How Brands Are Built (Season 3)
/No surprise—season three of How Brands Are Built, on brand experience, has been excellent so far. As with past seasons of Rob Meyerson’s podcast, we recommend listening to every episode. But we’d like to call out one here—an interview with branding expert Ken Pasternak of Two by Four.
Ken discusses:
His definition of branding: “the intersection of promise and perception.”
Some refreshingly simple branding tools, including a three-question brand platform and a simple matrix for constructing the brand experience.
Case studies from UC Berkeley (a client of Ken’s) and Virgin Airlines (recently purchased by Air Alaska).
“[There are] so many opportunities for brands to make a promise, either real or virtually felt, in ways that haven’t been done before. If they aren’t orchestrated or coordinated, then there is no experience because it’s fragmented and chaotic. But if they are orchestrated and coordinated, that experience can be very deep, very real, very memorable, and completely ownable.”
Ken Pasternak on How Brands Are Built
