On Brand: A Podcast About Branding For Brand Builders, By Brand Builders

“The CMO for a medium-sized brand is responsible for more words than the editor of a newspaper.” Words matter. And, to this very point, there are a lot of them in the crowded, digital world we find ourselves in. How can you develop a consistent yet flexible brand lexicon? Just ask strategist Al Hussain of Verbal Identity. And that’s exactly what I did on this week’s episode of the On Brand podcast. About Al Hussain Al is a thought leader in where language meets behavioral science. He’s helped position great British fashion brands like Fred Perry and Belstaff; Britain’s most popular car brand, Vauxhall; and he also lead the naming team for one of the world’s greatest hotels, although it’s not open yet. He’s also a guest speaker at various conferences, most recently the Telegraph Festival of Business in London. Episode Highlights Where do you start with brand language? “It has to be working at every level.” Al took us through the three major categories: 10,000-foot level — the brand narrative, 1,000-foot level