Jonathan Staines - Gaining Insights
“What do we know, and what do we not know?”
In this episode I talk with Jonathan Staines, a brand specialist. Jonathan has a lot of experience with big brands and agencies (such as Orange). We talk about gaining insights, innovation, customer experience and a lot more. Enjoy!
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SHOW NOTES
In this episode I talk with Jonathan Staines, a brand specialist. Jonathan has a lot of experience with big brands and agencies (such as Orange). We talk about gaining insights, innovation, customer experience and a lot more. Enjoy!
Bio: During a twenty-year marketing career, Jonathan has gained client-side, agency-side and international experience.
His experience ranges from insight gathering and brand inception to naming, proposition and campaign development and delivery.
He began his career at the analysts Gartner Group before joining the UK & Global Brand team at UK telecoms company, Orange. In 2012, he was part of the brand team that launched EE – the UK’s leading mobile telecoms network, which was bought by British Telecom for £12.5 billion. Since then, Jonathan has worked for brand and advertising agencies and was one of the team who created the ‘Our places build people’ brand platform for GVA.
In 2019, Jonathan completed the inaugural Certified Brand Specialist course run by globally renowned brand expert, Marty Neumeier.
We talk about:
The study of language and how it relates to brand strategy.
The ways to communicate besides words.
The evolution of messaging and tone of voice.
Developing and defining your own personality.
What a typical brand strategy project looks like.
What is a good insight?
The overlap between strategy and creativity.
Getting clients involved.
Form a good relationship with your clients, and earn their trust.
How much should a logo cost?
What is the most powerful aspect of branding?
If you are a good designer, then you are a good creative thinker.
Read as much as you can about strategy and brands.
Important Quotes:
“Words contain ideas.”
“Use language very carefully and powerfully.”
“What do we know, and what do we not know?’
“What do they think is good value?”
“Good strategies are able to see patterns and find the important information.”
“The power of irrational thinking.”
“It takes time to build relationships and trust.”
Connect with Jonathan on LinkedIn
Here are some examples of “innocent” brand messaging.
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This episode is supported by HolaBrief
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