Branding 24th June 2020

Today on your show we talk about “Branding – the Philosophy and Practice”. “Branding” is typically defined as the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.
Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. … But is there more to branding that this definition?

Part 1 – Wayne Roberts (2 mins) was born and raised in Montreal, moving to Toronto and studied journalism at Ryerson University. He worked as a professional copywriter, during which time he decided to start his own advertising agency. 30 years ago he founded Blade Branding an award-winning agency that has served a wide range of clients including Kodiak Boots, Creemore Springs Beer, Fujitsu Office Automation products, and Benzagel acne treatment. According to the Globe and Mail, Wayne is an “industry provocateur” who’s also a published columnist in numerous business magazines, a frequent guest on branding podcasts, and the creator and host of his own series of brand videos, entitled Brand Edge. Most relevant to today’s show, Wayne is a pioneer in the field of building brands through his brand community approach. And … he’s also an award-winning modern Blues singer-songwriter, with three all original albums to his credit.