brand development: it's development: it's more than you think han ...

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ation of things to have when you're working in a business. 2. Development: It's more than you think where I wouldn't say g I've possibly can knows everything.
Brand Development: It’s more than you think

BRAND DEVELOPMENT: IT’S MORE THAN YOU THINK Nic: It’s absolutely great to have Glen Campbell here. Glen has an extensive background in branding, business development, and that’s just scratching the surface given all the experience he’s had. I invited Glen to this interview because I really want to unpack what he has for you about branding and how important it is. A lot of my assumptions about branding have turned out to be flawed, Glen has help me correct these ideas and understand a lot more about how important branding is for or business. Glen I'll get you to start by explaining your background and what your business is today. Glen: I did a commerce degree and a major in Marketing and Psychology and came out feeling as if I knew everything,, and soon learned that wasn’t the case case. I started in an advertising agency straight out of university. The he great thing was I didn’t know what I didn’t know. On the other hand, when I look back after 25 years of experience and based on my understanding of branding now and how it works, I must say I made a hell of a lot of expensive mistakes, and not with my money. Through the years I worked on my own business and then worked with the company called Clemenger / BBDO. I worked there for 5 years on some really magnificent businesses business like Channel 7, one of the leading networks in Australia. I also worked on Mercedes Benz, Benz Ingham’s Chicken, which is a massive convenience foods supplier. I also worked on Dream World and a whole host of others where I got a substantial amount of experience. I started to really get some clarity because I was working on these businesses. It was important that we succeeded for them because they were spending a lot of money with us. us I was also working with a group of people that were highly intelligent and knowledgeable. I then moved from Brisbane to Sydney and worked with an advertising agency called Saatchi and Saatchi. At that time Saatchi and Saatchi in Sydney was probably one of the foremost agencies on the planet. My role was to look after the Toyota moto motor vehicles business in Australia, which was a formidable task I must say, and it scared the hell out of me. The stakes were high and the client was demanding and the e agency was demanding. I really moved up to a new level, and in that time we were fortunate to take that brand from a number 3position position in Australia to number 1. So it wasn’t all just talk, platitudes and false promises. We delivered on what we said with the client’s magnificent ficent help and great products. You can also gauge your success to some degree and by the quality of the creative work that you produce, and to that extent we won a stack of international awards. But more important than that, we won the greatest of all awards which was that we helped the client to sell a whole lot more ca cars. Helping them sell more cars was our job and so that’s the most satisfying of all. So from there, I worked with a number of other agencies over a period of 25 years and in the last 10 years of my time I was working as a chief executive of some of the great advertising tising agencies in this country, such as Ideaworks and Love Communication Communications. In that time you get to a point where after 25 years you get an understanding of this business that you’re in. Malcolm Gladwell said in his book Outliers, that you can’t call yourself an expert until you’ve got about 10,000 hours of hard workin working the trenches, overcoming all the issues that you need to overcome to get clarity about what you doing.

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Brand Development: It’s more than you think

Well now in my time I’m well and truly over 50,000 hours. So I am at a point where I wouldn’t say I’m not learning anymore,, because of course I’m still learning everything g I’ve possibly can because we’re re talking about the human mind and human behavior and nobody knows everything about that. I did experience a moment that was sort of like a mini-branding epiphany where the penny just dropped, and I said to myself, “Well hold on a minute, there is a massive difference between this idea of branding and marketing marketing. There is a big difference between a brand and a business, and there are a lot of businesses out there that think they're brands and they’re not.“ After all that time I got to a point where I became disenchanted with advertis advertising ing because really it’s one discipline inside a mix of disciplines that you need to create a bran brand d and to understand how you can influence a brand. I felt that the advertising agency model went through a time that was great, and then it evolved into its current form were I feel it’s not as impactful and not as relevant as it used to be; and a certainly not as influential,, which I think is a really important point. You ou know I was a CEO of an agency where I would estimate that my ability to influence my clients was dramatically reduce reduced. I’d probably have one effective hour a day actually adding value to a client'ss business. Now for someone of my experience,, that wasn’t a very good use of my time. So I decided that it was time to leave and move on to working for myself, myself and this is where I came up with the idea of my current business, which is called Brandheart. The other key reason I wanted to make this change was because I wasn’t working with wit the right people and I didn’t feel we were doing what I felt was the right kind of work.. We weren’t achieving the kind of results that I felt were worth the money that we were re being paid. I found that there was too much jargon jargon, too many platitudes, and too oo much fluffiness for me. I’m a ‘straight talking, let’s get to it’ kind of guy and I wasn’t being able to do that in the agencies, so I was ineffective. Starting tarting with Brand Heart allowed me to do a couple of things. First it allowed me to circumvent the massive amount of time and process that it takes to get into a business and help a business owner or leader to develop their business, and to be more impactful ful and effectual because I’m working with the leader. Second, I always wanted to work with people that I like liked and I’m doing that now. I’m working workin with the leaders of business and I’m able to move through what I believe is a very robust improvement processs to help them actually build a brand and get results. For me, the two key criteria for results are building the reputation of that business so that they can deeply and emotionally ly connect with the constituencie constituencies s and to generate more revenue. Nic: The key thing here at influence facult faculty is that we want to maximize people’s ability to influence others for a powerful positive impact that brings reward and legacy.. Your You entire career represents this aim, and has flourished to the point where now you're probably doing the best work that you ever done,, and your work has ripple effects right through the businesses your now working with. Is that how you would summarize where you’re up to? Glen: Yeah I think that’s a good observation Nic Nic. It really does come down to how you can use your skills and your experience to positively influence the people you work w with ith and get positive outcomes, and I felt elt that was being greatly diminished for me in the agencies. My M satisfaction was going significantly down.. I was disenchanted, I was dissatisfied, and was detaching and this is not a good combination of things to have when you’re working in a business.

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Brand Development: It’s more than you think

It would have been irresponsible of me to continue down that line and to do that work. I wouldn’t be helping my clients the way I wanted to. And I cclearly learly wasn’t feeling fulfilled. And so for me, moving in to the Brand Heart operat operation ion provided me a way to work directly with people, and a I can see the results more rapidly. important thing. With all due respect to agencies it all just takes too Speed to market is a really impo long. And you know most of these agencies get insights into what the issues are and the challenges are in clients' business and h how to build a brand very early, and nd then six or twelve months later they are still trying to get stuff produced produced, and this is far too long. Nic: My observation now, after we’ve done a few projects together, is that you’re a world leading branding magician. And I use that word magician becaus because from my perspective you’re you’ able to go in and rapidly turn something that’s ok ok, or maybe even going off the rails,, into a brand that is incredibly powerful. The he platform that you help people launch off is really quite incredible and you do it so quickly and so effectively effectively. In the past, we’ve talked about the procedures and internal process that agencies go through to produce a document for clients that is textbook thick. And by working in agencies for 25 years, you’ve been through all of those processes processes, and now you’ve distilled lled all your knowledge and experience into the Brandheart process. Glen: Itt is a process and I think you have to follow a process. So iit’s t’s all well and good to be shooting off the hip about this stuff and piece stuff together and hope that if you put it out ou to market that it’s going to work. I believe there are some people who are successful when they do that, but I would say it’s a rarity. I believe you do need to follow a process, and the process I’ve developed is a combination of things that I’ve learned over 25 years working with some of the biggest agency groups on the planet. I’ve worked in Australia, the UK in London, the US in New York and Chicago, and in Singapore and Hong Kong. I’ve worked in all these different countries and so I understand understan the way they go about doing their business and I’ve had a really close look at what’s working and what’s not working, and nd what’s mediocre and what’s brilliant. And so out of all the sort of processes that I’ve been exp exposed osed to over the years I’ve pulled out the really best stuff ff and put it together in the way that it makes absolute ssense ense in a way that’s not overwhelming or verbose. And also having gone through the process it doesn’t take you to a point where you got this tome or brand bible. You know really for me the key elements of the stuff that I turned out are on two pieces of paper, two pages of paper. And if a brand if you can summarize in a brand in that way and believe me the sort of key elements of a brand is really clarity a and focus. And we’ll talk about what I believe a brand is in a minute but clarity and focus is really what it’s all about. And there’s many people in business who you know potentially you know listen to their friends or their relatives or listen to other pe people. ople. And everybody is got an idea of what they should be doing. It can become very confusing. You know I have a friend of mine recently who he’s just started a business and it is the, it is a premium business in this country in Australia. And you know he’s he’ setting up himself up as a premium brand and interestingly enough he’s a mate of mine and we get together after the gym and we have a coffee and have a chat and I’ve just asking questions like you know so. What are your thoughts hts about how yo you want this brand rand to be portrayed? You know what do you want people to think and feel and what kind of interaction or connection do you want and you

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Brand Development: It’s more than you think

know how are you going to support that with a product or a service that is consistently world class quality if not better? And every time he answered the question I got a different answer. And so after 2 or 3 times of that I said and you know he even admitted to me where he said I’m listening to a lot of people and a lot of you know CEO’s and all sorts of these people have got various ideas eas about how I should position this business. And I said well look maybe we should sit down and just take you through a process let’s see if we can clarify this. And really get an understanding of what this thing is gonna stand for and what your promise is gonna be. You know what your position is gonna be, what your stake in the ground is gonna be that is absolutely different to everybody else and is relevant and is even more relevant to every else. And also that it’s gonna be a promise that you can keep consistently, you cannot let yourself down. I mean you don’t make promises not keep them. So you know that’s one of the biggest issues in business these days is business is a making promises that they they're just not equipped to keep because they are internal organization is all not on the same in harmony or in alignment with what that promises is. So you know when you go up to Mahogany row and you see you know the executives and the marketing guys and the CEO and all business leaders you know say saying ing this we gotta get out there and promise this. And they push the envelope too far that they find you know they get to a point where they say we have to say these things. Because if we don’t say this things we can’t compete but what happens is they figure figur out what’s going on downstairs in their organ organization and what happens to the client or customer facing level. So if the customer is not getting the experience that is promised then you got this massive disconnect between the brand promise and the custome customerr experience and guess what that leads to, customers walking away and never coming back. Because there’s plenty of other competitors in line who are willing to pick up the slot of that somebody that walks away. So you know I sort of think that businesses have the tendency to not win customers so much is loose them. And when they they're losing them all the time I mean that’s not the, you know that’s not the whole mark of a great brand is it. Now great brands make promises and here’s my definition of a great br brand and which I think is really important. Great brands elicit powerful positive emotional responses. So you know think about this you know Nic if you come into contact with somebody and that person walks away going I really like that guy he said he was gonna do something he did it and he did more than I expected. I was surprised. I was excited by what he was telling me. I’m excited that a prospect of what I gonna get. I’m excited that what I’ve got every time I come into contact with this guy it’s a great experience erience that person is emotionally engage engaged with you aren’t they. So you know in my opinion that makes you a pretty powerful brand. Because if you can do that consistently and in a way that people just keep coming back and they’re emotionally engaged.. So m much uch so that they don’t wanna talk to anybody else they’re not interested right? They’re bonded to you they’re loyal they are engaged and they are loyal. Because you just keep making promises that you keep. And so therefore in my opinion if Nic L Lucas does that and if you know Influence Faculty aculty does that then what you gonna have on your hands there is a powerful brand. Now there’s another part of this that I think is worth talking about because brands are fluid. So they can grow and or diminish based on people'ss understanding of them.

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Brand Development: It’s more than you think

So brands that are not understood have no power, they’re not brands. Brands that are well understood and consistently understood both internally inside the organization so your staff they all get it what you intend and what you’re putting your attention to to.. And if your external audience gets it as well and everybody is in alignment you’ve got a powerful brand. And so you know you’ve got organizations now in this country in Australia aligned let me tell you one statistic that is absolutely staggering really really.. 40% of all employees in Australia are either suffering stress or anxiety in the workplace. So the byproduct of that is you have this thing called presentism and that is people are so stressed that they’re actually they’re at work but they’re not working. Or you have this other thing called absenteeism. And so that’s just people taking time off work and saying I just can’t face this place today. Or you have people in the organization who are just disgruntled and detached so therefore when the organization m makes akes a promise and the promise is not shared and or embraced by these people underneath they’re actually suffering stress and anxiety. Then guess what’s gonna happen to the consumer intera interaction ction it’s not gonna be good is it? i So you know you can name a whole e host of financial institutions or Telco’s or you know even businesses down the road there are high street business you know where it could be a butcher or someone. And that butcher is sort of not keeping his promise. He’s not selling the kind of meat that th he reckons he'ss selling. So you know this stuff applies to every business and when this you know when you have this stress and anxiety inside the organization that’s where you have that detachment or that break isn’t it between the promise and the exper experience. And you know I call these brands by the way, this his sounds pretty harsh but these brands that make these kinds of promises and you don’t experience what they are offering in a way that they said they would or if not better then I call them liar brand brands. They’re lying. They're telling us lies. And you know consumers are so savvy the these days they get this stuff and it only needs to happen once. And so I have one bad interaction then what happens is I detached I moved on to somebody else but I moved on to somebody else with a great deal of sort of caution. And also what happens is if the experience pretty bad I tell my friends and you know in the old days before you know the internet my friends was you know we use to have this formula. And my friends was I’d d tell you know 11 people that I have a bad experience now you tell one person on facebook and they can tell thousands and this can destroy a business kind of. Nic: Absolutely. Yeah. Yeah yeah. Well we can hear you talking about it, the passion that you have for this is so refreshing because at this point in your career you’ you’re re powering really powering and that’s obvious. So what is it that really keeps you in this p personally ersonally for you as your brand? Glen: What keeps me in it? I really think that it’s the ab ability ility to be able to work with people that I like, to work on businesses that I’m inspired by and that motivate me. And you know there’s so many people out there you know who have got great business ideas and they’re struggling to be able to take them to market. And some of these ideas that I come across are just really good for other people and the planet. And so therefore you look at it and you go this is fantastic I wanna help you to take this to the market and I wanna help you to be successful. Because if you’re successful then a lot of good is gonna come from this. A lot of people are gonna be you know a benefit from this greatly. So they are the kind of businesses I like to work on, right now I seem to be specializing in startups. So you know people wh who o got just an idea and they’re saying help me to pull p this

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Brand Development: It’s more than you think

together and while these people again you know I mean they and so they should by the way they listened to a lot of people. They you know they get ideas from friends and family and all sorts of people and you know I would recommend people do that. You know it’s trying to feel to throw all this stuff but at the end of the day I think you’ve got to find somebody who’s really good of what they do. You know somebody who has the experience, has the knowledge, has been in the trenches under fire and has worked it out. You know what works and what doesn’t work. And even you know I must say there’s even a lot of people out there who has sort of done a bit of work, have a few mind of successes, write a few books, and put themselves up as a next marketing messiah. And I got all the solutions to your problems. And you know unfortunately a lot of this small business people link up with people like that as well and I have a bad experience. I pay a lot of money oney and I don’t get much. So even these people at say they’re experts you know there’s traps for young players in there as well. So you got to be careful you got a sort of you know as I say with a lot of people in the marketing business or in the brandin branding g business it’s you know its caveat emptor. You know let the buyer beware. Make sure you're working with the right person who really knows and understands. And if you get the sense that you’re not you know move on quickly and find somebody who can help you. yo But I would recommend that people do find somebody who’s an expert. And so back to your question the important thing I think that really sort of turns me on is the ability to help that person take an idea turn it into something that is powerful. Turn it into something that is going to resonate both inte internally rnally and externally and turn it into something that is going to turn from this sort of internal of an idea into a brand that has power. Into a brand that can deeply connect with its audiences, into a bra brand nd that can provide a service or a product that delivers or over delivers on its promise. And when you’ve got that and you’ve got that consistently then you got something that is in my opinion a brand. And you know it’s not a business, brands connect brand brands s emotionally compel businesses don’t. So you know the short hand version of this is brands are really concerned with customers and with the well being of customers and doing for that customer something extraordinary. Businesses are really interested in tthe profit. So one is in the emotional connectivity business and one is in the transaction business, big difference between the two. Nic: And you can feel it when you going to a business you know immediately which one of those they are. Glen: There you do. Nic: Did you feel it? Glen: There you do. Nic: That’s the whole point. Glen: And you know one of my filters is I won’t work with people who are in the transaction business. Because they don’t have the heart for their customers you know that this thing that I called brand pulse. It’s one makes your heart beat the strongest. And if I find what you know the person I’m about to work with, what makes their heart beat the strongest, is to make as much money as they possibly can then I detached.

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Brand Development: It’s more than you think

Because that’s not what Brand Heart is all about and that’s not what brands are all about really. Brands are about you know Synovate did this research several years ago. They wanted to understand why the most successful businesses on the planet was so successful. And what they found out was that the emotional drive is in connectors outweigh the rational by a factor of 5 to 3. So do you need both? Yes you do. These things are not mutually exclusive you need emotional connectivity and you need to be a able deliver on a rational promise. You got to have both. But one definitely comes before the other you emotionally connect first and then you follow up with substance that surprises and continuous to engage even more, that’s the difference isn’t it. Nic: So o well there’s actually that leads me to a question that I think we've planned for later. It feeds it nicely and that is I’d heard people say around the traps that you know its 10% product to 90% marketing. You know as long as you got marketing, marketing, marketing, marketing then you gonna be fine that’s what you should be doing. How do you respond to an idea like that? Where does that fit in to how you see the way a brand moving forward? Glen: Well yeah I mean I don’t know where that comes from it’s an iinteresting nteresting idea. I cannot say I really agree with that you know and I can understand why people would say that. But you know if you look at marketing the way marketing is structured you know let me start by this. The difference between branding and market marketing ing in my opinion is that branding is this whole idea of developing a process that helps you to emotionally engage with you your internal and external audiences. Marketing is a process that helps you to take a product to market. So you know if you are to look at the textbook definition of marketing it’s not product and marketing. Because product is actually a part of marketing, so marketing is this process that will take you through a series of disciplines to help you to understand the market to create a brand positioning and then to develop this market go tto market plans. And that’s fine. The he difference between marketing and branding while it may seem like a slight distinction is the difference between a business and a brand. It’s quite similar you know I mean to me marketing is a little more transactional in its approach and it’s lacking the heart for me. For branding I believe it’s all about heart, it’s all about this idea of emotional connectivity. I think about it this way Nic because you know we’re dealing with people here I mean really we wanna connect with people. People are fundamentally big bags of emotional energy. What we do is almost everything we do in terms of our behavior is react to some form of stimulus. So you know Daniel Goleman in his book said id that you know all impulses are just stimulus to before action. And so we have a tendency to react emotionally to emotional stimulus. And you know the same can be said for purchasing you know the way you purchase is most people I would say purchase emoti emotionally onally and then substantiate the purchase in rational terms. So you know I’ve got a great story for you. When I started working with Clemenger to see Clemenger at that time John Guncy a lovely man God bless him he’s gone now. On my first day in that agency he took me up into his corner office and he sat me down and he looked at me he said so bud we used to call everybody bud. So bud how do you think this business works? And I said well you know I don’t know he told me John and John said the way this business works is that we need to emotionally engage people. So that’s why we create communications with humor or some form of emotional stimulus trying to just some form emotional driver. So you know it could be humor which is a good one, you know one of the most st popular or it could be sex appeal all those kinds of things. But you know or it could be family or it could be you know whatever that sort of gets emotional reaction from somebody when they see or sense the communication.

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Brand Development: It’s more than you think

So John said to me you know thi this s business is all about emotional connectivity let me tell you the stories, Come over here so he took me over to the window and we look looked down and there’s his car and he said see that car down there that Mercedes Benz and I said yes. And he said that Mercedes des Benz you know you wanna know why I bought that car and I said tell me John. And he said I bought that car because it’s got the finest in German engineering because it’s got a safety cell that is you know that will protect me, it’s got crumpled sounds. You know it’s got a seven speaker those sound system you know it’s got side intrusion beams it’s got ABS breaking. break It’s got more shoulder rev head room leg room it’s got more boot space. It’s got this beautifully handcrafted hand stitch leather and he just went on and on. And I look at him and said wow that’s amazing John and he said you think I bought the car for that reason I said be on sounds plausible and he said no. I didn’t buy the car for that reason at all. He said I bought the car because when I drive down the street people look at me and I know that I’m successful. I bought the car because it fulfills my iidea dea of my status and my understanding of what success is. I look good in that car Glen.. He said all that stuff I just told you I read in the brochure after I bought the car. And I tell people that because I don’t want them to think I’m stupid you know. Now that was a great story but the story exemplifies the people fundamentally purchase almost everything inside an emotional context. So we emotionally connect with products and services. So much so that it’s obsessive. I mean if you look at great brands on the planet like you know let’s take the example everybody likes to use let’s talk about Apple for a minute. Nic: I’d love you to talkk about that. Glen: Yeah. So you look at Apple you know in the Steve Jobs era. He developed this brand and it is a brand in fact it’s the number one brand on the planet my opinion where he’s got products and services that are not as good as the competition competition.. And if you look at the products now there are better products outt there than the Apple tablet there are better products out there than the Apple iPhone. But why is it that these guys keep turning over about twelve eleven or twelve billion dollars every quarter? Why they do keep leading the market? Well it’s because people are emotionally connected to that brand so much so that they don’t even else what the price is for the products that they purchasing. People don’t care about the price. The price is wa way y down the list. So when you’ve got a brand then you can fairly and equitably ask for the price that you believe that brand is worth and not have to discount it. I mean if you ever seen Apple have the sale? And the financial year sale or a roll out run out product sale or discounted buy one get one free or you know. Have you ever seen Apple say you know you can buy our products and we’ll do 5 year terms no interest nothing down? I can’tt remember, this brand doesn’t do this. They don’t need to. You know when Steve Jobs launched the iPad2 our store here in Sydney in George St. there was people lining out outside that store for 72 hours. And a massive line now think about this, there’s a people lining up to get their iPad2, it’s not the iPad1. So were talking about bout a line extension product here were talking about the same product with a few extra features. People are lining up because they want this product. And people are standing outside the store watching the people line up going wow what the hell is going on in Apple this is amazing.

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Brand Development: It’s more than you think

And so I went down that line and I just ask a few questions and I said so what’s going on. What’s the big event? And I said the iPad2 is coming out you know it’s been announced. And there’s another point. Steve Jobs didn’t create an advertising campaign which is traditional to launch a new product. He made an announcement. I mean he put out a press release and said hey guys the iPad2 is coming out. And so what happens is the media of the world go the iPad2 coming out and so like good g little you know chief really everybody is talking about the iPad2. So he’s already got millions of dollars worth of publicity before the prior comes out. He’s got a line of people that I walk down and ask them what it was all about they knew exactly wh what it was all about. I asked them what the iPad2 cost, what the price it was I’d say 85% of people didn’t know, they didn’t care they just wanted it. I’ve got to have that product. I’m going to have it. I’m gonna be one of the first. And so anyway the sto store re opens. The product launches. There’s a media throng down there all the media magazine, print, press, radio, TV, they’re all there. And the store gets crowded goes ballistic goes crazy everybody goes in there and buys their iPad2 and its magnificent. And then the guy who was the first to buy the iPad2 walks out the door and this is his five minutes of fame really. Now think about this. This brand has got so much emotional connectivity that people don’t care what it cost. People got to have e but even know it’s an inferior and the media is there covering the whole event. So that particular night I go home and watch TV and on the channel 9 news first story in the first break of the 6pm news bulletin is Peter Harvey one of the preeminent journa journalist list political journalist in this country doing a live across from the store. So this is more free publicity it’s millions and millions and millions of dollars worth of the publicity. So anyway 2 weeks later the first time Steve Jobs has to do some adverti advertising sing is he goes out there and tells people that he apologizes because he’s running out of stock. And that his first piece of advertising the demand for this product is so big globally they run out of stock and I apologize to all of you and I promise you, yyou’ll get your iPad2. Now isn’t this a brand? I mean wouldn’t you want don’t you aspire to have you know your business to be treated like this and have this kind of level of emotional engagement and contact. Nic: So given that because that is a great exam example ple we look at that I look at that and I think ok so Apple that’s Apple for me and with what I’m doing and for the people listening to this with that they’re doing. How can they emulate or even begin to have the same sort of success within their sphere within hin their business to say it is a small consulting firm to say it is a plastic surgeon just say it is the café. How do they do that and what kind of examples can you give us of where those same things apply and the same results happen. Glen: Well the same things do apply I mean business like Apple I mean they started in the garage as well didn’t they? And so we all start someway. And we all start I believe with the same tools and the same intellect and the same knowledge and all that sort of stuff. And so you y know to me it’s like it’s not where you start or where you are on this continuum of success. It’s how you go about doing it. So this idea of developing a brand to me is really there’s a lot to it and it’s not an easy thing to just sort of talk about it but I’ll talk about it in more general terms so for me it’s like what’s my promise? If I’m gonna have a brand then what promise am I going to make to whoever it is that is my target market. And what is it about that promise that differentiates me and make makes s me more relevant to them? So what’s different for a start? What makes me unique in what I do? And then what is it that I can deliver and deliver consistently and consistently to a level that is going to match that promise? www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

So you know we get back to tha thatt you and me example where you know if you ask me to do something that if I make a promise to you Nic and I say this is what I’m gonna do for you. And I deliver on that promise and or over deliver then you’re gonna look at me with different eyes to somebodyy who made a promise to you and then two days after I said II'd do it. You ring me up and say oh Glen you said you do that by this day well I’m been busy and I’ve had all sorts of other things to do. And I start rolling out excuses or what I do is I deliver delive what I promise you on time but in a very poor quality. So either way you gonna look at me and you gonna say it’s not good enough. And so therefore I’m wondering whether I’ll ever ask you to do something for me again Glen. So if you wanna simple sort of version of what any kind of business large small or a one man operation it doesn’t really matter. r. If you want to be a powerful brand then you’ve got to elicit these powerful positive emotions. And you’ve got to consistently keep that which is not an easy thing to do. So this idea of developing a brand is not hey let’s just build ourselves a brand then now ow let’s take that one off we've done that let’s move on. Well actually no it doesn’t work like this. This is a constant vigilant sort of working progress thing hing because we are dealing with people. And we want to have those people let engage with us and those people that are experienced have the experience with us to be so powerful that they’re willing to pay and keep coming back. So if you’re running a small consultancy or if you’re running a butcher shop or if you’re running a you know a sandwich of it doesn’t matter. If you promise that you gonna deliver something and you gonna deliver something unique and extraordinary that people that you have found out tthat hat people will really like and need. And sometimes you found out that they don’t even need it but they’ll like it. I mean Steve Jobs didn’t find out that from group discussions that people wanted an iPad. You know he wasn’t a believer and that kind of re research search neither am I. You know you go after customers and ask them what they want and then you give it to him no I’m sorry I don’t believe in that at all. I mean there’s a lot of marketing experts and gurus out there who say find out what your customers wants and give it to them. Well no I would say find out what your customer doesn’t want but needs. Because most of them don’tt even know what they want but when you tried out an iPad that fits into somebody’s lifestyle brilliantly lliantly then you know people didn’t even know they wanted an iPad but did they buy it. Did they find a place for it in their lives? You bet they did. So this is his kind of thing that we’re looking for. So you know find out what they want and then move itt on a couple of notches from that into a point where they get surprise surprised d. So we want emotional content here. We want surprise. We want to live. We want love. You know a lot of people talk about love brands. But to me this is what really great brands are all about people love their brands. And people will have a, you know a sort of portfolio of a couple of brands that they love and that are exclusive. If I can’t buy that they won’t buy it, they’ll wait. So you know I have friends who ride Harley Davidson motorcycles. You tell these guys that they should buy a Japanese motorcycle. Its heresy really it’s heresy. They are weighted to that brand. They have bonded to that brand. They love that brand, more than anyt anything. hing. They would not betray that brand. Will they go buy a Japanese motorcycle but not on your life. So you trying to explain to them the benefits of you know German motorcycle or Japanese motorcycle or something else. They’re not listening.

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Brand Development: It’s more than you think

They’re not interested. nterested. Because they love that brand and they’re very loyal to that brand. Now you know with all due respect to Harley Davidson they are not the best engineer engineered product on the market. They’re not. But why is it then that people love this brand to a poin pointt where they’re obsessive about it. And to a point where they’re so emotionally engage engaged that if you say something negative about it they take it personally. This is the kind of brand that we’re looking to produce. So you know the reason Harley Davidson have ve done that just for many reason you know they have a heritage. Their brand doesn’t stand for outstanding motorcycles. You know what their brands stand for is freedom. It’s really quite amazing. I mean this brand is about I saw the great piece of advertis advertising ing of the Harley Davidson. Where you just see this shot of this wide open roads somewhere in America and its just big long straight highway. And you see this tiny little inch of the bike it can’t even see the bike really. You can’t see the features of bike bik or what it’s look like. You just get the sense that this guys out on the road riding and is free. And the headline said something like somewhere at thirty thousand feet somebody sitting in the small chair eating a small pack of peanuts. You know I mean would you rather be cramped up eating a small pack of peanuts or would you rather be out there on the Harley riding and being free and detaching yourself from you know all this other stuff. So you know it’s not about the motorcycle it’s about freedom. And this is a way brands positioned this is the business they’re in. The business are in it’s actually not the motorcycle business it’s the freedom business. So therefore what these guys are doing is their promise really is not so much about the product is it. It’s about what the product can do for you in an emotional context or what the product this other brands out there that for example Disney is a great brand. Where you know if you look at what they do and what they’re in the business of doing it’s two co completely mpletely different things. So what they do is they have theme parks. They create movies. They have plush toys. You know they have games. They developed all these stuff. But it isn't the theme park business well they’re not. They’re in the happiness busine business. ss. So this guys what they’re deal is to you know their co-purpose purpose actually is to make people happy. So therefore every interaction with that brand whether it’s a theme heme park, or a movie or a plush toy or a game it doesn’t really matter. What they want is that person to feel happy at that interaction. Now that’s a big arse for this brand. And that been you know this brand is been on and off the rounds as well. They have grown and they’ve diminished, and they’ve grown and they’ve diminished. But generally speaking sp they are fulfilling that promise. You know Toyota is another great example where you still to look out what their business is and what they’re in the business of doing, what their brand promise is. Their business is to create design and manufacture motor vehicles isn’t it, or transportation some form of vehicle. I would say what their brand promise is, is kaizen. Now kaizen is a Japanese word for continuous improvement. So if you study that brand and you say what do you in the business of and let’ let’s s say we’re in the business of continuous improvement. But the way we do that is we manufacture motor vehicles, fantastic. You know Google they’re in the business of search engine, they’re in the search engine business. Or I wouldn’t say they are I would ssay ay that they are in the universal access business. So you know to me it’s like you gone to Google you can find anything. There it is, alright so it’s not about a search engine anymore it’s about I can just go there I can find it in an instant what I want every time. www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

So tome you know I think businesses it’s got to think about this sort of thing and think about it in an emotional context. What kind of emotional responses do we want from the people we are interacting with? h? And are those emotional responses primary, primary emotional responses not secondary? So what I mean by primary is you know excitement, love, joy these kinds of things. Other things that you know if I have an interaction with you Nic and the interaction is both enjoyable which means I like you and the interaction is both valuable as valuable as well. Because I walk away going this guy has given me insights into creating a blog or to creating influence or being a better speaker or positioning my Brand Hea Heart rt business in a better way. You know then en I’m gonna walk away going I really like it. I enjoyed it immensely because I like the guy. Likeability ability is a very important thing. And he gave me what I wanted and a whole lot more that I didn’t expect I would get. I’m a happy camper so therefore Nic Lucas and you know the Influence Faculty is powerful in my life. If somebody else turned up on my door and said I reckon I can teach you, you know influence better than Nic can teach I’m gonna say no. I’m actually not iinterested. nterested. I’m with him. Say you’re my brand. So you become my exclusive brand. I’m happy about that. So you know I think people are gonna start to think about it in that way that just shift away from the idea of profit for a while. Because if you think itt about this way. If somebody is emotionally engage engaged in your business to a point where you’re exclusive to them, don’t you just think the profit will come? I do and it does. Anymore question? Nic: Well I do. The question I have is because what you are desc describing ribing makes my head standup on it. Glen: Well that’s a good thing. That’s a nice emotional response. Nic: Yeah right it is. Because it’s so passionate and it’s so meaningful and I know that I’ve got exclusive brands that I love and will depend. Even if I know that they’re not performing the best they could even if the customer’s service was bad for some reason. I will defend it. I’ll make room for that to happen. Glen: It’s just on that point Nic, really great and powerful brands a brands that people forgive for as well, because that’s brand power. You know brands do make mistakes just like people. So you and I are mates. If you make a mistake I’ll know you so well that I’ll say Nic didn’t mean that. I know you didn’t mean that it’s just one of those things sso therefore let’s move on. And so brands are forgiven when they make mistakes and if they are powerful brands but the thing is you can’t make too many and you can’t make the same one too often. Because what people will do is go well you don’t care about me anymore. So you keep making the same mistake over and over that you and II’m sensing that I’m not important to you anymore. So therefore I’ve had enough for this and everybody has a different breaking point. Nic: It sounds like a relationship. Glen: Yeah well it’s the same. I mean in fact if you think about that and you said it kind of analogy all the time were I just say well you know if you want to be a brand that attracts people think about it in about you as an individual you’re the brand. Your target market is over the other side of the room and you want to attract that person. So therefore you start thinking about it in a more of a biological sense and more with human a sense of humanity around it which is what you really want to do. You know we used to do lots of

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Brand Development: It’s more than you think

exercises with brands like you know Walworth supermarkets that I worked on for 7 years and I lead that brand at an agency called Leo Burnett when I was there. And you know one of the first things we did when we started to get an understanding understandin of who this brand is, is we did this brand personification exercise. So were actually saying we want this brand to be more like a person. And if we want that what kind of person is this brand. Because people connect with people They connect better with people than they do inanimate objects. And even when people connect with inanimate objects like you know my friend and his Harley Davidson. Well he’s not connecting with the inanimate object. He’s actually connecting with the brand and what it stands for. So you know we used to do this exercise we would say if this brand was you know a car what kind of car would it be? If this brand was a celebrity, what kind of celebrity would it be? If this brand was a person you know is it male or female? What kind of ed education ucation does it have? What kind of upbringing is he have? What’s it look like? How does it dress? What fashion does it wear? What kind of products does it have that it likes? That it attaches its self too as brands? So you go through this whole exercise ca called lled brand personification and you develop this profile of what this brand looks like. And when you get a profile of the brand you say hmm. Now what kind of personality that this his brand’s got? Let’s define the personality trait or attributes that this brand has so we can know how to consistently speak and act with that personality. And then you walk over and you say well you know if this brand had values everybody has values of some kind or other. What would those values be? Where does this brand draw the line? li Where does it stand firm and say you know this is my point of view on that and you know I’ll live and die by this point of view? And so when you started to define you know the personality of this brand you start to profile it and give it a little bit of feel. You start to define the attributes and the core values the then you can sort of notch it up a little bit further and say what is it core purpose. What is it to raise on death trap? What is it reason for being? And many businesses can’t articulate this to you. They can’t say why I’m here. This is why I’m here. And if they do they go in to this long diatribe that is too complex and too unwieldy and you can’t remember it anyway. You know I spoke to you a moment ago about what the core purpose of Disney is is.. The core purpose is to make people happy. Now you know that’s it’s focused, it’s clear, it’s simple, it’s compelling and it’s probably never really going to be achieved. I mean they’re never really going to make everybody happy. What they really wanna do o is strive to do that. So this is something they continually strive for it’s a challenge that they continually have for. And they’re saying well you know if we had a happiness indicator on you know what Disneyland does for people then how can we make it e even ven better. How can we make the experiencing better. So people walk out of this place. You know the sign on in front of Disneyland is the happiest place on earth. That’s a big promise isn’t it? So when people go in there they are having expectation that I’m ’m going to experience happiness. So you better make me happy. You know I mean and they do in so many ways with their rides and their food I mean even the sweepers there. When people walk pass they say hello, good morning, how are you, you having a good da day? I mean it’s happy this is fantastic this place. So you started looking for that kind of clarity around the core purposes as well. And then the other thing you wanna focus on if you really starting to www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

look at beside the idea of you know what the fundamen fundamentals tals of developing a brand are. What are a people going to get out of it? What’s the benefit? I mean you know I use to have my client at Toyota a guy by the name of Bob Miller say to me what’s the rhythm? You know what’s in it for me? And you’ve got to work that out and you’ve got to be very clear about that with them. And that sort of benefit has got to be something as clearly defined as well. So this whole idea or going through this exercise is really getting an understanding of who am I and why am I here? You know two of the big fundamental questions that humanity has been asking itself at time in memorial. Who am I and why am I here? And most businesses most people little on those businesses are not clear on this stuff. You know I’ve been in meetings wher where e you know one of those speakers of that a business called the CEO institute in Australia. And I’m of the rank one of their top speakers. Now the CEO institute has this thing called syndicates and these syndicates are channel 15 CEO’s that together once a month are really talk about their business and you know try and help each other overcome challenges and you know trying glean insights so that were hope them to work in their business. And these things are highly beneficial to CEO’s, CEO’s talking to CEO’ CEO’s s or business leaders talking to business leaders. And they’re working to help each other and it’s sort of like a, you know it’s sort of like a star chamber. You know it goes on inside this syndicates stays in the syndicate. And it’s never talked about outside. Now I regularly go into this things and talk about brands and what branding is and you know I’m just help them understand the process and I ask them you know provocative questions like you know what’s your vision. What’s the vision for your busine business? ss? And I have a lot mostly CEO’s can’t tell me in one simple powerful compelling and inspiring statement. What the vision is for their business. Now this worries me a lot because you know businesses that are not visionary or people that are not visionary are people that are ruthless. So as I what are we doing we don’t really know where we going. We sort to heading somewhere usually us it’s you know business these days is obsessed with the next quarter. So what I’m obsessed about is making the numbers for the next quarter. And if you’re a public business it’s a more of an obsession because you got shareholders who are demanding dividends for the next quarter. So business is kind of the wrong way around isn’t it? I mean the dynamics of business these days is a wrong way around. They’re obsessed with the numbers and making revenue and hitting the sales targets and the revenue targets and the probability targets. They’ve forgotten about what it is that’s absolutely critical to get them there which is the customer customer.. Or if they haven’t forgotten about the customer, customer comes second, or third, or fourth or somewhere down the line. And so these kinds of things are powerful. You know this idea of vision is a really an interesting one. I don’t know whether you’ve re read ad the book Good to Great by Collins and parts you have of course you have. You know in n that book you would remember that they talk about the difference between visionary companies and companies that are not visionary. And they did this massive study on over a thousand companies over a massive period of time to sort of understand where ere the vision is actually important or it’s not important. Now they found it’s fundamentally important and that visionary companies outperformed the market buyer factor of 15 since 1926. Now if that’s not enough of a compelling reason to say we need to sit down and think about what the vision for this company is but I don’t know what it is. So when I'm talking those meetings to www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

these guys who are leading the ese businesses and this his brands about the importance of vision the importance of a core purpose the importance of values the importance of understanding what the personalities right through this organization are. And I get faces that are just staring back at me it worries me because what my view of that is even though your business maybe doing fairly well from a transactional perspective you maybe don’t have the full power of your brand. Nic: What’s the vision of Brand Heart your business? Glen: The vision of Brand Heart is to uplift lives by awakening potential. Nic: It’s beautiful. Glen: Yeah well it took me a while to get to that you know. And visions are not easy this way people I have travel with them because to come up with a statement like that. You know to uplift lives by awakening potential it’s not about me for a start, it’s about you. I mean so when I sit down with you, you Nic and I help you work on your business. I’m sitting there going what’s this guy got? And how can we uplift it to a point where it’s powerful stuff. ff. And how can we not have him heading off all over the place and stick to his nitty and keep to his strengths. And be clear about what he says about him so often make promises his gonna keep. And emotionally engage in a way this compelling so compelling a and nd deliver what you say you gonna deliver. So you know there’s a lot of work involved in getting that kind of clarity and there is a process. So you know I have a 3 step process in fact there’s probably a 4 step process that you know first thing is to understand what’s going on in your market. So whatever your market is you gonna have a market. You gonna have a category your working in. If it’ it’s personal development or if it’s influence inf or if it’s leadership or if it’s branding you know there’s a highly competitive world out there and you need to understand what’s going on. What are the dynamics of this category? And you need to understand what the insights are. You know business people eople don’t make decisions on information. They make decisions deci on insights. You know we live in a world we live in information society don’t we? I mean it’s easy to get your hands on information. It’s particularly easy and information everywhere and mostly online. Right, online these days is a new library isn’t it the super library so you can go and find anything. But my question is this. Just because it’s online doesn’t mean it's right. Well I think no I don’t think it is right. Mostly what you find is peop people’s le’s opinion. So you got to sort through this stuff and you could say well you know it's all information. But my question is, is it information or is it misinformation. You got to try and work around and grapple that out and determine and get enough of it to understand what the actual insights are. So when I look at a category or what the market context is, what I’m looking for is the insights around the company, the category, the consumer and the competitors. And I’m start looking at that and saying what are the drivers here and especially specially consumers. To me the first thing I say is what are the emotional drivers? What are the emotional connectors? So I think from an emotional perspective is what’s gonna have these people gravitate to me and wanna be a part of me so much so that they won’t let go. It’s gonna be hard to get rid of them.

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Brand Development: It’s more than you think

You know unless I absolutely don’t keep my promises and deliver rubbish. Nic: Well imagine just even on that question alone, what are the emotional drives of the people how do I activate them? When if you’re a parent and you work to think that way. If you have a paper run, if you’re a kid to trying to setup a business of washing cars and mowing lawns or if you are the CEO of a large company. Those questions alone would lead you to become so much more powerful. Glen: They would and I think you need to have you know you need to start to get an understanding of how the brain works really. Because this whole idea of conne connecting cting with people is really through this thing called the brai brain. n. You know a highly respective friend of mine once said to me and this is you Nic because I was talking to about the problem that I had right. And you said to me which was I thought was a very enlightening thing to say Glen you can’t deal with an emotionall problem with a rational solution. You’ve got to deal with the emotional problem with an emotional solution. And I thought you you're teaching me my own stuff here. It’s fantastic. You know I mean I loved it. And what I did was I went back and I dealt with tthat hat emotional problem in an emotional way. Guess what, solved. And of course you can’t battle one with the other. You know we live in an emotional world there has emotional drivers. So to understand how your market works and how do we emotionally engage you’d u’d sort of got to get to the fundamentals of what is emotionally compelling or is desired most. So you know I’m not sure what to be in your business you have to talk about it but you know there are some fundamental things that you will want to be able to know and understand and then be able to deal with. You know this idea of emotionally engaging from a brain perspective perspe I don’t know whether you read the book Brain Rules by John Medini you have, of course you have. You know I think we’ve even talk talked about it before. You know the fastest way to get brain to brain connection within individual is through laughter. And so therefore if you are in organization everybody’s laughing a lot it’s a good thing. Because you got something that’s very positive even resonating here between this people, we’re getting a harmony. And even you if you pull it down a little bit inside the smile. I mean the smile is the quickest way to create rapport with somebody in a positive way. So therefore you u know you start to look at those kinds of things and you say well how come we have a brand that’s smiles.. How can we develop a brand that smile smiles? ? How can we develop a brand that creates laughter in people’s lives? You know it was another study done by I think it was Yale where they talk about CEO CEOs s who are going interviewing for a job as a CEO. So I’m a former CEO I’m going ffor a job as a CEO. The CEOs s that inside the interview process with the individual or the panel that had that panel or that individual laughing more were the people are more successful. They were the guys who got the job. Because they were establishing brain to brain connections and this sort kind of emotionally compelling thing. Now they most of them wouldn’t be in the interview unless they have credentials anyway, unless they had the skill or the experience or the capability and the confidence to do what they needed to do. So what’s the differentiating point? Well the differentiating point was I emotionally connected with you guys. I was as smart enough to know that people emotionally connect through smiles or through some form of happiness and laughter is happiness. So therefore you know that’s the way they want

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Brand Development: It’s more than you think

they found a way to emotionally connect. And brands can do the same thing iit's s like what is it that is going to what does my caution need to be? What are the emotional drivers of my culture? And do they need to be to best connect with the emotional connectors of my consumers or my prospects? So if you start thinking about it in tha thatt way and then you know this idea of it’s all about product and marketing well it’s absolutely it’s not really. It’s all about connection and you develop a product that sort of sleep streams into and turbo chargers that emotional connection. Or you got something ething powerful and you got something goes well beyond this whole idea of transactions and you know transactional businesses to me a commodity businesses. So you going well beyond that and you elevating yourself up to something that is far more primal and important to people which is the idea of emotional engagement. And believe in me if you don’t deliver the product anyway people are going to disengage. They will you know when a couple is not working together anymore somebody’s getting lazy or they’re not doing what they suppose to do or they not delivering on you know what they first promised you know in the start of their relationship. Well people emotionally detached from that. They say well you’re not the person that I actually met what happened you gott lazy or you got tired or you focus focused on something else or whatever. So therefore I’m emotionally detaching now because we haven’t got the emotional and rational side working in harmony together. Nic: So you know in the context of all that which is a rea really lly deep examination of branding even though I know you going through the surface with what you know about it. There is definitely people out there I come across them all the time and years ago my misperception of a brand as well was the logo was what you call I guess the identity. So why is it that people have a perception given that you know the breadth th of what you just discussed what is it that people have a perception that brand is the logo, this what it looks like because that’s the massive discrepancy? Glen:: Yeah, yeah well but a brand is a logo. I mean if you go back to the initial days the early days I mean people branded their steer didn’t they. And what they did was they burnt that logo into the steer and guess what they are really saying. They branded that logo into the steer and said that’s steer is mine. I’ve branded that it’s mine. So you know we sort of still living in this fairly prehistoric view of what a brand is. You know a brand is not a logo.. A logo is a part of what a brand is. And in fact if you think about it this way a logo is a very short hand statement of what a brand promise is. So the logo is just you know an image or a symbol. Think about this way. So from the very early days of huma humanity nity we’re a race of people that really gravitated to an extol the virtues of symbolism. So you know that’s why we work and you know this stuff on the walls on the paintings and pictures and you know characters and all sorts of stuff have been a part of who wh we are as a human race forever. And so therefore now more than ever you know in this kind of complex cluttered world we live in symbols and iconography and icons are more important now than ever before. Because we’re we’ a short hand race of people aren’t we? I mean we don’tt really read that much anymore. We prefer to use audio, a visual media you know to get the point across and there’s a lot of reading that goes on. So you know people are looking for shorthand versions of everything. And a logo which I call an identity you know it’s not the brand. The logo is an identity of what your brand stands for. So it’s a symbol of the brand. And if the brand is a promise then that is a shor shortt hand version a version that www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

it snaps into your mind when you look at iitt and you go I know what the promise of that brand is and I know what they do. And I know what it feels like to be involved with that brand. So when somebody looks at the Apple with the bite out of it they know exactly what it is. Don’t they? They understa understand nd what that brand is immediately. And if they look at the Nike swoosh or the tick they understand what that brand stands for immediately and so on. I mean you know so this kind of iconography or symbols or logos if you want to call them that they are important ortant and I think they are important to get right. You know the problem again is that there are a lot of marketing gurus out there who will tell you that the logo is tto be on end all of everything. And so therefore they charge a lot of money for that stuf stuff. A lot of people get taken to the cleaners and that’s an unfortunate thing. I think logos you know my view is that logos are important and they do need to be right and may need to symbolize you know in many respects what this brand is promising. And there are lots of examples where they don’t. So this logo this Apple logo that Steve developed his marketing guy actually developed it for him. You know what they came about it. They had nothing to do with anything to do with computers had nothing to do with you know it’s just was his place that he use used to. If you read his biography I mean it was just his place that he use used to go to this Apple farm. And it was sort of the first symbol that came into his mind and he said what about an apple. Because I go up to that farm up there and spend time up there with my friends and hangout it’s a really cool place. So he just grab the symbol. And then what he did was and the reason why this symbol mean so much now is because the symbol is a representation of what this brand br actually stands for. So it’s a result of the communication, the meaning, the values, the purpose, the promise that you wrap around it. Isn’t it? And so therefore it can become a very powerful thing because people think visually and so they see that simple ple they go I know who that is I know what they stand for and I know what it’s like to interact with that brand. And it could be something that exemplifies the brand when the brand promise and it’s very linear in its approach. Were it could be something th that’s at’s quiet obtuse and you know something completely different. Now who would have thought an oil company would have a shell as a logo but when people see that you know that red and yellow shell everybody knows that it’s shell oil company. Everybody gets it. And you know truly great bran brands develop these symbols or these icons that really beautifully create this immediate understanding of what is they do what they stand for and how they go about doing it. And so therefore in my sense is a logo important, I think it is. Does it need to be expensive? I don’t think it does. You know I’m creating logos for clients now where we actually get the brief right and understand what we want this logo to achieve. Or whether we will just wanna go out there and produce something that is completely you know different to what’s in the cat category egory so it’ll stand out. And then my view is what we gonna wrap around this thing to give it meaning so that everybody understands what this sort of symbol or icon or mark or logo actually means. And you know another part of that that you’ll see out ther there e quiet often is people have this strap lines. Now the strap line really to me is something that you can have or not have depends on how you feel about it. But it’s just this again it’s something that is a short hand statement of my promise to you.

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Brand Development: It’s more than you think

Or the feeling that you’re going to have when you interact with my brand and so you know there’s manyy brands I’ve worked on who don’t have them and there’s brands that do have them. So you got to think about whether it’s relevant or important or whether it adds vvalue alue or whether it enhances the meaning or whether it’s you know not just a clever set of words or a piece of alliteration or something like that and you know who cares. Really it’s got to be a set of words that create help to create that aura or heighten that emotion or response. So what is it about this thing that is you know helps me to belong and be a part of it. So yeah I can understand people you know again. Nic: I think I’ve got outside of my business now I have to get my brand on and I get Glen: Well I got have a logo. Nic: Designer yeah. Glen: And you know I’ve been in meetings Nic with advertising professionals and clients on big pieces of business where they think that increasing the branding is increasing the size of the logo. We need to increase the branding so let’s make the logo bigger, well no. That doesn’t increase the branding of the business. What that increases is the visibility of the logo. So these are completely different things if you wanna increase the branding of your business increas increase e the emotion you know make the emotional connection deeper. Make it a deeper emotional connection. Make the price of disengagement too high emotionally. I can’t live without you. I got to have you in my life. I mean that’s the kind of brand that to me is increasing the branding increasing the emotional engagement around the brand is increase branding. And then all the things that you need to do to make that happen and as I’ve said you know I’m not divorcing product from that all the service from that. olutely fundamental but what I’m saying is what are the emotional connectors and drivers first Absolutely that are absolutely compelling to people. And then what’s the product and service that is going to absolutely go in there and fulfill that need or that desire or what are they don’t even know what I want yet but I’m gonna love. So you know how often have you been you know involved with brands where there’s an expectation of what you gonna get and then there’s only surprises. You do it yourself. I know you do it in your own business where you know you create content that is valuable for people and you give it to them. I mean that’s a very surprising thing to happen. You’re adding a lot of value to my life and you don’t want anything in return. I’m emotionally engaging ng for that. You know that’s a good thing. You know that’s why people have giveaways. You know I was just trying to connect you with this brand emotionally but with nothing you know obvious that is wanted in return. And you know even when brands do that w with ith the genuine and authentic view but I don’t want anything in return this is for you. Those brands kind a move up in emotional ladder again don’t they? Because people are smart enough out there you know consumers are smart enough to know that that’s your intent. You’re not trying to rip me off or you’re not trying suck me in you actually you trying to help me and I love that about you. So therefore that’s why I’m gonna gravitate more to you than someone else. So you know people need to think about you know w more about whether they wanna be a brand or a business. And we’ve talked about the differences between those two or whether they wanna be a brand or a commodity trader. www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

You know now I had a discussion with a CEO of a department store a major department store chain in this country recently. And he used to be a friend of mine and also a client of mine and he’s involved in this continual promotional, this continual promotional campaigns that are effectively about percent off or about special deals all the ttime. So you know he moves from one campaign to the next campaign to the next campaign to the next campaign. And the percentages just keep getting higher. And you got to ask yourself what’s going on here? What’s going on in my view is he is educating his cconsumers onsumers to only come into his product and purchase his products when there’s a high percentage off. So the problem is that last year the 25% off which really you know captivated people as being a great deal. Well this year the new 25% it’s got to be 35% o otherwise they’re hey’re not gonna respond. So what’s happening there is he’s treating himself like a commodity trader. He is being treated like a commodity trader by his customers who understand that the key most important thing in terms of their interaction with that brand is what price it is. And so therefore when you have brands that get themselves into that you know trading on price or you know there’s another major big box retailer in this country. And you know their approach to getting consumers is not around the brand promise emotionally cconnects. onnects. It’s around a financial terms. So while they sell a whole array of white goods and furniture and all sorts of electronics and all sorts of stuff you know I would say you know if you ask me what kind of business they’re in, are they a big box retailer iler that is has a variety of products no they’re not. They’re in they’re selling finance. So they’re in the financial services game because what they keep coming out with every campaign is 5 years no deposit no interest and low terms. And so I’m going you’re u’re not offering people with products. You’re offering people terms. So we just saying we can give it to you cheaper than everybody else. Now is that an emotional engagement? I think it’s not. I think it’s just people trying to go in there and save money money.. So you’ve got a brand there that you know my concern about that brand is that it’s gonna reach terminal velocity. It’s gonna get to the point where you know people are just saying well I can get all this stuff online for a whole lot cheaper and so why should ould I do that. Because at the end of the day you know you just selling this stuff you’re not selling me why I should engage with you. And so it becomes worrisome does doesn’t n’t it? And so my view is your business or yourself you don’t wanna be that kind of pers person. on. You don’t wanna be the kind of business or brand or person that has you know this thing about terminal velocities. So you know all I’m doing is rational propositions all the time. II’m ’m constantly pouring at you these rational propositions of financial price off or percentage off or you know this other thing that we used to bog off. You know bog off buy one get one free. Oh we got to do a bog off sale. Why would you do that? Why would you just give stuff away like that? Because what I’m instilling is yo you u know the knock on effect of this or the domino effect of this is my margins have been decreased. So therefore I haven’t got the money to spend on getting the best people. I haven’t got the money to spend on creating the best environment or experience. And d so those things are falling by the way side because I can’t afford to do it. So therefore I get caught in this sort of flat spin of just pushing my business on price which is absolutely terminal and I realize you, I said it all the time. Nic: So Glen when en people get referred to you what is the gossip on you? Why do they come to you? What are people talking about you behind your back? www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

Glen: I wish I really knew. You know I would hope that what people are thinking about me is that this guy has got a lot off experience. That he’s very clear about what he’s saying. That he’s got a track record of success that exemplifies that and that he’s an honorable man and that I cut through the jargon and then I cut through the platitudes. omises and get in there and do the work that needs to be done. And And I cut through the false promises do it in a way were you know the business can get clarity and focus and can engage with the marketing in emotionally compelling way. With the product or service that boxed that out and we get results. So the results to me remember we said this earlier the results to me are you know how can we increase the brand reputation or the connectivity brand reputation really is connectivity. And how can we do that in a way that provides us with the revenue that we desire. One comes before the other. Brand connectivity tivity and reputation first revenue slip streaming along behind. And do it in a way were it’s not complex it’s simple. Where it’s not slow it’s faster. You know speed to market we talk about this a bit earlier you know opportunities these days arising their thei head and dropping out of sight in a split second. So if you’ve got a business that is too complex or you know it’s too cumbersome and slow you gonna miss the opportunity. The opportunity is gonna be there somebody else is gonna grab it or it’s gonna be gone. And so you’ve got to have speed mark. You got to have the sort of flexibility to be able to move fast. And to capture this opportunities says it’s there. And so we sort of you know the way we work is we teach you know work with businesses to teach th them how to move faster. And in a way that doesn’t diminish quality. That doesn’t diminish their brand that doesn’t disallowed them from keeping that promise it so important to them. So you know how can we move faster? Keep the promise and do it in a way th that at you know really emotionally connects people. And how can we use things like symbols or words to enha enhance nce people’s understanding of what that promise is and why you should bother with this at all. And why we stand out why we’re unique? Why we’re important important? ? Why we’re relevant? You know how do we be important to people? So it’s a big question that everybody’s asking but nobody is really getting there in a way that they should be. So you know there’s a process there that underlies all that we were talking thi this s idea of you know market context and working on insights rather than information. But information gets you to the insights. And then we’re talking about what is this brand stand for? Who is it? Who am I? You know let’s get some you know self awareness an and d you know I always believe that leadership brands have massive self awareness and massive social awareness. So they know what’s going on. And then of course the next bit is well how do we actually take this thing to the market. Now what I do is I call thatt the market connection plan. So you got to develop a plan around the certain amount of things that I’ve just got to be right and they’ve got to be in harmony. You know in i the old days everybody would talk about the marketing mix. And it’s a, you know it’ss a product, price, promotion and people or whatever. You know that’s the four P’s. Well I actually believe there’s 7 P’s and you know those P’s it’s all well and good to create plans around the P’s. But that’s not the key into it actually. The key is to have h those P’s working in harmony. And when you have them working in harmony and at odds with each other or not one standing out there and sort of doesn’t belong over here. When you have those things working in harmony then what you do is you wrap around tthis his emotional context so that it becomes an emotional proposition as opposed to a rational one. www.influencefaculty.com/blog © 2013 Influence Faculty | All Rights Reserved

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Brand Development: It’s more than you think

And when you get all those things in alignment working, you know it’s something pretty powerful and that’s what I call a brand, certainly not a logo. Nic: Welll I mean it would seem then that your crusade if you wanna call it that is in alignment with your vision. Glen: Yeah it is. Nic: And it’s to help people and businesses develop a greater emotional connectivity with those around them. Glen: By awakening their ir potential. So you know to me if that’s the thing that I can do you know if I can do that and do it well. If I can live to that vision you know and that’s a vision it’s a big vision. And I’m not sure that I’ll ever achieve that vision but will I stop try trying no I won’t. So if I can uplift lives and by that I mean you know people personally and their businesses. And the people they come into contact with by awakening that potential that they have inside them and awakening potential is both inherent and lea learned rned through experience then you know we got something pretty powerful. And yeah so that is the crusade. The crusade is to uplift life really. You know if I look up the pulse my pulse and the pulse of Brand Heart then you know my personal pulse is uplift life. That’s my brand and my Brand Heart and the Brand Heart of Brand Heart is emotional connectivity. So that’s what that brand stand for. f So you know me and the brand my brand and the Brand Heart brand are actually in massive harmony together. And this is another thing Nic you know we need to talk about is that leaders need to have a personal brand. Because if the leader of an organization regardless of the size it doesn’t matter where it’s a startup or what it is. If the leader of that organization the person who’s the driving force behind that organization doesn’t have the sense of self and or best self. Th Then en how can they create a brand that’s in harmony with that best self? Because you got a lot of leaders out there saying one thing and they’re trying to force their brand to do something else. Or they’re acting in one way and they’re trying to get their bra brand nd to do something else. Now this of course doesn’t work, right? Because we know that organizational cultures are mostly designed through the influence the primary influence of the leader and this is in your game right. So if I’m going to effect an organization ation in a really positive way start the talk. Start with the leader. And have the leader get the sense of understanding of self and that’s why you and I collaborated on this stuff is. You know I believe that it’s absolutely fundamental for leaders or any business owner or you know somebody is a driving force behind the business to have a personal brand and that personal brand is really your best self and it’s like any brand as well you know it’s a continuum. So you know what we're trying do with the Bran Brand d Heart personal brand process is move from you know your current normal to your new normal. Your current normal is your current best self. You new normal is your new best self which requires you to improve and grow and develop. And then when you get to that new best self and that new best self is becomes an inherent part of you guess what we do. What’s the new best self? And so we need to move from that current normal of your best self as you are then to whatever new best normal is of your best self. So it’s ’s a constants soft of incremental change you know change of improvement around best self. But the fundamentals are better or who am I. I mean most people can't even answer that question.

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Brand Development: It’s more than you think

You know why am I here? Most people can’t answer that question. The vast majority this planet is struggling to know why it’s here. They don’t know the question. And you know they don’t know the answer sorry and we’re not been a CEO of an organization the last agency that I was a CEO of we had a 150 people. oing performance evaluations, the interviews was not to go through the whole And my way of doing interview process with the form. You know I used to leave that to my human resources director. What I used to do is sit down and say what do you stand for? What do you want? And when w we get beyond the I want a house and I want a new car and I want enough money to you know have more holidays. And we get beyond this superficial stuff and you say we understand you wanna left. But what do you really want for you and your life? People d don’t on’t know. So the whole idea of this personal brand process is to get clarity around this stuff and not to a key to what social convention is or what the celebrity out there is doing or you know whoever my hero is that I want to emulate. You can’t be them they are them that them is taken. So you’ve got to be you. And so to be the best you, you can possibly be requires a lot of introspection and thinking and they process. And a bit of work to make sure that you engage both your conscious and your sub conscious conscio minds to be in alignment around that. And once you have that then you start to live that. So that’s what that personal brand process all about. So for leaders isn’t just for anybody really to be able to get to self awareness and clarity of best self. To be able to do that is a very powerful thing. I mean you and I have done it haven’t we? Nic: Absolutely Glen: What did you think? Nic: Yeah absolutely transformative. Glen: Yeah Nic: Transformative because you know a lot of people thought know that their fu fullll of potential but they don’t know what that potential is. And they don’t know how to articulate it and then don’t know where to aim the arrow. Glen: Yeah Nic: And because they could aim that in multiple different directions and they probably knew if they aimed it A, B or C that they might have a good shot of hitting it but they just stand there and not knowing which way to shoo shoot it. And the process that I’ve been through with you the personal brand process gave me credible clarity around what it is that I should be doing. Not want to do should be doing you know I mean should is a powerful word but when it comes from you I mean it’s derived from you it sets about a should, I should be doing this, this thing. Glen: And you know I would even create a distinct distinction ion around that. You are doing this. So there’s a big difference not what I should be doing. It’s what I actually am doing. And you know you moved from I remember when we first started on your personal brand you said I’ve got pretty good clarity about you know what I am. And who I am and what I’m doing and what I’m here for? And then when we went through the process we found that you ar are e challenged on that clarity weren’t’t you? In fact you shifted from where you thought you where to where you actually really in the sort of depths of your soul. And your heart really wanted to be and what’s best for you. And we found that there was two very distinct places. So you know this is what this process can do.

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Brand Development: It’s more than you think

It can you know I’ve done this for many many people now an and d many business leaders. And I haven’t had one business leader who said to me it’s been a waste of my time. In fact I get the polarized opinion where I just sit there with their eyes open go wow. I for the first time in my life I actually have clarity. I have ave focus. I can answer those 2 questions. Who am I and why am I here? I can answer the questions around what constitutes my best self. You know when you are talking about your son Harley and you said you know Glen we really want to do one of this personal brands for Harley. Harley is 11 isn’t he? We really wanna do one of this personal brands for Harley. And we you know and we want you know I think you said to me I want Harley to have a super hero that he can aspire to and you know somebody he can look ou outt to and sort of emulate. And my response to that was, remember why we don’t just have Harley to be his own super hero. Why don’t we have Harley to develop himself in a way. And there’s not arrogance around in fact there’s humility to develop himself in a way where the most powerful person in his life is him. How could that be developing somebody who has that kind of internal certainty? And if she you know you think about idea of certainty everybody on the planet is looking for more security. They’re looking ing for more certainty from an external point of view while I hate to break it to them it’s not possible. There is no certainty. There is no security as we know looking at this sort of global financial crisis wherein there’s no security anywhere. There’s n no o security on jobs where we once thought there was. There’s no security in countries. There’s no security in economies. There’s no security on anything. So this concept is an illusion just as certainty is an illusion. The only thing that you can have that’ that’s s certain in your life is you. So therefore you know my sort of view organizations when I talk to them and also people is what you need to do is control the things that you can control and forget about the things that you can’t. I mean people on watching brief on a door of course and be aware so that you don’t find yourself caught out. But you know certainty you know you got organizations out there that are dealing with external uncertainty with internal uncertainty. So guess what’s gonna happ happen en is chaos isn’t it? I mean we’re internally uncertain about what we’re doing. And we trying to go out there and battle external uncertainty with internal uncertainty. Now my view is inside this process of being a brand or a business brand or a personal brand is get yourself internal certainty. So you know when you went through your personal brand process what you develop was massive internal certainty. You went I know who I am. So you gonna be better in business. You gonna be better for your family. You gonna be better in life. So therefore whatever happens out there it doesn’t really matter does it? Because there’s always Nic Lucas and Nic Lucas knows exactly who it is. So if the whole dynamic changes what Nic Lucas will do will go well I’ll find a way. Nic Lucas won’t be going well you know we will be ruined said hammer hands so let’s give up and lie down and you know die. No absolutely no. So you know it reminds me of the story that question that I was asked when I left Leo Burnett in Sydney. And I’ve been there for 9 years and had 9 years of massive success and of great enjoyment working with that agency really was just a fantastic time. And when I left the agency because I decided to move on ssomebody omebody said to me well Glen how you gonna go? go I mean how you gonna live. You know how you gonna move forward without Leo Burnett? And my answer was well I’m not leaving my brain behind. nd. You know I’m taking everything I knew and enjoyed and experienced and all the learning’s and the fun with me. And I’m gonna share that stuff with somebody else and learn even more.

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Brand Development: It’s more than you think

And so I think this idea of personal brand or a business brand provide provides s this massive or greater certainty around who you are. So whoever the politicians are whatever the political climate is, whatever the technological influence is, or sociological influence is or economic influence is does matter. Because what you’re going to do is you going to say well I’m clear about who I am what I’m good at and what I can offer. And I’m constantly evolving that all the time. So I will thrive in this environment. Nic: Glen we gonna have to wrap it up. If people wanna find out more about your process your Brand Heart process we’ll put a link underneath here for them to access to. But it’s BrandHeart.com.au and I know for a fact that there are some incredible resources that you developed. And spend a lot of time thinking about what to put iin n there for people to go and access them. I can actually go and I can register and I can download this for free and…. and….range range of things. Glen: There’s 3 case studies that I call my Brand Heart white papers so they can get those for free. And also I’m developing ing a blogs so there’s a number of you know small number this point because I’m not into massive amounts of outputs. What I do is I spend a lot of time thinking about abo what I wanna say and craft in a way that hopefully has meaning for people. And so there’s a blog there as well that people can look at. You know several videos and get something out of at as well. And so yeah I mean brandheart.com.au is where they can go and where they can have a bit of look around or they can just contact me through you Nic. Nic: Yeah absolutely. And look and Influence Faculty I mean a faculty is a group of learned individuals as well as the capacity that we have to do something. And a faculty here in that sense is being able to bring someone like you in to share your experienc experience. e. Because you know if I was to talk about the purpose and the benefit of Influence Faculty it’s to help people maximize their ability to influence so they have a powerful positive impact that brings reward and legacy. And I can’t think of single person lilistened to this who wouldn’t be able to bear to do that when they in fact have their own personal brand and if they have a business brand other those things both of those things together would help people have much more influence. Just as I having much more influence by having those things in place as the foundation for what I’m doing. I’m absolutely in a good Australian ways stoked to have you on board here and talking with and sharing with this information. And I prophesied that there’s gonna be more. Glen: Well I hope so I mean it’s an enjoyable experience and you know the thing that you’re doing Nic that I love so much is to me when I look at this word influence you know there’s a lot of elements to that. There’s a lot to it of course. But you know it’s kind of the quickest way to achieving this idea of success isn’t it and prosperity and fulfillment in your life. Because it’s not one thing that I’ve done in my life where I haven’t have to be better at influence to achieve better results so what you doing is absolutely outstanding. Love it glad to be a part of it. Nic: Excellent done. Glen: Lovely.

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Brand Development: It’s more than you think

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