JP Hanson - From business to brand strategy

Let's talk branding - A podcast by Stef Hamerlinck

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JP Hanson is the chief executive for international consultancy Rouser, a globally recognized authority on business and marketing strategy, columnist for MarketingWeek and a popular headline speaker. He has delivered keynotes at events all over the world, from Reykjavik to Mumbai and London to Dubai, always with an entertainingly no-nonsense approach. Both a marketer and a lawyer, he is known for his firm belief in critical thinking, observable evidence and complete freedom from hype.We talk about:The Rouser manifestoPositioning vs DistinctivenessLong term vs Short term brand buildingThe definition of brandingTactics vs StrategyHow to understand business strategyThe hierarchy of business, marketing and brand strategyThe Dove 'real beauty'  campaignBrand purpose as management toolThe four 'P's by KotlerPositioning as a 'timesaver' instead of a marketing toolThere is a bunch of booktips throughout the episode:How brands grow by Byron SharpBuilding Distinctive assets by Jenni RomaniukEat your greens by Wiemer Snijders Good strategy, bad strategy by Richard RumeltThe Halo effect  by Phil RosenzweigThe long and short of it by Peter Field and Les BinetThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com