The Psychology of Branding

In episode 482 of Ordinary People Doing Extraordinary Things, we are back with our Wednesday segment where I chat with various experts and panels in a series I call, Connected Conversations. Each episode will feature an episode from an expert teaching on a topic or a conversation with a group of people discussing an important topic.  Each conversation will somehow relate to humanity, human connection, human rights or becoming a more extraordinary person. This episode is part of the Connected Conversations series where I chat with psychologist Tom Guarriello on the psychology of branding. He is part of the founding faculty of the Masters in Branding Program at the School of Visual Arts where he teaches about the meaning of branded objects and how to re-brand when a company has fallen out of step with culture. Listen as he talks about: How brand is defined and the history of branding Why branding is psychology The 4 things to think about when creating a brand (function, emotion, community & transcendent needs) Why interviews and qualitative research are more valuable than data when it comes to understanding why something is working or not How Branding plays into tech products like AI How a company can rebrand if they need to