Better Brand Experience Through Brand Education with Justin Wartell
b'\\u201cExperience is the residue brands leave with people after the product\\u2019s gone.\\u201d Justin Wartell of Monocle knows a thing or two about brand experience. In working with brands as diverse as FedEx, Quiznos, Mass General, and the Denver Broncos, this brand builder knows that it all comes down to answering the big questions like \\u201cWhy do we do that?\\u201d We discussed brand education, experience, and more on this on this week\\u2019s episode of the On Brand podcast.\\n\\xa0\\nEnjoy This Episode Now\\n\\nDownload Episode\\n\\n Subscribe via iTunes\\n\\nSubscribe via Stitcher\\n\\nAbout Justin Wartell\\nWith more than 10 years building hard-working brands,\\xa0Justin Wartell\\xa0is the \\u201cWhy do we do that?\\u201d person\\u2014asking questions that encourage clients to think differently about how brands are built and managed. Justin\\u2019s expertise is in insights, analytics, strategy and experience, and he\\u2019s done extensive work around the world in mapping experience journeys. He spends most of his time helping clients\\u2019 brands to work harder while leading key practice areas at Monigle.\\nJustin\\u2019s experience is deep in health care but goes beyond; brands he\\u2019s helped build include Northwell Health, UCHealth, the Denver Broncos, Adventist Health, FedEx, Partners HealthCare, Sherwin Williams, Massachusetts General Hospital, One Main Financial, The New England Journal of Medicine, Quiznos, and Tenet Healthcare. Prior to Monigle, Justin led Interbrand\\u2019s retail and consumer branding business, the second-largest office in Interbrand\\u2019s global network.\\nEpisode Highlights\\nThe brand sophistication spectrum.\\xa0When working with new clients, Justin starts by testing out the answers to some critical questions. (1) Do these organizations use the \\u2018b-word\\u2019? (2) Do we have a clearly defined understanding of brand? (3) Is there clarity across the organization?\\nBrand experience is vast.\\xa0How do you get your arms around it?\\xa0Once again, it comes down to definition and shared understanding. \\u201cWe have to have a shared definition. It\\u2019s the residue brands leave with people after the product\\u2019s gone. You can buy detergent at Whole Foods, Walmart, and Target but the experience is different for each.\\u201d\\nThe role of brand education.\\xa0Branding is hard. And the work doesn\\u2019t stop once you launch a new initiative. That\\u2019s why you have to consider brand education. Brands have to consider why this is necessary and provide people with avenues for sharing and connecting with the brand in their work.\\nHow do you brand the Denver Broncos?\\xa0Echoing what the Minnesota Vikings\\u2019\\xa0Steve LaCroix said when he was on the On Brand podcast, Justin said you have to make the brand real for all of the fans who never set foot in the stadium. \\u201cHow can you propel the energy around the brand? Really, the Broncos brand brings people together \\u2014 it\\u2019s that community-first mindset.\\u201d\\nWhat brand has made Justin smile recently?\\xa0As a busy brand builder who spends a lot of time on planes and in airports, Justin is always looking for special brands to take home to his family. He shared a story about a remarkable interaction with a Lush Cosmetics employee at the airport in London. Lush \\u2014 if you\\u2019re listening, we\\u2019d love to have someone on the On Brand podcast!\\nTo learn more,\\xa0go to\\xa0monigle.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'