Ad man turned brand coach, Ted Matthews is on a mission to help companies large and small (re)connect with the idea that “Brand” is NOT the logo. It’s what people think of you.
In this 20 minute interview, Ted and Chris discuss:
2:05 The number one rule of branding
4:20 The role of the entrepreneur in branding
5:00 The problem with business schools when it comes to branding
8:10 The “risk” of focusing on a hyper-narrow market
10:10 Who’s the “CBO” at your company?
10:58 Why “Fresh” is better than “New”
11:53 Focus on Evolution, not Revolution
14:50 Where the brand responsibility REALLY lies
17:25 Why Brand is crucial to recruiting the next generation