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b"Greg Monaco is a brand and story coach who strategizes with authors, entrepreneurs, executives, and artists to build compelling brands. In a career that\\u2019s included agency work with Fortune 500 brands and founding a global brand consultancy, Greg understands how specificity is critical in helping brands tell standout stories. We discussed all of this and more this week on the On Brand Podcast.\\n\\nAbout Greg Monaco\\nAs a Brand and Story Coach, Greg Monaco strategizes with authors, entrepreneurs, executives, and artists to refine their voice, build their presence, and attract dream opportunities. Greg's online network, Fearless Brands, is helping people in their pursuit of getting paid to do the work they love. Previously, Greg was a Founding Partner of Monaco Lange, an independent global brand consultancy, and was a Senior Copywriter at Ogilvy helping tell stories for clients like Girl Scouts of the USA, American Express, AT&T Wireless, and IBM to name a few.\\nBeyond branding, Greg has enjoyed many pursuits as an architectural photographer, professional soccer player, and filmmaker. He lives in Connecticut with his wife, Jill, and their three children Aidan, Cameron, and Kylie.\\n\\xa0\\nOn Brand Is Sponsored by Superside\\nSuperside is your one-stop shop for good design. Scale up your brand's design output the smart way with Superside's subscription service combining top-tier design talent and a streamlined platform for sharing and collaborating. Plus, you can get $3,000 worth of value just for listening to OnBrand! Sign up for an annual subscription and get one month FREE. Learn more now.\\n\\xa0\\nEpisode Highlights\\nFrom professional soccer to professional brand builder? \\u201cI started out pretty aimless after college,\\u201d Greg notes. While his varied career included a stint as a professional soccer player, he was always drawn to the creative arts\\u2014which led him to brand building. And in the agency world, creative work starts with a brief.\\nThe difference between a good brief and a bad brief. I liken briefs to the baton in a relay. At Ogilvy, Greg learned the difference between a good brief and a poor brief. I asked him to share and he answered with one word: \\u201cSpecificity.\\u201d\\nHow to avoid generic brand storytelling. \\u201cYou know you have a problem when you read the brief and it has a primary audience, a secondary audience, and a tertiary audience. When you try to do all of that your storytelling gets more generic.\\u201d\\xa0You can\\u2019t be everything to everyone all the time. That\\u2019s why Greg prefers going beyond the idea of a target audience and straight to the bullseye.\\nWhat brand has made Greg smile recently?\\xa0As the parent of two kids heading to college, Greg shared how he was fascinated by the branding in higher ed. Specifically, how his kids connected with the brands that the various colleges and universities projected.\\nTo learn more, go to letsgomonaco.com.\\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"