What’s Up, Creative Hustlers! Today Steven, recorded at 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. Today we’re Bringing Psychology into Branding with Brian Lischer.
[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 branding.
[11:00] How Brian defines branding.
[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 are 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.