{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"HUNGRY.","title":"The Best Brand Strategy Podcast of All Time - British Airways, Bold Bean Co., Meta, EA Sports - Tobey Duncan, Uncommon Creative Studio","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/51b1fa83\"></iframe>","width":"100%","height":180,"duration":7200,"description":"\"Brand is the intangible layer that sits atop any business... and floods it with color and emotion.\" Tobey Duncan, CSO of Uncommon Creative Studio, joins Dan Pope to dismantle the fluff surrounding modern marketing. They explore \"Purpose 2.0,\" why brands need enemies, and how to turn consumer tension into cultural fame. From the genius of Bold Bean Co to the audacity of Oasis, this episode is a masterclass in building brands that actually matter.\n00:00:00 Intro\n00:01:04 Why Creativity Requires Dissatisfaction\n00:02:40 London vs. Sydney: Creative Differences\n00:06:10 Defining Brand Strategy & The \"Intangible Layer\"\n00:10:06 Why Brands Must Claim a Role in Culture\n00:11:48 The Evolution of Brand Purpose (Purpose 2.0)\n00:15:05 Fixing Consumer Problems vs. Fixing Brands\n00:19:32 Case Study: Bold Bean Co's Brand Strategy\n00:28:02 Strategy vs. Tactics: How They Work Together\n00:33:19 Case Study: The Ordinary & Skincare \"Guff\"\n00:42:43 B&Q Case Study: From Chores to Change\n00:47:38 The Power of Finding Consumer Tension\n00:51:44 British Airways: Exporting Originality\n00:53:15 Why London is a Creative Powerhouse\n01:03:09 What Brands Can Learn From Bands (Oasis)\n01:06:25 Rational, Emotional, and Fame-Based Comms\n01:09:20 PerfectTed & Leveraging Cultural Heat\n01:12:44 Why You Should Set Strategy Once & Not Pivot\n01:26:17 The Brand OS Framework: 5 Key Inquiries\n01:32:04 Guinness: Breaking Category Codes\n01:44:07 Marketing Planning: The \"Jobs to Be Done\" Framework\n01:55:24 The Crisis in Modern Brand Building","thumbnail_url":"https://img.transistorcdn.com/gxmV4UzMdxQXxd72h-fgEanMz6IG37j1u683zTmU0ac/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85ZGI4/Y2FkNjcwNmEwMDNm/YWUwOTcyZTM0YzYw/YWU3My5qcGVn.webp","thumbnail_width":300,"thumbnail_height":300}