Greg Hill, founder of marketing consultancy BrandBirth

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FOURCY Radio. Churchill said, those
who failed to learn from history are condemned

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to repeat it. Kevin Helenan believes
that certainly applies to business. Welcome to

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Winning Business Radio here at W four
CY Radio. That's W four cy dot

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com and now your host, Kevin
Helena. Thanks everybody for joining in today.

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I'm Kevin Hallanan and welcome back to
another episode of Winning Business TV and

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Radio. We're on W four cy
dot com. We're streaming live on Talk

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four TV in addition to on Facebook
and that's at Winning Business Radio, and

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of course we're available in podcasts after
the live show on many other platforms including

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YouTube, iHeartRadio, Spotify, Apple, pretty much wherever you listen to your

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favorite podcasts. The mission of the
show winning business radio and TV, as

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regular listeners know that viewers as well, is to offer insights and advice to

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help people avoid the mistakes of others, to learn best practices, right,

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that's the how tos, the what
toos, the what not tos, and

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to be challenged and certainly and hopefully
to be inspired by the successes of others.

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But you know, virtually every successful
person that I've ever had a chance

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to talk to has had some form
of failure in their lives and careers.

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So, like I say, every
week, while we all have to get

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our knees scraped once in a while, I'm driven to keep those scrapes from

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needing major surgery. Let's endeavor to
learn from history so we don't repeat it

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today. My guest is Greg Hill, founder of marketing consultancy brand Birth.

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Here's his bio. Greg Hill has
earned a reputation as a transformational leader and

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entrepreneur with a unique ability to redefine
and reinvigorate brands. His experience runs the

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gamut from senior level positions at multinational
and advertising agencies to serving as a principal

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in several boutique agencies. In these
roles, he's been fortunate to advise some

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of the world's leading brands, including
Sony, Mattel, Microsoft, Virgin Land,

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Rover, Jaguar, and Oakley.
He may be best known for opening

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Lunch Lunch Advertising almost said Launch Lunch
launched Lunch Now Lunch Advertising, where he

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managed the launch there. It is
a national rollout of Red Bull Energy Drake.

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Greg currently serves his clients through Brand
Birth, a marketing consultancy dedicated to

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creating viable brand foundations for new and
evolving brands. Through Brandbirth, Greg partners

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with dynamic, entrepreneurial brands looking to
define and execute on their brand promise and

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present their story to consumers in more
innovative, empathetic, and unexpected ways.

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Over that time, Greg has also
acted as in house chief marketing officer for

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several of his clients, including Bo's
Spirits, where where he supervised all aspects

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of the branding and launch of the
first line of fruit infused spirits, and

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Bare Humboldt, the legendary Humboldt County
cannabis extraction and technology brand. Earlier,

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Greg was a senior vice president at
Young and Rubicam brands, where he was

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tasked with creating a new operating division
responsible for developing and staging more innovative and

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non traditional marketing efforts for a roster
of multinational brands. Prior to Young and

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Rubicam, Greg was a partner at
several nationally renowned creative agencies to manage the

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introduction of Red Bull to the Northern
American market. As you heard, Greg

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opened the storied Lunch Advertising Agency.
Under his leadership, Lunch established itself as

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a vital agency during an industry wide
recession, growing in one year to fifty

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plus employees spread over four offices with
one hundred million in billings. As a

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result, Greg was featured in a
featured Excuse me in a cover story in

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Adweek, and the agency itself was
identified by Creativity magazine as one of the

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ten hot new agencies in the US. Before launch, Greg served as the

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managing director of the M one Agency, best known for staging the broad based

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consumer launch of Oakley Sunglasses. He
also served as agency foreman I Love This

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Name at G and M Plumbing,
growing agency buildings tenfold and developing award winning

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work for clients including Del Taco,
HBO Video THHQ Video Games, and Red

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Robin Restaurants. Greg graduated with highest
departmental honors from Claremont McKenna College with a

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double major in literature and political science. Greg's wife of twenty five years this

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August is Jamie. They have a
twenty year old daughter named Lulu, and

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their dog parents to Franny, a
Golden Retriever that's beloved by literally every person

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who's ever met her, and I
believe that, as Greg says, they're

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total dog people. At one point
they had six Greg, welcome to Winning

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Business Radio and TV. Thanks for
being here, Thank you for having me.

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I appreciate it, my pleasure.
It's been a bit. Tell us

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about Jamie. Let's start with the
good stuff. Yeah, great, Jamie's

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awesome. Jamie is. There's the
Beach Boys song with the line God only

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knows what I'd be without you,
And that's essentially I think of her,

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because whatever I am, or whatever
my failings are, she has put up

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with me. Bless her heart,
and and sort of been right there in

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the middle of guiding and directing and
leading my life. So yep, and

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Lulu, your daughter, She's equally
awesome in her own twenty year old way.

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She's just couldn't be smarter and funnier. Yeah, she's up at school

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up in the Bay Area, and
she has no idea what she wants to

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do. She loves working with kids. Kids love her. She's got something

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that they just think she's the coolest
person in the world. And she loves

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art and there may be something in
that intersection for her. So but I'm

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in no hurry for her to figure
it out. They keep trying to tell

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her, your twenties are of the
decade of not knowing, like the entire

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decades. To take advantage of that, and we'll go from there. Well,

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when I grow up, I hope
to make some of my out of

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myself. So I'll keep you tuned. Uh. And of course the star

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is of the family's probably Franny tell
us about Franny's actually asleep right here,

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but she sleeps well, so I
know this is don't have a dog in

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the room. Yeah, she's ten
now, which is crazy, but she's

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just she's the perfect golden retiever.
She goes to what she understands to be

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the people park right the dye,
and she just goes from person to person

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to person. And as I see
she's she's every dog own her second favorite

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dog because she knows exactly how to
work the crowd and they love her.

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So so I know you asked a
question. We'll get to this. I

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won't explain. We'll explain, you
know, probably after the first break.

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But I'm an Isle and I'm a
dog person. That's the part I want

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to get to, a dog person. But everyone will know what that what

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we mean by ale or window a
little bit. But so let's get a

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little bit of background. Tell us
where you grew up. So I was

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born in Santa Cruz, but but
I was relatively young when we moved to

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Orange County, and that's really where
I grew up. And I always viewed

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Orange County is a good place to
grow up in a better place to leave.

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I was never moving back. I
went to the school at a small

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school outside of LA and then really
had the bulk of my career in Los

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Angeles. Then, once we had
our daughter, my wife had also grown

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up in a different part of Orange
County. She really wanted to move back.

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I really didn't. And here we
are, and we're back. So

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they raised our daughter down here and
now she's out of the house. The

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question is Okay, where next kind
of how it works, right? Yeah,

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Yeah, I ended up in the
city. I grew up in the

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suburbs of a town called Midfield,
about twenty something miles south west of Boston.

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But I've been in Rosendale, a
neighborhood in Boston for a long time,

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many years, almost forty because of
my wife. I don't regret it.

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It's great, by the way.
But so what made you choose Claremont

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mckenn I always liked to and I
don't know much about the school. I

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always like to just get a sense
as to what people were thinking and also

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what your early interests were. Right, So Claremont when I went there,

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there were eight hundred and fifty students
there. There are five schools of the

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Claremont colleges together, and I think
there are four thousand students, So it's

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small, which I loved. I've
always just super involved in school, and

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I wanted to go someplace where I
could stay sort of the heart of everything.

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But the thing that stealing for me
I played water polo in high school,

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really competive water polo, but I
knew I didn't want to do d

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one polo. It was it's your
life. Yeah, and IoT it,

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but I was done with that level
of commitment. But Claremont had the best

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sort of D three program nationally.
But the first time I went out there,

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I went out with a buddy and
the guy's walking us around campus.

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I remember his name was Mark Cuff, his nickname was Muff, and every

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single person we walked by just said, hey, mof pay up, like

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like everyone knew everyone. I thought, this, this is where I want

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to be. I want to be
in a place where I where I know

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everyone, And yet you have these
other schools so you can always go out

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and meet someone new. But I
just loved the interacy it was. It

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was a good college, and it
was a rigorous college, and it was

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such a different time because it was
the only school I applied to. I

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applied early admission by November of my
senior year. I was done with the

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whole same in the school, right, and it's such a different world now

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I'm just poor kids. Yeah,
So why English and polyscid just straight up

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liberal arts, just thinking and ideas. I mean, that's really and in

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retrospect, I would have traded out
the polic side for history. There was

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a moment in time when I thought, oh maybe I'll be in politics,

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So that was sort of naturally part
of it. But it is really just

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a focus on ideas and communication.
I always say to my daughter, if

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you can write and you can talk, you can do anything, and the

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people who understand what that thing is
will work for you. And I believe

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that, like the ability to communicate
and express an idea is everything. You

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know. It's funny I had a
troika. Doesn't mean we don't need to

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explain that word, by the way, but I had a troika earlier today

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and you know, small network group
meeting of three people for lunch. Okay,

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I guess I did explain the word. But the question was, you

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know, why do better people get
into politics? And the answer was would

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you I spent well, other people
were spending a semester, a broader year

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abroad. I spent a semester in
Washington, DC, took classes at Georgetown

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and work on Capitol Hill, and
and he thought I had about going into

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politics was dashed, you know,
while I was a junior in college.

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Because the people, I think still
many people go in genuinely wanting to help,

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but the trade offs are so immediately
apparent and the just the crushing of

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one's spirit and it's it's depressing.
And again, I think they're really good

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people. I think the real heroes
are the sort of lifetime people who aren't

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elected, who are running, you
know, the day to day of government.

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Those are the people who are truly
dedicated. So when did you know

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you wanted to get into advertising slash
marketing? So the second semester senior year,

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I looked up and sort of realized
that I had to get a job.

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And I had sort of let me
give you the second The follow up

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is how'd you get the first job? So I might go ahead, I'll

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do this right. So I was
like, oh I I oh, I

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have to work. And I spent
a lot of time, again going back

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to being a small school, I
spent a lot of time throwing parties.

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There was actually a budget for throwing
parties, and I would do themes for

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the parties and flyers and promotions.
It was just fun for me. And

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I'm at one of these parties I've
thrown and I'm talking to this cute young

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woman and she says, you should
go into advertising, And I said,

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you're right, I should go into
advertising, and literally out that appealed to

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me. It was very broad and
so you do the thing, you send

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out the resumes, you meet the
people, each person, intership, you

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go through that whole thing. And
then at the same time four doors down

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for me was the son of the
chairman of Gray Advertising, and he's like,

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you need to meet my dad.
When in we hit it off.

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He believed in the school, so
I sort of had a leg up.

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This was also back when the people
had training programs, like they invested in

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people just to them. At that
point in time, their training program had

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only ever been MBAs. I was
the first person to get in with just

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an undergraduate degree. But it was
such a fantastic opportunity and that was really

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the jumping off point for it.
Cool. All right, this is a

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question. It might cause you to
think, and this will be the question

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that will probably take us into our
first break. Okay, from that experience

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of getting that first job Gray Advertising, you there for a good junk of

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time, six years. That's significant
for a first job. I think,

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I know times were different than they
are now, and I know that makes

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us sound all well, but what
was your key lesson learned from that experience?

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My key lesson learned from that experience
is is it was a great training

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in a hundred different ways. But
I am not someone who can work in

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a corporate environment. I am not
someone who can go and be one of

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a really big group of people working
every day and doing the same thing every

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day, which which really teed up
well. First of all, when I

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left Gray and I've been in a
relationship since college, they both tend to

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end. I left the country for
a year, I packed a backpack,

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I cashed out. Fortunately Grave was
very fiscally conservative, so there was essentially

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retirement money. But I literally I
left to leave Gray, and then when

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I came back, it was much
more focus on what can I do,

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what might create, And part of
that was that second phase of my career

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where I started opening my own agencies. But that was really the take.

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I mean, great training, how
to write, how to think, how

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to communicate, all those things,
but really, okay, I can't work

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in it. I can't go into
an office every day for these hours and

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do this thing. It ain't me
and I'm not good at it. That's

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a good answer. That's a good
answer. All right, We're going to

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take our first break. It's just
about a minute, we'll be right back

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with Greg Hill. Excellent. You're
listening to Winning Business Radio with Kevin Helene

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00:13:50.360 --> 00:13:54.200
on W four CY Radio. That's
W four cy dot com. Don't go

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00:13:54.240 --> 00:13:58.919
away. More helpful information is coming
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Get your free advertising now. And
now back to Winning Business Radio with

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Kevin helenan presenting exciting topics and expert
guests with one goal in mind to help

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00:14:43.519 --> 00:14:56.879
you succeed in business. Here once
again it's Kevin Helena. We're back with

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Greg Hill. He's the founder of
Marketing Concer. To see brand birth.

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We're going to talk more about that
in a bit. And so I don't

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want to go through every work experience, but can you share some key lesson

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learn lessons learn either from a campaign
or from a mentor or a boss or

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a particular role. I know you
were at M one after that was like

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second job or somewhere in there early, but can you reflect on some of

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that. I know it's a while
ago, but being a best well,

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I think there were two I'd love
to call the mentors, but that might

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be a little presumptuous. But the
founder of Oakley, Jim Jynard, and

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the founder of Red Bull Deetrich Mode
Shits. Both of them had this insight

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and this understanding of the difference between
branding and marketing, of the idea of

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more empathetic connections, of the idea
of how you really you identified the people

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you care about the most, and
not how to sell with them, but

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how to help them and between them. Those two were so sort of formative

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in my understanding of what I do
now and this idea of how you remove

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yourself from the utilitarian sense of what
will it cost to get someone to do

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the thing I want them to do, as opposed to who do I care

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about? How can I help them? And how do they you know,

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how do I invite them in to
be a part of my club on their

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own terms? So those two were
really sort of the foundational I think influenced

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00:16:15.679 --> 00:16:19.080
for me. So I got asked, did you come up with the wings?

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00:16:21.480 --> 00:16:25.080
So the wings is actually the original. It's it's German, and it's

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00:16:25.080 --> 00:16:29.240
it's much it's a much more elegant
statement in German. It flows a little

240
00:16:29.240 --> 00:16:32.440
bit. Spell it wrong, by
the way, I'm teasing, they spell

241
00:16:32.480 --> 00:16:34.840
it wrong. There's multiple eyes.
I forget how many eyes are, but

242
00:16:34.919 --> 00:16:40.039
yeah, yeah, yeah, yeah. But but the way that that job

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happened was Red Bull. What they
did in every and they were already in

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00:16:45.080 --> 00:16:48.919
a dozen countries by the time they
came to us, and what they did

245
00:16:48.960 --> 00:16:52.120
in every country is it would just
sort of hire a local agency to translate

246
00:16:52.200 --> 00:16:55.480
or transliterate the work that was created
Germany. It's just it was just function

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00:16:55.600 --> 00:17:00.519
here, do this. To their
credit, they realized that the US couldn't

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be handled that way, that it
needed to be something genuine and authentic and

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reflect you know, this culture.
And so instead of finding the hiring an

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agency, we actually built an agency
from scratch with around red Bull as a

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first client, and then built it
out from there. But that allowed us

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to sort of take the culture to
be immediately integrated into and I'm talking.

253
00:17:22.720 --> 00:17:25.359
When we started, there was you
know, twenty eight people at Red Bull

254
00:17:25.359 --> 00:17:27.480
in one test market, like it
was, and people just thought I was

255
00:17:27.519 --> 00:17:33.279
insane to leave my you know,
cool oacally agency to do a risky account

256
00:17:33.319 --> 00:17:36.079
like Red Bull. Yeah. Well
they're like, there's no such time.

257
00:17:36.640 --> 00:17:38.119
Yeah, there's no such thing as
an energy drink. You can't just make

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00:17:38.200 --> 00:17:42.000
up a category. Normal will ever
spend two dollars on eight ounces of yellow

259
00:17:42.039 --> 00:17:45.279
sugar water. You know you're throwing
your career away. But as I say,

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00:17:45.720 --> 00:17:48.960
degit modists had such a vision.
He's far and away. He's just

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00:17:49.000 --> 00:17:53.720
passed last year, which is that, but not just the wealthiest person I've

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00:17:53.720 --> 00:17:59.119
ever worked with directly from his work, but the one most deserving of every

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00:17:59.200 --> 00:18:03.160
dollar stood exactly what he was doing
there, and so it was so the

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00:18:03.240 --> 00:18:07.200
job was to take what they'd done
and reframe it for the American market and

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make because it is a brand all
about personal connection. So what was the

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00:18:12.279 --> 00:18:19.400
biggest challenge of starting Lunch? And
then part of that answer as well is

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00:18:19.559 --> 00:18:23.839
Hodu land red Bull. Well,
so the biggest challenge of starting Lunch was

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00:18:25.839 --> 00:18:32.440
bringing other people in who who could
understand the vision when it was a complete

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unknown, right, bringing a creative
partner in bringing people to then ultimately you

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00:18:37.440 --> 00:18:40.319
know, in addition, this was
our core offices in Santa Monic, but

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Open Ups is in Chicago and Tribeca
and Miami and people to run those.

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00:18:45.240 --> 00:18:48.240
And it was a very unique kind
of person who could look through all the

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00:18:48.319 --> 00:18:52.319
doubt and go, oh, this
is something important. This is something that

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is you know, groundbreaking. And
the way that I the way I was

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brought into it the head of the
guy who owned the office in uh well,

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00:19:03.000 --> 00:19:07.039
technically in Frankfurt, but Red Bull
is an Austrian company and he'd been

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00:19:07.119 --> 00:19:10.480
longtime friends with Dietrich with the owner
of Red Bull, and Red Bull has

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00:19:10.519 --> 00:19:12.720
been owned by a guy. It
is a privately held company. It remains

279
00:19:12.720 --> 00:19:18.039
a private hell company. Yeah,
and he he's the one that found me

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00:19:18.240 --> 00:19:22.440
when they'd made the decision we need
to build an agency agency from scratch.

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00:19:22.799 --> 00:19:26.559
And he was a writer and he
kept meeting creatives and he realized really quickly,

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00:19:26.079 --> 00:19:30.920
oh, I need someone who can
actually run a business about the creatives.

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00:19:30.960 --> 00:19:36.359
And so someone connected him to me
and the rest was history. Well,

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00:19:36.440 --> 00:19:38.480
I do want to ask about G
and M Plumbing. Yeah, it's

285
00:19:38.519 --> 00:19:42.000
a great name, right, that's
a great name, foreman, And yeah,

286
00:19:42.039 --> 00:19:47.519
there were two founders, were gentlemen
whose initials were G and M.

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00:19:47.559 --> 00:19:49.680
And I laughed as I came in, is that they were both creatives and

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00:19:49.720 --> 00:19:52.720
they brought me in as sort of
the managing partner, the you know,

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00:19:52.799 --> 00:19:56.039
doing all of that piece of it. And I said, yeah, you

290
00:19:56.039 --> 00:19:57.440
know, they could only hire someone
whose first name star with a G,

291
00:19:57.559 --> 00:20:02.680
R and M. So it was
a great limited window of applicants there.

292
00:20:02.680 --> 00:20:07.839
But just you know, the name
reflects the culture. Really fun agency a

293
00:20:07.880 --> 00:20:12.440
really interesting model because they it was
both the creative and the production house together

294
00:20:14.119 --> 00:20:15.880
and so it worked. There was
never sort of going outside of the room

295
00:20:15.960 --> 00:20:18.759
and so a lot of TV production, a lot of great ideas. But

296
00:20:18.839 --> 00:20:22.000
yeah, just you get a sense
of the culture from there. And then

297
00:20:22.079 --> 00:20:26.200
that was my role is to come
in and they were very real, and

298
00:20:26.240 --> 00:20:29.079
I can say make them real,
but get them to that next level of

299
00:20:29.559 --> 00:20:33.039
growthity and normalcy. Yeah, we'll
toss out a fun fact for you.

300
00:20:33.359 --> 00:20:40.240
The Boston based audiences, the viewers
and listeners know, but there's a long

301
00:20:40.359 --> 00:20:45.240
time morning radio host in Boston named
Greg Hill's. There was a Kansas City

302
00:20:45.319 --> 00:20:49.480
chief. There was a motorcrot it
is. It is a weirdly, weirdly

303
00:20:49.640 --> 00:20:55.039
common name for Greg being a name. I like Greg because everyone knows the

304
00:20:55.160 --> 00:20:57.079
name, but it's not that common. But Greg Hill. There are a

305
00:20:57.119 --> 00:21:00.960
bunch of Greg Hills out there.
So yeah. So being a Red Sox

306
00:21:02.000 --> 00:21:07.960
fan, uh, we were watching
the four playoff series, during which the

307
00:21:07.440 --> 00:21:11.200
Red Sox finally won. But uh, the I don't know if you remember

308
00:21:11.359 --> 00:21:15.400
this. I don't know if you
watch baseball at the time, but Pedro

309
00:21:15.519 --> 00:21:19.720
Martinez, you know, fiery guy. Well, Don Zimmer from the Yankees

310
00:21:19.880 --> 00:21:22.519
comes charging. I forget what had
happened, you know, something at the

311
00:21:22.559 --> 00:21:27.039
play through a ball whatever, But
Don Zimmer starts to charge Pedro, and

312
00:21:27.039 --> 00:21:30.480
Pedro kind of knocks him down like
an ol a, like a bow.

313
00:21:30.079 --> 00:21:34.200
And the announcer says, where's Kevin
Hallinan? And my mother called, and

314
00:21:34.240 --> 00:21:37.240
a couple other people called. That
was the then head of security for Major

315
00:21:37.319 --> 00:21:41.920
League Baseball. Nice. Nice,
So I never met the guy, but

316
00:21:41.119 --> 00:21:48.119
say, check, that's it all
right. So I'll mention a couple of

317
00:21:48.160 --> 00:21:52.960
companies. You tell us, maybe
which one strikes you as where you learned

318
00:21:53.000 --> 00:21:57.519
the most or had something impactful.
Young and Rubicon of course box spirits.

319
00:21:57.640 --> 00:22:00.640
I don't know how he pronounced is
it how? Yeah? Yeah, So

320
00:22:02.680 --> 00:22:04.400
let's talk it. We can talk
about yn R because that was an interesting

321
00:22:04.440 --> 00:22:08.359
that was sort of a for What
happened was I just sold my stake in

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00:22:08.440 --> 00:22:11.920
my last agency up in LA when
we were moving back down to Orange County

323
00:22:11.920 --> 00:22:17.319
with a kidnall. And and again
I didn't want to move down and I

324
00:22:17.319 --> 00:22:18.480
thought I was being clever by saying, okay, listen, if I can

325
00:22:18.519 --> 00:22:22.160
find a job, because I wasn't
gonna start something from skyttry, then if

326
00:22:22.160 --> 00:22:25.359
I can find a job, we'll
move. So it was sort of anti

327
00:22:25.480 --> 00:22:32.640
interviewing. I didn't want to move
back down here. And and what happened

328
00:22:32.680 --> 00:22:36.200
is I met that you're betting against
yourself and throwing the game. That's exactly

329
00:22:36.240 --> 00:22:40.319
exactly, and it didn't work.
I still lost. I met the chairman

330
00:22:40.359 --> 00:22:42.799
of yn R, and at that
point in time, it's this this agency

331
00:22:42.799 --> 00:22:48.720
in Orange County whose roster is therefore
is Sony is Land, Rover is Jaguars,

332
00:22:48.759 --> 00:22:53.039
and Microsoft is like this astonishing blue
chip roster for this you know,

333
00:22:53.480 --> 00:22:59.400
concrete tilt up and an anonymous business
party. But they were it was this

334
00:22:59.559 --> 00:23:03.039
was going back to you know,
sort of web two point zero, and

335
00:23:03.079 --> 00:23:06.880
they were still completely reliant on TV. It was all TV, it was

336
00:23:06.880 --> 00:23:10.799
all credit spot and I, you
know, part of my anti interview and

337
00:23:10.839 --> 00:23:15.599
he was a great guy. Did
Murphy, the CEO of yan R time.

338
00:23:15.799 --> 00:23:18.880
I said, look, you know, what are you doing here?

339
00:23:18.920 --> 00:23:22.440
Like everything is a TV spot and
you came up with a spot, you

340
00:23:22.480 --> 00:23:23.720
sell it, and then you do
everything. You've got to go the other

341
00:23:23.759 --> 00:23:29.720
way, stop relying on TV.
Start thinking about how to make these genuine

342
00:23:29.759 --> 00:23:33.599
connections even with brands that size.
You know, there's an opportunity for this

343
00:23:33.599 --> 00:23:34.640
to be something else. He's like, fine, you do it. It's

344
00:23:34.640 --> 00:23:38.759
like no, no, someone else
just say so. I ended up opening

345
00:23:38.759 --> 00:23:42.119
a division called brown Swell, which
is a name I really liked I came

346
00:23:42.200 --> 00:23:47.240
up with. But the idea was, how do we shift dollars away from

347
00:23:47.599 --> 00:23:51.240
just this knee jer sell a TV
spot and then build stuff around it,

348
00:23:51.640 --> 00:23:56.119
to find these ways to engage even
on these big global brands, in more

349
00:23:56.359 --> 00:24:00.079
genuine ways. Find ways to do
long form, find ways to do events,

350
00:24:00.079 --> 00:24:04.720
and ways to do all these different
things and shift away from just we

351
00:24:04.799 --> 00:24:08.000
make TV and then we spin stuff
out of it. And that was a

352
00:24:08.039 --> 00:24:17.680
great experience. That's that's a good
one right there. Let's see, oh,

353
00:24:17.920 --> 00:24:22.880
bare Humble, that's an interesting one
to me. Yeah. So I

354
00:24:22.920 --> 00:24:25.880
as a rule, I try not
to work in any industry on a repeat

355
00:24:25.920 --> 00:24:29.079
basis. I'm a huge believer in
what I call the genius of stupidity.

356
00:24:29.160 --> 00:24:34.599
Like the red experts get hired to
tell you everything, and that is not

357
00:24:34.720 --> 00:24:37.000
my job. My job is the
opposite. My job is to come in

358
00:24:37.079 --> 00:24:41.480
and ingest as much information as possible
and sort of drive meaning out of it.

359
00:24:42.279 --> 00:24:48.519
The only industry that I work in
pretty consistently is cannabis, and there's

360
00:24:48.519 --> 00:24:51.119
a couple of reasons for that.
One is that for a brand guy,

361
00:24:51.279 --> 00:24:53.440
it's so fun. I mean,
it's pure commodity, right, It's it's

362
00:24:53.559 --> 00:24:56.519
dirt, water, a seed in
your story, right, and so it's

363
00:24:56.559 --> 00:25:00.680
it's fantastic in that way. Also, at this point in time, people

364
00:25:00.720 --> 00:25:03.599
work in the industry are really cool
people. They're in it for the right

365
00:25:03.640 --> 00:25:07.640
reasons. They want to see things
happen responsibly but move forward, and so

366
00:25:07.640 --> 00:25:14.160
so it works there. So there
was a really fun assignment and sort of

367
00:25:14.200 --> 00:25:18.720
sad in the sense that Humble has
really gotten hurt weirdly by legalization. If

368
00:25:18.720 --> 00:25:22.400
anyone knows anything about the California,
Canada's market, it's struggling. And you

369
00:25:22.480 --> 00:25:26.799
have all of these farmers up there, you know, second generation farmers with

370
00:25:26.279 --> 00:25:33.240
all the institutional knowledge. They do
grow the highest quality cannabis that's grown really

371
00:25:33.279 --> 00:25:37.119
anywhere on the planet. And they
needed help, and there is doing a

372
00:25:37.160 --> 00:25:41.680
really good job of trying to defend
the local farmers, of working with them,

373
00:25:41.680 --> 00:25:45.200
of partnering them, and you know, trying to just keep them alive

374
00:25:45.279 --> 00:25:48.000
and get them through the sort of
the hard times. So it was it

375
00:25:48.039 --> 00:25:52.599
was great opportunity there. It was
great to be up because it's mecca as

376
00:25:52.720 --> 00:25:56.400
cannabis goes, right, and it's
everything you want to understand about the culture

377
00:25:56.640 --> 00:26:00.559
about people founded it. It's really
interesting. The reason Humble is as humbled

378
00:26:00.079 --> 00:26:03.759
isn't because the people went there to
grow weed. It was really the whole

379
00:26:04.160 --> 00:26:08.119
all the back to the land in
the late sixties, people leaving society and

380
00:26:08.119 --> 00:26:11.440
people not happy with what was happening
everywhere else, and they all moved there

381
00:26:11.440 --> 00:26:15.960
because it was off the grid,
and then sort of accellently discovered that it

382
00:26:15.039 --> 00:26:19.279
is the perfect environment, the perfect
sort of you know it's the weather,

383
00:26:19.400 --> 00:26:23.480
it's the breeze, it's the you
don't need a greenhouse. And and sort

384
00:26:23.480 --> 00:26:27.319
of accidentally we're like, oh,
this is what this is what happens here.

385
00:26:29.079 --> 00:26:32.519
That's cool, all right? So
through all these I mean, you

386
00:26:32.680 --> 00:26:40.480
founded brand birth in six and you've
obviously had other projects both in house outsourced,

387
00:26:40.759 --> 00:26:45.000
uh not, project relationships and campaigns, et cetera. What was behind

388
00:26:45.160 --> 00:26:48.839
this prop This question will take us
to the next break the founding of brand

389
00:26:48.839 --> 00:26:56.559
Birth trying to not do anything anymore. So, I am my career has

390
00:26:56.599 --> 00:27:00.759
gotten I've been getting smaller and smaller
and smaller by design. I was at

391
00:27:00.839 --> 00:27:04.559
big agencies and I had my own
agencies. And there were a couple of

392
00:27:04.599 --> 00:27:07.480
things about bram Birth. And the
first one was once I'd sold my last

393
00:27:07.519 --> 00:27:11.480
agency, it was done with that. I had this really long list of

394
00:27:11.480 --> 00:27:15.240
what I didn't want to do anymore, right, employees, leases, over

395
00:27:15.559 --> 00:27:21.000
all that stuff. Yeah, and
this really short list, which was creators,

396
00:27:21.200 --> 00:27:25.079
owners, entrepreneurs. These people need
help, they need protection. They

397
00:27:25.160 --> 00:27:29.319
know what they know, they know
why they started their business, but they

398
00:27:29.319 --> 00:27:33.519
have no idea how to really tell
their story. And that was sort of

399
00:27:33.519 --> 00:27:37.680
the jumping off point for what I
have now and over time, it really

400
00:27:37.759 --> 00:27:42.400
is just focusing on this one single
element, which is the thing before everything

401
00:27:42.480 --> 00:27:45.599
else. Why do you exist?
And why does anyone care? On their

402
00:27:45.640 --> 00:27:52.359
own terms? I like that good
answer. We're at the bottom, almost

403
00:27:52.400 --> 00:27:53.880
the bottom of the hour. We're
going to take a break right here.

404
00:27:53.960 --> 00:28:00.279
About another minute. We'll be right
back with Greg Hill. Excellent. You're

405
00:28:00.319 --> 00:28:07.119
listening to Winning Business Radio with Kevin
Helene on W four CY Radio. That's

406
00:28:07.359 --> 00:28:11.680
W four cy dot com. Don't
go away. More helpful information is coming

407
00:28:11.720 --> 00:28:18.519
right up right here on Winning Business
Radio. The yp dot com website is

408
00:28:18.559 --> 00:28:21.799
your local search engine. If you're
looking for a good restaurant, it can

409
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help you find the right one nearby
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410
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car breaks down, you can use
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411
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412
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414
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415
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or download the app to search local, find local, and save local and

416
00:28:51.039 --> 00:28:55.599
now back to Winning Business Radio.
With Kevin Helene, presenting exciting topics and

417
00:28:55.720 --> 00:29:00.799
expert guests with one goal in mind
to help you succeed in business. Here

418
00:29:00.839 --> 00:29:11.920
once again is Kevin Helena. We're
back with Greg Hill, founder of marketing

419
00:29:12.000 --> 00:29:18.559
consultancy Brand Birth, and let's see. Okay, So now I want to

420
00:29:18.559 --> 00:29:22.000
dig into the work that you're doing
now, you know, today, for

421
00:29:22.680 --> 00:29:25.720
whom, et cetera. So,
first of all, you raised a question

422
00:29:25.799 --> 00:29:27.759
on your website. I thought it
was a great question. What is brand?

423
00:29:29.720 --> 00:29:32.279
Yeah, and that's the question.
And I think one of the challenges

424
00:29:32.279 --> 00:29:34.119
when I when I'm working with a
client, one of the things we're always

425
00:29:34.119 --> 00:29:37.799
talking about is who is your enemy? And your enemy is not the competition

426
00:29:37.880 --> 00:29:42.720
or some perception, some ideas and
whatever. Brand Birth enemy is the many

427
00:29:42.799 --> 00:29:47.720
and varied uses of the word brand, right, It's used to covering multitude

428
00:29:47.759 --> 00:29:49.640
of sins out in the world.
And it's and that's really where I get

429
00:29:49.680 --> 00:29:55.599
on my little soapboxes, is the
idea of designers and brand colors and brand

430
00:29:55.640 --> 00:29:57.799
loaders and brand. When I'm working
on a brand, I always warn a

431
00:29:57.799 --> 00:30:02.359
client. I always say brand is
a agnostic there is no design at all

432
00:30:02.720 --> 00:30:04.680
attached. When we're working on a
brand strategy. It is. It is

433
00:30:06.000 --> 00:30:07.960
aerial on white, as I tell
them. If I can't get you all

434
00:30:08.000 --> 00:30:12.000
sort of goosebumpy just with words on
a page, then yeah. I think

435
00:30:12.079 --> 00:30:15.680
David Byrne had a quote I loved. He said talking Againstbury. He said,

436
00:30:17.079 --> 00:30:18.799
uh said, words are a trick
to get you to listen to music

437
00:30:18.839 --> 00:30:22.839
for longer than you otherwise would and
that and design is a trick to get

438
00:30:22.880 --> 00:30:26.279
you to feel something that you otherwise
wouldn't feel. And so I want to,

439
00:30:26.359 --> 00:30:29.319
you know, I always want to
sort of move that outside. So

440
00:30:30.079 --> 00:30:33.279
brand, you know, people see
The simplest answer is brand is a promise,

441
00:30:33.359 --> 00:30:37.039
but brand is a culture. Brand
is the idea of understanding why you're

442
00:30:37.079 --> 00:30:41.920
here, why you exist, and
why people want to be a part of

443
00:30:41.960 --> 00:30:44.319
you. And that may be working
for you, that maybe inviting them in

444
00:30:44.400 --> 00:30:48.039
on their own terms. But I
think the idea is you can't chase people.

445
00:30:48.440 --> 00:30:52.599
You plant your flag. You're able
to say in the clear, simplest

446
00:30:52.680 --> 00:30:55.240
terms, this is what I believe
in, this is what we do,

447
00:30:55.319 --> 00:30:57.480
this is why we're here, and
if you're with us, join us,

448
00:30:59.039 --> 00:31:03.599
and in doing that, that's when
you have the opportunity for people to you

449
00:31:03.599 --> 00:31:07.160
know, take up your flag and
become your sort of evangelist, because the

450
00:31:07.240 --> 00:31:11.039
other thing about brand is that any
great brand is polarizing, right that.

451
00:31:11.160 --> 00:31:12.920
You know, you have to have
enemies to have friends. And we say

452
00:31:12.960 --> 00:31:17.160
you, everyone's fine with vanilla,
but no one will walk across the street

453
00:31:17.240 --> 00:31:19.000
for it. But there's a flavor
of ice cream that you love and I

454
00:31:19.119 --> 00:31:22.880
hate, and you'll walk ten blocks
to get it. Oh want ten blocks

455
00:31:22.880 --> 00:31:26.559
next to you to tell you how
awful it is exactly sort of bolsters your

456
00:31:26.559 --> 00:31:29.680
passion for it. And that's what
that's what you're looking for. You're looking

457
00:31:29.720 --> 00:31:33.039
for something that isn't broad and applicable
to everyone. You're looking for something that

458
00:31:33.039 --> 00:31:37.200
that you know what Jim Jinnard,
the founder of Vocally, always called the

459
00:31:37.519 --> 00:31:40.640
first five rows. There's people right
here in front of you. Those are

460
00:31:40.640 --> 00:31:42.000
the only ones you care about,
and everyone else will figure it out from

461
00:31:42.039 --> 00:31:45.240
there. Yeah. I noticed you
use two words, connection and emotion.

462
00:31:45.799 --> 00:31:49.400
Yeah, yeah, I think those
the two go hand in hand, and

463
00:31:49.599 --> 00:31:55.680
brand should be I'm very proud of
the fact that every single client I've worked

464
00:31:55.680 --> 00:31:57.359
with and these are owners, right, these are their babies, and that's

465
00:31:57.359 --> 00:32:00.319
what they all have in common.
It's all different industries, it's all different

466
00:32:00.319 --> 00:32:07.720
sizes, but they own this,
not just financially but emotionally. And I

467
00:32:07.839 --> 00:32:12.119
want to get them at least welling
up at one point and during the process

468
00:32:12.160 --> 00:32:15.880
and all of them because they're finally
seeing their belief system what they've always wanted

469
00:32:15.920 --> 00:32:20.640
to say, but it hasn't connected
in a way that now everyone's going to

470
00:32:20.720 --> 00:32:23.480
feel what they feel about it.
And that's the key. That's really good,

471
00:32:23.839 --> 00:32:27.279
all right, for the audiences,
we have viewers, we have listeners.

472
00:32:27.599 --> 00:32:30.880
Can you differentiate branding for marketing?
Yes, I can, and I

473
00:32:30.920 --> 00:32:37.400
think it's a really important differentiation.
I think that that brand is the process

474
00:32:37.079 --> 00:32:42.400
of understanding who you care about,
what they need, and how you can

475
00:32:42.480 --> 00:32:46.680
help. Marketing collectively is the process
of getting someone to do what you want

476
00:32:46.680 --> 00:32:51.559
them to do at the lowest possible
cost. Now that's critically Now, that's

477
00:32:51.680 --> 00:32:53.400
that's marketing, right, That's a
key thing, and everyone needs to do

478
00:32:53.440 --> 00:32:59.319
it. But if you do the
marketing without having done the branding first,

479
00:33:00.119 --> 00:33:04.920
it's so self interested and so forced
and so sort of jaded or contrived in

480
00:33:04.960 --> 00:33:07.920
a way, right, you really
turn people off because they see that all

481
00:33:07.920 --> 00:33:10.160
you're doing is like Hey, hey, can I for a buck ninety where

482
00:33:10.160 --> 00:33:14.400
you buy my thing? Right?
And as I've got a spam folder,

483
00:33:14.480 --> 00:33:16.240
junk folder full of those right now. So yeah, yeah, And so

484
00:33:16.359 --> 00:33:21.720
that's it's And the idea is it's
not an either or right. Marketing is

485
00:33:21.799 --> 00:33:25.440
mar marketing is the absolutely the journey. But brand is the map. You

486
00:33:25.440 --> 00:33:29.359
know what I mean? You and
you can go on the journey without a

487
00:33:29.400 --> 00:33:31.200
map, and you may eventually get
there and it will be long and painful,

488
00:33:31.559 --> 00:33:36.160
or you can end the time to
know where you are where you're going

489
00:33:36.440 --> 00:33:40.440
and get there really efficiently. So
I've interviewed a lot of authors and I

490
00:33:40.480 --> 00:33:44.400
ask about inspiration, where do your
ideas come from? And I know that's

491
00:33:44.440 --> 00:33:46.920
probably not an easy question to answer, where does that inspiration and idea come

492
00:33:46.960 --> 00:33:52.079
from? You know, the socause
my brain doesn't work that way. And

493
00:33:52.079 --> 00:33:53.480
that's why I'm asking, Yeah,
well, and it's it's a hard thing.

494
00:33:53.759 --> 00:33:59.960
So a huge part of my process
is I'm really really believe in quality

495
00:34:00.039 --> 00:34:04.000
tative research. I've had clients where
I do sixty or seventy hours of one

496
00:34:04.000 --> 00:34:07.119
on one interviews, and that's that's
the c suite, you know first,

497
00:34:07.280 --> 00:34:09.960
or the leadership team or they want
to call it. And that's the second

498
00:34:10.000 --> 00:34:15.480
circle of employees. And I like
to start with the c suite because they're

499
00:34:15.480 --> 00:34:19.199
going to tell you what you already
sort of know, but they talk first

500
00:34:19.360 --> 00:34:21.719
until you get that out of the
way. But it gives you a frame

501
00:34:21.760 --> 00:34:24.440
because when you talk to the employees
and the you know, like I want

502
00:34:24.440 --> 00:34:27.679
to talk to employees like or,
here are my ten best employees, I'm

503
00:34:27.719 --> 00:34:29.719
like, thank that's not the list
I want. I want the one who

504
00:34:29.800 --> 00:34:31.760
quit and it's come back. I
want the one who hears every you know,

505
00:34:31.760 --> 00:34:35.760
I have a very specific list,
and they start to understand. But

506
00:34:35.920 --> 00:34:37.559
when you talk to the employees,
they're like, oh, yeah, they

507
00:34:37.599 --> 00:34:42.159
said this right, so let me
tell you. And part of the deal

508
00:34:42.239 --> 00:34:45.840
is that everything is absolutely confidential.
I will, you know, I will

509
00:34:45.039 --> 00:34:50.079
use specific verbatims when I'm trying to
express a point, but I want to

510
00:34:50.239 --> 00:34:52.920
attribute them. And then the third
circle is clients, and it's the same

511
00:34:52.920 --> 00:34:55.079
way. They're like, well,
here's my best clients, like thanks,

512
00:34:55.599 --> 00:34:59.239
where are the ones who fired you? And you don't know why? Where

513
00:34:59.239 --> 00:35:01.000
are the ones who've never or hired
you even that you've pitched them three times?

514
00:35:01.239 --> 00:35:05.159
And there is a little reticent,
but those people are never malicious.

515
00:35:05.599 --> 00:35:07.679
They're happy to help. One of
things I found that's really interesting is when

516
00:35:07.719 --> 00:35:14.239
you talk to people who have fired
your clients, Invariably they don't really tell

517
00:35:14.239 --> 00:35:16.320
the client why because they don't want
to have the argument at that point,

518
00:35:20.039 --> 00:35:23.039
right and and so, But they'll
so they get some benign answer. It

519
00:35:23.199 --> 00:35:27.960
gets out of our control. But
usually it's usually it's accompanied by at this

520
00:35:28.079 --> 00:35:34.320
time, yeah right right right.
But but they'll tell me honestly simply,

521
00:35:34.400 --> 00:35:38.599
you know, friendly and so that
works out in that way. So I

522
00:35:38.719 --> 00:35:42.400
once I have all the all the
one on one interviews, and I sort

523
00:35:42.440 --> 00:35:45.760
of have gotten good at this thing
where I can have the conversation separately,

524
00:35:45.800 --> 00:35:51.480
be kind of typing the transcript as
it were. The absolutely unscientific part of

525
00:35:51.480 --> 00:35:54.360
the job is then I have the
stack of transcripts, I walk on the

526
00:35:54.400 --> 00:35:59.440
beach, I have a recorder,
I talk to myself and I just start

527
00:35:59.679 --> 00:36:02.880
unread. I just start making connections. I look at five people have said

528
00:36:02.920 --> 00:36:06.719
the same thing in five different ways, as a rabbit hole there to go

529
00:36:06.800 --> 00:36:09.440
down, and it's as unscientific it
is the best the knowledge I've always had

530
00:36:09.519 --> 00:36:14.519
is it's that string that tangle of
Christmas lights and you just keep tugging at

531
00:36:14.519 --> 00:36:15.840
it, and at one point it's
like, oh, there you are,

532
00:36:16.760 --> 00:36:22.599
there, it got it now.
And and so that's that is the the

533
00:36:22.599 --> 00:36:25.719
most unscientific part, which is also
why I can't really scale. I can't

534
00:36:25.800 --> 00:36:29.280
have you. I've got to you
know when we go to the second half,

535
00:36:29.320 --> 00:36:31.840
which is the agency part of the
business and all the resources. But

536
00:36:31.880 --> 00:36:36.079
for the brand part, it is
me and one person who sort of runs

537
00:36:36.079 --> 00:36:37.800
my life because I know what I'm
good at and on I'm bad, bad

538
00:36:37.920 --> 00:36:43.079
running my life. That's right,
But it really is just that's that's the

539
00:36:43.119 --> 00:36:47.400
part I think that's that's hard to
explain or hard to you know, quantify.

540
00:36:49.079 --> 00:36:52.000
So you've mentioned unscientific. I get
that, and I know about you

541
00:36:52.039 --> 00:36:54.880
know how, I don't know how, but I know you measure results after

542
00:36:54.880 --> 00:36:59.400
the fact. Do you know sometimes
that you have a home run before you're

543
00:36:59.440 --> 00:37:01.199
able to measure, because I'm sure
you measure it. Yeah, oh yeah,

544
00:37:01.280 --> 00:37:06.760
no, there there are some that
are so uh, I hit a

545
00:37:06.840 --> 00:37:12.280
moment and I hid my idea and
and it's like, yeah, that's that's

546
00:37:12.320 --> 00:37:15.519
it. And and that tends to
happen, you know, knock on wood.

547
00:37:15.559 --> 00:37:20.519
That's the goal every single time out
is because I just keep sort of

548
00:37:20.519 --> 00:37:24.800
digging at it until they have they
until it's there, until until I've sort

549
00:37:24.800 --> 00:37:28.960
of found that thing. And you
know, with the clients, you know

550
00:37:29.159 --> 00:37:32.360
their reaction, right, they're they're
like, oh oh. And that's the

551
00:37:32.400 --> 00:37:37.679
real fun of it is is an
owner showing an owner a way to talk

552
00:37:37.719 --> 00:37:42.320
about a thing that they created in
ways they've never understood, and they've been

553
00:37:42.360 --> 00:37:45.840
frustrated, like I, you know, I can't I can't get this problem.

554
00:37:45.840 --> 00:37:49.719
Why I can't I communicate this?
And so that that's the joy of

555
00:37:49.719 --> 00:37:52.199
it. I mean, that's the
part that I love so much. I'm

556
00:37:52.360 --> 00:37:55.199
very very very lucky to do what
I do. I love what I do

557
00:37:55.440 --> 00:38:00.599
so much, and and so you
know, it keeps from going. It

558
00:38:00.679 --> 00:38:04.800
shows in the way you're answering these
questions, what are some of the more

559
00:38:04.840 --> 00:38:10.119
subtle problems that you help clients solve. There's always culture, there's always disconnects

560
00:38:10.199 --> 00:38:13.880
with their team, with their management
style. And one of the things we

561
00:38:13.880 --> 00:38:17.239
rewarn them is is sort of after
doing all the one on ones and doing

562
00:38:17.239 --> 00:38:22.239
my own sort of brainstorming and putting
this together, the first really big meet

563
00:38:22.280 --> 00:38:24.280
and what I sort of benignly call
a brand workshop is at least a half

564
00:38:24.360 --> 00:38:30.440
day, and it's not about brand. It's about let me tell you the

565
00:38:30.440 --> 00:38:32.639
story of what's going on in your
own company, let me show you why,

566
00:38:32.639 --> 00:38:36.760
and connect the dots and sort of
have this linear narrative from beginning to

567
00:38:36.920 --> 00:38:42.039
end. And invariably in that there
are some sensitive or touchy there are things

568
00:38:42.079 --> 00:38:45.400
that you sort of got to put
out there. But I've also found that's

569
00:38:45.440 --> 00:38:50.320
how that's how I earn their trust. All of my business, all of

570
00:38:50.360 --> 00:38:55.000
it is inbound referral. I realized
over time can't I can't do any cold

571
00:38:55.079 --> 00:38:59.800
outbound. I can't convince someone they
need a new brand, no matter how

572
00:39:00.000 --> 00:39:02.760
empirically wrong their brand may be at
the point if they don't already have some

573
00:39:02.920 --> 00:39:07.719
doubt about it. So I have
some level of trust, but it's borrowed.

574
00:39:07.760 --> 00:39:10.840
It is because someone said to them, you need to talk to this

575
00:39:10.880 --> 00:39:15.039
guy. Moving forward from the brand
workshop of that, now I've earned the

576
00:39:15.079 --> 00:39:19.199
trust. Now they're open to everything
we're going to do after that, and

577
00:39:19.239 --> 00:39:22.559
that's really when we start creating all
the moving pieces of the brand. All

578
00:39:22.639 --> 00:39:25.400
right, So this is the obligatory
question and you have a unique way of

579
00:39:25.400 --> 00:39:29.000
answering this, and I tend to
agree with your answer. By the way,

580
00:39:29.159 --> 00:39:34.480
how would you describe your ideal client? So one of the things is

581
00:39:34.519 --> 00:39:38.599
that all of the traditional it's this
size, it's this industry, none of

582
00:39:38.639 --> 00:39:45.559
that matters. My ideal client is
an owner, someone who has that passion

583
00:39:45.599 --> 00:39:52.280
and is building that business, who
realizes that, for whatever reasons, their

584
00:39:52.360 --> 00:39:58.199
vision isn't being communicated inside and outside
the company, and they and they're open

585
00:39:58.320 --> 00:40:04.039
to the fact that we're going to
radically reinvent their understanding of themselves in a

586
00:40:04.079 --> 00:40:07.280
way that even though it appears like
a radical reinvention out here, they still

587
00:40:07.320 --> 00:40:10.599
see the essence of who they are
and what they do in it. Right.

588
00:40:10.679 --> 00:40:14.280
So I'm not freaking them out.
I'm not like, yeah, we'll

589
00:40:14.400 --> 00:40:17.639
change your business model. But but
they have to be open. They have

590
00:40:17.719 --> 00:40:22.559
to be willing to embrace change in
a foundational way. And they and they

591
00:40:22.599 --> 00:40:27.320
need to be able to realize that
brand isn't a sales and marketing tool.

592
00:40:27.519 --> 00:40:31.079
It is even near over everything inside
and outside, right, it is the

593
00:40:31.159 --> 00:40:37.519
absolute sort of surface of every interaction, every engagement team to team, internal,

594
00:40:37.639 --> 00:40:42.320
external, You know, every single
way and are your clients, like

595
00:40:42.320 --> 00:40:45.400
like ours, and like most these
days, geography doesn't matter a whole lot.

596
00:40:45.639 --> 00:40:49.079
Domestics, international, big versus small, really doesn't matter. No,

597
00:40:49.079 --> 00:40:52.320
no, no, and I it's
it is really important. I mean,

598
00:40:52.360 --> 00:40:55.000
obviously, since the world ended and
came back to life and we've sort of

599
00:40:55.000 --> 00:41:00.440
been out there, there's there's been
more and more people being more comfortable virtually.

600
00:41:00.880 --> 00:41:04.719
I still I'm always going to be
face to face, at least for

601
00:41:04.760 --> 00:41:07.800
a period of time. At the
beginning, I'll spend a week sitting in

602
00:41:07.880 --> 00:41:10.599
offices. It's an excuse to do
all the one on ones and things,

603
00:41:10.679 --> 00:41:15.199
but it's really just about absorbing a
culture. It's just about sitting in a

604
00:41:15.239 --> 00:41:19.280
cube in the middle of everything and
hearing it, hearing how they talk,

605
00:41:19.320 --> 00:41:22.559
seeing what the vibe and the energy
level is, you know, and all

606
00:41:22.599 --> 00:41:27.000
those pieces of it, because otherwise
it's sort of an academic exercise, right,

607
00:41:27.079 --> 00:41:30.320
and it has to go beyond that. Well. I noticed one example

608
00:41:30.360 --> 00:41:32.599
you wrote about where there was to
call it a thirteen week engagement. Your

609
00:41:32.639 --> 00:41:37.320
comment was, you're going to spend
six weeks ish understanding, right, learning,

610
00:41:37.480 --> 00:41:42.079
developing that information, you know,
all that information that culture, et

611
00:41:42.119 --> 00:41:45.440
cetera. Yeah, yeah, if
you sort of distill it down. There's

612
00:41:45.559 --> 00:41:47.880
there's two halves to the work.
There's, in the simplest terms, there's

613
00:41:49.079 --> 00:41:52.760
ingestion and then expression. There's all
the learning, all the bringing it in

614
00:41:52.840 --> 00:41:54.719
and just getting my head around it, and then sort of distilling it down

615
00:41:55.039 --> 00:42:00.760
into this pure, perfect crystalline essence, and then the abuilding it back up

616
00:42:00.840 --> 00:42:04.559
over the expression, you know,
and then creating the language that reflects that.

617
00:42:05.519 --> 00:42:07.760
And and so that's and the second
half is really fun too, because

618
00:42:07.800 --> 00:42:12.599
that's when it starts to take shape. It's all very amorphis in the beginning,

619
00:42:12.719 --> 00:42:14.760
like what am I doing? What
am I talking about? It's all

620
00:42:14.800 --> 00:42:17.360
big and broad. And then when
you start feeling you know, purpose,

621
00:42:17.400 --> 00:42:21.480
which is always the first thing,
why do you exist? Over and above

622
00:42:21.519 --> 00:42:22.920
what you do? Which is you
know, first to say, how are

623
00:42:22.920 --> 00:42:27.519
you not a commodity? But more
than that, what's your legacy? What

624
00:42:27.559 --> 00:42:30.119
are you doing? What are you
leaving? Right? And and you if

625
00:42:30.119 --> 00:42:34.320
you start with that, it's so
thirty thousand feet that that you invite them

626
00:42:34.400 --> 00:42:37.599
in to, you know, dream
and imagine in that larger way. Now

627
00:42:37.679 --> 00:42:45.079
our most engagements of finite length or
the ongoing. Yeah, so the brand

628
00:42:45.119 --> 00:42:49.639
project is a finite length and that
and that's what it is is a project.

629
00:42:49.679 --> 00:42:52.840
It's a fixed feed project. I
can tell them every single week what's

630
00:42:52.880 --> 00:42:57.159
going to happen over the period of
it. Then what happens is once we're

631
00:42:57.199 --> 00:43:00.559
done with this, you know,
areil on white with the brand on on

632
00:43:00.920 --> 00:43:05.320
the page, then we sort of
go the other way. I'll spend it

633
00:43:05.559 --> 00:43:09.559
six months at least with every client
launching their business. Sometimes we take it

634
00:43:09.599 --> 00:43:13.039
down to the studs. Right.
There is new names, there's new visual

635
00:43:13.079 --> 00:43:15.480
identity. A lot of times there's
new logo because they realize it's tired.

636
00:43:15.519 --> 00:43:19.639
There's always new website, there's always
new salesmen. Right, there's all the

637
00:43:19.639 --> 00:43:22.480
outbound expressions of it are different.
But then some clients just sort of never

638
00:43:22.639 --> 00:43:25.679
leave. And I've realized that even
though, you know, going back to

639
00:43:25.719 --> 00:43:30.920
my long list of what I didn't
want anymore, the value of that for

640
00:43:30.039 --> 00:43:35.199
me is that I can continue to
watch the brand as it sort of comes

641
00:43:35.199 --> 00:43:37.880
to life out in the world.
And that's what the clients really just want

642
00:43:37.920 --> 00:43:39.960
to know is that I'm still I
have my eye on it, even though

643
00:43:39.960 --> 00:43:44.840
I brought in these teams and built
these teams to actually execute on it.

644
00:43:45.039 --> 00:43:47.280
They just need to know that I'm
still that first call. That's really good.

645
00:43:47.519 --> 00:43:50.400
All right, now this is just
fun for me. Okay, there's

646
00:43:50.679 --> 00:43:54.280
one I'm an aisle, so explain
that. Okay, I have a belief

647
00:43:54.320 --> 00:43:59.239
system and that is And one of
the things I'll always ask clients is window

648
00:43:59.280 --> 00:44:04.320
or aisle. Windows, vision,
aisle is function, And it's very it's

649
00:44:04.480 --> 00:44:07.719
insight to me into a client of
which way they answer. And then you

650
00:44:07.760 --> 00:44:09.519
get the clients who are like,
well, I have my own plane,

651
00:44:09.800 --> 00:44:15.360
like you can't imagine going back to
when you weren't so but but and that

652
00:44:15.519 --> 00:44:20.920
helps me understand early on because again
those are questions, especially with founders with

653
00:44:21.039 --> 00:44:23.280
owners, that there's a set of
questions like that I like to talk about.

654
00:44:23.639 --> 00:44:28.599
But but if someone is a window, that is someone who who is

655
00:44:28.719 --> 00:44:30.920
thinking, looking, who is open
and outback. If someone is an aisle,

656
00:44:31.280 --> 00:44:35.800
that is because they are working their
function, their they're head down,

657
00:44:35.840 --> 00:44:39.320
they're doing their thing, and they
view a plane specifically as an opportunity to

658
00:44:39.320 --> 00:44:43.639
shut out the world and get stuff
done, as opposed to viewing a plane

659
00:44:43.639 --> 00:44:47.159
specifically as a time to think and
imagine and you know, look at a

660
00:44:47.199 --> 00:44:51.519
horizon. That's good I loved it. I had fun with that myself.

661
00:44:52.280 --> 00:44:54.280
All right, you're a member board
of directors of Pure Game. Tell people

662
00:44:54.280 --> 00:45:00.199
what pure is. Super So Pure
Game is a charitable organized here in Orange

663
00:45:00.239 --> 00:45:07.400
County based on soccer. But what
they do is they use sport to bring

664
00:45:07.679 --> 00:45:12.079
underprivileged kids sort of out after school, to give them a safe place to

665
00:45:12.119 --> 00:45:15.000
be, to give them a community. A lot of a lot of kids

666
00:45:15.039 --> 00:45:17.039
still who don't have parents at home
at the end of the day. And

667
00:45:17.119 --> 00:45:22.360
so we set up programs, we
have training, we have coaches, we're

668
00:45:22.400 --> 00:45:23.800
out on the fields, we're out
with the kids, you know, in

669
00:45:23.840 --> 00:45:29.039
these areas, and it just is
a way of first of all, keeping

670
00:45:29.079 --> 00:45:31.760
them safe, but also using sport
as a way to teach you know,

671
00:45:32.199 --> 00:45:37.119
confidence, self respect, teamwork,
all the things that we know that team

672
00:45:37.199 --> 00:45:39.760
sports do, and to do it, you know, at a relatively the

673
00:45:39.800 --> 00:45:45.719
age. These are elementary school kids, right maybe maybe through seventh grade,

674
00:45:45.840 --> 00:45:49.559
and so it's just it's wonderful in
that way. And it's one of those

675
00:45:49.599 --> 00:45:52.559
things that you you know, I
like knowing what I made. But when

676
00:45:52.559 --> 00:45:55.880
I had my agency, it was
and I've talked to people about it.

677
00:45:57.480 --> 00:46:00.880
It's maybe a random illusion, but
way back. That is the X Files

678
00:46:00.920 --> 00:46:04.119
and the Vanity played at the end
of it with this frockety sound, a

679
00:46:04.119 --> 00:46:07.199
little kid voice saying I made this
and I always love that, like and

680
00:46:07.239 --> 00:46:13.239
you can picture like I made this
right and and and that idea of and

681
00:46:13.280 --> 00:46:15.719
I would you know, talk to
what I was interviewing, like this is

682
00:46:15.760 --> 00:46:17.719
the expectation at the end of the
day, Like I want to know what

683
00:46:17.760 --> 00:46:22.400
you made, Like what did you
actually do today? Because people can spend

684
00:46:22.400 --> 00:46:27.119
a whole lifetime in advertising and not
doing anything but move paper across the desk,

685
00:46:27.559 --> 00:46:30.599
and so I think it's important that
that you're looking for creators at every

686
00:46:30.679 --> 00:46:35.079
level. And so going back to
the kids, that's a huge piece of

687
00:46:35.079 --> 00:46:37.280
it is what are you doing?
What are you making? How are you

688
00:46:37.360 --> 00:46:39.519
building? How are you building a
team? So it's fun, that is

689
00:46:39.559 --> 00:46:43.760
cool, All right, big question
you may have already answered it without me

690
00:46:43.880 --> 00:46:45.519
knowing, But in your professional life, what are you most proud of?

691
00:46:49.679 --> 00:46:53.039
Boy? That's a good no.
I mean, I you know, I'm

692
00:46:53.079 --> 00:46:55.639
sorry, I just said, yeah, that's that's a hard question. Probably

693
00:46:55.639 --> 00:46:59.960
the narrow down, right, there's
a there's there's always going to be a

694
00:47:00.079 --> 00:47:02.719
thing about Red Bull. There's always
going to be a thing about like even

695
00:47:02.800 --> 00:47:06.679
now when I look and it shows
up in the culture, and it's and

696
00:47:06.719 --> 00:47:09.480
it's and it's far beyond me at
this point in time. But but I'm

697
00:47:09.599 --> 00:47:14.760
incredibly proud of having been there and
having built that agency, you know,

698
00:47:14.880 --> 00:47:17.920
to work with them day one,
because I think there was a foundational when

699
00:47:17.920 --> 00:47:22.960
we got them off on the right
track. But beyond that, it's it's

700
00:47:23.000 --> 00:47:28.800
the thing I'm working on now.
Is is much of a easy out answer

701
00:47:28.800 --> 00:47:31.800
that that may be. It's it's
really is just in the moment, the

702
00:47:31.800 --> 00:47:36.679
thing that's happening right now. I'm
doing a project right now with a set

703
00:47:36.719 --> 00:47:40.840
of of what they call Federal qualified
Health centers uh serving deeply, deeply under

704
00:47:40.840 --> 00:47:45.239
serve East Los Angeles. And we
had about three and a half months to

705
00:47:45.880 --> 00:47:49.679
they they lost their funding partner,
they lost their name, and over the

706
00:47:49.719 --> 00:47:52.800
course of the you know, the
last four months of last year, a

707
00:47:52.199 --> 00:47:58.159
rebrand, a new name and a
complete relaunch and and watching the teams in

708
00:47:58.199 --> 00:48:00.360
the center is the pride that they
have over there new name and their engagement.

709
00:48:00.400 --> 00:48:06.360
And that's a big thing. Like
it's always more about employees than clients

710
00:48:06.440 --> 00:48:07.960
or customers for me, Like so
those are the people that you know,

711
00:48:08.400 --> 00:48:10.840
you know, And I do think
of what I do and in the perfect

712
00:48:10.840 --> 00:48:14.880
world as being an inflection point in
the lives of these companies, and so

713
00:48:15.280 --> 00:48:19.280
I'm just generally very proud of that
work. That's awesome. All right,

714
00:48:19.360 --> 00:48:22.199
we're about to wrap up. What
is the best way for people to reach

715
00:48:22.239 --> 00:48:25.800
out? We've put your brand ash
birth url in the crawl. We put

716
00:48:25.800 --> 00:48:30.280
your email address on the crawl.
Yeah, somebody wants to reach out?

717
00:48:30.320 --> 00:48:31.559
Is that the best way? Yeah? Yeah, the email is always going

718
00:48:31.639 --> 00:48:35.079
to be that's gonna be twenty four
to seven. I'm gonna see that before

719
00:48:35.119 --> 00:48:37.320
anything else. If you're curious,
you can go on the website, which

720
00:48:37.360 --> 00:48:43.719
is brandash birth dot com and you
can see what that is. But yeah,

721
00:48:44.159 --> 00:48:46.559
and I always tell people like this
ABE is more self serving than it

722
00:48:46.559 --> 00:48:51.719
is, but reach out. I
love love having these conversations. And I'll

723
00:48:51.760 --> 00:48:54.639
spend an hour talking to anyone about
their business, not pitching them. But

724
00:48:54.840 --> 00:48:58.440
it's just if I can give some
things to think about, it's a little

725
00:48:58.480 --> 00:49:01.480
direction forward that that for me is
time really well spent. It's a lot.

726
00:49:01.519 --> 00:49:04.679
It's for you. It's nice.
So i'd be a lawyer and have

727
00:49:04.719 --> 00:49:07.000
to account for every hour. Right, I can just spend an hour and

728
00:49:07.039 --> 00:49:10.199
hang out and talk to someone about
their business and I love it, love

729
00:49:10.199 --> 00:49:13.760
it. Hey, thank you Greg
for being here. I know you're really

730
00:49:13.760 --> 00:49:15.760
busy. I appreciate you taking the
time out. Oh absolutely my pleasure.

731
00:49:15.760 --> 00:49:20.400
Thank you so much, Kevin,
and thanks you know, anyone who's just

732
00:49:20.440 --> 00:49:22.679
start listening, I appreciate it.
Thank you, and thank you all to

733
00:49:22.800 --> 00:49:27.559
your point for everyone for watching and
listening. This is a show about business

734
00:49:27.559 --> 00:49:30.960
and business challenges. If you've got
concerns about the growth of your company,

735
00:49:30.960 --> 00:49:34.800
feel free to reach out to me
on Facebook or LinkedIn at Winning Business Radio,

736
00:49:35.079 --> 00:49:37.199
or you can drop me a note. One of my many email addresses

737
00:49:37.239 --> 00:49:40.760
I always say is Kevin at Winning
Business Radio dot com. Our company is

738
00:49:40.880 --> 00:49:45.079
Winning Incorporated, part of sand Or
Training. We develop sales teams into high

739
00:49:45.079 --> 00:49:50.800
achievers and sales leaders into true coaches
and mentors. We're not right for everybody,

740
00:49:50.880 --> 00:49:52.280
but hey, maybe we should have
a conversation. Thank you to our

741
00:49:52.320 --> 00:49:55.280
producer and engineer one for another job
well done. Thank you one. Be

742
00:49:55.320 --> 00:49:59.840
sure to join us next week Monday
May twentieth, when my guests will be

743
00:49:59.840 --> 00:50:04.039
here and writer of Sales acceleration.
Until then, this is Kevin Hallanan.

744
00:50:05.840 --> 00:50:08.440
You have been listening to Winning Business
Radio with your host, Kevin Halenan.

745
00:50:08.880 --> 00:50:13.679
If you missed any part of this
episode, the podcast is available on Talk

746
00:50:13.800 --> 00:50:19.840
for Podcasting and iHeartRadio. For more
information and questions, go to Winning Business

747
00:50:19.960 --> 00:50:22.960
Radio dot com or check us out
on social media. Tune in again next

748
00:50:23.039 --> 00:50:28.239
week and every Monday at four pm
Eastern Time to listen live to Winning Business

749
00:50:28.320 --> 00:50:32.559
Radio on W four CY Radio w
four cy dot com. Until then,

750
00:50:32.920 --> 00:50:40.599
let's succeed where others have failed and
win in business with Kevin Haleanan and Winning Business Radio