{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/668024d05cd64e8b86718671/6954976e44fae3e802fa1c31?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"#37 - Olly Markeson on leading brand strategy at Virgin, launching Skoda's first electric car, and why brands must stop overlooking neurodivergent customers.","description":"<p>In this conversation, Sam speaks with Olly Markeson, a seasoned brand strategist with experience at Virgin and Fallon London. They discuss Olly’s journey in brand strategy, the importance of balancing brand personality with business propositions, and the significance of cultural relevance in branding. Olly shares insights on launching Skoda's first electric vehicle, the challenges of brand ownership for founders, and the impact of neurodiversity on consumer experience. The conversation concludes with advice for brands on being brave and authentic in their messaging.</p><p><br></p><p><br></p><p>Key takeaways</p><p><br></p><ul><li>Ollie was highly recommended by Darren for his expertise.</li><li>His career began at Procter &amp; Gamble before moving to Virgin.</li><li>At Virgin, he learned the importance of brand values.</li><li>Balancing brand personality with business strategy is crucial.</li><li>Small moments can create significant emotional connections with consumers.</li><li>Hiring for brand alignment is essential for startups.</li><li>Cultural relevance is key when expanding into new markets.</li><li>Ollie transitioned to Fallon London to work on iconic brands.</li><li>Launching Skoda's EV required leveraging existing brand equity.</li><li>Neurodiversity is a significant factor in consumer behaviour.</li></ul><p><br></p><p><br></p><p>Chapters</p><p><br></p><p>00:00 Introduction and Background</p><p>02:55 Brand Strategy at Virgin</p><p>05:18 Balancing Brand Personality and Business Proposition</p><p>08:03 Hiring for Brand Alignment</p><p>10:48 Cultural Relevance in Brand Strategy</p><p>13:38 Transition to Fallon London</p><p>16:16 Launching Skoda's Electric Vehicle</p><p>19:16 Challenging Category Norms</p><p>21:46 Building Trust with Clients</p><p>24:28 Founders and Brand Ownership</p><p>27:25 Neurodiversity and Brand Strategy</p><p>30:06 The Birth of NeuroHouse</p><p>32:36 Improving Customer Experience for Neurodivergent Consumers</p><p>35:24 AI and Brand Interaction</p><p>38:03 Final Thoughts and Advice</p>","author_name":"Sam Marchant"}