F*ck the brand guidelines: Do this instead (w/ Lewis Kemp) | S3 EP1

Most marketers worship their brand guidelines. Lewis Kemp thinks you should burn them.In the first episode of Season 3 of the Paid Media Lab, Lewis Kemp (founder of Lightbulb Media and The University of Creative Idiots) joins us to explain why strict brand rules kill creativity, and reveals how to rebuild a system that drives actual, meaningful results. We cover:• Why almost every small businesses doesn't actually have a “brand” yet• How ego kills performance (and what to do about it)• The banned ads that made Lewis’s clients millions• How to work with the brand police — and win• Why creative variety is the secret to scaling paid campaignsTimestamps0:00 - Coming up01:04 - Who is Lewis Kemp?03:02 - What is a ‘gimpfluencer’?06:43 - Why most brand guidelines are pointless09:22 - Defining what a real brand actually is10:30 - What businesses lose sign of 12:35 - Examples of ads ruined by brand guidelines14:50 - Lewis’s banned ads and controversial campaigns17:12 - How to work with the ‘brand police’20:30 - The importance of the hook23:54 - Channel-specific tips for Meta, YouTube, and Google Ads26:11 - The psychology behind ads27:05 - When brand guidelines actually matter28:30 - Final thoughts & The University of Creative IdiotsFollow Lewis Kemp on LinkedIn: https://www.linkedin.com/in/lewis-kemp-manchester/Brohemian Rhapsody: https://www.linkedin.com/posts/lewis-kemp-manchester_freddiemercurypoisoning-activity[…]m=member_desktop&rcm=ACoAACFEGBsBRwvmUu5KZhW-4iarWDuWYKRbRxEThe University of Creative Idiots: https://joinuci.com/Prefer reading? Read the episode recap here: https://www.lunio.ai/blog/ignore-the-brand-guidelinesSubscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:Watch on YouTube: ‪@lunio_ai‬ Listen on Spotify: https://open.spotify.com/show/5K858fJ...Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast... Listen on Amazon Music: https://music.amazon.co.uk/podcasts/7...Get more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library