Understanding Brand Strategy with Mark Di Somma
\u201cThe expression of your brand strategy should excite the customer.\u201d For\xa0Mark Di Somma, brand strategy is as much a creative process as a logical one. It\u2019s about making decisions that enable a brand to change how it\u2019s valued by the people who buy its products and by those who work so hard from the inside to bring the brand to life. It\u2019s about being interesting and staying interesting in a world where attention quickly flags. I couldn\u2019t wait to discuss all of this on this week\u2019s On Brand podcast.\nAbout\xa0Mark Di Somma\nMark Di Somma\xa0works alongside brand owners and communicators to define, articulate, and elevate the competitive value of their brands at critical moments of change. For Mark, brand is a lens \u2013 a very powerful lens \u2013 through which to look at how competitive a business is, how well a brand culture works and why people will choose to pay above the market rate for your products.\nDi Somma started working in advertising, direct marketing, and the design industry as a writer and creative consultant. Today he works on projects for companies of all sizes, in situations ranging from start-up to revival and rescue. He was part of the team that defined New Zealand\u2019s national tourism branding. He rewrote the brand language of Vodafone. He led a creative team that completely rewrote every aspect of AAPT\u2019s customer contact programme in Australia. He was a founding contributor to, and later editor of, the global brand reference site All About Branding.\nDi Somma regularly shares his thinking and learnings on his blog Upheavals, on platforms such as Branding Strategy Insider and as a brand strategy keynote speaker at conferences.\nAs We Wrap \u2026\nBefore we go, I want to flip the microphone around to our community \u2026\nOur friends over at\xa0Blab\xa0who liked our recent episode featuring\xa0social video expert Brian Fanzo.\xa0Thanks for listening!\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.\nLast but not least \u2026\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher, 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