Bringing Psychology into Branding with Brian Lischer

What's Up, Creative Hustlers! Today Steven, from Impact Hub Siracusa Sicily, is talking with Brian Lisher, CEO and Chief Brand Strategist with Ignyte, a badass branding firm out of San Diego, CA. [01:04] What's up Brian, ready to get hustling? [01:19] Why Brian is a Creative Hustler, and more about Ignyte. [02:25] How Brian manages converging sociology and psychology into Ignyte. [04:37] Brian wanted to fix the brand, instead of promoting the brand. [05:40] Even Alan has a psychology degree. The greatest marketers are psychologists. [07:00] Started with a social media consulting contract, and moved into branding. [08:00] Ignyte has been open for 4 years, but really 3 full years. [9:30] How Steven defines brand. [11:00] How Brian defines brand. [11:35] How Brian brings data into shaping perceptions. [13:15] It's important to know how a CEO views you vs. a Marketing Manager. [15:15] Why there isn't always a direct ROI. [16:40] Sometimes you have to adjust pricing to meet the competition. [17:00] It's more expensive and harder to be a change agent. [18:45] If it comes down to arguing about price, it is probably the wrong client. [20:26] Sometimes your competitors are 10x the price, but not 10x the value. [21:46] Where does inspiration come from? [23:14] Without having partners or high level staff, much of the work falls on Brian. [24:40] How Brian deals with late night resurgence in creativity. [25:24] Being able to do the analysis and turning it into data for creative execution is what Brian loves. [26:40] What Brian is excited about for 2018: Growth, public speaking and more. [29:30] Brian's secret to balancing the building of a business is working with an HR consultant, and developing a hiring process. [30:48] Process is everything. [31:32] Brian's choice for grabbing a drink with a Creative Hustler: Steve Jobs. [33:35] People not be able to tell detail and obsession that went into a project, but they can feel it. [36:07] Brian is a minimalist, and needs to work with others like him. [38:19] There's two types of people who do pitches. 10 slides & no words, or 300 slides and tons of words. [39:15] Where Brian & Ignyte live on the internet. [40:55] As always, check out The Creative Hustler, or Latin & Code, and please leave a review. [41:13] Melissa's Moment of Hustle. Contact: Twitter.com/BrianLischer IgnyteBrands.com