JP Hanson - From business to brand strategy

JP Hanson is the chief executive for international consultancy Rouser, a globally recognized authority on business and marketing strategy, columnist for MarketingWeek and a popular headline speaker. He has delivered keynotes at events all over the world, from Reykjavik to Mumbai and London to Dubai, always with an entertainingly no-nonsense approach. Both a marketer and a lawyer, he is known for his firm belief in critical thinking, observable evidence and complete freedom from hype.

We talk about:

• The Rouser manifesto

• Positioning vs Distinctiveness

• Long term vs Short term brand building

• The definition of branding

• Tactics vs Strategy

• How to understand business strategy

• The hierarchy of business, marketing and brand strategy

• The Dove 'real beauty'  campaign

• Brand purpose as management tool

• The four 'P's by Kotler

• Positioning as a 'timesaver' instead of a marketing tool

There is a bunch of booktips throughout the episode:

• How brands grow by Byron Sharp

• Building Distinctive assets by Jenni Romaniuk

• Eat your greens by Wiemer Snijders 

• Good strategy, bad strategy by Richard Rumelt

• The Halo effect  by Phil Rosenzweig

• The long and short of it by Peter Field and Les Binet

Thank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs.