Passion Brands vs. Rational Brands with Mathew Evins
b'As Chairman and Co-Founder of EVINS Communication, Mathew Evins has built his career in service of iconic brands in food and spirits (including Maker\\u2019s Mark!) and travel and hospitality. Today these passion brands mean more than ever to consumers. We discussed how to best reach customers today this week on the On Brand podcast.\\xa0\\nAbout Mathew Evins\\nMathew Evins is the Chairman and Co-Founder of EVINS Communications. For 20 years he has led the PR agency to serve consumer-driven iconic brands in the Food, Spirits & Wine; Lifestyle; and Travel & Hospitality industries. He is one of the most respected authorities, authors, and thought leaders in luxury and luxury hospitality. He currently serves on the boards of the Global Virus Network, the International Hotel Investment Forum, and the International Luxury Hotel Association. He holds a B.A. from the University of Pennsylvania.\\n\\xa0\\nEpisode Highlights\\nPassion brands vs. rational brands. Luxury branding can be an interesting and misunderstood label. \\u201cThere are a lot of passion brands. Often luxury brands don\\u2019t know how to speak to their customers. Products serve a real, rational purpose. But rational doesn\\u2019t endure.\\u201d\\nMarketing in the travel and hospitality industries. We talked about the challenge of marketing travel at a time when people want to travel more than ever but may be afraid to do so. \\u201cBrands need to be able to communicate trust. People want purposeful travel.\\u201d\\n\\u201cMarketers are good at turning up the volume,\\u201d noted Mathew. \\u201cBut they need to be better at listening to customers.\\u201d A great example of this comes from Maker\\u2019s Mark\\u2014a longtime EVINS client. Maker\\u2019s Chairman Emeritus Bill Samuels, Jr. was also a guest on the On Brand podcast.\\nDon\\u2019t mess with Maker\\u2019s Mark. Mathew detailed a story Bill told about a time when the brand listened to their ambassadors\\u2019 when they cried out in protest over the idea of reducing the proof of the popular spirit. \\u201cWe learned you don\\u2019t mess with Americana. Maker\\u2019s as a brand is a symbol of that.\\u201d\\nWhat brand has made Mathew smile recently?\\xa0\\u201cAt a time when we all need to smile more, I have two.\\u201d Mathew shared stories of Uber Eats bringing us food when we\\u2019ve been trapped inside and how Publix has built a lifestyle brand around their store. \\u201cBrands that make me smile are the ones that pull at the heartstrings or use a little humor.\\u201d\\nTo learn more, go to the EVINS Communications website.\\n\\xa0\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn,\\xa0iHeart,\\xa0YouTube, and\\xa0RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts\\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'