My guest on this episode is Bill Harper, who has been a brand junkie since 1998, having created brand strategies and creative campaigns for more than 300 top brands around the globe including Denny’s and Enterprise Rent-a-Car. He has built four successful advertising/strategic branding agencies and his fourth one now known as wmHarper.
Me and Bill chat about how to find a brand's purpose and message, differences between startup branding and corporate branding, integrated marketing, and much more.
Bill, I read that you absolutely love creating unique brand strategies, messages, and campaigns for companies. So, how did you get into this area of marketing?
What does it take to reach the level of clarity a company needs to differentiate their brand from the competition and truly finding their purpose?
Since working with so many large global brands over the years, what have you noticed companies are missing or doing wrong in their brand strategies? Or do some not even have brand strategies?
Do you feel traditional based advertising is still very effective in creating a strong brand or do you feel digital is completely taking over or maybe a combination of both?
What do you feel is the most important step for companies to take in the process when building a brand for a startup compared to a large mid-market company or enterprise level company?
I read about your company's buzzword called "Dominatitude", tell us more about that? Is that part of your branding that makes you different?
What were some of the biggest struggles you have experienced for yourself or your clients when trying to strategically build a brand and how did you overcome them?
What are some of your best tips for companies and businesses out there trying to solidify their brand?