The Attention Podcast with Brad VanAuken

“A strong brand decreases price sensitivity and increases customer loyalty.” –


brad vanauken


Brad VanAuken is president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K (now Skillsoft), a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend national quality brand ranking and Hallmark received the Brand Management of the Year award.

Recognized as one of the world’s leading experts on brand management and marketing, Brad is a much sought after speaker and writer. He has been interviewed by ADWEEK, CNN, Entrepreneur magazine, Fox News, Investor’s Business Daily, and The Bloomberg Money Show. He is an adjunct professor of marketing at RIT’s Saunders College of Business and has been a guest lecturer at many universities including Stanford University, Northwestern University, Rensselaer Polytechnic Institute, University of Rochester, University of Kansas and University of Missouri at Kansas City.


Q: What is brand strategy and how can it affect a company’s bottom line?

Q: Can you give an example of a sound brand strategy out there that most people would recognize?

Q: Describe in the biggest misconception or mistake that businesses are making these days when it comes to building their brand.

Q: When building a brand strategy, where does one start?

Q: We know research is extremely important to a successful marketing campaign, but how in-depth does a business really need to go? Can you give any examples of research you would do for a company with limited resources vs. a big brand with unlimited resources?

Q: Why did you write a book? What has it done for your own brand?

Monster Round:

1: What new brand in the past year is absolutely crushing it out there today? Why?

2: What is the most effective strategy/tactic of building brand awareness you have ever seen?

3: What’s your favorite social media network and why?

4: If you were to start a business today, what business would you start?

5: Who do you most admire and why?


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