In this conversation, Sam speaks with Olly Markeson, a seasoned brand strategist with experience at Virgin and Fallon London. They discuss Olly’s journey in brand strategy, the importance of balancing brand personality with business propositions, and the significance of cultural relevance in branding. Olly shares insights on launching Skoda's first electric vehicle, the challenges of brand ownership for founders, and the impact of neurodiversity on consumer experience. The conversation concludes with advice for brands on being brave and authentic in their messaging.

Key takeaways

• Ollie was highly recommended by Darren for his expertise.
• His career began at Procter & Gamble before moving to Virgin.
• At Virgin, he learned the importance of brand values.
• Balancing brand personality with business strategy is crucial.
• Small moments can create significant emotional connections with consumers.
• Hiring for brand alignment is essential for startups.
• Cultural relevance is key when expanding into new markets.
• Ollie transitioned to Fallon London to work on iconic brands.
• Launching Skoda's EV required leveraging existing brand equity.
• Neurodiversity is a significant factor in consumer behaviour.

Chapters

00:00 Introduction and Background

02:55 Brand Strategy at Virgin

05:18 Balancing Brand Personality and Business Proposition

08:03 Hiring for Brand Alignment

10:48 Cultural Relevance in Brand Strategy

13:38 Transition to Fallon London

16:16 Launching Skoda's Electric Vehicle

19:16 Challenging Category Norms

21:46 Building Trust with Clients

24:28 Founders and Brand Ownership

27:25 Neurodiversity and Brand Strategy

30:06 The Birth of NeuroHouse

32:36 Improving Customer Experience for Neurodivergent Consumers

35:24 AI and Brand Interaction

38:03 Final Thoughts and Advice

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