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\u201cBuilding a brand is everyone's job and it\u2019s challenging. It can feel like moving a mammoth.\u201d As the Founder and Managing Consultant at Wavelength Marketing, Darren Coleman helps brands throughout the world like Johnson & Johnson and Pepsi build standout brand experiences. We discussed how to tame this beast and more this week on the On Brand podcast.\nAbout Darren Coleman\nDarren Coleman has over 20 years brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He counts Johnson & Johnson, BUPA, Maybank, Orange, Saudi Telecom Company, Ooredoo and PepsiCo are amongst the brands he has helped. Darren is frequently invited to deliver keynote talks at international conferences, moderate panel discussions and roundtables, sit on expert panel boards and comment on brand-related issues in national and international media.\nHe holds an MA in marketing (University of Nottingham) and PhD in B2B services brand marketing (University of Birmingham, UK. He\u2019s the Founder and Managing Consultant at Wavelength Marketing. Wavelength specialises in helping services brands retain relevance through experiences they build. Darren has published Building brand Experiences: A Practical Guide to Retaining brand Relevance, with Kogan Page for global distribution and his book will be translated into Korean in 2020.\nEpisode Highlights\nBrand experience vs. customer experience. Some of my favorite episodes of the On Brand podcast have explored the definitions we use as brand builders. Darren kicked off the show by noting that we use these two terms \u2014 brand experience and customer experience \u2014 interchangeably when they\u2019re actually two very different things.\n\u201cCustomer experience is what it says. It\u2019s what the customer experiences.\u201d Brand experience is about your context, your brand, and how you bring it to life.\n\u201cBrand building, for the most part, is a slow play.\u201d Darren pointed out that many today are looking for quick results, even with branding. \u201cAn ROI perspective is problematic for brands."\nWho are some of Darren\u2019s favorite examples? Virgin Atlantic (\u201cTheir CMO is passionate about the brand\u201d) and Singapore Airlines.\nBuilding brand experience is everyone\u2019s job. And HR doesn\u2019t always know that. \u201cGetting everyone on board is challenging. It can feel like moving a mammoth.\u201d\nWhat brand has made Darren smile recently? Virgin Trains! Darren recently had a bad travel experience that they managed to recover. This too is part of developing a compelling brand experience.\nTo learn more, connect with Darren on LinkedIn and check out the Wavelength Marketing website.\nAs We Wrap \u2026\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.\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher, Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices