In Good Companies

In Good Companies Trailer Bonus Episode 4 Season 3

Brand & Culture 101 (Rebroadcast)

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We've received a great response from you on our sonic branding episode, so we wanted to ride the wave and follow up with some additional content on small business marketing. This week’s episode originally aired in Season 2.

We interact with brands every day, so you might think you’ve got the concept all figured out. But experts know: looks can be deceiving. So, we sat down with some of those experts to get an unfiltered view of the branding process. 

Beth Flom and Andrew Bogucki are senior partners at New York brand innovation firm Tenet Partners —they help companies like Mastercard, Target and IBM build compelling and powerful brands. And they’re clear on one thing. A brand isn’t simply a logo or a tagline —it’s more than that. In fact, according to Cadence Bank’s own Chief Marketing Officer, Jackie Hooper, “brand is the essence of the company.” To be successful, your brand must feel honest and cohesive because it’s reinforced through every interaction that a customer has with your company. To achieve that, it must be built on a solid foundation: culture. But what is your company’s culture? And how do you translate that into a brand?

So, on this episode, we’ll hear from three brilliant marketing minds. They’ll share the keys to evaluating culture and developing a strong brand. You’ll learn how to ask the right questions, make key decisions and what small businesses can achieve —it’s more than you think.

Join us, as we corner the market on marketing with this brand new, on-brand episode!

Highlights:
  • What a brand is–and isn’t (4:40)
  • Where to start with branding: research (9:11)
  • Culture is the foundation of brand (10:11)
  • How to assess culture (11:16)
  • Translating to visual identity (12:05)
  • Both an art and a science (13:17)
  • Navigating the emotions of branding (14:27)
  • How your brand can influence your culture (16:57)
  • Why employee training is integral to the process (17:30)
  • Branding for small companies (19:01)
  • Consistency and follow through (20:00)
  • Takeaways on branding (21:09)

Links:

Feedback:
If you have questions about the show or topics you'd like discussed in future episodes, email our producers, sheena.cochran@cadencebank.com or danielle.kernell@cadencebank.com.

What is In Good Companies?

Starting and running a business or managing one isn’t for the faint of heart. You’re balancing internal and external forces in a continually changing landscape. You’re building strategies, and banking on the future – no matter what it holds. This is where Cadence Bank’s In Good Companies comes in. We share our wealth of knowledge, and insights from noted industry experts, to guide you through the forces shaping business today.

We’re back for Season 6, and this time, we’re setting our sights on the future of work. We’re asking the big questions, like:

What will your career look like in 2030? Or 2050, even?
How is ESG shaping the future of companies?
And how can we leverage AI to our advantage?

We bring together experts from across the board, from Silicon Valley to multinationals like EY, to help you stay on the cutting edge of business. And we get to know those who are building the future of our companies; because at Cadence Bank, we want to hear the human side of every success story.

Hosting our stellar range of guests this season is our new host, Ari Marin. He is a Cadence Bank Senior Vice President and family enterprise advisor, whose specialty is consulting with family-owned and small businesses. Ari’s idea of “good company” is being around creative, insightful people with unique and inspirational stories. For Season 6, he brings in his curiosity and ambition to In Good Companies, to lead discussions with our guests, and bring listeners across the U.S. all the information they need, in one place, in under 30 minutes.

Ready to launch into the future? Then join us!