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B2Branded - The B2B Brand Podcast

Every month we interview brand and communications leaders from B2B organizations, as well as influencers in the agency and analyst world. We explore best practices in brand development as well as the latest news and developments impacting brand leaders. The podcast is produced by Ian Bruce.

Weekly hand curated podcast episodes for learning

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Who Do You Trust in a Crisis? Edelman Executive Director Tonia Ries - Part Two

In the second part of our interview with Edelman's Executive Director Tonia Ries, we discuss brand trust and the impact of the coronavirus pandemic.  Edelman's latest research shows that in the current crisis people turn to employers and business for information much more than governments. The research is a fascinating and sometimes frightening insight to how we're reacting to news and information about the disease, and what the long-term implications are for brand builders.About B2BrandedWe're a bite-sized podcast that provides news and opinions on B2B brand-building. The podcast is hosted by Ian Bruce.

16mins

1 May 2020

Rank #1

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What Are The Most Valuable B2B Brands? An Interview with Alex Haigh

Brand equity is a familiar concept to most B2B marketing professionals, but few of us could accurately define or agree on what this means. In this episode Alex Haigh, a research director at the company Brand Finance, discusses how they calculate the financial value of brands, as well as the results from their just-published ranking of the world's 500 most valuable brands.About B2Branded:We're a bite-sized podcast that discusses the latest news, views and opinions on B2B branding and communications. The podcast is hosted by Ian Bruce.

20mins

14 Feb 2020

Rank #2

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Doug Levy, former Head of Communications at Columbia, UCSF and USA Today medical reporter.

Doug Levy headed communications at two of the world's most prestigious medical institutions, Columbia University Medical School and UCSF, where he was part of the team that planned for the H1N1 flu pandemic. He was also lead medical reporter at USA Today for almost a decade. We discuss crisis communications and COVID-19, best practices for communicating in a medical emergency, and his advice for business communicators.Note: This podcast was recorded on March 27.About B2Branded:We're a bite-sized podcast that provides news and insights about branding and communications. The podcast is hosted by Ian Bruce.

24mins

28 Mar 2020

Rank #3

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Keep it Simple!!! An Interview with Margaret Molloy

Let's be honest: complexity is a disease in B2B marketing and branding. We love our jargon and acronyms, and we think the more we say the better will be the result.In this episode we explore the virtues of simplicity with a rank expert. Margaret Molloy is the Global Chief Marketing Officer & Head of New Development at the brand strategy, design and experience agency Siegel+Gale. She is also the Board Chairperson for the New York Hub of The Marketing Society, and received the 2017 B2B Marketer of the Year award from the Drum. About B2BrandedWe're a bite-sized podcast that talks about B2B branding and communications. We interview practitioners and thought leaders to understand how to build great brands. The podcast is hosted by Ian Bruce. 

18mins

9 Feb 2020

Rank #4

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Brand Trust: An Interview with Edelman Executive Director Tonia Ries.

Edelman has just celebrated the 20th year of the Edelman Trust Barometer, research that examines global levels of trust and credibility in institutions like governments, NGOs, the media and brands. In this episode I interview Tonia Ries, executive director in charge of the Barometer. We talk about what exactly trust is, how you earn it, and why levels of trust are in decline. Tonia also explains how brands must adapt to build trust.This is the first of two interviews with Tonia. In the next episode, we discuss the importance of trust during the current pandemic. One Note: With word-from-home mandates in place we're all struggling to get a good internet connection, and near the beginning of the interview we have a few audio issues. I don't think this distracts from a very interesting conversation.About B2BrandedWe're a bite-sized podcast dedicated to news and opinion about B2B branding and communications. The podcast is hosted by Ian Bruce. 

27mins

21 Apr 2020

Rank #5

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Iconic Brands: An Interview with Harvard Business School CMO Brian Kenny

How do you manage an iconic brand like HBS? What is the balance between celebrating a storied legacy and building a modern image? With nearly three decades of big picture thinking and on-the-ground experience to his credit, Brian Kenny guides and manages the HBS brand on a global scale, ensuring that the school has a clear and consistent voice around the world. As Chief Marketing and Communications Officer, he plans and implements high-level branding, marketing, and media relations across HBS, including the MBA Program, Executive Education, External Relations, HBX and HBS Publishing.About B2BrandedWe're a bite-sized podcast that explores news and opinions on B2B branding and communications. The podcast is hosted by Ian Bruce.

25mins

5 Mar 2020

Rank #6

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Interbrand Best Global Brands: An interview with Daniel Binns, CEO Interbrand NY

For 20 years Interbrand has been publishing the Best Global Brands report that identifies the world’s 100 most valuable brands. In this episode we explore the Interbrand rankings with Daniel Binns, CEO Interbrand NY, and discuss why brand value is critically important for B2B companies, the factors that drive value, and LEGO.About B2BrandedWe're a bite-sized podcast dedicated to exploring news and issues related to B2B branding and communications. The podcast is hosted by Ian Bruce.

24mins

26 Mar 2020

Rank #7

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The People Powered Brand. An Interview with Chris Wirthwein

Many B2B companies fail to understand the importance of making a commitment to allowing the corporate brand to drive business decisions and execution. So claims our guest on this episode --Chris Wirthwein, a B2B branding expert and author of The People Powered Brand.About B2Branded:We're a bite-sized podcast dedicated to discussing the news, issues and trends related to B2B branding and communications. The podcast is hosted by Ian Bruce. 

17mins

14 Feb 2020

Rank #8

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Long-Term Thinking: Jann Schwarz, Global Director, B2B Institute at LinkedIn

Jann Schwarz is the Global Director of the B2B Institute at LinkedIn. We discuss the near-term thinking that often dominates B2B marketing and the implications for long-term brand building and value creation.About B2Branded:We're a bite-sized podcast that provides news and insights about branding and communications. The podcast is hosted by Ian Bruce.

23mins

8 Apr 2020

Rank #9

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The Power of Culture. An Interview with Denise Lee Yohn

A thread that connects some of the most admired and valuable B2B and B2C companies is their relentless focus on fusing brand and culture. In this episode we discuss how culture fuels brand building. Our guest is Denise Lee Yohn, a recognized expert on brand-building, an in-demand speaker and consultant, and an influential writer. Her latest book is FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies.About B2BrandedWe're a bite-sized podcast that talks about B2B branding and communications. We interview practitioners and thought leaders to understand how to build great brands. The podcast is hosted by Ian Bruce. 

18mins

9 Feb 2020

Rank #10