{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fb7ee0a3e-6594-4df6-81dd-3d2f4821505a","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"#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 \u2018rich list\u2019\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/b7ee0a3e-6594-4df6-81dd-3d2f4821505a\"></iframe>","title":"#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 \u2018rich list\u2019","description":"Season 1: 'The Branding Series' / Episode # 1\r\n\r\nHow To Create A Brand Identity So Good It Can Take You From Start-Up To The 'Rich List'. \r\n\r\nBuilding 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.\r\n\r\nFeature 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.\r\n\r\n\u201cIn the context of branding it\u2019s really important to reflect on the fact that we didn\u2019t set out to call this Vinomofo. We didn\u2019t set out to say \u2018hey, let\u2019s be \u2018wine motherf_____s\u2019.\u201d - Andre Eikmeier, co-founder of Vinomofo \r\n\r\nGuest Bios:\r\n\r\nFred 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.\r\n\r\nAndre 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.\r\n\r\nVictoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, and founder of Credit Fix Solutions (https://creditfixsolutions.com.au)\r\n\r\nBen Carew (https://www.linkedin.com/in/bencarew/) is director of SEO and Analytics at Webbuzz- The Growth Marketing Agency (https://webbuzz.com.au)\r\n\r\nRachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert and director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)\r\n\r\nJon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)\u2013 brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)       \r\n\r\nWhat to listen out for:\r\n\r\n3.01: \u2018Sneak peek\u2019 of feature story\r\n\r\n4.04: the historical origin of branding\r\n\r\n5.02: branding expert reveals what \u2018brand\u2019 really means today \r\n\r\n6.39: branding expert on why branding is so important\r\n\r\n7.39: how branding complements \u2018direct response\u2019 marketing\r\n\r\n9.47: Entrepreneur Fred Schebesta's journey from 'branding sceptic' to 'branding convert' at Finder.com.au\r\n\r\n10.41: Fred Schebesta on branding as a \u2018defensive moat\u2019  \r\n\r\n12.26: Branding expert reveals the four key theoretical elements to brand identity\r\n\r\n14.21: Ben Carew on why logo design is so important for online marketing conversion of web traffic to lead or sale\r\n\r\n19.28: Branding expert reveals the technical process for creating a brand identity\r\n\r\n20.58: Branding expert explains what \u2018category codes\u2019 are \r\n\r\n23.45: 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\r\n\r\n30.50: Fred Schebesta on being in a \u2018constant state of beta\u2019\r\n\r\n31.10: Fred Schebesta on creating a 'phoenix company', not a 'unicorn'\r\n\r\n31.59: Branding expert reveals the single most important aspect for a good brand identity \u2013 \u2018fix and flex\u2019\r\n\r\n34.18: Entrepreneur Victoria Coster reveals her experience developing a brand identity, as a small business owner\r\n\r\n36.06: \u2018THE NERDOMETER\u2019 - recurring segment\r\n\r\n37.53: Host Darren on the three key takeouts from the episode\r\n\r\n39.53: \u2018NERD UNDER PRESSURE\u2019 \u2013 recurring segment \r\n\r\nResources and links:\r\n\r\nThe historical origin of branding https://en.wikipedia.org/wiki/Brand\r\n\r\nKey statistic: Global advertising industry annual turnover $560 billion https://www.statista.com/statistics/236943/global-advertising-spending/\r\n\r\nCoca Cola brand equity value: https://www.forbes.com/sites/kurtbadenhausen/2018/05/23/the-worlds-most-valuable-brands-2018/#96b24cc610c1\r\n\r\nKey statistic: 500,000 global brands in existence https://www.inc.com/encyclopedia/brands-and-brand-names.html\r\n\r\nThe book Story Wars, by Jonah Sachs http://www.jonahsachs.com/books-1\r\n\r\nThe book Zero To One, by Peter Thiel...","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/0cac8944-14c5-4968-9e35-81c2d9223bd9/VpWbFk__4M_L7FoBCamexyog.jpg"}