206: Reid Holmes On Appreciated Branding The Brief Bros. podcast

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In this premiere episode of "The God Hook," host Carol Costello introduces the chilling story of Richard Beasley, infamously known as the Ohio Craigslist Killer. In previously unreleased jailhouse recordings, Beasley portrays himself as a devout Christian, concealing his manipulative and predatory behavior. As the story unfolds, it becomes clear that Beasley's deceitfulness extends beyond the victims he buried in shallow graves. Listen to the preview of a bonus conversation between Carol and Emily available after the episode. Additional info at carolcostellopresents.com . Do you have questions about this series? Submit them for future Q&A episodes . Subscribe to our YouTube channel to see additional videos, photos, and conversations. For early and ad-free episodes and exclusive bonus content, subscribe to the podcast via Supporting Cast or Apple Podcasts. EPISODE CREDITS Host - Carol Costello Co-Host - Emily Pelphrey Producer - Chris Aiola Sound Design & Mixing - Lochlainn Harte Mixing Supervisor - Sean Rule-Hoffman Production Director - Brigid Coyne Executive Producer - Gerardo Orlando Original Music - Timothy Law Snyder SPECIAL THANKS Kevin Huffman Zoe Louisa Lewis GUESTS Doug Oplinger - Former Managing Editor of the Akron Beacon Journal Volkan Topalli - Professor of Criminal Justice and Criminology Amir Hussain - Professor of Theological Studies Learn more about your ad choices. Visit megaphone.fm/adchoices Support our show by becoming a premium member! https://evergreenpodcasts.supportingcast.fm…

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206: Reid Holmes on Appreciated Branding

about a year ago 1:04:33

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Henry Gomez and I welcome back our friend Reid Holmes. And together, we celebrate the publication of his book Appreciated Branding.

It's an enlightening and provocative examination of how to make mature brands, in Reid's words, "irreplaceable." His prescriptions for brands, according to reviewers, are timely and humane.

We begin our chat with a little time travel. We revisit Reid's days leading the creative department at the now-defunct Campbell Mithun in Minneapolis.

That's where I met and went to work for Reid. And he shares with us the thinking behind the award-winning campaign for H&R Block, "I got people."

Join us as we explore Reid's invaluable lessons for brands.

… continue reading

100 episodes

#Business #Podcasting Education #Marketing #Creative Brief Workshops LLC

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206: Reid Holmes on Appreciated Branding

The Brief Bros.

published about a year ago

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MP4•Episode home

Content provided by Creative Brief Workshops LLC. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Creative Brief Workshops LLC or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

Henry Gomez and I welcome back our friend Reid Holmes. And together, we celebrate the publication of his book Appreciated Branding.

It's an enlightening and provocative examination of how to make mature brands, in Reid's words, "irreplaceable." His prescriptions for brands, according to reviewers, are timely and humane.

We begin our chat with a little time travel. We revisit Reid's days leading the creative department at the now-defunct Campbell Mithun in Minneapolis.

That's where I met and went to work for Reid. And he shares with us the thinking behind the award-winning campaign for H&R Block, "I got people."

Join us as we explore Reid's invaluable lessons for brands.

… continue reading

100 episodes

#Business #Podcasting Education #Marketing #Creative Brief Workshops LLC

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The Brief Bros.

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218: When creative gets killed 13:44

19 hours ago13:44

13:44

Creative work presented to the client gets killed with alarming frequency. The average number of rounds today is...five...before the client signs off. Scary, yes. But today Henry Gomez and I talk about the immediate problem: how to recover, regroup and come back with your best thinking. The task requires leadership from both the brief writer/stragetist and the creative director. Howard and Henry break down the challenge from both perspectives.…

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The Brief Bros.

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217: When you must rebrief 22:43

8 days ago22:43

22:43

In another "Nuts 'n bolts" discussion, Henry Gomez and I talk about the rare but not unusual occasion when your client says, "Start over." This is different from those presentations when the client rejects the work, but not the brief. Something more serious happens and you're instructed to begin again. Henry and I will tackle the former challenge in an upcoming episode. Today we dissect the process brief writers sometimes face when the brief may need adjusting. And then the creative team needs to be read in a second time. How should strategists handle this scenario? Henry offers a few valuable guideposts.…

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The Brief Bros.

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216: Evaluating ideas is hard 13:47

15 days ago13:47

13:47

Our friends at BetterBriefs , Pieter-Paul von Weiler and Matt Davies have delivered more scathing survey results. This time on the subject of evaluating creative ideas presented by agencies to clients. Why are ideas so difficult to judge? Why have rounds of creative presentation grown from an average of three to five before clients sign off? Henry Gomez and I share one juicy survey result from the lot and break it down for you. it's a sad situation, and it's both not surprising and shocking. We discuss.…

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The Brief Bros.

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215: SXSW teaching star 55:02

22 days ago55:02

55:02

Kit Altin is chief strategy officer at The Gate London . And she made a splash last year at Austin's SXSW with queues round the block waiting for her workshop. She was so popular, she was invited back last month. And she's now a fixture at the annual festival that celebrates tech, film and music. Kit joins Henry Gomez and me to talk about her journey from journalist to copywriter to strategist and renowned creative educator.…

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The Brief Bros.

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214: Eight hours to write a brief? 31:29

29 days ago31:29

31:29

You're given only eight hours to write a creative brief. What now? According to our guest, Dan Carlton , it's not a common event, but it's not rare either. Dan is the CEO and founding partner of The Paragraph Project , a company that develops "human-centered strategies" for marketers and agencies alike. And he's created an online training for strategists in a pinch for a quick-turn brief. It's an hour-by-hour structured training to move from blank page to a finished brief. He's even offering Brief Bros. viewers a 50% coupon to try his "8 Hour Creative Brief." Use this link and the code BRIEFBROS: planneru.gumroad.com/l/eighthourcreativebrief…

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The Brief Bros.

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213: Inside look at podcasting 54:38

5 weeks ago54:38

54:38

Meet Kevin Le , content creator and podcast producer. A chance encounter on a business flight led to a three-hour non-stop conversation. And in invitation to join me on The Brief Bros . Kevin's enthusiasm for podcasting is infectious. And his deep experience opened my eyes. And since so many of Henry Gomez 's and my colleagues are dabbling in podcasting, this was an ideal time to delve into the topic. As you'll discover, Kevin will open your eyes too. Which online tools work best for podcasters? How do you record, edit, and reformat your podcasts? Kevin answers these questions and offers so much more.…

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The Brief Bros.

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212: Creative-Strategist tension 21:21

6 weeks ago21:21

21:21

Henry Gomez and I return to discuss an important "nuts 'n bolts" topic: why is there tension between strategtists and creatives? Alex Morris joined us a few months ago to share results from his own informal survey on this topic. But Henry and I decided it merited further exploration. When the relationship works, the results are magic. When it doesn't, the work suffers. Henry and I share our thoughts on how to foster this important partnership. Creatives and strategists, pull up a chair.…

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The Brief Bros.

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211: Can AI help clients write better briefs for their agencies? 55:25

7 weeks ago55:25

55:25

Henry Gomez and I welcome Fab Nolan and Adam Green from 99Ravens.ai this week. 99Ravens is a new company in Toronto. And it makes a big promise: to improve the quality of client briefs to their ad agency clients. How? By using its AI-trained tool. Fab and Adam explain how it works and why they deliver on their promise. And they provided us with a demonstration video . It's a fascinating and provocative topic certain to generate discussion. And today, we get it started.…

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The Brief Bros.

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210: Emerging Talent Series continued 35:10

8 weeks ago35:10

35:10

Hubbard School of Journalism and Mass Communications student Alex Chrislu joins us today. She graduates in May and as you'll soon discover, she explodes with enthusiasm and confidence. And it's not hard to picture her in a senior leadership role in a short time. Henry Gomez and I revel in meeting young talent like Alex. For all the oldsters we talk to who lament our industry's future, the Alex Chrislus of the world inspire us and give us hope. So sit back and watch as this young woman draws a clear picture of her own future. And, we hope, for the ad business as well.…

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The Brief Bros.

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209: Why do agencies rewrite the brief? 22:19

9 weeks ago22:19

22:19

Henry Gomez and I return with a Nuts 'n Bolts episode. Today we share with you a paper written in 2010. It's authored by Merry Baskin, a member of the World Advertising Research Center (WARC). And she writes on writing the agency brief. As Henry points out, this is the topic that triggered a debate between the two of us. The debate that motivated us to launch The Brief Bros. Baskin's paper may be 15 years old, but the topic is as relevant today as ever.…

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The Brief Bros.

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208: Whither "Get, to, by"? 39:22

10 weeks ago39:22

39:22

Uri Baruchin joins Henry Gomez and me for the final segment of our conversation about frameworks. And today we tackle a brief construct designed to simplify and clarify. Yet too often practitioners flub it. Why? Uri tells us. But he's just getting warmed up. What is the biggest cost of AI? You've heard many pundits pontificate. But Uri's answer may surprise you. All this and more.…

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The Brief Bros.

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207: Why brand frameworks fail 41:28

11 weeks ago41:28

41:28

Our friend Uri Baruchin returns for a two-part conversation. When he joined Henry Gomez and me three weeks ago , we simply ran out of time. It happens. Today, we asked him to expand on a thought: why have brand platforms failed us? It's a master class in strategy. Part 2 is next week.

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The Brief Bros.

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206: Reid Holmes on Appreciated Branding 1:04:33

12 weeks ago1:04:33

1:04:33

Henry Gome z and I welcome back our friend Reid Holmes . And together, we celebrate the publication of his book Appreciated Branding . It's an enlightening and provocative examination of how to make mature brands, in Reid's words, "irreplaceable." His prescriptions for brands, according to reviewers, are timely and humane. We begin our chat with a little time travel. We revisit Reid's days leading the creative department at the now-defunct Campbell Mithun in Minneapolis. That's where I met and went to work for Reid. And he shares with us the thinking behind the award-winning campaign for H&R Block, "I got people." Join us as we explore Reid's invaluable lessons for brands.…

T

The Brief Bros.

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205: Adeola Mosanya, Creatives Accountant 18:41

13 weeks ago18:41

18:41

We work hard as creatives, strategists and brand advocates. So when it comes to organizing our finances and paying taxes, how many of us are as buttoned-up with the numbers as we are with ideas? This week, we thought we'd pause for a moment and talk dollars and sense. And introduce you to a numbers person who knows creatives, Adeola Mosanya, Founder and CEO of Creatives Accoun t. She is a creative herself, but also dedicates her professional life to helping other creatives with tax prep. And since tax time is closer than you think, The Brief Bros. is happy to welcome Adeola, who is also my accountant. I chose her precisely because she knows and works with other creatives like me. In advertising as well as other creative professions. She's located in Houston, but works with clients all across the US. Pay attention. You might learn something. And a special offer: a free online class for anyone thinking about starting their own business.…

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The Brief Bros.

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204: Uri Baruchin, strategy philosopher 50:24

14 weeks ago50:24

50:24

Thanks to our friend and a former gues t, Baiba Matisone , Henry Gomez and I introduce you to Uri Baruchin. Uri is a consulting strategist in London with more than 20 years of agency and brand experience under his belt. And he has more than a few things to say about our industry as he looks back on his career. He is unflinching in his critiques. And grounded in an eruidition most of us should envy. So sit back and listen to a philosopher strategist share his thoughts on the basic strategy frameworks that have failed us. Fortunately, this is only Part 1. We have invited Uri back to dive even deeper into his prognoses and predictions.…

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