Branding innovation - Matthew Ranson - BOLDtalks Innovation 2013

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So, you have an innovative idea. You\'ve turned this idea into a workable concept and secured the required funding to take it to market. But, how important is branding when it comes to your new business? For startups and small businesses, branding can often take a backseat to other considerations, such as funding and product development. Matthew Ranson is here to share his thoughts and expertise on why early branding of a small or emerging innovative company is key to business success.

You\'ve probably heard as many definitions of the word \'brand\' as Matthew Ranson has. Is it a name or symbol associated with a product, service or organisation? Or simply a flashy logo? Is it something that sets a company apart from the competition? A promise to its customers? Its beating heart? Or is there a different story?

Over 18 years of real-world business experience, and countless hours spent launching, developing and refining brands around the world, have given Matthew a radically different view. He believes that brands connect the four crucial elements of any enterprise -- customers, employees, managers and shareholders. That brands are a constantly evolving collection of memories -- an individual\'s functional, emotional and rational associations with an organisation\'s values, ideas and even personality -- both real and perceived. That branding is profoundly about who we are and how we relate to each other -- as organisations and as individuals.

Matthew has built a reputation as a thought leader and transformational brand strategist in the region. He is known and respected for his uncanny ability to engage and enthral audiences from all walks of life in the mystical art of brand-building. His real-life branding experience and practical, hands-on management style have allowed him to connect with individuals at an intimate, intense and personal level.

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