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If this, then that

If this, then that

By Berghs School of Communication
From your friends at Berghs School of Communication comes a podcast about how brand strategy thinking can be applied to everything - big and small - to help make things better.
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Adaptation
In this episode, we discuss how vital adaptation is in a world that changes, at times, very quickly. Michael talks about Burberry as an icon or adaptation in this, and since recording, they’ve launched this excellent example. Check it out: “'It’s about that fearless spirit and imagination when pushing boundaries.' #RiccardoTisci https://youtu.be/QbmW76Cp4s8 Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by ITTT co-host Michael Aneto. About your hosts: Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. And why some things are funnier in Finland than France. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on  seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of  graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
33:03
November 18, 2020
Alchemy
In this episode, we discuss how critical alchemy is in strategy, through a magical combination of positivity, people, places, and jumping intuitively on powerful serendipity when it presents itself. We talk about why it’s difficult to define but easy to see when great alchemy turns up in the world. We discuss our favourite alchemic brands, from fashion to film. Plus, we offer a few tips to help you get a invite alchemy into your strategic thinking. Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by ITTT co-host Michael Aneto. About your hosts: Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. And why some things are funnier in Finland than France. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on  seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of  graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
37:27
October 29, 2020
Ruthlessness
Welcome to first of our all-new snack-sized podcast format that's shorter and sharper!  In this episode, we discuss how ruthless is a common trait of some of the most successful brands, companies, and businesses we know - and why that’s baked into the core of their thinking. We also talk about why ruthlessness is an excellent antidote for soft and fluffy marketing speak and what happens when you take ruthlessness too far. And we offer a few tips on getting ruthless, plus much more. Enjoy! Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by ITTT co-host Michael Aneto. About your hosts: Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. And why some things are funnier in Finland than France. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on  seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of  graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
28:31
October 21, 2020
Where #BlackLivesMatter meets brand strategy
Welcome to Episode 4: Where #BlackLivesMatter meets brand strategy #BlackLivesMatter is the biggest global civil rights movement in decades. In this episode we share a strategic perspective on how brands have responded, the importance of living your values as a brand, and the challenge of acknowledging societal racism in marketing communications. Also -  Black Lives Matter. Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by IFFT co-host Michael Aneto. About your hosts: Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. Why something’s funnier in Finland than France. Why some people love sudoku while others share cat videos. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
01:21:32
August 26, 2020
Sustainability as brand strategy
Welcome to Episode 3: Sustainability as brand strategy Sustainability is the world’s biggest challenge. And yet governments, companies, communities and individuals continue to fail to rise to it. This sprawling episode discusses ways marketing can transform intent into action for people. We also talk about how sustainability can't just happen at a marketing level of organisations, it needs to be baked into the core. Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by IFFT co-host Michael Aneto. About your hosts: Michael Aneto is founder and chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. Why something’s funnier in Finland than France. Why some people love sudoku while others share cat videos. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
01:15:13
August 26, 2020
Why recessions are strategic opportunities
Welcome to Episode 2: Why recessions are strategic opportunities Yes, we know - 2020. Coronavirus. Unemployment. #BlackLivesMatter. But greatness is often born in unstable times. It’s when we are most creative, resourceful and ambitious. We discuss how strategy has helped brands tap into this in the past, and explore how it could unearth and drive today’s opportunities. Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by IFFT co-host Michael Aneto. About your hosts: Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. Why something’s funnier in Finland than France. Why some people love sudoku while others share cat videos. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
01:18:53
August 26, 2020
Brand strategy applies to everything
Welcome to Episode 1: If This Then That If This Then That explores how every choice contains strategy. We see strategy as more than a mindset that applies to brands and the corporate world. We believe it is also a holistic discipline that gives us tools and techniques to identify importance, and to turn intention into action. Everything in life could be better with a bit more strategy. Learn how to develop, focus and execute brand strategies in a technological age with the online Brand Strategy course at Berghs School of Communication, taught by IFFT co-host Michael Aneto. About your hosts: Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems and Arsenal. Adam Horne is creative director at Berghs Studio. He's an Australian in Sweden who is driven by curiosity. And fear, and money, and a love of expensive cheeses, but mainly he's driven by curiosity... He does it because he's fascinated by how people tick. He wants to know how everything works. Why something’s funnier in Finland than France. Why some people love sudoku while others share cat videos. About Berghs School of Communication: We’re often described as a world-leading communication school. At Cannes, we’ve won the AKQA Future Lions School of the Year Award on  seven different occasions, competing against more than 60 schools from  40 countries. Since it started in 2005, we’ve received the main award in 2018, 2017, 2016, 2015, 2014, 2010, and 2009. Our students are sought after for their ability to quickly translate their knowledge into action, and 97% have a job in their field of study within six months of  graduation. Learn more here. Feedback? We'd love to hear from you tweet @adamhorne or email adam.horne@berghs.se
01:24:40
August 26, 2020