Episode 6

Published on:

4th May 2020

What we can learn from America

The US has always had a special relationship with brands. We ask if we should be looking to the US for leadership, or vice versa?

In this episode:

Leigh Baker, founder of New York creative brand consultancy we@leighbaker, talks to us about the different approaches US and UK brands have taken to the Coronavirus crisis and what we can learn from both.

How the US does brands differently

  • Marketing at scale
  • Immediate impact
  • The hard sell
  • Wearing your heart on your sleeve

The US special relationship with brands

  • The Super Bowl
  • Clint Eastwood and "It's half time for America"

Brands stepping into the breach

  • Weak institutions leaving a vacuum

The 3 different approaches of American brands

  • Branding the moment - Nike
  • Do something, but what? - American banks
  • Good, honest promotional utility - Burger King

The US reaction to the crisis

  • Why American brands don't stop
  • Creative perils of group think 
  • Lockdown fatigue and reactive marketing

Green shoots of a new US brand behaviour

  • A shift in tone - the new optimism
  • It's OK to be funny - Geico
  • Hard times and escapism

What the US can learn from the UK

  • Brand experience beyond the advertising
  • Getting your digital act together
  • A unified response from strong institutions
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About the Podcast

The Total Experience Podcast
A podcast about brand experience - what it is, how it works and how we can all do it better. Edited and hosted by Richard Cable.
Welcome to the Total Experience podcast from Tribal London - a podcast about brand experience. What it is, how it works and how we can all do it better. Each episode we’ll be bringing you enticing, fresh and thought-provoking perspectives as we go deep on a new and different aspect of brand experience.

Our aim in creating this podcast is to take the good conversations we have about brand experience with our clients, our colleagues and other people whose opinions we value, from inside and outside the industry, and share them with a wider audience.

The Total Experience Podcast is hosted by Richard Cable, former BBC journalist and now Head of Content at Tribal London, the Total Experience agency.

We hope you find this podcast useful and interesting. We’d love you to get involved and let us know how we’re doing and the sort of things you’d like us to cover in future episodes.

About your host

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Tribal London

We've been Tribal since 1995. Worldwide since 2000. Experts in experience since always. We build experience ecosystems that build better businesses. We call this Total Experience.