Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, is joined by Kes Nielson, a branding expert and Founder of BRAAAND. They discuss the importance of branding in e-commerce. Kes emphasizes that branding extends beyond logos and color palettes, focusing on creating emotional connections with customers to drive long-term loyalty and revenue. She highlights that effective branding can increase revenue by 20-23% and improve customer retention. Kes also discusses the significance of branding in societal issues, citing a campaign for Fight Against Domestic Violence (FADV) that aims to raise awareness and empower victims. She stresses the importance of uniqueness and intentionality in branding strategies.
Episode Timestamps:
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2:24 Kess's Background and Branding Philosophy
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5:25 The Importance of Branding in Customer Experience
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8:24 Challenges and Opportunities in Branding
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8:39 The Role of Emotional Intelligence in Branding
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37:08 The Impact of Branding on Societal Issues
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43:39 Collaborations and Partnerships
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48:19 The Future of Branding in Ecommerce
