Brand Frameworks: Flipping the Script on Creative-First Branding
Description
This episode dives into the brand frameworks of companies. Tyler Borders, Chief Brand Officer at Carnegie, discusses his journey from artist to brand strategist and how he flipped the script on traditional branding. He explains his psychographic framework for going beyond demographics to understand what truly motivates an audience. The conversation also explores the transition from a nimble "pirate ship" startup to a repeatable "battleship" organization and the challenge of maintaining an innovative edge.
Join us as we discuss:
[1:19 ] Psychographic frameworks and shifting to a research-first branding mindset
[10:38 ] Automation versus the human element and avoiding paralysis by analysis
[19:56 ] Navigating higher ed stakeholders and pushback on innovation
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