious recognition and trust.
4. Digital Billboards Are Affordable and Accessible: Forget what you think you know—thanks to tech platforms like Blip, placing your ad on a digital billboard can cost as little as $0.08 per impression. Even small businesses can run highly local, highly visible campaigns for a few thousand dollars a month, or even less for targeted, short bursts.
5. Creativity—and Even Pettiness—Wins: Whether it’s Buccee’s witty highway countdowns, a rapper promoting tickets, or a company targeting a competitor who just canceled their subscription, the most memorable billboard campaigns use humor, surprise, and clever tactics that spark conversations (and selfies).

If you want to experiment with digital billboards for your own brand, RJ and Blip are making it easier than ever—with no long-term contracts or massive minimums, and even some special offers for Branded listeners.

Thanks for tuning in—and be sure to hit subscribe to keep getting fresh...

Welcome back to Branded: your comprehensive guide to creative branding.

Today, we dive into the world of brand hijacking, a phenomenon where brands encounter unexpected public perceptions or shifts that either propel them forward or challenge their core values. We'll share a real-time story involving Larry's own experience with this topic and explore other well-known brands that have faced similar situations.

Larry opens up about a personal situation where his iconic red hat was mistaken for a political symbol, leading to misjudgments about his values. As we investigate further, we find a pattern of brands being subjected to similar hijackings—some emerging stronger and others faltering.

Key takeaways:

1. Understanding Brand Hijacking: We define brand hijacking and how it can happen to anyone. Larry's story about his red hat shows how swift assumptions can affect business interactions and personal reputations if not handled properly.
2. The Power of Public Perception: Sara emphasizes that public perception is the hardest part of a brand to manage, yet it is crucial. It's important to recognize and navigate how people think and feel about a brand, as well as who a brand associates with.
3. Embracing or Challenging Hijacking: Not all brand hijacking is negative. We touch on brands like Volkswagen, which have had their brand perceptions positively transformed over time, showing that some forms of hijacking can align with or even enhance a brand's values.
4. Case Studies of Brand Responses: We analyze how major brands like Nike, Bud Light, and Target have handled hijacking scenarios. Their responses, whether involving leaning into controversies or mishandling audience expectations, offer lessons on the importance of commitment to brand messaging and audience understanding.
5. Staying True to Brand Values: Analyzing these instances, we conclude that clarity and commitment to a brand's core values often yield better outcomes than neutrality or inconsistency. Effective response hinges on knowing your audience and standing by your brand’s message and principles.

Join us as we navigate these complex waters and prepare to address brand hijacking with confidence and clarity. Remember, your brand's strength lies in understanding these dynamics and responding with informed strategies.

Welcome back to Branded: your comprehensive guide to creative branding.

In today's episode, we're joined by an incredible guest, Philip Taylor, also known as PT, who is the founder of FinCon, a massive conference for financial creators. With his background as a CPA and his journey back into tax practice, PT offers invaluable insights into managing your brand from a financial standpoint, especially when it comes to taxes.

We dive into the ins and outs of how entrepreneurs can navigate the complex world of taxes, optimize deductions, and make informed financial decisions that bolster their brand's growth. PT shares his unique perspective on the importance of separating personal and business financials right from the start, as well as practical tips for those embarking on the entrepreneurial journey.

We also explore PT's events, FinCon and the newly acquired TravelCon, showcasing how these conferences foster community and collaboration among content creators in both finance and travel sectors.

Key Takeaways:

1. Importance of Financial Separation: PT emphasizes the necessity for entrepreneurs to clearly delineate between personal and business finances by setting up separate accounts and credit cards. This fundamental step lays a solid foundation for effective financial management and simplifies tax preparation.
2. Understanding Tax Deductions: PT highlights commonly overlooked deductions, such as home office expenses, vehicle use for business, and retirement contributions. He advises entrepreneurs to maximize these deductions to ease financial burdens and safeguard profitability.
3. Accelerate Expenses for Tax Benefits: He suggests accelerating potential business expenses into the current year to optimize tax deductions, though he warns against unnecessary spending purely for tax advantages.
4. The Value of Community in Financial and Travel Spaces: PT shares the growth and impact of FinCon over the past 13 years, where creators gather to enhance their marketing skills and network. Similarly, TravelCon aims to support travel content creators in expanding their digital influence and business acumen.
5. Navigating Entrepreneurial Challenges: Through personal anecdotes and client experiences, PT offers sage advice on managing the unexpected pitfalls of entrepreneurship, underscoring the importance of preparation and strategic financial decision-making.

Join us as we explore how to effectively manage your brand's financial health and hear firsthand from a seasoned expert who bridges the gap between creativity and fiscal responsibility. Subscribe now to stay updated with more insightful discussions on Branded.

Welcome back to Branded: your comprehensive guide to creative branding. In this outside-the-box episode, we explore the world of agricultural branding. This might not be the first industry that comes to mind when you think about branding, but as we found out, it's deeply intertwined with the agricultural sector.

We were thrilled to welcome two experts to the show: Dr. Autumn Pickett and Dr. Shea Mackey. They shared their insights into how branding is applied in agriculture and the historical significance of branding in this field.

Dr. Mackey and Dr. Pickett walked us through the different methods of branding cattle, from the traditional hot iron method to the more humane freeze branding. We also explored how these different methods can impact both the animals and the final products, such as leather goods or the cattle’s value in show competitions.

This episode was not just about cattle branding but opened a broader conversation about how a ranch’s reputation and breed choices can act as a form of branding in agriculture. Plus, we had a lot of fun diving into the quirks and oddities of cow culture and how cattle can have chiropractors, yes, chiropractors!

Let's break down the key takeaways:

1. Historical Roots of Branding: We learned that branding dates back thousands of years, with the Egyptians pioneering the practice, and how it evolved significantly in the Americas with the Spanish influence. This history highlights the longstanding significance of branding in agriculture.
2. Methods and Implications of Branding: Dr. Mackey and Dr. Pickett differentiated between hot iron and freeze branding, noting the latter as a more humane and preferred method due to its minimal stress on the animals and clearer visible results.
3. Branding as Ranch Identity: As we explored, brands are more than just identification marks; they symbolize a ranch's legacy and reputation. Certain brands, like the 4-6’s, convey a story and set a standard for the animals that carry them.
4. Modern Innovations in Branding: Even with tech advances like RFID tags and ear tattoos, the permanence and tradition of physical branding still play a vital role. These electronic methods, while useful, present issues like getting lost or removed, which hot and freeze brands do not.
5. Branding Beyond Cattle: The conversation extended to how branding principles apply more broadly in agriculture, with ranches known for specific breeds much like companies are known for specific products. This highlights the broad applicability of branding concepts across various sectors.

We hope this episode has expanded your perspective on branding. Whether you're thinking agricultural or entrepreneurial, the principles of creating a clear, lasting mark resonate across all fields. And, of course, happy April Fools Day!

Welcome back to Branded: your comprehensive guide to creative branding.

In today's episode, we dive into the intriguing world of brand loyalty and explore how to transform brands into cultural phenomena with super fans. We'll examine the triumphs of major brands like Apple and personal brands like Taylor Swift, who have mastered this art seamlessly.

We discuss the unique challenges smaller brands face in building loyalty amidst a sea of choices and share strategies to stand out. One of the techniques we explore is how assigning a collective name or identity to your followers can foster a strong community bond.

Further, we emphasize the role of authenticity and storytelling in connecting with audiences and the importance of actively engaging with your audience beyond traditional social media posts. Real-life engagements, shared experiences, and showing your human side are key to deepening these connections.

We promise this episode has something for brands of all sizes seeking to create super fans. Enjoy this foray into brand loyalty with us, and discover how to leverage these expert insights in your branding strategy!

Key takeaways:

1. Building Brand Loyalty: We stress that fostering brand loyalty in today's market involves more than just having a good product. Creating a group identity, such as the "Swifties" for Taylor Swift's fans, is a crucial step in helping individuals feel connected to your brand community.
2. Challenges for Smaller Brands: With a myriad of choices available, smaller brands find it harder to capture and maintain loyalty. We discuss how important it is for these brands to differentiate themselves through unique, genuine connections and storytelling.
3. Importance of Authentic Engagement: Engaging your audience goes beyond posting on social media. It requires active participation, including responding to comments and creating dialogue, to turn followers into super fans who are emotionally invested in your brand.
4. Leveraging Storytelling: We highlight how storytelling is key to building emotional connections. Sharing personal experiences and insights with customers can create empathetic bonds and position your brand in a relatable manner.
5. Real-World Engagement: Authentic engagement extends beyond the digital realm. We talk about attending events and conferences to establish personal connections and shared experiences, which can profoundly boost brand loyalty and super fan conversion.

We're excited to hear your thoughts on today's episode and hope you found the information valuable for nurturing your own community of super fans.

Welcome back to Branded: your comprehensive guide to creative branding.

In this episode, we dive into the fascinating process of writing and self-publishing a book. Both of us have embarked on our own book-writing journeys, and we’re eager to share our unique experiences and the tools that have made it possible. Our discussion ranges from utilizing AI like ChatGPT and other technological aids, to overcoming the challenges like imposter syndrome. With the recent news of 'Branded' becoming an LLC (now celebrating our first anniversary!) we touch on the dual ownership dynamics and the balance of maintaining our individual and joint brand identities.

Key takeaways:

1. The Role of AI in Book Writing: We both discuss the significant role AI tools such as ChatGPT played in structuring, outlining, and refining our books. Larry even jokes about ChatGPT writing 87.3% of his book, underscoring the utility of AI in content creation while still adding personal stories and insights.
2. Navigating the Self-Publishing World: We talk about the misconceptions around self-publishing being difficult and expensive. By sharing our own cost-effective strategies and experiences with tools like Chapterly, Canva, and Atticus, we demonstrate how accessible and achievable self-publishing can be.
3. Importance of Outlining and Structure: Larry shares his approach of using ChatGPT to model chapters with recurring themes, while Sara emphasizes the iterative process she went through using Chapterly to break her book into manageable parts, highlighting the necessity of structure in avoiding overwhelm and ensuring clarity.
4. Overcoming Imposter Syndrome: We discuss the emotional barriers in the publishing journey, especially imposter syndrome. Sara shares her excitement and disbelief about the possibility of her book being on Barnes and Noble shelves, while Larry encourages writers to embrace their unique journey.
5. Marketing and Distribution Considerations: The episode also addresses ways to market and distribute your book, from leveraging local bookstores for consignment sales to the simplicity of approaching larger retailers like Barnes and Noble with your ISBN. Larry emphasizes the importance of aligning these strategies with the author’s initial goals for their book.

Overall, this episode aims to demystify the book-writing process and empower budding authors with practical advice and encouragement to take the leap and write their own book. We hope to inspire you to start writing and integrate new, innovative tools along the way.

Welcome back to Branded: your comprehensive guide to creative branding.

In today’s episode, Sara fumbled her way through a conversation with Daniel Goddard, a former actor known from his roles in shows like "Beastmaster" and "The Young and the Restless." Daniel has since transitioned into the digital marketing realm and now focuses on developing AI networking applications. We journey through Daniel’s fascinating career transformation from acting to becoming an entrepreneur in the tech space, and how he leverages his past experiences in branding himself as an actor to now aiding others in building their brands.

Daniel shares his insightful perspective on branding, community-building, and authentic connections in an increasingly digital world. We explore his current projects, including "Disco," an AI-powered networking app designed to create genuine connections among users based on shared interests and proximity.

Key Takeaways:

1. Evolution from Acting to Branding: Daniel transitioned from a vibrant acting career, starring in over a thousand episodes of "The Young and the Restless," to establishing his own digital marketing and AI networking business. His acting career reinforced essential branding skills that are now applied to building cohesive brand strategies for others.
2. Understanding and Building a Brand: Throughout his career, Daniel identified the importance of branding consistency and evolution. He emphasizes finding a niche and constantly expanding it while catering to its audience.
3. The Power of Community in Branding: Daniel discusses how creating a community around shared interests reinforces brand loyalty. Back in his acting days, fan interactions highlighted the collective power of community engagement, which he now channels into his networking platform.
4. Navigating Social Anxiety with Technology: The "Disco" app, a project Daniel is passionate about, is built to combat social anxiety by helping people find common ground through an easy-to-use, GPS-based networking system. The app matches users through shared interests designated by hashtags, facilitating genuine connections bolstered by AI-aided conversations.
5. Authenticity in Digital Interaction: While AI often feels artificial, Daniel's approach is to use AI to nurture authentic human interaction, helping people focus on meaningful connections rather than superficial online interactions. The overarching theme is leveraging AI to create genuine connections in professional and personal settings.

Join us as we learn from Daniel’s journey in branding—from the charming world of soap operas to the innovative realms of tech entrepreneurship. Embrace the lessons of how branding, authenticity, and community-build are interwoven, and discover how you might apply these insights to your own personal or professional brand.

1. Understanding Happiness through Negativity: Matt highlights that true happiness often involves navigating through our negative emotions. By facing these less pleasant feelings, we can achieve a more profound and enduring state of happiness.
2. The Impact of Technology on Happiness: We discuss how modern technology, particularly social media, has created "fast food" relationships, leading to a decline in genuine human connections and overall happiness compared to pre-smartphone times.
3. The Significance of Real Connections: Matt underscores the importance of investing in real, face-to-face relationships. These connections, though requiring more effort, are pivotal to achieving lasting happiness.
4. Adopting a Yes Man Lifestyle: Inspired by Jim Carrey's movie "Yes Man," Matt shares how saying "yes" to opportunities and experiences can significantly enrich our lives and increase happiness, despite the initial effort it may require.
5. Acceptance and Gratitude as Tools for Happiness: To achieve happiness, Matt advises first accepting any given situation fully, regardless of how difficult it may be. Following acceptance, finding aspects of the situation to be grateful for can transform our outlook and increase our happiness.