WEBVTT NOTE This file was generated by Descript 00:00:00.050 --> 00:00:02.660 James: Hello, and welcome to another episode of behind the madness. 00:00:02.660 --> 00:00:06.050 I'm your host, James Roberts, founder, and owner of Method. 00:00:06.080 --> 00:00:11.060 We are a growth agency who are hell bent on unlocking company's potential through 00:00:11.060 --> 00:00:13.910 creative and marketing techniques. 00:00:14.365 --> 00:00:18.565 Today I am joined again by Paul and Jamie, mainly because we had 00:00:18.565 --> 00:00:21.870 so much fun in the previous two episodes that I've invited them back. 00:00:21.979 --> 00:00:26.959 So they are here joining me in this episode, but before we jump on in, I just 00:00:26.959 --> 00:00:31.139 want us to mention a couple of things, which is if you are new, then welcome 00:00:31.141 --> 00:00:35.371 make sure you give us a like, give us a bit of love around social media and 00:00:35.371 --> 00:00:36.991 also make sure you follow the podcast. 00:00:36.991 --> 00:00:40.851 So any new episodes drop straight in on your phone? 00:00:41.229 --> 00:00:42.909 Also, it's nice to have you on board. 00:00:42.909 --> 00:00:46.089 So it's not just our parents that are liking and sharing all of our content. 00:00:46.089 --> 00:00:48.459 We actually have some actual followers, which would be amazing. 00:00:49.659 --> 00:00:54.669 So today's episode, we are talking all about brand. 00:01:00.766 --> 00:01:05.436 So let's jump in with today's topic about branding, Jamie and Paul. 00:01:05.446 --> 00:01:05.656 Hello. 00:01:06.283 --> 00:01:06.643 Jamie: Hi James. 00:01:07.743 --> 00:01:13.713 James: So brand, let's start this off with, let's talk about 00:01:13.713 --> 00:01:14.733 some of our favorite brands. 00:01:14.733 --> 00:01:16.023 I think there's a nice way to do it. 00:01:16.023 --> 00:01:19.123 And then what we can do is also do, you know, maybe talk about 00:01:19.123 --> 00:01:20.713 what they're doing, right. 00:01:20.953 --> 00:01:25.873 And opportunities that we've kind of got to then apply that ethos 00:01:25.873 --> 00:01:28.033 maybe into some listeners companies. 00:01:28.033 --> 00:01:30.113 So who wants to start us off. 00:01:30.236 --> 00:01:30.726 Jamie: I'll jump in. 00:01:30.753 --> 00:01:32.330 So I'm going to talk about one of the big boys. 00:01:32.360 --> 00:01:36.153 Obviously we'll all know apple maybe a bit of an obvious choice, but I'm going 00:01:36.153 --> 00:01:40.863 to kind of jump back in time because everyone knows what Steve jobs and his 00:01:40.863 --> 00:01:45.239 team did, but from a branding point of view, they kind of lit a generation. 00:01:45.994 --> 00:01:51.364 Because if you recast your mind back to, if you're old enough to when iPods 00:01:51.424 --> 00:01:55.618 and marketing campaigns used to have think different underneath, apple 00:01:55.618 --> 00:01:59.758 logo, it's a really interesting thing because everyone thought, oh, who's 00:01:59.758 --> 00:02:01.648 this they're thinking differently. 00:02:01.678 --> 00:02:03.028 Like, what's that all about? 00:02:03.028 --> 00:02:07.018 And they had various adverts, but then one of the things they did over 00:02:07.018 --> 00:02:12.208 time is they phased that wording out because their influence of the brand 00:02:12.298 --> 00:02:13.618 already made people think differently. 00:02:14.198 --> 00:02:18.583 When you into one of their or you unpackage, one of their products, when 00:02:18.583 --> 00:02:22.843 you used it for the first time, you thought differently, you were different. 00:02:23.090 --> 00:02:24.649 So they didn't need their wording anymore. 00:02:24.889 --> 00:02:30.019 And to me like that is the power of brand it's connecting with people on 00:02:30.019 --> 00:02:34.909 such a level that you're influencing and connecting your beliefs as 00:02:34.909 --> 00:02:36.839 a business with your audience. 00:02:37.603 --> 00:02:37.753 James: Yeah. 00:02:37.753 --> 00:02:42.913 I think what Apple did really, really well was they were a tech business 00:02:43.363 --> 00:02:48.623 that could have gone down the tech route of advertising that they did 00:02:48.623 --> 00:02:54.023 tech and they made amazing tech but what they did was really sell you the 00:02:54.143 --> 00:02:58.673 dream, which is why now you get people camping outside the apple store just 00:02:58.673 --> 00:02:59.903 before they released a new product. 00:03:00.413 --> 00:03:05.003 It's not about necessarily the tech because they're actually, sometimes 00:03:05.003 --> 00:03:09.936 behind a lot of other companies in terms of their that technology labor release. 00:03:09.936 --> 00:03:14.736 But what they've done through their brand is, you know, if you go back 00:03:14.736 --> 00:03:18.306 to, as you mentioned, the, the iPod, it wasn't around what, you know, 00:03:18.306 --> 00:03:19.626 how good the music quality was. 00:03:19.626 --> 00:03:23.416 It was around having I think they said a thousand, probably more than that, 00:03:23.416 --> 00:03:28.036 but you know, 10,000 songs in your back pocket, that's what boards are saying. 00:03:28.066 --> 00:03:29.176 That's what, what made us go? 00:03:29.176 --> 00:03:29.716 Wow. 00:03:29.746 --> 00:03:32.822 Not the fact that they were talking about the tech, but in a way that 00:03:32.822 --> 00:03:38.892 we could relate to and we wanted, that made them uber cool, you know, 00:03:38.892 --> 00:03:41.402 it's a very hard thing to pull off. 00:03:41.402 --> 00:03:45.212 VW very, very similar thing where you, you know, you'll pay over 00:03:45.212 --> 00:03:49.252 the odds for something which isn't as good as some other brands. 00:03:49.319 --> 00:03:50.751 I love apple don't get me wrong. 00:03:50.753 --> 00:03:54.217 And I think that what they do is, is they do create these simpler processes. 00:03:54.457 --> 00:03:59.734 But yeah, that's what created was this way of us buying into the product. 00:03:59.810 --> 00:04:05.233 Without being bamboozeled by tech or any of that kind of detail 00:04:05.233 --> 00:04:06.073 that we didn't need to know. 00:04:06.398 --> 00:04:08.008 Jamie: Yeah, I couldn't agree more. 00:04:08.058 --> 00:04:10.018 They realize what their product was. 00:04:10.048 --> 00:04:13.468 They realized how smart it was, but they realized that their audience 00:04:13.468 --> 00:04:14.758 probably just wouldn't get that. 00:04:14.788 --> 00:04:18.088 They wouldn't be that impressed with kind of, oh, it's running 00:04:18.498 --> 00:04:21.178 chip is having this iOS. 00:04:21.323 --> 00:04:25.173 Like you said a thousand songs in your pocket now that's relatable. 00:04:25.383 --> 00:04:27.633 That's story their could get on board with. 00:04:27.834 --> 00:04:32.532 I always remember one of Steve Jobs' great performances and he was 00:04:32.532 --> 00:04:37.092 introducing the iPod mini and he said, have you ever wondered what that little 00:04:37.092 --> 00:04:41.802 pocket is on the front of some jeans and everyone can straight away go? 00:04:41.982 --> 00:04:42.222 Yeah. 00:04:42.222 --> 00:04:44.562 What is that little pocket for on those jeans? 00:04:44.802 --> 00:04:48.782 And then he pulled out the iPod Mini and straight away you go genius, 00:04:48.922 --> 00:04:50.952 Just that's that's the brand. 00:04:51.012 --> 00:04:56.202 That's the, innovative thinking that then you transmit to your customer. 00:04:56.202 --> 00:04:59.022 As soon as they pick up one, they go, I am different. 00:04:59.052 --> 00:04:59.832 I am a rebel. 00:04:59.974 --> 00:05:00.274 James: Yeah. 00:05:00.334 --> 00:05:00.664 Yeah. 00:05:00.734 --> 00:05:01.130 Love it. 00:05:02.480 --> 00:05:07.073 Paul: Yeah, so rather than going for a particular brand, I've gone 00:05:07.073 --> 00:05:11.485 for the automotive industry cars Now they've different eras of car, 00:05:11.545 --> 00:05:13.620 obviously technology moves forward. 00:05:13.620 --> 00:05:19.035 so more recently seen, well in this or the nineties and the two we saw 00:05:19.285 --> 00:05:24.976 embossed shiny logos that sort of caught your eye were shiney and new but more 00:05:24.976 --> 00:05:27.816 recently they've made them a lot simpler. 00:05:27.846 --> 00:05:29.236 They've got rid of some of the wording. 00:05:29.446 --> 00:05:32.064 They got rid of the brand name, they've just got the logos now. 00:05:32.924 --> 00:05:35.064 They've also just using a flat color. 00:05:35.146 --> 00:05:38.488 So I mean, some of it just recently changed Toyota, 00:05:38.608 --> 00:05:40.518 they've just got the circular T. 00:05:40.798 --> 00:05:45.178 Volkswagen, it's very simple circle with the VW and it's always been like that, 00:05:45.988 --> 00:05:48.388 but they've just made it a flat one color. 00:05:48.515 --> 00:05:50.292 Volvo., They got rid of that circle. 00:05:50.421 --> 00:05:53.715 Last year and the year before I think it was but they brought it back. 00:05:53.775 --> 00:05:58.234 It was just as a really, simple circle and arrow Nissan, SEAT, BMW have all 00:05:58.234 --> 00:06:00.714 done the same, it's all nice flat colors. 00:06:01.014 --> 00:06:02.944 Pretty simple, really easy to read. 00:06:02.944 --> 00:06:08.604 But I think the first company to do that really was Tesla in 2003. 00:06:09.384 --> 00:06:10.854 Now they've not changed their logo. 00:06:10.994 --> 00:06:15.904 In 2003, they just had the T the arch over the top of it with Tesla 00:06:15.904 --> 00:06:18.823 written underneath it is a flat red and they've kept with it and obviously 00:06:18.823 --> 00:06:20.291 that's stood the test of time. 00:06:20.626 --> 00:06:25.891 14 years later everyone else is doing the same now, so very much, same as James was 00:06:25.891 --> 00:06:30.902 saying that with apple and Jamie were that sort of trailblazers, I suppose, with 00:06:30.912 --> 00:06:35.756 their cars, but also with their design the others have picked it up 15 years later. 00:06:35.845 --> 00:06:38.158 James: This happens a lot in industries and I hadn't 00:06:38.158 --> 00:06:39.460 appreciated it within the cars. 00:06:39.530 --> 00:06:42.020 Now you've said it, I've got them all up on my screen and having a look through 00:06:42.020 --> 00:06:43.070 and it would be you're absolutely right. 00:06:43.490 --> 00:06:46.698 It's it's something which happened with, with Hi-Fis was, it was a brilliant 00:06:46.698 --> 00:06:49.968 one where a Hi-Fi color used to change. 00:06:50.052 --> 00:06:51.522 Obviously now it's completely changed. 00:06:51.522 --> 00:06:54.629 They, they live in our pockets , or they're now pods on our, on our desktop 00:06:54.699 --> 00:06:55.989 on our worktops and things like that. 00:06:56.649 --> 00:07:01.376 But we used to have a black, then all of a sudden you had to have a silver Hi-Fi. 00:07:02.326 --> 00:07:05.446 reason being, and you could go into the shops and they were all silver or they 00:07:05.446 --> 00:07:08.746 were all black before then the reason they changed the color was because 00:07:08.746 --> 00:07:10.216 it made you a black one look old. 00:07:10.936 --> 00:07:13.641 So you have to then go, oh, I can't, you know, how old is your Hi-Fi? 00:07:13.661 --> 00:07:16.441 Especially if you look at the demographics who were buying Hi-Fis, you know your 00:07:16.441 --> 00:07:19.547 parents, with their full stack that they might've had in their living 00:07:19.547 --> 00:07:22.367 room, weren't not bothered, but you know, the kids were like, hang on a 00:07:22.367 --> 00:07:23.477 minute, kind of a black one anymore. 00:07:23.477 --> 00:07:24.197 The Silver's cool. 00:07:24.737 --> 00:07:26.147 So there was nothing actually wrong. 00:07:26.177 --> 00:07:29.697 And this is half of the problem list of things wrong with all black Hi-Fi. 00:07:29.737 --> 00:07:34.117 A lot the technology that was inside still was very, very similar, but you 00:07:34.117 --> 00:07:37.417 just felt it was old because of the black. 00:07:37.507 --> 00:07:39.487 So now you have the silver one that you had to have. 00:07:39.967 --> 00:07:43.897 I think the same thing probably applies here where Tesla have come out with, 00:07:44.017 --> 00:07:48.801 you know, all of their tech and all of their amazing new advances that 00:07:48.801 --> 00:07:52.611 they've kind of put into cars, and all of a sudden it's making these older 00:07:52.611 --> 00:07:56.904 brands that they've been around, for a long, long time makes them look older. 00:07:57.324 --> 00:08:01.494 So you have to evaluate your brand to stay up with the competition, which 00:08:01.494 --> 00:08:03.864 is why they've all had to do it. 00:08:03.954 --> 00:08:06.834 They've all had to look at themselves and go, do you know 00:08:06.834 --> 00:08:09.204 what we need to go with the trends? 00:08:09.934 --> 00:08:12.554 And within design, we will have trends, there are trends that go 00:08:12.554 --> 00:08:16.634 through, they suddenly appear from an industry and they're cottoned onto by 00:08:16.634 --> 00:08:20.684 other industries and that then drives this movement through, we all used 00:08:20.684 --> 00:08:22.154 to have buttons with drop shadows. 00:08:22.154 --> 00:08:25.124 We used to always have the embossing, you know, talking about websites. 00:08:25.724 --> 00:08:28.324 Now, all of that's disappeared and websites are flat. 00:08:28.514 --> 00:08:33.436 So having badges that were embossed that were shiny, that had all of 00:08:33.436 --> 00:08:38.056 this Chrome effect probably came from relating it to the actual badge. 00:08:38.086 --> 00:08:43.186 But now we live in such a digital world that just looks old fashioned 00:08:43.216 --> 00:08:45.926 and they can't have that, especially with a new kid on the block. 00:08:46.006 --> 00:08:47.236 so yeah, really really interesting. 00:08:47.836 --> 00:08:52.106 Paul: Like you say, the logos now you get into a car and you see the logo on your 00:08:52.166 --> 00:08:56.156 steering wheel, But now you get into a car and you see the logo on the massive 00:08:56.156 --> 00:08:57.716 screen that's next to the dashboard. 00:08:58.406 --> 00:08:59.596 And that's what pops up. 00:08:59.810 --> 00:09:00.885 So you want it to be modern. 00:09:01.425 --> 00:09:03.667 I think you're right with the technology more noticeably 00:09:03.667 --> 00:09:05.057 than the Hi-Fis was the TVs. 00:09:05.747 --> 00:09:11.270 You've got this massive black TV in the corner, and then it changed to silver TV 00:09:11.810 --> 00:09:16.858 and there was a hideous moment in history where white was the color and it was white 00:09:16.858 --> 00:09:18.548 TVs and white high-fives and everything. 00:09:18.578 --> 00:09:19.578 It just it didn't look good. 00:09:19.661 --> 00:09:22.091 It's been like fashion, it comes around and around. 00:09:22.175 --> 00:09:27.065 And now obviously we're modern, you've got things like sky glass, where you 00:09:27.065 --> 00:09:29.577 can choose one of six different colors. 00:09:29.596 --> 00:09:34.576 You've got Samsung frame you stick the TV on the wall and 00:09:34.576 --> 00:09:35.986 it just doesn't look like a TV. 00:09:36.104 --> 00:09:38.467 So yeah, it's fashion and it moves with the times. 00:09:38.497 --> 00:09:41.137 Whereas your brand has to do that as well. 00:09:41.196 --> 00:09:46.452 You can't be a modern design marketing agency with a 20, 25 year old logo 00:09:46.512 --> 00:09:50.082 because it just doesn't look good If you were designing other companies brands. 00:09:50.322 --> 00:09:51.902 Jamie: That's super interesting. 00:09:51.922 --> 00:09:55.282 I'm going to, I'm going to jump in with one of my bombshell questions 00:09:55.282 --> 00:09:59.670 for the two of you guys were talking a lot, obviously about the colors, 00:09:59.790 --> 00:10:01.980 the logos, how they all feel. 00:10:02.010 --> 00:10:06.160 So obviously with these changing all the time, what's the core to brands 00:10:06.190 --> 00:10:08.710 because the vision doesn't change. 00:10:09.100 --> 00:10:10.210 The mission doesn't change. 00:10:10.246 --> 00:10:14.266 And the values aren't really changing all the nice bits that are customer facing. 00:10:14.536 --> 00:10:15.446 What about the internal 00:10:15.446 --> 00:10:15.816 audioJamesRoberts62926013399: stuff 00:10:15.882 --> 00:10:19.172 James: I think that the logo is just that it's a part of your brand. 00:10:19.385 --> 00:10:21.271 And it isn't your brand. 00:10:21.271 --> 00:10:21.601 Exactly. 00:10:21.601 --> 00:10:24.541 As you said, you have your messages, you have your ethos, you have your 00:10:24.571 --> 00:10:28.431 mission statement, what you want to achieve as an organization. 00:10:28.461 --> 00:10:32.641 Those, as we've mentioned on previous podcasts, they shouldn't change. 00:10:32.761 --> 00:10:35.461 You might tweak them, but you're, you know, the end goals 00:10:35.461 --> 00:10:36.391 of what you want to achieve. 00:10:36.481 --> 00:10:37.711 Probably still stay the same. 00:10:37.763 --> 00:10:41.603 The way that you need to get there is focusing again. 00:10:41.633 --> 00:10:44.753 And we say this a lot as a common theme that you need to concentrate 00:10:44.753 --> 00:10:48.723 on your consumers, on your customers and what their needs are. 00:10:48.783 --> 00:10:54.153 And if they're all of a sudden buying the white TVs, if they're all of a sudden 00:10:54.153 --> 00:11:00.929 buying your Chrome Hi-Fis then they need to either buy into the brand, which is 00:11:00.929 --> 00:11:05.479 why apple, going back to apple, haven't changed their logo so much, you know, 00:11:05.489 --> 00:11:12.169 it's tweaked over the time because we've bought into them, not necessarily bought 00:11:12.169 --> 00:11:15.499 into a logo or bought into a design style. 00:11:15.679 --> 00:11:18.169 We have definitely bought into apple, the brand. 00:11:18.199 --> 00:11:22.502 We understand what they want to do, and we just, you know, almost love them. 00:11:22.656 --> 00:11:25.446 Jamie: It it's like a friend, isn't it, rather than a company, like 00:11:25.806 --> 00:11:29.046 when you get on with someone, just one of your friends, it's probably 00:11:29.046 --> 00:11:32.856 because you share similar values or you like the same kind of things. 00:11:32.856 --> 00:11:38.136 It's like you said, it's building out that knowledge of your we've said this 00:11:38.136 --> 00:11:41.856 before as well, that buyer persona, that knowledge of your audience and why they 00:11:41.856 --> 00:11:43.206 love you, why they connect with you. 00:11:43.626 --> 00:11:45.126 That's the core really? 00:11:45.276 --> 00:11:46.506 And that's why they'll stay longer. 00:11:47.171 --> 00:11:52.250 Paul: Yeah, I think using the car industry, as an example with that, is that 00:11:52.630 --> 00:11:54.320 Jamie: I think he wants a new company car James. 00:11:54.738 --> 00:11:58.400 Paul: I do, and if one of the next few that I mention, be more than happy. 00:11:58.401 --> 00:11:59.061 James: Going back to that. 00:11:59.061 --> 00:12:00.411 We're going back to mentioning a load of brands. 00:12:00.431 --> 00:12:03.381 Like we haven't done a whole subject around branding. 00:12:03.411 --> 00:12:04.911 We had to mention a few more. 00:12:04.911 --> 00:12:05.121 Yeah. 00:12:06.016 --> 00:12:08.626 Paul: If it works for socks, works with Ferraris. 00:12:08.714 --> 00:12:12.694 So companies like Ferrari Lamborghini and Porsche, haven't 00:12:12.694 --> 00:12:14.674 gone down the lines of flat logo. 00:12:15.274 --> 00:12:20.771 They've kept with maybe a slightly embossed logo or a shiny logo, or more of 00:12:20.771 --> 00:12:24.161 a 3d effect on them because I think that. 00:12:24.961 --> 00:12:27.661 James just mentioned this, you buy into their brand, 00:12:27.721 --> 00:12:29.559 like apple is a premium brand. 00:12:29.859 --> 00:12:32.279 They don't need to wow you with their logo, you know 00:12:32.279 --> 00:12:33.419 what they stand for already. 00:12:33.569 --> 00:12:35.159 You know what quality you're going to get. 00:12:35.789 --> 00:12:36.689 It's expensive. 00:12:37.409 --> 00:12:38.489 It's expensive for a reason. 00:12:39.179 --> 00:12:42.758 Jamie: Well one of those funny things, isn't it does that does that joke of 00:12:42.788 --> 00:12:45.488 why Lamborghini don't advertise on TV? 00:12:46.418 --> 00:12:50.438 And the answer is because that demographic aren't sitting around watching TV. 00:12:50.988 --> 00:12:51.228 Paul: Yeah. 00:12:51.317 --> 00:12:54.015 that will be in a glossy magazine somewhere. 00:12:54.288 --> 00:12:55.608 James: they might be listening to our podcasts. 00:12:55.895 --> 00:12:58.475 This leads me quite nicely onto who I've picked now. 00:12:58.522 --> 00:13:00.124 I've picked a company called tribe. 00:13:00.334 --> 00:13:01.564 You may or may not have heard of them. 00:13:01.594 --> 00:13:05.864 They essentially make protein bars or kind of plant protein, 00:13:05.864 --> 00:13:07.554 vegan, gluten free type bars. 00:13:07.584 --> 00:13:11.847 Now they are aimed very much at runners or the runner kind of community where 00:13:11.847 --> 00:13:14.787 you were getting, say they do some active oats and things like that. 00:13:14.787 --> 00:13:16.737 So you're kind of getting this protein in a day. 00:13:16.770 --> 00:13:20.237 I found them because I wanted something that I could have as a snack 00:13:20.267 --> 00:13:23.987 throughout the day to kind of top you like, we always get that little lull 00:13:23.987 --> 00:13:26.267 in the afternoon and I didn't want to be reaching for, you know, some 00:13:26.267 --> 00:13:27.317 chocolate bars or something else. 00:13:27.317 --> 00:13:29.477 I wanted something which was a lot healthier. 00:13:30.127 --> 00:13:36.097 So I actually found them through their product, but then learning more about 00:13:36.097 --> 00:13:41.377 them they actually have the Tribe foundation now the Tribe foundation, 00:13:41.407 --> 00:13:44.107 and I am reading this off their website, just so I can get it right. 00:13:44.707 --> 00:13:48.127 They essentially started off in 2013. 00:13:48.877 --> 00:13:52.904 Tom guy and Bob who completed what the first run for love, where they did a 00:13:52.904 --> 00:13:58.574 thousand miles across Europe, and it was all to fight child trafficking. 00:13:59.624 --> 00:14:02.714 So they were joined by a load of other runners. 00:14:02.744 --> 00:14:06.854 I think on that point it was 250 runners that joined them to raise some 00:14:06.854 --> 00:14:10.320 money to help, build up awareness around child trafficking, which 00:14:10.350 --> 00:14:11.970 you know, is an amazing foundation. 00:14:12.000 --> 00:14:19.040 Now, I didn't know anything about that I bought the Tribe bars, I think I'm right 00:14:19.040 --> 00:14:21.470 in saying when they were doing their runs, they were creating these kinds of 00:14:21.470 --> 00:14:23.450 bars for themselves to keep them going. 00:14:23.870 --> 00:14:27.260 You know, it's a huge, huge distances that they were kind of covering and 00:14:27.260 --> 00:14:30.284 they needed this protein and all of the goodness to kind of keep them going. 00:14:30.284 --> 00:14:33.127 And then they suddenly realize, well, hang on a minute, if we make a product 00:14:33.822 --> 00:14:39.162 that we can push out to a market or a sector and then get their buy in, 00:14:39.162 --> 00:14:40.872 which is exactly what happened to me. 00:14:40.872 --> 00:14:42.252 So I was in that demographic. 00:14:42.252 --> 00:14:43.692 I, you know, I, I try and run. 00:14:43.902 --> 00:14:44.772 I wouldn't say I'm a runner. 00:14:44.841 --> 00:14:47.791 But I found these bars because it was something that I needed. 00:14:47.851 --> 00:14:50.421 I didn't find them because of their foundation. 00:14:51.166 --> 00:14:51.896 that was a consequence. 00:14:51.896 --> 00:14:52.856 Them selling their bars. 00:14:52.886 --> 00:14:56.636 They give some money from every bar into the foundation. 00:14:56.636 --> 00:14:58.706 So they are as a byproduct. 00:14:59.216 --> 00:15:01.346 Their goal is what we've been talking about here. 00:15:01.346 --> 00:15:05.696 Their, their kind of whole movement is to raise awareness for child trafficking. 00:15:06.366 --> 00:15:08.436 Now they've obviously got their foundation set up. 00:15:08.466 --> 00:15:11.782 They've got their charity setup, which they are trying to get people involved in. 00:15:11.794 --> 00:15:14.584 So well-worth and look while I'm talking about it, their foundation 00:15:14.648 --> 00:15:17.048 is tribe freedom foundation.com. 00:15:17.048 --> 00:15:18.068 So go and have a look at that. 00:15:19.228 --> 00:15:22.068 But they are obviously trying to raise awareness about this issue. 00:15:22.698 --> 00:15:26.598 And as a byproduct, they realized that selling their bars was a good 00:15:26.598 --> 00:15:31.428 way to get to a sector to bring them in through something they wanted 00:15:31.428 --> 00:15:34.128 through something they needed, but then educate them later, which I think 00:15:34.128 --> 00:15:39.038 is a super, super interesting idea that they've moved on from what their 00:15:39.446 --> 00:15:43.631 goal was, or their mission is still there, but they've moved on and how 00:15:43.631 --> 00:15:44.981 they're getting that message out there. 00:15:44.981 --> 00:15:48.681 And they've actually created a product to drive that, to use the 00:15:48.711 --> 00:15:51.401 kind of enforcer you guys heard of Tribe, or do you think of 00:15:51.401 --> 00:15:51.651 audioJamesRoberts62926013399: tribe 00:15:51.798 --> 00:15:53.893 Jamie: Yeah, I I think I tried one actually on one of our 00:15:53.893 --> 00:15:55.663 last content creation days. 00:15:55.758 --> 00:15:57.198 And I didn't know the story either. 00:15:57.348 --> 00:16:00.948 And I think it's, again, it's going back to that connecting point. 00:16:01.068 --> 00:16:05.988 Like now you can connect with them on a different level, not just what the 00:16:05.988 --> 00:16:11.158 problem solves and it's making you almost feel like you are part of the tribe.. 00:16:11.668 --> 00:16:15.768 You are their community, like we've heard community, whether it's in social media 00:16:15.768 --> 00:16:19.728 world, whether it's in the branding world, whether it's in every world and business 00:16:19.728 --> 00:16:22.158 now it's, it's what everyone wants. 00:16:22.261 --> 00:16:27.131 I think those connect points are so pivotal because like we mentioned before, 00:16:27.131 --> 00:16:31.511 it's that friend to friend, rather than that big corporate to a buying 00:16:31.511 --> 00:16:36.921 customer, just make sure that emotion gets involved and then you are connected. 00:16:37.494 --> 00:16:38.964 You're more likely to stay longer. 00:16:39.114 --> 00:16:42.594 You're looking at these brands who are trying to build like a hundred year 00:16:42.594 --> 00:16:46.196 brands and you're seeing more of them, obviously, a lot of them aren't there yet, 00:16:46.226 --> 00:16:51.253 but you look at some like Virgin or Apple or even your Microsoft's, which aren't 00:16:51.403 --> 00:16:54.253 as riveting, but they have that loyalty. 00:16:54.253 --> 00:16:55.873 They have that emotional connection. 00:16:55.968 --> 00:16:56.298 Yeah. 00:16:56.358 --> 00:16:58.698 Oh, and by the way, the Tribe bars were delicious. 00:16:59.098 --> 00:16:59.758 James: They are amazing. 00:16:59.788 --> 00:16:59.988 Yeah. 00:16:59.988 --> 00:17:00.298 Yeah. 00:17:00.378 --> 00:17:00.628 Yeah. 00:17:00.880 --> 00:17:01.210 interesting. 00:17:01.210 --> 00:17:04.150 I think as well, two points to come back to is one. 00:17:04.660 --> 00:17:10.410 They have got that product now in Ocado, Boots, Sainsbury's, 00:17:10.450 --> 00:17:12.150 Wholefoods, loads of different places. 00:17:12.150 --> 00:17:17.730 So, you've probably seen their bar, which interesting cause I don't think. 00:17:18.735 --> 00:17:22.935 It's as easy to get a foundation or to get a message out there. 00:17:22.935 --> 00:17:27.525 And certainly you wouldn't go into Sainsbury's or Boots or any of those, 00:17:27.975 --> 00:17:32.115 if you were just the foundation yet now you've got that bar in 00:17:32.115 --> 00:17:33.795 front of so many different eyes. 00:17:34.245 --> 00:17:37.535 And then if you like the bar, like exactly like I did I actually 00:17:37.595 --> 00:17:39.935 bought a few more off the website, I subscribed off the website. 00:17:40.385 --> 00:17:42.965 And then as part of that, they have two separate websites. 00:17:42.965 --> 00:17:45.125 One's for the bars and one is for their foundation. 00:17:45.965 --> 00:17:47.405 But they are interconnected. 00:17:47.405 --> 00:17:51.185 So when I was on the bars at the bottom, it was got, well, why are we doing this? 00:17:51.185 --> 00:17:51.965 This is why we're doing it. 00:17:52.385 --> 00:17:55.175 And what was really nice was I bought the bar because I liked it. 00:17:55.965 --> 00:17:56.775 And it was something. 00:17:56.845 --> 00:17:58.635 Why else would you, would you buy them? 00:17:59.475 --> 00:18:03.045 But one of a sudden I've got this fuzzy feeling because it was like, oh, I've 00:18:03.055 --> 00:18:09.045 kind of helped something, which it's this amazing combination of, I bought a good 00:18:09.045 --> 00:18:11.145 product and it is a good, good product. 00:18:11.655 --> 00:18:12.405 I've enjoyed it. 00:18:14.070 --> 00:18:18.840 But I've almost got this reward as well, which was this kind of a little tap 00:18:18.840 --> 00:18:21.441 on the back to say, well, well done, you've done your you've done your bit. 00:18:21.446 --> 00:18:23.448 And that felt good. 00:18:23.448 --> 00:18:26.475 And as a consequence, I've learned more about them as a consequence from 00:18:26.475 --> 00:18:27.825 that I've brought it up on a podcast. 00:18:27.825 --> 00:18:30.885 So it's, it's clearly doing the right message. 00:18:30.952 --> 00:18:35.545 Jamie: A hundred percent and I think before kind of any, like, we look to 00:18:35.545 --> 00:18:40.375 wrap things up on this one, there's a quote by Maya Angelou, which says, 00:18:41.215 --> 00:18:42.835 people won't remember what you say. 00:18:43.285 --> 00:18:47.305 People won't remember what you do, but they will remember how you made them feel. 00:18:47.440 --> 00:18:49.690 And I think when it comes to branding that's so apt., 00:18:49.790 --> 00:18:53.571 Paul: I think with tribe were being quite clever with their brand and marketing, is 00:18:53.571 --> 00:18:58.791 that if you go into a shop buy a Tribe bar, you're more likely to pop onto the 00:18:58.791 --> 00:19:02.551 website and buy a box of Tribe bars. 00:19:02.706 --> 00:19:07.356 whereas you go into a shop a Mars bar I don't think ever been on the 00:19:07.356 --> 00:19:11.562 Mars website I've been eating Mars products for, I don't know, 25 years. 00:19:11.610 --> 00:19:12.840 That's the story behind it. 00:19:12.970 --> 00:19:15.930 And you go and find the story because you liked the brand. 00:19:16.167 --> 00:19:21.178 James says you've got this, you've got their story into every major retailer 00:19:21.178 --> 00:19:24.965 in the country with ok that they might have fought to get their product in 00:19:24.965 --> 00:19:30.960 there, but they fought product in on their story and onto their website and 00:19:30.985 --> 00:19:35.118 buying a pack of 25 and then finding about the foundation that's rewarding 00:19:35.954 --> 00:19:38.924 James: I think what's nice about everything we've picked is obviously 00:19:39.534 --> 00:19:44.544 and just kind of wrap it all up is Apple knew it was going to be tech-based 00:19:44.694 --> 00:19:45.714 when they kind of started off. 00:19:45.714 --> 00:19:48.962 I think it was in the garage with Steve jobs and 00:19:49.003 --> 00:19:49.823 Jamie: Steve Wozniac. 00:19:50.208 --> 00:19:53.058 James: they kind of knew that it was going to be a computer that 00:19:53.058 --> 00:19:54.078 they were going to kind of create. 00:19:54.078 --> 00:19:56.358 It was very much in that, in that marketplace and they 00:19:56.358 --> 00:19:57.798 haven't moved away from that. 00:19:57.798 --> 00:19:59.628 They've definitely, they're creating some amazing products. 00:19:59.658 --> 00:20:02.368 Why would they they've obviously looked at other tech base. 00:20:02.368 --> 00:20:04.329 Cars were always kind of going to be cars. 00:20:04.359 --> 00:20:07.479 They're looking at different ways that they can, that they can transport people. 00:20:07.479 --> 00:20:12.849 But a lot of those that car industry have always been a, a 00:20:12.849 --> 00:20:14.709 car, not necessarily transport. 00:20:14.709 --> 00:20:16.659 I think a lot did come around. 00:20:16.659 --> 00:20:19.329 I think they were all apart from Lamborghini that were obviously 00:20:19.329 --> 00:20:23.659 tractors first and Jeremy correct me if I'm wrong, but I'm pretty certain 00:20:23.688 --> 00:20:26.931 it was it was Lamborghini's attracts was first before they started building 00:20:26.931 --> 00:20:28.821 cars, but essentially the cars of. 00:20:28.930 --> 00:20:32.140 What's interesting about tribe is that wasn't their goal. 00:20:32.170 --> 00:20:35.500 Their goal was to raise awareness for a problem. 00:20:36.010 --> 00:20:39.250 And then they went into, into the products. 00:20:39.310 --> 00:20:43.710 It's very similar to one of our clients in Remarkable, where they are 00:20:43.710 --> 00:20:47.971 very much eco thinking and reducing waste, reducing plastic waste. 00:20:48.036 --> 00:20:52.262 As a consequence of that they sell stationery and then known oddly for 00:20:52.262 --> 00:20:56.282 the stationery more than the background story around that, because it's a way 00:20:56.282 --> 00:20:58.052 of getting to that to the marketplace. 00:20:58.155 --> 00:20:59.925 Another one to check out actually is Remarkable. 00:20:59.925 --> 00:21:00.900 They make some amazing products. 00:21:01.111 --> 00:21:05.160 And I think that's, what's really interesting around brand is how you 00:21:05.160 --> 00:21:09.975 can focus about getting your message out there in so many different ways? 00:21:10.226 --> 00:21:11.541 So, thanks again, Jamie. 00:21:11.541 --> 00:21:12.331 Thanks again, Paul. 00:21:12.354 --> 00:21:13.104 Really enjoyed that. 00:21:14.619 --> 00:21:17.340 Make sure that we get our social media is out there. 00:21:17.340 --> 00:21:21.752 So we are obviously on Instagram hello, underscore method. 00:21:21.802 --> 00:21:25.088 We are on Twitter, we're obviously on Facebook, we're on LinkedIn. 00:21:25.088 --> 00:21:28.283 We're pretty much everywhere that you can try and find us make sure you're 00:21:28.283 --> 00:21:29.783 subscribing to our podcast, as I said. 00:21:29.783 --> 00:21:32.393 So it kind of pops up on your mobile phone. 00:21:33.028 --> 00:21:34.108 Make sure you share it. 00:21:34.138 --> 00:21:38.638 So it's not just our parents that are liking it and also feed back. 00:21:39.088 --> 00:21:40.328 Let us know what you think about it. 00:21:40.370 --> 00:21:41.499 What you'd like to hear next. 00:21:41.499 --> 00:21:45.786 And we can try and get any of those kinds of comments back in the, into the podcast. 00:21:45.786 --> 00:21:47.956 We're getting some great feedback from you guys already. 00:21:47.956 --> 00:21:51.189 And we want to obviously build on that and create content that you 00:21:51.189 --> 00:21:53.139 guys are enjoying listening to. 00:21:53.439 --> 00:21:55.479 So until the next time, thank you very much.