The Quest for Meaning: Unifying Beauty & Functionality Through Branding with Martin Zarian
What is brand strategy? Why should companies care about purpose? Does every company need one?
Martin Zarian is a certified brand strategist, brand architect, and identity designer with 15+ years of experience. He is the co-founder of Factory 39, a brand and software consultancy. He has worked with companies like FIFA, Sharp, Dr. Oetker and numerous other brands.
In this episode:
The power of brand purpose
How to communicate value effectively
The rationality myth
Purpose activation and ROI
The influence of emotion on decision making
Creating a safe and fun environment in workshops
Converting non-believers in brand
How to transform yourself and push through fear
Confronting difficult conversations
Branding to breakdown silos
The ‘aha’ in Martin’s life